Focus
Gifts for Card Shops
Bearing gifts... Could adding or expanding a gift range in your card shop bring you more sales this year? We ask those in the know…
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Enesco
“I do think there is a desire to shop in independents again and to be able to offer a card, gift and wrap in one place makes it so much easier for the consumer’’ Helen Cottrill, Marketing & Product Director, Enesco
28 www.greetingstoday.co.uk
reetings Today caught up with some gift suppliers to find out whether the demand for gifts in card shops had changed over the past couple of years. Mary Caputo, buyer at Joe Davies, says: “The range of gifts that are available to buy in card shops has changed massively in recent years. Previously, gifts were targeted at specific ages and occasions, such as wedding, 18th, 21st and so on, to tie in with specific cards, however in recent years more random gifts, such as jewellery, figurines, candles and home décor items have become more commonplace in card shops. This enables customers to purchase for general birthdays and non-specific occasions, as well as to benefit from self purchases.’’ Rachel Church, owner of Rachel Ellen Designs, thinks demand is growing: “We see a much higher percentage of orders that include gifting. Although we have a huge range of gift lines to suit every kind of retailer, certain products such as our 6-colour pens, sticker books, colouring books and posters, tubes of colouring pencils and best selling secret diaries and writing sets take up very little room and offer perfect pocket money pick-up lines or inexpensive gifts or treats.’’ Helen Cottrill, marketing & product director at Enesco, believes that the shop local trend is driving change: “Offering a complete gift solution has always been in demand but as we come out of the Covid restrictions of the past couple of years I do think there is a desire to shop in independents again - and to be able to offer a card, gift and wrap in one place makes it so much easier for the consumer. Unless you are purchasing a tried-and-tested brand, I believe the consumer always wants to see the product, the quality, how it’s packaged and to select
something unique to the recipient.’’ She also believes the category will continue to grow: “With the demise of many of the larger store groups, the high street needs to be rethought. Smaller independent boutique-style stores have a place among restaurants and bars; the fit is probably better than trying to sit beside a department store. “Going for lunch and afternoon drinks is a huge part of this country’s social calendar at the weekend, and the independent retailer can become part of that culture; making a visit to your local high street enjoyable is the key.’’ Mary Caputo also expects to see growth in the sector: “Going forward we can expect to see more home décor gifts and non-specific age and occasion gifts, therefore attracting a higher average sale and that all-important self purchase.’’ So it is apparent that gift ranges can be a benefit to the independent card shop: “ If someone is buying a card, in many cases they are also looking for a gift, it makes complete sense to offer both,’’ Enesco’s Helen Cottrill points out. “Anything to make life easier for the consumer has to be a win - your sale value goes up, you can offer customer loyalty schemes, back it up with a great Instagram account showcasing what you offer, and you will see repeat sales and more awareness for your shop.’’ Joe Davies’ Mary Caputo agrees: “Card shops have a captive audience as most customers have gone into the shop to purchase a card for a special someone. By stocking a more diverse range of gifts they stand a good chance of selling a gift to go with the card and possibly making a self purchase as well.’’
