16-18.qxp_Grid 04/11/2021 12:31 Page 2
VIEWPOINTS
Below: The Christmas clock is ticking…
The Christmas
Countdown
So, the Christmas countdown has begun in earnest with many retailers reporting encouraging early buying patterns prompted by the media scares of shortages. As greeting card retailers hold their nerves, frustrated by order shortfalls and delivery delays, PG taps into the festive feelings of some leading indies.
Maggie Wynn owner of Just Cards in Honiton Christmas hunch: “Here we go again! I think the media has pushed Christmas forward with all the news of shortages and shelves being empty. I think this has made the public want to buy early just in case they can’t get it later, so sales have been good. The weather and Government permitting I feel we will have a very busy Christmas.” Your approach: “Christmas definitely arrived early this year in Just Cards. I put all the boxes and packs out at the beginning of October, then, as customers were coming in and asking for different titles meaning I was in and out the drawers a lot, I decided I would put everything out for the half term week especially as we get a lot of holidaymakers down here then. I even created my Christmas windows as well, whereas normally I wait until November to do these.” Buying trends: “I think sustainability will be a big factor in the selling of a product. My customers want to buy local and independently to keep their high street alive.” Supply issues: “We have experienced a lot of out of stocks and delays, but we can work round these. After the last couple of years, we have got used to waiting. I am just glad to be able to be open and enjoy the Christmas trading period this year.” Above: Maggie Wynn is going for it with her Christmas display. Left: Just Cards’ windows are brimming with Christmas cards.
16
PROGRESSIVE GREETINGS WORLDWIDE
Sean Austin owner of Austin & Co, Malvern Christmas hunch: “After the aborted Christmas of 2020, I think people will adopt a more relaxed approach to cost and will actually spend more. If they like something, they will buy it, no quibble. Online will definitely hit certain areas of the High St, such as fashion, home furnishings, and electronics. In card retailing, we are in quite a lucky position that so many cards continue to be bought on the High Street so we've hooked the consumer into the store to not only buy a card, but then have the opportunity to sell to them from our non-card product. Those who may be fearful of an online order not being delivered may work to our advantage too in many deciding to go for a 'click-and-collect' option so bringing them onto the High St.” Your approach: “I'm fully stocked and ready to go! I always aim for the last weekend of October. I know some retailers have gone early, preying on the public's fear that there won't be anything in the shops. As regards products, cards are, and will always be, the Above right: Sean Austin aproned up for Christmas trade! number one category, and I’ve Above: One of the Christmas card increased our offer, especially on designs by Hannah Lawson. packs where customers will see a greater value for money if budgets are tight. I also have a large number of everyday and general occasion cards left out on the shopfloor - a winner with customers when many other shops have reduced their footprint.