With the added stimulus of Santa’s arrival at garden centre grottos up and down the country in the past week, Christmas sales volumes are riding high, although they still have a way to go to catch up with 2011.
Overall volumes were up by a modest 3.4% over last week, with year to date sales up 2% compared to 2012 - but volumes trailed by a disappointing 14.5% compared to our 2011 figures.
However, it is early days. The last fortnight of November should produce a surge of consumer interest as the fresh Christmas trees arrive. We notice a number of on-the-ball centres are advising customers of delivery-in dates to whet the appetite of families who like to get their Christmases up and running early.
There is evidence in this week’s chart that consumer attention is already turning to tree decor. The highest climber is Kaemingk’s plain shatterproof silver baubles – a perennial favourite that reminds us that traditional colours and styles still hold sway.
Highest new entry is ‘Baker & Taylor’s ‘Santa Comes To...’ Christmas Book, which has been selling strongly everywhere.
However, it is early days. The last fortnight of November should produce a surge of consumer interest as the fresh Christmas trees arrive. We notice a number of on-the-ball centres are advising customers of delivery-in dates to whet the appetite of families who like to get their Christmases up and running early.
