68 Looking towards 2026, I think we’ll see crafters leaning even more into projects that feel mindful and achievable. Small, pick-up-andput-down makes will keep growing, those little moments of creativity that fit into busy lives but still give a real sense of joy and accomplishment. I also see a continued love of folklore, storytelling and seasonal themes, with makers drawn to designs that feel magical or rooted in nature and tradition. Those connections - to place, to stories, and to the past, are really resonating right now. Sustainability will stay centre stage too, with more people seeking out ecofriendly kits and materials that they can trust, whether that’s British wool, natural fibres or responsibly sourced paper and woods. Above all, craft in 2026 will be about balance: projects that don’t overwhelm but still feel special, and that help people slow down, switch off and reconnect with their own creativity. Stephanie Carswell, Creative Director Hawthorn Handmade At The GCA’s recent conference we heard from our friends at Kantar who were very clear that wider economic confidence is in decline. While that’s obviously concerning at a high level, it’s also clear the consequence of that lack of confidence is also an opportunity for those looking to save money by being clever with their hard -earned cash. In our world, that means card sending has an opportunity - cards offer the opportunity for a long-lasting moment of joy that’s inexpensive and delivers an impact far in excess of its cost. Historically, we’ve found people spend more on cards when there are economic challenges as they often become the gift. And of course, the joy of crafting, making it even more personal through your own handiwork, can be an inexpensive joy in itself. It’s always hard to predict the future, but it’s clear according to the latest data released by the GCA released this autumn, the card market is resilient to the economic challenges we face in the UK. - The retail value of the UK single card market was £1.53bn (up 1.1% on 2023) with 782m single cards sold. - The average retail price of a single card in the UK was £1.95, up 6p (£1.89) on 2023. What’s more, seasonal sales also remained strong - Christmas single cards accounted for 11 percent of total retail value, with a retail value of £168m, and note, as always, this figure excludes boxed assortments/packs. Spring seasons (Mother’s Day, Valentine’s Day, Father’s Day and Easter) accounted for 11 percent of total sales, with a combined value of £172m. So, what can we extrapolate from that? Well, the joy of a simple card remains an important part of the nation’s wellbeing. And in an economy where the continued narrative is that it’s struggling, we think the next 12 months will provide an opportunity to double down on the relative affordability of cards to provide that moment of simple, inexpensive joy. Amanda Fergusson CEO, Greeting Card Association Mockaroon
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