We were very pleased to attend the annual general meeting of the UK Greeting Card Association today (Monday October 8), at the inspiring location of the Royal Shakespeare Theatre in Stratford-upon-Avon.
Incoming president Bill Greeno of Paperlink got proceedings underway and welcomed almost 100 members and associates to the event, after which chief executive Sharon Little presented the minutes of last year’s meeting and announced the new council members.
Starting their tenure on the GCA council this year are Jeremy Corner of Blue Eyed Sun, UK Greetings’ Ceri Stirland and Lance Burn of International Greetings. The new vice president is Chris Houfe of The Great British Card Company while Robin Bradley of Phoenix Trading has joined as secretary.
Simon Banks of UK Greetings then presented the latest Greeting Card Market report on behalf of the council, the fourth report of its kind to have been commissioned by the GCA. 41 publishers responded to the survey, representing around 75% of the market by value and 70% by volume (the ‘Card Factory effect’). Boxed Christmas cards were not included in the figures.
Overall it was found that the retail value of the greetings card industry in this country was pretty much flat in 2011 at £1.375 billion compared with £1.382 billion in 2010.
The total volume of cards sold was slightly up at 952.1 million compared with 932.1 million the previous year. Around 148 million Christmas cards and 767.2 million everyday cards were sent last year compared with 167 million for Christmas and 744.4 million everyday cards in 2010. Online card sales are estimated to represent between 3 and 5% of the market.
A very interesting presentation from the director of social mail at the Royal Mail, Simon Agar then followed, with encouraging news for the market. A recent survey conducted by the organisation found that 97% of consumers would much rather have a real card than something electronic, although there is still a challenge to engage younger consumers who are more accustomed to online social networking. Nevertheless, 91% of respondents said that getting a card on their birthday was top of the list when it came to making them feel special and the UK still sends more cards per person than any other nation on earth.
There was also a ray of light for publishers and consumers alike who struggle to conform with the pricing in proportion regulations introduced 6 years ago. Agar said it was one of his ‘personal ambitions’ to simplify (ie, abolish) the system that means some greetings cards have to be sent with two stamps on them. Paul Woodmansterne of Woodmansterne Publications heartily voiced his approval, saying: “It is wonderful that you are considering eliminating the large letter confusion.”
Another very interesting nugget of information Agar gave was that some 200,000 children send Santa Mail each year. The Royal Mail responds to every single one of them with a greeting card and believes there are more opportunities for the industry to engage with school children on the value of card sending.
The meeting was rounded off by a highly entertaining presentation given by Scribbler owner and managing director John Proctor, who spoke of his amazing journey through the transatlantic greetings card trade.
2 thoughts on “Fourth annual UK Greeting Card Market report presented at GCA AGM”
“The total volume of cards sold was also slightly down at 952.1 million compared with 932.1 million the previous year”
Is this a mistake? According to these figures, the numbers are up, not down?
You are right David well spotted, I must have been getting a bit mind-boggled by the figures – long day!