There are many weekend specific opportunities in newsagencies given the difference in customer mix on Saturdays and Sundays compared to weekdays.
From my own experience, these include opportunities to promote at the counter, newspaper stand and other peak traffic locations:
- Better Homes & Gardens, Notebook and Real Living. Better Homes is the real stand out from this list, I have seen Friday through Sunday sales account for 75% of business in a month.
- Sports titles. With some newsagencies seeing more male shoppers buying newspapers on the weekends than weekdays, sports titles displayed with newspapers can work a treat.
- Ink. An ink promotion at the counter or in the window can open your ink offer to a completely different customer mix.
- Kids gifts. With kids shopping with parents, the weekend is an ideal time to have gifts at impulse locations for parents to ‘reward’ their shopping companions.
- Lottery upsell. With many weekend only shoppers, the weekend is an opportunity to bring forward purchases shoppers may have made elsewhere during the week.
The weekend shopper mix is quite different in many newsagencies. It is smart for us to leverage this by ensuring that we have appropriate impulse purchase opportunities at the counter and high traffic locations and create fresh visual merchandising displays just for the weekend.
Newsagencies which are open seven days have an opportunity to grow weekend business by understanding the difference in the weekend shopper mix.
Mark
I read of a NY “newsagent” changes the merchandising 4x per day to cater for the flow of traffic (commuters, vs school kids etc).
Not the whole shop – just the gold zone (dancefloor) and one window.
Makes sense. It’s about leverage the differences in a day or a week.
Too many newsagents have the same offers up for weeks (even months) without change.