Christmas on a Poundland budget

By the start of December shops are heaving with all manner of products from party food to calendars, tinsel to perfume.

Willenhall-based Poundland has become the most successful single-price store chain on the UK high street.

It made £23.1 million profit on sales of £880 million in its last financial year and has more than 500 stores.

Its popularity means big business at Christmas time, with between 1,500 and 2,000 temporary workers recruited during the festive period.

• Do you do your Christmas shopping on a budget? Have your say in the comments section

But is it really possible to do all of your Christmas shopping under one roof?

Ray Linsley, Poundland's regional manager for retail parks, thinks it is possible – depending on what you are looking for.

"I think the answer is that it depends what you are shopping for at that particular time," he said.

"We are a general merchandise retailer so whilst we carry a full range of products we do believe there is enough choice to satisfy people's needs and it is amazing value.

"I have been with the company for five years and I continue to get surprised at what we do and how we do it. The Christmas aisle just amazes me."

The 'Christmas aisle' does pretty much what it says on the tin and the Express & Star took a visit to the Great Bridge shop to see exactly how much you could get in store.

Jam-packed with everything you could possibly need to wrap gifts and decorate the home, aisles are filled with festive cards, 2014 diaries, tinsel, baubles and tree decorations, as well as wall hangings and wreaths.

There is also artificial 'snow' to decorate your windows and on top of that there are an array of gift sets.

This week shoppers were browsing shelves of shower gels and lotions, manicure kits and nail polish sets, while there are also football boot-shaped money boxes, moustache-shaped ice cube makers, cosy slippers and scarves, and embroidered purses and trinket boxes.

If that wasn't enough, there are presents for your pets, calendars, books, CDs and DVDs, while the food aisle is a sweet-toothed person's dream, filled with selection boxes, chocolate truffles, chocolate Santas and candy sticks.

Surviving the Christmas period is no mean feat for Poundland, and even with the extra seasonal staff, employees are hard at work through the year ensuring the best bargains are available.

At the start of the year the events team – which is responsible for Christmas goods – will visit countries such as India, China, Hong Kong and America to take a look at products.

Poundland boss Jim McCarthy told the Express & Star that everything Poundland sells should aim to deliver great value for money.

Big name manufacturers are prepared to either strike a deal on price or produce special Poundland-sized packs because of the volume of stock that the chain can sell.

And Mr Linsley said certain teams look after certain products in terms of buying and carry out regular buying trips.

Products sold in-store are bought in categories including food and non-food, there is a development team and also the events team who look after all of the seasonal products.

"For Christmas they will go out at the end of January and start for next Christmas – we take the lessons from this Christmas and look at the packaging and design and what went well," he said. "We take that information and take it into next year."

Company

And Mr Linsley said the company was 'blessed' with its buying team.

"I think we are very blessed with some very skilful buyers who understand the customer.

"We have a relationship with our customer – still the most asked question is 'how much is this? I picked it up and think is it really a pound?'. "These guys and girls go out all over the world to find the products.

"As well as this, we are now not a small company. "We just opened our 509th store. We have got leverage of size so we can get the best possible prices, and suppliers know we are a safe pair of hands.

"It works for everybody – the customer, the supplier and the beauty is the pound because people come to us and know we are going to sell it for a pound. It is a business model that works very well."

At the Great Bridge store, Mr Linsley said there are already a number of products that are proving popular this year, such as Cadbury selection packs, boxes of Milk Tray, as well as popular treats including Maltesers, Walnut Whips and Toblerone.

Kodak batteries, aluminium foil and foil roasting tins and kitchen towels are also selling well, while festive-inspired goods that are flying off the shelves include a small bear, snowflake window stickers and cling jelly and Christmas lights, cards and flashing Christmas jewellery.

"Christmas can be expensive, and with having Poundland I think many people have found that we are a solution to making their ends meet," Mr Linsley added.

"I never underestimate the value of the pound price point.

"I think that helps and you can still have a great time and get great products without breaking the bank.

"That is the secret of the pound.

"We have a tremendous step change in turnover this time of year and I think it's because we are famous for the pound."

So, can you really do all of your Christmas shopping under one roof?

Poundland does not claim to be able to sell everything under one roof. It remains to be seen whether anyone would attempt to do the whole of their Christmas shopping in-store – you wouldn't be able to get your turkey there for a start.

Occasion

However, if you are on a strict budget it is surprising how much you can pick up in store.

Like bosses say, one of the constant questions customers ask – despite being in a store where everything is clearly priced at the same amount – is, 'is this really just £1'.

And I can vouch for that as on my occasion I found myself doing the same thing.

There were branded goods such as a Peppa Pig harmonica and a My Little Pony tiara set, which were incredible value, when in other shops or even online, branded products are far more expensive.

The same goes for the packets of Christmas biscuits, CDs and even the candle sets, picture frames and decorations.

The store is perfect if you have a secret Santa present to get for work colleagues, while the toys, jewellery and make up sets and books make excellent stocking fillers.

Best buys for me are the must-have festive Christmas purchases – foil baking trays, festive tablecloths, wrapping paper and cards.

And you would be hard pressed to find better value on some of the novelty items like gift stockings and Santa hats.

So while I cannot say I would do anything close to my entire Christmas shop at Poundland, it is definitely worth a visit to pick up those festive items.