As last-minute shoppers venture out to start their Christmas shopping, keeping the Christmas card offer fresh, tidy and easily shopped is key to card sales success this week. This is especially true in newsagencies as we remain a key destination for key season card shopping.
While these shoppers are frustrating in that they expect the full Christmas range to be available to them in this last week of shopping, they are valuable in that price is less likely to be of concern to them. They tend to be less picky too. Quick decisions by shoppers can be valuable for us retailers.
In one of our stores, to leverage the last-minute shopper, we relocated cards to make shopping easier. We have gone for the three-sided display approach to make it easier for more people to shop at once.
In all stores, we are refreshing the card range from floor stock several times a day and tidying hourly, as I suspect everyone is doing.
Next to the cards and at the counter we have thoughtfully selected impulse purchase gifts for the last-minute shopper, to make it easier for them.
Oh, and we have not forgotten the importance of magazines as Christmas gift. They are part of the story too.