George at Asda has experienced a remarkable surge in its back-to-school sales, almost doubling compared to last year.
- Sales increased by 88% in the first two weeks of the campaign ending on 15 June.
- The success is attributed to a strategic early bird promotion and an investment in staff training.
- Despite a slight decline in overall clothing sales, online sales saw growth during this period.
- Asda’s overall revenue showed an increase, although like-for-like sales slightly decreased.
George at Asda has reported an exceptional start to its back-to-school season, with sales nearly doubling year on year within the first two weeks of its campaign. The brand recorded an impressive 88% increase in sales compared to the equivalent period last summer, illustrating a strong consumer response.
The primary driver for this sales surge was Asda’s first-ever four-day ‘early bird’ promotion, offering a 20% discount on George schoolwear items. This strategy successfully attracted customers, eager to capitalise on early savings for school essentials.
Furthermore, Asda invested over £350,000 to enhance customer service during this critical period, training 150 store colleagues to assist families in selecting appropriate sizes and products efficiently. This significant investment underscores the company’s commitment to enhancing the shopping experience.
Despite the promising start to the back-to-school sales period, George clothing sales faced a 3.9% decline on a like-for-like basis over three months, a fall attributed to Asda’s strategic decision to refrain from significant promotional activities within the fashion sector.
Nevertheless, online sales for George improved by 3.9% year on year in the same three-month period, signalling a shift in consumer purchasing behaviour towards digital platforms.
Asda’s total revenue, excluding fuel, grew by 2% in the first half of 2024, although like-for-like sales saw a modest decline of 2.1%. These figures indicate a nuanced performance, reflecting the complexities of the current retail environment.
George at Asda’s strategic initiatives have delivered strong early results in their back-to-school campaign despite broader market challenges.
