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PG/Cardgains Retail Barometer
A Trump Card?! Last year kicked-off with Donald Trump becoming the leader of the free world and ended with the Markle effect from our soon to be Princess expecting to add sparkle to 2018 through a boost to tourism and optimism. OK, so we do still have the long tortuous process of leaving the EU and David Attenborough has rammed home the message of the planet’s fragile state, but hey, Strictly Come Dancing brought millions of families together and The Great British Bake Off is back. On the retail front, it was tricky with the drop in footfall, a further shift to online shopping and continuing uncertainty, but yet as the findings of the PG/Cardgains’ Retail Barometer showed, 38% of independent card retailers ended up in better shape than the year previous, though this was almost balanced by the same number experiencing a decline, with a quarter remaining stable, which is more than can be said for the US president. PG reveals more of the results of the only annual PG/Cardgains’ survey into the health and wealth of the independent card retailer. How’s Business Been?
Average Spend Per Customer 7% 37% 26% 19% 11%
Above: Are Indies holding a ‘trump’ card for 2018?
Increased Significantly Increased Slightly Remained The Same Declined Declined Significantly
Positive Vibes Rather than sitting back and moping, indies took matters into their own hands and set to promoting their shops, making improvements to their retailing environments and then telling customers all about it on social media like never before, as the top three boons to their business in 2017 shows in the barometer findings. There were three ‘new entries’ that made it into the top ten factors that helped indies’ business in 2017 - with suppliers receiving the ‘thumbs up’ for the first time, and balloons being recognised for having inflated sales for many. Encouragingly, in reflection of its louder industry voice, the Greeting Card Association (GCA) is applauded for its efforts to promote the industry (through PR, Thinking of You Week, Festive Friday, hosting Spring Seasons PoS and other resources for retailers) which many retailers cited as having helped to boost their respective businesses.
What main factor(s) have had a positive effect on your business this year? (Last year’s position in brackets)
1st
Promotional activity (2nd)
2nd Shop improvements (4th) 2nd Social media (5th) 4th
Staff (1st)
5th
Expansion into gifts (3rd)
6th
Local competition closing down (8th)
7th
Upsurge of new customers (6th)
7th
Refreshed card product selection (7th)
8th
Service from suppliers (-)
9th
Website (9th)
10th Winning an award (10th) The PG/Cardgains Retail Barometer is an annual survey that involves Cardgains’ members who account for over 1,000 retail rooftops. All surveys were completed by December 21.
10th GCA’s marketing efforts (-) 10th Expanding on balloons/partyware (-) PROGRESSIVE GREETINGS WORLDWIDE
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