The Giftware Association chief executive Sarah Ward

Cardology director David Falkner and Sarah

Cardology’s winning Battersea Pop Up Card L-r: Zoe Bonser, portfolio director, retail division at Clarion Events which organises Home & Gift, with Cardology director David Falkner and Sarah

Thoughts of a chief executive

It’s time for us to come together to share knowledge and opportunities, says The Giftware Association chief executive Sarah Ward

Sarah Ward

Trade is everything, and I have been ‘ banging the drum of international opportunities for GA members loudly since Covid restrictions lapsed.

It’s a mixed picture out there, and we are fielding more enquiries than ever on international trade ‘

The retail landscape caused by the pandemic is one of constant shifts and changes. It’s been almost impossible for some businesses to plan as they did prepandemic, as challenges with supply chains, the war in Ukraine, Brexit, and inflation, roll on.

What we do know is that consumers seek transparency, authenticity and quality brands who stand by their values - and they seek joy. Our very worthy winner of The Giftware Association’s (GA) Gift of The Year People’s Choice Award 2022 delivers all this and more. So, huge congratulations to Cardology for its Battersea Pop Up Cards, developed in partnership with Battersea Dog & Cats Home to support rescue animals.

The award was announced at Home & Gift amidst an atmosphere of incredible camaraderie in Harrogate. The punishing weather undoubtedly impacted buyer footfall, but exhibitors remained upbeat. What was interesting when discussing the show with various GA members, was that people had vastly different experiences.

So, what were the differentiating factors in those businesses that experienced success? One is marketing in the run-up to the show: how hard were businesses working to drive their visitor numbers? Another is actively networking and making connections: there is business to be done, and it may not always walk up to you at your stand.

Shows need to facilitate real networking opportunities and businesses need to talk to each other to drive progress. I have visited every UK gift trade show so far this year and several overseas events as well. They too need to think about how they can adopt radical change to ensure businesses can thrive at their shows. Theatre is crucial - we need to bring people together to share moments, learn from each other and connect - along with beneficial pricing structures that support businesses of all sizes and potentially enable discounts for three-year contracts.

These are just a couple of ideas to throw into the mix. I would love to know your experiences and find out about what you believe needs to happen in 2023 and beyond.

Trade is everything, and I have been banging the drum of international opportunities for GA members loudly since Covid restrictions lapsed. It’s a mixed picture out there, and we are fielding more enquiries than ever on international trade.

We have some incredible Sharing Lunches happening later in the year on sourcing (led by Talking Tables) and exporting (led by Gisela Graham) which have been created for our members in response to this.

My recent visit to the Hong Kong Trade Development Council meeting in London was rather sobering. After so many years of vibrant and dynamic trade opportunities, the combination of a change of governance and the impact of Covid means things look challenging, to say the least.

It’s time for us to come together to share knowledge and opportunities - to think differently and retrieve our global networks from the grip of acts of God, and beyond.

The other issue dominating GA member meetings is credit control. Sadly, it’s a sign of the times we are in, but there is an increasing amount of bad debt out there and the GA is finding new ways to help. Bad debt can have a crippling effect on growth and productivity, so we are in talks with Let’s Talk Credit to set up credit control forums to support members.

I want to leave you on a high, by coming back to Gift of the Year. We launched the Gift of the Year Awards 2023 in late July and have been inundated with entries.

Now, more than ever, we need opportunities like this to get products in front of industry judges (more than 100 will be judging the 2023 Awards) and celebrate the best of the best. Enter your products at www.giftoftheyear. co.uk/enter-2023.