A regional newsXpress shop ran a Mother’s Day prize giveaway last year. The prize was $350 worth of beautiful Mother’s Day product, displayed on a feature table at the front of the shop. Customers entered by spending in store. The prize was funded centrally by newsXpress, including the marketing collateral.
The shop reported a 20% lift in greeting card sales over the promotion period. New customers walked in. Local people talked about the shop. Existing customers came back twice instead of once.
The interesting part is what the shop did not have to do. It did not discount any product. It did not match a competitor’s offer. It did not train shoppers to wait for the next sale.
This is the story of how Seasonal Edge works, and why it consistently outperforms the discount alternative.
Why discounting is the easy answer that costs you twice
Every retailer feels the pull of a discount when foot traffic slows. It feels active. It feels like you are doing something. The problem is that discounting trains shoppers to wait for the next sale, and it shrinks the gross profit on every transaction during the period.
For most independent retailers, a 20% discount roughly halves the gross profit on the discounted line. To recover the cash you lost on the discount, you have to sell almost double the volume. That rarely happens.
A prize giveaway works differently. The cost is fixed and external. The gross profit on every transaction stays intact. The customer’s reason to engage is the prize, not a markdown.
What Seasonal Edge actually is
Seasonal Edge is a newsXpress promotion run for our members at every major retail season — Valentine’s Day, Mother’s Day, Father’s Day, Christmas and other key calendar moments.
The mechanics are simple:
- newsXpress funds a $350 (or higher value) prize pack for each member shop, made up of beautiful product relevant to the season.
- newsXpress designs and prints the marketing collateral — in-store posters, entry forms, social media assets.
- The shop displays the prize, runs the promotion, collects entries from spending customers, and draws a local winner.
- The winning customer is local. The talk about the shop is local. The new customers are local.
In 2025, newsXpress spent more than $1,500 per member on funding prizes and marketing across the seasons. The cost to the member retailer is nothing.
Why it works
There are a few reasons the format consistently outperforms a discount.
The prize is concrete and visual. A 20% sign on the window is invisible in a busy strip. A beautiful prize display draws the eye and pulls people through the door.
The shop becomes a destination. Locals tell other locals about the prize. The shop becomes the place to enter. The conversation in the suburb shifts.
The promotion brings in new customers. Not just regulars buying more. People who would not have walked in otherwise come in to enter the draw, and many of them spend.
The bonus is the discovery effect. Each member shop tries product on the prize table that they may not have stocked before. Some of those products turn out to be sleepers — strong sellers that get added to the permanent range. The promotion pays once at the till and a second time on the buying plan for the next quarter.
And there is one more effect worth naming. newsXpress members share their displays with each other privately. Photos go up. People see what other shops have done. Ideas travel. The next promotion is better than the last one, because the network is collectively learning.
What you need in place to run a promotion like this
A prize giveaway is not complicated, but it does need a few things to work well:
- A visible front-of-shop space for the prize display.
- Entry forms or a digital entry option that captures customer details for follow-up.
- Staff briefed on how to mention the promotion at the till.
- A modest social media presence to amplify the prize before and during the promotion.
- A clear plan for the post-promotion follow-up: a thank-you to entrants, a small offer to keep them returning.
Each of these is achievable for any small shop. None of them require capital investment.
What it would mean for your shop
If your shop is currently relying on discounts to drive traffic at season time, the result is usually flat sales and shrinking margin. Seasonal Edge is one of the simplest ways to break that loop.
It is exclusive to newsXpress members. It costs the member nothing. It puts money in the bank.
Without the guidance and support of newsXpress, in particular the last twelve months, I’m not sure where we would have ended up. The head office team is continually trying to help us improve our businesses.
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Barb Shanahan, newsXpress Lara, VIC
If you would like to know how Seasonal Edge would look in your shop, we are happy to walk you through it.
Mark Fletcher 0418 321 338 mark@newsxpress.com.au Michael Elvey 0400 331 055 michael@newsxpress.com.au www.newsxpress.com.au
