The Greeting Card Association’s annual Conference and AGM brought together members from across the UK, Ireland and even the USA for a day of insight, inspiration and industry connection at Unity Place, Milton Keynes, on Thursday 24 September 2026.
Retailers, publishers and specialist suppliers came together to hear from an impressive line-up of speakers, sharing insight into the greeting card market in 2026, what consumers are buying, where they are shopping, and how the industry is responding to current challenges. Despite ongoing economic pressures, the message was positive: greeting cards continue to contribute more than £1.5 billion to the UK economy, and the UK remains a proud nation of card senders.
Connection, resilience and growth: highlights from the 2026 GCA Conference
GCA CEO Amanda Fergusson opened the day welcoming and thanking members and sponsors. Speaking about the continued resilience of the greeting card industry and the work being done by the GCA to continue to protect and promote card sending.
GCA President Karen Wilson , and owner of Paper Salad, spoke about the work of the board and the recruitment of new CEO David Falkner who will take over in January 2027. David was in the room and given a warm welcome.
Karen also thanked the council for their contributions and hard work and welcomed new council member Emma Young from Paperlink
Company secretary David Byk updated members, giving an engaging top line report on the healthy state of the GCA finances, confirming that “the GCA is in good shape”. Amanda echoed this, thanking board and council members and confirming that the management of the GCA is also in good shape for the future with David Falkner taking over in the new year, supported by an experience engaged Council.
A big shoutout also went to Danielle McCarthy, GCA’s Events and Marketing Coordinator, for pulling the day together.
Thank You to Our Sponsors
A huge thank you to our sponsors — all GCA Supplier Members, recommended by fellow members and actively supporting the industry, Amanda thanked them for their support in making the day possible.
- Cummins and Papyrus
- Enveco
- Fedrigoni
- G F Smith
- Graphite Creative
- McDaniels Law
- N-Smith
- Skylight Media
- St Austell Printing Company
- The Imaging Centre
GCA’s work Protecting and Promoting Card sending
Amanda spoke about GCA successes including the GCA Temu programme which has seen over 400,000 infringing designs removed, encouraging others who are having issues with IP infringement on Temu to join the pilot.
The progess the industry has made on Sustainability – in 2026 15% of cards remain in cello bags, 85% are unwrapped and 86% are fully recyclable; GCA resources guide members on regulation, grants, B Corp certification and responsible communications.
A reliable, affordable postal service is key for our industry, and the GCA is continuing to meet with government, Ofcom and Royal Mail, participating in high level discussions on reform of our postal sector, working to protect the Letters post.
Over 1,000 retailers joined Thinking of You Week in 2026, encouraging people to “send a card, deliver a smile”. Card Club resources have been downloaded over 200 times, introducing younger people to card sending through schools and community groups, Amanda encourage everyone to share these with teacher friends, their children’s schools and community group to encourage the next generation to send cards!
The GCA’s #Cardmitment campaign continues, with 3 million bags now circulating, with everyone encourage to use the free #Cardmitment marketing toolkit to get involved this Christmas to help start the way of card sending Caring at Christmas, The Write Before Christmas and Festive Friday.
In its fourth year, GCA Pride celebrated cards for every person, relationship and moment.The GCA’s Diversity and Inclusion Subcommittee is also exploring compassionate, contemporary language for sensitive occasions so consumers can find cards reflecting their experiences under the leadership of Sarah-Jane Porter:
How we ensure our cards remain relevant to both existing and future customers
Sarah Jane Porter spoke eloquently about the important work of the GCA Diversity and Inclusion subcommittee and shared research exploring how greeting card messages are evolving to reflect a more diverse, inclusive and emotionally aware society “Life rarely arrives as a clearly defined event with a clear resolution”, talking about Care and Connection as a retailer header to engage with consumers. This important piece of work is vital for engaging the next generation iwth the importance of cards – watch out for more details coming soon.
A community that learns together
Danielle McCarthy, GCA’s Marketing and Events Co-ordinator, shared some insight into the many successful GCA events this year – with over 900 member attendances across webinars, coffee mornings, regional gatherings and the Conference.
Supported by Nick Carey she also shared an insight into the GCA Academy, coming soon, to bring together the GCA’s expert learning, mentoring and peer support into one place to help emerging and independent publishers build sustainable businesses.
The message was clear: the industry is resilient because it works together. By protecting creativity, supporting retailers, investing in talent and championing card sending’s human value, it is building confidently for the future.
The GCA were also delighted to welcome Notes and Queries’ Vanessa Harnik from across the pond – sharing details of the £5,000 Notes & Queries Fresh Ink Prize, this is open to all GCA Members who have been in business less than 5 years.
Consumer and retailer insights from our speakers
Cydney Ball took us Inside the World of John Lewis, sharing many interesting facts and insights into their customers, the John Lewis Waitrose buying process, how to get cards into their stores and what they are looking for going forward.
Ashton Duckitt presented top line detail from the GCA Annual Market Report 2026 – sharing the breakdown between Everyday and Seasons, changes in card performance and the continued resilience of the UK card market with over 90% of cards continuing to be purchased in a bricks and mortar store.
Jon Hendy, Kantar presented yet another fascinating insight into consumers in 2026 and what’s happening on the High St, revealing a cautiously improving but polarised consumer market with greeting cards remaining resilient, with growth strongest among younger, affluent and online shoppers.
GCA Vice President Mark Callaby, co-owner of Ohh Deer, chaired an engaging retail panel including Hazel Walker from Waterstones, Ross Lasseter and Tanya Rounging from Tesco, Louise Cambridge from Stamp and independent retailer Sally Matson, owner of Red Card and Little Red. The retailers answered questions covering when and where they bought and what they were looking for!
Fun, more insight and the importance of cards
Seth Woodmansterne came with 5 different presentations, looking at difference aspects of the Woodmansterne story and asked the audience to vote on which 3 they wanted to hear! “Colossal Cock Ups” was high on the list as Seth then led everyone on an engaging journey through the highs and lows and learning of the third-generation family business.
The eponymous Dean Morris compellingly recounted how his creative hobby evolved into a successful greeting-card business known for distinctive, provocative humour. His central lesson is to be authentic, find your niche and value the people and personal moments behind the business.
The Conference closed with Amanda Fergusson reflecting on 40 years in the greeting-card industry, sharing experiences from her early years that shaped her learning, adaptability, self-awareness, relationships and commercial discipline. She closed by reflecting on a childhood experience illustrating how cards connect people and make them feel loved and remembered.
President Karen Wilson thanked Amanda for her leadership of the GCA.
Watch the Conference highlights
Snapshots from a brilliant day
