RWRetailWire
Back to Discussions
DISCUSSION

Stew Leonard's Celebrates Christmas

Written by George Anderson

By George Anderson

Stew Leonard's is one grocer that knows how to entertain its shoppers and move products. This time of year, it's moving a lot of Christmas trees. In fact, the company claims its three stores will sell 35,000 trees this year along with wreaths, ornaments, lights, stockings, decorations and a whole lot of food for holiday meals.

The grocer kicked off its Christmas tree season with annual tree lighting ceremonies at its Norwalk and Danbury stores. The highlight of the Norwalk event was a 35-foot Blue spruce lit up with 14,000 lights. Danbury lit up a 40-foot Norway spruce tree. Local residents who also happened to be customers at the stores donated the trees.

Stew Leonard's has been successful because it understands its customers. The same is true of its customers who put up Christmas trees for the holidays. According to a poll of 350 customers of Stew Leonard's, 95 percent intended to buy a fresh tree. Seventy-four percent planned to buy their tree between Dec. 1 and Dec. 17. Twenty-one percent said they would wait until the week before Christmas before they buy.

The retailer's selection of trees reflects customer preferences for variety and height.

The most popular tree with customers at the grocery store is the Fraser fir. Balsam firs and Douglas firs are also popular. The most popular size among Stew's customers are trees between six and seven feet high (41 percent), followed by five to six feet (31 percent), seven to eight feet (20 percent) and those made for cathedral ceilings (four percent buy trees eight feet and up).

Taking care of customers has also been a trademark of Stew Leonard's, which explains why it has published a guide to buying a Christmas tree. Here's an overview of Stew Leonard's recommendations.

  1. Measure the height of the ceiling before buying a tree.
  2. Fit the tree to your needs. For example, Balsam firs are a good choice for people who want to buy a fragrant tree.
  3. Place the tree away from heat sources and direct sunlight.
  4. Buy a tree from a knowledgeable and reputable seller. That would be Stew Leonard's, of course.
  5. Test the freshness of the tree. Needles should be "glossy and green, not brown and dry looking."
  6. Cut the bottom of the trunk by 1/2 to one inch to eliminate sap buildup and make it easier for the tree to absorb water.
  7. Never attempt to tie the tree to the roof of your car by yourself.
  8. Buy a tree bag and put it down before putting the tree in the stand. When it's time to take the tree down, just pull the bag up and its ready to go out.
  9. Keep the tree properly watered.
  10. Buy enough lights. Stew Leonard's recommends 100 lights per foot of tree height.

Discussion Question: What can others learn from the way Stew Leonard's does Christmas?

Discussion Thread0