Further to my earlier post on shopping basket analysis in newsagencies, I have been breaking the basket data out by day of week and have found, among other things, that Sundays spike significantly in terms of basket penetration for newspapers.
I have seen newsagencies where Monday through Saturday the average basket penetration for newspapers is 35% where on a Sunday it spikes at 70%. Overall the Sunday spike averages at 70%. That is, newspapers make it into 70% more sales on a Sunday than any other day.
The kicker is that in 65% of newspaper sales on a Sunday they are sold alone. In the data I have seen so far, Sundays are the least efficient day for high street and shopping centre newsagencies.
Newsagents need to heed this data and work harder at achieving add on sales. Publishers could consider developing Sunday specific strategies which work in with their retail network since an inefficient network on a Sunday when labour rates are so high benefits no one.
This research project involves 8,000,000 shopping baskets of data from over 100 newsagencies spanning three years.