19-21_Viewpoints.qxp_Grid 01/11/2024 12:04 Page 1
VIEWPOINTS
The Christmas Tingles With our sector so reliant on a decent Christmas trade, all eyes are on a decent Festive runup period, with the stops being pulled out to help ensure the sending of Christmas cards remains at the forefront of our minds. PG checked in with some members of The Cardmitments WhatApp indie retail group to get a gauge of their Christmas hunches.
Jo Sorrell, owner of Cardies, Stevenage Christmas Hunch: “We sense many people are preferring to start their buying early so that it spreads out the cost of Christmas. We’ve also had one lady who bought all of her Christmas cards recently, saying that as her eyesight is deteriorating with age, so it takes her longer to write her cards and prefers to have plenty of time. I am heavily involved in the town’s Christmas lights switch on and am running a poster competition so we will be revving up the festive feeling.” Playing Your Cards: “We start our Christmas trading season at the end of September/beginning of October when our deliveries start arriving. The boxes and packs of Christmas cards were the first to go out, mainly because we don’t have space in our stock room for them. Our main display of individual Christmas cards went out in early October. Sometimes we hear people comment that it’s too early for Christmas cards to be out, but then in the next breath they are coming to the till with a load of Christmas cards!” Above: Cardies’ main Christmas card display was all out by the beginning of October. Right: Cardies’ Ponks are always ready for Christmas.
Matt Simpson, owner of The Letter Arty, Manchester Christmas Hunch: “The signs are pointing towards an improved Christmas trade at The Letter Arty, with the shop having been established for over a year now, it's the go to destination for cards for an increasing number of regular customers and online is looking pretty healthy too. While people have probably whittled down their Christmas card list, this just means they are spending more on the individual cards that Top: Matt Simpson did an Instagram they do buy.” Live reel to share some of the Christmas cards in stock. Playing Your Cards: “The temptation to put Above: Emily Nash’s Christmas packs are flying out, while Matt’s mystery this year's festive offering out was too much and bags (bottom left) are also selling well. I put most of the Christmas cards out in early October, and I'm gradually adding a few more here and there, and ramping up the decorations and displays as the big day gets ever closer. So far for our customers it's all about Christmas card packs, with gorgeous illustrated packs from Emily Nash and Jade Fisher flying out the door, while my lucky dip mystery Christmas card packs are proving popular too. With individual cards, customers seem to be buying less, but buying better. Cards that are more than just a card are popular too - I'm sure that people will keep the concertina fold out Christmassy scenes from Raspberry Blossom and Zoe Spry and bring them out with the decorations year after year. I also have a selection of beautiful handprinted letterpress cards from Studio 55 and Princetown Press that are at a higher price point, but customers really appreciate the quality and craftsmanship that they offer. I will be participating in Cardmitment Challenge week, kicking off a series of Instagram posts and reels focusing various different ranges and styles of Christmas card and gift ideas.” Dear Santa: If Father Christmas could somehow stop planet-destroying big businesses such as Temu and Shein stealing designs from the UK's amazing and talented card designers and publishers, then I would definitely believe in him again! Not that I ever stop believing of course...” PROGRESSIVE GREETINGS WORLDWIDE 19