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PROGRESSIVE GREETINGS WORLDWIDE 51

PG/Cardgains Retail Barometer

The PG/Cardgains Retail Barometer is anannual survey that involves Cardgains’ 750retail members (which account for 1,000retail rooftops). The survey, as in previousyears, was sent out in October to bereturned by early December.

How has your business fared over the last year?PG looks back at the last eight years of Retail Barometer data.

2006 v 2005

Better 39%

Same 35%

Worse 26%

2005 v 2004

Better 24.6%

Same 34.8%

Worse 40.6%

2011 v 2010

Better 29%

Same 28%

Worse 43%

2010 v 2009

Better 30%

Same 20%

Worse 50%

2007 v 2006

Better 50%

Same 31%

Worse 19%

2008 v 2007

Better 20%

Same 53%

Worse 27%

2009 v 2008

Better 57%

Same 20%

Worse 23%

How’s Business Been?The last year was a strange one for business -

including independent greeting card retailers -

it just didn’t end up anywhere near as bad as

people thought it was going to be at the start

of the year. The outlook at the start of 2012

certainly didn’t look too good. The year kicked

off with relentless talk of austerity measures and

the Eurozone Crisis was in common parlance.

Yet, fast forward through a feelgood summer of patriotic

fervour (thanks to the Diamond Jubilee and the Olympics),

dampened admittedly by the wettest period on record and an OK

Christmas, and there is cause for celebration in the independent

greeting card quarter.

Sure, trade was tough for indies, unless you happened to be in

the vicinity of one of the 400 Clintons shops that closed its doors,

competition continued to be fierce (from other multiples,

supermarkets and online operators), but Cardgains’ membership,

give or take a few rooftops, remained stable at the 1,000 mark.

And what’s more, the results at the end of the year were a lot

more pleasing to read – with almost 40% of Barometer respondents

reporting an increase in business in 2012 over the year previous

and more than another third holding steady on the 2011 level.

While the vast majority of the increases reported were only

marginal, it is certainly a lot better

than the previous Barometer

readings when 43% of respondents

reported a decrease and only 29%

saw their business grow.

A major contributor to the

improved figures was that so

many indies had managed to

push up the average

transactional value. As evidenced by

This time last year the nation was bracing itself for what wasexpected to be an extraordinary year - the Diamond Jubileecelebrations followed by a summer of Olympics andParalympics. Quite how these events were going to impactindependent greeting card retailers, both directly andindirectly, no one knew, neither was it certain how the stampprice increases in April, nor how the demise (and partial)resurrection of Clintons were going to affect indies.

The findings of the recent PG/Cardgains Retail Barometershed some light onto these and so many other business factorsaffecting the state of mind and bank balance of the UK’sindependent greeting card retailers.

2012 v 2011

Better 38%

Same 35%

Worse 27%

Clearing TheOlympic Hurdles

How Was It For You? 2012 v 2011

Worse 27%

Better38%

Same 35%

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the fact that an expansion into gifts was cited as having had the

biggest positive effect on their business, it would suggest that the

increase in AVT is more down to this rather than through selling

more cards or higher priced ones.

It does seem as though the extended holiday surrounding the

Queen’s Diamond Jubilee, as well as the ‘feelgood factor’ it

engendered, provided some extra cheer in independent card

retailers’ tills – certainly a lot more than the Olympics did.

While last year was not a big one for indies to invest

considerably in the ‘bricks and mortar’ fabric of their shop(s),

marketing efforts and greater involvement on website and social

networking activity all played a part in upping their game.

‘Challenging’ was the word that came out top for indies as

the best descriptor of 2012, but going by the results of the recent

Barometer, they were more than fit for what

was a year of Olympic hurdles.

Christmas WishesDue to the timing of the Barometer (retailers completed the

survey by the first week of December), they did so without the full

knowledge of how Christmas card buying was going to pan out

in the end. However, it was close enough to the event for them to

have some insight into the buying habits and how they have

changed over the previous year. And the message came out loud

and clear that the British public are cutting back on the number

of Christmas cards they buy and send.

This year maybe indies were fearing the worst, with some 93% of

Retail Barometer respondents anticipating a drop in Christmas card

sending - up from 83% in the 2011 survey and 70% in the 2010 one.

(As it turned out, and illustrated by the comments in the

Viewpoints section of this publication, in actual fact total Christmas

card sales for indies was fine for most, but that there has been

something of a shift to more single cards and fewer box/pack sales

bought from indies).

The Real DampenersFollowing the pattern of the last two

Retail Barometers, the UK retail

economy was cited as the biggest

dampener on trade for indies last year.

However, parking, which was seen as

the second biggest bugbear in 2011’s

survey, was usurped by supermarkets

in 2012; the grocers’ improvements in card selections hitting the

independents’ trade more than previously.

Discount operators continue to be a thorn in the side of indies,

as were print-on-demand operators, while new on the scene in the

league of ‘nasties’ in 2012 were the Olympics (as they took people

off the High Street to watch the Games), the rise in postage costs

and the weather, the latter being a dampener on trade in the true

sense of the word for those retailers in the flood affected areas.

What main factor(s) have had a detrimentaleffect on your business this year? (Last year’s position is shown in brackets)

1st The UK retail economy (1st)

2nd Expansion of cards in supermarkets (5th)

3rd Expansion of discount/deep value retailers (4th)

4th Parking issues (2nd)

5th Charity shops selling greeting cards (3rd)

6th Competition from multiples (6th)

6th The Olympics (-)

7th Promotion of print-on-demand cards (7th)

8th Increase of the minimum wage (8th)

8th Weather (-)

8th Rent review (6th)

9th Stamp price rise (-)

10th Local developments (-)

Investment PortfolioLast year, it was more a case of a ‘spruce up job’ than a complete

overhaul of the shop for indies. When it came to the investment in

improving the shopping environment or running of the shop most

opted for adding the odd new display fixture or an upgraded

computer than a complete refit.



Average Spend Per CustomerIncreased Significantly 5%Increased Slightly 32%Remained The Same 43%Declined 20%Declined Significantly 0%

Christmas Card Sales 2012 v 2011?Not Sure 2%

Fewer Than Last Year 93%

Same AsLastYear 5%

What main factor(s) have had a positiveeffect on your business in the last year? 1st Expansion into gifts 2nd Queen’s Diamond Jubilee3rd Staff4th Local competition closing down 5th Upsurge of new customers 6th Promotional activity7th Shopfit/improvements 8th Range expansion 9th Olympics10th Online selling

What investments have you made in yourshop over the last year? 1st New shop units2nd Partial refit3rd Computer equipment4th EPOS equipment5th Shop extension6th Full refit7th Vehicles for the business

Above: The Queen's Jubileelast year bought the 'feelgood factor' to the UK.Above right: Supermarkets'improvements in their cardselection is hitting theindies' trade.

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Going For PromotionMarketing was very much part of the business mix for the

majority of survey respondents last year, with almost seven out of

ten saying that they had instigated some promotional activity in

2012 to boost trade.

Not blind to what is happening in so many other retail sectors,

offering instore ‘money off’ promotions was the most popular

marketing route of choice – with some even testing the

opportunities Groupon offered.

Marketing initiatives that were conceived to help engender

and reward loyalty of their customers were very popular among

indies last year. More embraced the concept of special customer

evenings than have done before, while relationships with other

businesses, community groups and charities also bore fruit.

While some experimented with different advertising mediums

(such as taking space on the back of local parking tickets), local

press advertising and leaflets were the most popular of the ‘above

the line’ marketing options.

Meanwhile, harnessing the power of social media also rose in

the ranks this year.

Making LinksOver three quarters of the retail respondents to the survey

benefitted from building relationships and links with other bodies in

the vicinity of their shop(s) in 2012. Almost a fifth had an active

involvement with their local town centre retailing group, bringing

about initiatives and activity for the retailers’ mutual benefit.

Which local bodies have you been involved in during the last year? Town Centre Retailing Group 19%

Federation of Small Businesses 16%

Charities 14%

Chamber of Commerce 11%

Schools 9%

Other 7%

None 24%

Threatening BehaviourFor the fifth year in succession, supermarkets’ expansion and

improvements on the greeting card front were viewed as posing a

much bigger threat to an independent card shop’s business than

say, Card Factory or garden centres. What is more telling however, is

how the competition from the virtual world is taking its toll on

indies. While 87% of respondents cited supermarkets’ greeting card

activity as being a threat or serious threat, Moonpig, Funky Pigeon

and their print-on-demand counterparts are being seen as

increasingly threatening to an independent’s business. Almost eight

of ten respondents cited print-on-demand operators as either a

threat or a serious threat.

And while Card Factory and other discount operators were

seen as a threat or serious threat by over half of respondents (53%),

this is fewer than those who saw texting, social media sites and

other alternative modes of social communication as a real threat to

an independent greeting card retailer last year. The train of thought

perhaps being that while

Card Factory wins

business through its value

for money approach, it is

selling real cards and so

continues the tradition of

card sending, while social

media offers an

alternative to actual card

sending, thereby

somewhat nullifying the

card sending culture.

54 PROGRESSIVE GREETINGS WORLDWIDE

Have you run promotions and/oradvertising for your shop in the last year? Yes 68%

No 32%

Top Ten Promotional Mechanisms1st Instore ‘money off’/discount promotions (2nd)

2nd Loyalty initiatives (1st)

3rd Press advertising (3rd)

4th BOGOF (or similar) (6th)

5th Leaflets (4th)

6th Customer evenings (8th)

7th Free gift promotions (5th)

8th Collaboration with other local

retailers/businesses (7th)

9th Charity fund-raising (9th)

10th Gift voucher scheme (10th)

How do you view the supermarkets’expansion on the greeting card front?Serious Threat 27%Threat 60% Neutral 13% Bonus 0%

How do you view Card Factory?Serious Threat 18%Threat 35% Neutral 38% Bonus 3%Undecided 6%

How do you view Moonpig.com, FunkyPigeon.com or other ‘print-on-demand’ card operators?Serious Threat 17%Threat 52% Neutral 31% Bonus 0%

How do you view texting, emailing or social networking sites as an alternative to greeting cards? Serious Threat 17%Threat 45%Neutral 36%Bonus 2%

Right: Links with other businesses, schools,charities or community groups is bearingfruit for many independents.

Above: Funky Pigeon and other print-on-demand card operators are seen as athreat to bricks and mortar card retailers.

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Offering another ‘sign of the times’, while in previous Barometers

Clintons would have been viewed as a threat to many indies, the

findings show that 80% now have no fear or see the new look stores

and slimed down store portfolio as a bonus to their indie trade.

Word To The Wise‘Challenging’ came out loud and clear as the word that indies feel

best sums up the current state of the UK greeting card industry.

Encouragingly though, the second most popular word choice

was ‘buoyant’, before going back more into the negative camp with

‘The Indies Thesaurus’ plumping for favourites which included

‘competitive’, ‘declining’, ‘difficult’, ‘struggling’, ‘tough’ and the

neutral descriptor of ‘steady’.

While not quite an A-Z, among the other words selected

were: bad, best, changing, chaotic, comprehensive, crap, creative,

exciting, fragile, good, growing, hard work, healthy, insecure,

intriguing, lethargic, positive, precarious, over-subscribed,

passionate, pressurised, promising, resilient, stagnant, static,

suffering, transitional and vibrant.

Service And SupplyService received from card

publishers is a key consideration

for indies looking to buy ‘little and

often’. Last year, according to the

survey’s respondents, the service

level dropped slightly on the

year before, with only 2% citing a

dramatic increase in service levels,

though 18% of respondents said

that service from their card

suppliers had ‘improved slightly’.

While the general feeling was

that indies are pretty happy with

their supplier base, more are now

willing to consider brokerage as a method of supply.

In the last year would you say that servicelevels from suppliers have?Improved Significantly 0%Improved Slightly 18%Remained The Same 62%Decreased Slightly 18%Decreased Significantly 2%

Product MattersA Laughing MatterLast year was a really funny year! Humorous cards have held onto

the top spot in the indies’ ‘growth league’ for the fourth year

running. Again following the same pattern as last year’s findings,

traditional words and sentiments cards were the area that showed

the second most growth on the sales front. And last year relations

and occasions cards climbed back up the ranks, reflecting the

amount of card publishing activity on this front to clinch the

number three slot for the types of cards that have shown the

greatest in sales for indies.

Photographic cards, having slipped in the growth league for

a couple of years, nudged up a couple of places, probably due to

the fact that photography features in near enough every single

card genre now.

Which card categories have you seen salesgrowth in your shop(s) in the last year? (Last year’s position shown in brackets)1st Humour 55% (1st)2nd Traditional Words & Sentiment 33% (2nd)3rd Relations and Occasions 22% (6th)4th Photographic 20% (6th)5th Handmade or Hand-Finished 18% (3rd)6th Trend, Fun and Graphic 17% (9th)6th Male 17% (4th)6th Easter 17% (5th)7th Christmas Singles 13% (7th)8th Art 12% (8h)9th Contemporary Words & Sentiment 10% (3rd)10th Mother’s Day 8% (9th)10th Cute 8% (-)10th Children’s 8% (10th)11th Father’s Day 7% (8th)11th Licensed 7% (10th)11th Valentine’s Day 7% (8th)12th Large Cards 5% (8th)13th Other Religious Festivals 3% (13th)13th Christmas Boxes and Packs 3% (7th)



With so many Clintons stores closing andrevamped formats opening up, how do you view this chain?Serious Threat 2% Threat 20% Neutral 68% Bonus 10%

How do you view garden centre growth inthe greeting card sector?Serious Threat 10% Threat 33% Neutral 55% Bonus 2%

Would you consider being supplied via abrokerage system whereby a variety ofpublishers’ cards are supplied to you via a broker?Yes 20% No 52% Undecided 28%

As far as the number of suppliers fromwhom you order, do you expect to…Increase the number 15%Remain about the same 78%Decrease the number 5%Undecided 2%

Do you see geographical exclusivity ofsupply as an issue? Yes 62%No 35%Neutral 3%

Above: A new design fromQuayside Card's new occasionrange show card titles arereflecting social changes.

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In A Southerly DirectionFor the second year in a row, many indies were left broken hearted

by Valentine’s Day sales in 2012, in fact it would appear that Easter

aside, it was not a rip roaring Spring Seasons for indies last year.

Arguably, the increase in postage prices that came into affect

in April may have had a bearing on the fact that large card sales

dropped over the previous year for many survey respondents, or it

could be down to the lack of publishing activity in this area generally.

And no surprise that Christmas boxes and packs had taken a

slide, given the generally accepted belief that Christmas card

sending was down in 2012.

Diversification Plans Just as ‘man cannot live by bread

alone’ so it has been a long time

since an independent card shop

could rely solely on its greeting card

sales. So, diversification continues –

and it would seem that most

believe there is greater potential

out there on the gifts front.

Further product areas

considered still ripe for expansion

are impulse gifts, with jewellery

taking the third slot, although the

allure of chocolate has seemingly

melted a few percentage points,

pushing it down the diversification

league table a tad.

Home accessories have

jumped up a lot in the last year, in

keeping with the trend for

attractive but functional gifts, while

indies also have set their sights

higher on inflating their sales of

balloons over the coming year.

Business Predictions For 2013 With a straight run at retail this year - with no Diamond Jubilee or an all

encompassing sporting event taking place - indies are feeling a little

more buoyant about the year ahead than they were this time last year.

Over a third are expecting to grow their business, 7% of whom

are anticipating a significant increase. However, the most popular

answer was from those expecting to maintain their 2013 trade on a

par with last year’s level, though just over a fifth are bracing

themselves for a decline this year.

Only 5% foresee opening another shop on the horizon for

2013, but well over a third (38%) are nonetheless looking to invest

in their current shop(s) this year.

However, looking at the long range forecast

for the independent card retail sector,

confidence among indies is dwindling. Whereas

in last year’s survey 5% said they viewed the

future of the independent card shop 10 years

hence as ‘very positive’, this year’s findings did not

see even one indies’ feeling this upbeat.

However, that said, over a third still see feel

‘positive’ about the role of the independent card

shop in a decade’s time and the same number

(37%) are neither worried nor euphoric about the

sector’s standing in 10 year’s time.



Which card categories have you seen salesdecline in your shop(s) in the last year?(Last year’s position shown in brackets)1st Valentine’s Day 43% (1st)

2nd Mother’s Day 33% (4th)

3rd Father’s Day 30% (2nd)

3rd Large cards 30% (6th)

4th Cute 23% (10th)

4th Licensed 23% (8th)

5th Handmade or Hand-Finished 17% (8th)

5th Christmas card boxes 17% (7th)

5th Easter 17% (3rd)

6th Christmas card singles 13.4% (5th)

7th Trend, Fun and Graphic 12% (9th)

Into which product areas wouldyou like to further diversify?1st Gifts (1st)

2nd Impulse Items (2nd)

3rd Jewellery (4th)

4th Home Accessories (10th)

5th Balloons (10th)

6th Stationery (5th)

7th Handbags (9th)

7th Chocolates/Confectionery (3rd)

8th Fashion Accessories (10th)

8th Giftwrappings (7th)

8th Partyware (8th)

8th Toys (11th)

9th Collectables (6th)

10th Crafting Products (9th)

11th Calendars (7th)

11th Children’s non-toy products (11th)

11th China and tableware (10th)

11th Gardening Products (-)

Business expectations for yourbusiness for 2013?

SignificantGrowth 7%

MarginalGrowth 30%

Remain About The Same 41%

Slight Decline20%

MajorDecline 2%

How do you view the future of the independent card shop in

the next 10 years?

Weak 24%

Positive 37%

Neutral 37%

Very Weak 2%

Above left: YankeeCandle is one of thegiftlines that are aretailers' 'must haves'.Left: Many card retailersare feeling buoyantabout 2013.

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Keeping You PostedThe symbiotic relationship between greeting card and Royal Mail

really came into focus in 2012 when the UK’s postal operator

introduced a hefty increase in the cost of stamps in order to be able to

financially justify continuing to offer an efficient postal service. This, on

top of the two–tier pricing (ie letter and large letter), which is another

consideration for card publishers, retailers and consumers, meant that

2012 was a tricky one to call on the posted greeting card front.

Some 90% of respondents said that they believed that the

postal price hikes had a detrimental affect on their card sales,

though interestingly, only a relatively small number (15%) went

as far as saying that the stamp price increases had caused a

‘dramatic effect’ on card sales.

Speaking at the GCA AGM in October, Royal Mail’s Stephen

Agar, let in a chink of light suggesting that it may well be that the

5mm thickness parameter on cards (which, if exceeded, takes a

card into the large letter bracket

for postal costs) could be

widened. This would certainly be

welcomed by indies – with

almost seven out of ten

respondents feeling confident

that this would result in

increased card sales.

Hubble Bubble, Toil And TroubleIt was supermarkets that again were cited as the subject of

independent retailers’ curse. If they had a magic wand that could

grant one wish the most popular use would be to stop

supermarkets selling greeting cards.

Other popular subjects for the wizardry was to change

consumer perceptions about the true value of greeting cards, as

well as using their charged wand to obliterate print-on-demand

card sites (such as Moonpig and Funky Pigeon) from operating.

Some of the other old favourite spells still retain their

attractiveness to indies - such as getting rid of Card Factory and

sorting out the price code inconsistencies.

They would also like to see a high profile advertising campaign

to encourage card sending, a reduction in stamp prices for greeting

cards and, waving their wand in the direction of card publishers, would

like to ensure that credit notes are processed quicker, that delivery

services are improved and restrictions were put in place to disallow

other shops in the same vicinity to be supplied with the same cards.

Logging OnWhat a difference a year makes. Since the last Retail Barometer, the

role of technology in an independent card retailer’s business life

has increased a few megabytes!

In 2012, almost seven out of ten indies used emails for

business - up from just over half in the previous year’s survey.

While, partly due to historic practice and partly due to the

product area, less than a third have a website for their business

(and even then it is non-transactional) though more than 70% plan

to develop their website in the coming year, almost a quarter of

those who are not website-compliant are gearing up for one this year.

Is The Price Right?In the coming year would you like to see the Recommended Retail Prices (RRPs) ofcounter cards?Go Up 5%Remain As Now 75%Come Down 18%Undecided 2%

What would you see as the most crucial pricepoint for greeting cards that you feel meetsthe most resistance if you go over?£1.50 2% £1.65 3% £1.99 23% £2.25 8% £2.45 12% £2.75 8% £2.99 31% £3.99 8%£4.99 5%

If Royal Mail was to do away with extrapostage required on larger/thicker cards,do you think it would encourage morecard sales?Yes 67%

No 20%

Don’t Know 13%


Do you feel the rise in the cost of a FirstClass and Second Class stamp will/hasaffected your card sales?Decrease Dramatically 15%Decrease Marginally 75%Not Be Affected 10%

Do you use email regularly for business purposes?Yes 67%

No 33%

Do you have a website for your shop? Yes 28%

No 72%

If so, what is the main reason for your website?To make sales 35%

Information Only 65%

Do you plan to develop it further over the coming year? Yes 71%

No 23%

Undecided 6%

If you currently do not have a website, do you intend to develop one over the coming year?Yes 23%

No 38%

Undecided 39%

Above left: Royal Mail'spostal price increases mayhave a detrimental affect oncard sales.Left: With beautiful designand extra finishes this newPizazz design from NigelQuiney is still great value.

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A Matter Of ChoiceWhile a fifth of respondents are happy with the selection of cards on

offer from publishers, the vast majority cite paucity in some areas.

Once again, despite a flurry of publishing activity in this area

there is still a plea for more male cards (some 50% of respondents

highlighted this as a need) while it would appear that the rush to

satisfy the contemporary card send for relations has left the traditional

card sector lacking slightly with 18% of respondents calling out for

more ‘trad R&O’. Easier said than done, but humorous cards, still flying

high on the sales front, could accommodate some extra competition.

And while humour sells well in the face of adversity so does

sentiment - “more sentiment cards please” is another the plea from

retailers. And, keen to exploit the newer card sending events, some

indies believe there is merit in looking to further develop

Halloween on the card front with a wider selection.

You Could Be HeroesThe greeting card trade is a master at new product development,

however there are some ranges that exceed expectations and go on

to become ‘must have’ stalwarts in a shop.

For indies, Nigel Quiney’s Pizazz continues to be a master, but

UKG’s Giggles is up there too and Wishing Well (now from CBG) is

still holding onto its important mantle. Other high rankers on the

‘must have’ card stakes include Gibson’s Simply Traditional (UKG),

Velvet from Johnny Javelin, Fashionista from Write from the Heart,

Noel Tatt’s main range, Second Nature’s value range Yours Truly,Gentleman’s Gallery from UKG, Rainbow humour from Ling,

Medici Cards’ art range, Woodmansterne’s Quentin Blakecollection, as well as Paperlink’s Bottom Line/Bestie collections.

On the upmarket handmade front, main ranges from FiveDollar Shake, Wendy Jones-Blackett’s occasions range, BellyButton’s Jewel in the Crown and Blue Eyed Sun’s Vintagecollections all came in for special mentions.

Personality Treats And HatesJames Bond aka Daniel Craig came in ‘shaken not stirred’ at the top

of the league of most wanted male customers to walk into an

independent card shop.

But if it had not been for 007, Royal couple William and Kate

would have had a double billing at the top of both sexes charts. And

while Duchess Kate was the most popular of famous females to

walk in to do a spot of card shopping, the Queen was Kate’s ‘lady in

waiting’, being the second most popular choice with coincidently,

the media-dubbed ‘Queen of Shops’ aka Mary Portas being the

third most wanted female shop visitor.

Other popular female choices were the Olympian Jessica

Ennis, Cheryl Cole, Dawn French, Katherine Jenkins, Adele, Miranda

Hart, Kirstie Allsopp, Joanna Lumley and Kylie Minogue.

Meanwhile the diverse male customer wishlist included Billy

Connolly, Johnny Depp, Michael Buble, Prince Harry, Stephen Fry,

Barack Obama, Chris Hoy and David Attenborough.

Being Shown The DoorAs to the celebs who are the least likely to

receive a warm welcome from an

independent card shop are politicians

David Cameron and Tony Blair on the

male front and Katie Price/Jordon and

Janet Street-Porter. Other unwelcome

famous shoppers include other politicians

(Ed Miliband, Nick Clegg, Ed Balls and

Alec Salmond), Jeremy Clarkson, Russell Brand and the now

deceased Jimmy Savile (for obvious reasons).

On the female side, Victoria Beckham, Cherie Blair, Davina

McCall, Anne Robinson and Victoria Pendleton would not be

welcomed with open arms by indies.



In what card captions would you like to seemore of a choice? When it comes to specific card caption needs that are notbeing fully met, indies highlighted that perhaps the card trade isnot keeping fully in step with the changing socio dynamics.

With people living longer, there is, according to the surveyrespondents, a need for more great grand-daughter/greatgrandson cards. Plus, with the changing family make-up, morestep mum/step dad cards are needed, as well as more divorceand civil partnership cards.

On the offspring front, there is a plea for more cards for‘mum and dad to be’ as well as those suitable to markadoption, plus those celebrating the godparent/godson/goddaughter relationships.

Must Have Non-Card RangesWith non-greeting card products now being crucial, rather than

the icing on the cake, for indies, praise where praise is due to the

likes of Really Good for its Bright Side (especially the ‘man tin’);

Carte Blanche Greetings for its Me to You and My Blue Nose

Friends range; Yankee Candle for its candle products; Xpressions’

(now via Xpressions 4 U) for its Pots of Dreams, Dad’s Army and

Love Home collections; WPL keyrings and magnets; Gorjuss giftsfrom Santoro; jewellery from Byzantium; candles from Lilyflameand many lines from Widdop Bingham and Joe Davies.

Preferential TreatmentPop a cork on a bottle of wine, take it down to the beach, getcomfy with your loved one and a dog and then go out for alovely meal - and you would make the majority of independentgreeting card retailers very happy!

What do you like best…Comfy (70%) v Sexy (30%)

Cat (26%) v Dog (74%)

Beer (24%) v Wine (76%)

Beach (54%) v Countryside (46%)

Tea fireside (44%) v posh restaurant (56%)

As for cinematic and literary stimulation, James Bond winshands down while, in common with the wide population,Fifty Shades of Grey reached the parts other books failed toreach in 2012 for indies.

Other faves at the flicksinclude classics Dirty Dancing,Pretty Woman and TheShawshank Redemption.

Meanwhile on the food front,it is steak followed by a curry, aroast dinner and then fish & chipsthat get an independent cardretailer’s tastebuds going morethan any other culinary delights.

Above right: PM David Cameron wouldn'tbe welcome in indies' shops.

Below: A new designfrom Berni Parker.

51_53-55_57-59_Grid 16/01/2013 14:13

the fact that an expansion into gifts was cited as having had the

biggest positive effect on their business, it would suggest that the

increase in AVT is more down to this rather than through selling

more cards or higher priced ones.

It does seem as though the extended holiday surrounding the

Queen’s Diamond Jubilee, as well as the ‘feelgood factor’ it

engendered, provided some extra cheer in independent card

retailers’ tills – certainly a lot more than the Olympics did.

While last year was not a big one for indies to invest

considerably in the ‘bricks and mortar’ fabric of their shop(s),

marketing efforts and greater involvement on website and social

networking activity all played a part in upping their game.

‘Challenging’ was the word that came out top for indies as

the best descriptor of 2012, but going by the results of the recent

Barometer, they were more than fit for what

was a year of Olympic hurdles.

Christmas WishesDue to the timing of the Barometer (retailers completed the

survey by the first week of December), they did so without the full

knowledge of how Christmas card buying was going to pan out

in the end. However, it was close enough to the event for them to

have some insight into the buying habits and how they have

changed over the previous year. And the message came out loud

and clear that the British public are cutting back on the number

of Christmas cards they buy and send.

This year maybe indies were fearing the worst, with some 93% of

Retail Barometer respondents anticipating a drop in Christmas card

sending - up from 83% in the 2011 survey and 70% in the 2010 one.

(As it turned out, and illustrated by the comments in the

Viewpoints section of this publication, in actual fact total Christmas

card sales for indies was fine for most, but that there has been

something of a shift to more single cards and fewer box/pack sales

bought from indies).

The Real DampenersFollowing the pattern of the last two

Retail Barometers, the UK retail

economy was cited as the biggest

dampener on trade for indies last year.

However, parking, which was seen as

the second biggest bugbear in 2011’s

survey, was usurped by supermarkets

in 2012; the grocers’ improvements in card selections hitting the

independents’ trade more than previously.

Discount operators continue to be a thorn in the side of indies,

as were print-on-demand operators, while new on the scene in the

league of ‘nasties’ in 2012 were the Olympics (as they took people

off the High Street to watch the Games), the rise in postage costs

and the weather, the latter being a dampener on trade in the true

sense of the word for those retailers in the flood affected areas.

What main factor(s) have had a detrimentaleffect on your business this year? (Last year’s position is shown in brackets)

1st The UK retail economy (1st)

2nd Expansion of cards in supermarkets (5th)

3rd Expansion of discount/deep value retailers (4th)

4th Parking issues (2nd)

5th Charity shops selling greeting cards (3rd)

6th Competition from multiples (6th)

6th The Olympics (-)

7th Promotion of print-on-demand cards (7th)

8th Increase of the minimum wage (8th)

8th Weather (-)

8th Rent review (6th)

9th Stamp price rise (-)

10th Local developments (-)

Investment PortfolioLast year, it was more a case of a ‘spruce up job’ than a complete

overhaul of the shop for indies. When it came to the investment in

improving the shopping environment or running of the shop most

opted for adding the odd new display fixture or an upgraded

computer than a complete refit.



Average Spend Per CustomerIncreased Significantly 5%Increased Slightly 32%Remained The Same 43%Declined 20%Declined Significantly 0%

Christmas Card Sales 2012 v 2011?Not Sure 2%

Fewer Than Last Year 93%

Same AsLastYear 5%

What main factor(s) have had a positiveeffect on your business in the last year? 1st Expansion into gifts 2nd Queen’s Diamond Jubilee3rd Staff4th Local competition closing down 5th Upsurge of new customers 6th Promotional activity7th Shopfit/improvements 8th Range expansion 9th Olympics10th Online selling

What investments have you made in yourshop over the last year? 1st New shop units2nd Partial refit3rd Computer equipment4th EPOS equipment5th Shop extension6th Full refit7th Vehicles for the business

Above: The Queen's Jubileelast year bought the 'feelgood factor' to the UK.Above right: Supermarkets'improvements in their cardselection is hitting theindies' trade.

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Going For PromotionMarketing was very much part of the business mix for the

majority of survey respondents last year, with almost seven out of

ten saying that they had instigated some promotional activity in

2012 to boost trade.

Not blind to what is happening in so many other retail sectors,

offering instore ‘money off’ promotions was the most popular

marketing route of choice – with some even testing the

opportunities Groupon offered.

Marketing initiatives that were conceived to help engender

and reward loyalty of their customers were very popular among

indies last year. More embraced the concept of special customer

evenings than have done before, while relationships with other

businesses, community groups and charities also bore fruit.

While some experimented with different advertising mediums

(such as taking space on the back of local parking tickets), local

press advertising and leaflets were the most popular of the ‘above

the line’ marketing options.

Meanwhile, harnessing the power of social media also rose in

the ranks this year.

Making LinksOver three quarters of the retail respondents to the survey

benefitted from building relationships and links with other bodies in

the vicinity of their shop(s) in 2012. Almost a fifth had an active

involvement with their local town centre retailing group, bringing

about initiatives and activity for the retailers’ mutual benefit.

Which local bodies have you been involved in during the last year? Town Centre Retailing Group 19%

Federation of Small Businesses 16%

Charities 14%

Chamber of Commerce 11%

Schools 9%

Other 7%

None 24%

Threatening BehaviourFor the fifth year in succession, supermarkets’ expansion and

improvements on the greeting card front were viewed as posing a

much bigger threat to an independent card shop’s business than

say, Card Factory or garden centres. What is more telling however, is

how the competition from the virtual world is taking its toll on

indies. While 87% of respondents cited supermarkets’ greeting card

activity as being a threat or serious threat, Moonpig, Funky Pigeon

and their print-on-demand counterparts are being seen as

increasingly threatening to an independent’s business. Almost eight

of ten respondents cited print-on-demand operators as either a

threat or a serious threat.

And while Card Factory and other discount operators were

seen as a threat or serious threat by over half of respondents (53%),

this is fewer than those who saw texting, social media sites and

other alternative modes of social communication as a real threat to

an independent greeting card retailer last year. The train of thought

perhaps being that while

Card Factory wins

business through its value

for money approach, it is

selling real cards and so

continues the tradition of

card sending, while social

media offers an

alternative to actual card

sending, thereby

somewhat nullifying the

card sending culture.


Have you run promotions and/oradvertising for your shop in the last year? Yes 68%

No 32%

Top Ten Promotional Mechanisms1st Instore ‘money off’/discount promotions (2nd)

2nd Loyalty initiatives (1st)

3rd Press advertising (3rd)

4th BOGOF (or similar) (6th)

5th Leaflets (4th)

6th Customer evenings (8th)

7th Free gift promotions (5th)

8th Collaboration with other local

retailers/businesses (7th)

9th Charity fund-raising (9th)

10th Gift voucher scheme (10th)

How do you view the supermarkets’expansion on the greeting card front?Serious Threat 27%Threat 60% Neutral 13% Bonus 0%

How do you view Card Factory?Serious Threat 18%Threat 35% Neutral 38% Bonus 3%Undecided 6%

How do you view Moonpig.com, FunkyPigeon.com or other ‘print-on-demand’ card operators?Serious Threat 17%Threat 52% Neutral 31% Bonus 0%

How do you view texting, emailing or social networking sites as an alternative to greeting cards? Serious Threat 17%Threat 45%Neutral 36%Bonus 2%

Right: Links with other businesses, schools,charities or community groups is bearingfruit for many independents.

Above: Funky Pigeon and other print-on-demand card operators are seen as athreat to bricks and mortar card retailers.

51_53-55_57-59_Grid 16/01/2013 14:13 Page 4

Offering another ‘sign of the times’, while in previous Barometers

Clintons would have been viewed as a threat to many indies, the

findings show that 80% now have no fear or see the new look stores

and slimed down store portfolio as a bonus to their indie trade.

Word To The Wise‘Challenging’ came out loud and clear as the word that indies feel

best sums up the current state of the UK greeting card industry.

Encouragingly though, the second most popular word choice

was ‘buoyant’, before going back more into the negative camp with

‘The Indies Thesaurus’ plumping for favourites which included

‘competitive’, ‘declining’, ‘difficult’, ‘struggling’, ‘tough’ and the

neutral descriptor of ‘steady’.

While not quite an A-Z, among the other words selected

were: bad, best, changing, chaotic, comprehensive, crap, creative,

exciting, fragile, good, growing, hard work, healthy, insecure,

intriguing, lethargic, positive, precarious, over-subscribed,

passionate, pressurised, promising, resilient, stagnant, static,

suffering, transitional and vibrant.

Service And SupplyService received from card

publishers is a key consideration

for indies looking to buy ‘little and

often’. Last year, according to the

survey’s respondents, the service

level dropped slightly on the

year before, with only 2% citing a

dramatic increase in service levels,

though 18% of respondents said

that service from their card

suppliers had ‘improved slightly’.

While the general feeling was

that indies are pretty happy with

their supplier base, more are now

willing to consider brokerage as a method of supply.

In the last year would you say that servicelevels from suppliers have?Improved Significantly 0%Improved Slightly 18%Remained The Same 62%Decreased Slightly 18%Decreased Significantly 2%

Product MattersA Laughing MatterLast year was a really funny year! Humorous cards have held onto

the top spot in the indies’ ‘growth league’ for the fourth year

running. Again following the same pattern as last year’s findings,

traditional words and sentiments cards were the area that showed

the second most growth on the sales front. And last year relations

and occasions cards climbed back up the ranks, reflecting the

amount of card publishing activity on this front to clinch the

number three slot for the types of cards that have shown the

greatest in sales for indies.

Photographic cards, having slipped in the growth league for

a couple of years, nudged up a couple of places, probably due to

the fact that photography features in near enough every single

card genre now.

Which card categories have you seen salesgrowth in your shop(s) in the last year? (Last year’s position shown in brackets)1st Humour 55% (1st)2nd Traditional Words & Sentiment 33% (2nd)3rd Relations and Occasions 22% (6th)4th Photographic 20% (6th)5th Handmade or Hand-Finished 18% (3rd)6th Trend, Fun and Graphic 17% (9th)6th Male 17% (4th)6th Easter 17% (5th)7th Christmas Singles 13% (7th)8th Art 12% (8h)9th Contemporary Words & Sentiment 10% (3rd)10th Mother’s Day 8% (9th)10th Cute 8% (-)10th Children’s 8% (10th)11th Father’s Day 7% (8th)11th Licensed 7% (10th)11th Valentine’s Day 7% (8th)12th Large Cards 5% (8th)13th Other Religious Festivals 3% (13th)13th Christmas Boxes and Packs 3% (7th)



With so many Clintons stores closing andrevamped formats opening up, how do you view this chain?Serious Threat 2% Threat 20% Neutral 68% Bonus 10%

How do you view garden centre growth inthe greeting card sector?Serious Threat 10% Threat 33% Neutral 55% Bonus 2%

Would you consider being supplied via abrokerage system whereby a variety ofpublishers’ cards are supplied to you via a broker?Yes 20% No 52% Undecided 28%

As far as the number of suppliers fromwhom you order, do you expect to…Increase the number 15%Remain about the same 78%Decrease the number 5%Undecided 2%

Do you see geographical exclusivity ofsupply as an issue? Yes 62%No 35%Neutral 3%

Above: A new design fromQuayside Card's new occasionrange show card titles arereflecting social changes.

51_53-55_57-59_Grid 16/01/2013 14:13 Page 5

In A Southerly DirectionFor the second year in a row, many indies were left broken hearted

by Valentine’s Day sales in 2012, in fact it would appear that Easter

aside, it was not a rip roaring Spring Seasons for indies last year.

Arguably, the increase in postage prices that came into affect

in April may have had a bearing on the fact that large card sales

dropped over the previous year for many survey respondents, or it

could be down to the lack of publishing activity in this area generally.

And no surprise that Christmas boxes and packs had taken a

slide, given the generally accepted belief that Christmas card

sending was down in 2012.

Diversification Plans Just as ‘man cannot live by bread

alone’ so it has been a long time

since an independent card shop

could rely solely on its greeting card

sales. So, diversification continues –

and it would seem that most

believe there is greater potential

out there on the gifts front.

Further product areas

considered still ripe for expansion

are impulse gifts, with jewellery

taking the third slot, although the

allure of chocolate has seemingly

melted a few percentage points,

pushing it down the diversification

league table a tad.

Home accessories have

jumped up a lot in the last year, in

keeping with the trend for

attractive but functional gifts, while

indies also have set their sights

higher on inflating their sales of

balloons over the coming year.

Business Predictions For 2013 With a straight run at retail this year - with no Diamond Jubilee or an all

encompassing sporting event taking place - indies are feeling a little

more buoyant about the year ahead than they were this time last year.

Over a third are expecting to grow their business, 7% of whom

are anticipating a significant increase. However, the most popular

answer was from those expecting to maintain their 2013 trade on a

par with last year’s level, though just over a fifth are bracing

themselves for a decline this year.

Only 5% foresee opening another shop on the horizon for

2013, but well over a third (38%) are nonetheless looking to invest

in their current shop(s) this year.

However, looking at the long range forecast

for the independent card retail sector,

confidence among indies is dwindling. Whereas

in last year’s survey 5% said they viewed the

future of the independent card shop 10 years

hence as ‘very positive’, this year’s findings did not

see even one indies’ feeling this upbeat.

However, that said, over a third still see feel

‘positive’ about the role of the independent card

shop in a decade’s time and the same number

(37%) are neither worried nor euphoric about the

sector’s standing in 10 year’s time.



Which card categories have you seen salesdecline in your shop(s) in the last year?(Last year’s position shown in brackets)1st Valentine’s Day 43% (1st)

2nd Mother’s Day 33% (4th)

3rd Father’s Day 30% (2nd)

3rd Large cards 30% (6th)

4th Cute 23% (10th)

4th Licensed 23% (8th)

5th Handmade or Hand-Finished 17% (8th)

5th Christmas card boxes 17% (7th)

5th Easter 17% (3rd)

6th Christmas card singles 13.4% (5th)

7th Trend, Fun and Graphic 12% (9th)

Into which product areas wouldyou like to further diversify?1st Gifts (1st)

2nd Impulse Items (2nd)

3rd Jewellery (4th)

4th Home Accessories (10th)

5th Balloons (10th)

6th Stationery (5th)

7th Handbags (9th)

7th Chocolates/Confectionery (3rd)

8th Fashion Accessories (10th)

8th Giftwrappings (7th)

8th Partyware (8th)

8th Toys (11th)

9th Collectables (6th)

10th Crafting Products (9th)

11th Calendars (7th)

11th Children’s non-toy products (11th)

11th China and tableware (10th)

11th Gardening Products (-)

Business expectations for yourbusiness for 2013?

SignificantGrowth 7%

MarginalGrowth 30%

Remain About The Same 41%

Slight Decline20%

MajorDecline 2%

How do you view the future of the independent card shop in

the next 10 years?

Weak 24%

Positive 37%

Neutral 37%

Very Weak 2%

Above left: YankeeCandle is one of thegiftlines that are aretailers' 'must haves'.Left: Many card retailersare feeling buoyantabout 2013.

51_53-55_57-59_Grid 16/01/2013 14:14 Page 7


Keeping You PostedThe symbiotic relationship between greeting card and Royal Mail

really came into focus in 2012 when the UK’s postal operator

introduced a hefty increase in the cost of stamps in order to be able to

financially justify continuing to offer an efficient postal service. This, on

top of the two–tier pricing (ie letter and large letter), which is another

consideration for card publishers, retailers and consumers, meant that

2012 was a tricky one to call on the posted greeting card front.

Some 90% of respondents said that they believed that the

postal price hikes had a detrimental affect on their card sales,

though interestingly, only a relatively small number (15%) went

as far as saying that the stamp price increases had caused a

‘dramatic effect’ on card sales.

Speaking at the GCA AGM in October, Royal Mail’s Stephen

Agar, let in a chink of light suggesting that it may well be that the

5mm thickness parameter on cards (which, if exceeded, takes a

card into the large letter bracket

for postal costs) could be

widened. This would certainly be

welcomed by indies – with

almost seven out of ten

respondents feeling confident

that this would result in

increased card sales.

Hubble Bubble, Toil And TroubleIt was supermarkets that again were cited as the subject of

independent retailers’ curse. If they had a magic wand that could

grant one wish the most popular use would be to stop

supermarkets selling greeting cards.

Other popular subjects for the wizardry was to change

consumer perceptions about the true value of greeting cards, as

well as using their charged wand to obliterate print-on-demand

card sites (such as Moonpig and Funky Pigeon) from operating.

Some of the other old favourite spells still retain their

attractiveness to indies - such as getting rid of Card Factory and

sorting out the price code inconsistencies.

They would also like to see a high profile advertising campaign

to encourage card sending, a reduction in stamp prices for greeting

cards and, waving their wand in the direction of card publishers, would

like to ensure that credit notes are processed quicker, that delivery

services are improved and restrictions were put in place to disallow

other shops in the same vicinity to be supplied with the same cards.

Logging OnWhat a difference a year makes. Since the last Retail Barometer, the

role of technology in an independent card retailer’s business life

has increased a few megabytes!

In 2012, almost seven out of ten indies used emails for

business - up from just over half in the previous year’s survey.

While, partly due to historic practice and partly due to the

product area, less than a third have a website for their business

(and even then it is non-transactional) though more than 70% plan

to develop their website in the coming year, almost a quarter of

those who are not website-compliant are gearing up for one this year.

Is The Price Right?In the coming year would you like to see the Recommended Retail Prices (RRPs) ofcounter cards?Go Up 5%Remain As Now 75%Come Down 18%Undecided 2%

What would you see as the most crucial pricepoint for greeting cards that you feel meetsthe most resistance if you go over?£1.50 2% £1.65 3% £1.99 23% £2.25 8% £2.45 12% £2.75 8% £2.99 31% £3.99 8%£4.99 5%

If Royal Mail was to do away with extrapostage required on larger/thicker cards,do you think it would encourage morecard sales?Yes 67%

No 20%

Don’t Know 13%


Do you feel the rise in the cost of a FirstClass and Second Class stamp will/hasaffected your card sales?Decrease Dramatically 15%Decrease Marginally 75%Not Be Affected 10%

Do you use email regularly for business purposes?Yes 67%

No 33%

Do you have a website for your shop? Yes 28%

No 72%

If so, what is the main reason for your website?To make sales 35%

Information Only 65%

Do you plan to develop it further over the coming year? Yes 71%

No 23%

Undecided 6%

If you currently do not have a website, do you intend to develop one over the coming year?Yes 23%

No 38%

Undecided 39%

Above left: Royal Mail'spostal price increases mayhave a detrimental affect oncard sales.Left: With beautiful designand extra finishes this newPizazz design from NigelQuiney is still great value.

51_53-55_57-59_Grid 16/01/2013 14:14 Page 8

A Matter Of ChoiceWhile a fifth of respondents are happy with the selection of cards on

offer from publishers, the vast majority cite paucity in some areas.

Once again, despite a flurry of publishing activity in this area

there is still a plea for more male cards (some 50% of respondents

highlighted this as a need) while it would appear that the rush to

satisfy the contemporary card send for relations has left the traditional

card sector lacking slightly with 18% of respondents calling out for

more ‘trad R&O’. Easier said than done, but humorous cards, still flying

high on the sales front, could accommodate some extra competition.

And while humour sells well in the face of adversity so does

sentiment - “more sentiment cards please” is another the plea from

retailers. And, keen to exploit the newer card sending events, some

indies believe there is merit in looking to further develop

Halloween on the card front with a wider selection.

You Could Be HeroesThe greeting card trade is a master at new product development,

however there are some ranges that exceed expectations and go on

to become ‘must have’ stalwarts in a shop.

For indies, Nigel Quiney’s Pizazz continues to be a master, but

UKG’s Giggles is up there too and Wishing Well (now from CBG) is

still holding onto its important mantle. Other high rankers on the

‘must have’ card stakes include Gibson’s Simply Traditional (UKG),

Velvet from Johnny Javelin, Fashionista from Write from the Heart,

Noel Tatt’s main range, Second Nature’s value range Yours Truly,Gentleman’s Gallery from UKG, Rainbow humour from Ling,

Medici Cards’ art range, Woodmansterne’s Quentin Blakecollection, as well as Paperlink’s Bottom Line/Bestie collections.

On the upmarket handmade front, main ranges from FiveDollar Shake, Wendy Jones-Blackett’s occasions range, BellyButton’s Jewel in the Crown and Blue Eyed Sun’s Vintagecollections all came in for special mentions.

Personality Treats And HatesJames Bond aka Daniel Craig came in ‘shaken not stirred’ at the top

of the league of most wanted male customers to walk into an

independent card shop.

But if it had not been for 007, Royal couple William and Kate

would have had a double billing at the top of both sexes charts. And

while Duchess Kate was the most popular of famous females to

walk in to do a spot of card shopping, the Queen was Kate’s ‘lady in

waiting’, being the second most popular choice with coincidently,

the media-dubbed ‘Queen of Shops’ aka Mary Portas being the

third most wanted female shop visitor.

Other popular female choices were the Olympian Jessica

Ennis, Cheryl Cole, Dawn French, Katherine Jenkins, Adele, Miranda

Hart, Kirstie Allsopp, Joanna Lumley and Kylie Minogue.

Meanwhile the diverse male customer wishlist included Billy

Connolly, Johnny Depp, Michael Buble, Prince Harry, Stephen Fry,

Barack Obama, Chris Hoy and David Attenborough.

Being Shown The DoorAs to the celebs who are the least likely to

receive a warm welcome from an

independent card shop are politicians

David Cameron and Tony Blair on the

male front and Katie Price/Jordon and

Janet Street-Porter. Other unwelcome

famous shoppers include other politicians

(Ed Miliband, Nick Clegg, Ed Balls and

Alec Salmond), Jeremy Clarkson, Russell Brand and the now

deceased Jimmy Savile (for obvious reasons).

On the female side, Victoria Beckham, Cherie Blair, Davina

McCall, Anne Robinson and Victoria Pendleton would not be

welcomed with open arms by indies.



In what card captions would you like to seemore of a choice? When it comes to specific card caption needs that are notbeing fully met, indies highlighted that perhaps the card trade isnot keeping fully in step with the changing socio dynamics.

With people living longer, there is, according to the surveyrespondents, a need for more great grand-daughter/greatgrandson cards. Plus, with the changing family make-up, morestep mum/step dad cards are needed, as well as more divorceand civil partnership cards.

On the offspring front, there is a plea for more cards for‘mum and dad to be’ as well as those suitable to markadoption, plus those celebrating the godparent/godson/goddaughter relationships.

Must Have Non-Card RangesWith non-greeting card products now being crucial, rather than

the icing on the cake, for indies, praise where praise is due to the

likes of Really Good for its Bright Side (especially the ‘man tin’);

Carte Blanche Greetings for its Me to You and My Blue Nose

Friends range; Yankee Candle for its candle products; Xpressions’

(now via Xpressions 4 U) for its Pots of Dreams, Dad’s Army and

Love Home collections; WPL keyrings and magnets; Gorjuss giftsfrom Santoro; jewellery from Byzantium; candles from Lilyflameand many lines from Widdop Bingham and Joe Davies.

Preferential TreatmentPop a cork on a bottle of wine, take it down to the beach, getcomfy with your loved one and a dog and then go out for alovely meal - and you would make the majority of independentgreeting card retailers very happy!

What do you like best…Comfy (70%) v Sexy (30%)

Cat (26%) v Dog (74%)

Beer (24%) v Wine (76%)

Beach (54%) v Countryside (46%)

Tea fireside (44%) v posh restaurant (56%)

As for cinematic and literary stimulation, James Bond winshands down while, in common with the wide population,Fifty Shades of Grey reached the parts other books failed toreach in 2012 for indies.

Other faves at the flicksinclude classics Dirty Dancing,Pretty Woman and TheShawshank Redemption.

Meanwhile on the food front,it is steak followed by a curry, aroast dinner and then fish & chipsthat get an independent cardretailer’s tastebuds going morethan any other culinary delights.

Above right: PM David Cameron wouldn'tbe welcome in indies' shops.

Below: A new designfrom Berni Parker.

51_53-55_57-59_Grid 16/01/2013 14:14 Page 9

er is an clearing thedampened admittedly by the wettest period on record and an ok christmas, and...

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