We had everything geared up for a massive boost in our sales but the elves just sat around all day smoking and playing cards in our warehouse whilst Amazon cleaned up. I don't know why we bother paying taxes. They don't and everyone loves them.

We now have two ranges for 2015, which will be very distinct for the direct market, and which we will sell exclusively to the independent retail market, and so will differentiate our online and offline product ranges. We have developed new ranges which have a significant appeal to our focus groups, and we believe offer an excellent and realistic alternative in a hugely traditional market. We know that a humorous wrapping paper carries distinct value in the gift wrap market, and our products are now refined enough to sit alongside other more obvious wrapping paper options.