Australian Newsagency Blog

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Faster drop-off of calendar sales in 2014

Mark Fletcher
January 10th, 2014 · 4 Comments

cal2014I 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.


Category: Calendars

4 responses so far ↓

  • 1 Brendan // Jan 10, 2014 at 1:09 PM

    It must depend on the area we are in. We had strong calendar sales right up to and after Christmas. Currently discounting at 20% rising to 30% then 50% based on quantity. We’ll probably go to a straight 50% discount after Australia Day. I’m sure that our efforts to have the largest range in the area have paid dividends.


  • 2 h // Jan 10, 2014 at 1:45 PM

    I won’t have any calendars by Australia Day. Diaries are selling much faster than last year ( I only sold my last few 2013 diaries in November, I don’t see the need to discount them).
    I wonder if other stores have been bitten by overstocking in the past, leading to less stock around this year.


  • 3 Mark Fletcher // Jan 10, 2014 at 2:01 PM

    It’s interesting H. For us, YOY sales are up 25%.


  • 4 Brendan // Jan 10, 2014 at 5:18 PM

    Similar here, calendars up 21% for December qtr and we didn’t order any cheap ones this year so the growth in sales has been against a loss of the cheaper sales.


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