The Entertainer, a family-owned toy store chain, has seen sales drop by three-quarters after being forced to close all its stores due to the coronavirus pandemic. The company, which operates 173 shops in the UK, has shifted to online-only sales, converting a warehouse to handle home deliveries while implementing physical distancing measures.
Gary Grant, founder and chairman, said sales are down 75% despite a 10% rise online. The warehouse is operating at only 40% capacity due to safety measures, limiting their ability to meet Black Friday-level demand. Grant noted that while they are trying to adapt, they cannot change overnight.
The virus first affected the company in January and February with supply chain disruptions from China. By mid-March, sales in larger city-centre stores had fallen by half. A 'buy one get one free' sale helped generate cash before the government ordered high street closures. Hundreds of staff have been furloughed, and all unnecessary costs cut, with government support proving vital.
Looking ahead, Grant is concerned about Christmas trading, when the chain usually makes a quarter of its sales. He is uncertain whether families will spend freely or cut back due to the economic climate. He expects cautious stock sourcing and anticipates that shoppers will buy early this year, fearing shortages.
Currently, sales of educational toys, art materials, and adult puzzles have surged as parents homeschool children. The company is selling as many adult puzzles in a week as it normally does in a year.
