Stores have been urged to apply for firework storage licences before the cut-off point to be part of a ‘bumper’ sales opportunity fuelled by the Covid-19 pandemic.
With major displays cancelled in UK cities for events as far away as New Year’s Eve, Steve Raper, chairman of the British Fireworks Association and Bright Star Fireworks operations manager, told Better Retailing: “It’s a new opportunity for retail this year because it’s a captive audience. People who would love to go to a display will be looking for alternatives.”
He added that major multiples supplied by Bright Star were also banking on a larger-than-usual retail event.
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Rish Datta, sales director at Emperor Fireworks, explained: “What we’ve seen in the US is that as they came out of lockdown earlier in July, their Independence Day sales were up 200% year on year.
“People wanted a release and fireworks are very much part of that. We’re hoping for a similar uplift because big displays aren’t going to be happening. We’re already selling out of some items. There’s demand across the board.”
Asked whether stores that hadn’t previously sold fireworks still had time to apply, Datta responded: “Definitely. There’s still time to apply and get your fireworks storage licence ready for the start of the season on 15 October, but the very latest deadline is the end of this month.”
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However, stores were told to check with their local council, with some local authorities requiring applications by as early as 20 September.
According to Raper, it’s not just lockdown presenting a special sales opportunity, it’s the timing of the year’s major events. “Diwali extends this year’s fireworks season, so it will end on 15 November rather than the usual 10 November. It’s a straight-through period from mid-October, a good long season.
“The 5 November falls on a Thursday, so there will be good potential sales the weekend before and the weekend after. Diwali is more of a one-hit, falling on Saturday 14 November – that’s three strong weekends.”
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Although firework storage applications and renewals do incur small costs, Datta said margins of more than 60% made it “a key trading opportunity” for independent shops. He reassured retailers: “There’s a misconception that a firework storage licence is hard to get, but it’s not difficult.
“You don’t need an agent, you don’t need to advertise it in a local part, it’s 10 times easier than selling alcohol and if anybody needs help with the process, we’d be more than happy to guide them through it.”
Raper urged retailers to make sure customers are clued up on firework safety when making a purchase, with firework-code posters available to download from britishfireworksassociation.co.uk
Find out more on our coronavirus information hub for retailers
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