It’s terrific seeing Gen Z and Millennials buying Christmas cards. Their preference from what I’ve seen is humour and relevance to what interests them.
Outside of the regular card department we have around 60 Christmas cards and ornaments selected to appeal to them. We have them situated so they can be easily seen from outside the shop, on the street – we do this to attract them inside.
While not for everyone’s taste, it’s important we play outside tradition if we want to reach more shoppers and, after all, we are not our own customers.
Here are some of the cards from this range.
We started playing in this space two years ago and it’s grown since, without any negative imp[act on traditional card sales. We play in this space all year round now and it’s delivered more than $15,000 in additional card revenue this year.