2021
9
UK Greetings Cards and Personal Stationery Retailing 2021
2021-03-04T03:02:54+00:00
OX1042541
2195
135230
[{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
"The pandemic has heightened consumers’ sense of belonging and as such, sending greetings cards have become an important part of keeping in touch with family and friends during lockdown. Despite…

UK Greetings Cards and Personal Stationery Retailing 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Greetings Cards and Personal Stationary market, including the behaviours, preferences and habits of the consumer.

The greetings card and personal stationary market saw some decline in 2020, with COVID-19 lockdowns closing non-essential businesses and driving many customers online. While 89% of customers bought a greetings card in the last 12 months, the market fell by 0.8%, with the majority of in-store purchasing being restricted.

Mother’s Day, Christmas, and other special occasions were celebrated while under lockdown, with people unable to go to specialist card shops and forcing them instead to shop online. Because of this transition into online shopping, print-on-demand card sales now make up 7% of the total market as of 2020.

Stationary sales have also decreased, falling by 0.5%. There is increasing interest among the public in traditional pastimes like journaling, helping people to vent their emotions and spend time away from their screens; but the economic uncertainty post-pandemic could see them cutting back on spending. The stationary market may have to shift focus to innovating for the current trend of working-from-home, as well as the increase awareness of wellness and sustainability.

The report covers the issues faced by the greetings card and stationary market from the COVID-19 pandemic, as well as its future projections. With the pandemic giving customers an increased sense of community and belonging, people are looking for new ways to reach out and connect with friends and family through cards, letters, and other traditional methods. This, alongside seasonal events, could be the key to unlocking further market potential.

Quickly understand

  • The impact of COVID-19 on the greetings card and personal stationery market.
  • How card retailers can encourage seasonless card purchasing.
  • How stationery retailers can support the new work-from-home environment.
  • Behaviours relating to personal stationery shopping habits.
  • Behaviours relating to greetings card shopping habits.

Covered in this report

Brands: Moonpig, Paperchase, W H Smith, Adspend, Clintons, Card Factory, The Works, Ryman, Flying Tiger, Smiggle, W&G Foyle, Cards Galore, Scribbler, Louis Vuitton, Co-Op, NowTV.

Products: Greetings cards, Christmas cards, special event cards (mother’s day, father’s day, valentine’s day, easter), postcards, pens, pencils, journals, water bottles, envelopes, paper, notepads, pencil cases.

Expert analysis from a specialist in the field

Written by Emily Viberg, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic has heightened consumers’ sense of belonging and as such, sending greetings cards have become an important part of keeping in touch with family and friends during lockdown. Despite the rise of digital communications, the pandemic has put a renewed focus on the traditional pastime as it gives people the chance to feel connected and switch off from the digital world. This has also contributed to trends in the personal stationery market, which has seen consumers take up journal writing as a way to maintain their wellbeing. The pandemic has helped boost the use of both mediums as a way for consumers to express and channel emotions during a year that has been challenging for many.

Emily Viberg
Retail Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Economic and other assumptions
          • Products covered in this Report
          • Executive Summary

              • Impact of COVID-19 on greetings cards and personal stationery
                • Figure 1: Short-, medium- and long-term impact of COVID-19 on greetings cards and personal stationery, 2020
              • The market
                • Figure 2: Consumer spending on greetings cards, 2015-25
              • Stationery sees a decline as consumers cut back on discretionary items
                • Figure 3: Consumer spending on personal stationery, 2015-25
              • Consumers want personalised cards
                • Figure 4: Consumer spending on greetings cards, by segment, 2020 (est)
              • Seasonal events are key for greetings card retailers
                • Figure 5: Seasonal events consumers buy greetings cards for, 2020
              • Consumers limit time in-store and shop more online
                • Figure 6: Changes to behaviours due to COVID-19, 8-13 January 2021
              • Card shops capture 44% of market by value
                • Figure 7: Distribution of greetings card, by type of retailer, 2020 (est)
              • WH Smith hit by travel restrictions around the globe
                • Figure 8: Distribution of personal stationery, by type of retailer, 2020 (est)
              • Companies and brands
                • COVID-19 causes disruption to sales
                  • Card retailers show responsiveness with COVID-19-related card ranges
                    • Adspend up 70.6% in 2020
                      • Figure 9: Total above-the-line, online display and direct mail advertising expenditure on greetings cards and stationery, 2016-20
                    • Key advertising campaigns help those struggling with isolation during lockdown
                      • The consumer
                        • Greetings card purchasing declines as COVID-19 prevents gatherings
                          • Figure 10: Greetings card purchases, 2019 and 2020
                        • Greetings card purchasing is mainly in stores
                          • Figure 11: How greetings cards are purchased, November 2020
                        • Supermarkets benefit from essential status during lockdown
                          • Figure 12: Types of retailers greetings cards are purchased from, 2019-20
                        • Greetings cards give a personal touch to gifts
                          • Figure 13: Greetings card behaviours, November 2020
                        • Supermarkets a go-to place for personal stationery
                          • Figure 14: Types of retailers personal stationery is purchased from, November 2020
                        • Value is an important factor when buying personal stationery
                          • Figure 15: Factors shoppers look for when buying personal stationery, November 2020
                        • Shoppers buy stationery to help support working from home
                            • Figure 16: Personal stationery behaviours, November 2020
                        • Issues and Insights

                          • COVID-19 accelerates online shopping
                            • Retailers should celebrate non-occasions
                              • Retailer should find ways to support the working-from-home lifestyle
                              • The Market – Key Takeaways

                                • Demand for greetings cards persist despite store closures
                                  • COVID-19 helps spark an increase for personalised cards
                                    • Print-on-demand and supermarkets emerge as lockdown winners
                                      • Retailers should encourage trading-up at seasonal events
                                      • Market Size and Forecast

                                        • Greetings cards and personal stationery to recover in the medium term
                                          • Figure 17: Short-, medium- and long-term impact of COVID-19 on greetings cards and personal stationery, 2020
                                        • UK greetings card market holds up despite store closures
                                          • Figure 18: Consumer spending on greetings cards, 2015-25
                                          • Figure 19: Consumer spending on greetings cards, 2015-25
                                        • Stationery sees a decline as consumers cut back on discretionary items
                                          • Figure 19: Consumer spending on personal stationery, 2015-25
                                          • Figure 20: Consumer spending on personal stationery, 2015-15
                                        • Market drivers and assumptions
                                          • Learnings from the last recession
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Consumers want personalised cards
                                                • Figure 22: Consumer spending on greetings cards, by segment, 2020 (est)
                                                • Figure 23: Consumer spending on greetings cards, 2013-20
                                              • Encourage consumers to trade up at seasonal events
                                                • Figure 24: Single cards, share by value, 2020
                                            • Channels to Market

                                              • Card shops capture 44% of market by value
                                                • Figure 25: Distribution of greetings cards, by channel, 2016-20 (est)
                                              • WH Smith hit by travel restrictions around the globe
                                                • Figure 26: Distribution of personal stationery, by channel, 2016-20 (est)
                                            • Market Drivers

                                              • Population trends
                                                • Figure 27: Population of the UK, 2020-30
                                                • Figure 28: Population of the UK, 2020-30
                                              • Over-75s set to grow the most
                                                • Figure 29: Population of the UK, percentage change, by age group, 2020-30
                                              • Deaths and marriages contribute to greetings card purchasing
                                                • Figure 30: Number of deaths and marriages in England and Wales, 2010-19
                                              • Seasonal events are key for greetings card retailers
                                                • Figure 31: Seasonal events consumers buy greetings cards for, 2020
                                              • More households have internet access
                                                • Figure 32: Percentage of households who have internet access in the UK and EU, 2010-19
                                              • Smartphone ownership increases
                                                • Figure 33: Technology device ownership, September 2020
                                              • Consumer confidence holds up well
                                                • Figure 34: Consumer confidence, January 2020
                                              • Back-to-school contributes to personal stationery market
                                                • Figure 36: What consumers bought for the new term in 2019, September 2019
                                              • Consumers limit time in-store and shop more online
                                                • Figure 37: Changes to behaviours due to COVID-19, 8-13 January 2021
                                              • Brexit impact
                                              • Companies and Brands – Key Takeaways

                                                • COVID-19 causes disruption to sales
                                                  • Card retailers show responsiveness with COVID-19-related card ranges
                                                    • Adspend set for a record year in 2020
                                                    • Companies and Brands

                                                      • COVID-19 causes disruption to sales
                                                        • WH Smith sales down as travel restrictions impact stores at airports
                                                          • Paperchase saved out of administration
                                                            • Clintons highlights unfairness for supermarkets to keep selling cards
                                                              • Moonpig goes public as it emerges as a lockdown winner
                                                                • Figure 38: Leading greetings cards and stationery retailer revenues, 2014-20
                                                                • Figure 39: Leading greetings card and stationery retailers, store numbers, 2014-20
                                                                • Figure 40: Leading greetings card and stationery retailers, sales per store, 2014-20
                                                            • Market Share

                                                              • Market shares decrease due to COVID-19
                                                                • Figure 41: Greetings card market share, by value, 2014-20
                                                                • Figure 42: Personal stationery market share, by value, 2014-20
                                                            • Launch Activity and Innovation

                                                              • Seasonal event launches
                                                                • Filthy Sentiments launches COVID-19-related Mother’s Day cards
                                                                  • Figure 43: Filthy Sentiments’ COVID-19-related Mother’s Day cards, 2020
                                                                • Moonpig blood donation range for Mother’s Day
                                                                  • Figure 44: Moonpig’s Mother’s Day card range, 2020
                                                                • Louis Vuitton’s #WELVMOMS e-card service
                                                                  • Figure 45: Louis Vuitton’s complimentary e-card personalisation service, 2020
                                                                • Sustainability
                                                                  • Co-op teams up with Econature in new stationery range
                                                                    • Figure 46: Econature range sold by Co-op, 2020
                                                                  • Inclusivity and diversity
                                                                    • Scribbler celebrates Black card designers
                                                                      • Figure 47: Scribbler’s dedicated webpage for Black card designers, 2020
                                                                    • Waterstones stocks first Black-owned greetings card business in stores
                                                                      • COVID-19-inspired innovations
                                                                        • Moonpig’s Little Lockdown Heroes
                                                                          • Figure 48: Moonpig’s Little Lockdown Heroes card range, 2020
                                                                        • Scribbler helps customers send cards to NHS workers
                                                                          • Figure 49: Scribbler’s free greetings card ranges, 2020
                                                                        • Now TV recreated Love Actually doorstep scene
                                                                          • Figure 50: Now TV Greetings Gram, 2020
                                                                      • Advertising and Marketing Activity

                                                                        • Adspend set to increase in 2020
                                                                          • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on greetings cards and stationery, 2016-20
                                                                        • Moonpig is the biggest advertising spender
                                                                          • Figure 52: Moonpig and NHSBT Mother’s Day cards, 2020
                                                                          • Figure 53: Moonpig’s Mental Health Awareness cards, 2020
                                                                          • Figure 54: Above-the-line, online display and direct mail advertising expenditure on greetings cards and stationery, selected retailers, 2016-20
                                                                        • Adspend on TV increases
                                                                          • Figure 55: Above-the-line, online display and direct mail advertising expenditure on greetings cards and stationery, by media type, 2020
                                                                        • Key campaigns
                                                                          • Thinking of You Week
                                                                            • Figure 56: GCA Thinking of You Week banner and Sainsbury’s’ dedicated displays to the camping, 2020
                                                                          • Collins wants you to #StayWriteAtHome
                                                                            • Figure 57: Spotlight Stationery and Collins collaboration, 2020
                                                                        • The Consumer – Key Takeaways

                                                                          • Greetings card demand holds up well despite cutback for non-essentials
                                                                            • Younger shoppers buy non-occasional cards
                                                                              • Younger consumers buy greetings cards on smartphones
                                                                                • Supermarkets benefit from essential status during lockdown
                                                                                  • COVID-19 has made it more important to stay in touch
                                                                                    • Younger consumers buy personal stationery from a range of retailers
                                                                                      • Shoppers buy stationery to help support working from home
                                                                                      • Impact of COVID-19 on Consumer Behaviour

                                                                                        • Safety concerns peak during key retail events
                                                                                          • Figure 58: Levels of concerns about exposure to the virus, February 2020-January 2021
                                                                                        • Greetings card demand holds up well despite cutback on non-essentials
                                                                                            • Figure 59: Changes in behaviour due to COVID-19, 21-26 January 2021
                                                                                        • Occasions Greetings Cards are Purchased For

                                                                                          • Greetings card purchasing declines as COVID-19 prevents gatherings
                                                                                            • Figure 60: Greetings card purchases, 2019 and 2020
                                                                                          • Younger shoppers buy non-occasional cards
                                                                                            • Figure 61: Greetings card purchases, by age group, November 2020
                                                                                        • Who They Purchase Greetings Cards For

                                                                                          • Shoppers purchase cards for family members
                                                                                            • Figure 62: Who they purchase greetings cards for, November 2020
                                                                                          • Card giving predominantly female-driven
                                                                                            • Figure 63: Who they purchase greetings cards for, by gender, November 2020
                                                                                        • How They Purchase Greetings Cards

                                                                                          • Greetings card purchasing made mainly in-store
                                                                                            • Figure 64: How greetings cards are purchased, November 2020
                                                                                          • Younger consumers buy greetings cards on smartphones
                                                                                            • Figure 65: How greetings cards are purchased, by age group, November 2020
                                                                                        • Which Retailers They Shop At

                                                                                          • Supermarkets benefit from essential status during lockdown
                                                                                            • Figure 66: Types of retailers greetings cards are purchased from, 2019 and 2020
                                                                                          • Online-only retailers are popular across demographics
                                                                                            • Figure 67: Types of retailers greetings cards are purchased from, by age group, November 2020
                                                                                        • Greetings Card Behaviours

                                                                                          • Greetings cards give a personal touch to gifts
                                                                                            • Figure 68: Greetings card behaviours, November 2020
                                                                                        • Retailers Personal Stationery is Purchased From

                                                                                          • Supermarkets a go-to place for personal stationery
                                                                                            • Figure 69: Types of retailers personal stationery is purchased from, November 2020
                                                                                          • Younger consumers buy personal stationery from a range of retailers
                                                                                            • Figure 70: Types of retailers personal stationery is purchased from, by age group, November 2020
                                                                                        • Important Factors When Shopping for Personal Stationery

                                                                                          • Value is an important factor when buying personal stationery
                                                                                            • Figure 71: Factors shoppers look for when buying personal stationery, November 2020
                                                                                          • Females want stylish personal stationery
                                                                                            • Figure 72: Factors shoppers look for when buying personal stationery, by gender, November 2020
                                                                                        • Personal Stationery Behaviours

                                                                                          • Shoppers buy stationery to help support working from home
                                                                                            • Figure 73: Personal stationery behaviours, November 2020
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                              • Consumer research methodology

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