While we know that around 60% of Father’s Day card sales are in the last two retail days of the season, already we are seeing year on year card unit sales up by 18% and revenue up by 21% – reflected in data to the end of last week. This is in a store that has been established in its current location for seven years, in a centre with another newsagency and many card competitors plus Father’s Day outposts.
Several factors are combining to play well for us including:
- Consistent pitching of discount vouchers. A shopper who is not a regular getting a voucher for some other purchase often looks for what else they could purchase, to leverage the cash discount on the voucher. Our Father’s Day cards are situated to leverage this.
- More consistent pitching of heartwarming Father’s Day cards on social media.
- Consistent placement of a changing cycle of Father’s Day cards at the counter.
- Launching a unique range of appealing and visually fresh Father’s Day targeted gifts that only twenty retailers in Australia have and using these as a traffic draw.
- Attracting shoppers to the season using a stunning bold signpost visual merchandising.
We are also consistently executing what has worked well for us in previous years: Father’s Day cards on the lease line, rewarding card shopper loyalty, Keeping the card range looking fresh. Sequencing cards in the display based on our knowledge of our shoppers.