Our expanded range of unique Christening, Confirmation and First Communion cards is helping is attract a broader range of shoppers for these occasions. However, like all special interest cards, you only maximise success by promoting the cards outside the business. That is what we are doing with an integrated online and physical campaign where we help people connect with the religious life occasions through the sharing of a greeting card, and maybe a gift.
The range in the photo is a small part of a bigger range that is not part of the usual everyday range you see in a newsagency. This point of difference is proving to be useful.
Greeting cards is a valuable category through which to pitch the newsagency. The return form a small investment can be considerable and valuable beyond a single sale. Too often this category is left by newsagents with the expectation that cards will sell themselves or that others will attract shoppers. I think it falls to us to do this work for our own businesses. Rewards are there to earn.