Summer may still be with us and the passport now tucked away until the next beach retreat comes around, but it is not too early to start thinking about Christmas print jobs and the difference they can make to the top line.

According to data released by the Advertising Association (AA) and WARC, a record £9.5 billion was spent on advertising over the Christmas Season in 2023. However, it is not only advertising that sees a peak in production as the festive playlist starts airing. In another survey, 40% of website visits were prompted by mail (including direct mail, business mail, partially-addressed mail and door drops) prompting a purchase in the Christmas trading period, with half of these purchases completed online.

With that in mind, it’s an important time for the UK print industry, a sector that experiences one of its most significant annual peaks in demand during this festive period. The surge is driven by various factors, including the production of cards, gift wrap, promotional materials, catalogues, books, and seasonal packaging. During this feature we look at some of the many facets of festive print, explore the trends, challenges, and opportunities that define this crucial time of year.

The role of cards and stationery

 Christmas cards remain a cornerstone of the industry’s output during the festive season. Each year, millions of cards are printed and sold, with consumers and businesses alike participating in the tradition of sending festive greetings. This segment of the industry is characterised by a wide variety of offerings, from mass-produced cards available in supermarkets to high end, bespoke designs from boutique printers.

Personalised and corporate cards: The trend towards personalisation, with individuals and companies opting for customised cards that reflect personal sentiments or corporate branding continues to be ever popular. High-quality, digitally printed cards, featuring unique designs and personalised messages can be easily set-up and provide a healthy return once January comes.

With environmental awareness growing, more eco-friendly options are available for clients, including recycled paper, vegetable-based inks and minimising plastic packaging. Sustainable Christmas cards are increasingly popular, appealing to consumers who wish to reduce their environmental footprint.

Retail advertising and promotional materials

The Christmas season is crucial for retailers, accounting for a significant portion of their annual sales. As a result, the industry sees a surge in demand for various promotional materials, which are integral to Christmas marketing campaigns.

Catalogues and brochures: One of the most traditional forms of Christmas marketing is the printed catalogue. Retailers invest heavily in these glossy, visually appealing brochures to showcase their festive offerings. Despite the rise of online shopping, printed catalogues remain popular, particularly among older consumers who may prefer a tangible browsing experience. These catalogues often feature extensive product ranges, detailed descriptions, and festive imagery designed to entice consumers into making purchases.

Direct mail campaigns: Despite the digitalisation of marketing, direct mail remains a powerful tool during the Christmas season. Many companies invest in high-quality, personalised direct mail campaigns to reach potential customers with tailored offers and festive greetings. The tactile nature of direct mail can make a stronger impression on recipients compared to digital ads, leading to higher engagement and conversion rates.

Point-of-Sale (POS) displays: In-store promotions at Christmas are heavily reliant on printed POS materials, such as posters, banners, and stands. These materials are essential for drawing attention to special offers and creating a festive atmosphere within stores. Retailers often update their POS displays multiple times throughout the season to reflect changing promotions and new product launches, necessitating a steady supply of printed materials.

Christmas gift wrap

The demand for gift wrap soars during the Christmas season, making it one of the most important times of the year for this segment of the print industry. These materials are not only practical but also play a significant role in enhancing the aesthetic appeal of gifts.

Gift wrap: Christmas is synonymous with beautifully wrapped presents, and the print industry is central to producing the vast amounts of wrapping paper required each year. This includes both mass-produced wrapping papers found in high street stores, however, custom digitally printed wrapping paper, featuring unique designs or even personalised elements, has grown in popularity, adding a special touch to gift-giving.

Sustainability: Like Christmas cards, there is a growing trend toward eco-friendly wrapping options. Consumers are increasingly seeking out products that are not only beautifully presented but also environmentally responsible. This shift has prompted the industry to innovate, offering sustainable alternatives such as recyclable and biodegradable papers.

Books and magazines

The Christmas rush Books and magazines see a significant increase in sales during the Christmas period, as they are popular gift items and feature festive content. The print industry plays a crucial role in producing the special editions and increased print runs required to meet this seasonal demand.

Christmas editions of magazines: Many magazines release special Christmas editions that include festive themed content, gift guides, and exclusive offers. These editions are often thicker, printed on higher-quality paper, and feature additional content, making them a collectible item for readers. The production of these special editions requires careful planning, as they need to be printed and distributed well in advance of Christmas to capitalise on the peak shopping period.

Books: The festive season is a peak time for book sales, with many publishers releasing key titles in the run-up to Christmas. From bestsellers to coffee table books, the demand for printed books spikes as consumers purchase them as gifts for family and friends. This surge in demand requires printers to manage large print runs within tight deadlines, often necessitating the use of multiple printing facilities to ensure timely delivery.

Gift guides and supplementary publications: Retailers and publishers often produce printed gift guides and supplementary publications during the Christmas season. These guides serve as marketing tools, helping consumers navigate the vast array of products available and make informed purchasing decisions. High-quality printing and design are crucial for these publications, as they need to stand out in a crowded market.

Promotional merchandise and corporate gifts

Promotional merchandise and corporate gifts are another important aspect of the Christmas workload. Businesses often use the season as an opportunity to strengthen relationships with clients and employees by distributing branded gifts.

Calendars and planners: One of the most popular corporate gifts during the Christmas season is the printed calendar or planner. These items are not only practical but also offer year-round brand visibility, making them a favourite choice for businesses. Customisation is key, with companies often opting for designs that reflect their brand identity and include their logos and contact information.

Branded merchandise: In addition to calendars and planners, companies often distribute other forms of branded merchandise, such as notebooks, mugs, and apparel. These items are typically printed with the company’s logo and other branding elements, serving as a reminder of the business throughout the year. The print industry must ensure that these items are produced to a high standard, as they reflect the company’s image.

Personalised corporate gifts: Personalised gifts are popular, with companies seeking to make a lasting impression on their clients and employees. This trend has driven demand for custom printing services that can produce unique, personalised items in large quantities.

Challenges at Christmas

While the Christmas period presents significant opportunities, it also brings several challenges that businesses must navigate.

Capacity and lead times: One of the most pressing challenges is managing the increased volume of work. Printers often face tight deadlines, with clients requiring quick turnarounds to meet the demands of the season. Capacity management becomes critical, with companies needing to carefully plan production schedules to avoid delays.

Supply chain issues: The surge in demand for printed materials during Christmas can put pressure on the supply chain, particularly for paper, ink, and other essential materials. Any disruptions, such as shortages or delays in delivery, can have a ripple effect, causing delays in production and potentially missing key deadlines. Printers must work closely with suppliers to ensure they have adequate stock and contingency plans in place.

Sustainability concerns: With growing consumer awareness of environmental issues, the industry is under pressure to adopt more sustainable practices. As discussed, using recycled materials, reducing waste, and minimising the carbon footprint of printing processes. Meeting these demands can be challenging, particularly when balancing cost and quality, but it is increasingly necessary to stay competitive.

However you approach the Christmas period, there is certainly a number of opportunities to boost the bottom line at the end of the year. With careful planning and allowing yourself to possibly explore offerings that are new to the business, some of the that record spend could be yours for the taking.