I am seeing terrific growth in charity boxed Christmas cards already this year. Retailers who have ranged well and leant into the charity aspect of these products should be up by double-digits over 2024.
For plenty of shoppers, the charity being supported is more important than card design. I see this especially in online sales. Shoppers are actively seeking ways to ensure their spending makes a positive impact. By featuring charity-supporting card boxes, you instantly elevate your store’s appeal. That’s supported in the sales data.
I’ve seen people buy 8, 10 and 12 boxes supporting a single charity. Some only buy 2 boxes – often of the same charity too. People buy by charity usually because on a personal connection. It’s wonderful hearing the stories.
The Christmas customer embraces the opportunity of positive impact when it presents. With charity boxed Christmas cards, the message is simple:
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Every box sold contributes funds directly to vital causes. This emotional connection makes the purchase inherently more valuable to the consumer than a standard card box.
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You appeal to the desire for corporate and personal generosity during the season of goodwill, attracting a broader customer base interested in ethical and meaningful purchases.
Range of support is key.
In my businesses, we offer collections that support incredible work across:
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Health & Research: Including foundations focused on cancer, dementia, breast cancer, prostate health, and mental wellness (e.g., Beyond Blue, Peter MacCallum Cancer Centre Foundation, NBCF, etc.).
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Vulnerable Populations: Dedicated to supporting children, young people, and families in need (e.g., Kids Helpline, Starlight Children’s Foundation, Make-A-Wish, etc.).
This diverse support network turns your card display into a powerful platform for community contribution.
This all supports the reputation we nurture. Stocking charity cards is a strong demonstration of your business’s commitment to Corporate Social Responsibility (CSR).
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It reflects well on your brand, signalling a shared value system with your customers.
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Many charity collections feature beautiful, high-quality designs, including those with Australian themes and sustainable printing, ensuring you don’t compromise on product excellence.
My advice is: make your card section a destination for shoppers who want to share cheer while simultaneously making a difference. The choice to stock charity boxed Christmas cards is a simple yet powerful strategy to boost sales, enhance customer loyalty, and align your business with the true spirit of giving.
Now, for clarity and transparency, in one of my businesses we will will do tens of thousands of dollars in charity boxed Christmas cards this year.
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Mark Fletcher founded newsagency software company Tower Systems and is the CEO of newsXpress, a marketing group serving innovative newsagents keen to evolve their businesses for a bright future. You can reach him on mark@newsxpress.com.au or 0418 321 338.