When the founder of the V&A Museum Henry Cole designed the first Christmas card in 1846 he began a tradition which would lead to approximately 1.8 billion being sent annually in the UK. As greeting cards are stocked in one in six commercial properties – more than any other product – the sending of cards brings more than a little festive cheer to the high street. But while Christmas is an important period for the greeting card industry it is a year round operation directly or indirectly employing over 100,000 people nationwide.
Figures from the Greeting Card Association (GCA) show that the greeting card industry in the UK is the largest in the world with an average of 31 cards being sent, by each of us every year. Last year more than £1.39 billion was spent on greeting cards showing that the tradition of card sending remains strong in the UK.
A 2011 market report reveals that the sale of Christmas cards is worth £171.6 million to the industry in the UK. However, everyday sales like birthday cards and anniversary cards account for 78% of total sales. Mother’s Day is another key date in the industry calendar with sales hitting over £56million with the average price paid per card being £2.05, the second highest price of any category. Proving that romance isn’t dead, this is beaten only by Valentine’s Day cards where the average price paid is £2.17. Women in particular might claim credit for this as they are responsible for 85% of all greeting card purchases.
In terms of employment the greeting card industry offers opportunities to a wide variety of professions. These include artists and designers and the writers responsible for the sentimental verse or witty prose that is a feature of many greeting cards. In some areas, particularly in Yorkshire and Lancashire, the greeting card industry is considered a major employer. It also has a significant base in London. But many of the companies involved in the industry are small businesses employing less than five people. Of the 460 members of the GCA –mainly involved in publishing -350 are small/micro businesses.
In addition to those employed in the creative industries and publishing, the greeting card industry is responsible for employment in warehousing and distribution. When it comes to retail there are a number of specialist outlets on the high street and it seems they are not immune to the recession. Clinton Cards -which has nearly 800 commercial properties across the UK including the Birthday’s brand – reported a big drop in profits earlier in the year. It has since announced a fall in year on year sales of 2.4% for the sixteen weeks up to November 20.
If this is indicative of an emerging trend it might be bad news for charities. They estimate that £50 million is generated for various good causes every year through the sale of Christmas cards. Last year Oxfam, whose share of the market is worth around £1 million, published a survey showing that fewer people were sending Christmas cards. The charity said that, alongside the recession, rising postage costs and a growing awareness of environmental issues were also factors in this downturn. Proving that some traditions are unaffected by retail trends the survey also shows that 64% of Britons still keep a Christmas card list. And, as relationships shift, we’re still crossing people off it.
I was so pleased to hear from you at Christmas, and a special hello to Kevin and Fiona – I’m sure we didn’t engage much when last I saw you!
Have a Great and Happy Christmas.
Love to all,
John