Table of Contents
Introduction and Abbreviations
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- Definitions
- Research methodology
- Consumer research
- ACORN
- Other research
- Abbreviations
Premier Insight
Executive Summary
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- Strong economy helps fuel retail sales growth
- Card and stationery market reaches a plateau
- Card market mature and seeing discounting
- Christmas dominates volume, but not value
- Stationery changing in challenging market
- Population growth a plus
- Population moving up market
- M&A activity characterises specialists
- Generally distribution broadening
- Charity shops woken up to potential
- Stationery shopping dominated by WH Smith and Woolworths
- Clinton Cards extends its lead in greeting cards
- WH Smith should build on fashion in stationery
- WH Smith more potential among 15-24s for greeting cards
- Woolworths should build teen stationery
- Convenience is king for the supermarkets
- Variety and department stores
- Clinton Cards is number one for a wide age span
- Importance of convenience emphasises potential at supermarkets
- Five main shopper types
- Low growth forecast
- Competition will intensify
- Better store designs and broader ranges
- Challenging times ahead
Retail Sales
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- All retail sales
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- Figure 1: All retail sales, at current and constant 2000 prices, 1998-2004
- Figure 2: Retail sales value, by broad kind of retailer, at current prices, 1998-2004
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- Figure 3: Retail sales volume, by broad kind of retailer, at constant 2000 prices, 1998-2004
- Market for greeting cards, writing instruments and stationery
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- Figure 4: Total market for greeting cards, writing instruments and stationery, 1998-2004
- Figure 5: Segmentation of the market, by broad category, at current prices, 2002 and 2004
- The greeting cards market
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- Figure 6: The market for greeting cards, by volume and value, at current and constant 1998 prices, 1998-2004
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- Figure 7: The market for greeting cards, by segment, by volume, 2002 and 2004
- Figure 8: The market for greeting cards, by segment, by value, 2002 and 2004
- The stationery market
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- Figure 9: The market for stationery, at current and constant 1998 prices, 1998-2004
- Figure 10: The market for stationery by market segment, by value, 2002 and 2004
- Writing instruments
- Personal stationery
- Paper-based diaries
Sector Structure
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- Figure 11: Structure of greeting cards and stationery retailing, 2002 and 2004
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Market Factors
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- The economy
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- Figure 12: Value of GDP, at current and constant 1998 prices, 1998-2009
- Figure 13: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2009
- Population growth
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- Figure 14: Trends and projections in UK population, by age group, 1998-2009
- Growth in affluence
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- Figure 15: UK adult population, by socio-economic group, 1998-2009
- Employment structure
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- Figure 16: Structure of the working population, by gender, 1999-2009
- Mail volumes
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- Figure 17: Volume of social mail, 1991/92-2002/03
- Technology
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- Figure 18: Ownership of products offering alternative means of communication to paper-based stationery, 2001 and 2004
- Mail deliveries
The Consumer
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- Key consumer findings
- Stationery
- Cards
- Purchasing of writing instruments and stationery
- How purchasing patterns have changed
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- Figure 19: Source of purchase of writing instruments and/or stationery in the last 12 months, March 2001, January 2003 and September 2004
- Where consumers shop for stationery
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- Figure 20: Where consumers have bought writing instruments and/or stationery in the last 12 months, September 2004
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- Figure 21: Where consumers bought writing instruments and/or stationery in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 22: Where consumers bought writing instruments and/or stationery in the last 12 months, by gender, age and socio-economic group, September 2004
- Further demographics of stationery shoppers
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- Figure 23: Where consumer bought writing instruments and/or stationery in the last 12 months, by Lifestage, Mintel’s Special Groups and ACORN categories, September 2004
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- Figure 24: Where consumer bought writing instruments and/or stationery in the last 12 months, by Lifestage, Mintel’s Special Groups and ACORN categories, September 2004
- Purchasing of greeting cards
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- Figure 25: Where customers bought greeting cards in the last 12 months, 1997, 2001, 2003 and 2004
- Where consumers shop for greeting cards
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- Figure 26: Where consumers bought greeting cards in the last 12 months, September 2004
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- Figure 27: Where consumers bought greeting cards in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 28: Where consumers bought greeting cards in the last 12 months, by gender, age and socio-economic group, September 2004
- Further demographic breakdowns for greeting cards shoppers
Consumer Attitudes and Typologies
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- Key consumer findings
- Consumer attitudes towards shopping
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- Figure 29: Agreement with attitude statements, summary, September 2004
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- Figure 30: Agreement with attitude statements, by gender, age and socio-economic group, September 2004
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- Figure 31: Agreement with attitude statements, by gender, age and socio-economic group, September 2004
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- Figure 32: Agreement with attitude statements, by Mintel’s Special Groups, September 2004
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- Figure 33: Agreement with attitude statements, by Mintel’s Special Groups, September 2004
- What consumers want
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- Figure 34: What consumers would like to see, summary, September 2004
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- Figure 35: What consumers would like to see, by gender, age and socio-economic group, September 2004
- What consumers want by retailer used for card/stationery shopping
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- Figure 36: What consumers would like to see, by where they shop for stationery and cards, september 2004
- Identifying targets
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- Figure 37: Consumer typology groups for attitudes towards greeting cards, September 2004
- Characteristics of customer types
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- Figure 38: Customer typologies, by gender, age and socio-economic group, September 2004
- Where shopper types shop
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- Figure 39: Where shopper types shopped for cards and stationery, September 2004
- Number of outlets used
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- Figure 40: Repertoire of shops used for greeting cards, by customer typology, September 2004
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- Figure 41: Stores used for buying greeting cards, by repertoire of shops used for greeting cards and stationery, September 2004
- Easier targeting
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- Figure 42: CHAID analysis for shoppers for cards and stationery in the last 12 months, September 2004
Retail Market Shares
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- Greeting cards
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- Figure 43: Distribution of greeting cards, by outlet type, 2001-04
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- Figure 44: Distribution of greeting cards by outlet type, 2002 and 2004
- Stationery
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- Figure 45: Distribution of personal stationery, by selected outlet type, 2001-04
- Figure 46: Distribution of personal stationery, by outlet type, 2002 and 2004
Retailer Profiles
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- Summary of outlet numbers
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- Figure 47: Retail store numbers for main companies in greeting cards and stationery, 2004
- Greeting card specialists
- Birthdays Ltd (now bought by Clinton)
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- Figure 48: Birthdays Ltd, store numbers and sales area, 1999-2003
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- Figure 49: Birthdays Ltd, financial performance, 1999-2003
- Greeting Card Group Ltd (Card Warehouse and Cardfair)
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- Figure 50: Card Warehouse group, financial performance, 1999-2003
- Clinton Cards plc
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- Figure 51: Clinton Cards, store portfolio, 2000-04
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- Figure 52: Clinton Cards plc, financial performance, 2000-04
- Paperchase
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- Figure 53: Paperchase, financial performance, 2000-04
- Other greeting card specialists
- Depesche
- Hallmark Cards
- Stationery specialists
- Ryman Ltd
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- Figure 54: Ryman Ltd, financial performance, 1999-2003
- British Bookshops and Stationers
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- Figure 55: British Bookshops and Stationers Ltd (formerly Sussex Stationers), financial performance, 1999-2003
- Stationery Box
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- Figure 56: Stationery Box Ltd, financial performance, 1999-2003
- Post Shops
- Staples (see also Office World)
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- Figure 57: Staples UK Ltd, financial performance, 1999-2003
- Office World (now owned by Staples)
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- Figure 58: Office World, financial performance, 1999-2003
- Pen specialists
- Non-specialists
- WH Smith plc
- Company overview
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- Figure 59: WH Smith Retail, store portfolio, 2001-04
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- Figure 60: WH Smith, financial performance, 2000-04
- Figure 61: WH Smith, UK retail sales by division, 2000-04
- Woolworths Group plc
- CTNs
- Grocery multiples
- Asda
- Tesco
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- Figure 62: Tesco stores by format, February 2004 and February 2005 (proj)
- J Sainsbury plc
- Department stores
- Debenhams
- John Lewis
- Marks & Spencer
- Boots
- Next
- Wilkinsons
- National Trust
- Mail order and charity cards
- Charity shops
- Wishes
Retail Practices and Operational Issues
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- Market overview
- Women are key shoppers
- Supermarkets taking more share
- Mergers among specialist chains
- Distribution is broadening
- Charity card shops
- Promotions becoming more commonplace
- How consumers shop for greeting cards
- Internet cards need to create different selling points
- Importance of store design and layout
- Ranges and exclusivity count
- Independents unwelcome in large malls
- Fashion and design
- Homemade
- Merchandisers
- Sale or return
- Outlook
The Future
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- The market for greeting cards
- Polarisation forecast in stationery
- Changing demographics will lead to market shifts
- Wealthier consumers will fuel top end growth
- Broadening distribution will mean stiffer competition
- Generalists will lose share
- More space for greeting cards
- Scope for boutique specialists
- Parties and celebrations
- Store design
- Summary
Forecast
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- Figure 63: Forecast of the market for greeting cards, by value and volume, 2004-09
- Figure 64: Forecast of the market for stationery, 2004-09
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Appendix 1
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- The Consumer
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- Figure 65: Source of purchase of writing instruments and/or stationery in the last 12 months, March 2001, January 2003 and September 2004
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- Figure 66: Where consumers bought writing instruments and/or stationery in the last 12 months, by gender, age and socio-economic group, September 2004
- Figure 67: Where consumers bought writing instruments and/or stationery in the last 12 months, by lifestage, presence of children and Mintel’s Special Groups, September 2004
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- Figure 68: Where consumers bought writing instruments and/or stationery in the last 12 months, by region, marital status, working status and ACORN categories, September 2004
- Figure 69: Where consumers bought writing instruments and/or stationery in the last 12 months, by media usage, store regularly used for grocery shopping and Commercial TV viewing, September 2004
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- Figure 70: Where customers bought greeting cards in the last 12 months, 1997, 2001, 2003 and 2004
- Figure 71: Where consumers bought greeting cards in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 72: Where consumers bought writing instruments and/or stationery in the last 12 months, by lifestage, children’s age and Mintel’s Special Groups, September 2004
- Figure 73: Where consumer bought writing instruments and/or stationery in the last 12 months, by region, Martial status, working status and ACORN categories, September 2004
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- Figure 74: Where consumer bought writing instruments and/or stationery in the last 12 months, by media usage, store regularly used for grocery shopping and Commercial TV viewing, September 2004
Appendix 2
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- Figure 75: Agreement with attitude statements, summary, September 2004
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- Figure 76: Agreement with attitude statements, by gender, age and socio-economic group, September 2004
- Figure 77: Agreement with attitude statements, by gender, age and socio-economic group, September 2004
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- Figure 78: Agreement with attitude statements, by lifestage, children’s age and Mintel’s Special Groups, September 2004
- Figure 79: Agreement with attitude statements, by lifestage, children’s age and Mintel’s Special Groups, September 2004
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- Figure 80: Agreement with attitude statements by region, marital status, working status and ACORN categories, September 2004
- Figure 81: Agreement with attitude statements by region, marital status, working status and ACORN categories, September 2004
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- Figure 82: Agreement with attitude statements by media usage, regularly used store for grocery shopping and commercial TV viewing habits, September 2004
- Figure 83: Agreement with attitude statements by media usage, regularly used store for grocery shopping and commercial TV viewing habits, September 2004
- What consumers want
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- Figure 84: What consumers would like to see, summary, September 2004
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- Figure 85: What consumers would like to see, by gender, age and socio-economic group, September 2004
- Figure 86: Where consumers buy stationery by what they would like to see, September 2004
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- Figure 87: Customer attitudes by stores used for buying cards, September 2004
- Consumer types
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- Figure 88: Consumer types, by gender, age and socio-economic group, September 2004
- Figure 89: Consumer types, by detailed demographic breakdowns, September 2004
- Figure 90: Where shopper types shopped for cards and stationery, September 2004
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- Figure 91: Repertoire of shops used by customer typology, September 2004
- Figure 92: Repertoire of shops used for greeting cards and stationery, September 2004
- CHAID analysis
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- Figure 93: CHAID analysis for shoppers for cards and stationery, September 2004
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