Adding something extra goes a long way

This might be my 30th year in the industry but I can remember still sitting in a planning meeting at WHSmith debating the impact of increasing the retail price on cards to over £1. It seems a world away now, especially as this year we have seen the RRP on a lot of card ranges tip over the £3 price point which was previously the domain of heavily detailed or hand finished cards like those from  Five Dollar Shake or Form from Artfile .

But how can we get consumers to part with their money for a card that is over £3? It’s all about finding that added extra something.

We know that differentiating your product is critical for both publishers and retailers to drive sales, so going that extra mile to make all the difference helps to justify an increased price point if necessary.

One of the ways that publishers are getting our attention is by being more inventive with print by using foil, embossing or a combination of these finishes and other really interesting elements, all of which help their cards stand out on the shelf.

When I’ve been on the road this year at trade fairs, I have found the cross section of cards on show very exciting and unlike anything I’ve seen before - highlighting just what fantastic shape our industry is in and how innovative the designers and publishers are.

For example, an innovative brand I really like is Bexy Boo. I first noticed Bexy Boo at Harrogate a few years ago when she was displaying her Scrabbley range. At PG Live this year she took it to another level, launching her Forkies range using take away forks with really funny captions. I love them and can’t imagine what makes you look at a piece of shaped wood and think it is a great basis for a new card range!


Jessica Hogarth is well known for her distinctive seaside illustrations and London scenes which have been hugely successful for her. However, this year she decided to do something quite different - introducing a range of cards that have baubles on them, all ready for Christmas. Jess says that this range of cards has definitely helped her to open up new accounts because of her new seasonal ranges. Shops have felt the idea is unique and fun and she is looking forward to creating new artwork for them for next year.


It’s not just designers who are bring innovative ideas to the market – new publishers are pushing boundaries too!

Middlemouse combines beautiful cards with ‘innovative additions, recipes and gardening tips, or useful little things that make the card you send to your loved one that bit more special.’ They’ve titled these ‘Cardlets’ – a brilliant title! What could be nicer than sending a Christmas card with a few carols to sing included in it? Or a birthday card with a cake recipe? I’m sure they’ll appeal to a wide audience.


One of my long-term favourites are the sound cards from Really Wild Cards. These type of cards seem to have a long life. When I was the card buyer at the National Trust, their bird song and farmyard cards were best sellers. John at Really Wild Cards continues to develop the range with really topical subjects and the range has been updated with some well-known political characters which are great fun and proving very popular as cards - whether you agree with their politics is another matter!

PIC 4 Boris Johnson.jpg

While prices continue to rise on cards, publishers are still trying to keep their cards below the £3 price point. An easy way of doing that is to reduce them in size. Cards come in all shapes and sizes but Coulson Macloed do the opposite, offering stunning concertina cards. One of their newest ranges is the ‘Not a Typical’ concertina cards. Featuring striking black and grey fold-out greeting cards with messages that are straight-to-the-point yet heart-warmingly funny, these cards are really original and look great propped up on the mantelpiece.  


Buying cards with a little extra something works particularly well when you are buying an occasion card; who doesn’t want their card to stand out amongst the massive amount of cards received by loved ones? Hello Geronimo does occasion cards really well and I love their new baby card with the little felt feet, they are so cute. They have a wide selection of ‘add-ons’ which make their ranges really different so they are well worth checking out if you want something a bit different.


One issue that publishers and designers are finding is that adding these special touches often means a card has to be handmade or hand finished, simply because a machine cannot be as delicate as a hand. I remember my children learning to quill when they were younger, it is such a stunning way of adding images to a card. Eastwest have a fabulous range of designs and, because they are all handmade, retailers can have bespoke images made for them. Thinking about the time it must take to do some of these designs is mind blowing but it certainly is a great way to secure sales.


Adding these extra elements makes all the difference but they take time, effort and passion to design and make. This is what adds that point of different that makes them really special. The cards from Dayo are no exception. Described as ‘Where Paper Meets Fashion’, Dayo’s handmade and hand-finished cards vary to reflect individuality and are renowned for being ‘beautiful ethnic cards with a mixed media approach’. 


Despite living in a deeply digital age, sending cards to mark special occasions has stayed as important as ever, if not more so! That little something extra makes both the recipient and the sender feel very special indeed.

Bold, Brave, Brilliant, British (and Brexit?)

Bold, Brave, Brilliant, British (and Brexit?)

For most of us the referendum vote will be the biggest single thing to impact our personal and business lives in the coming years. It has been looming for a few years now and will continue to do so given the events of the last couple of weeks. Meanwhile, negative talk and scare mongering is creating increasing uncertainty for consumers, businesses, our government and the EU itself as no one knows what will actually happen…

Why retailers can’t go wrong with ranges for children, pets, sport and games! 

Why retailers can’t go wrong with ranges for children, pets, sport and games! 

In my last blog in this series, I explained why during times of uncertainty people chose to spend time together doing things that don’t cost money. When they do buy products they will be items that enhance whatever it is they are doing together… 

A good example of this is games and jigsaws which are seeing a significant increase in sales at the moment with many new products being launched to appeal to new emerging markets and consumers who would not have bought these previously. We want to laugh and have fun and what better way to do it than play games!

It's a Kid's Life

It's a Kid's Life

At this time of year, it’s really evident that it’s a kid’s life! Card sending is all about marking occasions - be they personal and individual or seasonal and cultural. As a retailer, thinking about these in relation to children specifically can open up all sorts of opportunities to broaden your occasions offer and there has never been a better time to do it…

When do card designs make good gift ranges?

When do card designs make good gift ranges?

If you visited the Greeting Card Hall at Spring Fair 15 years ago, all you would have seen would have been ranges of greetings cards. Fast-forward to this year, and when you walked the hall you will have seen a significant proportion of the exhibitors with non-card products on their stands, ranging from coasters to cushions. What has led to this diversification and can all card publishers put any design on any product format?

Read on to find out what to look for in a card design that means it will be successful on a gift too...

Animals and humour - a great combination

Following on from my last blog on Animal Magnetism, I've got a few more examples of how charismatic and alluring animal imagery can be for your card, stationery and gift ranges...

Humour seems to work particularly well with animal imagery, be they photographic or illustrative, either because the images show animals doing ridiculous things, the style in which they have been created, or the caption that makes them so human.

Tracks have been always offered great animal humour either with pictures of animals dressed up in crazy gear or doing some really silly things; as retailers we love their ranges because we know they will sell really well.

A relatively new kid on the animal humour block is the Avanti range of cards from USA distributed by The Great British Card Company in the UK. They have some fantastic images and captions and are certainly bringing a lot of fun to many card shops displays this year. 

The Great British Card Company have also published a new illustrative collection by Jess Grant. Her work is beautifully executed and I am sure the gentle humour shown in the images and captions will be popular; 'Cracking Pins' certainly made me smile...

So too did a range I saw for the 1st time at PG Live: the Grumble and Co range inspired by a miniature schnauzer and his 3 pug friends.

Or at the other end of the visual scale are some really bright and colourful cards that show humour in a completely different way. Rose Hill has built her card range around fantastically bright pop art and her fab range is becoming more and more popular with retailers and you can see why...

I am not sure whether animal imagery is becoming more popular or I am noticing it more because there is so much good product out there; either way there seems to be something available whatever your taste and I will certainly be buying some of them this summer. Will you?