22-25_Viewpoints.qxp_Grid 30/10/2023 23:35 Page 1
VIEWPOINTS
CHRISTMAS With no likelihood of postal strikes to contend with and indications that Christmas shopping has started earlier than usual, PG tempts fate by asking retailers what their hunch is for festive trade, as well as the approach they are taking this year.
Hazel Walker, senior buyer of Waterstones, Foyles and Blackwells Your hunch: “Our Christmas trade has started well. We put our Christmas selection out on display slightly earlier than usual, right across our store estate to give it a stronger presence on the high street and if the first few weeks are anything to go by it bodes well. I am hopeful that with no re-run of postal strikes and continued great work that the GCA is doing to promote the early sending of Christmas cards with the general public in the media that we are on for an upturn in Christmas card sending.” Your approach: “We feel we have a strong selection this year and having made our own brand roll wrap plastic-free, we feel that will go down well with our customers too.”
Michael Apter, managing director of Paper Tiger, three shops in Edinburgh Your hunch: "We're planning for success. We have a new shop and new customers in Morningside, and Edinburgh seems to be busy generally. We might see some additional trade due to the absence of Paperchase in the city centre. Sales of single cards have been growing over recent years. The blurred definitions,
22 PROGRESSIVE GREETINGS WORLDWIDE
Above left: Hazel Walker feels there will be an upturn in Christmas card sending. Left: Waterstones’ plastic-free roll wrap is being promoted on its website as well as instore. Above: Christmas stock went out earlier than previously in Waterstones, Foyles and Blackwells stores.
descriptions and packaging of packs/boxes/wallets makes like-for-like comparisons difficult. When is a box not a box, and so on? We're expecting like-forlike sales to grow back a bit from last year, and our range reflects a wide cross section of styles". Your approach: “We are supporting the GCA #Cardmitment campaign this season. I love the messaging and the graphics that Sarah Knight of Stormy Knight has produced for this." Wish for Father Christmas? "Shopping weather".
Top: Paper Tiger’s Michael Apter holding two of the GCA’s #Cardmitment posters which promote Christmas card sending. Far left: Noi Publishing’s white ferret design features among Paper Tiger’s Christmas card selection. Left: Paper Tiger was in full Christmas mode by the end of October.