I don’t know if it is the highly competitive marketplace or more due to a concentration of creative designers, card shops in the UK have the best cards of any retail I have seen around the world. Between Scribbler, Paperchase, Clintons, Hallmark stores, WH Smith and many independent card shops in the premium space there is considerable competition. Even at the discount (value) end there is extraordinary competition.
At the Harrogate Gift Fair over the last two days I have seen close to twenty independent card suppliers – all with unique designs. British card retailers are spoilt for choice in terms of range and quality.
The standard of small independent greeting card lines I have seen here is superior to what we see from independent card publishers in Australia. From humour to artistic to locally themed, they do it well.