Housewares Business-to-business magazine for housewares retailers and their suppliers
The Fulham, west London shop Plate Tableware has revealed that it has experienced its best-ever Christmas trading period.
Total takings for the first 24 days of December 2011 were up 45.46% on those of the same period in 2010, owner Barry Seaman told HousewaresLive.net.
“This was our seventh Christmas since we started trading in 2005,” he said. “Our previous highest takings were in 2009. Figures for 2011 are 22.43% up on that previous best.”
He said he believed there were several reasons for the record-breaking result.
“There were definitely lots of new customers who seemed to have discovered the shop for the first time, several of whom came back a few times to buy gifts…lots of new additions to our mailing list,” he said. “There was a very positive response to our new monthly newsletter and to the invitations to late night shopping evenings and special promotions.”
Also, he went on: “On so many occasions customers were telling us they had been to John Lewis, Westfield, etc, and couldn’t find what they wanted – but we had it!”
There were also some marked trends amongst the shoppers. “There was clear evidence that customers were shopping for gifts that were different from what other, run-of-the-mill, retailers offer,” said Seaman. “There was also a most definite desire for quality, both in gifts and items for the table/kitchen. And many customers were splashing out on a whole new package for their festive tables – plates, cutlery, tablemats, table linen, etc.”
He said the shop’s “I Love Fulham” Christmas bauble also had a positive affect and attracted new customers as it was promoted by Hammersmith and Fulham Council in several of its publications.
Seaman predicted that trading would not be easy in the months ahead. “But we remain confident in what we do here at Plate Tableware. We’re excited about developing plans that we have for the coming year,” he said.
