Digging deeper into the benchmark study we undertook based on sales data from 89 newsagencies, it is clear that there is a correlation between gift sales and card sales. In each store with strong gift sales, the card sales were considerably above average for the benchmark. Based on this, why would a newsagent not have a crack at gifts – even if space is tight it makes sense to try and find a way to play in the category and therefore enjoy growth in cards.
Mark,
Do customers visit a newsagency to buy a card & while there buy a gift or vice versa. Can the data you have seen, determine which category is the driver.
Leon it varies form store to store. Usually it starts with cards driving giftf but I now see stores where gifts are driving cards. It all depends on how one attacks gifts.