The diary market is as strong as ever. Sales of 2012 diaries beat 2011 by more than 10% and sales of FY12/13 financial year diaries will easily beat FY11/12. This is a space newsagents own. Since Officeworks plays here but they do not maintain range like we do. Their prices are not great either – we are being them more than not and we are maintaining a good margin.
Our strategy for Financial Year diaries is the same as it is for most products in-store. We focus on brands. Shoppers tell us they trust brands. Brands support us by spending on marketing. It’s a win win. Generic products and cheap brands which are not recognised brands are not investing for our benefit.