Australian Newsagency Blog

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

Hallmark Keepsake ornaments popular in the newsagency

Mark Fletcher
September 29th, 2018 · 2 Comments

The Hallmark Keepsake Christmas ornaments are working a treat this year. They are driving in-store traffic as well as excellent online sales for the Hallmark Keepsake ornaments web site we created. What is interesting about online sales is that not one is from a local to the store. Indeed, 75% of sales have been out of the state.

We were able to get stock ahead of Target and this has helped drive terrific results over the last few weeks.

We leveraged the opportunity by engaging on social media, through a range of pages and groups. This was key to attracting shoppers outside the newsagency, shoppers who probably would never consider shopping for these sought-after ornaments in a newsagency.

While the online sales are excellent for driving efficiency for labour, inventory and space in the shop, they also raise the profile of the shop and play a role in general shop sales growth. And we can leverage the website interaction and transactions to drive other online engagement down the track.

The average basket depth of purchases online is close to $80.00. In-store is a little less.

What we are doing here is not rocket science. It is opportunistic though, tapping into a respected brand in a timely way to be first or close to first to market for the season and to do so with no additional labour cost, thereby maximising profitability for the business.

As I have written here plenty of times in the past, licenced products are particularly valuable in driving traffic. There are three Harry Potter Hallmark Keepsake ornaments that are working well as well as a several from the Batman franchise.  Here are short videos of two of the ornaments with sound. Sound drives popularity.

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Category: newsagency marketing · Newsagency opportunities

2 responses so far ↓

  • 1 Michael // Sep 30, 2018 at 7:29 AM

    Are these something you sell year round or just at christmas time? I thought they were only Xmas items but they appear to be rather general with harry potter and disney

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  • 2 Mark Fletcher // Sep 30, 2018 at 8:26 AM

    Michael from August through to Christmas. However, we leverage ornament shoppers for other ornaments year round. On Harry Potter, Batman and other licences – licences are HUGE for Christmas decorations in the US and growing here.

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