Choose speciality channel:   Choose sector channel:     Search the site

How to Guide


How to get the best from POS at Christmas

How to get the best from POS at Christmas

By Helen Davies, Head of Retail Why, part of the bezier group

Is it just me or does Christmas seem to get earlier every year?

I always thought Christmas was on 25th December. Every year.

So how many gifts, how much food and how much drink do retailers think we can buy?  And how long do they think it takes us?

There seems to be some kind of retailer myth out there that says the earlier they start the Christmas chant the more money they are going to make. But are we really influenced by Christmas trees and baubles when we’ve scarcely got over our summer holiday?

The major grocers had their seasonal Christmas aisles well and truly established at the beginning of October.  The odd decoration and Christmas assortment was spotted even earlier.  Next was displaying large silver wreaths in its windows in our balmy October.

A survey by high street bank Halifax says people across the UK spend an average of £384 on Christmas presents, buying around 18 gifts each. Deloitte’s Christmas Retail Survey reports that consumers intend to spend 7% more this year – with a colossal predicted spend of £33.6 billion.

But traditionally the major Christmas shopping surge comes in the last two weeks. With retailers communicating earlier and earlier, by the time we hit mid-December they are into their most aggressive promotional and pricing activities – which in theory should have an impact on margins.

The Halifax survey also shows that four out of ten do not start their Christmas shopping until December so it will be interesting to see how the spend patterns for Q4 2007 end up. 

We believe that retailers can learn a lot from understanding shopper need-states and influences.  Given the vast spend by every retailer on visual merchandising for what is becoming a three to four month Christmas onslaught they should be researching the impact on the shopper and their ROI now to help Christmas 2008 to be even more profitable.

Retail Why? the consultancy arm of the bezier group, was out and about amongst shoppers at the end of October asking who has already begun their shopping and who is leaving it until December.

We found that one third of the gifts already purchased were unplanned – and therefore influenced by the in-store environment and that the key influence was pricing.  In-store displays ranked highly for drawing attention to items and converting purchase. 

So, the early in-store onslaught appears to work in terms of impulse buys but in the long term does it make us spend more? Christmas in October?  Or keeping Father Christmas firmly rooted in December? Maybe retailers should put it to the shopper vote?

coupon prescription go printable coupons for viagra
abortion research paper open abortion doctors
late abortion abortion pill procedure when is it too late to have an abortion
discount grocery coupons abortion clinics in dallas abortion clinics in richmond va
doxycycline intrapleural injection doxycycline intrapleural injection doxycycline intrapleural injection
lisinopril side effects and warnings lisinopril side effects and warnings lisinopril side effects and warnings
abortion clinics in birmingham go how to get an abortion pill
cyklokapron wiki cyklokapron cyklokapron
prescriptions coupons cialis savings and coupons online cialis coupons
the abortion pill first trimester abortion pill
thyrax bijsluiter thyrax bijsluiter thyrax fk
abortion pill online first trimester abortion pill low cost abortion pill
neltrexone what happens if you take naltrexone and opiates
generic naltrexone shot to stop drinking naltrexone for anxiety
naltrexone rapid detox naltrexone alcohol side effects does vivitrol stop withdrawals
methsuximide naltrexone side effects naloxone challenge
naltrexine naltrexone prescribing information
phenazopyridin erfarenhet phenazopyridin dosering

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.