Primary research-visiting the stores

In order to gather a greater understanding upon the card market, UK Greeting's competitors were visited with examples being collected from each. From completing this exercise I was able to gather a personal understanding of the shop, their ethos and general pricing. 

Independent card shop

Packed with cards the poor layout of the shop meant that you felt generally suffocated amongst the cards. The cards expressed were of that with a broad range with multiple variations being expressed. This being the beauty of independent card shops, as they offer a niche. The general prices were from £3-5 depending upon the cards design. The cards generally seemed outdated with many cards expressing fishing etc. From this i would suggest that this card shop targeted an older audience of 50 plus. 

 Card Factory

Cheap by nature, card factory is amongst one of the most popular card outlets within  the UK. The focus within the shop was upon the products price rather than the products themselves. The general design focuses upon a cartoon nature, commical cards were also widely expressed. 

Paperchase

The cards within paperchase focus upon a minimal yet effective design. Stock is a key part of the production, and is a key selling point. The price is generally expensive with a £3 plus price range. Some luxury cards can even be sold for over ten pounds. 

Clintons 

Clintons appeared very traditional with the layout of the store and its card selection. The cards were priced from £2.50 plus, with deals being made, such as 2 for 1. The store and cards did not appeal to me as the decoration was very lavish and somewhat excessive. In general terms I would suggest that this shop is for 40 plus women. 

From a young persons perspective I would suggest that Card factory is used most amongst young people. The cheap prices and humourous design intrigue a younger audience. When visiting the shop on multiple occasions I found that they often do not offer a more eloquent range of cards for special occasions, as colloquial language is frequently used within their designs. As a result of this, I believe it is fair to suggest that UK Greetings should develop a cheap yet eloquent card range in which fills the gap in which Card Factory leaves.