Typo has Valentine’s Day cards at $4.99. Most cards in the seasonal range at this price point are basic in their finish / treatments. The $4.99 price point is expensive when compared to cards in newsagencies with treatments at or close to this price.
If I remember correctly, last year they had three cards at $10.00 for Valentine’s Day. There is no sign of that price offer this year at the Brisbane CBD store, the same one I visited this time last year.
It will be interesting to watch Typo, it always is. I have a feeling they are changing their approach to cards based on the Valentine’s offer and what I saw in-store.
Typo is a tough competitor for newsagents on a range of fronts: stationery, art products and cards. Any move they make is relevant to our channel and ought be interesting to us.
Why would anyone set up a multi buy on valentines cards? It’s the one occasion where people do not need to buy more than one. And also the one occasion where staff gossip when someone buys more than one Valentine’s card!
If you’re going to discount, makes much more sense to cross sell with chocs, flowers, plush etc?
James it has been common outside Australia for years. I first noticed it here a few years back at Kikki.k and Typo. That it was offered for several years suggests it works. It is another reflection of not being your customer. The ideal is that out customers show us what they will buy.