When comparing Halloween at the Reject Shop on Saturday (we are cheaper by between 5% and 25%!) I noticed their large Christmas card range. Borowsing their Christmas cards, I soon discovered that the Reject Shop is not as cheap as they portray.
They had a large display single Christmas cards priced at $3.95. Cheap designs and cheap production quality – expensive for what you get. You are better off buying their dirt cheap Christmas cards – around $1.00 each – if you must buy from the Reject Shop.
What the Reject Shop does well is pitch themselves as cheap. Shoppers ought to shop around because as I saw the value proposition is not always as it seems.
Shortly after my visit, I saw one Reject Shop customer looking at our Halloween stock. Buying from us would have saved money she told me. We had a chat about it and how they suck you in with the appearance of being cheap. We also talked about Christmas cards as that will be her focus after Halloween. I pointed out our various ranges which compete with the Reject Shop on quality and our boxed card range which competes on price.
A good way for us to educate shoppers about the value for money we offer is to talk with them.
Hopefully, Saturday’s conversation will facilitate word of mouth that our local newsagency often beats the Reject Shop.
We have a variety store in our Centre, commonly called the “2 Dollar Shop” by locals. Two things are evident – almost all items cost more than $2 and almost all items are actually not worth paying 50c for!!!