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Amid all the doom and gloom about the economy, there is good news. According to the marketing consulting firm Unity Marketing, gift items that deliver a message are to be among the hot sellers this year.
The company recently studied the $27.1 billion U.S. giftware market and found that occasion-specific gifts are both the fastest-growing giftware category and the largest revenue-producing product category. The key to these sustainable sales seems to be the personal connection associated with giving an occasion-specific gift — there is an emotional connection not found by pumping gas or paying bills.
What does this mean for the retailer? It means that creating a pleasant shopping experience and connecting with the customer are good for both their spirits and your bottom line. With people cutting corners even more these days, they want to spend their money on something that makes them feel good and means something.
Taking the time to talk with them and finding out why they’re in your store and what they need is what separates specialty retail from the chains — and keeps them coming back for more. |
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Industry Profile
Terry Tarnow, Manager/Buyer
Dennos Museum Store
Traverse City, Mich.
What makes your store unique?
We are a small store at 500 square feet, but have been told over and over that we carry a great selection of merchandise. I am lucky that our museum has one of the largest collections of Canadian Inuit Art in the U.S. This makes us a destination for Inuit collectors and gives a wonderful boost to our revenues. My Inuit Art department is the number one revenue generator for my store.
In addition, we change exhibits four times a year. I devote the front section of the store to merchandise that relates to current exhibits. We have a wonderful museum director who finds us great exhibits, which allows me to find fun merchandise that won’t be found in other stores.
What is your retail background?
I was raised with retail and art. My father owned women’s apparel stores and my mother was an art historian, so from an early age I was always going with dad to work. I worked various retail jobs throughout high school and college and after graduation. I did some specialty buying for a craft supply store in the early '70s.
The Dennos Museum Center opened in 1991 and executive director Eugene Jenneman came to me and asked if I wanted to be part of his staff team. He gave me a few choices of jobs and I jumped at the chance to be the manager/buyer for the museum store. Museum stores have always been my favorite place to shop. The first year or so was hit and miss but the store has always shown a good profit for the museum.
What is the most popular product you sell?
Our best selling items are the Inuit Art. We sell one-of-a-kind carvings and limited edition prints and each summer we have an Inuit Art Sale where we bring 200 new pieces into stock. We are known for our Inuit collection and I have many collectors who visit us each year. We also make sure to stock Inuit books, notecards and gift items.
What trade shows do you attend?
I always attend the Museum Store Association Expo, which is in conjunction with their annual conference. I love that show because it is small but has merchandise that works for museums. I alternate other shows and travel to a different one each year — San Francisco, New York, Chicago and Toronto are the shows I have attended.
I really work shows. I take lists of upcoming exhibits and gather catalogs for use in the future. I always make sure to tell vendors that I can’t order now but they may hear from me in the future. When I do order I make sure I tell the vendor where I found them.
What are the least and most expensive products you sell?
Our most expensive is the Inuit Art, as we have pieces up to $2,000. The least expensive would be items in our children’s dept; we sell marbles for nine cents and rocks starting at a dime. I feel it is really important to have merchandise in all price ranges. I want kids to feel welcome in the store and have a fun selection of items to pick from, as well as having a wide range of items for adults.
What advice do you have for other retailers?
My advice comes from working in a museum setting. I think it’s really important to have open communication with other museum staff. I am always showing them examples of merchandise I am thinking of purchasing; it helps to get reinforcement that what I am choosing is the right choice or to be told I may be looking at a dog.
Train your staff, both paid and volunteers, to be friendly and know the products you carry. My best staff person is great at giving customers suggestions for add on sales. This comes from careful study of the shop.
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What have you found to be the
most valuable form of promotion
for your store?
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Scramble Squares Puzzle Honored as Best Educational Product for 2008
B.dazzle inc. of Redondo Beach, Calif., has announced that its "American Revolution" Scramble Squares nine-piece brain teaser puzzle has been honored by The Institute for Childhood Resources in San Francisco as among "Dr. Toy's 10 Best Educational Products" for 2008 and as one of "Dr. Toy's 100 Best Children's Products" for 2008.
Fiesta To Offer Gift Cards
More and more holiday shoppers want the convenience of gift cards not just for Christmas but also for other special gift-giving times all year round. Due to such gift card popularity the gift accessory market is expanding and soft toy maker Fiesta is on that bandwagon.
Date and Location Change For Winter 2009 NYIGF
George Little Management, LLC (GLM) has announced that the winter 2009 edition of the New York International Gift Fair (NYIGF) will run Sunday, Jan. 25 through Thursday, Jan. 29 at New York City's Jacob K. Javits Convention Center and Passenger Ship Terminal Piers 90, 92 and 94.
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Peanut the Chipmunk
“Peanut” the chipmunk is a realistic little plush critter that is easily recognized. He’s as charming and loveable as real chipmunks found throughout North America.
Stuffed Animal House
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Coordination Station
For Bare Feet is premiering new shirt/sock coordinates. Bear and moose designs are displayed on earth-tone green and red shirts, with other designs available.
For Bare Feet
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Himalayan Salt Lamps
Himalayan salt lamps and candleholders from Designed 4 Life are made with 100 percent edible salt. The salt lamps eliminate harmful air particles and purify the air.
Designed 4 Life
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Spooky Fun
From Birdcage Press, Gallery Ghost is a spot-the-difference game, a ghost story and an art book all in one. Winner of Creative Child Magazine’s 2008 Book of the Year.
Birdcage Press
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TEXT-ONLY ADS ARE AVAILABLE!
Call Gavin Cribbs to find out how you can advertise your product or business in this special text-only ad area! 800-825-0900, ext. 109 |
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