We’re coming up to the halfway point in the year and calendar production is well and truly in full swing, ready for the end of year demand. The quantities and numbers of titles appear to be holding up when compared to this time last year, but the testing time is yet to come when print orders for retail calendars will reflect actual sales in the shops.
Here at Eight Days a Week, much of what we produce in the early part of the year is quite generic, i.e. cats, dogs, scenic and illustrative. Demand for these calendars is certainly not to be underestimated, but the calendar season is often defined by the success of the various licensed character, TV, film, pop music and celebrity titles on the retail market.
Without a doubt, a couple of seasons back, it was One Direction that came out as a clear winner in terms of calendar sales. In previous years, the same title has been taken by Robbie Williams, David Beckham, Kylie Minogue and Justin Timberlake. All of these retail calendars sold extremely well, but what will be the next big thing? Who will take the 2018 calendar crown?
The answer to that question is that there isn’t yet an answer; no one really knows or is prepared to predict. I think that one problem, if it is in fact a problem, is that there is so much choice these days and while some popular music and celebrity titles can do very well, the days when a single artist could command a 100,000+ print runs seem to be over.
It’s heartening in this age of the instant celebrity that two “oldies” still manage to sell calendars in reasonable numbers – Cliff Richard and Elvis Presley.
In December 2016, it was reported that 76 year old Sir Cliff Richard had topped the chart for 2017 calendar sales, pushing hugely popular British girl group Little Mix into second place and Grammy nominee Justin Bieber into third. Elvis Presley passed away in 1977, yet his calendars still sell year on year. Danilo, our long standing client published the first official Elvis calendar back in 1979, over 35 years ago!
Will there still be a Little Mix calendar in 20 years’ time? I’ll leave that one with you to decide.
Eight Days a Week have specialised in producing calendars for retail for many years, working with countless big name brands and have the capabilities to print up to 5 million calendars a year. For more information on our retail calendar services, call us today on 08432 898 074 or contact us online for a quote.