FEATURE / ETHNIC CARDS
Diwali - 17th October 2009 Hanukkah - 21st December 2008
Diwali is sometimes Hanukkah (sometimes spelt Chanukah, with a silent C) is a popular eight-
called Deepavali day Jewish festival. The origins of Hanukkah date back to over 2000 years
and is celebrated ago. A group of Jews called the Maccabees rebelled against the oppressive
by Hindus and rule of a Syrian King called Antiochus. In winning the battle, the Macabees
Sikhs around the regained the Temple of Jerusalem, which had been destroyed. At the
world. There are rededication of the temple, only enough oil was found to light the eternal
many reasons fl ame for one day. But a miracle occurred and the fl ame remained alight for
given for the origin 8 days, enough time for new oil to be sought. Hanukkah is also called the
of Diwali, some Festival of Light.
favoured more than During the eight-day festival a
others in different candle called the shamash is lit and
parts of India. One an additional candle is lit each night,
popular reason usually in a special candelabrum.
for the occasion, given through Hindu mythology, is Hanukkah is a special time for
when Lord Rama returned from 14 years of exile to his children with gifts and sweets being
kingdom of Ayodhya, his worshipers lit candles along given and special games being
every road and throughout their houses. Hence Diwali played with a spinning top called
is also known as the Festival of Light. Diwali is also the Dreidel.
considered a time for prayer to Lakshmi, the Goddess of
Wealth, particularly with farmers who celebrate the end
of their harvest and pray for a prosperous year ahead.
Diwali is a time for family gatherings, new clothes and
gifts and feasts.
Eid-Ul-Adha - 8th December 2008
“In the multicultural world that
Eid-ul-Adha (festival of
sacrifi ce) is a second
we now live in, almost everybody Eid, sometimes called
knows somebody who celebrates
the Greater Eid or the
‘Big Eid’. Eid-ul-Adha is
an ethnic festival so it’s not hard a commemoration of the
to see that there is a very real
story of Prophet Ibrahim’s
(Abraham’s) steadfast
opportunity for retailers to target
willingness to sacrifi ce
this market”
his son for the love of
Rajeev Arora - Davora
God, despite temptations
to do otherwise. Muslims
on pilgrimage to Mecca
“The reaction I have had from the retailers use the occasion to
I am working with is “where have you been
celebrate the end of their
hiding?” which just goes to prove what a
pilgrimage.
latent demand there has been.”
Eid-Ul-Adha is a time
Currently Jivana is exploring supply
for giving to charity and
for prayer, as well as for
deals with a couple of supermarkets having
visiting family and friends.
already secured trials in 20 Clinton Cards
For retailers, it is a perfect opportunity to sell any remaining stock from
stores as well as listings in university stores
the fi rst Eid!
and independents in strong ethnic areas like
the Midlands.
“The supermarkets are very refreshing
to work with,” adds Samantha. “They fi nd
product niches and then really go for it by
Market size
devoting space and shouting very loud.
The size of the minority ethnic
population was 4.6 million in
It’s an approach independent card retailers
2001 or 7.9 per cent of the
should take if they want to profi t from the
total population of the United
ethnic market.
Kingdom.
“But it does take time and effort and
Indians were the largest
.co.uk
a little research into the local area to see
minority group, followed by
what sort of audience is out there. Then Pakistanis, those of Mixed ethnic
it’s a case of treating ethnic cards like any backgrounds, Black Caribbean,
other category: ranging it properly, build-
Black Africans and Bangladeshis.
ing good displays and making a bit of noise
The remaining minority ethnic
about it. It’s not rocket science!”
groups each accounted for less
eetingstoday Samantha also tells retailers that they
than 0.5 per cent but together
accounted for a further 1.4 per
.
gr have to believe in the product to be able to
cent of the UK population.
sell it and be confi dent in what they are do-
www
ing when targeting the ethnic market.”
44 www.greetingstoday.co.uk
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