27_29-31_33_Viewpoints.qxp_Grid 17/01/2025 11:53 Page 1
VIEWPOINTS
Christmas Cracker
There was a palpable feeling of nervousness about how Christmas trade was going to pan out for cardies, not helped by the significant rise in the cost of First Class stamps. But with a full on Cardmitment campaign adding to retailers’ efforts and the GCA’s mega successful PR activity grabbing the attention of 35 million members of the public, Christmas delivered on so many levels. Right: Abi Wilson acknowledges a move towards single card sales while boxed cards sales have declined at Sainsbury’s. Below: Roald Dahl’s BFG featured in Sainsbury’s Christmas promotions.
Hazel Walker, senior buyer and Megan Douglas, buyer of Waterstones Christmas Verdict: “Great.” Reveal All: “We had another great year of trade on Christmas cards! Both boxed and single cards performed well, delivering double digit growth for both. Sales started extremely well we felt customers were buying and sending earlier to avoid the higher price on 1st Class stamps, but this trend continued throughout the season, right up to 24 December. It’s really encouraging to see that our customers value Above: Waterstones’ Christmas card sales continues to grow year on year. sending Christmas cards and our sales continue Below : Some Christmas storybook designs from The Art File. to grow year on year.” Below left: Hazel Walker (left) and Star Performers: “Our main charity offer Megan Douglas at The Retas 2024. comes from our own brand range of boxed cards which support the BookTrust charity, and we had one of our strongest years for these, making up about a quarter of our boxed card sales overall. As you’d expect, anything book-related resonates with our customers so the Storybook range from The Art File was also very popular.” Your Approach: “We continued to trial relations cards and saw stronger sales. This could be down to some customers opting to send fewer, but more personal cards, but we also changed our approach slightly by narrowing the offer, putting more volume behind key lines, which seems to have worked.” Hunch for 2025: “On the back of a successful Christmas overall we’re hoping this continues into 2025. Valentine’s cards have just launched and we have lots of new everyday arriving in shops which we’ll be adding to following the upcoming Spring trade shows. We’re looking forward to getting out of the office, seeing lots of lovely products and catching up with everyone!”
Abi Wilson, head of buying & design – Celebrations at Sainsbury’s, Argos and Habitat Christmas Verdict: “Celebratory.” Reveal All: “We ended on plan – so I’m thrilled with the performance, which was up on year. We have certainly seen the switch out of boxed cards and into single cards over the last few years as the cost of stamps has increased. Boxed cards remain important, but in a smaller way than five years ago. We know that customers like buying generic and charity cards - for different missions. Both came in on plan, with all our non-religious cards linked to our Comic Relief charity donation.” Your Approach: “We really focused on offering the best ever value choice across both boxed and single card ranges - so offering a new value 25p single card through to premium at over £5 means that whatever ‘value’ means to our customers, there was a card available to their budget - it's so important to be accessible to all. We also extended the lovely BFG to Christmas as part of our corporate advert.” Hunch for 2025: “Optimistic. Our ranges are looking strong and we are so fortunate to collaborate with amazing suppliers, publishers and artists and continue to evolve how we show up for our customers, I can't wait to see all the newness land in store for Valentine’s Day, it’s so much fun!” PROGRESSIVE GREETINGS WORLDWIDE 27