I love last minute Christmas shoppers in the newsagency
Their eyes dart nervously, their movements a blur of panic. Yes, I’m talking about the last-minute Christmas shoppers, those adrenaline junkies who leave their festive preparations to the eleventh hour. They are typically male and can be aged anything from 18 to 80.
While they may emerge a few days before the big day, it’s in this last week that these thrill-seekers truly shine. They’re a joy to watch, a pleasure to serve (their gratitude is palpable), and a boon to our businesses. Some will buy anything.
I’ve seen plenty of these last-minute shoppers. I chatted with one who confessed to the thrill of the chase. One guy I spoke with loved the challenge of finding gifts for ten people in an hour. He refuses to shop before the last week. Another guy I spoke to had a list of names and an amount next to each. His method is to always go with the first idea – it’s better than them getting nothing he said.
We configure the shop to serve these last minute shoppers, placing products close so they can do the fast shop they want. It works a treat.
Last-minute shoppers are unique in my experience. They thrive on the chaos, the urgency, and the thrill of the chase. They’re a reminder that sometimes, the best-laid plans can go awry, and that a little spontaneity can add a lot of excitement to the holiday season. They make retail more interesting.
This Christmas season has been a resounding success.
Why your local newsagency is the BEST place to shop for Christmas cards this year
When it comes to finding the perfect Christmas card, support your local newsagent, a local mbusiness that supports the local community.
Here’s why you should choose your local newsagent:
- Aussie made. Many local newsagencies sell Australian made cards. Buying Australian made cards puts more Aussies in work: card designers, card writers, local printers, local card finishers. These are all local jobs that benefit our wonderful country.
- A Local Touch: Your local newsagent is a part of your community. When you shop there, you’re helping to keep local jobs and supporting other local businesses.
- Giving Back: Many newsagents offer a range of charity cards, supporting organisations like the McGrath Foundation, Make-A-Wish, Beyond Blue, and the RSPCA. By choosing a charity card, you’re not only sending warm wishes but also making a positive impact.
- Endless Choices: Newsagents have an incredible selection of Christmas cards. From funny to heartfelt, there’s something for everyone. You’ll find a wider variety of designs and messages than at big-box stores.
- The Perfect Pair: Many newsagents also offer gifts across a range of price points.
- Easy Shopping: Newsagents are known for their convenience. You can quickly grab your cards and gifts without the hassle of big crowds.
By choosing your local newsagent, you’re not just buying a card; you’re supporting your community. So, this Christmas, let’s spread some cheer and shop local.
Remember: When you shop local, you’re making a difference, because we’re making a difference.
Shopping local stimulates the local economy by keeping money within the community, supporting local jobs, and fostering a vibrant business environment. When you choose to shop at local businesses, you’re contributing to the unique character of your neighbourhood and helping to preserve its cultural heritage. Additionally, local businesses often have a strong commitment to sustainability and ethical practices, offering products that are environmentally friendly and socially responsible. By supporting local businesses, you’re making a positive impact on your community and the planet.
Your local newsagency is a vital local business. They choice you make to shop there is one for which everyone who relies on the business is grateful.
Have a wonderful Christmas.
The Lottery Corporation takes a stand on tobacco in its retail network
The Lottery Corporation has recently written to its retail network with an updated position on the sale of tobacco:
The recent media attention given to the illicit sales (i.e. sales not permitted by law) of vapes and tobacco products has resulted in some adverse publicity and brand risk for retailers who sell lottery products in addition to tobacco products.
While we acknowledge that the vast majority of retailers do not engage in these activities, this heightened scrutiny is a reminder that retailers must always adhere to the law and act with integrity, fair dealing, and ethical conduct under the Business Operational Requirements outlined in Clause 4.2 of the Franchise Agreement.
The Lott will now ask whether retailers sell tobacco products, and where a licence or registration is required confirm that retailers are licensed or registered, as part of the Site Survey program commencing from Cycle 3 FY2025 on Monday 6 January 2024.
This new process will involve our Site Survey partners confirming you have a valid tobacco licence or registration, taking a photo of it and noting the expiration date.
The associated Outlet Procedures Manual update notification will be available on Retailers Web from Tuesday 17 December 2024.
Any lotteries retailer found to be engaging in the illicit sale of vapes and tobacco products will be in breach of their Franchise Agreement and risk termination.
This is a good move given inaction by federal and state authorities in relation to the sale of illegal tobacco and vape products. It will be interesting to see the extent to which TLC backs up their note with action.
This is a big issue for TLC since they proudly promote values that one could argue are not aligned with the sale of tobacco and vape products at all.
We believe in building a better tomorrow, which for us means making real change for our customers, small businesses, our charity and industry partners and government stakeholders.
I wonder, too, how their support, even if it is indirect, is viewed by the health and community groups with which they are aligned.
Some retailers promote tobacco as they know it leverages well off the lottery traffic. Since the TLC retail network is franchise network, TLC has a significant role to play.
It will be interesting to see how this issue plays out in 2025.
Why is there a surge in newsagencies offering tobacco products in their shops?
It’s an odd trend that’s been emerging in the newsagency channel. More and more, we’re seeing new owners take over established newsagencies and, against all logic, introduce tobacco products. This is puzzling, to say the least.
The profit margins on tobacco are slim. The pool of tobacco-buying customers in Australia is shrinking. And let’s not forget the association with crime, with tobacco outlets becoming targets for attacks. It’s a category that doesn’t sit well with other, more desirable products like high-end gifts, toys, and greeting cards. Plus, the retail fixtures needed for tobacco take up valuable space that could be used for higher-margin items.
I understand that newsagents with a long history of selling tobacco, who’ve built a solid business around it, may choose to continue. But I’m particularly intrigued by those who are new to the industry and are actively adding tobacco to their mix.
Back in the late 1990s, when supermarkets started ramping up their tobacco sales, many newsagents saw the writing on the wall and made the decision to quit. I was one of them. In 1997, we chose to focus on more meaningful products and free up valuable counter space.
Today, I estimate that less than 20% of newsagencies still sell tobacco. However, I’ve noticed a recent uptick in the number of outlets that have added this category. It’s a baffling trend, especially when you consider the negative aspects.
Just the other day, I drove past a newsagency that had recently changed hands. The new owner had removed stationery and gifts and replaced them with tobacco products. This, despite the fact that there are four other tobacco outlets within a short distance. It just doesn’t make sense.
Ultimately, retailers are free to run their businesses as they see fit. But I can’t help but wonder if there’s a strategic reason behind this trend that I’m missing. Perhaps there’s a short-term gain that outweighs the long-term costs.
I believe there are far more positive and profitable product categories that can help newsagents differentiate themselves and attract new customers. Categories that complement lucrative items like greeting cards.
So, why are newsagents adding tobacco to their shops? It’s a question that continues to puzzle me.
The collectibles marketplace is stronger than ever and newsagents are well located to leverage this
Sales of collectible products are stronger than ever. from the $10 trading card products to $10,000 mint coins to limited edition plush items priced at $150 or so, collectors are collecting at greater numbers than ever.
The strong marketplace is boosted by people now collecting as a side hustle. There are several groups across a range of collector niches that are driving the growth here.
The $650.00 per set Major League Baseball product released yesterday sold out in a few minutes, exceeding expectations. The new Pokémon card set released earlier in the week sold out in no time.
Collectors and flippers (those buying and flipping as a side hustle) will travel a distance to make their purchase, some will travel several hours if they can be sure of getting what they want.
I know of newsagents doing over $150,000 a year in this space, some even more. My point is this is a growth opportunity. You can turn the stock a month before you have to pay for it and you can attract shoppers who are basket efficient – plenty buy other items when they are in the shop. You achieve basket efficiency by smart buying, leaning into opportunities related to a licence or appropriate aligned with the collector’s interests to drive a deeper basket.
Consider Pokémon for a moment. There are currently 9,100,000 searches a month online in Australia for Pokémon. That’s 50% more searches in Australia than Disney achieves.
Having products that are so sought after positions us well. It helps us make more money. It makes our businesses more valuable.
Collectibles are a valuable opportunity for newsagents.
AI tech is moving at a rapid pace – there are opportunities for newsagents
Okay, the background is not ideal and the voice is not as natural as I’d like BUT AI generated videos and scripts have come a long way in the last few months. This lady loves cards and newsagencies.
I’m not planning on using the video publicly except here. I am sharing it to show what can be created in a couple of minutes using the latest in AI video generation. This AI world is evolving rapidly, at a pace faster than even AI experts predicted a few months ago.
There are many ways in which AI will play into opportunities for small business retailers, like newsagents. In the Tower software, for example, several AI options were released two years ago to help newsagents create better product descriptions faster.
AI-generated videos can reduce the need for professional videographers and editors, saving significant costs. AI can compile and showcase customer reviews in video format. AI can quickly produce eye-catching video ads for special occasions and promotions.
Recent advancements in AI video generation have been nothing short of revolutionary. Models like RunwayML Heygen and Stable Diffusion have pushed the boundaries of what’s possible, enabling users to create stunningly realistic videos from simple text prompts or even existing images.
One of the most exciting developments is the ability to animate still images, bringing them to life with fluid and natural movements. This has opened up new possibilities for creative expression, allowing artists and designers to animate their artwork in ways that were previously unimaginable. I made a video with a photo of me and was shocked at what it could create from one still image.
Another significant breakthrough is the emergence of AI-powered video editing tools. These tools can automatically identify and remove unwanted objects from videos, enhance video quality, and even generate entirely new video content based on existing footage.
Now, in all of this, there are opportunities for local small business retailers to not use AI and be genuinely human, to be real. The challenge is that this new AI tech will flood platforms with content, making your human content harder to notice.
The skill to consider developing right now is smart promoting iof AI tools so that the content generated for you is from part of you and reflects you in one way or another, a part of you that speaks to the message of your business.
Check Christmas trading performance in your newsagency
Run a comparison report comparing performance in your business from November 1, 2024 to December 9 2024 compared to the same dates in 2024. If your business is like I have seen from plenty of other businesses today you should be seeing:
- Card sales up 9%.
- Gift sales up 21%.
- Plush sales up 16%.
- Toy sales up 15%.
- Book sales up 12%.
- Stationery sales up 4%
- Magazine sales down 11%.
- Newspaper sales down 12%.
These are the average results from 20+ different businesses. All high street though, no shopping centre businesses. Mor regional and rural than in the city. The best news is in the top five numbers.
In each of the businesses from which I have drawn data, they have made a conscious decision to pursue growth in one or more parts of the business while, at the same time, at least maintaining decaying product categories (i.e. not actively harming them).
What is most interesting in the data is that in more than half the businesses the growth was achieved off a flat transaction count. These businesses are getting existing customers spending more.
My point is that there are newsagents growing their businesses, achieving results of which they can be proud, results that deliver a healthier P&L.
Data like this is easy to access. if you have the industry standard Tower newsagency software, use the Monthly Sales Comparison Report. It’s the benchmark report for this type of analysis. I love this report. In seconds you can have your results and compare where your business is at. It’s the report I use.
I know of newsagents who wait for their accountant to produce a report on business performance. I think that takes too long and is too expensive. You can run this report today and have in no time at all valuable information to guide more moves you can make in your shop. Waiting for a non-retailer to tell you how you’re doing is old-school and, usually, unhelpful.
Take a look at your numbers. If they differ considerably from what I have noted here, reach out. I’d be happy to take a look for you. I am keen to help newsagents run healthy and profitable retail businesses.
Our channel has come i9n for some negative reporting in the media this year. The best response we can have is to grow our businesses and, with this, flip the bird at ignorant reporters and media outlets.
A note about mental health and newsagents
Balancing the demands of a small business with personal life is a constant challenge, and often lonely. For many newsagents in 2024, this balancing act has become even more complex due to economic situations, new competition, and shifting supplier dynamics.
Too often, changes are forced on newsagents without care as to the personal impact.
Sadly, some people find the weight of these pressures unbearable. Recently, our channel lost colleague who chose a tragic path. The pain their loss has no doubt caused loved ones and colleagues will be felt for a long time.
We are not alone in life, no matter how challenging the situation. If you or someone you know is feeling overwhelmed, please reach out. We know form health carer professionals that talking about suicide with someone may reduce the risk.
Signs of distress can be subtle, they can be a cry for help. If you notice changes in someone’s behaviour, such as withdrawal, increased irritability, or a sudden decline in performance, talk and offer support. A simple conversation can offer comfort and understanding.
Remember, you are not alone. If you are struggling, please reach out to a mental health professional or a crisis hotline, please talk with someone.
Here are resources that can help:
- Lifeline has an excellent 24 hours help line 13 11 14.
- Beyond Blue also offers a 24 hour counselling service: 1300 22 4636.
- In Victoria, the Suicide Line is a 24 hour service: Call 1300 651 251.
Let’s all of us in our channel work harder to create a supportive community where everyone feels valued and heard.
I feel for the family and colleagues of the newsagent who recently felt they had no path forward.
How a no-frills POS software connected Shopify website has added $4,000 a week to my newsagency in the last 4 weeks
A few months ago, I embarked on a small experiment: building a website for a local suburban Melbourne shop, my newsXpress Mount Waverley shop, on a tight budget and following the advice I give to other retailers.
The goal was to test the waters: to see what could be achieved with minimal investment, to see if the advice provided, when followed, is financially valuable.
Starting with a modest product range, the website quickly began generating sales. As I discuss in this video, which was shot late last week, in the seven weeks to filming, this simple online store has raked in over $18,000 without any additional marketing spend or inventory investment.
In the last week sales have surged further, the website has delivered over $5,000 in revenue in seven days. Not one sale has been to an existing customer. On top of this, the website has driven excellent growth in in-store shopper visitors: they find the product on line, find out where we are, and they shop in-store.
This video takes you behind the scenes on what we have been able to do through the Hugs and Love website integration with our Tower Systems newsagency POS software into the Shopify website.
The Hugs and Love website (www.hugsandlove.com.au) is a prime example of how seamlessly integrating Tower Systems POS software with Shopify can streamline online sales and fulfilment processes for local businesses. This powerful combination allows businesses to efficiently manage their inventory, process orders, and fulfil purchases both in-store and online. By leveraging the strength of these two platforms, local shops can:
- Expand their reach: Attract new customers and increase sales beyond their physical storefront.
- Simplify operations: Streamline inventory management and order processing, saving time and reducing errors.
- Enhance customer experience: Offer a convenient and efficient online shopping experience.
The experience with this website has been valuable in helping us see what is possible in the shop.
I am always telling retailers who are creating their first website to launch early and launch often. Where we started with Hugs and Love in terms of products is different to where we are at today. We quickly discovered opportunities, and we leaned (hard) into them. This has been a key factor in making money. It has also provided a runway into 2025.
I see newsagents, and other retailers, make mistakes with their websites, big mistakes, expensive mistakes. Keeping it simple and developing on a frugal budget is best. Having as much control yourself as possible is key too.
The most important advice that the Hugs and Love experience has reinforced is that a good website is a good plan B. It provides you opportunities outside of the shop you know, in case you want an option away from the shop.
Now, here’s the pitch: what I’ve done with www.hugsandlove.com.au is bring together the newsXpress retail experience and the Tower Systems newsagency software experience to create a solution that could work in any newsagency regardless of location or size. As I said, it’s a pitch. It’s also an explanation of how you can make money: take the Tower tech, the newsXpress expertise, a frugal budget and some of your time and you can achieve a return on investment that is likely to be better than the return you are getting from your shop today.
When we consider the newsagency of the future, one option is that it is this, it is playing away from the boundaries of your four walls and the expectations and restrictions of the newsagency shingle. It is about harvesting shoppers far away from your business, learning form the data they share and turbocharging your business growth with almost no additional capex, labour investment or space investment – delivering bonus net profit to your bottom line.
I’d be happy to talk one on one with any newsagent on this 0418 321 338 or mark@towersystems.com.au) , to take you further behind the scenes or to verify any of the information I have provided here.
Unfair treatment of small business retailers by shopping centre landlords in Australia and how you could help
I have been assisting a newsagent over the last two weeks in their lease negotiations. Their landlord, a well-known national business, is insisting on an annual rental increase of CPI + 2% and a similar increase on their mandatory marketing fund contribution. For this particular landlord the increase being sought in new lease agreements is more than in recent years – a consequence of the Covid years I suspect.
The landlord refuses to consider that a significant portion of what is sold in a newsagency, even a newsagency that has transformed from the traditional, comes from products over which the retailer has little or no control on the sale price. Indeed, plenty of products in any Australian newsagency have experiences price suppression over the last five years, making newsagents worse off in real terms.
While the person representing the landlord locally appears to have no wriggle room on the annual increase, they have some capacity on the base rent. It’s not enough though to make this tenancy viable from my perspective, especially when you take on board the restrictions in the lease permitted use clause.
Through the retailer, I have provided the landlord with comprehensive data on product price history to support the request for a fairer approach to the annual rental increase as well as evidence of a typical ‘newsagency’ today to expand what is covered in the permitted use clause. They appear to be unswayed by the evidence presented.
Talking about the situation with a leasing consultant last last week, they commented that they, too, had noticed a toughening of position by several major national landlords in their negotiations with small business retailers.
I mention this today to people who stop by here, newsagents, suppliers and landlords, to encourage them to understand the pressure newsagents, especially those in major shopping centres, are under.
I ask that suppliers consider this when setting your product prices and determining the gross profit your wholesale model permits for retailers. Your decisions impact the capacity of newsagents to pay the lease cost hikes set by landlords.
I ask that landlords treat newsagents differently to other retailers who do have more control over their priced. Plenty of suppliers will back up what I have shared here.
I ask that newsagents actively consider the value of being in a major shopping centre. The value has diminished over the years. Better opportunities outside exist in many situations. If you are not happy with a lease, don’t sign it. If you have any concerns whatsoever about your capacity to fulfil the obligations of the lease, don’t sign it. If your lawyer on reviewing the lease recommends against it, don’t sign it. There are many other options.
With overheads (insurance, power etc.) up by 10% and more and the retail award expected to increase close to 5% again this year, newsagents are having to increase their sales by more than 5% and increase their overall business gross profit by one or two points to not fall behind let alone move ahead.
In my work with the newsXpress group of 200 newsagents, the key focus right now is about:
- Maximising the gross profit on every item over which they have price control.
- Maximising shopper visit efficiency (from a deeper basket each visit).
- Maximising shopper value: bringing the shopper back sooner.
- Maximising stock turn and thereby maximising return on inventory investment.
- Maximising return on labour spend: by working on operational efficiency.
Back in the day, when our channel was a government protected monopoly, these things did not matter. Opening the shop door in the morning was all we needed to do to thrive. There was plenty of business to cover parts of the business that were not performing well.
Today in newsagency businesses, every supplier, every product, every staff member must perform. There is no slack to cover failure. (Suppliers take note.)
Also today, newsagents must play further afield, further away from what has been traditional for newsagents. Fashion, coffee, greenlife, licenced product and online are all areas of tight focus for our community. We especially like exploring products people might never consider offering in a newsagency.
It’s hard work every day. It’s what we signed up for, all of us in retail and in this channel.
When you choose a card company for your newsagency, choose for profit over friendship
Some card companies invest heavily in hiring people good at making prospective customers feel good. Often, they arm them with an expense account for lunches, dinners and coffees. They also give them some cash to splurge to buy your business, cash for fixtures and other things.
None of this matters if you end up with greeting card products that do not perform as well as products from another card company.
Be wary of card reps offering you lunch, dinner or cash to spend in your business.
Any company selling products that uses cash or ‘friendship’ to get you to buy from them should be viewed with skepticism in my opinion as these things take your focus form their products.
Historically, some of the big card companies in our channel built their retail network on ‘friendship’ and other ways of buying business. I know of retailers who subsequently switched card companies and benefited from double-digit sales growth.
Card sales are strong this year. Here is the topline summary data for one of my shops comparing the last month with the same period a year earlier.
Strong results: 16% up in unit sales and 10% up in revenue.
For everyday captions, the results are even better: up 31% in unit sales and up 27% in revenue. This growth achieved without a card company change – it’s the card company working with us to maximise the opportunity for both our businesses.
This is what matters, it is all that matters: growing revenue, and profitability, to make the business more valuable for all stakeholders. This matters more than a free lunch or some other glad-handing.
I know of a newsagency business that changed hands recently and within days a card company rep was in there greeting the new owners and inviting them out to dinner. The new owners, in their first ever business, felt loved and accepted the invitation. They didn’t think they might be schmoozed into a decision that may not have been in the best interests of their business. Thankfully for them they realised the game being played before they signed an agreement.
Prioritise suppliers who help you make more money in your business, they are more valuable to you than ‘friendship’ or a free meal.
Cash continues to trump points in the loyalty stakes in newsagencies
Since Tower Systems launched discount vouchers in its newsagency software in February 2013, they have lead in the loyalty stakes, helping to drive terrific sales for newsagents.
I hear stories regularly of how shoppers have behaved on receiving a voucher, often looking around the shop for something else to purchase. The bigger the discount offered the more engaged them become in my experience.
The $11.18 discount offered on the voucher above will typically have no real cost to the business since the business has settings options with which to encourage shoppers to spend more than they might have usually spent. This is what a good loyalty program is about – encouraging shoppers to be more loyal than traditionally.
Discount vouchers are perfect for the times in which we find ourselves today: offering a cash discount off their next purchase captures the mind of and budget-conscious shopper.
Another thing to love about discount vouchers is that they are owned and run by the store, thereby helping to drive overall store performance. This is better for the local business than a specific supplier funded loyalty program that only seeks to drive sales of products from that supplier. That type of loyalty tends to be of lesser value to the local store.
The best loyalty program is one that lifts the overall business performance, rather than merely shifting sales between suppliers.
Points based loyalty programs have been ruined by supermarket behaviour. Most customers would not know the dollar value of a point if asked I suspect. My thinking is the value of points is the inverse of the money spent by a retailer promoting their points. Noisy points program marketing = lesser value for consumers.
Looking at shopper basket data from plenty of newsagencies where discount vouchers from the Tower Systems newsagency software has been used I can see that magazines continue to benefit – the magazine department accrues the least value in voucher dollars yet it benefits the most from purchases made with a voucher as part payment. There are some departments, however, where vouchers accrued and redeemed tend to match, demonstrating terrific efficiency.
If you are one of the 1800+ newsagents with the Tower Systems newsagency software and you’re not using discount vouchers, check them out, they could deliver a terrific bottom line performance boost.
Ditch the notion of the newsagency as a hub of the local community, warm fuzzies don’t put money in your bank account
It’s nice talking about the local Aussie newsagency as a hub in the local community. It warms the heart. Aww.
I can’t think of a community hub that is commercially successful, and commercial success matters since owning a newsagency is a commercial pursuit above a community activity.
Profit matters, every day. Profit is what pays people, pays off your loan(s), pays suppliers, puts food on your table, educates your kids and gives you a nest egg for future happiness and comfort.
A community hub is likely not as focussed on profit as those who rely on your business might like.
The newsagency as a community hub spin is put about in the media and at some newsagency channel functions because it is an easily understood feel good. It’s not practical tho. In fact, I think pitching the local Aussie newsagency as a community hub is ignorant and lazy. In recent months I have heard a few people who are not newsagents themselves make the pitch, because they want the feel good story some in the media unquestioningly publish.
I heard a supplier representative make the community hub pitch – a supplier that sets newsagent margin way too low and themselves not respecting what we bring to the table.
I heard a representative of an association talk up newsagents as a hub of the community when asked about the future of the Australian newsagency. They had nothing else to offer other than the cliche.
Our channel deserves better than this.
The best local Aussie newsagency is one focussed on profitability, a business with a plan for growth in new shoppers, deeper baskets and above average gross profit percentage. It’s a commercial business that puts the needs of the business and those who rely on it ahead of any local community needs.
Now, none of this suggests you should not be engaged with your local community. Of course you should be engaged. But, community engagement is not your reason for being in business. You’re in business for the financial reward, as everyone who relies on your business for income will / should want.
The type of community engagement that could work is hosting a community noticeboard, supporting local community organisations and being seen out in the community.
One type of community engagement that I think is a waste of time and money is being the retailer of last resort by stocking items that no one else in town carries. The only stock you should carry is that which is profitable for you to carry. Another type of community service that I think is a waste is opening for more hours than is commercially sensible.
Every decision you make in and for your retail business should be in pursuit of maximising the profitability of the business as that profitability is the foundation of the value derive from the business each day and when you decide to sell. Seeing your business as a community hub first and foremost most likely denies you the opportunity if maximising profit.
Personalised local Christmas cards are a hit
We are loving these personalised Christmas cards because customers are loving them. They show off local wonderfully in the design and that they are made locally to us.
It’s small touches like this that can enhance your local connection and encourage local support. We have found a range of suppliers through which we can do this, including this wonderful local card supplier. We continue to seek out more.
These cards are also helping us drive basket depth at the counter as they are an easy impulse purchase.
newsXpress funds card marketing program offering $500 worth of cards as a prize in each participating store
newsXpress has launched the Christmas in-store prize for its Seasonal Edge program – a program giving newsXpress members free prizes valued at between $350.00 and $500.00 to give away to a lucky winner in each newsXpress store.
newsXpress head office is funding the promotion. With membership growth, the investment is over $400,000 being spent to drive sales for newsXpress members.
newsXpress members have been provided digital collateral as well as professionally printed large-format posters for in-store display.
The promotion runs from now to the close of business December 24, 2024. Each card purchase is an opportunity for a customer to enter. Members get to manage this how you see fit. They can give an entry for each card in a purchase, or one entry per purchase.
The sole goal of this promotion is to help newsagents win more card sales.
It’s not supplier specific or card caption specific. This way customers aren encouraged to consider all cards and thereby, hopefully, shop the card department deeper than may usually be the case.
The first Seasonal Edge promotion was Father’s Day this year. Card sales in the month leading up to Father’s Day spiked, delivering industry leading same-store card sales growth in participating stores. This is what Seasonal Edge is all about.
newsXpress members don’t pay extra for it, it’s a bonus of being in the group.
Over the years I have seen too many supplier funded promotions that seek to drive sales for one supplier. In creating Seasonal Edge it was important to me that it served the needs of the retailer ahead of any single supplier. This is at the heart of the make up of this campaign. As we saw with Father’s Day, it works. The business is a winner, along with the lucky customer who wins the prize.
I know retailers love the promotion. I see it in their engagement in-store as well as on social media. The truly smart retailers use this on social media to drive shopper traffic, enhancing the win they achieve from the promotion.
While there is plenty of marketing noise leading up to Christmas, this campaign gives newsXpress members something different through which to pitch their businesses.
GNS updates newsagents on Collins Debden 2025 diary delays
GNS sent this comms out to newsagents and it is more useful than the say nothing comms from Collins:
Dear Customer,
We’re excited to announce that some of our diaries have arrived from Collins. Here’s what you need to know:
Limited Stock Available – We have received some diaries in stock, and these vary by state. We are currently prioritizing fulfillment based on the order in which they were received. If you’ve already placed an order, rest assured that we’re working hard to get it to you soon! While stocks start shipping this week, we will mainly be clearing backorders in our system over the coming weeks due to the Australian market delays caused by Collins Diaries 3PL challenges.
Awaiting Further Deliveries – We are still waiting on additional stock, and unfortunately, Collins Debden is unable to provide any ETAs or solid updates regarding these outstanding deliveries. We appreciate your patience as we navigate these delays.
First-Come, First-Served Fulfillment – Orders will be processed chronologically, so those who ordered earliest will receive their diaries first.
We appreciate your patience and are committed to getting these out to you as quickly as possible.
If you have any questions or need assistance, please feel free to reach out to either your GNS representative or our Customer Service team.
Meanwhile, Collins Debden 2025 diary delivery delays continue.
Excellent charity boxed Christmas cards kick off 2025 Christmas card season sales
I am seeing excellent newsagency charity boxed Christmas card sales already this year with sales significantly up on 2023.
For one of my newsagency businesses they are up 20%, off a strong number from 2023.
This growth has been driven, I think, by a few factors:
- An expansion of range. We have 50% more designs than last year. We source our cards from five different suppliers.
- The ability to capture sales online – 90% of online sales are to people nowhere near the business.
- A focus on charities first. Customers can buy by charity and many are. Boxed Christmas cards used to be arranged by design theme: religious, Australian, humour etc. Our charities first approach is paying off. Smart card publishers provide details on card packaging and the cards about the charity being supported, offering another engagement point for customers.
- A secondary focus on Australian designs. Smart card publishers promote the Australian artist connection on their external product packaging.
- Going out early. The money we have stock it is out and being pitched.
- Marketing to previous customers. We know who they are and reach out to them to let them know what’s new and in.
- Tactical in-store placement so that every shopper passes the cards as they enter and leave the shop.
Charity boxed Christmas cards are a good fit for any newsagency business as the charities are local and this fits with the localness of the typical newsagency business.
On the topic of online sales, on Melbourne Cup day one of my shops that was closed for the whole day did over $500 in sales of charity boxed Christmas cards. That’s a good result given nothing was spent on marketing to achieve this. The key to the online success is the SEO work I have done to drive ranking for this website.
Charity boxed Christmas cards are an excellent opportunity for our channel. I think anyone not embracing them should consider doing so. They are an easy win, and they are a terrific opportunity to do good, I especially like this connection.
For a financial reference, for many years in my various newsagencies, sales of charity boxed Christmas cards have been 3 and, often, more times the dollar value of sales of single Christmas cards.
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My newsXpress newsagency marketing group has, for many years, provided guidance and help to its members to maximise the charity boxed Christmas cards opportunity. Some of what I have covered above is based on that advice.
Website sales back office fulfilment advice for small business retailers
Yesterday, Anthony from the newsXpress business and I talked through some of the back office fulfilment setup and processes in place for several consumer-facing websites we operate through the newsXpress business. It may be useful to any newsagent with a website for their business or considering one for their business:
The video is part of a series for Tower Systems on management of a website and streamlining in-store processes.
Getting sales online is only the first step in success from an online business. Back office fulfilment is key to cost management and mistake mitigation.
Advice for newsagents selling online – dealing with the challenge of shipping pricing
Retailers, small business retailers especially, can get stuck on what to do about a free shipping trigger point for their website and the actual shipping charges they apply.
We have see it slow the process of getting their new website live.
After looking at many websites across a range of product categories I have some advice that I hope is helpful. I made this video yesterday:
For the free shipping trigger, if you are not sure where to start, start with $100. Experience with the website will soon guide you as to where you might adjust this. Adjusting the free shipping trigger is easy. Where you land really depends on your own business.
What you charge for shipping, when you do charge, needs to be simple and understandable. Too often we see retailers over complicate this. If you are not sure where to start, choose a number: $10, $12, $15, any number, and start there. Once the website is live, shopper engagement will guide you on where to land.
Every online business has shipping costs. Be careful to not be sidetracked by big competitors that pitch free shipping. Sure, there are shoppers who chase free shipping. There are more shoppers who appreciate reliability, personal service, care with packaging and, most important, of all, immediate availability of stock.
The advice in this video is part of a series of short videos Tower Systems is creating for retailers having websites built by the company and connected to its POS software. The advice in this video is not Tower specific.
The goal of the video is to share information that helps you make an informed decision faster, to overcome a common hurdle on the path to getting live with your website.
Deciding on the right free shipping trigger for your website involves several factors:
- Shipping Costs: Calculate your average shipping costs to determine a sustainable threshold for your business. The trigger should cover these costs and ideally contribute to your profit margin.
- Customer Behaviour: Analyse your customer data to understand their average order value. Set a trigger that incentivises customers to exceed this value.
- Competitor Analysis: Research your competitors’ shipping policies. You could choose to offer a competitive or more attractive free shipping offer.
- Profit Margin: Ensure the free shipping trigger doesn’t significantly impact your overall profitability. Consider the potential increase in sales versus the cost of free shipping.
If shipping costs are slowing you going live with your website, make a decision, any decision, and monitor shopper behaviour, adjust as you learn.
Collins Debden pitches its diaries direct to consumers
It is challenging seeing a supplier you have supported for years go out with a direct to consumer pitch. I didn’t plan to write about Collins Debden today. An email from them this morning caught my attention.
This is a Collins Debden direct to consumer pitch.
They added me to their marketing database, without my permission. Their email includes a compelling offer:
They end with a offer of social media connection. If only they were this engaged with small business retailers of their products.
I am surprised that they are promoting direct to consumers when they are so far behind with shipping to retailers. Their fulfilment processes are strained and unable to get product to shops on time. Why would an individual feel they could fulfil a single order on time, unless Collins Debden is prioritising their direct to consumer orders. I have no idea whether that is the case tho.
I am tired of suppliers going direct after years and decades of support from retailers like us to drive brand awareness and engagement. They could not go direct as they have if we had not supported as we have.
A supplier going direct demonstrates disrespect for their retail partners. Them doing this while they are party to delays in supply to retailers is appalling. It is a failure of social responsibility on their part.
Thinking about this issue of a supplier going direct more generally …
There are ethical considerations to consider when a long-term supplier decides to go direct-to-consumer.
- Fairness and Trust: The supplier’s decision may impact local retail businesses, potentially leading to lost sales or revenue. A good supplier will be on the front foot and engage in open communication on how to mitigate any negative effects. A bad supplier will make the move and not discuss it with retailers.
- Customer Relationships: Customers may be confused or disappointed by the change. We need to be transparent and communicate clearly with them to maintain trust and loyalty to our business. We need to tell them what has been done to us.
- Competition: The supplier is likely now a direct competitor, impacting your market position. Consider how you can differentiate your business and offer unique value to your customers. Look for alternative products that will serve your customers.
Ultimately, the ethical approach involves maintaining open communication, acting with integrity, and prioritising the needs of your customers.
Collins Debden 2025 diary supply challenges are hurting sales
We are missing out of revenue from the certain sale of Collins Debden diaries as a result of supply challenges within the Collins Debden business. I have heard from plenty of newsagents in the same situation.
Approaches to the company over the last two months have resulted in what I’d describe as spin. They have not resulted in any stock being delivered, which is frustrating since Amazon Australia appears unaffected by the supply challenges.
That Amazon has stock of what newsagents could be selling right now opens the question of whether the supply delay is part of a recalibration of the go-to-market strategy at Collins Debden. I this is a reasonable question to have when you see a major competitor of stock while yuou have no indication of when your stock will arrive.
While some newsagents have covered diary sales by accessing stock elsewhere, most cannot since the typical diary shopper is brand loyal. That brand loyalty will see them buy wherever they can find the Collins Debden diary they want. This is where Amazon having stock plays out negatively for newsagents. I first heard about Amazon being able to supply from a customer who was frustrated that we did not have stock.
With newsagents aware of cost to their business from the lack of supply by Collins Debden, I anticipate there will be claims against the company for lost sales as well as claims for financial support to move diaries when they do finally arrive. In my opinion, the company would do well to thoughtfully consider how it supports local small business retailers who have been without stock now for close to two months while a major competitor, Amazon, has had stock.
How Collins Debden handles the situation, outside of fixing the supply issues, will speak to the interest the company has in its local small business retailer network. I know plenty of retailers will be watching the situation. I wonder, too, whether there are any matters for regulators here. For example, if there is evidence of preferencing a big retailer (Amazon) over local small business retailers, could that be captured in regulations supporting small businesses.
Like all newsagents who regularly stock Collins Debden diaries, the best solution would have been on time supply and the second best solutions would have been diaries supplied a few weeks late. As of this morning, we are considerably beyond that, with the situation made worse by inadequate communication from the company.
News outlets talk newsagency businesses down, how can we change the narrative?
Newsagencies in decline as demand for online content outstrips print media.
It’s a headline from an ABC news story a few months ago, a story published online, on radio and on TV. I wrote about it here at the time.
The story, reporting on the closure of Mansfield Newsagency in Victoria, failed to adequately report on the state of Australian newsagencies. So called experts failed to present accurate current information about the health of local newsagency businesses.
While there have been newsagency closures, the numbers are not huge, not as big as we see in retail channels.
The ABC News story is another in a series of reports by the ABC and other mainstream media outlets in Australia to properly report on the state of Australian newsagencies. While there are businesses struggling, there are more thriving, growing.
Let’s all work at pushing back on the cliché narrative about our channel.
Rather than complain about the failures of news media and some others to adequately represent our channel, here are steps I think we can all take in our newsagency businesses.
On social media, engage with content that is different to what people expect from a newsagency. That means posting less about magazines and lottery products and more about unique gifts, clothing, books and toys you may sell.
In your social media posts, talk about what you love, and why. Write your gratefulness for local Aussie products you have been able to find for your business. Appreciate local community groups you can support thanks to the support of your customers.
In your front window pitch products people do not expect to see in their local newsagency. Your front window display has one job: to get people to notice it. Hopefully, they stop and look, and then step inside. Your window display must crash assumptions. It must be bold.
At your counter pitch products people do not associate with a newsagency counter. This means no chewing gum, everyday candy or similar. Have products people don’t associate with you. However, the need to be products easily purchased on impulse.
From the front door and for the first 3 metres inside the shop pitch products people do not expect to see in a newsagency. And, change how it is displayed weekly. You want people saying things like this is nothing like a newsagency or every time I come here it’s changed. These types of comments tell you that you are getting things right.
The key to each of these steps is you offering in your newsagency business products people do not usually associate with a newsagency. That means buying from suppliers who do not traditionally supply newsagencies or go to the trade shows you might typically attend.
Playing outside what is expected for your type of business is key to you pushing back against the narrative of mainstream media that: Newsagencies in decline as demand for online content outstrips print media.
The decline in print media, which is between 10% and 12% a year currently, has nothing to do with newsagency closures in my opinion.
Some newsagency shops close because the lease is at an end and the owner has plans for elsewhere. Most close, however, because the newsagency is not relevant to today, which brings us back to product. The products you offer in your shop are the best way you can state your purpose, show your difference, ensure your relevance locally, and online.
It’s hard work, every day. As retailers who own and run our own businesses, we choose this. Our future is ours to make, and in doing so we need to take every opportunity to push back against the ill-informed narrative about our channel put about by mainstream media.
A website for your newsagency could be a perfect plan b
Too often retailers think a website connected with their shop needs to reflect what they sell in the shop. While this can often work, it is not essential.
There are plenty of retailers, including newsagents, who run websites from the back of their shop, using the resources of the shop without additional overheads.
There are newsagents who started this way, with a website as a completely different business, who then discovered that the products sold through this other business could also sell in their shop.
I know of one newsagent who stumbled across the opportunity when unpacking goods for the website they ran from the back office. A customer noticed the items being unpacked, items you’d never expect to see even in an innovative newsagency. Soon enough this newsagent had a section for these products in the shop and attracted a whole new range of shoppers as a result.
I know of another newsagent who let a friend use spare space at the back of the shop to run a new online business. Soon enough the two were working together offering the online products in the shop once they discovered that something they never considered would work worked a treat.
A website connected with your newsagency could be a perfect way to explore what you could sell. That a website can easily reach many more times the people your shop reaches, it is easier to experiment. That it is new means you can experiment outside any boundaries you impose upon yourself in your shop.
This approach of experimenting completely outside what you do in your shop today is what I call a plan b., It’s you experimenting in pursuit of fresh traffic and revenue for your business, through which you might find a financially rewarding path beyond what the physical shop currently offers.
Websites are easy to setup and run, they can evolve too, as you learn more of what can sell.
By all means offer what you have in your shop online. Think, too, about the opportunities of playing completely outside what you do today and through this attracting revenue from shoppers you will never see and from products you thought you would never carry.
Connecting your website to your newsagency software is easy, offering one place for managing all inventory and all sales. This is time and labour efficient. It also protects against theft.
We had an idea for a very niche website for one of my newsagencies a couple of days ago. We have the domain name and are working on inventory. Always chasing change.