The Queen’s Birthday weekend is one of the quietest weekends for retailers. Many retailers in a variety of retail channels tell me this is their experience.
This year, we are pursuing a change in the Queen’s Birthday experience in one of my newsagencies. We are running a campaign of 30% off all gifts and plush.
Our engagement in this campaign is putting into practice our belief that we make our own success.
While we could have been more selective and targeted only on the slower selling product, we decided to offer the discount on all gifts and plush so there is no doubt for shoppers. They can easily understand the pitch. No fine print shows that we reject the selective discounting game many retailers play.
The sale is for three days only, until the close of trade on Monday, so the risk is not great. Also, our buying on all gifts and plush is good, at better than average prices. Even at 30% off we’re in good shape.
Our artwork was created in house with a use of A3, A5 and A4 in-house printed posters and a couple of A1 posters printed offsite. We deliberately chose yellow on black as it tested well at cutting through the sea of colour in the newsagency.
Care has been taken to dress the shop with collateral throughout – carefully placed to tell a story from entrance to exit, to drive shoppers visiting for one product category to consider other products on sale.
This weekend is one of our busiest, being a winter long weekend destination for Sydneysiders and big kids returning home to catch up with family and friends. Looking forward to a cracker of a weekend after having such a quiet period since Mothers Day.
Fascinating Jenny – the difference between areas! Can I have your business this weekend and then get mine back for the rest of the week?
Mark, it’s all YOUR regular customers who are escaping the city for the long weeekend ! I’m getting my share of them too, going strong so far this morning. monday willbe quiet however, you can have them back then, tired and hungover lol !
Enjoy them h and send them home with some cash.
Mark you can have both mine and your business for the weekend.
This is when I don’t like having a newsagency.
While others are having fun our business is so busy that we need to work. I’d much rather be home with my visitors by the fire with a glass of red relaxing!
Jenny I’ll take care of your visitors for you but I’ll drink your vodka while they drink your wine.
We don’t even get a choice to open here in SA. The centre shuts completely and we have to do the same.
June I would love to swap places with you!
Leave the phones, computers, kids and grandkids, put hubby in the car and go for 3 days of freedom.