Retailer Focus

Historic

Greetings

It was seen as a “radical move” when John Barratt’s mother suggested, back in 1964, that they convert the family-owned newsagents in Felixstowe into a new-fangled greeting card shop. But it was a risk that has more than paid off, with The Card Centre clinching The Retas 2022 award for Best Independent Greeting Card Retailer - East Anglia in the retail business’ 75th anniversary year.

PG travelled to the Suffolk coast to witness at firsthand how this is a retailer still very much at the heart of its local community.

Defying the rules of ‘location, location, location’ being the top three priorities for any retailing business, The Card Centre is based right at the far end of Felixstowe High Street with the next stop being the sea. However, if you open its doors at any time you are likely to be faced with shop full of people, not just hailing from the town, but from far and wide. While many customers

will be clasping their greeting card shopping lists, others will be ensconced at a wooden tabletop, giving careful consideration to an expansive selection of greeting cards for any given caption.

While the card racks in the two ‘rooms’ which make up the shop are full of designs from over 100 different publishers, multipocketed even for general birthdays and blank cards to further expand the selection, this is only half of the story as the relations and occasions cards are brought out on demand in their designated ‘bags’ for customers to look through.

“I made the mistake of going into another card shop on my way here to look for an 80th birthday card, but they only had two designs! Here, I have over 70 different ones to choose from, and there is the added benefit of bumping into friends and having a chat to John and his lovely staff,” one customer confessed to PG. “Don’t think it is busy in here today just because it is the run up to Christmas, it is always like this, because we all love it and have been coming here for years,” she added.

John Barratt, who co-owns the business with his brother Peter, is the third generation of his family to work in the shop. Now nearing 70, John feels privileged to be carrying on the legacy, and was delighted to win a Retas 2022 award in the same year that the business celebrated its 75th anniversary.

“Over 60% of our customers are over 60 years old, as this is a retirement base, but thankfully coming here is something that has passed down the generations, me included! One lady came in yesterday with her now 20-year daughter asking me if I remembered she used to bring in her daughter in a pram. I responded: “Yes I do, but I also remember your mother bringing you in your pram!” I do feel lucky that the shop has played a part in so many people’s lives.”

Right: John Barratt (left) with Andrew Reid, senior buyer who joined The Card Centre team in August 2021. Below left: A jubilant moment for John and Andrew at The Retas. Below: A typically busy scene in The Card Centre with Anna Tink, senior assistant totting up a customer’s bundle of cards.

It is now 46 years since John gave up being a piano teacher to join his parents in the business and he has not looked back since - though he still retains his musical connections as secretary of a choir and playing piano in his church every other week.

“Greeting card publishers just get better and better every year, not just in their designs, but their production values, approaches to sustainability and charity collaborations,” says John.

However, he also feels that in tandem with this has been a raising of customers’ expectations. “Even 10 years ago no one would have come in asking for a granddaughter 6th birthday card. Now they not only expect it, but they expect to be shown a choice, and by buying in-depth we rarely disappoint, though we do make it a bit more complicated for ourselves and stock taking is nigh on impossible!” admits John.

The shop’s penchant for displaying the cards naked means that when anyone buys a card, the team then need to retrieve the appropriate envelope from the area behind the till, while replenishing card displays involves a delve into the treasure trove of card designs, all neatly filed in the rooms above the shopfloor.

The Card Centre does things very much its way, but it works.

“I love selecting the cards, talking to customers and am lucky to have a good team of people working alongside me who fully support our approach to customer service. I have been told so many times that I am not allowed to retire, but the fact is I still enjoy it,” sums up John.

Above: John in the envelopes section. Left: Two customers enjoying a chat while they consider the wide selection of 80th birthday designs. Right: The front of the shop was given over to Christmas and calendars, with 200 of the shop’s bespoke Felixstowe title selling out.

Customer feedback

When the news broke that The Card Centre had reached the finals of The Retas earlier this year, in an unprecedented show of affection and high regard, the retailer’s customers were determined to leave the judges in no doubt as to the merits of this card retailing gem, with 150 people individually emailing PG’s offices to share their views. Here are just a handful…

l “What personal service and advice to help you find just what you are looking for; a vast selection of greeting cards for all tastes; cards which introduce you to artists; behind the scenes in capacious cupboards, upon request, fistfuls of cards for specific occasions which you can browse through spread out upon the generous counter. It is like a huge sweet shop to revel in the choice available, only to be uplifted by your purchases without any guilt or dentist's bills further down the line!” - Geraldine

l “I have been a customer for over 30 years. This little shop truly is a tardis! The outside gives no hint to the vast amount of cards held inside. John has an encyclopaedic knowledge of the cards, you can go in looking for one with a specific design or for any occasion however obscure and if not already on display he will disappear either upstairs or into his magic 'catacomb' cupboard and come out with a selection for you to choose from. You are never made to feel rushed or that you are being a nuisance which makes you feel more like a friend of the shop rather than just a customer. If we could bottle the shopping experience that this little shop offers and sell it, this time next year we would all be millionaires!” - Anne

l “It was the shop I missed most during lockdown. It’s unique…So friendly and welcoming. The staff are always ready to go that little bit extra to ensure you have what you want and there always seems to be new and interesting stock. I have never failed to find an appropriate card.” - Fran l “If all small independent retailers acted as they do in The Card Centre, no one would want to buy online again. Where else can you find such personal service and courtesy for a transaction involving just a few pounds?” - David

l “A huge selection, beautifully displayed and John has an encyclopaedic knowledge of his stock. He is able to pinpoint the exact right card if you explain who it is for and what interests them. His staff are welcoming there is a very friendly ambiance in the shop which all adds up to a very enjoyable purchasing experience.” - Mary

l “This shop is an absolute treasure. A little blast from the past. The staff are wonderful and you can find a card with almost anything you ask for pictured on it here - sometimes they have to search upstairs, but they’re always happy to do so. I don’t live in Felixstowe, but I buy my cards here as it’s such a pleasure.” - Susan

Left: The rear section of the shop includes a wide selection of art cards, the walls were painted grey as a result of John and Andrew judging The Henries, appreciating the cards being displayed on mid grey tablecloths.