UK Greetings Cards and Personal Stationery Retailing 2021
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Providing the most comprehensive and up-to-date information and analysis of the UK Greetings Cards and Personal Stationary market, including the behaviours, preferences and habits of the consumer.
The greetings card and personal stationary market saw some decline in 2020, with COVID-19 lockdowns closing non-essential businesses and driving many customers online. While 89% of customers bought a greetings card in the last 12 months, the market fell by 0.8%, with the majority of in-store purchasing being restricted.
Mother’s Day, Christmas, and other special occasions were celebrated while under lockdown, with people unable to go to specialist card shops and forcing them instead to shop online. Because of this transition into online shopping, print-on-demand card sales now make up 7% of the total market as of 2020.
Stationary sales have also decreased, falling by 0.5%. There is increasing interest among the public in traditional pastimes like journaling, helping people to vent their emotions and spend time away from their screens; but the economic uncertainty post-pandemic could see them cutting back on spending. The stationary market may have to shift focus to innovating for the current trend of working-from-home, as well as the increase awareness of wellness and sustainability.
The report covers the issues faced by the greetings card and stationary market from the COVID-19 pandemic, as well as its future projections. With the pandemic giving customers an increased sense of community and belonging, people are looking for new ways to reach out and connect with friends and family through cards, letters, and other traditional methods. This, alongside seasonal events, could be the key to unlocking further market potential.
Brands: Moonpig, Paperchase, W H Smith, Adspend, Clintons, Card Factory, The Works, Ryman, Flying Tiger, Smiggle, W&G Foyle, Cards Galore, Scribbler, Louis Vuitton, Co-Op, NowTV.
Products: Greetings cards, Christmas cards, special event cards (mother’s day, father’s day, valentine’s day, easter), postcards, pens, pencils, journals, water bottles, envelopes, paper, notepads, pencil cases.
Written by Emily Viberg, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The pandemic has heightened consumers’ sense of belonging and as such, sending greetings cards have become an important part of keeping in touch with family and friends during lockdown. Despite the rise of digital communications, the pandemic has put a renewed focus on the traditional pastime as it gives people the chance to feel connected and switch off from the digital world. This has also contributed to trends in the personal stationery market, which has seen consumers take up journal writing as a way to maintain their wellbeing. The pandemic has helped boost the use of both mediums as a way for consumers to express and channel emotions during a year that has been challenging for many.
Emily Viberg
Retail Analyst
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