Who is the target market for UK Greetings?

From looking at the shop both physically and online it is evident that the market is that of an older audience. Products cannot be bought online and thus this suggests the physical movement of entering a shop, a factor in which an older consumer is more likely to do. The prices of the products also suggest an older audience, as they are somewhat expensive.

Specific audience?

From the research gathered I would suggest that the typical audience for UK greetings is that of a 40+ female. The idea of a female being the lead buyer of this product is that they are usually the ones in which buy the cards, the general aesthetic is also targets a more feminine audience. The demographic profile would be that of ABC1.

How can I challenge this?

To gather a wider audience for the store, it has been decided that the product in which I will create will be aimed at that of a younger demographic (18-25). This in turn challenging the re-existing consumer market.