37_39_41_Grid 16/01/2018 16:33 Page 37
VIEWPOINTS
Boxing (Christmas)
Clever With a time shift in retail multiples’ sales and an increase in online shopping, each Christmas independent retailers are battling to hold their own... but they are a feisty festive bunch, and against the odds of snow, Brexitrelated economic uncertainty and consumers watching their (chocolate) pennies, indies came out fighting in this important trading period... and many won. PG goes into the retailer ring to find out if Christmas 2017 sales were a knock-out or punch drunk.
Sarah and Paul Henderson co-owners of 3 Wishes, five stores in Hampshire and Dorset: Performance: “Overall we were up, but down in a couple of stores.” Buying patterns: “We found Christmas sales generally were slow to take off this year with a higher proportion of people leaving it to the last minute. However, individual Christmas card sales were strong from early on. We didn't do as well with boxed cards due to a combination of suppliers repeating too many designs, increased price points and more consumers buying from the value sector and supermarkets. We find it increasingly difficult to compete with the supermarkets. They are able to source imaginative designs at a lower price than are available to independent retailers.” Star products: “Ling's individual cards were very strong. The publisher is going from strength to strength. Its everyday ranges were amazing in 2017, and UKG was strong as always. Paperlink also had some really strong designs with good sell through, and we had very little Paper Rose designs to return.” Christmas 2018: “During the tough times we are always happy if we can pay all our bills. That doesn't mean we won't be looking at new ways to boost our sales for this year. New year, new opportunities!”
Inset: Indies came out fighting at Christmas.
Emma Paisey owner of Daisy Park, South Molton, Devon: Performance: “Christmas trade improved on the previous year, which was tougher than expected, but a positive for this year. Our sales of Christmas captioned cards were up 1012%, but packs of cards were down 30%. We ended up approximately 20% up on the previous year.” Buying patterns: “Christmas card sales continue to grow, especially in captions. We found people were after more special captions like Daughter and Son in Law, and ‘Across the miles’ and ‘From our house to yours’. We did notice a drop in card packs and will probably reduce the amount we sell next year.” Mitigating circumstances: “The weather was kind, which kept customers visiting us in store. There is still uncertainty with the economy so spending is still subdued.” Star products: “Two Bad Mice was popular for general cards, and Mint, Caroline Gardner and The Art File were good on captioned cards. Roll wrap from The Art File and Penny Kennedy sold really well. We also had a big success with Christmas decorations, which was a surprise as I felt I had over purchased, but we were left with very little. Decorations from Gisela Graham and Shoeless Joe were as popular as ever.” Christmas 2018: “We are always be looking for new ideas and product. It won’t be major changes, more like tweeks to our offering.” Top and above: Festive decorations were a popular buy at Daisy Park.
Above: Single Christmas Cards from Ling were a star player at 3 Wishes.
PROGRESSIVE GREETINGS WORLDWIDE
37