Take Father’s Day. I’m told that more than 50% of Father’s Day cards will be purchased in newsagencies.
Our success with Father’s Day will depend on how we promote the opportunity inside and outside our businesses, the gifts we offer for add-on purchases and how we leverage the Father’s Day traffic for other purchases.
Your Father’s Day sales should be up this year on last. I’d suggest a 5% increase is reasonable. Hopefully, it will be considerably more.
While some newsagents will act more like agents and and probably have an average or worse year, others have been actively and aggressively promoting the season with a broader range of products than last year – chasing double digit growth. These latter newsagents are retailers.
With this season we will get new customers in our business and return visits from infrequent shoppers. Give them a reason to spend more this visit, give them a reason to come back, get their details for future marketing, show them yours is not a traditional newsagency they only visit for major seasons.
This Father’s Day season and other major seasons like it are an opportunity to reset how people see your newsagency. Embrace it. Use this season as a key marketing activity for your business. However, you need to back it up with a genuinely different, exciting and memorable experience – one that works for you long beyond the season itself.