15-17_GF.qxp_25/27 12/01/2022 12:47 Page 1
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Christmas 2021
‘Twas The Week Before Christmas... With Omicron dominating the headlines during December, uncertainty circling about whether or not the government would bring in new restrictions, and data from retail analysts Springboard revealing that footfall was dramatically down on high streets and city centres, it was the news that no-one wanted to hear, least of all gift shops. With constant reminders about inflation, gas price hikes, an increase in the Bank rate as well as National Insurance contributions, a lot was riding on the final week of Christmas trading. So, was it a Christmas cracker or a Christmas turkey for gift stores?
Above: Did your Christmas star shine brightly?
Best Ever Christmas
Our Shelves Were (Almost) Stripped Bare
“We had our best year so far, so we couldn't be happier,” enthused Priya Aurora-Crowe, co-owner of seven Lark stores in London and the South. “The final week sales were a record for us. Local shoppers’ plans were changing on a daily basis for Christmas which increased the last minute present buying. Stand out product sectors were beauty and self-care.” Online sales too, soared. “We increased our online sales by such a huge amount that we had to bring forward our cut-off date as so many of our customers were isolating due to getting Covid that they used our online platform instead.” Lessons learned: “To over staff the shops due to the high frequency of staff members getting Covid. They literally dropped like flies!” Below: One of seven Lark stores.
“Christmas was great for us,” stated Bridie Wilkinson, marketing manager at Barkers and Barkers Home in Northallerton. “The final week of Christmas was still busy, with shoppers almost stripping our shelves bare! A lot of people shopped earlier just in case anything happened in December, so we were low on stock even before December. Stand out product sectors were gifts such as home fragrancing - Christmas candles and diffusers - as well as home accessories. In addition, Christmas gift food sold really well.” Lessons learned: “Unfortunately, until we get a crystal ball no one can predict what will happen! Our stock levels were just about right, although the product range was slightly reduced due to the uncertainty around Covid.” Above: Gift food and home accessories were among the Christmas
PROGRESSIVE GIFTS & HOME WORLDWIDE
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