Mystery Shoppers

Featured Article October '09

 

Scary Business!

 

At the time of writing Christmas seems to be a long way off, although this did not stop it becoming our main feature for this month’s newsletter.

 

However, there is the frightening matter of Halloween before the arguably scarier annual price war that is Christmas. Halloween is the second largest party season after New Year and in 2007 was estimated to be worth £140 million. In 2008, as recession began to take hold, this figure grew to nearly £200 million. As media reports are abound that we have exited the recession it is the first ‘party season’ experienced since economic confidence has risen. Therefore, we expect this year’s Halloween to be worth even more.

 

So how can retailers make the most of Halloween? While some larger fashion and electrical multiples may largely ignore the All Saints feast, Tesco, despite the figures showing growth of the industry to nearly £200 million last year, claim that it is an industry worth over £100 million for its stores.

We believe that Halloween is a spectacle not to be missed for retailers. Last month we ran an article entitled ‘Bucking the Trend’, promoting the idea of originality and uniqueness. For small-mid size retailers Halloween is a perfect opportunity to take advantage of this idea.

 

Holding event days, inviting customers on the mailing list to spending scary money off vouchers and creating a friendly but frightening atmosphere in store provides huge incentives and attractions for consumers to spend money.

 

Decorate your outlet, dress up in ghoulish outfits and give best dressed prizes to stores or individual staff members. Provide party food and even apple-bobbing. Provide customers with spooky free gifts and incentives to return.

 

All this, coupled with good customer service, can make a huge difference to not just a day’s takings but longer term profits and turnover. It also attracts more custom and as we said last month, this quirkiness and uniqueness encourages brand commitment.

 

So don’t be afraid, capitalise on the new trend to go all out for scary parties and embrace Halloween. This is no trick and could be your treat.

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