I was surprised to see a nextra newsagent talking up discounting Christmas gift items on the Today Show today on the Nine Network this morning. Discounting this side of Christmas feels desperate to me.
Maybe I am wrong. What do you think? Of course, they may have bought at a discount, making the discount not a real discount as such.
I set myself up to not discount through offering items that are not easily price compared. This coupled with a genuinely valuable shopper loyalty offer negates the need to discount. Indeed, I am finding it easy to achieve above suggested retail for more unique destination items.
I was pointed to the story by several newsagents surprised at what this newsagent was doing and the margin impact it could have.
The Today show story itself was a nonsense story, not focusing on anything long enough to be of real value. It was kind of click bait but on TV.
Discounting this early is foolish as it forces others who just follow the crowd to do the same and the end result is less margin for those stores. Some years ago a nearby newsagent (also Nextra) discounted calendars early and we sold through the same range at full price. It clearly cost them margin.
No discounts here .
Discount , no way!
Any Xmas related stock left after Boxing Day we will half price but why now when shop is so busy. Ordered more calendars which will sell at full price then discount after New Year.
Sales are excellent and they are only going to get better in the next few weeks as customers buy last minute gifts.
I have only yesterday placed 3 large orders of gifts and plush, some of which I am receiving a 25% extra discount off, but what doesn’t move before Xmas will sell in January during the busy holiday period.
Perhaps the appeal of nationwide coverage for his shop made up for any lost margin.