The calendar category has been challenging for years thanks to Calendar Club and their heavy discounts early. Their approach to discounting has taught shoppers to not pay full price f0r calendars. I have seen them pitching 2017 calendars at 25% off already.
While there are newsagents who do sell calendars at full price successfully, this can come with friction that can turn people off the business … without the business knowing it.
Pet Stock is strong in the calendar space, offering a large range of calendars pet lovers are sure to like. The brand they sell is Magnet and Steel. In the hand, to me, they don;t feel as good a quality as the Borwntrout range but I suspect that does not matter.
Pet Stock has 2017 calendars prices at buy 1 get 1 half price across their network of stores. While I was aware pet shops had calendars, I was surprised at the range I saw on the weekend.
More harden centres and homewares shops have calendars too – pushing this category into more retail outlets. This makes sense given the special interest nature of calendar titles.
The challenges are two fold – more outlets and discounting by major competitors.
With discounting so early in a season by national retailers, I wonder if the message to shoppers is: we have overpriced our products so we can make this discount pitch to you. That is what I would think if I was the shopper.
With only a limited range of calendar publishers at the premium end of the category price comparison is easy. This is why newsagents in this space need to look carefully at what others are doing.
I know of newsagency businesses where calendar sales are worth $15,000 a year. It is in these businesses where there needs to be a differentiating and commercial response to Calendar Club, Pet Stock and others. The best response is to switch focus and change the conversation. However, this is not easy.
If calendars are important to you, be informed about competitors and engaged with a differentiating offer. Make sure your investment is not harmed by the actions of big business competitors.