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International Perspectives
United Nations As travel restrictions ease, following on from last month’s edition, PG continues its globetrotting mission, by checking in with some of the leading greeting card distributors and publishers in various countries to find out how trade has been in their corners of the world.
Canada: Liz Lunse, owner of North+South Distributors The year that was: “The Canadian card market has been positive, despite all the challenges for retailers. As in many parts of the world, uncertainty was often in the minds of buyers and 2021 was slow to get going. It blossomed however into a strong year in the third and fourth quarter. Even without Covid, January and February can be slow months in most of Canada, due to cold weather. To warm things up we ran a sale to help stimulate the market and give our customers a boost.” Challenges and positives: “Showing ranges to buyers over the last year was more challenging than usual, as we had to avoid periods where restrictions applied. Being a large country, this varies from one Province to another. We overcame this by sending personalised mini sample ranges to many of our customers. From our own business perspective, the cost of shipping and other cost increases challenged us to work yet more
cost effectively and to accept that margins are going to be squeezed. Mostly, we absorbed cost increases, and held off as long as possible before introducing any price increases to our customers. Speaking to customers frequently on the phone has proved an important part of the last two years, helping in any way we could, so the biggest positive is that relationships were strengthened. Sending a personal note, a little gift, a sale offering, a free pack of cards…all kinds of little things are appreciated when times are tough. As it has been difficult for sales agents to always get to see customers, I am happy to report that more and more of our customers order via our website which has meant the agents have still received their commissions.”
Left: Liz Lunse on her recent birthday. Right: North+South’s top selling and longest running card is the Pinot Grigio card from Paperlink’s Rhubarb Pie range. Below: A supportive card from Caroline Gardner, which North+South distributes in Canada.
Card buying habits: “We used to supply large cards for offices - that business has shrunk! Humorous cards have been strong throughout the last two years while sadly sympathy cards remain a very strong category. Sales of Thinking of You and Thank You cards seem to have moved more towards Love & Friendship themes.” Hopes for 2022: “We have a positive outlook, regardless of a slow start and believe it will be a great year! We hope that everyone gets through the year with good health, lots of fun and time to rest. We are working towards a reduction in the number of cards we offer cellowrapped. First up are Caroline Gardner and Rosie Made a Thing, two of our most popular publishers.”
Australia: Sara and Mark Kagan, directors of Scarpa Imports The year that was: “Trade in our sector in 2021 was shocking, mainly because most of our retail clients were closed nationwide for about three months. There has been a lot of pent-up demand though from October until now.” Challenges and positives: “Covid, International freight (costs and reliability), local distribution (when we finally reopened there were insufficient capable operators who could pick up and deliver on time), difficulty finding good experienced staff as a percentage were either sick or isolating, have been the main challenges. Positives have to be, the pent-up demand for cards once we reopened. That, and the fact that we are still trading after 38 years!!” Card buying habits: “We’ve seen a lot more happy and health-related cards being sent.” Hopes and dreams for 2022: “To continue trading successfully with no further lockdowns.” Left: Sara Kagan in Scarpa’s warehouse
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PROGRESSIVE GREETINGS WORLDWIDE
