Our strategy - value and choice
While we continue to develop our greeting cards offer to ensure we retain our UK leadership position, we have made significant headway in building sales across our gifts and celebration essentials categories, which is now our fastest growing area.
Leadership in card
We are focused on retaining our position as the UK’s leading provider of cards in a stable, low growth market.
We will achieve this by maintaining our value for money proposition while stretching the average selling price and delivering year-round relevant customer promotions. We continually develop our ranges in response to consumer trends (including diversity, sustainability and a wider breadth of celebratory captions). All of this while optimising customer choice with easy-to-shop curated cards to simplify and enhance the in-store experience.
Our pricing strategy ensures the entry points remain unchanged while moving the price point of some cards to match the value customers apply to the occasion.
Authority in gifts and celebration essentials
Gifts and celebration essentials is a sizeable growth opportunity with a combined £12 billion1 addressable market in the UK.
Significant progress has been made in expanding the range of gifts both in-store and online. Offering both value for money own label ranges as well as well-recognised footfall-driving third-party brands will enable us to capitalise on the customers looking for gifts to accompany their card purchase.
1. Source: Kantar Worldpanel Plus (Physical Retail) data to 52 w/e 22 January 2023, GlobalData Retail Occasions Series UK, Partyware 2022 & Whitecap Consulting Ltd September 2021.
As we further expand the offer, we expect continued strong performance in confectionery, toys and party while exploring opportunities in other categories, supported by building awareness of cardfactory as a gifting retailer both in-store and online.