This post is part of the GCA’s celebration of Thinking of You Week 2025—a campaign that brings together card lovers, retailers, and publishers to spread joy through handwritten messages. Whether you’re a consumer looking to brighten someone’s day or a retailer ready to inspire your community, there’s something here for you.
We’re shining a spotlight on Sophie Edwards, an award winning independent shopkeeper who’s gone above and beyond to make it easy—and fun—for everyone to get involved.
A Week to Celebrate Kindness
From 15th–21st September 2025, Thinking of You Week invites everyone to take a moment to send a card and deliver a smile. Whether it’s a friend, neighbour, colleague, or loved one—just a few handwritten words can mean the world.
This year, we’re excited to see how independent shopkeeper Sophie Edwards is helping to spread the joy even further. Sophie, who runs the beautiful gift and card shop More Than Just A Gift in Narborough, has created a colourful display pack to inspire her customers to get involved—and it’s already making waves. She’s leading the charge with creativity, colour, and heart, helping to make it easy—and joyful—for everyone to take part.
Building on the original Thinking of You Week logo designed by Paper Salad, Sophie has added her own vibrant twist with posters and in-store ideas that make it easy (and fun!) to take part. Her shop is full of cheerful cards, thoughtful gifts, and even a giveaway where customers can nominate someone, they’re thinking of for a surprise treat.
She said “We’ve got lots planned for Thinking of You Week, and it’s shaping up to be a joyful celebration of connection and kindness!“
The shop will be decorated with rainbows and sunshine, setting the perfect mood for a week of thoughtful gestures. Visitors can try their luck at their Spin the Wheel game, with prizes including the popular TOYW card, a Deliver a Smile pen, and plenty of other goodies.
Sophie is hoping to welcome a number of local suppliers for photo opportunities—so keep an eye out for familiar faces! Plus, she will have a card writing station stocked with free stickers and supplies to help everyone send a little love.
And that’s not all—they’re running a Jellycat competition too! It’s going to be lots of fun!
Sophie Edwards:
“At More Than Just a Gift we’ll be filling the shop with Thinking of You Week posters to remind people how powerful it is to reach out. We can text what we feel or say it out loud, but those moments are fleeting. When you put it in a card, they hold your message in their hands, see it on their shelf for days or weeks and can treasure it for years. Whether you post it or give it to them in person, that’s the everyday magic of a card.”
Here are a few of Sophie’s lovely ideas you can try too:
Retailers – Get Involved with Sophie’s Campaign
If you’re a retailer, Sophie has made it incredibly easy to take part in Thinking of You Week through her Petimo brand and her platform, the Smart Shopkeepers Club.
To support fellow independents, she’s launched a special campaign on Faire, where you can:
This bright, uplifting card and pen are designed to help you create a joyful in-store experience and encourage your customers to get involved.
If you’re a retailer looking to join in, check out Sophie’s free downloadable posters here and shop the Petimo range on Faire.
Sophie Edwards said
“I created a free Thinking of You Week hub on Smart Shopkeepers Club so shops can jump straight in with a pick-and-mix selection of ready-made posters, ideas, and display prompts. By making it easier than ever for retailers to take part, the message spreads to more consumers and that’s what makes our industry grow stronger.”
Send a Card, Deliver a Smile
Whether you’re sending a card to someone special or helping your customers do the same, Thinking of You Week is a beautiful reminder of how small gestures can have a big impact. It doesn’t take much—a cheerful card, a kind word, and a moment of thoughtfulness.
So this September, join Sophie and thousands of others across the UK in spreading a little joy.
Send a card, deliver a smile.
Read more about Sophie’s inspiring efforts in this PG Buzz article
