How to sell your cards to retailers
So you want to sell your cards but don’t know how to approach a retailer? Or you’ve got a few things nailed but you’re looking to make sure you’re ticking all those boxes? Here’s something just for you… a little guide to making sure you’re retail ready.
This guide is for selling wholesale to independent stores rather than large commercial retailers. If you’d like to download a handy copy of the guide to print out - you can grab yours for FREE here!
DESIGN
Make sure your cards has a unique selling point (use) and a consistent brand/style. Retailers have a set amount of space in their store, you need to justify why they would want your cards - can you fill a gap, what do you bring that’s different? Ensure your design fits - text should always be in the top third of the card. When your card is on a traditional shelf rack the bottom of the design won’t be seen. No awkward sizes - make sure you print on a standard card size. A6, 5x7, Square are all popular.
THE BACK OF THE CARD
Use the back of your card to share your story, sell your USP and include information on your brand. Where are you based, are your cards printed locally? Are they made from recycled FSC card? Include your product code/SKU so that it is easier to order, stock and keep track of your cards. You will also use your product code on your invoices. Consider using the Pricing in Proportion code to tell customers which stamp they need.
ENVELOPES AND PACKAGING
Think about the look and feel you want from your envelope. Will it be recycled? Will it be coloured? Will you supply your cards with cello wrapping or not? I am a big fan of making sure my cards are eco-friendly, so I personally sell them ‘naked’ which just means without any wrapping. You can also get card klasps to hold the card together, and biodegradable cello wrap.
MARKET IDENTITY
Know who you are and where you want to be in the market. Are you contemporary, cute, traditional or sentiment based? Who are you competing against? What are your price points? Who are your target customers? Approach the kind of shops that would suite your brand, you won’t be for everyone - that’s ok - make sure you know who you want to stock with, and that you’re a good fit. You can visit other shops, fairs and trade shows to get an idea of these things. Think about your future plans, can you afford to ship to large companies and satisfy big orders? Can you meet the demand and afford the print runs? Will you stock your cards or order to print?
IMPORTANT POINTS TO CONSIDER
Know your minimum order carriage paid. Have enough designs for a retail to order - but remember they won’t want your whole range.
Consider making the first order pro forma, and if you’re a small business asking for payment upfront is acceptable on all orders.
Don’t apply to every shop in one town, retailers want exclusivity - if they want to stocky they won’t want the shop across the street to stock you too!
Factor in delivery costs and who you are using to ship your orders. Are you using a third party site or shipping from your own studio? Do you have terms and conditions and how do you deal with lost or damaged goods?
Make sure your profit margins work for you - once you’ve factored in your time, print, packaging and postage, make sure you are making some money! Wholesale retailers often have a price in mind that they will want to stick to, but it has to work for you too.
