Some suppliers just don;t get the importance of theatre in retail. While we have had our Father’s Day cards out for two weeks, and they are selling well, some suppliers are yet to get stock for this season to us. One supplier, Darrell Lea, tells us it will be another ten days before we get the stock. While they will say that most sales are in the last week, they have missed any opportunity to change that. They have also missed an opportunity to be part of the theatre of the season. We are playing with an alternative Father’s Day confectionery offer (Dad’s Nuts from Morish) and that stock arrived last week.
I agree Mark. As with any season, you have to plant the seed in the customer’s mind early. While we’re waiting for our D.Lea Father’s Day bags we’ve already sold three Dad’s Nuts bags from Morish.