There has been a flurry of Christmas product pitches and offers from suppliers to newsagents and other retailers over the last two weeks.
I think there are several reasons for this.
- Supply chain challenges have seen stock arrive late with some suppliers. They were too wary to push what they did not have. Meaning they now and limited time to push.
- Some others suppliers have over ordered on the back of strong 2021 and 2020 and have not allowed for any post-Covid (even though we are not retail post-Covid) trading situation change.
- Some are engaged in the usual end of year warehouse clearance for Boxing Day sale opportunities.
- Some are approaching new channels because of bumpiness being experienced in their traditional channels.
These and probably other reasons have combined to provide us with more product pitches now than is usual for this busy Christmas time of the year.
It is a lot of noise in an already challenged retail situation with strong trade, staff scarcity and patchy retail conditions.
I am okay with the changes and that suppliers want to pitch what they want / need to move. What I am not okay with is the nosiness, demands and pressure of some. What they think is a good offer may not be and some suppliers don’t realise that their view may not be the view of the retailer.
A couple of suppliers have recently asked me what they can do to boost Christmas sales. I’ve said it’s too late, there is nothing to do now as most retailers have their Christmas plans well and truly set. Any pitch now needs to be out of the box compelling at a level that demands attention. I’ve said unless it is that, don’t waste retailer time as they are too busy.
Oh, and by out of the box compelling, I mean a discount so good that the retailer can sell at half price and still make better than average margin. I appreciate that’s a tall ask. But, if you want attention from retailers in the next few weeks, that is what it will take.
While Christmas sales are excellent, and Boxing Day should be goon=d in states with it, most smart retailers planned for these opportunities early this year, making current pitches very late.