22-25_Viewpoints.qxp_Grid 04/12/2023 12:49 Page 1
VIEWPOINTS
Flat White or more froth In last month’s PG, columnist Cardsharp puts forward the argument that the time is ripe for price rises on greeting cards, elaborating how the takeaway coffee v greeting card economy is somewhat out of kilter and how the former is full of froth, costing a lot more than the average card. Members of the greeting card community share their views on pricing for 2024.
Miles Robinson, co-owner of House of Cards, seven stores in the Home Counties Pricing pressures: “I really do not sense there is a consumer willingness for price increases on standard greeting cards right now. This time last year, when cost rises were in common parlance - from energy to food - it was much more accepted as the way of the world. Those publishers who went for it last year took the right tack, while those that held off and are hoping to impose increases for 2024 will have much a rougher ride with retailers I am sure as they are less likely to be able to pass the increases on to their customers.” Breaking points: “Most indies, us included, are teetering on breaking the £3.00 price barrier on a standard card. It has to happen and already has in some cases. Sure, a takeaway coffee costs more that £3.00 and maybe we should have more faith in our product, but breaking through what has always been considered a major price barrier takes some trepidation.” The froth economy: “I do feel that in the absence of as many handmade cards as previously, hitherto the way to push for higher retail prices, that the expansion of 3D cards being positioned as ‘more than a card’ will help retailers to shift consumer perception upwards as to the price they are willing to pay for a card while still seeing it as value for money. There definitely is a consumer appetite for trading up, as long as we are able to offer those special cards. I personally don’t buy many takeaway coffees, but do appreciate that the good things in life are worth paying for, be that decent restaurants, delicious wines and excellent quality greeting cards. I’d love it if Top: Miles Robinson with Kali the public saved on the Stileman, founder of Kali Stileman Publishing at the Windles reception expensive takeaway at the recent Henries awards. cappuccinos, which are Above: Miles believes that last year’s general cost rises made it largely froth, and spent more easier for publishers to increase their prices. on their greeting cards, Right: Second Nature’s latest which are entirely true catalogue for its 3D ranges promotes the ‘more than a card’ tangible valuable sentiment!” message. 22 PROGRESSIVE GREETINGS WORLDWIDE
Andrea Norcott, sales director of printers Windles Pricing pressures: “I do feel that greeting card publishers are suffering from a hangover of unavoidable cost increases, notably on board that have been imposed in the last year. Unbelievably there have been six price increases on board, something I have never experienced in my 26 years in this industry. Added to that a long-established die company ceased trading and the reliable solutions we had to find for our publisher customers were more expensive, but we couldn’t take the risk of a drop in quality.” Mitigating measures: “We have been working with publishers as much as possible to help mitigate against these and other cost increases. We have also invested in ever more efficient printing solutions and continue to actively seek out new board options, but there is only so much we and publishers can give.” The froth economy: “My colleague Michelle Mills made a good point that we should not be aligning greeting cards with the cost of a cup of coffee or pint of beer as the latter two are drunk in minutes and forgotten soon after. Greeting cards are treasures of relationships. A bunch of flowers would probably be the closest to be aligned to, but they wilt and die whereas a greeting card lives on… and they are ‘blooming’ fabulous value for money!” Above: Andrea Norcott (second right) with Windles colleagues (left-right) Michelle Mills, Emma Louise Allen, Miles Podmore and Nicky Marshall at the print company’s drinks reception at The Henries. Left: Andrea feels that greeting cards have more value than even a bunch of flowers.