Selling and marketing your handmade cards – Part 1

This is a post I have promised for a while.  My take on how to sell your handmade cards ….

For about 12 years I have been making and selling handmade cards.  Firstly in my own shop where I was able to carefully monitor which cards sold and which didn’t. Some where my own and some were made by my very talented crafty friends.  I now sell my cards at a local shop and to friends.  So what is the formula and how do you make a bit of money?

(Just want to make a note here, it isn’t easy to make a living selling cards, so this post isn’t about that, it is simply about making a bit of cash on the side)

I have broken my post down into the 4 Ps (a formula used in marketing – my proper job).  Product, price, packaging and promotion.

Product

What is your product.  This includes all sorts of things like size, the content of the card and of course all the lovely goodies like sentiments, stamping, embellishments and more.  My advice is this:

1.  Cards with sentiments sell better than those without.  I am not sure why but this is something I am certain of.  I love wording stamps – my all time favourites are Penny Black sentiments.

2. Size does count,  Postage is an issue, and most of my cards that I sell are A6 cards or 6 inch squares.  If you are making personalised cards this rule doesn’t apply but that is another post which I promise I will write.

3.  Watch the cost of your pretty bits.  I use a lot of printed papers, stamped images and embellishments like flowers, pearls and lace.  It is a style that sells for me.  I am very frugal and I use all my bits and pieces down the last scrap (well almost).  Don’t waste and watch your costs.

4.  Find a style – right now mine is a little vintage and quirky.  It suits my skill level right now, and I have found an outlet that matches.

Packaging

The second P isn’t all that complicated, but it is really important.

Your cards should be packaged with a good quality envelope and packaged in a ‘cello’ bag.  I buy mine at Ideal Envelopes – this adds around 15c to the cost of the card, but it ensures that your cards look professional and keep clean and tidy, especially when on a shop shelf.

The other thing I do is I use a clear label – see pic.  These come from Avery and it is easy enough to design a label using the free wizard.  This builds your brand, and means that people can come back to you for order (especially important for personalised cards).  The label needs to be subtle and not draw from the card design.

Pricing

The difficult P.  The is the question I get asked the most.  I will cover personalised cards and wedding stationery in subsequent posts, but for now let’s talk about selling cards in shops.

The first thing to consider is the actual cost of the material

Here is an example.

1.  A half sheet of A4 card

2. Two quarter sheets of 12×12 scrapbooking paper

3.  Embellishments

4.  Envelope

5. Cello bag

Now I am guessing these prices as everyone will have a different style and all cards will be different.  As I have said I am very frugal and I know I can make a card for etween  60c  and a Euro, all inclusive.  This is of course an average.

Just a note, I am also quite frugal with my time.  I make a set of 6 to 8 cards at a time, and although I enjoy making them enormously, I don’t spend an hour on a card.  Some days I might make 6 cards in an hour.

When you are pricing any product there are two main considerations.  What it costs you – so let us say 1 Euro, and how much your customer is prepared to pay.  You also need to consider if your outlet will take a commission on your cards.

When I started to sell in my current outlet – the lovely Harvest Breeze in Westport, I put a few cards in the shop.  I tried 3 different sizes and 2 price points.  After a month, it was obvious.  The cards selling at 3.50 sold, those at 4.50 didn’t.  I dropped the prices on the slightly bigger cards and they sold.

Promotion

Promotion is a really important P for personalised cards and wedding stationery.  When you are selling your cards in a store, your options are limited.  Just a few points.

1.  Display area – not always in your control, but you can make suggestions.  You can also offer a simple display stand where appropriate.

2. Make a point of talking to and listening to the store owner.  You can pick up hints and tips about which cards are selling and what type of product they want to sell. Your cards will get pride of place is they are making money for both you and the store.

3.  Watch your stock levels.  Pop in and check that you have enough stock in store.  It is a funny thing in retailing, if there are too few of any product on a shelf, it doesn’t sell.  This was a lesson I had to learn when I had my shop.

Any questions or comments , please leave me a message below.  Share your success stories.

I promise a wedding stationery post and one on personalised cards.

Thanks for reading

Kerry