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GIFTWRAP,STATIONERY&ACCESSORIES


Stocking gift wrap and accessories is a must for greeting card and gift retailers. Price points are important but they are not the be all an end-all. Good service, choice and innovative products are key factors - look after those things and the profit margins should take care of themselves.


that includes a gift, lovingly gift-wrapped and well presented.


UK Greetings sum it up well by explaining the element of mystery and suspense that a well-wrapped gift can conjure for its recipient.


Mystery


“By concealing a gift you create an element of anticipation, surprise and enticement. The beautiful paper, the fl amboyant bow, beautiful ribbon and matching gift tag make a present look too good to open, but you just have to know what’s inside. Presentation is what makes a gift, and at UK Greetings we want the process of passing on a present a pleasure for both the receiver and the sender.”


Retailers have plenty of choice these days about what to stock with many card suppliers extending their lines to include matching gift wrap, accessories and small gift products. All to entice customers into that extra impulsive point of sale purchase.


Convenience


Director of Glick, Becky Dobson, has seen a surge in gift bags sales over recent years which shows no sign of waning. She said: “This years Paper Salad range of designs has exceeded all our expectations. It’s a female range with a fl itter fi nish. Our gift bags have overtaken fl at wrap and roll wrap as the best sellers.”


As with cards, when it comes to gift- buying and indeed gift wrapping, women dominate the arena. Men tend to fi nd the whole thing a fi ddle and again, convenience


All wrapped up W


hat makes a good greeting card great is the accompanying accessories it is presented with, and


“If you are not stocking gift wrap then you are doing your


customers a real


disservice.” is king for them.


Becky Dobson, points out: “Men will buy gift bags, but they tend not to bother with fl at wrap, ribbons and bows.” Companies like the Monster Factory are working hard to change the male attitude to gift-wrapping with some innovative new products. Martin Grix, Director of Monster Factory has created a suitable product for men based on his own pet hate of gift wrapping. He said: “The product was born out of my own selfi sh need. ‘Man Wrap’ came to me recently as I can’t bear to wrap presents and to be honest, I’m pretty confi dent that most men feel my pain. I fi nd it a total chore, it takes ages and because I can’t be bothered to spend loads of time on the wrapping process, the gifts often look rubbish.”


Innovation


‘Manwrap’ does what it says on the tin, or rather what it says on the tinfoil. The product, a metallic wrap on a roll, is simply rolled out over and moulded to the gift by


hand – no scissors or sellotape required. The name Manwrap was recently rebranded from “Wrappid” to refl ect the target market it and how it is being used.


Choice and service


There are several important considerations for retailers when selecting wrap and accessories to stock. It’s essentially about choice and service according to Card Gallery, a quality retailer based in Bitton, Southhampton. Manager, Frankie Bennett, said: “We choose our gift wrap based on choice, fashion, design and service. Service is very important. There are companies that have excellent product but terrible service and therefore we don’t deal with them.” Gift wrap is an essential item to sell alongside cards and gifts. “If you are not stocking gift wrap then you are doing your customers a disservice.” says Frankie. “They don’t want to get home and realise they have nothing to wrap their gift with. And we don’t want our customers having to go elsewhere to buy it.”


www.greetingstoday.co.uk 35


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