What do multiple retailers have which is unique?

One month in to my Xmas shopping and I have just bought my first gift from a multiple retailer.

It was a camera for my 10 yr old reduced to just over £30 which is great because then she will be allowed to take it on school trips which is a major priority for her.

It was a Xmas promotion so the original price of £75 was obviously price establishment but it came with 36 free pictures so I'm happy with the purchase.

Since I was in the shop I thought I would have a look at the Xmas gift ranges. There were hundreds of choices and they were all on 3 for 2 offer.

What was interesting is that because everything was presented in gift packaging (a bag, tin or box), and everything was on a 3/2 offer, I stopped thinking about the value of product I was buying

For £18 I could buy a bag with travel size shampoo, shower gel, moisturiser, hand cream, body polish and moisturising mist (what are they!) and a sponge. When I was a retail buyer I would have called this a Mugs Eyeful - The actual value of the products if I bought them seperately  in July I would guess at £10 but the product looked great and last Xmas, before my "Shop from Independents" campaign I would have bought 1 each for my nieces and been very happy.

Why would I need to look at the actual value of the products I was buying if they were so nicely presented and they were on offer?

So is the thing that the Mulitples have that Independents don't a comprehensive, all inclusive, all pervading Xmas promotional strategy?

When I was a retail buyer (click here for our very long history in retail!) we started planning Xmas in January and by March/April at least 75% of our working week was concentrating on Xmas

This has made me think about whether we should be putting together Xmas ranges we offer to Independents. We offer year round value for money, quality products and have therefore not previously considered offering Specific gift ranges.

Is this something you would like us to do for Xmas 2012? Do other independent wholesalers offer gift ranges at Xmas? Do you feel that gift ranges are something you can put together better in your shop?

Please let us know as, as we say in this wholesaler "Anything They Can Do We Can Do Better!"

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