Maplin has reported a 2.3% lift in like-for-likes over the Black Friday and Christmas period, boosted by sales of CCTV equipment, which were up 31.7% year-on-year, and drones.
The electricals specialist chose to offer customers a full week of sales over the Black Friday period, slashing some prices by over 70%. It also increased stock levels by 200% on popular product ranges. As a result, online sales between November 27 and January 2 rose 33.3% and click-and-collect transactions also grew, now accounting for 36% of all online sales.
Oliver Meakin, Maplin’s CEO since September, did however admit that profits were “marginally behind” last year because of Black Friday, but declined to give an exact figure. He also declined to give a total sales figure.
“Customers are thinking more about security and the price point of CCTV is more attractive these days, plus it is relatively easy to install,” said Meakin.
Maplin cited “three peaks” in Christmas trading, similar to the experience John Lewis recalled. These distinct peaks emerged around Black Friday, in the week before Christmas and during post-Christmas sales.
“I genuinely don’t believe pure play retailers, either online or bricks-and-mortar, will be the winners in the long run,” Meakin said on the rising threat from e-tailers such as Amazon.
“I believe that in the market we operate in consumers want advice and they want the ability to choose how they shop with the brands. It’s not necessarily convenient to have to wait at home between 12 o’clock and 1 o’clock for a delivery, instead of going to a shop to speak to someone who knows what they’re talking about for advice.”