I have noticed a faster drop off in calendar sales in the first days of 2014 compared to last year. I think this is being driven in part by other retailers very heaving discounting in the lead up to Christmas. In one centre where I have a store the calendar outpost was at 50% off for three weeks prior to christmas. In another they got to 75% on some lines in the week before.
We have a small range left and are discounting at 40% and that’s where we will hold it as calendar shoppers now are less likely to be bargain shoppers and more likely to be necessity shoppers. At 40% and with our buying we’re making excellent gross profit.
There is even an opportunity for us to increase prices of 2014 calendars in the coming weeks as desperation rises.