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A Cracking Christmas As gift retailers raise the bar to give Christmas 2018 their all, PG&H asked indies both large and small how they are approaching the all-important festive season.
One Stop Christmas Shopping
Bring On The Reindeers “We kick off the festive season by sending all 30,000 Garsons card members a 32 page Garsons Christmas brochure, along with some good offers and event invitations,” confirms Ben Thompson, director, Garsons, Esher and Titchfield. “As with previous years, we will be welcoming a pair of real reindeer who live on the farm at Esher for the four weeks leading up to Christmas, and holding members evenings in December, where customers will receive10% off their purchases and free prosecco. It all helps to drive both the right quantity and quality of customers. Additionally, the Farm Shop at the Esher branch will be hosting a Christmas food market which helps to boost sales and footfall. Plus, social media posts, email newsletters and our website will all be pushing key messages.” Above: Real reindeers are sure to draw the crowds at Garsons this Christmas. Below: Garsons, Esher.
“Our theme at mooch gifts and home this year is ‘All I want for Christmas... from mooch’, promoting mooch as a one stop shop for everyone’s Christmas list,” explained John May, who, together with Luke Jacks, co-owns two mooch stores in Stourport and Bewdley. “We launched Christmas at our flagship Stourport store on October 29, following two days of re-merchandising, and we are very excited as this will be our first Christmas in our new store,” enthuses Jon. “We held a special shopping event from 5pm to 8pm, offering customers prosecco and cupcakes, with 10% off all purchases on the night. There was also a free gift with every purchase of £10 or more.” He continues: “The evening also saw the launch of our second floor following its recent refurbishment, so we are now able to offer three floors of mooching which have all been festively decorated!” Social media too, will have a strong role to play. “We are driving business through continuing to promote via our social media channels, to drive sales to both our stores and online, and will also be offering 'click and collect'. Our Christmas windows too, will be helping to attract customers new and old. In addition, we will also be offering private shopping nights for groups who want to have the VIP treatment, which includes a free glass of bubbly.” Adds Jon: “We have selected some excellent gifts this year which are both beautifully packaged and at very reasonable prices.” Above: mooch gifts and home has outlets in Stourport and Bewdley.
Higher Price Points “All our Christmas buying is done in February and March, based on the themes offered by market leaders and our experience/feel from previous years,” states Aga Gabrysiak, who co-owns Highworth Emporium in Highworth with Richard Marsden. “We’re lucky to have a shop with five rooms, enabling us to dedicate one solely to Christmas and to open it relatively early, while not necessarily having it in the face of Above: Highworth Emporium, customers who don’t want to see Christmas in store too early.” Highworth. Continues Aga: “This year, we opened our Christmas room on September 29, predominantly featuring traditional reds, greens and golds, and, as always, we made a big thing about it, posting on Facebook to include when deliveries would be arriving, and about
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