There is always great expectation, as retailers head into what is their most lucrative trading period of the calendar year – Christmas. For those businesses with a compelling value proposition, consumers will reward them with the sound of cash registers ringing and depleted stock levels. As we all now trade in a global environment, the “controllable” elements of our business and the focus we place on them, is critical to the success that comes our way.

As predictable as night following day, the rush of credit card bills, back to school costs and the general financial “hangover” from Christmas all arrive in February. For those proactive businesses that plan for this eventuality, this dip in trade is offset with their promotional activity. Planning is one of the true “controllable” elements that afford businesses a level of security in challenging periods and I’d suggest to all of you, that if you fail to plan, you will ultimately plan to fail. Regardless as to what tactical strategies a business utilises, the best opportunities are always on offer “now” and anyone left trying to organise something “last minute” is typically left with only the choices that nobody wants.

The Shop A Docket February campaign is always our busiest of the calendar year and we sell more of our available inventory in this period than any other. I suggest that if you haven’t already made plans and pre-booked your activity for the month of February, that you realistically only have 2 weeks left to do so.