2009年5月4日星期一

Point of sale: The fireworks store


When it comes to fireworks, the free market rules. You can buy them in stores, online and even off the back of a truck in some places. As for product, the choices go on forever: You've got your old standby burning schoolhouses and Roman candles. Then there's the new stuff: Zombies, Mummy's Curses and Big Bubbas. If it explodes, you can probably buy it. And thanks to the Internet, you can learn all you need to know - and even view product demos - before you buy. Chalk one up for the consumer.
Estimated annual retail fireworks sales in Canada: $25 million
Annual sales growth: 5%
World capital of the industry: Liuyang, China (home to 75% of global fireworks production)
Number of Canadian manufacturers: 0
Biggest fireworks retailers in Canada: Mystic Distributing Co. Ltd., Victory Fireworks, Rocket Fireworks
Crucial sales driver: Good weather
Minimum age to buy fireworks in Canada: 18
Top fireworks holidays: Canada Day, Victoria Day, Halloween (in B.C.), St. Jean Baptiste (in Quebec)
Key Industry Wisdom: Fireworks are like liquor; sales go up when people have something to celebrate
Biggest recent change in the industry: Internet sales Percentage of fireworks sold via Internet: 20% to 25%
Retail channel with highest product mark-ups: Off the backs of trucks (as much as 200%)
Percentage of sales from trucks or other temporary locations: 10%
Best advice for a successful amateur show: Even if most of your rockets are duds,
a good finale with your flashiest, most expensive purchase is a surefire way to save the day
Most popular finale product: The Menace (around $30)

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