Saturdays have changed in retail. They are not what they used to be.
It’s true, the retail landscape has shifted dramatically. The once-sacred Saturday, a bustling hub for newsagencies in the days of fewer lotto draws and limited weekend trading, has seen its shine diminish for many. But don’t let those Saturday sales simply drift. It’s time for a considered and planned campaign to inject new life into your Saturdays, making your shop the destination for weekend fun and value.
Remember, the specific actions you take will depend on your local context and customer base. The key is to make shopping at your newsagency on a Saturday a more engaging and rewarding experience. Here are some ideas to spark your creativity:
Think Fun & Engagement:
- Host Monthly Brand Parties: Turn your shop into a mini-celebration! Choose fun-related brands you stock and host a themed “party” each month. Think product demos, special offers, and a lively atmosphere.
- Nurture Local Clubs: Connect with local groups that align with your product range. Could you host a monthly knitters’ club if you sell craft supplies, or a jigsaw puzzle club if that’s a popular item? This fosters community and brings in regular Saturday visitors.
- “New Arrivals Saturday”: Position Saturdays as the day for discovering fresh stock. Make a bit of theatre out of unpacking new products, creating excitement and anticipation.
- Saturday Playtime: Make your shop interactive! Offer product samples to try, set up demonstration areas where customers can “play” with items, and create a lighthearted atmosphere.
Offer Value & Incentives:
- Saturday Cake Treat: Partner with a local bakery to offer a free slice of cake at a specific time each Saturday. It’s a simple yet effective way to draw people in and create a positive association with your shop.
- Saturday Bonus Draws: If you run a lottery second-chance draw, make the draw on a Saturday and offer an extra prize for winners who are in-store at the time. This incentivises Saturday visits.
- Saturday Showcase: Make Saturdays a day for significant visual changes. Implement noticeable new displays to create a sense of novelty and encourage customers to browse.
- “Saturday Savers” Promotions: Introduce special deals and discounts specifically for Saturdays, branded as “Saturday Savers” or something similar to create a sense of urgency and value.
Keep Your Business Goals Central:
Crucially, whatever initiatives you choose to implement, ensure they directly benefit your business and its commercial outcomes. While supporting local groups can be valuable, your primary focus on Saturdays needs to be driving sales and engagement within your shop.
You have a choice. You can allow your Saturday sales to continue their current trend, or you can take proactive steps to reinvigorate this valuable trading day. By implementing a considered and engaging campaign, you can make your newsagency the place to be on a Saturday, boosting foot traffic, sales, and overall business success.
This advice is provided by newsXpress, a local Aussie marketing group that helps local small business newsagents thrive.
