Survey: Winter’s Wonders, Woes

Paul Partyka |

CHICAGO — Are you in a better mood during the holidays? Respondents are split on whether their customers are in a better mood during the holidays, according to the latest Wire survey.Thirty-three percent of respondents believe customers are in a better mood during the holidays, while 28.2% disagree. Thirty-eight percent are not sure about how their customers are feeling during the holidays.One of the ways to improve the customer’s mood is to offer something special (food, drink, promotions, etc.) during the holidays. Sixty percent plan on doing something different during the holidays, while 40% don’t have any special plans.There are a host of challenges for operators during the winter; however, maintaining adequate makeup air in the store doesn’t appear to be one. Seventy-eight percent believe they have their makeup-air situation under control. Twelve percent say they don’t have their makeup-air situation under control, and 10% are not sure if they have this situation under control.No one likes doing laundry in a cold store. Thirty-nine percent of respondents expect a few heat-related customer complaints. Fifty-nine percent expect no complaints, and only 2% expect many complaints.If there are more challenges during the winter, it only seems fair that business should pick up to “balance” these challenges. Forty-two percent expect business to increase during the winter (compared to other seasons), while 37% expect business to decrease. Twenty-two percent say winter business is comparable to the rest of the year.Since owners are always catering to customers, we thought it would be an ideal time for the respondents to focus on themselves. We asked, “If Santa could bring you one thing for your store, what would it be?” The responses varied quite a bit. Thirty percent wished for more customers, and 25% put a new washer or dryer on their wish list. One respondent is willing to settle for a giant sack of money, while another is seeking elves to run the store.While the American Coin-Op Wire survey presents a snapshot of the audience’s viewpoint at a particular moment, it should not be considered scientific.Subscribers to the Wire e-mails — distributed weekly — are invited to participate in an industry survey each month. Click here and follow the menu instructions to sign up for the free e-mail service.

About the author

Paul Partyka

American Coin-Op

Paul Partyka was editor of American Coin-Op from 1997 through May 2011.


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