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VIEWPOINTS Above: There’s a lot riding on 2026!
On The Hoof
According to the Chinese zodiac, 2026 will be the Year of the Horse, which in Chinese culture is seen as a symbol of energy, independence and ambition. PG lassoed members of the GCA Council to ask them what their ‘rising trot’ wish would be for the magic horse 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 industry in the year ahead.
Wendy Jones-Blackett, co-owner and creative director of Wendy Jones-Blackett Opportunities for 2026: “With Royal Mail’s endorsement of card sending over this Christmas period (with TV ads, a social media campaign and competitions) we hope for more of the Above: Wendy Jones-Blackett on one of her many same for other key occasions media appearances in 2025 during which she has over the coming year - fingers been promoting the greeting card industry. A piece to camera recorded for BBC Yorkshire was crossed! The GCA will keep reused on BBC Breakfast. plugging away promoting card Below: Wendy would love to see a greeting card equivalent of Sewing Bee. sending and the great value of cards both financially and emotionally.” Key Challenges: “Businesses that employ staff have had to adjust to further increased payroll costs which has been a financial hit. Even if you’re a card publisher with no employees you no doubt buy from suppliers who do have multiple staff and sell to shops who also face these challenges. Supporting them generally means paying more and charging less which leaves publishers squeezed in the middle! So, everyone has to do their bit and absorb these extra costs.” Trot On: “I’d love to see cards featured more in TV shows, films and social media; they’re part of the fabric of our lives. A card version of the BBC’s series, The Great British Sewing Bee or Bake Off would be fab!”
Daniel Prince, treasurer of the GCA and managing director of Danilo Opportunities for 2026: “This year offers strong momentum for the industry, with the UK public continuing to spend over £1.5bn on greeting cards. There is a clear opportunity to grow everyday sending, tap into major cultural and entertainment Above: Channelling his inner equine self, moments, and build on the Daniel Prince in the Danilo boardroom which has framed images from Frankie public’s love of connection Dettori’s calendar which the company through physical cards. published a decade ago. Below right: Royal Mail’s drop in delivery For the GCA, it’s a chance to service and increased prices remain a challenge for the card industry. further amplify the value of our industry - through advocacy around postal services, championing creativity, sustainability and innovation, and supporting retailers and publishers with practical insights and collective initiatives that strengthen the whole sector.” Key Challenges: “Royal Mail’s service reduction plans and increased pricing have remained one of the biggest challenges. Rising production costs, the impact of new US tariffs on paper goods, and uncertainty following the latest UK Budget have also shaped the year, influencing export competitiveness, retailer confidence, and forward ordering across the greeting card sector. Despite this, the industry continues to show strong resilience, buoyed by newness, brilliant design, licensing growth, and the enduring emotional value of sending cards.” Trot On: “My magic horse wish list for 2026 would be… 1. A fast, reliable Royal Mail. 2. Improved footfall across the high street. 3. A UK Budget that meaningfully supports British businesses.” Right: Danilo’s connection to societal tastes through producing licensed greeting cards includes a range of women’s football greeting cards, from individual clubs as well as the national Lionesses team. Joining Brian Waring, customer and commercial executive director at Cardfactory, which stocks the cards, Danilo’s licensing director Dan Grant met with MP Helen Maguire who praised the range.
PROGRESSIVE GREETINGS WORLDWIDE 23