Christmas campaign begins at DCS Group

Leading distributor DCS Group has kicked off a campaign to help wholesalers and retailers drive more Christmas gift sales in the lead up to the 2021 festive period.

The group conducted a Christmas Gifting webinar on 26-27 January, where a number of major brands including P&G, Unilever, Beiersdorf, Colgate, T2 and Childs Farmtook showcased their 2021 gifting products.

“It has been fantastic to see so many of our valued partners joining us to kick off the 2021 campaign,” commented Matt Stanton, head of category and insight at DCS Group.

The Q4 festive period is such an important time for businesses that it is crucial we start early and help our wholesaler and retailer customers get a head start.”

This is the first time DCS held its key Christmas Gifting interactive sales meeting via a video conference.

Speaking at the webinar Sarah Ward, managing director of the British Allied Trades Federation, said early execution of in-store gifting plans is more important than ever.

“We saw shoppers starting their Christmas shopping earlier than usual in 2020. Retailers who launched their in-store activation early were able to capitalise whereas those starting later were negatively impacted. The presence of gifts in store triggers the Christmas shopping behaviour in shoppers,” she said.

“Whilst there is still uncertainty about the future, the best way for wholesalers and retailers to plan is to treat the occasion as business-as-usual.”