The GCA is encouraging everyone to start writing their Christmas cards early, and post 2nd class to spread good cheer and create a wave of card sending!
The Write Before Christmas is a simple yet powerful initiative designed to engage your community and bring people together to enjoy the tradition of writing Christmas cards.
The GCA would like to see everyone in the industry coming together, perhaps teaming up with another local business and running their own The Write Before Christmas event. It can be whatever works for your community and will remind everyone about the joy of connecting with friends and family at Christmas.
Where it all began
The tagline was the brainwave of GCA member Sarah Laker, owner of award winning retailer Stationery Supplies, with stores in Marple and Wilmslow and online at Giraffe Gifts
As a self-employed business owner I’m often awake at 3am with thoughts racing though my head.
Back in early November last year I was doing just that, my mind was like a box of frogs thinking about the Cardmitment campaign and how to promote Christmas card sending. And I came up with the idea of holding a Christmas card writing evening event for which people would book and pay a small charge to participate. I wrote a few notes to remind myself in the morning and went back to sleep.
The next morning, I swung into action!
Sarah Laker, owner Stationery Supplies
Thankyou Sarah for sharing this idea and inspiring us all!
The Write Before Christmas is such a great tagline! We look forward to seeing these events across the country in 2026.
Amanda Fergusson, GCA CEO
Sarah’s Plan for Success
How it worked
Sarah’s “The Write Before Christmas” event took place at the welcoming local café, Two Suns Coffee, who were delighted to host. The November event proved hugely popular—spaces were snapped up quickly, and there was even a waiting list of nine eager participants!
Sarah’s idea was simple yet brilliant: create a relaxed space for people to write their Christmas cards before the December rush.
On the night, 20 attendees joined in, including the GCA’s Marketing and Events Co-ordinator, Danielle McCarthy. The café kept everyone cosy with hot drinks (including festive specials) and an array of delicious homemade cakes.
Sarah added thoughtful touches with sparkly pens sponsored by Pentel and decorative washi tape from Stone Marketing, making the card-writing experience extra special.
The atmosphere was warm and festive. One guest commented how lovely it was to chat with other “pen-minded” people, while others said the event helped them feel organised and kick-started the Christmas spirit.
It was a lovely evening, and everyone really enjoyed it, one lady said it was nice to be able to chat with other ‘pen-minded’ people, and others remarked how great it was to be organised and felt like it had started Christmas off.
Sarah Laker, Stationery Supplies
All attendees received a goody bag too with cards donated by Stripey Cats, washi tape, and sparkly pens, and a voucher for Sarah’s shop.
Sarah was impressed how everyone got on with the task of writing and how quickly the piles of cards mounted up.
Sarah had arranged for local voice over artist and author Sara Starling reading her short stories whilst the writing was underway and it made for a magical evening, full of festive spirit and cheer.
Watch the Magic of The Write Before Christmas
Sarah’s Top Tips for holding a retailer “The Write Before Christmas” Event
Hold your own “The Write Before Christmas” Event
This event could be a great opportunity to get your team together ahead of the Christmas rush. Encouraging everyone to write their cards early ready to post on Festive Friday.
Alternatively reach out to your community and team up with a local business, or community group. Agree the plan, and download the leaflet below, add in the details of your event!
Sarah’s design has been kindly updated for other GCA members to use by Wendy Jones Blackett.
Further information
To download your The Write Before Christmas leaflet and other Cardmitment marketing material, see our Christmas Cardmitment Toolkit
Clink the link to find out more about Festive Friday and download the free POS for this event.
See Sarah Laker’s Top Tip’s for Selling into Independent Retailers
