We put this beautiful nativity set out today, in the window, priced at $279.99.
Within two hours we sold two. A couple of hours later, we sold a third. We have ordered more given that it is early in the Christmas season. We have been able to keep a set in the window until the new stock arrives in the next couple of days. This is important as it draws people to the shop.
I hear often from newsagents that they cannot sell gift and seasonal items priced at more than $20 to $30. This shop where we had this success today is in middle class Australia. Plenty of nursing homes, self funded retirees and families, where money is tight. The right product in the right location can help us see what is possible.
What we discovered is that a nativity scene purchase is an emotional purchase.l Emotional purchases are less about price.
$839.97 in revenue from this one product in a couple of hours is terrific. We have banked the margin dollars before the supplier invoice is due. The margin dollars made equal more than 1,200 newspapers or more than 370 top selling weekly magazines.
The shopper for the nativity also appreciates the rosary beard, religious cards and other religious themed Christmas and everyday gift items. The attraction from a simple window display discovers a new shopper who could shop all year round, someone who would not have thought of a newsagency for this purchase.
I appreciate a nativity set at $279.99 is not for everyone. My suggestion today is challenge yourself. At the very least, think about it. Be open to a product you would never usually stock showing you what could be, showing you how the right product in the right location could bring in new traffic.