This full-face display of Mother’s Day cards on the lease line is working a treat.
The display catches attention of people walking past. They can browse the range without having to touch anything. That the display is not crowded / overloaded is key I think.
The full card is on show – meaning the full creative investment can be leveraged rather than the usual top third that we so often see in card fixtures in Australia.
The display has worked so well that we have had to shift stock around to fill gaps, which is a good problem to have.
The jury is out on Mother’s Day, especially in Victoria with stage 3 restrictions still in place. It’s hard to figure out how it will play out.
Shopping malls in the city and suburbs are not back yet, not even at 33% of traffic. I expect high street stores to have a better season than shopping mall based stores. That said, I expect most mums will not get a visit Sunday, meaning that card purchases will need to have been considerably earlier this year as posting anything now is too late. Online has benefited too, which is good for those with that opportunity.