Coles sells hot cross buns on Boxing Day
For the first time in history, Coles is selling hot cross buns a day after Christmas. But not all shoppers agree, with more backlash emerging as the move divides Australians.
Retail
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Exclusive: In a controversial move, Coles will start selling hot cross buns on Boxing Day for the first time ever — dubbing them Boxing Day buns.
The supermarket giant has made the decision to sell the buns a day after Christmas, after they sold more than 60 million kilograms of buns within just four days of launching them in the post-Christmas period on December 28 last year.
The move has upset some shoppers today, with many divided over the issue.
One News Corp reader named David said: “The sale of hot cross buns so close to Xmas and yet so far from Easter is wrong. I know it is all about money for the big shops but give us a break. The simple thing to do is take the cross off the buns and just call them sweet buns. Put the cross back on closer to Easter.”
But reader Ron wrote in saying: “You no you do not have to buy them it is not compulsory.”
Sales data obtained by News Corp has found the top suburbs where hot cross buns have been the most popular in December nationally were Penrith in NSW, Waurn Ponds in Victoria, Carindale in Queensland, St Agnes in South Australia, Dunsborough in Western Australia, Devonport in Tasmania and Coolalinga in the Northern Territory.
In NSW, the top selling hot cross bun areas are Penrith, Broadway, Chatswood Chase, Lake Haven, Castle Hill, Pagewood, Erina, Balgowlah, Casula and Stanhope Gardens.
In Victoria, the top selling hot cross bun areas are Waurn Ponds, Ocean Grove, Knox, Mildura, Kangaroo Flat, Berwick, Chirnside Park, Warrnambool, Carrum Downs and Ballarat.
In Queensland, the top selling hot cross bun areas are Carindale, Springfield, Mackay, Toombul, Aspley, Wynnum West, Mango Hill, Albany Creek, Nambour and Sunnybank Hills.
In South Australia, the top selling hot cross bun areas are St Agnes, Gawler, Reynella, Mt Barker, Port Adelaide, Glenside, Kilburn, Evanston and Marion.
In the NT, the top selling hot cross bun areas are Coolalinga, Casuarina, Palmerston, Alice Springs, Darwin and Northlakes.
In Tasmania, the top selling hot cross bun areas are Devonport, Newtown, Meadow Mews, Eastlands, Kingston, Glenorchy, Sorell, Ulverstone, Mowbray and Sandy Bay.
In Western Australia the top selling hot cross bun areas are Dunsborough, Ocean Keys, Warwick Grove, Ellenbrook, Haynes, Joondalup, Baldivis, Wanneroo, Byford and Booragoon.
A recent Coles customer survey also revealed more than half (53 per cent) of shoppers had enjoyed hot cross buns outside of the Easter period.
Coles Own Brand Manager Jasmine Medwell defended their decision to starting selling hot cross buns early, saying customers expect to be able to buy them straight after Christmas.
“While they used to be an Easter-only treat, our bakers are constantly being asked by customers when they can get their hands on our hot cross buns,” she said.
“We’ve seen early sales of hot cross buns soar in the few days before January 1, so we know that a large proportion of our customers want to enjoy these delicious treats as soon as possible.”
But the move is not without controversy. In previous years the major supermarkets have copped backlash from customers on social media claiming they should not be selling the buns earlier than the weeks closer to the Easter period.
Retail expert Associate Professor Gary Mortimer from Queensland’s University of Technology told News Corp hot cross buns were now referred to as “early sellers” designed to create conversation.
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“It will be a big discussion point around the family dinner table, and it is a surprise to see them out so early, it’s a big move,” he said.
“Ultimately the psychology behind it is called ‘signalling’. Having them out early is a signal to customers that you’re in the market to serve them this Easter.
“As all Christmas items are marked down by 50 per cent, having a display of hot cross buns will create conversation and traction in-store.”
Coles’ rival Woolworths confirmed to News Corp it would not be offering hot cross buns until January 2.
“Our bakery team has spent the past few months perfecting the range and this year we will have some new and exciting twists for our customers to enjoy,” a Woolworths spokeswoman said.
ALDI Australia also told News Corp it will not be selling its hot cross buns until January 8.
“The Australian made Baker’s Life range will include everyone’s favourites: traditional, fruitless and chocolate chip,” a spokeswoman said.
“Our customers can also look forward to the addition of some new varieties.”
Originally published as Coles sells hot cross buns on Boxing Day