Author: Jacqueline Button
In the shops in April there were milk chocolate eggs, dark chocolate eggs, white chocolate eggs, big eggs, small eggs and enormous eggs, cute bunnies, stylish bunnies and scary bunnies, and the odd chocolate bear or duck.
If you’re a chocolate retailer you expect your best trading period to be Easter time. Thorntons, perhaps the High Street’s best known chocolatier is celebrating its centenary this year. But if it had 99 years of strong Easter trading it wasn’t to have a hundredth. The company has just issued its second profits warning of the year with like for like sales down by 12.6% on the last quarter.
It is now estimating annual profits of £3m to £4.5m. That’s a lot of chocolate but not as must as it sold last year when it made a profit of £6.1m.
And what does Thorntons blame for its poor sales of eggs and bunnies? The weather. That would be the same meteorological force on which it (amongst others) blamed its poor Christmas trading. But whereas December sales were affected by the ice and snow Thorntons reckons that the hot April weather put customers off buying chocolate.
Is this the real reason? Or the only reason? Yes, chocolate melts in hot weather but surely the combined feel-good factors of sunshine, days off work and that wedding everyone’s talking about would be more likely to make consumers splash out on chocolate goodies than less. Besides, you can keep it in the fridge.
It seems more likely that it’s a combination of factors which have hit Thorntons’ profits this Easter. One is increased competition – Thorntons isn’t the only chocolate shop on the High Street and its not just chocolatiers who sell Easter eggs. Hotel Chocolat is a dark and sophisticated presence in the market and, in London, there is even more luxurious competition from the likes of Maison du Chocolat and Godiva. All the supermarkets were selling Easter products and it’s much easier for busy parents to stock up with eggs whilst they do the weekly shop than to take time out of a busy day to queue up at Thorntons, not to mention the wider range of products and the host of three for two and bogof offers which the supermarkets were promoting.
Another factor is an increased awareness of health issues – chocolate is not, unfortunately, good for you. And finally, in households where the R word still resonates purse-strings are tight and chocolate is not (and I personally struggle with this concept) an essential purchase.
So what will the results of Thorntons’ melting profits be? One is that they’re selling ice cream in more stores which can only be a good thing, but flippancy aside the main outcome will be the closure of some of Thorntons’ 600 stores. 9 have closed this year already and the company has said that with a lot of leases coming up for renewal it will review its portfolio with a view to more stores closing. I have already blogged about the trials, tribulations and proposed store closures of other retailers such as HMV and JD Sports and it is depressing to add Thorntons to that list, especially as it celebrates its centenary. In some towns there will be another empty shop on the High Street and chocoholics will have to get their fix elsewhere.
Posted by helenrothwell at 5:10 pm on May 3, 2011.
Categories:
Jacqueline Button, Retail
Tags: BOGOF, Easter, Easter Eggs, health issues, Heat, Hotel Chocolat, Ice, Maison du Chocolat, Profit Warning, Snow, Thorntons, Warm Weather, Winter