The next thing I want to cover is target market, this is an
important part of the research as it will help inform me on the best place to
the product both online and as a stall, it can also help inform me to if there’s
anything I need to change about the product plant in order to maximise sales as
the right product under the right audience is exactly what is needed. The first
pierce of important information I found was by The Greeting Card Association, they state
that 85% of people who by cards, Christmas or otherwise, are woman, this is
mainly because woman often by cards for both themselves and for men they know;
this means it will be important to sell somewhere where woman shop. I also
looked for what gender buys home supplies and again Art Continuous stated that
the majority of home décor buyers are woman which matches well with cards
meaning there no clashing interests which is helpful. Next I researched age, I
found that for cards it was pretty evenly spread overall ages meaning it will
have little difference, but with art Art Continuous found that most art buyers
are 30-60 years of age, this is great as it gives me an age range to aim for in
finding somewhere to sell too. This overall gives me a target market of woman
ages 30-60 which a decently wide range since the products themselves can appeal
to so many.
To help find where the best place to sell to this target market
while also helping to reaffirm the research I help another survey. This one
asks firstly their age and gender, when where do they buy their Christmas cards
from and then if they buy art and if they do where? The results showed that
most people brought cards from card shops and art related shops and that most
art was brought from gallery’s, now since both of these are hard places to get
art work into especially in the time frame I have the second results are much
more useful since they are places I can actually sell, as for cards the third
biggest place was online which I of course have access too, and for art is was
also online as well as through independent artists. This tells me that I definitely
need to have an online presence with the sales, the data also shows that the
people who brought online where mostly 30-40 year olds, so I need a sales
website with a reasonably young audience. The older people from the survey
answered mostly galleries and art related shops for cards and prints which
while I may not be able to sell in those shops I can sell near in craft markets
and stalls held near these shops which is something ton look out for when
looking for a location to sell at.
This brings me to where to sell, the main places for selling
online are Etsy, Amazon, Ebay, and Not on the High Street and after looking though
the demographic of the people who buy at these places as well as their popularity
in these areas and set up cost for selling there was a clear winner in Etsy. This is because not only is the demographic perfect with a medium age of buyers at 39 and female (Briggs, 2015).which is perfect for my target market, but because it also has one of the highest sales in cards and art compared to the previous three which all specialised in other areas, it also has a reasonable set up cost and isn’t to pricey. Though there is one problem, Etsy is a site which requires building over time, it's not the really the sort of place you can just open a shop and get instant sales, you have to build a presence of the site though visits and looks at your stuff, all of which will stack to get your listings more viewed which turned to sales, this is great for the long term as I do plan on doing this and you have to start somewhere but for now while I am still choosing Etsy for its long term impact I am not expecting any sales with in the first few months. For the location I looked around local shopping villages and craft areas, before finding Heart Of The Village which has a Christmas fair on the exact time I plan selling in person, and since I already have experience working a stall there which was previously successful it’s a clear winner, it also has a perfect demographic which fits my target market making it perfect.
Briggs, B. (2015). Etsy sellers tend to be young, female and educated. [online] Digital Commerce 360. Available at: https://www.digitalcommerce360.com/2015/07/28/etsy-sellers-tend-be-young-female-and-educated/ [Accessed 7 Aug. 2019].
Greetingcardassociation.org.uk. (2019). Facts and Figures | GCA | The Greeting Card Association. [online] Available at: http://www.greetingcardassociation.org.uk/resources/for-publishers/the-market/facts-and-figures [Accessed 6 Aug. 2019].
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