On the back of early strong boxed Christmas card sales, I am seeing strong early single card sales, and by strong, I mean up on last year and up on pre-Covid 2019.
While the sample dataset is small and confined to capital city situations, it is enough to say that there are shoppers out there buying Christmas cards already.
I mention it this morning to remind newsagents that if you have the stock, put it out now if you can make the room.
Here is what we have done in one of my shops. It’s an integrated display representing two brands, with space allocated 50/50, and delivering a wonderfully diverse range of captions.
Now, of course, the success of Christmas can only be reported once the season is done and we have data for a better sample size – 120 or more stores in a diverse mix of situations. But right now, I’m happy with what I am seeing.
What’s interesting is that we are out early. The supermarkets, post offices and even card shops nearby don’t have Christmas out.