DIY co-operative offers tool gift ideas for consumers to get them spending in hardware stores this Christmas.


The Christmas brochure, which launched on October 17, is titled 'The Really Useful Gift Guide' and features 30 tool-themed products, including multi-buys and add-ons. The promotion has been themed around price points, rather than product categories, which Mica feels will appeal to consumers in the current economic climate, with gifts for under £5, £10 and £20.

The additional brochure for the Christmas period was requested by Mica members, explains Mica ceo Steve Ball: "This is a 'for the members, by the members' solution to a problem that has always been there; the perception that a hardware store isn't the place to go for Christmas gifts."

He explained that participation has already been higher than was expected, with Mica having to go back to the printers to get estimates for higher print runs. Mr Ball exclaimed: "We've had to go back to the printers twice," adding, "it really is great to see the membership putting forward and then embracing new ideas that have come from the group... I feel sure this will become a feature of the Mica promotional calendar from now on."

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