9 minute read
Feature
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…
Enesco
Helen Cottrill, Marketing & Product Director, Enesco Greetings 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.’’
Gifts for Card shops
Mary Caputo, Buyer, Joe Davies
Rachel Church at Rachel Ellen Designs, adds: “The main thing is obviously additional sales. Many people looking for a child’s birthday card from our perspective may also be looking for a gift, be that for their own child or a party their child is attending, and card shops need to become that one-stop-shop. If they have the card, gift bag or wrap, party invitation and thank you cards and choice of lovely gifts that all tie together – happy days!’’
So what do our suppliers have in stock for retailers to choose from?
Mary Caputo says: “At Joe Davies we have many ranges that are specifically aimed at this market, including our pretty collection of Keepsake Hearts, which are available in a host of occasions and captions including wedding, christening, new baby, friend, mum and many more. Other card shop favourites include the popular Thoughtful words collection of pretty ceramic sentiment gifts and Just Saying, a range of brightly coloured ceramic items with heartfelt messages.’’
Helen Cottrill recommends Enesco’s “new Demdaco portfolio collections, which have been a huge hit with independent card and gift shops. With unique ways to fragrance your home, thoughtful and sentimental messaging, they also make perfect gifts for spending time at home with your family. All at excellent prices, many gift packaged and easy to display.’’
UK Greetings
While the gift card market is ever growing, the choice of sending solutions is greatly underrepresented. Which sparked the launch of UKG’s new Gift Card Holder range. The range consists of two beautiful formats: one is a simple but striking print-only design and the second a luxury pop-out design that features a special paper engineered opening method and premium foil finishes. The new Gift Card Holder range is fully recyclable, comes in eco-friendly paper packaging and as an added bonus includes an envelope.
01924 2304197 www.ukgreetings.co.uk We asked Hannah Rudder, at Dee’s Cards in Leighton Buzzard, Beds…
What brands/products do you stock?
As we are a specialist greeting card shop, our shop is 70% cards and 30% gifts so we do have to be selective on what gifts we have in store as we have limited space. We have all the major gifts brands such as Wrendale Designs, Lesser and Pavey, Life Charms, Wild Things, Orange Tree Toys, Stoneglow, Jellycat and more.
What sells particularly well?
Wild Things: Large birthstone guardian angels. They are excellent value for money as they are embellished with Swarovski crystals and they come in gorgeous, illustrated organza gift bags. Life Charms: The #justbecause range. They are silver-plated bracelets that come in a sturdy gift box. The friendship and family-oriented ones sell the best. They make a perfect gift because they’re contemporary and have very delicate designs. Lesser and Pavey: Hand-painted gin glasses, again beautiful designs, which are a perfect gift for the coming summer months. Who doesn’t like gin? And more importantly, who doesn’t like drinking a G&T in a pretty glass? Also its new dog cushions called Man’s Best Friend, which range from Chihuahuas to a German Shepherd. Devon Wick: A lovely small independent company that started at the beginning of pandemic, and sells the best-smelling snap bars/wax melts. It also sells white label products so you can put your own logo on the packaging. Just out is a citronella range, which is ideal for this time in the year. University Games: In particular its 3D football stadiums - ideal for Father’s Day. We have almost sold out! Orange Tree Toys: Wooden toys for young children - especially the jungle animal stacking ring. The wood is sustainable sourced and the packaging and the toy is completely plastic free. I would recommend this brand if you are looking to stock more environmentally-friendly products. What does having gifts in store bring to your business?
The most obvious point is that in brings more revenue into the business. However, it is not just about that, we like helping and engaging with customers. That involves finding out who they are buying for, what their interests are and hand-picking a gift that will suit that individual. Shopping should be an enjoyable experience and if we can help with that then that’s what it’s all about. It helps you build a rapport with your customers and it inevitably encourages them to come back. We absolutely love it when someone comes back and says ‘you know that gift you helped me buy, they absolutely loved it!’.
Ohh Deer
Ohh Deer is boxing clever with two products. Papergang is curated stationery in a box. A box filled with brilliant stationery designed by a different artist. Each box has a unique theme, and product selection will vary, but it will include the likes of: greeting cards, notebooks, desk accessories and art prints.
Artful is an Art School in a Box, for people who love to create. Inside every box, you will find a selection of premium tools tailored to a specific style or medium of artistry. Each edition of Artful works closely with an established artist, who hand-picks the contents of the box and lends their expertise on how to use it via exclusive tutorials and content within the essential Artful magazine included in each box. 01509 812 075 wholesale@ohhdeer.com ohhdeertrade.com
Joe Davies
These pretty ceramic keepsake hearts from Joe Davies make perfect gifts for someone special or for a special occasion. Available in a host of captions including mum, sister, friend, new baby, christening and many more. Each heart is overlaid with a smaller ceramic icon applicable to the caption or occasion; presentation is key and each piece comes complete with a pretty organza bag and a gift box - the perfect gift to treasure forever!
A visit to Joe Davies’ spacious stand at Home & Gift, Hall B, Stand B66 shouldn’t be missed as this is an ideal opportunity to see the vast collection of gifts. Everything will be available in the signature ‘little and often’ quantities with a minimum order value of just £100.
Love Country
On the way from Love Country this year is a new collection of confectionery. Get ready for the autumn with this tasty range consisting of spicy gingerbread biscuit buttons, mixed fudge and biscuit boxes, the ever-popular biscuit drums with luxury Scottish Shortbread and Handmade Fudge as new festive additions. Beautifully illustrated with its signature heartwarming winter woodland characters and festive scenes, these are perfect to create that cosy shop display ready for early Christmas shoppers. With lots of matching items across the range you can fill a shelf with robins, donkeys, reindeers and hedgehogs! Love Country will be releasing its first Autumn Winter Gift Brochure at the end of July. There’s lots of new products this year including a gorgeous new range of luxury festive soy candles, scented sachets, wax melts and room sprays. 01502 507352 support@lovecountryuk.co.uk www.lovecountryuk.co.uk
