Page 8 - BOSS Today Issue 13

Special report

Back to school & Writing instruments

SCHOOL

STILL RULES

The Back to hop window displays saying Present decline Other players come in
S“Back to School” are not The 2011 season, however, was BTS has been evolving over
School period perhaps the pleasantest thing for not as good as in 2010, with sales the past four years, as have the
and its extension school children to see when the declining by 11.9 per cent in channels where the products
summer holidays have only just
are sold. And that has not
volume and 6.4 per cent in value
into Back to begun. But that doesn’t stop such over the period. always been a good thing for
marketing campaigns from being So what of 2012? According independent dealers. In 2007,
University incredibly important for the office to GfK, consumer confidence 37 per cent of volume was
remains a key supplies dealer. was down to -33 per cent at from the high street channel,
In fact, over the years, the Back the end of 2011 – and the but since then supermarkets
opportunity for to School (BTS) period, generally news that Britain is now in a have continued to expand
office dealers, viewed as running from July to double dip recession did not their product ranges in writing
September, has grown to be the improve matters. However last instruments and now make up
says GfK’s key period for stationery markets. year’s Royal Wedding in May 42 per cent of the market.
There is, however, more hope
Sarah Wheeler In 2011, this period comprised 34 2011 brought some positivity from the newly identified ‘Back
across the country. So with the
per cent of all sales volumes for
writing instruments across the Queen’s Jubilee, Euro 2012 and to University’ (BTU) period. BTU
year and 30 per cent of all value the Olympics all taking place this has been growing in importance
– not bad for a period that makes year, there is hope this will help and shifting the consumer
up just a quarter of the year in boost consumer confidence over purchasing habits. Continued
terms of time. a crucial period for BTS sales. on page 12.

8 BOSS TODAY | July/August 2012

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