The Hallmark licenced AFL card range is selling very well for us. We are pushing it with placement of a stand at the front of the store and placing cards for rival teams next to each other – like the Carlton and Collingwood cards.
What is interesting about these Hallmark AFL cards is that they are purchased not only by people giving them to someone based on the team followed by the recipient but some are also purchases because the recipient hates a team with a passion. This secondary market – based on a team a recipient hates – is strong. It is an opportunity we suggest with success to customers looking for a card.
We can grow card sales in our newsagencies with current product, placed tactically and pitched through shop floor engagement with customers.