David Jones tips best-sellers for Father’s Day

Buying manager shares his pick of the crop.

David Jones buying manager for electrical, furniture and bedding, Greg Maddison (pictured below) has told Appliance Retailer that sales are strong across multiple categories of small electrical appliances in the lead up to Father’s Day. The most popular products for Father’s Day range from shavers and electrical grooming by Philips, Braun and VS Sassoon to Philips personal/oral care.

In small domestic appliances, semi-automatic and capsule machines from Nespresso, Breville, De’Longhi and Sunbeam, as well as juicers and blenders by Breville, Nutribullet, Vitamix, Kuvings and Ninja are expected to sell strongly. As for new technologies that look interesting, Maddison is impressed with the Breville Smoking Gun that is built with polyscience technology to allow smoking of meats and cheese at home.

“Customers are becoming more favourable towards normally ‘out of home’ activities that take place in the comfort of their home like barista quality coffee at home from a capsule coffee machine and fresh fruit and vegetable juices from a range of juicer appliances.”

He said strong sales are generated from business activities including the David Jones Father’s Day catalogue, press, EDMs, gift with purchase and cash backs, supported by in-store events such as demonstrations and tastings. “EDMs and tactical activity that are scheduled around Father’s Day alao lead to strong online sales and an uptake in our click and collect service,” he said.

Brand awareness has a role to play too when it comes to Father’s Day sales with major electrical brands usually the customer’s first point of call. “However, once in-store and through consultation with sales staff, customers are more likely to purchase brands they are not as familiar with, when they have been given a background on the brand and the key qualities of the product are explained.”

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