33_35_37_Viewpoints.qxp_Grid 23/12/2023 20:46 Page 2
VIEWPOINTS
The single life? As PG went to press, the industry was bracing itself for a final full-on festive flurry, with indies doing their utmost to spark those last lucrative Christmas tingles. The general feedback so far was that Advent sales were off the scale, single cards have been beating pack sales, more niche captions have been grabbed with both hands while the message of sending Christmas greetings second class, at only 75p a pop, had been received loud and clear. PG joined some indies in the festive throng, in anticipation of a positive Christmas trading crescendo. Donna Stocks, Beverley Card Company, Beverley Helen and Paul Southgate, co-owners of Cards N General trading observations: Things, Hellesdon “Trade felt slow to start, but overall General trading observations: “Our festive sales so far have been very good. We’ve been very busy and haven’t seen any drop off in footfall or sales – busier than ever!” Buying patterns: “We’d say our sales this year so far are 80% single cards and 20% packs and boxes. Above: Cards N Things went for a Assorted boxes have a higher sell through traditional nativity scene in its shop window. for us over charity packs. Below: Cuteness abounds when Boris gets into the festive Grandson, grand-daughter and decorations box at Cards N Things. combined relations, such as son and daughter-in law are the most popular for us on the captioned card front while money wallets have also been popular. We sell both traditional and chocolate advent calendars, but this is a product area where we’ve seen slower sales.” The impact of postage costs: “We sell stamps, and second class are definitely more popular this year as we aren’t selling nearly as many first class ones. Admittedly a few people have commented about the postage costs, but seemed to be buying similar volumes, with a plan to send them earlier.”
I feel happy with sales so far this year. Lots of specialist cards have sold out and are out of stock with suppliers now.” Buying patterns: “I believe everyone started early to spread the cost. Our traditional card advent calendars sold out early so we’ll stock more next year. We’ve found that customers have bought specialist cards a couple at a time. We’ve found single cards have been very popular in the past few weeks, but boxed cards also have now been selling fiercely. Charity packs have almost sold out with just a few packs remaining. The quality is good, it helps to make them a good choice. Top: Donna Stocks’ bestselling On the specialist caption front, Son & singles this year are 3D cards. Above: A warm welcome Partner, Grandson & Wife and Niece & awaited customers at Beverley Card Company. Family have been particularly popular this year as well as Granddaughter & Husband and Nephew & family. Our bestselling single cards this year have been 3D, as we’ve found customers wanting something that is a little different from us this year.” PROGRESSIVE GREETINGS WORLDWIDE 33