Every year I like to look back and share an honest overview of how my small postcard shop actually performed. This 2025 review is a mix of numbers, observations and lessons learned while running an independent stationery business focused on postcards, Postcrossing, Journaling and snail mail. From total sales and best-selling products to quiet days and new experiments, this post shows what worked, what didn’t and how these experiences shape my plans for the year ahead.
The short version
2025 was 9% lower in total sales compared to 2024. Not dramatic, not great either. Just honest. It was a year with strong peaks, very quiet stretches and a lot of learning in between.
The big picture
Over the year, I sold 43,307 products. This number includes everything, not only single postcards or sticker sheets, but also bundles, Advent Calendars, grab bags and other sets.
The average order value including shipping was 37.37 EUR.
Compared to 2024, there were 121 fewer orders in total.
The postcards you loved the most
Looking at sales by quantity, postcards still clearly lead the way. The Top 10 best-selling products by units were:
- Postcard #2079
- Let’s visit… postcard series no. 03 | Let’s visit the Netherlands!
- Postcard #2225: Happy World Postcard Day!
- Postcard #2033
- Postcard #2218: Happy World Postcard Day!
- Postcard #2025
- Postcard #2036
- Postcard #2078
- Postcard #2130
- Postcard #2222: Happy World Postcard Day!
World Postcard Day designs clearly remain a strong and reliable favourite, year after year.
What brought the most revenue
When it comes to revenue, bigger curated products take the lead. The Top 5 products by revenue were:
- 25 Postcards Advent Calendar: Exclusive
- It’s a surprise!
- Exclusive 25 sticker sheets Advent Calendar: MAXI
(This one was very hard to sell out, so it will not return next year.) - Limited time offer: surprise grab bag (May edition)
- 100 random postcards
This confirmed something I already suspected: limited editions and clear concepts work best, even if not every experiment should be repeated.
Where your postcards travelled
Most orders were shipped to Germany and Lithuania.
The next three most popular destinations were the Netherlands, France and Finland.
The strongest days of the year
The most successful day of 2025 was October 17. That’s when I launched Christmas postcards and Advent Calendars. About two thirds of the 25 Postcards Advent Calendar: Exclusive sold on the very first day.
Second place goes to November 28, the Black Friday grab bag sale.
Third place – October 1. October remains one of the most important months of the year for my shop.
October 1, World Postcard Day, is traditionally my biggest postcard sale of the year. In 2025 it was still one of the top-performing days, but the revenue was roughly half of what it was the previous year.
The quiet part nobody posts about
Now for the less Instagram-friendly statistic.
During 2025, there were 40 days with zero orders. Put together, that’s almost a month and a half of complete silence.
This is the reality of a small independent shop. Some days are exciting and loud. Others are quiet enough that you start questioning everything. Both are part of the same story.
Discounts and small thank-yous
Throughout the year, I offered various discount codes. Altogether, you saved around 1,800 EUR thanks to these offers.
Trying new product categories
2025 was also a year of careful experimentation. Alongside postcards and stickers, I slowly introduced a few new product types to the shop. Tote bags appeared for the first time, followed by fridge magnets and a wider selection of bookmarks, especially for book lovers.
These products were not meant to replace postcards, but to complement them. Some performed better than others, but each addition helped me understand what fits naturally into my shop and what doesn’t. Small tests like these are essential for growth, even when results are mixed.
Looking ahead: plans for the next year
The coming year will be about building more structure around what already works, while continuing to test new ideas. I plan to introduce more product types, starting as early as January, when desk pads and key chains will join the shop.
I will also continue expanding the Stationery from Japan category with carefully selected items.
A big focus will be on collections and matching products. Instead of isolated designs, I want to create groups that belong together: postcards with stickers, bookmarks, paper goods and accessories. Existing collections will continue to grow, and new ones will be developed with a clearer long-term vision.
The goal is not to rush, but to build something coherent, flexible and enjoyable: both for me and for everyone who shops here.
Finally, thank you for being here. For ordering, reading, sending postcards, coming back, and sometimes just quietly following along. Running a small independent shop means sharing both the busy days and the very quiet ones, and neither would exist without you. Your support, in all its forms, is what allows me to keep creating, experimenting and planning for the next chapter. I’m deeply grateful that this journey continues with you by my side.
