Progressive Greetings October 2025

ON THE CARDS

The recent GCA Conference, which took place in Manchester, was full of touch-points about the wonders of our industry as well as reaffirming to all those who attended the importance and true value of making an effort to be part of something bigger.

Life and business generally are not getting any easier. We are all so busy with a ‘to do’ list that seems to be growing ever longer that often brings a sense of overwhelm to a gentle boil, meaning there is always good reason not to commit to doing something which is not ‘urgent’. But when you do, the benefits of which invariably supercede your initial hesitation. This was defo the case with this year’s GCA Conference.

I loved it when Rebecca Green of Raspberry Blossom, having superbly presented the new Card Club lesson plan initiative for primary schools to engage with the next generation of card senders, reminded the packed audience that we are indeed all part of the great big greeting card club.

That sense of belonging was palpable as we all lapped up the information, insights and human interest golden nuggets from the speakers – from Waterstones’ head of buying Hazel Walker revealing that cat cards out sell dog ones two to one in the book chain to Thortful md’s Pip Heywood sharing that those down in Cornwall buy the rudest cards from its platform – as well as genuinely enjoying catching up with those in the colourful ‘club’ of cardies, from publishers, retailers and trade suppliers large and small.

@Prog_Greetings

It was reassuring to have it confirmed in the findings of the GCA UK Greeting Card Market Report, the stats from Kantar and Thortful’s data that the UK greeting card market is still growing and how at a time when 28% of the UK population is feeling lonely (a sad fact that was shared at the Conference by Kantar’s Jon Hendy) that we are all part of an industry that is doing its utmost to help improve the mental wellbeing of our nation. But as Amanda Fergusson, ceo of the GCA urged, we have to all play our part in keeping this big wheel turning, but we are not alone. As she said:“If we all do just a little bit it adds up to a lot.”

Now… back to that ‘to do’ list!

Right: This year marks the 40th anniversary of Roger La Borde. PG’s Warren Lomax (far left) and Jakki Brown (second right) caught up with the RLB teamsters (rightleft) Alison Solnick, Mark Hutchison, Sarah Smith, Jenni Barnett and Tim Solnick at their London HQ (see pages 32-33).

Below: House of Cards co-owner Miles Robinson with PG’s Jakki Brown at the GCA Conference.

Below right: PG’s Warren Lomax in a Watermark Cards’ sandwich as directors Paul Slater (left) and Brian Murtagh flew over from Dublin to attend the Conference.

Card size: 155 x 155mm

CONTENTS

9-19 News

All the latest happenings and developments in the trade.

20-21 Talking Shop Soul Searching

David Robertson, co-owner of JP Pozzi shares how a family holiday prompted thoughts of what gives a business soul.

22-23 Cardsharp Boom Boom!

Generation X consumers are set to outspend Baby Boomers for the first time. Cardsharp considers the ramifications of this on the greeting card sector.

24-25 Viewpoints Christmas Tingles

An early take on greeting card retailers’ expectations of the upcoming Christmas trading period.

27-31 GCA Conference and AGM Bee-ing Together

Just some of the thrills and spills from the recent blockbuster GCA Conference and AGM which took place at Manchester Hall.

32-33 In Conversation with…Roger La Borde Across The Borde

Reflections on the 40 years since sisters Alison Solnick and Jenni Barnett took over Roger la Borde.

Jakki Brown Editor/Joint Owner jakkib@max-publishing.co.uk

Warren Lomax

34-37 Focus on Sustainability Embracing Nature

As an industry that is totally reliant on a natural resource in the shape of paper and board, PG spotlights sustainable developments from publishers and suppliers.

39-41 Innovations

A host of new ranges and designs.

43-45 Focus on…Words & Sentiments How To Say…

People have their own unique way of expressing themselves so matching what they want to say to a greeting card has been the challenge for publishers since the words and sentiments genre was invented. PG delves into the emotional language of cards.

47-49 William Morris Gallery’s 75th Anniversary Morris Mania

As the William Morris Gallery celebrates its 75th anniversary, PG pays homage to the Arts & Crafts maestro.

50-51 What’s Hot?

A trio of retailers lift the lid on their best-selling ranges.

52-59 Sources of Supply

Tracey Arnaud Sales Manager traceya@max-publishing.co.uk

Tracey Bearton Features Editor traceyb@max-publishing.co.uk

Hyder Joint Owner ianh@max-publishing.co.uk

DELIVERIES FROM EARLY NOVEMBER

British Public Spent £1.53 Billion On Greeting Cards

GCA Market Report’s findings paint a reassuring picture

The UK public has upped its commitment to buying greeting cards, having spent an incredible £1.53 billion on single greeting cards in the last year, up 1.1% on the previous year. This reassuring news is revealed in the latest GCA UK Greeting Card Market Report, which was officially launched at the GCA Conference and AGM, held recently at Manchester Hall in Manchester.

“The positive findings underline the UK population’s commitment to greeting card sending,” commented Darren Cave, the outgoing president of the GCA and customer and channel director of UK Greetings. “It is really encouraging that our market continues to be resilient and robust in these challenging economic times,” he added.

The Report, which provides an invaluable annual delve into UK greeting card sales, covers cards for everyday, occasions, blanks, occasions, Spring Seasons as well as Christmas singles, tracking consumer purchasing habits by value and volume.

GCA council member and Woodmansterne md, Seth Woodmansterne took attendees through the Report’s highlights at the Conference.

“The average retail price of all single cards rose to £1.95, up from £1.89 in 2023, and the split for everyday for 2024 was up in value at £1,189.5bn, a rise of 1.8%.

Seasonal sales, which exclude boxes and packs, were slightly down for Christmas and slightly up for spring,” relayed Seth.

The data shows retail values for everyday single cards rose 1.8% to £1,189.5bn from

£1,167.9bn, while total spring seasons singles rose 3.3% to £171.7bn from £166.3bn, cancelling out the fact that Christmas singles had dropped 5.6% from £177.5bn to £167.6bn year on year.

Seth added: “While there was an increase in value of sales, volumes for the year were slightly down at 782.4million cards sold, a 2.2% decrease in volume.”

The findings also showed the split between online and brick and mortar card sales. “High Street sales were buoyant with the retail value of cards sold in bricks-and-mortar retail rising by 3% while the value of online card sales dropped by 8% year-over-year. Online sales accounted for 16% of the total retail value of card sales, down from 17.5% in 2023, and 9.2% in volume,” revealed Seth.

The findings of the GCA UK Market Report, which is free to all GCA members, was not the only data revealed at the recent Conference with presentations from research company Kantar, Hazel Walker of Waterstones and Thortful’s md Pip Heywood shining the spotlight on more consumer buying trends. (See pages 27-31)

UOE’s frantic opening schedule

“We’re now in the final seven days of our launch program with five branches to go!” a buoyed-up Elliot Jacobs, ceo of UOE posted on social media, after what must be one of the most frantic store opening programmes in greeting card history.

The retailer group, which set its stall out to more than triple its estate to 40 Post Offices with a strong greeting card and stationery offer, in now in the final run-up of openings.

The last month or so alone has seen it open stores in London’s Kingsland

Shareholders still love outgoing Moonpig boss

Moonpig’s outgoing CEO Nickyl Raithatha garnered a 99.99% approval rating, reelected as a director of the online greeting card specialist at the company’s recent AGM.

The online operator released a trading update in advance of the meeting, for the current financial year from 1 May to end of September, which said overall group momentum has continued in line with expectations, and the greeting card and gift business remains on track to deliver as per FY26 guidance of mid-single digit growth in group adjusted EBITDA, and adjusted earnings per share rise of between 8% and 12%.

The statement added: “Moonpig continues to deliver consistent revenue growth at approximately 10% year on year,” while trading at the Netherlands’ arm Greetz has “improved sequentially”, with revenue now showing modest yearon-year growth.

Growth in orders is underpinned by the continued expansion of the company’s active customer base where people are “increasingly embracing our innovative personalisation features to express themselves”.

Around 50% of all cards ordered via Moonpig now include options such as AIgenerated stickers, audio or video messages, or personalised handwriting. Average order value is rising at both Moonpig and Greetz. Following on from the launch of Hotel Chocolat and The Entertainer in FY25, the company expects the brand launches in flowers and gifting – including Laura Ashley flowers, Next flowers and JoJo Maman Bébé – to support continued attach rate growth during the key Christmas, Valentine's Day and Mother's Day trading periods.

High Street, Wealdstone, Mount Pleasant, Lower Edmonton, London Bridge, Knightsbridge, Harold Hill, Islington’s Upper Street, Kilburn, Northolt, Roman Road, Paddington Quay, Kennington Park, Raynes Park, Stamford Hill, Barnet, Golders Green, High Holborn, Kingsbury, Brixton, Baker Street, Houndstitch, Harlesdon, Hampstead as well as in St Albans, Leighton Buzzard, Oxford, Windsor, Stornoway in the Outer Hebrides and Kirkwall in the Orkney Islands!

It has also appointed Emma Wallington as its head of buying. Emma’s previous experience includes working at M&S, Debenhams and Muji.

Above: Seth Woodmansterne presenting the findings of the GCA Market Report at the recent Conference.

Above: UOE’s beautiful new store in Oxford.

Above: Moonpig’s ceo Nickyl Raithatha.

Left: Emma Wallington.

Lola Design’s BBC Input On Temu Copying

Publisher to appear on Rip-Off Britain on impact of design theft

The issues surrounding ongoing design theft on marketplaces like the Chinese platform Temu are being spotlighted by the BBC, with input from card publisher, Lola Design.

The publisher’s directors Frank and Amanda Mountain recently spent a day interviewed by the TV company’s Rip-Off Britain programme’s upcoming episode Exposing The Knock-On Impact On The Whole Creative Industry And High Streets.

“It’s heartbreaking,” Amanda told Rip-Off Britain for the episode that’s due to air early in the new year, covering the scale and consequences of the design theft carried out via this global marketplace.

“Every piece of artwork we and so many others create comes from hours of thought, effort and love. When our intellectual property is stolen, they aren’t just infringing rights, they’re taking away a part of our story,” she added.

High Street retailers. Frank emphasised the wider economic impact: “This isn’t only about publishers. The knock-on effect hits printers, manufacturers, warehouse, pickers and packers, back-office staff, postal workers and the High Street retailers. When platforms let rogue sellers operate at scale, it damages the entire supply chains, and allows those businesses to profit unfairly.”

The couple also highlighted that Temu continues to profit from these fraudulent sales, while the onus remains on copyright holders to police the platform and flag up infringements themselves.

Grateful for the opportunity to raise awareness of the issue, she said they hope the TV programme encourages practical, fair solutions that support creative livelihoods, sustain local supply chains, and help

“There must be proper vetting of sellers, swift action against repeat offenders and fair compensation for designers whose work is copied,” Amanda said. “At the moment, platforms are still building huge profits on mass industrial copying of the UK’s creative industry. We hope this episode will shine a light on the scale of design theft and the damage it causes, not just to creative businesses like ours, but to entire supply chains and the UK economy. By raising awareness, we want to push for real accountability and better protection for the people who bring original design and creativity to life.”

GCA’s multi publisher trial with Temu

The Greeting Card Association is also keeping up the pressure to stop the widespread copying of greeting card designs on Temu and other sites. As well as highlighting the severity of the issue to Government, the trade association is

continuing its dialogue with Temu and a pilot is currently underway involving 19 card publishers whose designs have been blatantly copied on the platform to find better ways of safeguarding against copying.

Cardies honour WWII veteran

An appeal for birthday cards to help veteran seaman Dougie Shelley celebrate his 100th birthday, saw the card industry step up, with Cardfactory ensuring his home town really marked the milestone.

With no surviving family, Dougie’s pals from Southend and the local branch of the Royal Navy

Association decided the WWII survivor’s big day wouldn’t be forgotten so put out a social media call for cards to be sent to be presented to him at his birthday tea party, and he was awash with them!

Cardfactory’s Southend store team really went to town, working with the retailer’s in-house design team to create a bespoke birthday card in Royal Navy colours, personalised with Dougie’s name and signed by everyone, and also decorated the store window with a big Happy 100th Dougie message, and gifted balloons and decorations for his birthday party at the town’s RNA HQ.

“Dougie’s story has touched all of us here in Southend,” said Andy Thornburrow, regional manager for Cardfactory Southend. “It’s been a joy for the team to be a part of Dougie’s birthday and see the community come together to celebrate a truly inspiring man.”

Reaching new heights for The Light Fund

Members of PG’s Max Publishing team joined Danilo’s licensing director Dan Grant, Rainbow Designs’ sales director Zara Grindrod and around 80 other plucky folk from the licensing community in an ambitious Five Peaks Challenge, raising an incredible £205,000 for The Light Fund charity.

In what was the largest and most gruelling physical challenge for the charity, the 5-3-1 Challenge involved climbing the five highest peaks in the UK and Irelandtackling Snowdon, Scafell Pike, Ben Nevis, Slieve Donard and Carrauntoohil, all within 72 hours!

Their huge efforts means that, on top of the other fundraising events, such as the raffles at The Henries and The Retas, The Light Fund will be able to fund many charity projects in the near future.

All UK registered charities are now invited to submit projects they would like to have considered for funding. All submissions should be made online via the website. (www.lightfund.org). The closing date is 7 November

As PG’s Jakki Brown, a co-founder of The Light Fund, commented: “The greeting card community has always been a great supporter of The Light Fund. I urge everyone to encourage charities that are close to their heart to apply for funding.”

Above: Rip Off Britain presenters Julia Somerville, Gloria Hunniford and Louise Minchin are back with new series of the show.

Below left: Frank and Amanda were at the BBC last month.

Below right: Temu’s app and cheap prices attracts customers.

Above: Dougie and his special card. Below: Cardfactory’s Southend store.

Above: (left-right) Max Publishing’s Sam Loveday, Ian Hyder and Rob Willis during the 5-3-1 challenge.

ArtPress’ shares the love for its 15th birthday

Noel Tatt x Quitting Hollywood

Publisher boosts range with humour licensing collaboration

Following on with its licensing partnership with Earlybird Designs, Noel Tatt Group has now also forged a licensing relationship with Quitting Hollywood, further bolstering its humorous offering.

The QH deal came about thanks to PG Live as the two publishers had stands opposite each other at the June show.

Below: Noel Tatt’s md Jarle Tatt (right) with Earlybird’s Dom Early at the launch of the deal that sparked the QH partnership. Bottom: QH’s Adam Jobling (centre with beard) and colleagues.

ArtPress has been celebrating its 15th anniversary by offering a 15% discount to customers and launching a trio of new ranges.

“Noel Tatt has enjoyed great success with our bespoke integrated planning system (BIPS) over the last few years, focusing on letting the retailer choose which styles and publishers they wish to stock,” Jarle Tatt, md explained. “We’ve held many conversations with publishers keen to be included, and one such conversation developed into our licensing deal with Earlybird back in May. Initial sales were so successful that we sought to expand the model to include other publishers who could benefit from our access to the independent market, with our 19-strong sales team.”

Explaining more about the QH tie-up, Jarle added: “The timing of PG Live, in early June, could not have been better for us to hold more of these conversations and when Quitting Hollywood’s commercial director Adam Jobling revealed he was looking for a new route into the independent sector, the licensing seed was sown.”

While photographic humour remains QH’s core business, contemporary art and

IC&G’s first class winners!

humour from renowned artists, including Paul Delaney and Elizabeth Grant has expanded its appeal. As Adam commented: “This in turn prompted a review of how best we distribute to independent retailers. It became clear that working together with Noel Tatt could create great synergies. Noting Noel Tatt’s fine reputation and reach to independents, built up over 70plus years, we quickly arrived at a mutually beneficial distribution model, in the form of a licensing agreement.”

The new deal means Noel Tatt started pre-selling 48 QH birthday humour designs on 1 October, with deliveries available from early November. A further 55 designs, which all carry logos from both publishers, will hit the market in early November and plans are already in motion for Christmas 2026.

With Christmas looming fast, International Cards & Gifts has been celebrating the five winners of its First Class Promotion, which supports independent greeting card retailers, many of whom are Cardgains members. With one winner picked for each of the five nations across the United Kingdom and Ireland, each store has received 150 first class stamps to give to their first customers buying an IC&G Christmas card so they can spread festive cheer to friends and family.

“We’re passionate about supporting independents across the UK and Ireland. Christmas is a vital season for our industry, and this campaign reflects our ongoing commitment to stand shoulder-to-shoulder with those at the heart of the greeting card trade – together, we’re making this Christmas truly first class!” explained sales director Allen Taylor.

Starting on the proverbial kitchen table may be a cliché but that’s exactly what happened with ArtPress when, back in 2010, Ann Viney, Janie Markham and Linzi Russell-Watson, who had all worked together for many years in the greeting card and wall décor world, co-founded the card company.

“We saw a gap in the market for contemporary art and decided to make that our focus,” Linzi explained. “After searching and approaching the artists we wanted to publish, most of whom were print makers, talented illustrators and painters – our mantra was very much an eclectic mix of styles that would happily sit together in collections.

“Most initial meetings would consist of visiting either the artist’s home or a suitable bakery or café to discuss how we could create a range of cards from their wonderful work. A lot of the initial ranges featured animals, and they still do to this day.”

Armed with their industry experience the trio launched with artists such as Jenny Frean, Sam Toft and Jane Ormes who still feature in the publisher’s portfolio 15 years on.

As part of the 15th birthday celebrations, the publisher has recently offered a 15% discount for 15 days.

The winners were picked at random from shops which had placed their season orders by 31 March. Mulvey’s Gift Shop in Carrick-OnShannon was the Irish winner, Best Wishes in Ellon took the Scotland prize, Wokingham’s The Wild Card won in England, in Wales it was Maple Gifts in Porthcawl, and Portadown’s LA Cards & Gifts was the lucky recipient in Northern Ireland.

Echoing the views of the other winners Simon Loomes, from The Wild Card commented: “We’re delighted to win IC&G’s recent promotion, which has been designed to support both independent retailers and consumers alike. At a time when local businesses need strong, practical backing, initiatives like this not only drive sales but also strengthen the relationship between retailers and their communities. It’s great to see a brand putting real thought into how it can benefit the entire supply chain, and we believe the industry needs more of this kind of forward-thinking approach.”

IC&G has also given each winner special point-of-sale material, including a large window poster and smaller till-point display.

Left: The new range features both Noel Tatt and Quitting Hollywood branding.

Above: IC&G’s Barbara Currie (far right) outside Mulveys Gift Shop with owner Pat Mulvey.

Above right: The Wild Card’s Simon Loomes (left) and daughter Isabelle with IC&G’s Alex Ashman.

Above: (left-right)

ArtPress founders and owners Janie Markham, Ann Viney and Linzi RussellWatson.

Below: Best-selling early ArtPress designs by Sam Toft and Jane Ormes, along with a Vintage Matchbox classic.

TOP STORY

‘Resilient Performance’

Cited At Cardfactory

Sales up, but profits down, with hopes Funkypigeon.com to boost digital growth

Despite profits being down, Cardfactory ireported a “resilient performance” over the first half of this financial year – and is banking on the Funkypigeon.com acquisition to accelerate digital growth.

Cardfactory ceo Darcy Willson-Rymer commented: “Our resilient first-half performance against a challenging retail backdrop demonstrates the effective execution of our growth strategy and our ability to navigate inflationary pressures.”

Revenue was up 5.9% at £247.6m against £233.8m in the same period a year prior but profit before tax almost halved at £7.5million against the same period a year prior where it was £14m.

Having opened an additional 13 new stores in the period, taking it over 1,100 shops, total store revenue rose 2.9%.

Darcy added: "Our core stores business performed positively during the period, supported by new store openings, while our ongoing range development resonated strongly with customers, driving successful Spring Seasons.

“At the same time, we continued to advance our growth priorities, expanding partnerships and accelerating our digital strategy through the acquisition of Funkypigeon.com – with the peak festive season ahead, we are well prepared for our most important trading period.”

The report added that like-for-like store revenue grew by 1.5% against a backdrop of softer summer high street footfall due to the hot weather.

LFL sales on the website were down by 11.3% “as we continue to evolve our offer to focus on higher margin sales” the statement explained, adding: “Acquisition of Funkypigeon.com post-period provides

Above: Funkypigeon.com is expected to be earnings enhancing by 2027.

access to a large established customer base and a high-quality technology platform to accelerate digital growth.”

Good momentum continued across Cardfactory’s Spring Seasons, particularly Valentine's Day and Mother's Day, with more premium priced card range development and new gift and celebration essentials resonating with customers.

There’s a new ‘Set To Celebrate’ programme to support in-store customer experience. Alongside new premium card ranges, over 80% of Christmas gift ranges are new for 2025, including a new Secret Santa range, as well as 95% newness in celebration essentials.

And Cardfactory has introduced a significantly enhanced Halloween range, aligned to consumer trends for this growing celebration occasion supported by a nationwide marketing campaign.

The business said an efficiency programme will enable it to mitigate the more than £20m FY26 cost inflation, which includes significant rises in national living wage and employer national insurance contributions, as well as wider inflationary pressures.

With mid-to-high single-digit percentage growth in adjusted PBT in FY26 still on the cards, the statement added: “Despite the challenging consumer environment, our expectations for H2 remain unchanged. Building on the success of our H1 seasonal performance, our peak trading plans are in place to deliver on our expanded celebrations offer and strong value proposition, particularly across Halloween and the important Christmas season.”

Alpha Colour Printers christens new press

A six-month build and installation process has seen greeting card printers, Alpha Colour Printers become the proud owner of a brand-new foiling and embossing machine that’s been put straight to work.

Although the official launch date isn’t until 15 October when publisher customers have been invited to see the SBL-820EF in action, md Amy Muldrew said: “Our first project on the machine –fluted foil work for Cherry Orchard Publishing –was produced with outstanding results, showcasing the press’s precision and versatility.”

Representing an investment of around £250,000, the Taiwan-built machine was supplied by Jim Lindley, md at SBL Machinery UK, who has been providing hands-on training at Alpha’s Gloucester factory, where it has joined the existing line-up of finishing equipment, which includes a Gietz, Saroglia, Cylinder, and two Kluges

“Rather than replacing existing kit, this new machine complements our fleet,” Amy added, “offering faster throughput, deeper embossing, and exceptional foil quality thanks to its impressive 200 tonnes of pressure. The result is a combination of speed, precision, and finishing excellence that strengthens both our efficiency and creative potential.”

Citrus Bunn x Lesser & Pavey

Known for her punfilled greeting cards, Citrus Bunn owner Clemency Bunn is spreading her wings in a new direction, with a licensing partnership with giftware specialist Lesser & Pavey that was unveiled at the recent Autumn Fair. And the move into a range of mugs, lap trays, egg cups, coasters, and more has allowed the designer to showcase her watercolour artwork in the British Birds by Clemency Bunn collection.

“The design journey was a joy from start to finish,” Clemency said, “a whirlwind of feathers, birds and even their eggs! Working with Lesser & Pavey through the process was a true collaboration, from perfecting the packaging to painting what felt like a gazillion feathers.”

The collection brings to life some of the UK’s most beloved birds in Clemency’s soft, expressive brushstrokes – from the cheerful robin and jaunty puffin, and even a mischievous gull complete with chips.

Above: Alpha Colour Printers’ md Amy Muldrew with reprographic director Luke Ostle (left), SBL’s Jim Lindley and foil operator Richard Jones (right).

Top: The new British Birds collection from Lesser & Pavey.

Above: Darcy Willson-Rymer in Cardfactory’s 1,100th store, in Cheshunt.

Above: Cardfactory has ramped up its Halloween offer this year.

This collection captures nature at it’s very best with beautiful and captivating images of wildlife in their natural surroundings. Nature Tales is a favourite amongst our customers Proud to be

TOP STORY

TOYW Hits The Big Screen

GCA’s card-sending initiative gathers momentum

Thanks to widespread adoption by those in the greeting card community, the GCA initiative, Thinking Of You Week hit the media and the consumer last month.

It certainly made the news thanks to the efforts of Highworth Emporium owner Aga Marsden, who appeared on TV, radio and in the press with her Write A Card, Deliver A Smile initiative.

Linking it with the Wiltshire town’s annual Volunteers’ Week, Aga’s appearance on BBC Points West news programme saw the broadcaster understand how sending and receiving cards is a great way to bolster mental health and alleviate loneliness.

“We were so excited to welcome the BBC team into our shop to see our Thinking Of You Week project in action,” Aga

commented. “From our card writing station to the amazing support from local schools, customers, our team, and the Scouts — together we’re creating a real wave of kindness across Highworth.”

The retailer’s TOYW was made possible by a donation of over 1,000 greeting cards from publishers including Cath Tate Cards, Emotional Rescue, Hallmark, Ling Design, Paper Salad, Raspberry Blossom, Stormy Knight, UK Greetings, Wendy JonesBlackett and Woodmansterne.

Aga’s TV appearance came after her early morning outing on BBC Radio Wiltshire, where reporter Kayleigh Barker interviewed her about the project which has seen the 1,000 cards written by members of the Highworth community and delivered to spread smiles around care homes, hospices, hospitals, and neighbours in the community thanks to the Emporium team and local Scouts.

More thinking and doing

So many retailers, publishers and trade suppliers put their own spin on TOYW this year. Danilo joined in with a Jar Of Joy in the publisher’s reception area in its Waltham Abbey HQ where members of the team could dip in for a little boost, from positive affirmations to small kindness challenges, and add their own uplifting note to share with colleagues.

As Daniel Prince, md commented: “It’s a simple way to spread smiles in the office and keep the spirit of TOYW alive throughout the week.”

Laura Darrington Design marked the week the publisher’s sent a box of our cards to Francis House Children’s Hospice

Commenting, publisher founder Laura said: “This cause is especially close to my heart, as they support my dear friend’s daughter who is living with a life-limiting illness. We hope our cards bring moments of thoughtfulness and positivity – whether gifted to families or helping raise funds for such an amazing place.”

Spreading happiness

As part of its TOYW commitment, in London’s Stoke Newington, retailer Earlybird’s Happy Card Project garnered a whopping 172 card design entries from youngsters at the nearby William Patten Primary School, which filled the card shop’s window so people could view them and vote for their favourite.

Pupils were asked to make a card

they thought would make someone happy, and the one which receives the most votes will be printed by Windles Group, and sold in store to raise money for a charity of the winning child’s choice.

Having shared the project’s concept industrywide via the GCA, with the support of printer Windles to facilitate other similar incarnations, Sarah Halsall of Handpicked By

Royal Mail’s back in black Royal Mail, which supported TOYW with a franked mail message, has claimed it’s back in the black for the first time in three years, reporting a £12m annual profit for the 2024-2025 period – but only by having excluded significant redundancy costs.

The recent announcement, from parent company International Distribution Services is being positioned as marking a turnaround in the 509-year-old delivery service’s fortunes with Czech billionaire Daniel Kretinsky, now chairman of Royal Mail since the takeover through his EP Group division was completed in May.

In the year to the end of March 2025, Royal Mail posted the £12m adjusted operating profit due, apparently to the growth in parcel volumes, automation, and continued investment in out-of-home locations where mail and parcels can be picked up or dropped off – including voluntary redundancy costs shrank the losses to £8m from £348m in the previous financial year.

While the expected savings from the universal service obligation changes forced through over the summer, allowing RM to cut second-class deliveries to every other day with none on Saturdays, have as yet to have any reportable impact, IDS boss Martin Seidenberg hailed the news as an “important milestone” for the business where letter volumes have almost halved over the past decade.

While Royal Mail believes it can “absorb that within the business” group finance chief Michael Snape said: “It’s going to set us back a little bit in terms of the shape of the recovery over the next few years, but it doesn’t make us less sustainable. It maybe just slows the progress a little bit.”

Henrietta in Poynton decided to run her own Happy Card Project, determined to also receive the royal seal of approval.

She’s put together the competition very quickly, picking a winner then get a print run turned around incredibly quickly thanks to Windles, so she could take some of the cards to present to His Majesty King Charles!

Above: New post boxes with solar panels to power the scanner and dropdown drawer have been introduced in 3,500 locations.

Above: Indie retailer Aga Marsden fully embraced TOYW this year.

Above: The TOYW card writing station in Highworth Emporium.

Above: Highworth Emporium engaged with local schools for its TOYW initiative.

Above: Helping a hospice has been Laura Darrington’s TOYW project.

Right: Ling (left) and Danilo joined in with TOYW.

Above: Earlybird’s window is full of Happy Cards.

PG Live 2026 Is Open For Registration

Over 140 exhibitors are already committed, get it in your diary

In response to pleas from the super organised, Progressive Greetings 2026, the dedicated global greeting card trade show, is now open for registration. Taking place on Tuesday 2 June and Wednesday 3 June in Islington's beautiful Business Design Centre in the heart of London, PG Live 2026 will showcase thousands of incredible new greeting card designs, amazing ranges and exclusive offers.

Above: London’s Business Design Centre will once again be home to PG Live next June.

Below: A group of leading indies catching up at this year’s show at The Retas Wall of Fame drinks.

show director, Warren Lomax.

The PG Live 2026 exhibitor line-up already includes lots of great names, such as The Art File, Paper Salad, 1973, Cath Tate Cards, Studio Boketto, UK

Stationery Supplies celebrates 20 years

Two decades of retailing has whizzed by for indie Sarah Laker as she recently celebrated 20 years of her Stationery Supplies store in Marple with customers, suppliers and pals.

Retail buyers, international distributors and licensees are now invited to book their free tickets to what looks set to be ‘the greatest greeting card show in the world'.

“Even eight months before the show, we have well over 140 fabulous exhibitors who have already booked their stands for PG Live 2026 – and there are loads more in the pipeline… I wish it was happening tomorrow!” enthused

Celebrating Black History Month

Greetings, Emotional Rescue, Danilo, Woodmansterne, Museums & Galleries, Ohh Deer, Ling Design, Abacus Cards, Dean Morris Cards, Wendy Jones-Blackett, Alljoy Design, Brainbox Candy, Hallmark, Paperlink, Raspberry Blossom, and Pigment as well as many more, including a host of exciting newbies and brand-new sparkling start-ups in the expanded Upper Village and Springboard areas.

As the world leading dedicated greeting card show, PG Live will bring together hundreds of publishers, artists and designers with retailers, international distributors and trade suppliers to showcase the very best of the greeting card community.

As ever, visitors and exhibitors will also be treated to a free lunch on both days, free refreshments and an opening night party!

www.progressivegreetingslive.com

The GCA and the Cards for All initiative are both embracing the opportunity to shine the spotlight on Black business leaders in the industry for Black History Month this October with online and instore activities. The GCA has instigated a series of interviews with Black-owned publishers, co-ordinated by Sarah-Jane Porter, head of the GCA’s association’s D&I sub-committee and Moonpig’s global design and licensing director, that will be shared far and wide. Meanwhile, the Cards For All activity, has seen a group of diverse greeting card publishers – AfroTouch Design, Street Greets, The Black Card Company and The London Studio Artists Collective – join forces to design a new campaign poster, urging retailers to champion diversity beyond Black History Month.

The Change Your Perspective poster has been distributed to retailers nationwide, to spark conversation and remind all that inclusive card ranges should not be limited to a single month in the year.

“Representation matters in every aisle,” stresses Georgina Fihosy, founder

She threw a party outside the store, complete with huge cake, with the celebrations involving goodie bags for the first batch of customers spending over £5, and a roll the dice game with prizes, including the chance to win their stationery shopping for free.

“I had such a great day, really felt the love from all sides,” Sarah told PG.

The Proudly Keeping Marple Scribbling Since 2005 tote bags, printed by Involution, were stuffed with a plethora of goodies thanks to Maped Helix, Pentel UK, Stone Marketing, Staedtler, Snopake Brands, Exaclair, The Cambridge Confectionery Company, Antalis, Exertis, Paper Salad, and Silvine UK

Looking back to when she bought the store, Sarah said: “Way back in 2005, I swapped my nursing career and stepped into the world of stationery with absolutely no clue what I was doing, other than a dream of having my own shop and a love of all things pens and paper, I bought Stationery Supplies and started to wing it. Never in a million years did I imagine that leap would lead to so much!”

of AfroTouch Design, who is heading up the Cards for All Black History Month campaign as well as participating in the GCA BHM activities. “Black History Month is an important moment of celebration, but customers deserve to see themselves represented not just in October, but all year round.”

Retailers are encouraged to display the poster prominently in-store throughout October and beyond, and to actively showcase their diverse ranges online.

When asked by Moonpig’s Sarah-Jane Porter “What challenges have you faced on your journey so far, and how did you overcome them?”, Georgina jumped straight in: “The biggest challenge has been breaking into an industry that wasn’t always inclusive. It took persistence to get retailers to take notice, but I stayed true to my vision. I also lost some wholesale accounts along the way, which pushed me to refocus on direct-to-consumer sales and explore new B2B opportunities. Perseverance and building community support have been key to overcoming those hurdles.”

Above: Sarah with the giant cake.

Below: The window display.

Far left: The poster that Cards for All has designed for retailers.

Left: AfroTouch Design’s Georgina Fihosy.

DAVID ROBERTSON

Soul Searching

never been able to jet off, switch off, relax and recover, but ever since my young lad came along life needed to be different so with that in mind we headed off for a week or so to Dubai and Abu Dhabi.  While the main aim was to spend time together as a family, it also prompted some soul searching about the essence of any business.

As part of our recent trip, we stayed at a Warner Bros hotel which gave you access to its theme park and Seaworld. A few days earlier we had also visited the nearby Legoland. Having experienced theme parks around the world I thought I knew what to expect.

What followed though was a strange, almost out of body experience as they were quiet, like they were our own personal playgrounds, you could just walk onto every ride. The restaurants were empty, but the staff were super friendly and helpful. The staging, theming and rides were all super cool, but what I quickly realised was that a theme park is more than the actual physical rides or the staging of the park. You need the crowds, the queues, the anticipation, the noise and maybe even the occasional bit of stress.

Now don’t get me wrong we still had fun and made amazing memories, but sometimes these theme park experiences felt, well, a little soulless.

This got me thinking about our industry, my own business and maybe yours too.

Cards are just bits of folded paper, yet once we open them, read them and look at the writing they shift the feeling in that room. They shift the feeling in you. Often the words will have been carefully chosen by the sender as

there is something still very endearing about the joy of sending a greeting card.

The physical nature of cards is also super important. This is why cards remain on display in homes long after the event they were sent/given to mark. This is why we find them in drawers years after and seeing them can take you right back to that soulful moment.

So how do you nurture the soul of a retail business to make it even more appealing to your customers?

they are very apt. Sometimes they may have been written by a copywriter but are wholly appropriate for what you need.

Behind every card though is a thought, sentiment or care. Someone took time to pick it, to think of you, to write in it and send it/give it to you. You were in their thoughts, and they wanted you to know that.

Cards have been termed as slowdown communication! This is not a dig at Royal Mail, but means that the time it takes to choose, send and then read a card is far more important than many people give them credit for.

In a world where so much is instant and messages can be across the globe in seconds,

A great location, a cool brand, interesting product does not guarantee success, it needs to have a distinct ‘direction of travel’. The team working there, the way that you are welcomed when you enter the shop play a big part in whether that business works long term.

This is undoubtably easier to get right in your own indie store. Most of the time an owner operator will be there and their fingerprints will be all over the store.

This of course gets harder as you grow. You do not want it to become too sterile an environment where everyone is following a strict rulebook, but equally you are then relying on other people to carry out your wishes.

I recently visited the new Ryman Design

Inset: David making memories with his son Hudson.

Above and left: Life is full of thrills and spills, just like themeparks.

store in Edinburgh when I was in the city to go see the mighty Oasis (which incidentally was a perfect example of a gig with soul, nostalgia and almost a religious experience!).

As soon as entered Ryman Design it felt very much to me that it was a bit like a Paperchase with Pukka Pads!

Now the old Ryman stationery stores were functional at best and this was a definite improvement on that. Staff were friendly, chatty and happy to help me find some cards. I particularly liked The London Studio’s Artist Collective selection, the section where Theo (I’m on first name terms with the owner after meeting him at Spring Fair!) is championing independent, artists and small creative businesses.

I bought three cards in total - one from Cardinky by Danny Boy, one from AbiGoLucky Design and one from Kat French.

I had never bought from any of these brands before, but I must admit I loved the cards and after speaking to the staff it was clear they loved the collection too and enthusiastically pointed out their favourite designers to me.

They were also keen to highlight some cool new notebooks among other things. Because they had the time and I was willing to engage, it felt like they were really interested. Now some people don’t want that. Some customers want a quick in and out like the dentist’s chair, but many of us want shopping to be an experience, creating positive memories of how you were spoken to and helped.

For me that all adds to the complete store. It adds to the soul.

To me ‘soul in business’ refers to a company's core identity, defined by its fundamental values, mission, and culture, which goes beyond profit and connects to human well-being and positive impact.

I would suggest that the Ryman Design store I visited did all of this and I left with around £10 of cards that I had no real intention of buying.

Looking at the other retail groups in the

UK it is perhaps easier for Scribbler and the quirkier niche chains to tick all the boxes. The fact that Cardfactory or Clintons have to really appeal to everyone arguably makes it far harder to generate that tribal culture.

Step into an indie card retailer and you’ll find a lot more than displays of greeting cards. Our stores are a reminder of life events. We share in the joy and sorrow that make up a community’s rhythm. Weddings, funerals, graduations, new homes, starting school, picking your favourite Jellycat, we feature in people’s lives.

Nurturing this cultural role can be as important as managing stock or negotiating terms. Indeed, the most successful card businesses position themselves not as mere retailers, but as participants in the life of their customers, season by season, year by year, event by event.

Ranjay Gulati, one of the leading business professors at Harvard believes that many start-up businesses get this very right at the beginning as they are laser focused on who they want to sell to and how they are going to do it. He believes that this is the soul, the essence of their business and even the energy.

The rollercoasters I went on with a 3-year-old were not the all out thrill rides I am perhaps used to, but the fact remains that in my son Hudson’s view they were “superfast!”

They of course still had many twists and turns, they had slow points, climbs and sections that went past in a flash.

Independent shops or ‘magnet stores’ as I like to call them encourage customers to come not only to purchase but to browse, to be reminded of upcoming milestones, to discover things they didn’t know they needed.

Even the act of browsing itself has value - it encourages mindfulness and anticipation in a way that online shopping rarely does.

Us indies also support local charities, foster neighbourhood identity and are very often a safe space for the customer. I can think of many people who come in to our shops daily, not just to buy but to chat and feel valued. It also allows customers and your team to get to know one another and building that bond will sustain businesses.

Life and business really is a rollercoaster ride, but the most important part of it all is how you feel while doing it. It can be exciting, challenging, frustrating, scary and exhilarating all at the same time.

Hudson’s catchphrase on Eel Racer was, “again, again, Daddy”. He enjoyed it so much that he didn’t want to get off. Isn’t it great that when you find the right business for you that has a soul that customers respond to, that is exactly how you feel.

l To contact David email: jppozzi@btconnect.com

Above and right: Having publicised that the Jellycat Christmas selection was going on sale, queues formed outside David’s Bijou shop an hour before it opened, with purchases being rationed.

Above left and right: Ryman Design’s Edinburgh store and the three cards from the Artists Collective range from The London Studio that David bought. Right: The big kid that is David Robertson, on holiday in Dubai!

Below: Some pool time relaxation and luxury for The Robertsons.

Boom Boom!

the value of their property and their pensions. Many are comfortably off with relatively high disposable income as they are retiring or entering their last years of employment. In many ways boomers were responsible for the huge growth in the sales of greeting cards in the 1990s and the 2000s. They not only fully engaged the greeting card sending habit, but passed that baton on to Gen Xers, who also embraced the habit with gusto. Xershave, in many cases large social circles, especially the women, and this tends to lead to frequent card sending for a myriad of occasions and reasons.

And there are strong reasons to believe that many Gen Xers will continue the card sending tradition. They are often known as the latch key generation, as they grew up with either both parents working or with parents that divorced and so are self-reliant in many cases.

Boomers for the first time globally and will remain the biggest spenders until 2033, according to a recent survey. This has to be good news for the greeting card industry, reflects Cardsharp.

For those readers who think Generation X is the punk rock band where a snarling Billy Idol launched his career, Cardsharp will clarify. Generation X refers to those people born between 1965 and 1980, so are

currently 45 to 60 years old, while Baby Boomers captures those born between 1946 to 1964, so are currently between 61 to 79 years old. And Generation Zers are those aged 15 to 29.

Gen Xers’ financial preeminence will have significant impact on the UK retail scene. There are13.7 million Gen Xers in the UK, which represents about 20% of the population. Up to now Baby Boomers have been regarded by many as the 'Gilded Generation'. All though it is easy to generalise, many Boomers benefitted from the huge increase in

Gen Xers are also self-reliant in that they are the last generation to grow up without the internet or the mobile phone. This last analogue generation so to speak, means that although Xers are enthusiastic digital adopters, they still highly value their human contacts. Although many are at the height of their earning power, having experienced the financial collapse and subsequent recession of 2008 to 2010, the fallout from Brexit, Covid and lockdowns, they are often financially prudent. But when they do splash the cash, it is generally a mixture of online and bricks and mortar. And generally, they are no mass lovers of Temu and their like, displaying brand loyalty and a willingness to pay more for quality. This means that they will probably have a multi-channel approach to shopping so retailers with both a strong bricks and mortar and online presence will do well with this demographic. You generally won’t find them spending time on Tik Tok, but Facebook, Instagram and increasingly YouTube, rather than traditional network TV. Nor thankfully, are they influenced by the mighty army of ‘influencers’, or ‘content creators’ as they like to be called these days.

Gen Xers are predicted to be the biggest spenders until 2033, and the fact that they are big card buyers bodes well for our industry in the decade to come, believes Cardsharp. After this the millennials will take over that coveted top dog position position. And with this follow on generation, also loving greeting cards and stationery the future for our industry looks bright for a few years yet, senses Cardsharp.

Above: “Boom, Boom!” was the catchphrase of the celebrated puppet Basil Brush.

Below: Punk Billy Idol was ahead of his time in calling his band Generation X.

But what about after that? Well superficially, you would think the long-term future doesn’t look so bright? The next Generation Z, comprising 15-29 year olds are often characterised to be the lonely generation. Glued to their screens, either working from home or not working at all, they are probably the most isolated generation in history. Starved of the sense of

community, that clubs, offices and outdoor activities can bring to a life, one would wonder who are they going to send greeting cards to? And where are they going to get the money to buy cards? Apparently, even Gen Z Influencers, of whom there are an estimated 45,000 in the UK (which is more than the number of dentists in the UK), experience severe loneliness. Cardsharp supposes that taking pics of yourself and having thousands of online followers, is no substitute for real friends. And you wouldn’t have thought these followers are likely to send you a greeting card.

Yet, counter intuitively the opposite seems to be happening. Recent surveys show that they generate sustained levels of greeting card engagement. A UKG report showed 62% of the UK population sent at least one greeting card across the four Spring Season events, and among Generation Z that figure rises to 72%. This is great long-term development for the greeting card industry. Cardsharp wonders whether Gen Z’s very isolation and loneliness, has stirred something inside them.

The need to embrace the sentiment and a sense of belonging that might be lacking in many young adults’ lives. Whatever the reasons, we should not knock it. Cardsharp concludes that greeting cards can reach the hearts and minds of Gen Z in a way other things struggle to penetrate.

Oops! Pressed The Wrong Button

What with the sale of Funkypigeon to Cardfactory and WHSmith high street being sold to Modella Capital and rebranded as TG Jones, this might be the last time you see the name of WH Smith in a Cardsharp column for a while. But he could not let the news of an accounting error of £30 million by the PLC go uncommented. Especially as the error led to £500 million being wiped off the retailer’s share price due to this profit overstatement.

Cardsharp couldn’t hold back a smile. A ‘routine' endof year review discovered that that WHS had been booking in supplier’s promotional payment items too early. In fact, before the goods were even sold. “Accelerated recognition of supplier income” was the technical term used. An independent review will be looking into whether profits in prior years were inflated too! Cardsharp awaits the result with bated breath.

Cardsharp is never one for a conspiracy theory. To his mind, the cock-up theory in history is usually the most plausible, but he does wonder about the timing of this announcement of this monumental slip of the calculator. They say they only discovered the mistake three weeks ago, but was it entirely a coincidence that long serving financial director, Robert Moorhead, who for many years was considered part of the furniture there, resigned last December, and that WHS managed to complete the sale of WHS high street and Funkypigeon before the announcement was made? If news of the accounting mishap had been announced before the sales were completed, Modella and Cardfactory would have been in a much stronger position to negotiate the price down with a PLC that would clearly have been seen to be in a beleaguered

state. As it was, WHS was able to sell both Funkypigeon and WHS High Street at, if not top dollar, then at reasonably good prices. It is also interesting to note that it has been established that the financial position of WHS high street was not in as good position as initially stated when Modella bought it. Cardsharp wonders what else will come out the woodwork with the now exclusively travel retailer that is WHS. He recalls that about a decade ago, the mighty Tesco, experienced a similar kind of accounting error, and the share price took several years to fully recover. He wonders if the same will happen to WHS. The share price has already dropped by 42% to a 12-year low. No doubt there will be some serious bloodletting with sacrificial heads rolling at the top level.

And as for TG Jones, the new owners of WHSmith High Street, Cardsharp is convinced that Modella is not in it for the long term and that a financial restructuring leaving suppliers and landlords at least partially out of pocket, is a distinct possibility at some time in the not-too-distant future. On the fascia at Cardsharp’s local store, the new TG Jones signage and logo looks so cheap and nasty, akin to something designed by a 15-year-old GCSE graphic design student. And that same student probably came up with the naff name as well! Modella already owns Hobbycraft, Crafter’s Companion and Ted Baker and as PG went to press it was announced that the beleaguered Claire’s retail chain in the UK had been acquired by Modella. In Cardsharp’s view, he wishes this big chunk of high street retailing had a more caring custodian.

It will be a case of ‘keeping up with the Joneses’!

Left: As the shoppers in the new look Clintons in the Cotswold show, cards transcend the generations, at present.

Below: Cardsharp feels that greeting cards will hold their embrace for the generations to come.

Below: Cardsharp is not a fan of the rebranding job of WHSmith High Street.

Bottom: Claire’s is the latest retail name to be linked to Modella Capital.

Mince pies are already a firm fixture in shops, various Advent calendar incarnations have been bombarding our inboxes for weeks and greeting card retailers are bracing themselves for this year’s festive trading rollercoaster.

PG checked in with several key cardies to find out more about their Christmas tingles.

Miles Robinson, co-owner of House of Cards, seven shops in the Home Counties

Christmas Tingles:

“I feel we are on for a robust Christmas. The last quarter has traded well, showing early double-digit growth which has to be good news.”

Putting On The Glitz:

“We put our Christmas boxes out in the stores at the end of September, a smidge earlier than usual, but introduced them earlier online and saw an early pick up on sales, which is a positive sign. We are continuing our more premium focus on Christmas cards and have extended this into our gift selection for this year.”

Angels At Work: “For all the general doom and gloom in the media, from what we’re seeing the consumer is pushing back and is keen to show they care to people that matter to them. With mental health very much at the forefront of society, it does seem that we, as individuals, are trying to help on this front, and the sending of Christmas cards is very much part of this.”

Michael Apter, owner of Paper Tiger, four stores in Edinburgh

Christmas Tingles: “I think that ultimately it will be OK.”

Putting On The Glitz: “As ever we put our Christmas selection out in early September. Some customers may roll their eyes, but invariably they then go and have a look anyway. Customers know what’s coming, after all fashion retailers always put their Winter clothing out in August.

Continuing the strategy we have been following for much of this year, we will be putting a big focus on customer service. Integral to this is our reframe of what we previously referred to as the ‘shopfloor’ to it being seen very much as the ‘salesfloor’. As part of this we have superceded the task-orientated responsibilities of our store team to one that means they are very much there to serve and sell to the customer. This strategy shift has already resulted in sales improvements that we believe will really come into its own in the run up to Christmas.”

Angels At Work:

“Consumers are already buying Christmas cards in our stores, which is a very good sign.”

Above right: Having just completed the Edinburgh 10K, Paper Tiger’s Michael Apter is fit for the Christmas trading marathon.

Below: Christmas products have been on sale in Paper Tiger stores for weeks now.

Below right: An Advent card from The Art File that Paper Tiger is stocking.

Above: House of Cards’ Miles Robinson is hoping that Christmas card sending will be strong this year.

Below: House of Cards launches Christmas on its online site before going for it in its shops. This Quentin Blake design features in Woodmansterne’s charity box range.

VIEWPOINTS

John and Jennie Procter, co-owners of Scribbler

Christmas Tingles: “Christmas Day will happen on 25th December and we are feeling very positive about the trading up to that ‘big day’. We have every belief that our Christmas trade is going to be very good, following what has been a very strong year trade wise.”

Putting On The Glitz: “We feel very confident about our Christmas selection with a soft launch going into our stores on October 1. We have several new stores, including one that is just about to open in Bristol’s Cribbs’ Causeway, as well as a new look that debuted in our store in London’s Wardour Street that will be expanded in time across the estate.”

Pip Heywood, managing director of Thortful

Christmas Tingles: “I feel optimistic about Christmas trade this year. We are seeing traction already from the public.”

Putting On The Glitz: “We have received a record number of Christmas card designs from creators that have already been moderated so are ready to go live.”

Angels At Work: “In line with consumer demand, I sense we will be launching with Christmas cards earlier than last year.”

Festive Dampeners: “Everyone is getting excited about discretionary spend, but I do not feel this will adversely affect Christmas cards.”

Paul Taylor, managing director of Cardzone and Clintons, 275 stores

Christmas Tingles: “I took heart from a presentation I attended recently at a major banking group at which its retail expert predicted that we were on for good Christmas trade. However, I do believe it will be challenging, but we will most definitely be putting up a good fight!”

Hazel Walker, senior buyer of Waterstones, 320 stores in the UK

Christmas Tingles: “My hunch is that it is going to be a good Christmas, especially based on very strong Spring Seasons’ sales for us.”

Putting On The Glitz: “As well as having an additional 10 new stores, we will be extending the greeting card selection by a third in a number of our stores. All Waterstones stores go live with our Christmas selection by October 1 this year.”

Mark Janson-Smith, managing director of Postmark, 14 (soon to be 15) stores in London and Glasgow

Christmas Tingles: “It’s going to be good!”

Putting On The Glitz: “We recently held our Christmas conference and all of our staff loved our Christmas selection.

As we have fairly small stores, we always put out our stock later than some so as not to adversely affect our everyday card sales so will not be going on sale with Christmas product until mid/late October.”

Angels At Work: “I certainly have no reason to believe that the public will shy away from single Christmas cards or pack sales this year.”

Above: A Studio Doodles design on Scribbler’s website. Above right: The Chester store is one of the Scribbler newbies.

Above: It will the first Christmas for Clintons new look stores.

Right: Paul Taylor (second left) at the GCA’s pre-Conference drinks reception, sponsored by Hallmark with agent Rosie Trow (left) and Hallmark’s md Graeme Karavis and head of commercial, Fiona Pitt.

Above: Scribbler’s John and Jennie Procter at the recent GCA Conference.

Top: Thortful’s Pip Heywood addressing the audience at the recent GCA Conference.

Above: Thortful predicts cards using its FaceSwap app will feature strongly this Christmas.

Above right: An AbiGoLucky Christmas design that was a Thortful exclusive last Christmas.

Above: Waterstones’ Hazel Walker (left) with Stationery Supplies’ Sarah Laker at the recent GCA Conference.

Below: An expanded retail estate and more space for greeting cards bodes well for Waterstones’ Christmas card sales.

Above: Postmark’s Mark Janson-Smith with Stormy Knight’s Sarah Jackson in the London Bridge store. Left: One of Postmark‘s Christmas windows last year.

The bee is the emblem of Manchester, an industrious grafter, who collectively is a superorganism, being a lifeforce for good, just like the greeting card community - making the city the perfect location for the recent GCA Conference and AGM.

PG joined the honeypot of greeting card publishers, retailers and trade suppliers at Manchester Hall to listen, learn, be inspired and just enjoy bee-ing together!

Bee-ing Together

“We are really, really good at pulling together in this industry. We all work together to protect and promote card sending, and it grows our industry,” said Amanda Fergusson, ceo of the GCA in her welcome speech, setting the tone for the day. “I reflected on this when I listened to the England Lionesses football team speaking after their win in the recent Euro Championship. They all spoke

about the strength of pulling together as a team, working together for the greater good, and that is what we are so great at in our industry too. This year has seen more members than ever step forward with initiatives, activities and get involved in the work that the GCA does on your behalf.” As she added: “If we all do just a little bit it adds up to a lot. So, let’s work together Team Greeting Card Industry to ensure that we remain a nation of card senders!”

Certainly ‘Team Greeting Card Industry’ scored lots of winning goals at the Conference with the packed agenda being as enlightening

An emotional ballad

Providing a fitting finale to a stupendous day, Karen Wilson, owner of Paper

and new

GCA shared the ‘Ballad of Paper Salad’.

as it was entertaining. It went from the realities of the ongoing challenges at Royal Mail and rife copying on Temu to the changes in consumer card buying habits as revealed by Waterstones’ Hazel Walker, Thortful’s Pip Heywood, Kantar’s Jon Hendy as well as from the GCA’s UK Market Report (see News).

Nettl’s Raj Aurora and McDaniels Law’s Kelly Hudson put on a great double act with a thought-provoking presentation about the AI rollercoaster that is making its way into our lives and our industry.

But there was nothing artificial about the atmosphere and sense of togetherness in that room in Manchester Hall. The following pages feature just a flavour of some of the presentations. A full report appears on the GCA website (www.gca.cards)

Starting by paying tribute to her home city of Manchester, Karen then opened up about the highs and the lows of the now very successful brand that she started with her friend Claire Williams, 20 years ago, but now owns it wholly with her son Jack stepping up as operations director.

“In the early years a business mentor once told us that we didn’t have a real business, and that we were just playing at it. At the time, it really wounded us. We knew we were working all hours, not earning any money and putting everything into making it work,” revealed Karen. “He was right though. We thought we were saving money by doing everything ourselvesmanaging stock, chasing invoices, even sweeping the floor. And in reality, it was holding us back. We're designers, and we needed to spend our time designing, not involved in logistics!” she added, sharing one reason why the business, has gone from strength to strength.

With the Conference marking the start as her

two-year period as GCA President, Karen concluded with: “My heartfelt thank you for the opportunity to serve as your President for the next two years. Thank you to the council for placing your trust in me. I will give it my absolute best and intend to lead with integrity and vision and help take the GCA forward.”

Below: The packed room at the top of Manchester Hall where this year’s GCA Conference took place.

Above: The agenda which featured Manchester-centric graphics, created by Paper Salad.

Above: GCA’s ceo Amanda Fergusson (right) and Danielle McCarthy, events and marketing coordinator.

Salad

president of the

Above: Paper Salad co-founders Karen Wilson and Claire Williams share a heartfelt hug. Even though Karen bought Claire out of the business a year ago they remain close friends.

Above: Man U fan Karen Wilson, owner of Paper Salad was presented with an appropriate card for becoming GCA president while Brainbox Candy’s Ben Hickman gave her the ‘red carpet treatment’!

Handing it to Card Club

Inspiring the next generation of card senders is the aim of the new Card Club initiative from the GCA, which was launched at the Conference.

Card Club is a complete lesson plan for primary schools designed to get kids off their screens and put a pen back into their hands while also encouraging sending greeting cards.

“When was the last time you saw a child write a card to send to a friend instead of sending a quick emoji on their phone?” GCA council member and Raspberry Blossom creative director Rebecca Green asked the packed audience.

“UK children aged between five and seven spend over two hours a day on screens. with children aged eight to 11 spending nearly four hours on their phones.

“I’m sure we’ve all read articles or

watched documentaries sharing studies on screen use and how it can be linked to poor sleep, lower attention spans and rising anxiety in children.”

Highlighting that everyone attending the Conference is already part of a card club –designing, printing, selling and using greeting cards – Rebecca shared how the GCA wants to spread the message to the next generation and encourage children to connect with family and friends through cards, getting them off screens and back into real-life connections.

GCA ceo Amanda Fergusson added: “The pack includes a short film of youngsters taking part in Card Club activities, there's also a PowerPoint that goes with it that you can give to your teacher friends and children's teachers to explain what it is.

“It really offers us some great opportunities to get to schools across the country and for them to use this material. Let’s get children writing, drawing and connecting one card at a time.”

The ready-made lesson plan and digital activity pack, with printable blank cards, sticker sheets and foldable envelope template, is designed to be accessible and is available to download from the GCA website, giving primary school teachers and club leaders everything they need, with only an A4 printer, crayons and pens needed –and there are colour-me-in sheets for anyone who doesn’t have a colour printer.

The pack has been created in

Cat calls beat dog woofs

collaboration with qualified teacher Robin Lomax (the son of PG’s Warren Lomax), who trialled it to keep his primary class in Sheffield amused on the last day of the summer term, and it helps with creativity and literacy, as well as making youngsters think about who they’d like to design and make a card for – and why.

Warren relayed “According to Robin, the kids absolutely loved it, they’re in a deprived area and have poor literary skills, and they absolutely adored it – it went down a storm.”

Inspiring action, Rebecca added: “We want to create a movement of card sending with the next generation through schools and clubs, so children grow up knowing the joy of putting pen to paper and sending a smile through a card.

“The GCA would love you all to get involved and spread this message far and wide – let’s make sure the next generation grow up with cards in their hands and not just phones!”

Waterstones’ buying manager Hazel Walker gave an insight into how the destination bookstore chain, which has 320 stores across its five brands, operates as it’s known for the related products offer which accounts for 15% of business, of which greeting cards account for 10%.

Explaining that Waterstones’ greeting card offer currently spans over 150,000 pockets, varying from one bay of 100 pockets to 10 bays, she also revealed that the success of

cards instore is seeing their presence expand in some stores shortly.

Revealing a few tasty nuggets of card buying habits, Hazel confirmed that in its stores that designs featuring cats outsell dog ones by two to one, with feline designs accounting for 10% of Waterstones’ card sales. As well as book-related designs, Waterstones is also seeing growth of the more “spooky, witchy, dragons” designs among the late teens/early 20s customers while mini cards and postcards are also doing well. “Cards are really important to Waterstones. It’s something that we’re growing and continuing to grow, we see opportunity in it,” Hazel concluded. “You

guys make it really difficult for us, because there are so many great designs out there, it's really hard to choose what we pick to stock in our stores – but that also makes our job easy!”

Above: Youngsters love greeting card creativity.

Above: Rebecca Green revealed Card Club at the GCA Conference.

Top: Teacher Robin Lomax trialled the lesson plan.

Above: The downloadable lesson plan is easy to follow.

Above: Just a few of the cat card designs that are on sale in Waterstones.

Above: Waterstones’ Hazel Walker in action.

Card giving wins over tea drinking

Britain truly is a nation of card givers – even more than we are a nation of tea drinkers. That was one of the insights marketing data and analytics company Kantar shared in its state of the nation address at the GCA Conference.

Focusing on how the nation is feeling at the moment, given the current “turbulent political situation”

Kantar’s business unit director

Jon Hendy’s presentation drew data from the world of grocery shopping before sharing some reassuring stats about how the greeting cards market is faring.

Setting the scene, of grocery spend generally, Jon relayed how “there has been quite a bit of fluctuation in the subsequent three years - but in the last year to year and a half the trends have normalised and come back down to what we think are normal level with about 3% to 4% value change.

“What we have also seen during that period is a big rise in inflation. Peaking at 16.7% around March 2023, it’s back now to what we think is a more normal level, at about 3.5% but, for the last five months or so, there has been a bit of an increase, and we think that is going to be a pattern.”

on fashion, will go down, takeaways will go down, eating out will go down. A lot of people also state that they'll simply shop less often so they'll manage their budgets by not making as many trips and avoid being tempted to spend when they're on those trips.”

Moving onto an area where greeting cards have been proven to help, Kantar’s research revealed people in the UK currently have a feeling of stress and worry, with 44% stating they’re struggling, either physically or mentally.

Compared to the global average of 28%, Jon pointed out that the UK population is really feeling quite stressed and feel they're struggling much more stress wise than many other territories which bodes well for greeting cards, providing empathy and comfort. The numbers show 28% of UK households cite loneliness as one of their top five issues having a negative impact on their health.

Jon said: “A feeling of loneliness and isolation is much more prevalent in the UK than we see on the global average. The feeling of isolation from a greeting card perspective, is that communicating how cards can connect people, reaching out to loved ones and friends is going to be important.

With the chart also revealing that Brits buy cards 10 times a year, so almost monthly, while supplies of tea are only bought seven times each year on average, Jon added: “I think there's a rich seam that you people can probably tap into a lot, cards are more British than tea!”

The demographics show that 95% of postfamily households in the highest AB socioeconomic group buy cards, which is higher than average, while pre-family ones are at 88%, where he calculated there is an opportunity to increase revenue overall by £11million if that sector can be persuaded to get their card buying up to the median level.

In the quarterly Worldpanel survey by Kantar –which has just rebranded as Numerator – where they ask how people feel, it segments the responses into three groups, those who are struggling to make ends meet or pay the bills has dropped slightly from 23% in November 2024 to 22% in May this year, those who are ‘managing’ and okay with their budget is also down a bit from 44% to 43% in the same period, while the ‘comfortable’ percentage of the population, those who have enough money to pay for what they want, has gone up from 33% to 35%, and was even higher, at 36%, back in January.

“Thankfully, fewer people are saying that they are struggling,” Jon said, “although still a fifth of the population state that that's how they feel.

“However, we then come into quite a turbulent political situation at the moment. America and the war in Ukraine continue putting pressures on energy pricing. We've got a relatively new government and a changing direction.”

These reasons contributed to the population’s optimism for the country’s short-term prosperity taking a dive from 54% to 39% over the past two years, while for the long-term it’s gone down from 59% to 42%.

Shedding light on how the UK greeting card market is performing, dismissing any ill-founded myth that the card category is dying, Jon drew on his data which shows that “92% of the population buy cards on a regular basis – you’re reaching nearly the whole population”! he told the audience of cardies.

Ramming home this positive message even stronger he shared a chart that showed what percentage of GB households buy which products, greeting cards are right up there at the

That has led Kantar to predict higher inflation on its way, with a knock-on effect being some people will begin to shift from buying higher priced products to lower ones as they look to cut costs.

Jon continued: “Obviously, the whole world isn't just about grocery, but it gives us a good indication of the way the population are behaving. The spend

top, with 92% of households buying them on a regular basis, only topped by ice cream and everyday biscuits at 94% - and much more often than they buy toothpaste.

Jon pointed out: “Curiously, third from the bottom is tea, with 84% of the population buying tea. So more British people are buying cards than tea – as we’re often claimed to be a nation of tea drinkers, it’s more honest to say we’re a nation of card givers.”

The figures on how much people spend in a year on cards also had the pre-family AB sector lower at £33 each with the post-family demographic at £42, while the lowest DE group are £24 and £39 on average, and Jon concluded: “If we could get these pre-family people spending at the average of £39, that would be worth £58m for the sector –representing a combined £87m growth opportunity.”

Explaining 75% of card sales are made in “the traditional kind of celebration shops and supermarkets”, Jon shared how there has been a higher growth rate in the secondary channels of department stores, home and garden, and fashion outlets.

He wrapped up with a slide showing that, over the past year, the value change for greeting cards was up 3% as total retail was up 2.9%, while over the previous 12 weeks against the same period 12 months prior, it has risen 7.3% with total retail having only a 1.9% increase.

“There are strong messages for the category,” he said, “the card market is performing really strongly in the second quarter of 2025, it is a category that’s doing well!”

Above: These are stressful times and cards provide comfort and empathy.

Above: The industry should be encouraging those in a pre-family demographic to up their card buying.

Above: Kantar’s Jon Hendy proved cards are more British than tea.

Left: Greeting card buying is on the shopping list of 92% of UK households.

Left: According to Kantar, greeting cards are bought an average of 10 times a year by the British shopper.

A Manchester United: The GCA Conference in pics…

Left: The selfie frame, made by N Smith, was put to good use as (left to right) James Stevens, md of James Ellis, Wendy Jones-Blackett and Ricicle Cards’ md David Nichols-Rice demonstrated.

Right: Paper Salad’s owner Karen Wilson and Ling/GBCC’s ceo, David Byk posting their Thinking of You Week cards, which were given to everyone at the Conference, with Danilo paying for the postage to send them.

Left: Amanda Fergusson, ceo of the GCA thanked Darren Cave, UKG’s customer and channel director for his time as president of the GCA and presented him with a Manchester United card.

Left: Christmas is coming so the Conference was a great opportunity for Matt Simpson, owner of The Letter Arty to hand deliver the Choose Cards Christmas jumper that Sarah Laker, owner of Stationery Supplies had ordered from him.

Right: UKG’s ceo Ceri Stirland with Woodmansterne’s md, Seth Woodmansterne.

Left: Belly Button Designs’ founder Rachel Hare (right) and Kimberley Williams, finance director caught up with Waterstones’ buying manager, Hazel Walker after her talk.

Right: The GCA Council (left-right) Sarah-Jane Porter (Moonpig), Nick Carey (Abacus), Rebecca Green (Raspberry Blossom), Sarah Jackson (Stormy Knight), Amanda Fergusson, ceo, Karen Wilson (Paper Salad), Mark Callaby (Ohh Deer), Wendy Jones-Blackett (Wendy Jones-Blackett), Seth Woodmansterne (Woodmansterne), Jakki Brown (PG), Darren Cave (UKG), Fiona Pitt (Hallmark), Daniel Prince (Danilo), Rosie Tate (Cath Tate Cards) and Warren Lomax (PG). (David Byk from Ling/GBCC and David Faulkner of Cardology were not around for the photo).

As part of her presentation about the work of the

Sarah Jackson, owner of Stormy Knight reimagined the GCA Council (of which she is a member) as superheroes!

Left: Thortful md, Pip Heywood with Scribbler co-founder, John Procter

Above: Arena PR’s Nick Agawal (right) and Andrea Ross with Abacus Cards’ Nick Carey.

Above: (left-right) House of Cards’ co-owner Nigel Williamson, Paper Rose’s international sales and licensing director, Perlina Pierre-Davis and Simon Pryce, md of Skylight Media.

Below:

GCA,

Below: McDaniels Law’s md Kelly Hudson and Raj Aurora, md of Nettl made a great double act, tackling the subject of AI.

ACROSS THE BORDE

Food plays a strong part in the day to day running of the Roger La Borde publishing business; its history, its present and no doubt its future. Every weekday at the company’s London HQ, which is a quick walk from the celebrated Abbey Road studios, members of the team take turns at creating a delectable spread. They down tools, leave their respective desks and enjoy some banter. “The only rule we have is that we can’t talk about work,” explains Jenni Barnett, who, in addition to being the company’s creative director is also famed for her tablescaping skills.

Jenni’s tablescaping skills are set to come into their own over the coming months as the company is planning to host a series of what she and her sibling co-directors sister Alison

and brother Tim describe as ‘Thanksgiving Dinners’ to mark Roger La Borde’s 40th anniversary under their ownership.

“It certainly doesn’t feel like 40 years since we started the business. I may be older, but don’t feel that much wiser!” Jenni joked.

It all started in a bookshop. The Roger La Borde story has evolved over the last 40 years, involving a fish and chip shop, four siblings, art exhibitions, installations in Liberty and Bergdorf Goodman and numerous contemporary designer collaborations. PG took its place at the table of one of the publisher’s delicious weekday lunches at its London HQ to chat about the last four decades.

As Alison added: “As well as bringing out a special collection of products featuring the artwork of artists that we have worked with for decades, we also wanted to mark the milestone with a series of dinners involving some of the many special people who have played a part in the company’s evolution. We have a lot to be thankful for!”

There are so many fabulous stories which natural orators Jenni, Alison and brother Tim recount, each bouncing off each other, reliving the multifarious highlights in the company’s history, a tie-up with Paul Smith for an exhibition in his Paris store as part of the Idée Fixe sub-brand launch, their own store in Berlin, retail installations in flashy department stores, Bergdorf Goodman in New York and Liberty in London or collabs with top artists, such as Rob Ryan, Jane

Below: As part of marking its 40th birthday has seen a Throw Back Thursdays Instagram campaign, selecting a design from each year of the publisher’s history.

Left: (left-right) Roger La Borde directors and siblings Jenni Barnett, Alison and Tim Solnick with the publisher’s bound giftwrap archive book.

Below left: This year marks 40 years of Roger La Borde championing contemporary design on greeting cards and other products.

Arkell, Lauren Child, Su Blackwell, Jane Ray, Shag and Helen Manning, whose art had never previously appeared on greeting cards. And, not to forget expanding into the next door fish and chip shop, which was run by sister Jill in the evenings to contribute to the conversion costs.

Appropriately, the company’s story can be traced back to when Alison was working in a London bookshop.

“I had moved to the UK from South Africa and got a job in a bookshop and was amazed by the number of cards we sold, including those from Roger La Borde, which was owned by the artist Roger Gill. I heard that Roger was looking to sell the business and knew that my sister Jenni was moving over to the UK. While we didn’t

some from Jane Ray and Helen Manning, artists who the company still publishes) the two sisters set off on a retail road trip in Alison’s rickety Renault 5, which had a hole in the floor.

“Rather than thinking of ourselves as a card business, we saw us more as offering affordable artwork. Probably because of this we skirted the shops on the high streets and instead made friends with bookshops, art centres and lovely shops up the side roads of towns,” explained Jenni. “A lot of those early customers still buy from us today, which is rather lovely,” Jenni added.

Though describing it as “muddling through” for the first year, there was clearly a growing appetite for the company’s natureinspired ranges.

have any money we made him an offer to buy the business for £20,000, which thankfully he accepted. We then had to quickly figure what we had to do with it!” recalled Alison.

Starting with a handful of designs all pasted into a giant scrapbook, (including

“The 80s were tough, with Thatcherism, but lots of alternative culture and creative shops and galleries emerged. They could take a punt on what you were doing. We could do super creative things and there was a demand for it,” sums up Alison.

Looking to ride that wave, a stand was duly booked for the 1986 Spring Fair.

“On the first morning, feeling so out of our comfort zone, I remember exclaiming “I don’t like this, we’re never doing this again”, but by the end of it I had completely changed my tune and had enthusiastically rebooked, such was the positive response we received,” reveals Alison.

Brother Tim joined the team in 1993. “It wasn’t intentional that I would stay, but I am still here!” he joked.

Expect the unexpected has always been part of Roger La Borde’s remit, bringing in designers who have never been involved in greeting cards before, trailblazing production techniques and breaking new ground in product formats.

“Looking back we have never been scared of going it alone. You just have to trust your judgement, go for it and make it fun. It has been our story so far and long may it continue,” summed up Alison.

Above: The four Roger La Borde siblings (right-left) Jill, Jenni, Tim and Alison in 1996 at a show in New York.

Above Right: Just one of the Pop n Slot Advents from Roger La Borde.

Below: As this Night Flower collection demonstrates, Roger La Borde likes to take designs across cards, wrap and stationery to help retailers create stories.

Below: Roger La Borde’s long serving sales director Sarah Smith (left) and head of design Mark Hutchison with creative director Jenni Barnett showing their joy at reaching the finals of The Henries this year for its laser cut Mother’s Day range.

EMBRACiNG NATURE

Nature surrounds us and we want to keep it that way so sustainability and eco-friendly production practices are the only way to go. Greeting card publishers, suppliers and retailers are in the forefront of the movement embracing looking after the planet in the way they operate.

POC receives UN recognition

Sustainability membership organisation, Products Of Change has been listed by the United Nations as a platform to aid sustainable development to the delight of founder and CEO Helena Mansell-Stopher.

The news comes as the membership organisation, which counts greetings folk such as Danilo, Carousel Worldwide, and The Eco-friendly Card Company among its members, is preparing for its annual conference on 5 November at the Royal Geographical Society in London.

The accolade has come as the UN marks 10 years of the Sustainable Development

Celebrating sustainably

UK Greetings has declared its mission is to make every celebration more sustainable while building a brighter future for people and the planet by investing in innovation, conservation, and low-impact production practices.

All of its products use 100% FSCcertified and responsibly sourced and, since 2021, UKG has partnered with the World Land Trust to offset the carbon footprint of cards and help conserve threatened ecosystems.

Operations director Richard Wilkinson said one of the most inspiring examples of this work is in Vietnam’s Khe Nuoc Trong rainforest, and the critically-endangered redshanked douc langur is among the species the project helps through reduced hunting and deforestation pressures.

Goals, as well as 25 years of its Global Compact, and there are also five years to go

to the EU’s Sustainable Development Goals 2030 target, so POC will be reflecting on the progress achieved so far, and what still needs to happen.

“Huge thanks to our amazing industry for its continued efforts to partner and build the infrastructure through the work we are doing at POC, here's looking forward to connecting again at the Conference,” said Helena.

This year’s speakers include the production company behind Sir David Attenborough’s powerful new documentary Ocean as well as presentations from IKEA, LEGO, Tesco, among others.

Among its many sustainable improvements, the company recently completed a major upgrade, replacing an asbestos roof with high-efficiency insulated panels cutting natural gas consumption by over 20%, combined with new rooflights giving a brighter, more natural environment.

And there’s another important step in removing single-use plastics with the new packaging machinery that will replace plastic film for the unitisation of cards with recyclable paper bands, plus an investment in on-site electric vehicle chargers.

Richard added: “We’re excited to share that UKG will soon be unveiling our new carbon emissions reduction strategy, building on the ambitious targets set by our parent company, American Greetings Inc.” Right: Cards are helping the red-shanked douc langur.

Inset: These trees shots from the Ecofriendly Card Co show nature in all its glory. Below: The Ocean producers are opening POC’s conference.

Cranking up its game

Danilo is cranking up its eco game with its 2025 Sustainability Plan, and packaging is firmly in the spotlight, aiming for 100% recyclable, reusable or compostable packaging by 2030, having hit the 85% mark for products shipped last year plastic-free, while labels are getting a glow-up too. Most products already carry some guidance and by 2027 every one of its products will feature clear material and recycling labels, making it easier than ever for shoppers and stores to know exactly what to do at end-of-life.

“Clarity around recyclability is essential,” said Claire Bates, senior marketing and sustainability manager. “We’re continuing to improve on-pack guidance and strip out unnecessary plastics so shoppers can make greener choices more easily.”

Danilo is also looking to work closer with retail partners to tackle how unsold or surplus stock is managed to cut waste and ecofriendly wins are adding up fast – think centralised recycling points, bubble-wrap collection, stock donations to local charities, and Green Team initiatives to keep staff engaged.

Danilo has its eyes firmly on being Net Zero by 2050 with the business preparing to join the Science Based Targets initiative (SBTi) to validate nearterm carbon reduction goals, and it’s already making big moves closer to home as 48% of its office energy last year came from the rooftop solar panels, with a new heat and energy audit set to unlock even more savings.

Claire added: “The big picture is that Danilo’s not just looking to reduce waste, we’re looking to turn sustainability into everyday action.”

Developing for future

The ethos at specialist greeting card printer Windles has always been to develop for the future, both from a production viewpoint and the stability of the business.

The recent acquisition of its latest printing presses came after a lengthy analysis of environmental long-term benefits – the number of set-up sheets needed is reduced as the Heidelberg and its inline Cold Foil system deliver multiple precision metallic colours in a single-pass along with complex software colour and ink management.

bats and badgers rehomed when the Thame site was developed, and a wormery installed to turn food waste into compost for the flower beds.

As the wooden pallets used to deliver paper supplies can’t be reused, they’re turned into pellets in a mini biomass hub on-site, then used to heat the factory through an ultraefficient furnace, with spares given to local folk for use at home.

Bags of commitment

For Ling Design and GBCC ceo David Byk taking care of the environment is paramount: “We recognise, as primarily a paper manufacturer and publisher, how important our role is in this.

“As a business we strive to do whatever we can across the total group to share best practice and initiatives, reduce waste and energy, recycle as much as possible and to do whatever we can.”

The Wales-based roll wrap manufacturing plant ensures all waste is separated and recycled in line with the Welsh Assembly’s Towards Zero Waste initiative, with 95% of all waste from the site avoiding landfill, and water-based inks are used with waste process water treated via a filtration system so it can be returned into the main waste water system with no contamination.

All of its roll wrap is available unwrapped saving over 20 tonnes of plastic a year, and many Penny Kennedy gift bags have paper handles so are fully recyclable.

David added: We’re extending our collection of reusable present bags beyond Christmas to everyday as well.”

Walking on sunshine

Solar panels are driving the power at Enveco where the envelope supplier has just installed 335 on the roof of its manufacturing facility in Dewsbury and

an additional 20 panels at its Milton Keynes offices, to add to the EV charging points to support the company’s transition to electric vehicles.

Every item that’s reached its end of use on site is carefully segregated into dedicated collection points, and a shredder system collects and compresses all unwanted paper reducing the number of trips needed to take it to the recycling centre.

The company’s design guru Ian Kear-Bertie said the business is very conscious of the landscape, with

Under the in-house Loop-It initiative, a combination of advanced building construction, shift in the way Windles thinks about bi-products, and colour-coded action, recycle or knowledge panels means everything is produced in a responsible way. Ian commented: “We’re already planning and developing the next 15 years of environmental infrastructure so there is continuous and genuine reduction in our impact on the world where we live and work.”

In addition, all of its electricity is now sourced from 100% renewable suppliers, further enhancing the company’s green credentials and its determination to prove environmental responsibility and operational excellence can go hand in hand.

Enveco is also proud to be on target to achieve carbon neutral certification for the third consecutive year, demonstrating consistent dedication to measuring, reducing, and offsetting its carbon footprint across all areas of the business.

“These initiatives represent our long-term commitment to our customers and staff, the industry, and of course the environment,” said Enveco’s sales director John Jones. “We believe sustainability isn’t just a corporate responsibility –it’s a vital part of shaping a better future.”

Above: Loop-It is among Windles’ initiatives.

Below: Charity and recycling with Danilo.

Above: Solar panels at Enveco’s Dewsbury factory.

Above: Reusable 100% organic present bags.

Considering the life cycle

Bird & Co’s founder Emily Byrd has always had a love of nature and the great outdoors, which makes her creations fly, so she’s determined to help protect it.

From

sourcing sustainable raw materials like bamboo fine art paper and patches made from recycled thread, and conscious production by printing with vegetable-based inks or using renewable energy to power presses, through to creating packaging that can be recycled or composted after use, she considers the life cycle of each product. And her products are designed to last longer or be reused, with the fine art cards printed inside so they can be cut out and sent as postcards, while the Wild Snowglobe Christmas cards include a tip for how to help protect animals that live in the snowy landscapes as well as giving a donation from sales to the Wildlife Trust Charity.

Emily said: “My two proudest achievements so far are planting 1,200 trees around the world as well as having my cards proudly stocked in the National Trust who share my sustainable ethos and love of nature.”

Making the right choice

Treading more lightly

Santoro has taken a significant step toward a more sustainable future by introducing plastic-free packaging for its iconic 3D pop up Swing and Pirouette collections, with new paper envelopes designed in-house at the London HQ, and the cards printed in the UK on FSCcertified woodfree paper.

This year, 16 new designs have been launched in this sustainable format, eight existing ones have made the transition and four more are set to follow by Christmas, with updated and new cards coming up as the company continues the transition.

This initiative builds on Santoro’s wider sustainability commitments, including sourcing all wood for its 3D pop ups from active forests, where every tree felled is replaced with three new seedlings.

A happy dance

Sue Morrish has been doing her happy dance because she’s just managed to find a new UK source for the recycled envelope papers The Eco-friendly Card Company uses.

“It may sound like a small step, but it’s lots of small steps put together that make a difference,” said the cofounder of one of the first UK publishers to make sustainability its goal from right back in 1995 just after starting the business, committing to only use 100% recycled envelopes.

The publisher has a host of environmental firsts under its belt, including becoming the first DTR publisher with its own FSC chain of custody and the first to use compostable bags for cards, both in 2006. More recently it has carbon-balanced all paper used for product, packaging and communications with The World Land Trust

Giftwrap specialist Glick is keeping the future of the planet and generations to come at the heart of its creative decisions, with MD Becky Dobson commenting: “We act with responsibility and courage, even when the right choice isn’t the easy one.”

All of its products and packaging are printed using eco-friendly, waterbased inks on FSC-certified papers, and some giftbags are fully recyclable, with handles made from woven paper, while most of the others can be recycled once the handles are removed.

Its tissue paper, gift tags, and gift dressings come in recyclable FSCcertified packaging, with polybags only used “when absolutely necessary” and always from 100% recycled plastic. Roll wraps are

On the beach

also packaged in 100% recycled shrink wrap, while individual product units are carefully packed in 100% recycled polybags.

Becky added: “We’re continually exploring new eco-friendly packaging options and working closely with our suppliers to improve our sustainability efforts even further. Being kinder to the planet is a journey, and we’re committed to making progress.”

As part of James Ellis’ ongoing membership of 1% For The Planet, the publisher donates 1% of its turnover to charities doing environmental work.

“This year, our main support went to The 2 Minute Foundation whose brilliant beach cleaning stations help anyone and everyone get stuck into tidying up beaches and public spaces,” said owner James Stevens.

“Another new step has been tying some of our products to local causes – for example, when

someone buys one of our Cornwall maps, 1% of revenue goes straight to a Cornwall-based charity. We’re planning to roll out similar ideas in other areas too, so customers can support the places they love just by choosing our products.

“On top of this, we’ve been giving a second life to older and discontinued stock through In Kind Direct, a charity that passes on products to community groups and people who need them most.”

Above: Bird & Co’s reusable cards.

Above: Sue Morrish.

Below: Glick’s fully recyclable bags.

Left: Cards help clean beaches.

Santoro.

Up for the cup!

Adhering to scientists’ indications of what’s needed to prevent the most dangerous impacts on the planet, Hallmark has already made significant progress towards its approved 2030 Science-Based Target Initiatives. Its product integrity and engineering director Sam Inwood explained all the company’s roll wrap and over half the publisher’s cards – all made from FSC board – are now produced in the UK, single-use plastic has been removed from cards and packaging to achieve 100% recyclability, and all roll wrap is also fully recyclable after last year’s tear-strip capability investment at its British manufacturing facility.

Powering production

Printer and packaging company, The Sherwood Group is now powering its greeting card production with solar energy after the print specialist completed a solar PV panel system installation at its Nottingham HQ this year.

A total of 733 panels were fitted across two systems, delivering a combined output of 329.85 kWP, which generates almost 295,000 kWh of renewable energy each year.

For four years, Hallmark has been using James Cropper papermill’s CupCycling board made from recycled coffee cups, and an innovative scrap-pad solution has removed plastic foam pads for products with add-ons.

And the company supports biodiversity, as Sam commented: “Stoney Ridge Plantation is a 50-acre Bradford Council wildlife site that’s owned by Hallmark. The woodland is over 150 years old and is predominantly home to beech trees, as well as oak and sycamore. Some 75 individual plant and animal species have been identified on the site, including roe deer.”

Hallmark is also working towards its approved Science-Based Target Initiatives 2030 targets, which include 100% commitment to sourcing raw materials from sustainable sources to achieve zero-net deforestation and 50% reduction in emissions created by products and packaging, and is keeping pace with the evolving environmental regulations over rigorous material specification and traceability data across the entire supply chain to reduce waste, we’re looking to turn sustainability into everyday action.”

Buzzing about

Georgi Doig is really buzzing about her environmentally-friendly link as the Lil Wabbit director of happiness has just renewed the bee scheme for a second year.

“It means we have now sponsored over 120,000 Sussex bees!” buzzed Georgi. “Our cards for bees scheme, launched in 2024, sees us sponsor one bee for every card sold, through The Bee Butler in West Sussex, and

allows us to support our local pollinators while fitting perfectly with our business’ animal theme.

“The reason our sponsorship is important is because honey bees are the only kind of bee that we, as humans, can really manage as we have little control over wild pollinators and bees are in critical decline, and honey bees contribute to our overall pollination in a big way.”

For publishers, this means a substantial share of the energy used in the production of their cards now comes from a clean, sustainable source, helping to reduce the overall carbon footprint of the supply chain.

MD Richard Bacon said: "Our investment in solar panels has allowed us to reduce reliance on non- renewable power and cut carbon emissions across our business. Just as importantly, it supports our customers in meeting their own sustainability goals by ensuring the greeting cards we produce are manufactured more sustainably for the future."

As part of Sherwood’s ongoing environmental programme, it has installed two electric vehicle charging stations on-site this year to encourage greener transport choices, and continues to focus on energy efficiency, reducing emissions, and adopting sustainable practices wherever possible.

Call for kelp

Kelp ink is the latest move for The Art File, as sales and marketing manager James Mace explained: “We’re continuing to explore and push ourselves as a business to be as ecofriendly as we possibly can.”

The sustainable product has a negative carbon footprint as it’s derived from waste biomass leftover algae and creates large amounts of oxygen during the growing process – it also contains none of the harmful PAH chemicals.

The Art File will be printing its new wrap for 2026 with kelp ink at Print 4 in Nottingham.

Pushing the envelope

Cardology has been pushing the envelope to cut waste and eliminate cellophane while enhancing the presentation of its 3D designs.

Director David Falkner said: “We replaced the traditional white envelope with reversible packaging that protects the product, especially while on the shelves in shops, eliminates cellophane, and becomes part of the gift.

“Thoughtful design should serve a purpose and elevate the experience. It’s a small change, with meaningful impact, for the customer and the planet, because it’s time packaging did more than just package!”

Above: Eco ink printing for

The Art File.

Above and below left: From cup to card – and helping nature.

Above: The solar array powers Sherwood

Above and left: Happy to support bees.

Above: Cardology’s new packaging.

Some gorgeous new ranges and designs that have recently launched onto the market.

Birthdays Bonanza

The latest release from The Curious Inksmith, with designs featuring the brand’s signature 3D emboss finish, is just one of 20 new collections that are being launched by Ling Design. With almost 200 new designs across the portfolio, they are now available for preorder for delivery in December. Ling Design 01892 838574 www.lingdesign.co.uk

Revved Up

Adding to the popular Landscape and Signs of Life collections, Purdie Gallery has launched Places and Cars greeting card ranges, both anchored by David Purdie’s distinctive graphic art style. The cards are printed on 300gsm, FSCcertified board and are paired with an ivory envelope. Purdie Gallery 07774 920622 www.purdiegallery.co.uk

Heavy Metal

Sanders de Roeper’s birthday Milestones range is full of metallic dazzlers, created with young spirited, inner children in mind! With the aim of bringing back childhood magic, this range of big birthday numbers create all the more reason to celebrate with serious style, extra pizzazz, and characterful rebellion against getting older in a boring way.

Sanders de Roeper 07872 522409 www.sandersderoeper.com

Nature’s Calling

To Die For

Heyyy Cards’ new Christmas die-cut cards really are a cut above! The festive Taking Shape Collection includes wonderfully foiled and embossed designs, including a festive Christmas tree, Santa’s sleigh, holly wreath and a gingerbread house design that looks too good to eat.

Heyyy Cards 07488283524 www.heyyycards.co.uk

Comedy Central

Abacus has partnered with the Comedy Card Company on three new humour ranges, one of which is Beastie.  Distinguished by a soft pastel coloured palette, these quirky, naïve hand-drawn illustrations are paired with amusing ambiguous wordplay captions. The cards are left blank inside for the sender’s own message. The cards are accompanied by a white cartridge envelope.

Abacus Cards 01638 569050 www.abacuscards.co.uk

Bug Art has released 12 new designs into its popular Scenics range. A charming collection of idyllic scenes of silhouettes are set against a glowing sun, crafted with textured patterns of harmonious colours. Each of the 167mmx118mm blank cards are embossed and come paired with a white textured envelope either naked or in a biodegradable bag.

Bug Art 0115 929 4776 www.bugart.co.ukk

Some gorgeous new ranges and designs that have recently launched onto the market.

Shiny, Happy People

Sure to brighten up the shopfloor during the cold and dreary months, Oh, So Shiny! is a new collection from Running With Scissors.  The 20 joyous designs are a riot of colour and cheeky positivity, each enhanced by luxe silver foil and spot UV finish.   Running With Scissors 07514600422 faire.com/direct/runningwithscissors

Hitting The Numbers

Celebrating milestone birthdays with a tongue-in-cheek twist, the new Ohhhhh range from Stoats & Weasels is designed for adults who love cheeky humour and striking typography. The designs, covering ages 30–90, feature vibrant colour backgrounds and gold foil lettering. All A6 in size, they come with a yellow envelope. Stoats & Weasels www.stoatsandweasels.shop/wholesale

An Exercise In Adventure

Artist Erica Sturla has been channeling both her wellness and outdoorsy self with the latest clutch of designs for the One Lump or Two collection from Holy Mackerel. Her trademark humorous clay style comes into its own as Erica embraces camping, yoga and pilates with designs for wellness lovers with a playful side. Holy Mackerel 01395 578571 www.holy-mackerel.co.uk

Love All

XOXO is the new Valentine’s Day Collection for 2026 from Megan Claire. Consisting of 12 contemporary cool captioned cards with a gold foil finish, the on-trend red, pink and white cards are matched with a red or white envelope. Megan Claire 01536 560345 www.meganclaire.co.uk

Turning East

Among the newness from ArtPress Publishing is a range that centres on the mastery of Japanese illustrator, printmaker and artist, Tamae Mizukami. This new range is the first in the ArtPress collection to feature wraparound designs. The decorative country life designs include strutting chickens, songbirds and trotting horses. ArtPress Publishing 020 7231 2923 www.art-press.co.uk

Spring Has Sprung

New from Rainee Collection is the Mayfair range. Spanning 30 designs, these include new additions for Valentine’s Day, anniversaries and weddings. All the cards include exquisitely foiled elements to subtly enhance the designs. Rainee Collections Info@raineecollections.com  www.raineecollections.com

Some gorgeous new ranges and designs that have recently launched onto the market.

Into The Forest

Meg Hawkins’ Forest collection is inspired by the magic of woodland walks, with Meg’s watercolour mushrooms taking centre stage. Think earthy tones, hidden treasures and a little touch of woodland wonder. Perfect for bringing the outdoors in, the collection encompasses greeting cards, home fragrance, tabletop and stationery as well as bath & body products. Meg Hawkins 07811672460 www.meghawkins.co.uk

Rays Of Sunshine

Soleil is a brand new range of cards from 1973. Taking inspiration from folklore from different corners of the world, the entire collection was designed by 1973’s cofounder Emma Emmerson and foil blocked in-house on one of the publisher’s Heidelberg letterpress machines. 1973 01273 417111 www.nineteenseventythree.com

Sea-ing Is Believing

Illustrator and publisher Jo Couch submitted to her urge to draw the ocean “just because it has such a magical feel to it. It’s so vast, mysterious and full of life and has endless possibilities when it comes to drawing and using my favourite things - story and emotion!” The designs in the resultant Ocean Collection from Jo Couch Illustration include a touch of eco-friendly foil to give some added luxe to the cards.  Jo Couch enquiries@jocouch.com www.jocouch.com

Get Knitted

Brainbox Candy is now the cozy home of the knitted, naked, and naughty Nudinits greeting cards, based on the brand concept created by Sarah Simi. Having watched Carry On films as a child, Sarah set about learning how to make stop motion puppets, then found animator Ed Hartwell to work with and together they made their first Nudinits film with books, calendars and now cards based on the knitted, fabric and felt characters.

Brainbox Candy 01702 716 643 www.brainboxcandy.com

A Tray Bake

Mugging Up

Scentiment Gifts’ ceramic mug range has been extended to include six new sentiment titles covering Mum, Dad, Sister, Granddaughter, Daughter and Special Friend, as well as milestone birthday additions, celebrating key ages from 18th through to 80th . Each mug features a warm, sentiment-led message in soft colourful tones with gentle typography and subtle metallic touches.

Scentiment Gifts 01793 780 722 www.scentiment.co.uk

Storigraphic’s stationery and giftwrap coordinated collections are being further extended into homewares. Combining beautiful design with practical functionality, the company’s new serving trays - made from ISO-certified melamine resin with film and paper sustainably sourced from an FSCcertified supplier - are ideally sized for mugs, breakfast bowls or plants. Storigraphic hello@storigraphic.com www.storigraphic.com

HOW TO SAY…

unique way of expressing themselves so matching what they want to say to a greeting card has been the challenge for publishers since the genre was invented, and that’s where the words and sentiment category really comes into play, as PG investigates.

All greeting cards express some kind of sentiment, it’s when the words are added that the debate starts over whether it’s a traditional or contemporary style.

And that often boils down to the length of the verse and whether it rhymes, which tend to head towards the trad side of things.

“Is it the poem that’s sold the card, is it the design – or is it simply the need for that specific caption?” asked Jonny Javelin ’s MD Jonny Spears. “Undoubtedly, it’s a combination of all three. As a business, although our more contemporary cards with shorter verses do very well, they tend to be outsold by our longer versed ranges, and generally the longevity of the design is increased with the more sentimental verses.”

general view is that: “The shorter punchy comments and the two or four-line verses appeal to the younger market who need to buy a card during their lunch break, and the longer deeper poems are for the grandparents who perhaps have more time to find the perfect card and not just one that’ll do.”

Also known for its traditional cards, Words ’N’ Wishes really does live up to its name, with MD Rod Brown pointing out: “Words are still the key component of all sending situations, however, it has to be the right words.

“This world views life as a little bit quirkier, a little bit more succinct, with a wry whimsical sentiment. Yet the more mature age groups still lean to a longer verse to reflect their own sentiments.”

Picking up on The Henries awards, which include both traditional and contemporary

sums up the former, invariably with more editorial being for “that consumer that wishes a more meaningful expression of words to evoke how they’re thinking or how they feel about the recipient at a given time, whereas contemporary imagery can be more graphic with only a few words to evoke a particular sentiment, often linked with text-based design – but both styles work for all sending situations”.

Carte Blanche’s Wishing Well brand is another where words and sentiment have always been at the heart of its ranges. As marketing executive Natalie Pearce explained: “Whether it's a stunning watercolour scene alongside a beautiful verse or a much more modern eye-catching image with a short snappier phase, all Wishing Well designs have evolved with the world we live in today.

“We focus on authenticity, empathy and modern social values to create a strong emotional connection that hits straight to the heart.”

As a publishing giant, Hallmark has to cover all the bases, and the publisher’s head of writing, Ruth Turner commented: “Historically, rhyming verse would be seen as more traditional and, perhaps, an older send but

Above left: Trad is strong for Jonny Javelin. Far left: A longer verse from Words ’N’ Wishes. Middle left: Traditional style by Wishing Well. Left: Hallmark’s Poeticool mixes trad and contemporary.

Putting a modern slant on the trad format is Fox Under The Moon’s vibe as creator Stacey McNeill’s licensed collab with The Art File hit the spot with The Henries retail judges to nab a finalist’s place.

collections such as Poeticool show this doesn’t always have to be the case.

“The vocabulary choice, relaxed font and bold design make longer verse writing feel fresh and relevant to today’s lifestyles and relationships.”

And, with Henries finalist Hand To Heart and the Maurice Moore collections, there’s plenty to meet the need for more emotive, lengthy pieces of writing as many consumers tell Hallmark it’s the words that are the most important driver of purchases, especially for special sends and closer relationships.

Ruth added: “It’s not always about creating brand-new writing either. We have the most amazing 120-year-old archive of skilfully-crafted Hallmark writing that we can pull from – and some of it is just as relevant now as it was when it was first written, proving some emotional needs are timeless.”

Very much from the contemporary camp, Stoats & Weasels’ founder Lisa Bamford added: “What matters most is that the card feels chosen just for the recipient. That can mean timeless sentiments or something fresh and playful. I think there’s definitely still space and a real need for both approaches, because customers want choice and a message that truly fits.”

While offering a variety of styles, traditional designs are the heart of International Cards & Gifts’ ranges, and Kathryn Coyle from the design team said: “We’ve always believed in the power of words, and our popular Most Especially For You collection is proof that meaningful, heartfelt sentiment will never go out of style.

“Modern shoppers are often looking for cards that reflect their voice, but with a poetic or heartfelt twist they couldn’t quite craft themselves. In an era where emojis and texts dominate, these customers are drawn to cards that feel personal and enduring – a tactile, lasting way to express love, sympathy, congratulations, or gratitude.”

“Our writing is rooted in timeless themes – love, friendship, comfort, encouragement – but we present those themes in a stripped-back, conversational way,” Stacey said. “I think the line between traditional and contemporary is blurring, customers want the reassurance of tradition, but expressed in a fresh, accessible tone. It’s less about which camp you sit in, and more about whether the words feel relatable.”

And The Art File’s sales and marketing manager James Mace backed this, adding: “The collection subverts the traditional standard by creating complex scenes of art matched with long statements on the design. Both match the needs of consumers for specific events and messages.”

At sister companies Ling Design and The Great British Card Company, the planning phases of a range require a great deal of time and research into who the sender and recipient might be, and how the occasion might influence the requirement.

Moving over to the more contemporary style, Kali Stileman’s customers are opting for a simple approach with the pared-back Big Occasion Cards’ motif against bright yet muted backgrounds currently popular.

“There’s definitely more flowery language associated with traditional cards,” explained director of operations Jemima Stileman, “our more contemporary designs deliver the message in one simple word, with the detail in the colours and patterns used.”

Dom Early, co-owner of Earlybird Designs, knows imagery is very important to some while it’s sentiments for others, which he’s turned on its head with the publisher’s Henries finalist Super Fab sentiments range that uses neon inks, even for expressing sympathy.

“I always felt it was a risk because I knew some would feel the use of bright colours inappropriate,” Dom commented. “However, I’m the opposite of this and want to celebrate the life of the person.”

Dandelion Stationery’s founder Jo Wilson adds: “People increasingly want messages that sound genuine, not too formal or cheesy. Sentiments are more often now conversations, warm and natural. They depict how you’d actually speak to someone you care about. Even for sympathy and illness there’s now space for cards that use contemporary wording.”

CEO David Byk said: “Our sales analysis has shown that the more special the relationship, the more sentiment is desired. This has enabled us to launch higher price points in the captions that demand more prose, as the sender is looking for a card that shows their love for the recipient.

“The words used need to be carefully edited to ensure they are appropriate for the card, whether that’s less fussy vocabulary for certain relationships or a move to more heartfelt and more words, which is a growing sector that might have previously been seen as more traditional.”

The Word For Word range features in The Henries finals in the trad category, and David said that, though the sentiment is important, the copy shouldn’t overshadow the visual element, so the “latest releases have shorter verses on page one which carry over on to page three”.

Jo believes: “Traditional cards sometimes aim to say the perfect message in a polished manner whereas contemporary cards try to make it real, and say the real thing in a way that feels human and relatable.”

That’s Lucy Nicholson’s opinion too as the Lucy Maggie Designs owner said: “For me, contemporary wording feels more colloquial and genuinely personal – the kind of thing you might naturally say in conversation. It’s less about formality and more about capturing the warmth, humour, and authenticity of reallife exchanges.”

At Sunshine Bindery, Mell Oliver has noticed customers being drawn to “much deeper, more heartfelt sentiments” in the traditional style but in more contemporary language. “They’re often choosing the designs with something a little different, such as 'I'm sorry that life is tough for you right now', or 'I’m here for every version of you”, she explained.

Reconnecting the contemporary with tradition, as Mell adroitly sums up: “People want real, they want authentic, they want permission to be themselves, and I think greeting cards are a beautiful portal into this –they're like a glorious permission slip to say all the things that we’re so afraid of saying.”

Above: Earlybird’s bright Super Fab. Above right: Dandelion’s updated sentiments.

Above: Graffik sentiments by Stoats & Weasels. Above middle: IC&G continues the verse inside. Above right: Longer modern words by Fox Under The Moon.

Above: Ling’s Henries finalist Word For Word.

Evolving language

Language is constantly evolving – saying happy birthday wasn’t the norm back in the day so the nearest phrase from Shakespeare’s time would be along the lines of “fair thee well, dear friend, on this day of thy birth”!

Traditional card verses are already not quite as flowery as they once were, but there’s still an ongoing shift in both the way sentiments are expressed as well as changes to what’s actually being marked.

At Jonny Javelin, the sympathy caption still performs well with the addition of the Thinking Of You title, and Jonny Spears commented: “I wouldn’t say the latter is overtaking the former, but we do have a Sending You A Hug caption that always continues to please!”

Louise Tiler has found that sympathy cards have “gently evolved from a more traditional, sentimental style towards wording that feels fresher, lighter, and more relevant”. And Words ’N’ Wishes’ Rod Brown added: “Another trend has come in the sentiment of hug in a card as the Thinking Of You caption was always associated within the sympathy sentiment whereas now that has broadened to allow for mental health and wellbeing to brighten up a person’s day.”

Hallmark is seeing more demand for broader sends and captions with its Just Because ranges resonating well especially across younger consumers.

Ruth Turner, head of writing said: “The language of cards can be seen as a true reflection of our times. From traditional and timeless, to the topical and trending, the category documents how we articulate and share our emotions as a culture. Perhaps in years to come historians will call on cards to understand and explain this.

“Our editorial is continually evolving, social media and pop culture have unlocked a whole new range of words, phrases and abbreviations, some slang terms, some short, edgy statements, which consumers are now integrating into their day-to-day language.”

“There’s definitely been a move away from overly formal or formulaic sentiments,” said Fox Under The Moon’s Stacey McNeill. “Instead of With Deepest Sympathy we’re seeing more demand for wording like Holding You In My Thoughts or Here For You. It’s softer, less prescriptive, and more human.

“On the other side, affirmations and encouragement are hugely popular – people want cards that say things like You Are Enough or Keep Going, You’re Doing Better Than You Think.”

Jemima Stileman, of Kali Stileman, concurred: “Positive affirmations are totally the way forward! We’ve seen that customers prefer to deliver a positive message in hard times – our favourite being Sending You Big Kisses – rather than the traditional In Sympathy message.”

Having noticed a shift in demand due to the changing dynamic between the sender and recipient, David Byk explained: “Both Ling and GBCC spend a great deal of time ensuring we understand what works and what doesn’t when it comes to the language used on our cards.

“ONS data shows people are having children later, meaning the age demographics between family senders and recipients have shifted. With insight like this we continue to build on our expertise to ensure the words and sentiment align with the card.”

As language and words constantly evolve, the UK Greetings editorial team continues to research to meet customers’ need for sentiment-led cards to reflect the way they speak so the messages are meaningful and relevant.

The increased demand for less formal sympathy cards such as Here For You and Sending Love is coming through for Dandelion Stationery, along with a reducing call for narrow relationship captions like From Your Loving Wife or For My Lovely Husband, as family structures diversify.

Jo Wilson said: “Sentiments on the increase are for celebrating small wins and challenges – You’ve Got This, Keep Going, Sending Love. Mental health awareness is also increasingly popular and we developed a collection in conjunction with US distributor, Notes & Queries specifically for this purpose. Popular sentiments have included ‘You are a little ray of sunshine’, ‘You are more than enough’, ‘It will all be OK in the end. If it’s not OK, then it’s not the end’.”

Raspberry Blossom’s Rebecca Green also believes the sympathy category is changing and has taken on board comments from the Winston’s Wish bereavement charity’s young ambassadors that traditional condolences often feel outdated and impersonal.

Noticing more traditional sympathy sentiments just aren't doing it for customers now, Sunshine Bindery’s Mell Oliver said: “I can definitely see a rise in more modern affirmations, people want to feel encouraged, uplifted and powerful, and greeting cards are beautiful ways to help connect to this part of ourselves that needs to be witnessed”.

And Earlybird’s Dom Early also believes many customers want something more: “I designed Super Fab Sentiments after a bereavement, and I wanted a more positive spin on the life lost. I wanted more of an uplift from the cards I received, not dark imagery and sad words. Phrases like Big Hug, and Awesome Memories are really growing. The category is as strong as ever, people want to commiserate loss, but they also want to celebrate life.

“At my sister’s funeral her best friend said of her ‘old friends are gold friends’. That stuck with me, and I asked if she was happy for me to feature it in Super Fab. Her answer? ‘I cannot think of anything better’.”

Above: Louise Tiler’s cards are evolving. Above right: UK Greetings meets a need.

Top: Encouraging words from Sunshine Bindery. Above: Earlybird’s positive spin.

Below: Raspberry Blossom has changed captions. Below middle: Kali Stileman goes positive. Below right: Affirmations from Fox Under The Moon.

MORRIS MANIA

Life has moved on from the Victorian era, but there’s one designer whose influence still resonates – William Morris. And the 75th anniversary of the William Morris Gallery has illustrated the importance of his legacy and how it still resounds through the greeting card industry.

Copyright for William Morris’ work expired in 1966, unleashing a tsunami of mass-market merch with the demand still ever-growing.

While there may be AI-generated rip-offs populating Chinese marketplaces, here in the UK publishers and gift companies are proud to produce collections licensed from the V&A, William Morris Gallery and Morris & Co

The Gallery’s main stationery partner is

Flame Tree where MD Frances Bodiam echoed William’s beliefs: “Our mission is to create books and gifts that are both beautiful and practical, that enrich the daily life of the people who work with us and partner with us, who read and enjoy what we make.

“Our longstanding admiration for William Morris, one of Britain’s most influential designers and social campaigners, runs deep.

Best known for his beautiful furnishings and textiles, Morris combined natural motifs with medieval-inspired stylisation, producing patterns that are as instantly recognisable today as they were over a century ago.”

From William Morris Masterworks which was co-written by Flame Tree founder Nick Wells in 2010 and is still in print 15 years later, to the popular V&A and William Morris Gallery calendars, jigsaw puzzles, and notebooks, the company has always celebrated Morris’ legacy.

Frances admits that her favourite designs are Seaweed and Acanthus and these are among those that feature throughout the range, appearing on the classic notebooks as well as newer collections of pens and memo blocks.

As she added: “In fact, two of our upcoming 2026 launches – Flame Tree Vegan Leather Bookmarks and Sticky Notes Folders – will debut with Morris patterns.

“His enduring appeal lies not only in the art itself but in the ideals behind it. He

Left: Acanthus is one of Flame Tree’s designs.

Above: Flame Tree MD Frances Bodium loves Seaweed.

Inset and right: Morris Mania ran at the gallery for six months.

championed craftsmanship and believed that creative work should be available to everyone. His intricate, organic designs are comforting yet sophisticated, attracting everyone from design enthusiasts to those who simply love the beauty of the natural world.

“As people seek authenticity in an increasingly digital and fast-paced world, there

is a growing appreciation for the values Morris embodied – sustainable practices, handcrafted quality, and the power of natural beauty.

His vibrant colours and patterns speak to contemporary tastes that favour both artistry and integrity. Morris reminds us of the deep connection between creativity, nature, and daily life – which, today, feels more relevant than ever.”

inherited the collaboration when they bought the business in 2013 and deemed William Morris definitely worthy of keeping.

Useful and beautiful

The William Morris Gallery in London’s Walthamstow, is a paean to the life and work of one of Britain’s most well-loved designers and recently hosted the Morris Mania exhibition marking its 75th anniversary.

Although the man himself –known for his declaration: “Have nothing in your house that you do not know to be useful, or believe to be beautiful.” – died aged 62 in 1896, his influence was such that his designs have been produced continuously ever since.

One of the longest-standing Morris licensees has been Museums & Galleries, where owners Debbie and Alan Williams

Often described as the founder of the arts and crafts movement, the museum’s comment that “no single individual in Britain has had such a lasting impact on the history of British design” is borne out by the sheer volume of products still being produced and bought by people across the world.

The six-month exhibition showcased Morris’s versatility and lasting influence in popularly culture, which has now gone viral with his classic botanical patterns appearing on everything from curtains and cushions, through to stationery, greeting cards and phone cases – as well as seats in the 1980s British nuclear submarine fleet!

He argued that beautiful objects could only be created through a responsible and close

relationship with the natural world, coupled with enjoyable, creative working conditions –principles which continue to influence designers, makers and consumers today.

Morris Mania explored his complicated legacy, as his work continues to grow in popularity, with his patterns now affordable and available to everyone, something he

Proving the longevity of the designs and customers’ continuing appetite for new products featuring them, M&G has recently launched a new collection of bone china mugs and homewares with the Leicester and Strawberry Thief patterns, as part of its licensing partnership with the V&A.

Congratulating the gallery on its 75th anniversary licensing manager Eddie Clarke explained: “It’s really pleasing to see this Victorian polymath so strongly represented in the industry today – we really are going through a vibrant William Morris moment, with his work more popular than ever.

“It’s a very great testament to the William Morris Gallery and other institutions whose diligent care and guardianship over his legacy ensure his work continues to shine.

M&G’s founder Caroline Humby-Teck started our relationship with the gallery in the early 1990s, when we published Morris’ beautiful design for his Chrysanthemum wallpaper from 1877, which is a unique

computer-generated design, global capitalism and environmental crisis.”

Curated by gallery director Hadrian Garrard, exhibits included objects from its own collection, as well as private and public collectors such as a Rose patterned officers’ seat from the submarine, Willow pattern Nike trainers, and Loewe fashion items inspired by his designs, as well as items lent by the public such as chopsticks, a waving cat ornament from Japan, hand-embroidered wedding jackets, Wellington boots, and various mugs and biscuit tins.

failed to achieve in his own lifetime.

However, given that the designer criticised waste and over-production while espousing natural products, craftsmanship and hand techniques, the museum said: “This has been achieved in the context of mass production,

And, showing how the designs have infiltrated 20th and 21st century culture, there was also the newly-commissioned Wallpaper film by documentary filmmaker Natalie Cubides-Brady which explored how William Morris’ designs have been used on screen, with clips from more than 100 movies and TV shows including My Fair Lady, Sunday Bloody Sunday, Django Unchained, Gogglebox, Coronation Street, University Challenge, Call The Midwife and Peep Show.

Top: William Morris’ influence is ongoing. Above: The museum’s exhibition featured many objects.

Above: The gallery is celebrating 75 years.

Above: Strawberry Thief homewares from M&G. Above: M&G’s new V&A mugs.

treasure held by them. Today his work is all around us, on every kind of product imaginable -far beyond Morris’ own imagination, possibly! Long may he flourish.”

Sister companies Ling Design, The Great British Card Company and Penny Kennedy have an official Morris & Co licensing partnership that spans products across their core categories.

CEO David Byk explained: “Creativity and new product development is core to the group, and managing successful multi-product and category licences takes real skill from the team. Our Morris & Co offer now includes products as diverse as greeting cards, roll wrap, notebooks, pens, gift bags, cotton tote bags, water bottles, reusable present bags, Christmas crackers, planners and card wallets. “Working with our fantastic licensors is amazing and a real privilege and I personally love seeing all these coordinated products on retailers’ shelves.”

And the imagery has just been added to the Penny Kennedy reusable gift bag collection, extending it beyond Christmas to everyday with customers’ favourite licences

on the 100% cotton sustainable alternative to traditional wrapping paper.

Ling’s head of design Clare Twigger added: “We have a great partnership with the likes of Morris & Co. By collaborating with an already well-established licence, when we launch a product to market there is an existing relationship between the brand and customer, which in turn leads to better sales due to the recognition and loyalty already gained.

“By creating a broader spectrum of products with our licensing partner we can maintain quality, colour management and range synergies, enabling us to launch with confidence. This also facilitates visual merchandising opportunities for our retailers, where they can build stories and beautiful displays instore to promote the licence and drive greater sales.”

More to explore

There’s now even more to explore as a brand-new collection of fabric and wallpaper has just unveiled thanks to a collaboration between Morris & Co – the company the designer founded in 1861 that’s now owned by Sanderson Design Group –and The Huntingdon institution in California.

For Lucy Ledger, GBCC’s head of creative, it’s Strawberry Thief in the blush and sage palette that’s her favourite – and she’s very happy it’s part of the company’s stationery collection: “It’s incredibly beautiful in this colourway and I love the story behind it, that it was inspired by the thrushes that crept under Morris' strawberry nets in his garden at Kelmscott Manor, Oxfordshire.

“In a world where design trends come and go, William Morris has repeatedly been able

Since 1999 the US art museum, library, and botanical gardens has held a vast collection of materials from William and his business such as original textile designs, stained glass sketches and more than 10,000 ornamented pages from his Kelmscott Press, and recently unearthed incomplete sketches.

Over the past two years these archive materials have been interpreted in The Unfinished Works with the handcrafted and unmistakeably original designs translated across wallpapers, borders, fabrics, weaves and embroideries.

Morris & Co’s lead designer Jess Clayworth saying: “We hope William Morris and his successor JH Dearle would be proud that we’ve followed the design trail they set out, bringing these designs to life as a creative team spread over the centuries. The Co. in Morris & Co. is alive and well in The Unfinished Works.”

to stand the test of time and remain relevant in a contemporary space as it was all those years ago.

“Morris has generational appeal and I think that’s why it does so well for us, its focus on simplicity, craftsmanship and nature-inspired motifs means it works across a wide range of products and we’re proud to hold the official licence and be able to work closely with the team to ensure we are true to the brand legacy.”

The last word goes to David, who commented: “Our mantra is simple. We want to offer our retailers multiple visual merchandising opportunities that can also drive sales. Where a customer can buy a beautiful greeting card, pair it with a coordinated licensed gift, such as a notebook or water bottle, wrap it in luxurious matching wrapping paper and place it all in a gift bag of the same design. A real wow factor for everyone!”

Above: Wallpaper, embroideries and stripes from the new collection.

Right: Ling’s Morris & Co cards. Below: Lucy Ledger loves the Strawberry Thief stationery. Below right: GBCC’s stationery collection.

Top: Leicester is a popular M&G licence. Above: Penny Kennedy’s new reusable present bag.

PG ASKED A TRIO OF RETAILERS FOR THEIR BEST SELLERS

Magda Gregorczyk, card buyer, Mulveys House of Gifts in Carrick-On-Shannon, Ireland. A greeting card, newsagents, toy, book and gift shop that that has been family-run for over half a century.

Category

Everyday Relations & Occasions

Humour

Children’s

Adult Ages

Art & Photographic

Watermark Cards

UK Greetings

UK Greetings

International Cards & Gifts

White Cotton Cards

Words ’N’ Wishes

Pigment

International Cards & Gifts

Jonny Javelin

International Cards & Gifts

The Glen Gallery

Neary Designs

Rita Oates

3D/Pop-Ups

Gift Wrappings

Gifts

UK Greetings

Partisan

Blue Mountain

Jellycat

&

“The ones with the little flowers on are selling really well.”

“Bestsellers because they keep changing the designs.”

“They cover everything.”

“Great for these occasions.”

“They do specific wedding captions for us, such as thank you flower girl, god-daughter wedding.”

“Very nice words for new home, sympathy, congratulations, good luck, exams, etc.”

“Nothing naughty because we’re right at the side of the church so people see the shop as they come out from mass!”

“It’s usually cards with ages on that sell particularly well from these two.”

“A beautiful selection.”

“They’re Irish scenes so our customers love them.”

“These are Irish and a little bit different and bright.”

“She’s from Roscommon. We also stock her pictures and scarves.”

“I’ve put them in the general birthday section and people are looking interested.”

“They have beautiful designs, and we always do stories so we have the matching giftwrap bags and stationery now.”

“Very touching. As well as the cards, we have calendars and little gifts with very nice verses.”

“For our younger customers it’s Jellycat that’s selling really well.”

Right: IC&G wedding cards.

Right: The Glen Gallery’s art designs.

Right: Verses from Blue Mountain Arts.

Ellie Kennedy-Walker, owner of Bluebird’s Nest, Chapel-en-le-Frith.

Having worked at the Peak District shop for 12 years, Ellie has bought it and, after a quick revamp, re-opened on 1 September.

Category Name of Publisher

Everyday Relations & Occasions

Humour

Children’s

Adult Ages

Cute

Photographic

3D/Pop-Ups

Gift Wrappings

Gifts

Category

Everyday

Relations & Occasions

Humour

Adult Ages

Art & Photographic

Woodmansterne

Katie Phythian Designs

Paper Salad

Ling Design

Emotional Rescue

Rachel Ellen

Paper Salad

Paperlink

Woodmansterne

Ginger Betty

Abacus

Second Nature

Glick

East Of India

Product/Name Range Comments

Oak Press

Amethyst

General

Hunky Dory

Baby cards general

Model Family

Age cards

Sunshine

Hudson

Emma Bridgewater

Keepsake Cards

BBC Countryfile

Pop Ups

General

General

“These are flying off the shelf as people love the quality.”

“We sell a lot for weddings, engagement and anniversary.”

“A brilliant range.”

“Cute designs of hedgehogs and bunnies.”

“We double up, having them on a spinner and in the racks. As soon as I put them out, they sell.”

“They sell all day long, she does beautiful cards.”

“Amazing for children, the quality of the cards is superb, the envelopes are bright.”

“These stand out for both male and female.”

“The female 60th and 70th designs are stunning.”

“Really cute, and make nice little token gifts.”

“Gorgeous pictures, including local ones.”

“The POS ‘bunny ears’ means you can display them better – and sell more!”

“The attention to detail is spot on.”

“A lot of thought has gone into these little token gifts that are beautifully made.”

Becca Tizard, sales assistant of The Wild Card, Wokingham. A long-established card, balloon and party shop in a busy Berkshire market town.

Name of Publisher

Nigel Quiney Paper Rose

International Cards & Gifts

Pigment

International Cards & Gifts

Paper Rose Abacus

Cute

3D/Pop-Ups

Gift Wrappings

Partyware

Product/Name Range Comments

Pizazz

Artisan

Daisy Patch

General

Cuckoo

Fleet Street

Year You Were Born

Spirit

BBC Wild Isles;

BBCCountryfile

Boofle

UK Greetings

Second Nature

UK Greetings

Tallon

Tracks

Hootyballoo

Anniversary House

Simon Elvin

Pop-Ups

General

General Flat wrap

Birthday Candles

Birthday Candles

Birthday Candles

“This is very popular.”

“Good for female to female sends.”

“Very good wordy cards. The best ones are those like daughter 18 and son 18.”

“These are the stand-out as you get more with all the information included.”

“Fairly consistent.”

“Darling Boofle!”

“The older ages, 50-80, are the top sellers.”

“These, and some from Crosswear wholesalers, enable us to offer a mixture.”

“Mostly it's age or alcohol jokes for our customers.”

“We get a lot of these in as they go quite well – we have a lot of designs and keep cycling through.”

“All strong sellers, near the till point.”

Right: Woodmansterne’s Oak Press

Right: The joke’s on Emotional Rescue

Right: Ginger Betty cuteness

Right: Mam Tor from Abacus

Right: Daisy Patch from Paper Rose.

Right: Cuckoo’s age humour by Pigment.

Right: Birthday candles from Simon Elvin.

PRODUCT DIRECTORY l PRODUCT DIRECTORY l PRODUCT DIRECTORY

CHARITY GREETING CARDS

One

Brands

PRODUCT DIRECTORY l PRODUCT DIRECTORY l PRODUCT DIRECTORY

PRODUCT DIRECTORY l PRODUCT DIRECTORY l PRODUCT DIRECTORY

6 Heron Trading Estate Alliance Road, Park Royal, London W3 0RA T: 0208 385 4474 F: 0208 385 4471

E: info@Xpressyourselfcards.co.uk

WWW.XXPRESSYOURSELFCARDS.CO.UK

PRODUCTS: World’s leading publisher of high quality plastic greeting cards. Also an extensive range of quality greeting cards covering Everyday, Occasions, Christmas and Spring seasons.

BRANDS: Cherished Thoughts, Sweet Sentiments, Buddies Always, Symphony, Thinking of You, Style, Special Wishes, Special Times, Young Editions, Groove Sensations, Forever Blessed, Grey Skies, Classics.

METHOD OF SALE: SENSATIONS –Direct to retail

XPRESS YOURSELF –Now one of the leading wholesale publisher suppliers in the UK

for