Overall, health food retailers say Xmas season sales held steady despite reports that consumers had opted for a more “relaxed Christmas”. If we were rating it we’d probably give it three crackers out of five.
A number of retailers reported a quiet November but saw sales pick up significantly in the last week before the big day.
Mike Abrahams of Wild Oats in Bristol told us. “We were up 3% on last year. Taking inflation into account it means we held steady against last year’s Christmas trading period. There was a noticeable dip in November but some late activity in December. But all that is set against some very respectable figures for 2012 generally. In terms of trends, I’d say we sold less premium skincare products this Christmas, but saw good sales for remedies – especially milk thistle and Echinacea!”
Randi Henderson of Elixir Health in Wadebridge also reported good sales of winter remedies through the festive season. “The colds and flu meant a lot of people were out of circulation for a normally busy period. But they came in coughing and spluttering and asking for Echinacea and vitamin C when as soon as they were on their feet!” But Henderson noted that there was less frenetic Christmas food buying going on. “I think some people think Christmas has got out of control, and they wanted a bit more of a relaxed Christmas”. In the end it pretty much evened itself out with takings around the same as last year.”
Brian Cunningham at EcoHealth in Dunoon told us he’d seen a slow build up to Christmas. “I was getting nervous and wondering if we’d over-ordered on Christmas food. But we had a few manic days just ahead of the holiday and we ended up about 7% up on the same period last year – and I’m happy with that.”
Lucy Gatwood of The Better Food Company told us that Christmas sales were 15% up at its Whiteladies store thanks to strong food – especially cheese – and alcohol sales. She added: “This year we didn’t have so many non-food items, and the range of food we did was smaller and better chosen.” And the Bristol-based retailer is already planning for next year’s festive selling period. “We all make notes about the Christmas period while in happens, and then compare them after Christmas – which helps us see what’s selling, and plan for next year.”
Matt Lamb at Down to Earth in Hove had “some really big days in December”. “We haven’t looked at the final figures but in the seven days before Christmas, six were probably the best we had all year. I’d say Christmas Eve was up 30% on last year. We didn’t sell loads of Xmas-branded stuff but we knew people were buying as gifts – you’d see people coming for £35 worth of Barefoot Botanicals, that kind of thing.”
Some retailers had even better results – even if it they weren’t putting them down to Christmas. “We had put best ever week in the run up to Christmas. But takings were up across the board, rather than for Christmas and gift products. I think a lot of it can be put down to the regular – weekly – ads we committed to with our local paper. It’s been driving sales and bringing in lots of new customers. We use the ads to tell people that they can come to see us for qualified advice – that we known what we’re talking about. We’re saying ‘come in and treat us like a pharmacy’. And if you can get people doing that there’s a great opportunity. What’s really encouraging is that we had a stunning week straight after Christmas!”
How was it for you?
“We had our best ever week in the run up to Christmas. But takings were up across the board, rather than for Christmas and gift products”
Angela Stephenson, Natural Food Store
“It was a mixed picture for members, with some reporting a slightly flat Christmas, but others saying there was a late spurt”
Avril McCracken, NAHS
“We had our best December ever. And what’s really encouraging is the number of store openings we’re seeing opening”
Cheryl Thallon, Viridian
“In terms of trends, I’d say we sold less premium skincare products this Christmas, but saw good sales for remedies – especially milk thistle and Echinacea!”
Mike Abrahams, Wild Oats
