PEOPLE are leaving big present buying nearer and nearer to Christmas day in the hope they’ll bag themselves a real bargain.
And this year is proving even tougher – even for the big digital retailers.
Nick Glynne, managing director for online retailer Buy It Direct based at Trident Business Park off Leeds Road in Deighton, said it was far tougher this year with profit margins being squeezed even tighter.
“We are now only making a tiny profit on each item,’’ he said. “We feel we are working at twice the pace just to stay the same. Although we have seen a 30% increase in orders, it is far harder this year as we have had to drop prices.’’
He said that although 3D TVs had sold well, other big screens hadn’t and the company had over-ordered by between 400 and 500 which he would now have to discount further.
He said the firm’s sale would start on Christmas Eve and in recent times Boxing Day has been busier for Buy It Direct than pre-Chistmas with people waiting for the sales to start.
“This is why people are waiting and waiting for the discounts to start this week,’’ said Mr Glynne. “Although the products they are after may no longer be available by then, they are prepared to take the risk.’’
He said people were now shunning laptops which they see as more for businesses and college use and opting for the latest high technology gadgets such as smart phones and tablets instead.
“We have also seen a huge increase in sales from overseas due to the weakness of the pound,’’ he said.
Buy It Direct, which employs 130 people – 105 of them at its Huddersfield base – is split into five categories, Direct TVs, Laptops Direct, Appliances Direct, Air Con Direct and Bambino Direct.
