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Left: Nic Stone. Below: It’s Christmas!
GIFT OF THE
GAB
Keeping The Tills Ringing
Merrily On High Nic Stone, owner of The Bottle Kiln in West Hallam, is definitely in the Christmas spirit, with plenty of tips and tricks for making the most of the festive season.
“How are you feeling about the imminent festive season? Workwise, I mean. I imagine that for most of us ‘mixed feelings’ summons it up rather well. For the gift industry this is, or should be, our time to shine, the season where we reap our harvest, fill the barns with golden corn and sit back with a tired but satisfied smile and drink a hearty draught of cider. The reality is, of course, becoming more complicated, with everyone remotely involved in retailing muscling in on the action, from supermarkets and Amazon all the way down to the school Christmas market. Add to that the economy being in a permanent state of mild crisis, and proper winters making a comeback, and it’s small wonder that the season to be merry gives most of us some sleepless nights. Like everyone, we have had a slightly unpredictable year so far, mostly I think down to snow, sunshine, (not good for us), and political uncertainty. We are approaching what I roughly reckon to be my 28th Christmas in the gift retail trade (eek!) and I have been wondering, are there any solid lessons I can draw from these to help others to be more profitable or at least philosophical? So here are a few ‘Nic’s tips’ for a ‘Golden Christmas’: l Throughout September and October there are always dire warnings of the worst ever Christmas for people’s spending and/or the weather. Ignore! The only year I can recall them not saying it would be the coldest winter ever was the last one, which actually was. Money-wise, people may hold off a bit if things are tight, but usually spend it anyway in the end.
l Christmas is like gambling. If you can afford to raise the stakes by investing in a serious amount of stock the potential gains are greater, but if it doesn’t sell the risks are as well. If in doubt, do a careful cash flow forecast based on your experience of previous Christmases, and build in a ‘two weeks of snow in December’ scenario, the retailers’ nightmare, as this is lost trade you cannot recover. Remember that it’s safest to restock in December with lines you can sell after Christmas.
l Mild summers and Autumns push the whole thing back so don’t get freaked if it’s a slow start. You can only make good sales if the stock and displays are excellent so hold your nerve. l Don’t necessarily restock the stuff that sells out early; some of it will be good to reorder (if it’s available) but be aware that the early shoppers may be older and more conservative than the later ones. Also, as time goes by, people’s purchasing becomes
less spontaneous and more practical, until, by early December, they are buying very specific stuff such as table decorations, family and friends cards, and jams/toiletries for grandma/neighbour. l Constantly move the stock around as the seasonal stuff diminishes, keeping it attractive and feeling full even when the locusts have laid waste to it. No-one wants the picked-over leftovers and it’s amazing how a re-group can breathe new life into the surviving bits. l Shamelessly steal ideas from the big boys and keep a close eye on what they are promoting as this can affect what you can sell and for how much. They are the enemy and we must bite back wherever and however possible! l Always have a good sale as soon as possible after Christmas. Never on Christmas or Boxing Days as you should be at home stuffing yourself with welldeserved food and booze, but as soon as you can bear it afterwards, and before everyone puts away the Christmas tree or goes back to work. Half price everything seasonal and shift whatever you can. Our record ever day by a mile is still from the first day of a sale, and lots of customers absolutely love it. l Last but not least, remember this period may be the only time that many people visit a shop like yours, and a good impression made now may bring them back another time. So keep a good selection of birthday and everyday products, and maintain standards even when things become frantic so that, with a bit of luck, they’ll be back for Valentine’s and so on. There are about ten more, but I am out of space. Hope it’s useful! I wish you mild weather and no disruptions. Good luck my friends, and may your tills ring merrily!” PROGRESSIVE GIFTS & HOME WORLDWIDE
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