After the government’s England lockdown announcement, Cards for Good Causes, the UK’s largest charity Christmas card retailer, was forced to close its shop doors in England. In the past few weeks, they had opened over 150 Christmas pop-up shops throughout the UK to raise vital funds for charity and help people keep in touch with those they love in the most difficult of times this Christmas. 

There were many predictions made early on in the season that Christmas Card sales could see a resurgence this year. As early as August, Google data showed demand in 2020 was already well above 2019 (4.61k in August 2020 versus 3.65k in August 2019). It was very evident that showing someone that you care and were thinking of them had become essential as people were locked in their homes and were not able to meet in person. With Christmas coming to the forefront this became ever more essential as people realised that they wouldn’t be able to come together in the usual festive way and sending a card was the only alternative. 

The team, including many volunteers, had worked incredibly hard to ensure shops were COVID-safe this season; with PPE bought in, socially distanced one-way systems created in the shops and contactless payments encouraged. In the 3 days leading up to the england lockdown the Cards for Good Causes shops saw a 400% increase in sales as customers safely came to their shops to purchase cards before the lockdown deadline.

The team now have a number of alternative solutions in place, including purchasing cards through www.cardsforcharity.org.uk and a new click and collect service at selected shops. This may still not be enough to make up for the lost shop revenue that was expected in an already challenging year for the not-for-profit organisation. There is also still the uncertainty of whether the lockdown will be extended past the 2nd December date.

Jeremy Lune, CEO, for Cards for Good Causes said: “It has been hugely devastating to see our shops taken away from us during our peak Christmas trading period. It is clear that for many the feeling of warmth and comfort from receiving a tangible, personal card from a loved one in the post has resonated in this difficult year, and sending a charity card delivers even more of an impact, providing support for charities who so need the crucial income that Christmas Card sales provide. To see them not recognised as "essential" is really disappointing for the industry, especially when we are seeing “essential” retailers able to sell their Christmas cards in England."