When should I put out Father’s Day cards? This is a question that is asked every year and even year my answer is – as soon as you have the stock. The supermarkets have their stock out so why not you.
I don’t care if most Father’s Day related sales are in the last week. Having cards out now, in prime position, shows you as being in that space. Shoppers may remember that when they think it is time to buy.
Our action, or inaction, as a channel will determine how much Father’s day revenue the supermarkets will get compared to newsagents for this season. The battles we wage locally matter in this.
Newsagents should own the Father’s Day season, more so that any other retailer. To achieve we this we need to:
- Have cards in prime position, away from the card department.
- Regularly promote on Facebook, a card at a time. Choose the quickly cards, those most unusual and that appeal to a demographic that is important to you.
- Feature quirky gifts people would not expect to find in your shop.
- Run a competition for Father’s Day shoppers.
- Pitch a small selection of Father’s Day cards at the counter.
- Change everything you do for Father’s Day on a weekly basis, to keep the offer fresh, so people notice it.
Father’s Day is a good season for pitching men’s gifts, a growing gift segment in engaged newsagency and gift businesses. My advice is to look at what you do for the season beyond the season. The rewards are terrific year round in the men;’s gifts space.