Russia's Dixy Group has announced that its Dixy Group and Victoria stores will be open on New Year's Day for the first time ever.
Neighbourhood stores will operate until 21:00 from 31 December, and on 1 January will open as early as 11:00, whereas Victoria stores will open at 13:00.
Stores will also offer an expanded New Year's selection, including gourmet foods, souvenirs, gifts and home decor. The discount catalogue will also be doubled, compared to previous months.
Sales preceding New Year's Day are very profitable, said the retailer. Caviar sales are three times larger in December than other months, whereas sparkling wine sales increase by 2.5 times. Compared to November, typical demand for chocolate products grows by 60% in December, and in the days prior to the New Year, by 200%.
The 30 and 31 of December usually generate the most prolific sales.
"Neighborhood stores are especially relevant on holidays – customers come to us for products you can’t buy in advance: bread, fresh vegetables and fruit, chilled meat and poultry for the New Year table. By opening our doors [during] the very first hours of the new year, we are happy to maintain festive spirits throughout the holiday period," said Dmitry Kostyukhin, operations director of Dixy Group.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
