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Father’s Day strong early in the season

While we know that around 60% of Father’s Day card sales are in the last two retail days of the season, already we are seeing year on year card unit sales up by 18% and revenue up by 21% – reflected in data to the end of last week. This is in a store that has been established in its current location for seven years, in a centre with another newsagency and many card competitors plus Father’s Day outposts.

Several factors are combining to play well for us including:

  1. Consistent pitching of discount vouchers. A shopper who is not a regular getting a voucher for some other purchase often looks for what else they could purchase, to leverage the cash discount on the voucher. Our Father’s Day cards are situated to leverage this.
  2. More consistent pitching of heartwarming Father’s Day cards on social media.
  3. Consistent placement of a changing cycle of Father’s Day cards at the counter.
  4. Launching a unique range of appealing and visually fresh Father’s Day targeted gifts that only twenty retailers in Australia have and using these as a traffic draw.
  5. Attracting shoppers to the season using a stunning bold signpost visual merchandising.

We are also consistently executing what has worked well for us in previous years: Father’s Day cards on the lease line, rewarding card shopper loyalty, Keeping the card range looking fresh. Sequencing cards in the display based on our knowledge of our shoppers.

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Greeting Cards

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