Business Christmas cards prompt consumer purchases of up to GBP 100

Consumers who receive a Christmas card from a business spend up to GBP 100 with the company as a direct result, new research revealed today.

The survey, conducted on behalf of Royal Mail by YouGov, shows that 69 per cent of consumers make a purchase of up to GBP 100 after receiving a card from a company such as a high street store. More than a quarter (27 per cent) of all consumers who made a purchase spent over GBP 100, and 12 per cent spent over GBP 500.

The study is unveiled as Royal Mail reminds businesses of the last posting dates to ensure that they send their Christmas greetings on time and do not leave customers and suppliers feeling neglected. Companies with a global customer base should plan ahead with their Christmas card mailings – the recommended last posting date for festive greetings to destinations such as Australia and South Africa is 7 December.

The research also revealed:

– 84 per cent of consumers prefer to receive company Christmas cards through the mail, compared with only 3 per cent who prefer email greetings
– This figure jumps to 91 per cent for the over 55 demographic

Thierry Saada, Director of Sector Marketing at Royal Mail, said: “A Christmas card sends an important message that you value your customers and our research shows that consumers respond well to this personal touch.”

He added: “Despite innovations in modern technology and the increasing use of email, a Christmas card is the preferred way of receiving a festive greeting. Sending a Christmas card helps businesses reconnect with customers that have lapsed and thank current ones, leading to increased loyalty and sales.”