We have had a terrific weekend of Mother’s Day card and gift sales – giving me a lot of confidence about Mother’s Day this year. We have our cards located on the lease line facing into the mall to attract shoppers and to help them not interfere with everyday card shoppers.
We have deliberately not cluttered the Mother’s Day displays of gifts (on the left) and cards (on the right). the wide aisle between makes it easy for other shoppers to get into the shop and see past the Mother’s Day for the next layer of cards and gifts we have on offer. While seasonally driven traffic boosts are terrific, we work hard to ensure that our everyday sales are not hurt.
We are chasing double digit growth for Mother’s Day. It’s important to have a goal for seasons and year round.
To traditional newsagency suppliers who say this does not look like a newsagency, I say check our sales. Year on year we are ahead of the channel, particularly in magazines, so this from of store pitch to attract shoppers is benefiting traditional categories.