Shoppers are snubbing branded stationery for Officeworks-owned labels that are better value, says chief executive Sarah Hunter.
Budget-friendly private label brands are selling three times faster than branded stationery at Officeworks, with the office and school supplies retailer bracing for its biggest Black Friday event as parents cut costs amid cost-of-living pressures.
“What they are purchasing is tending to be around the private-label type product or the entry point type product.” Hunter says private-label brands also enable Officeworks to sell sustainable products with recycled components “at the same price as … plastic ones, because our customers do want to buy sustainably, but they don’t necessarily want to pay more for it”.Research commissioned by Officeworks showed 37 per cent of shoppers plan to bring Christmas purchases forward if they see a good deal.
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