21_23_25_27_Viewpoints.qxp_Grid 19/12/2024 19:13 Page 1
VIEWPOINTS
adder & minuses In the Chinese zodiac, 2025 will be Year of the Snake. The Snake in Chinese culture is seen as a symbol of adaptability, strength, wisdom, intuition and transformation. PG put members of the GCA Council on the spot asking them what would be top of their ‘hisslist’ for the magic snake to grant for the greeting card industry; what they cite as the biggest challenges as well as opportunities they see for the GCA and the sector as a whole in the year ahead.
Darren Cave, customer and channel director of UK Greetings and president of the GCA Opportunity Knocks: “The key to success lies in understanding and supporting the consumer’s desire to commemorate life's special moments, even during economic uncertainty. By focusing on creating meaningful connections and providing Above: Darren Cave addressing the audience at the recent GCA accessible ways to celebrate Conference and AGM. how the industry can adapt to challenging market conditions. As consumer confidence stabilises and businesses seek supportive policy frameworks, greeting card companies have a strategic opportunity to reinforce their product proposition, emphasising the emotional significance of personal communication and milestone recognition.” Key Challenges: “Falling footfall on the high street and the increasing challenges businesses are facing with antibusiness policy making (NI being a good example), are creating challenges for our industry that we must navigate by thinking differently.” Year of the Magic Snake’s Hisslist: “My wish would be for consumers to feel more stable and have the confidence to spend, and for businesses to be supported with policies that support growth.” Right: As Kantar research company revealed at the GCA Conference, half of card sales are from older generations
Above: Amanda Fergusson, ceo of the GCA (centre back row) with members of the GCA Council. (Left-right) Karen Wilson (Paper Salad), Daniel Prince (Danilo), Rebecca Green (Raspberry Blossom), David Byk (Ling/GBCC), Georgina Fihosy (AfroTouch Design), Mark Williams (Brainbox Candy), Darren Cave (UKG), Warren Lomax (PG), Fiona Pitt (Hallmark), Mark Callaby (Ohh Deer), Jakki Brown (PG), Nick Carey (Abacus), Chris Bryant (Glick), Sarah Jackson (Stormy Knight), Wendy Jones-Blackett, Seth Woodmansterne (Woodmansterne) and Rosie Tate (Cath Tate Cards).
Daniel Prince, managing director of Danilo Opportunity Knocks: “To drive unity across the industry and keep reinforcing the importance of giving and receiving cards among the public, across all demographics. The Above left: Daniel Prince with Pip Heywood, md of Thortful, who has also been keen to stem the amount of copying of card publishers’ GCA must also designs. continue to fight for a Above right: This pensioner shows her delight at an officially licensed Cliff Richard card from Danilo during a recent Caring at Christmas viable postal service visit to a care home. across the UK.” Key Challenges: “Publishers are still under enormous pressure to meet increasing costs of production and general business expenses. This has been made even more challenging with the imminent increase in the employer’s National Insurance rate. There is a genuine need for support from all parts of the industry and retailers to ensure that publishers can survive these tough times.” Year of the Magic Snake’s Hisslist: “My plea would be for more to be done about the increase in copycat designs that are appearing in the market – it’s a massive problem. This is not only impacting on independent publishers whose unique designs are being copied and exploited by large organisations, but as an officially licensed publisher, Danilo is seeing increasing levels of unofficial products being offered at retail, which is blatant passing off. It really needs to stop. As an industry in which publishers collaborate, there shouldn’t be a need for this. It’s just not ethical.” PROGRESSIVE GREETINGS WORLDWIDE 21