Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Christmas in July drives newsagency shopper traffic in school holidays

Mark Fletcher
July 7th, 2018 · No Comments

We are running a Christmas in July promotion for three weeks to attract new shoppers through different approach to a regular sale approach. While this is an optional national newsXpress promotion, each store selects its own products for promotion. In our case we have brought in some products to pitch, to bring a genuine Christmas theme to the opportunity.

Running across the front of the store on the lease line, it is attracting shoppers from the mall. People are telling us they like the 10 x $500 cash prizes on offer.

We figured a Christmas in July retail store pitch was better than a Mid Year Sale pitch as plenty of other retailers, especially in shopping malls, are doing this time of the year. So far, a week in, it is working a treat. We are clearing some slow moving lines and moving at good margin items bough in especially for this promotion.

The traffic boost we are already seeing also plays well for other parts of the business as people drawn by the promotion do shop the shop to see what else we sell. It is a thrill to see this.

In addition to the in-store pitch with posters and displays, we are promoting Christmas in July on social media. This is being done with collateral that matches the in-store collateral. There are also price tickets and other collateral that leverage a single consistent message re the 10 x $500 cash prizes on offer nationally. Here is the main A1 double sided collateral we are using:

By running this as Christmas in July we leverage a growing mini-season in Australia and do so in a way the we can build on over the years if we wish – through a structured approach that does lend itself to consistent execution in-store.

Filling these months between Mother’s Day and Father’s Day with traffic-driving events is important to smoothing traffic and revenue flow in newsagency business. While peaks from seasons and terrific, the troughs can be challenging. It is our job as retailers to fill the troughs with businesses. That is what I am on about here.


Category: marketing · marketing tip · newsagency marketing

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