UK Mother’s Day (today) is another micro season for Australian newsagents. It provides an opportunity to demonstrate a point of difference over other greeting card retailers. The more we are known for having a card for every occasion the more we will be shopped. The majors are not interested in this space and it amazes me that many newsagents ignore it as well. To me these micro seasons are what small business is all about.
While micro seasons can provide opportunities to demonstrate a point of difference, its important that each newagent not take on every micro season without due cause.
Before embracing a micro season I would suggest each newsagent makes sure it suits their market and demographic.
Although UK Monther’s Day may suit Forest Hill’s market/demographic, it most likely wouldnt be viable here in Singleton. We have very little number of people who’s place of birth was that other than Australia. From memory the largest group who’s birth place was not Australia, was Ireland, but the percentage was is extremely small.
Embrace micro seasons by all means, just dont do so without evaluating their viability.
Good advice Jarryd. The key thing is to THINK about the opportunity rather than blindly ignore it.