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Top of the Class

In the past, a child might have given his teacher a box of chocolates or a pot plant at the end of term, as a way of expressing his gratitude. Nowadays, children are consumers just like the rest of us: some might say they exercise even more consumer power than their parents, exposed as they are to high levels of sophisticated advertising. Increasingly, this is reflected in the gifts that they are choosing to buy for their teachers.

'Just 10 years ago, the idea of 'gifts for teachers' was almost unheard of,' reveals Lorraine Tustian, who has been teaching English in secondary schools in Oxfordshire for the past 15 years. 'I received the odd packet of sweets or thank you card, but little more than that. In the past four years I have noticed a real change and the gifts I now regularly receive at the end of the academic year have become increasingly lavish and elaborate. For example, two of my pupils know that I love board games, so last summer they clubbed together and bought me a marble chess set. I have also received a silver pen engraved with my initials, a set of tumblers and some earrings. I don't think that my experiences are unique, and it is nice to know that my pupils feel moved in this way.'

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This growing trend is something that retailers are only just beginning to recognise. Indeed, many giftware outlets are now designing 'teacher gift' window displays to give the concept more prominence. Wholesalers have also identified this trend. At the Autumn Fair at Birmingham's NEC last year, several wholesalers reported buyers coming onto their stand asking to be shown specific items that would be suitable as a gift for a teacher. It is a niche market that presents a genuine opportunity for retailers, as children (and therefore parents) are willing to pay between £5 and £15 per item. It is a trend that seems to be particularly strong in primary schools. 'At Christmas I received a beautiful glass ornament, fragrant candles and other small items,' reveals primary school teacher, Emily Watson. 'None of the presents were tremendously expensive, but I was touched by the thought my pupils had put into the gifts.'

Emma Bridgewater, founder of Bridgewater China, supports the view that this trend is set to continue. 'Without a doubt, customers enjoy buying gifts for special occasions,' she says. 'We sell lots of mugs, and we have had a 'Thank You Teacher' mug in the collection for the past few years and it has always sold well. People also appreciate the fact that we have less specific mugs that might also be fitting as a gift for a special teacher. For example, we have a 'Good Luck' mug which is covered with four-leafed clovers, and a 'Well Done' mug with fireworks.'

Giftware manufacturer Two's Company has a wide range of gifts with strong teacher appeal, as much of their range is highly decorative, yet still within the price range of a child. 'We are increasingly being asked for 'teachers gifts', says Caroline Newton, Company Director. 'For some of our retailers it is a significant part of their business. For an item to make a successful 'teachers gift' it has to be small and well presented. We specialise in smaller items, and focus on ensuring that the item is uniquely packed, so this growing trend is in an area that fits perfectly with our product range.' Items that have proved successful with teachers include rose-scented bath petals (£2.15 wholesale), jewelled frames (£1.50), scented candles wrapped in a vintage handkerchief (£3.25), jewelled pens (£1-£1.50) and jewelled keyrings (£1.60).

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Games are another popular choice for teachers. 'Our designs are fun and testing, but also ornamental, which means that they have real appeal to children,' says Caroline Meyer, director of House of Marbles. Suitable items for teachers from their range include mini board games (wholesale £2.97), pick up sticks (£1.25), wooden puzzles (£1.75) and dominoes (£1.75).

For the customer, buying a gift for a teacher represents a simple way of expressing gratitude and friendship. It is not overdramatic to say that a child's relationship with a special teacher is an important one that may have a real effect on the course of that child's life. Providing attractive, decorative and high-quality gifts that might be suitable for a teacher is one way the retailer can encourage this special relationship.

Further Information
Bridgewater China: 020 7371 9077
Gleneagles of Edinburgh Ltd: 01506 852 566
House of Marbles: 01626 835 358
Two's Company: 01949 850 115

September/October 2010
issue 61
available now