Why September is the perfect time to refresh your birthday range

Posted by Jo Jeffery on 21 August

September is the busiest month for birthdays – and for independent retailers, that means an opportunity to sell more than just a card.

With so many birthdays falling towards the end of September, now is a great time to refresh your birthday offer or, if you don't already have one, try introducing a dedicated birthday range.

And the opportunity isn't just about selling more cards. Birthday shopping can help you build bigger baskets by giving customers everything they need to celebrate in one place.

September is the UK's birthday hotspot

According to the Office for National Statistics, 26 September was the most popular date of birth over the last two decades, with eight of the ten most common dates of birth falling towards the end of September. The other two were in early October.

On an average day, we would expect around 1,800 births if birthdays were evenly distributed throughout the year. On 26 September, the average was closer to 2,000.

So, if you already stock a birthday range, September is a good time to give it a refresh. And if cards are a strong performer in your shop but you don't currently have a dedicated birthday offer, this could be the perfect time to give one a go.

Birthday shopping can mean bigger baskets

A birthday customer rarely needs just one thing.

A card might be the starting point, but they could also be looking for:

Gift wrap
Candles
Balloons and decorations
Party tableware, such as paper napkins
Cake accessories
Dress-up and party accessories

Cake candles are one of the most popular birthday purchases after cards, but there's plenty of potential for additional purchases, from balloons and decorations to tableware and dress-up.

The key is to make those extra purchases easy for customers to find. In our recent birthday survey 94% of customers said they were more likely to buy additional items if they were grouped togather.

Create a simple birthday destination

You don't need a huge amount of space to create an effective birthday offer. A birthday range can work on a shelf, pegboard, counter or in a basket.

Grouping complementary products together can help customers see the possibilities and encourage them to build their basket – whether they're buying a card and candles or putting together everything they need for a party.

Think of the birthday card as the start of the basket, not the end of it.

Why choose Talking Tables for birthdays?

We keep birthday simple.

Superhero, safari, space, sea... there are countless party themes and trends, and trying to cover them all can make choosing a birthday range complicated. Our birthday collections are designed to make things easier for both retailers and their customers.

One range, lots of customers

Our birthday collections are gender-neutral, making them suitable for a broad range of shoppers and celebrations.

Easy to merchandise

The collections are colour-coordinated, helping you create a cohesive birthday display without having to match products from different ranges.

For every age

From children's birthdays to milestone celebrations, our birthday products are designed to work across different ages and occasions.

So, whether you're refreshing an established birthday display or introducing a birthday offer for the first time, September is a great time to make birthdays a bigger part of your shop.

Birthday best sellers