Just as we have done with food titles, we have brought together Christmas themed craft titles and placed them at the front of our craft magazine section. I figured that we have only a limited time to sell Christmas themed magazines so they deserve prime space even though we have had to move some of them a couple of pockets away from where they should be.
I appreciate that it can be time-consuming moving magazines around like this to serve seasonal opportunities. The payoff is incremental magazine sales. This is one way newsagents can drive sales efficiency – getting more sales from the same or even less customer traffic. It can be done. I know of newsagents achieving real sales growth while experiencing a customer traffic decline.
Christmas craft was best promoted last month. Currently some women will be looking for January or summer craft project, quilts or hats or soft toys, and they are also looking for things to keep the young people in their households busy after Xmas – puzzles/games/kids crafts or cooking. That is how I am looking at things in my store at the moment.