Suppliers are building new and emerging market categories into serious contenders to attract Mother's Day sales for 2010. This strategy to proactively respond to market intelligence is being combined with yet another tactic to put in place initiatives to encourage consumers to up-sell by purchasing a more advanced version of a product or even to be persuaded to buy a second item. The Australian retail climate, often described in recent times as more challenging, is clearly leading to a far more dynamic and inventive response from suppliers keen to generate greater sales opportunities for retailers as they prepare for this peak selling period.

Developing market segments with strong potential include targeting a new breed of discerning tea drinkers keen to purchase the type of products once the exclusive domain of coffee enthusiasts. This emerging market appears well positioned to continue to develop into the future as consumers increasingly embrace an exotic range of teas now available across Australia.

Appliances that respond to clear trends evident in the market, such as a tendency for more Australians to entertain at home, are also expected to perform well this season. This trend, initially noted when economic conditions soured globally, appears to have some staying power as a resurgence in home cooking and dining with friends and family enjoys an ascendancy. The rise of interest in cooking at home is largely being attributed to the popularity of multiple television shows that transform the pursuit of chef-like skills to a near national obsession as these programs reach their final episodes. Kambrook marketing manager Adam Tacey is convinced the increase in sales for food preparation products is 'no doubt' due to the proliferation of cooking programs. Rather than be an observer to this social phenomenon, Kambrook went one step further and became an active participant as a sponsor of the 'Coles Great Aussie Cook Off'.

Unit sales in the total appliance market may also be positioned for growth as suppliers become more imaginative about the possibilities. They are presenting consumers with new compelling reasons to make purchases through steps such as introducing safety features or adding options that promote good health and active lifestyles.

Creative approaches to the aesthetic appearance of appliances is offering yet another convincing motivation to make purchases. Certain kettles, for example, are receiving a visual make-over and being turned into more sculptural pieces in modern finishes. These products are designed to provide statement making conversation starters and to be placed in a prominent position in homes. Suppliers are also taking the initiative to create matching options which, if displayed together in stores, may well add substantial sales to retailers' Mother's Day tills.