Top home & gift buying tips for the Christmas season
Have your best Christmas ever!
With only 11 weeks to go until Christmas, it’s hard to believe where the year has gone! By now all Bira members will have gone through what I hope, has been a successful Spring Summer season. Summer mark downs can be a tricky time, as you reduce slow selling stock to make way for fresh lines coming into store. To make the most of your sale stock, you should ensure it’s merchandised neatly in high footfall area’s of your shop. Not everyone comes in looking for a bargin, but if they cant walk round the shop without seeing it, then chances are, they will buy it – who doesn’t like a bargin?! Remember to have all sale stock clearly priced up and looking neat and tidy. Customers don’t like to rummage through piles, so replenish and refresh your sale stock regularly to keep it fresh and exciting.
Know your customer
Christmas specific stock will generally start appearing in shop’s in October, but each retailer is different – understanding your customers’ needs and preferences will determine who becomes a loyal customer. Not everyone wants to smell cinnamon when they walk into a shop in August, and it’s still 20 degrees outside. Also, be mindful that Christmas means different things to different people, so again, understanding the taste of your customer will be key.
Christmas is the time for gift giving, and this can feature across all product areas. Whether it’s gardeners gifts, gifts for foodies or even the family pet, make sure you are covered on both product and price point. Many customers will be buying something special for a loved one, but also be on the lookout for the perfect stocking filler or secret Santa gift, so make sure you have lots to offer. Prices for stocking fillers should ideally start at £4.99 (or below) and should ideally be pulled to a specific stocking filler section in store. Make the shopping experience less stressful for them, as well as increasing basket spend for you.
Key Events – Dates for your diary
31st October – Halloween is a growing market here in the UK although a short selling period within retail. Trick or treating has always been popular, but more and more families are spending time decorating their homes and hosting Halloween parties. Make sure you have something to offer your customers, and although independents can’t always compete with the larger supermarkets in terms of costume and dress up items, it is an opportunity for Bira members to pull together a display in store with some seasonally relevant product.
What should independents be focusing on?
Christmas can be such an expensive time for many people and some of your customers will want to spread the cost over a few months. So even if your Christmas ranges are slowly integrated into your shop and you don’t fully launch until later on in the season, you are still catering for those who want to spread the cost.
Hot products to focus on
Bira members can take advantage of the wide range of new Bira Direct suppliers who offer a wide range of fantastic offers at this time of year. Below are just a few examples of what you can buy into to make your trading period more successful.
Browse the full range of suppliers that stock Christmas products here.
If you’re looking to build your festive range, It couldn’t be easier to find the suppliers you need in our new supplier directory, you can search by supplier name or product type.Start buying through Bira Direct - search for products and suppliers today
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