Good weather impacted sales on Swedish Mother's Day

The sun might be shining for mothers in Sweden at this year’s Mother’s Day (May 27, 2018), sales were a little bit disappointing, according to Henrik Astrom of Axfood. “We had really good weather, which had an impact on the sales of especially the mixed bouquets.”

On the bright side the Phaleanopsis did a good job due to low costumer prices. Axfood sold 3.5 times more of the popular potted plants compared to 2017. They also did have an increase in sales of roses, a popular product for Mother’s Day. “Normally we sell 40 cm roses, but especially for Mother’s Day we offered 60 cm roses that we got from Kenya. Not only are they larger, they have also bigger heads, the total impression of this product is a lot better. There was a demand for bigger, higher quality roses”, Henrik explains. “We promoted these roses to customers. As a result, sales went up to 30 percent.”

“Next year we want to focus more on the higher value products. I think we can do better. We always have high expectations, but we also need to realize the weather does have a little bit of an impact. And that is something we cannot control.”

A few years back Axfood started to implement barcodes for their products. It gained a perfect insight of the sales. Henrik is still very happy with the system. “This way we can manage our sales based on facts, not on feelings.”

For more information
Axfood
Henrik Astrom
+ 46 42 295408
Email: henrik.astrom@axfood.se
www.axfood.se