Fall 2021
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
instoremagazine.ca
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contents
inStore VOL. 08/NO.01
33
inStock DEPARTMENTS
12 Pretty in Pink Personal care pick-me-ups 14 Nature’s Garden Must-have candles and personal care
THIS ISSUE
Fall 2021
27
inStyle
inSight
FEATURES
DEPARTMENTS
27 Spring Has Sprung!
Spruce up your seasonal department with fun new products for spring
39 Feather The Nest
The freshest selection of new home décor
10 Hello! Celebrating our 8th Year! 51 Final Thoughts on 2021 Retail expert and business coach Barbara Crowhurst shares her final thoughts and advice for stores heading into the last fiscal quarter of 2021 53 Becoming an Advocate, Influencer and Pivoteur Independent retailer Diane Petryna discusses her evolution from entrepreneur, small business owner and independent retailer to advocate, influencer and pivoteur.
16 Green Goods A fresh crop of eco-friendly products FEATURES
33 Spring Into Style
Fashion finds for spring
43 Gather Around
New introductions for the kitchen and table
56 46
inForm DEPARTMENTS
19 News & Notes New lines, launches, industry goings-on and upcoming trade shows 54 CanGift Connects Time to Look Ahead FEATURE
46 ‘Tis the Season
Part two in this series on how to get your business retailready for the holiday season By Claire Sykes
VIEW THIS ITEM ON PAGE 36
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RETAIL MAKEOVER I.T. 2021 will be without a doubt a challenging year for all retail sectors. In light of the evolving events surrounding COVID-19, we are helping Independent retailers and other small businesses survive. We have the plan for you. Your first meeting with us is free.
The COVID-19 Retail Emergency Strategy Survival Plan
Our survival plan is focused on what you must know if you want your Retail Business to survive through these uncertain times.
Plan Today
Barbara J. Crowhurst Leading International COVID Emergency Retail Business Coach, Author, Speaker, Sales Trainer, Retail Store Designer, Merchandising Specialist, Social Media Marketing Specialist Office Line Ext 1: 905.686.8898 Mobile Line: 416.522.8169 Email: retailmakeoverca@gmail.com Website: www.retailmakeover.ca
Website Design, Consulting, Training, Setup, Design, Customizing, Maintenance, SEO Optimization
Contributing Editors Barbara Crowhurst, Leslie Groves
Contributors Barbara Crowhurst, Castlerock Studios, Will Fournier, Leslie Groves, Diane Petryna, Claire Sykes InStore Magazine™ is published four times a year for independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items. The magazine is mailed to 12,000 stores including gift, home décor, hardware, pharmacy and florist.
Printed in Canada Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine™, 103 Niska Drive, Waterdown ON L8B 0M8. Email: editorial@instoremagazine.ca
Office Line Ext 2: 905.686.8898 Mobile Line: 416.553.8056 Email: retailmakeoverweb@gmail.com www.retailmakeoverweb.com
inStore. Fall 2021
Advertising & Production Coodinator Tina Nicholl tina@instoremagazine.ca
© 2021 InStore Magazine™. The contents of this publication are the property of InStore Magazine. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein.
Stephen A. Crowhurst
RetailMakeover_W21.indd 1
Design & Layout Gerry Wiebe
Editorial Submissions editorial@instoremagazine.ca Mailing Address: 103 Niska Drive Waterdown, ON L8B 0M8
Barbara & Stephen Crowhurst
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Editor & Publisher Erica Kirkland ekirkland@instoremagazine.ca
Advertising Inquiries ekirkland@instoremagazine.ca 905-690-0492
For more information please write or call us to set up your first meeting. At this time more than ever you want our winning approach to one-on-one business analysis and strategic emergency planning designed just for you and your business.
We are here to help you.
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
2020-12-18 4:15 PM
inSpire. inForm. inStore.
my fav...
inSight Hello
High Hopes With this issue, we embark on our eighth year of publishing InStore, signified by our largest fall edition to date! We have packed this issue with loads of wonderful new items for spring and summer in both our editorial features and among our advertisers’ offerings. You’ll find dozens upon dozens of ideas along with inspiration to refresh your store’s interiors. As the economy sees more rapid recovery and lockdown restrictions ease, Canadians are very hopeful about their financial situations. They’re not feeling financial hardship (nor expecting to) and many are positive about their financial outlook. The number of Canadians indicating their household income is negatively impacted by the pandemic has dropped to 35 percent from an all-time high of 63 percent in April 2020, according to research conducted by TransUnion. Canadian credit consumers have continued to pay down debt during the pandemic, but these positive numbers also indicate that government subsidies and lender payment deferral programs had significant positive impact in assisting households that may have been more exposed to the economic shock of the crisis. When it comes to where consumers will be spending their cash, surveys by Square indicate that 70 percent of Canadians are excited to buy in-person this fall, one-inseven say they’ll spend more money with local businesses and 80 percent say buying local is more important to them now vs. before the pandemic. All in all, very positive indicators for a healthy holiday season.
Looking back at the very first issue of InStore, I’m amazed at how quickly it came together (three months) and how fast the last eight years have flown by! Over the years our commitment to independent lifestyle retailers has remained steadfast. Our promise from the beginning was to provide an unbiased platform which welcomed the involvement of all members of the businessto-business gift community. InStore is where everyone’s voice and viewpoints are welcome and expressed. In essence, InStore is proud to serve as the independent voice for independent gift retailing in Canada!
Erica Kirkland Publisher & Editor
in this issue To help sow the seeds of success for the approaching spring season, we’ve sourced an incredible selection of products. In Spring Has Sprung (page 27), we present a fun grouping designed to add energy to your seasonal assortments, with everything from birdhouses and firepits
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to gnomes and lanterns. If kitchen and table products are your bag, have a look at Gather Around on page 43 for the latest items for entertaining. Of course, no issue of InStore is complete without the latest home décor (page 39) and fashion finds (page 33). Enjoy!
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inStock What We’re Loving
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Pretty in Pink Personal care pick-me-ups
1/ Just Brows-ing manicure set from Yes Studio, $19.99 retail, Upper Canada Soap, 800-548-4097, www.uppercanadasoap.com
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2/ Flying Skirt tissue box, $55 retail, The Tate Group, 416-504-8047, www.thetategroup.com 3/ Rose Dreams Hydrating Face Sleep Mask, $26 retail, The Tate Group, 416-504-8047, www.thetategroup.com
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4/ Room spray, $22 retail, Abbott, 800-263-2955, www.abbottcollection.com 5/ Wooden-wick candle, $22 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
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6/ Dry Shampoo and Liquid Gold Hair Serum, $22 retail and $24.95 retail, Jack59, 780-270-0706, www.jack59.ca 7/ Sacred Smudge Kit, $95 retail, Monague Native Crafts, 800-663-7713, www.monague.com 8/ Mini hand cream set from McArdle & Co., $22.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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Nature’s Garden
inStock What We’re Loving
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New candles and personal care items
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1/ Glass candle with lid from Firefly Candle, $48.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 2/ Oil warmer, $15 retail, Abbott, 800-263-2955, www.abbottcollection.com 3/ Chia and grapefruit soap, $8 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
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4/ Essential oil blends, $13.50 retail each, Monague Native Crafts, 800-663-7713, www.monague.com 5/ Bathing flowers from McArdle & Co., $36 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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6/ Travel-sized leave-in conditioner, $10 retail, Jack59, 780-270-0706, www.jack59.com
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7/ Vegan face mask, $30 retail, Green’s Your Colour, 888-492-9404, www.greensyourcolour.com
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Green Goods
inStock What We’re Loving
A fresh crop of eco-friendly products
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1/ Reusable beeswax wraps, $25 to $45 retail, Green’s Your Colour, 888-492-9404, www.greensyourcolour.com 2/ Reusable stretchy cotton bag, $12 retail, Green’s Your Colour, 888-492-9404, www.greensyourcolour.com 3/ Certified organic cotton net bag, available in three colours, $18 retail, Pokoloko, 844-476-5656, www.pokoloko.com 4/ Bouquet tote, $16 retail, Now Designs, 888-632-6422, www.danicaimports.com
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5/ Sponge cloth, $6.50 retail, Harman Imports, 800-363-7608, www.harmaninc.com
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#1 Message Jewellery As Seen in GiftBeat! Layers, Piper & Jade and Stack rings
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3 Unique Brands
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The best reps in Canada Call 800.228.2684 carecat@avantipress.com www.avantipress.com
kitras.ca 1-800-439-6393 orders@kitras.com
inSpire. inForm. inStore.
inForm News & Notes
News & Notes
Inside Track NEWS IN BRIEF
Get Ready for a Happy Holiday Season
© Jackbluee | Dreamstime.com
A Retail Council of Canada (RCC) survey says Canadians are planning to spend more this holiday season as they prepare to return to stores in greater numbers a year after the COVID-19 pandemic prompted many to shop online. British Columbians plan to be the country’s big spenders, shelling out $958, well above the national average of $792 that is up 14 per cent from last year. Quebecers plan to spend the least at $565, while Albertans and Ontarians expect to spend $869 and $863, respectively. The online survey of 2500 Canadians found that product availability, selection and delivery times are prompting more to get an earlier start to holiday shopping with 36 percent expecting to begin in November. Black Friday, Cyber Monday and Boxing Day are expected to be a little more popular this year while 63 percent anticipate shopping in stores, up from 58 percent in 2020. Online purchases are forecast to slip to 37 percent from 42 percent last year but are up from 28 percent pre-pandemic in 2019. “Canadians are ready to put the disruption of COVID behind them and are looking forward to returning to brick-and-mortar stores,” says Diane Brisebois, CEO of RCC. “Nevertheless, they are buying differently than they were prior to the pandemic. While it is expected that there will be more in-store buying this year, the blend between physical and online shopping will continue to evolve and consumers expect to have more choices in how and where the products they purchase are picked up and delivered.”
www.instoremagazine.ca
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inForm News & Notes
THE GOODS
Outdoor Living North American Country Home has introduced a number of new pieces designed to enhance outdoor living spaces this spring. New introductions can be found across many product categories including birdhouses, planters, picnic tables, firepits, hammocks, solar lights, outdoor rugs, mailboxes and much more. 888-303-2221, www.nach.ca
Elements Garden Bells
New for the spring gardening season, Kitras Art Glass is offering Elements Garden Bells which can be displayed indoors or out. The four different bells – Water, Air, Fire, Earth – are a reminder of the beauty and the challenges each of the four elements represent. Each garden bell is created with a unique colour recipe that represents its element and which swirl magnificently through the centre of each bell, while the clapper offers a soft and whimsical sound. 800-439-6393, www.kitras.com
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PRE BOOKING NOW
Put a little spring in your step
SHIPPING FEB 2022
contact customer service or your sales representative for exclusive offers. harmaninc.com info@harmaninc.com @harmaninc shopzio.com 1-800-363-7608
printed ceramic board
shaped paper napkins 20pk
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placemat
table runner
January 30 – February 3, 2022 Toronto Congress Centre
It’s been too long! Come join us. Registration and Hospitality now open. togifthomemarket.ca @cangift
Spring Styles www.instoremagazine.ca
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Spring has
Sprung
Spruce up your seasonal department with these fun finds!
Styling by Leslie Groves Photography by Will Fournier
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g
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Sprung 1/ Bird planter from TAG, $45 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 2/ Elements Garden Bells, $20 retail for four-inch; $37 retail for eight-inch, Kitras Art Glass, 800-439-6393, www.kitras.ca
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3/ Cotton tote, $16 retail, Now Designs, 888-632-6422, www.danicaimports.com
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4/ Sunset Vista solar lantern, $51.99 retail, Edenborough, 800-265-6398, www.edenborough.com 5/ Candleholders, $17.50 retail each, Frans Koppers Imports, 866-604-0490, www.koppershome.com 6/ Sunset Vista solar gnome, $82.99 retail, Edenborough, 800-265-6398, www.edenborough.com 7/ Plant mister, $13 retail, Abbott, 800-263-2955, www.abbottcollection.com 8/ Gnome figurine, $55 retail, Frans Koppers Imports, 866-604-0490, www.koppershome.com 9/ LED lantern, $17 retail, Frans Koppers Imports, 866-604-0490, www.koppershome.com 10/ Porch décor from P. Graham Dunn, $47.99 retail, Edenborough, 800-265-6398, www.edenborough.com
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Spring has Sprung Spruce up your seasonal department with these fun finds! 1/ Sloth planters, $25 retail, Frans Koppers Imports, 866-604-0490, www.koppershome.com
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2/ Hanging pot basket, $24 retail, Pokoloko, 844-476-5656, www.pokoloko.com
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3/ Rattan pot stand, $138 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com 4/ Glass spray bottle, $16 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com 5/ Ceramic bunny, $10 retail, Candym Enterprises, 800-263-3551, www.candym.com 6/ Round planter, $70 retail, Frans Koppers Imports, 866-604-0490, www.koppershome.com
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7/ Fairy ornament, $8 retail, Abbott, 800-263-2955, www.abbottcollection.com
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I LOVE LAS VEGAS MARKET “I can find things for my kids’ section, toys, clothing, and kitchenware. It’s a great time to really connect with our sales reps and be able to touch and feel all the wonderful things that they’re talking about when they come to visit us at the stores.” — Kim Saltzstein, Changing Hands Bookstore, Tempe & Phoenix, AZ
Business-to-business is still person-to-person, and Las Vegas Market is where partnerships between buyers and sellers are formed and nurtured, all against the backdrop of a world-class West Coast destination. Join us and see why thousands of furniture, gift, and home décor products are only part of the story at Las Vegas Market!
Join us January 23–27, 2022 LasVegasMarket.com | @lasvegasmarket
©2021 International Market Centers, LLC
Spring into Style Fashion finds for spring
Styling by Leslie Groves Photography by Will Fournier
www.instoremagazine.ca
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Spring into Style Fashion finds for spring 1/ Polyester patchwork kimono, $48 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com 2/ Beaded earrings from Ink & Alloy, $40 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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3/ Colour-block scarf, $40 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 4/ Luna earrings, $30 retail, Foxy Originals, 866-438-3699, www.foxyoriginals.com 5/ Zipper pouch, $22 retail, Danica Studio, 888-632-6422, www.danicaimports.com
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6/ Layered necklace, $46 retail, Foxy Originals, 866-438-3699, www.foxyoriginals.com 7/ Frida Khalo recycled tote bag, Fashion Import, 514-270-6540, www.fashion-import.com
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Spring into Style 2
Fashion finds for spring 1/ Paul Klee recycled tote bag, Fashion Import, 514-270-6540, www.fashion-import.com
2/ Intertwined necklace from Demdaco, $44 retail, Candym Enterprises, 800-263-3551, www.candym.com
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3/ Ivory sweater from Howard’s, $97.99 retail, Edenborough, 800-265-6398, www.edenborough.com 4/ Alpaca wrap, $125 retail, Pokoloko, 844-476-5656, www.pokoloko.com 5/ Ink & Alloy brass earrings, $80 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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6/ Brass hair stick from Ink & Alloy, $55 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 7/ Lounge pants from Howard’s, $97.99 retail for set which includes tank top and jacket, Edenborough, 800-265-6398, www.edenborough.com
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“Everybody Needs a Warm Buddy”
NEW Ultra Soft Cuddle Collection Warm-Up Plush Animals
Sleep Therapy Stress Relieving Comforts
Ultra Soft Warm Cuddle Booties Cozy Spa Robes New Colors !
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made in Canada
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Cozy Bunny Slippers
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1-888-649-0649
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Handcrafted in Canada Solid Pine Home Accent Furnishings
NEW Maxwell Desk
SpringwaterWoodcraft.com | 1-888-294-6297 hello@springwaterwoodcraft.com 1533 Snow Valley Road, Minesing, ON L9X 1K3
@indabatradingco
info@indabatrading.com
indabawholesale.com
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1 800 746 3222
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The freshest finds for the home
Feather the Nest Styling by Leslie Groves Photography by Will Fournier
www.instoremagazine.ca
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Feather
the
The freshest finds for the home
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1/ Metal vase, $45 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com 2/ Embroidered lumbar pillow, $45 retail, Frans Koppers Imports, 866-604-0490, www.koppershome.com 3/ Candle holder, $17 retail, Abbott, 800-263-2955, www.abbottcollection.com 4/ Santa Fe cushion cover, $39.99 retail, Harman Imports, 800-363-7608, www.harmaninc.com
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5/ Handblown glass vase, $96 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 6/ ‘Summersalt’ pillow, $84 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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7/ Black metal lantern, $50 retail, Candym Enterprises, 800-263-3551, www.candym.com 8/ Bone and brass box, $80 retail, Canfloyd, 800-263-3551, www.canfloyd.com 9/ Black pillow with gold strip, $70 retail, Canfloyd, 800-263-3551, www.canfloyd.com 10/ Ceramic Pablo vase, $29 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
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11/ Handmade beaded heart, $35 retail, Pokoloko, 844-476-5656, www.pokoloko.com 12/ Crinkle throw, $120 retail, Pokoloko, 844-476-5656, www.pokoloko.cm 13/ Taper holder, $38.50 retail, Canfloyd, 800-263-3551, www.canfloyd.com
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14/ Kantha Patchwork pillow, $96 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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15/ Acapulco cushion, $46 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com 16/ Marble votive holder, $13 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 17/ Kilim pillow, $180 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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18/ Solid beige cotton pillow, $75 retail, Pokoloko, 844-476-5656, www.pokoloko.com
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19/ Mango bowl, from $30 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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What’s new? What’s selling? What product categories are slowing down? Giftbeat tracks sales among hundreds of retail stores across the United States to learn what product lines are selling across more than 50 categories. This vital information is only available to subscribers.
Only Giftbeat Subscribers Receive: • Vital market research on the hottest selling product lines in the United States across 50 categories • Specific, actionable information from U.S. retailers on what to buy • Early insight into the product lines that are selling so you can cash in on the trends • Access to Giftbeat’s active online community board where you can post questions only a fellow gift retailer could answer
Join the thousands of gift industry professionals who subscribe to Giftbeat!
Visit www.giftbeat.com to SUBSCRIBE TODAY! Giftbeat is owned and operated by InStore Magazine Inc.
Gather
Around
New introductions for the kitchen and table
Styling by Leslie Groves Photography by Will Fournier www.instoremagazine.ca
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Gather Aro New introductions for the kitchen and table
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1/ Acacia wood salad servers, $33 retail, Danica Studio, 888-632-6422, www.danicaimports.com 2/ Whitewashed rattan coaster set, $35 retail, Pokoloko, 844-476-5656, www.pokoloko.com 3/ Myth Imprint mug, $13.50 retail, Danica Studio, 888-632-6422, www.danicaimports.com 4/ Wool trivet, $14 retail, Danica Studio, 888-632-6422, www.danicaimports.com
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5/ Baking dish with trivet top from Mud Pie, $72 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 6/ Lasagne dish from Maxwell & Williams, $54.99 retail, Candym Enterprises, 800-263-3551, www.candym.com
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7/ Ceramic board, $29.99 retail, Harman Imports, 800-363-7608, www.harmaninc.com 8/ Paper napkins, $9.99 retail for 20, Harman Imports, 800-363-7608, www.harmaninc.com 9/ Spicy collection of preserves in decorative box, $25 retail, SaltSpring Kitchen, 250-931-6000, www.saltspringkitchen.com 10/ Linen placemats from TAG, $10.50 retail each, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 11/ Mix of 21 bestselling shortbreads, $19.99 retail, Mary Macleod’s Shortbread, 416-461-4576, www.marymacleod.com
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12/ Linen napkins from TAG, $46 retail for four, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 13/ Tribe placemat, $14.99 retail, Harman Imports, 800-363-7608, www.harmaninc.com
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PART 2
‘Tis The Season
to be Successful How to get your business retail-ready for the holiday season BY CLAIRE SYKES
T
he risks associated with having a ho-hum holiday season are so high that you can`t afford to do anything other than go all out. Your budget, advertising and merchandise for the upcoming fourth quarter should be in place and ready to go (refer to ‘Tis the Season Part 1, Summer 2021). Now comes the fun part - ensuring your customers have a fantastic in-store experience by preparing employees, displays, events and customer service initiatives.
PREPARING EMPLOYEES
Staff members are your most important resources during the busy holiday season, so make sure you have the right number of employees in place, and that they do the best job possible. Hire extra help. Don’t wait until the last minute. Hiring closer to the holidays may save you money in payroll, but it will jeopardize sales at the till. Have extra staff on hand weeks before the craziness begins to handle the extra incoming merchandise and to prepare for special promotions and events. Take time to train. Make sure your salespeople know what they’re selling and how to promote it. Regularly inform them of incoming products and 46
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share tips on how to make successful sales. Keep them abreast of in-store promotional events, advertising and direct-mail programs. Take time to party. Instead of one big party, hold two smaller events — one before the holidays to kick off the festivities of the selling season and one in the New Year to celebrate your successes and reward staff for a job well done.
DECKING THE STORE
Put staff and customers in the holiday mood and inspire successful sales with a beautifully decorated store. Express the diversity of the holiday season. Some of your customers may not celebrate Christmas or Hanukkah, so reserve some display space to play on the idea of winter instead with snowflakes and icicles in a blue and white palette. Hire decorators. Find out who has a knack for designing and painting store windows, and save yourself the money, time and energy by hiring them to complete these tasks if you don’t have a competent staff member on hand. Involve children. Set up a small table with construction paper, scissors, glue and crayons where children can create decorations while mom and dad are shopping. Hang their works of art to
get your other customers in the holiday spirit and communicate a sense of community. Remember your reps. They may be able to provide you with free holiday decorations and sales aids. Order early to assure availability and the best selection. Dress up. Decorations needn’t be limited to your walls and windows. Encourage your staff to don festive hats, custom-designed t-shirts or buttons (with your logo, of course).
PARTNERING WITH CHARITIES
The holidays bring out the generosity in nearly everyone. When you contribute, you feel good about yourself as a business owner in the community and you also send a positive message about your store to others. Here are s ome ideas: Serve as a drop-off centre. Place large, decorative and well-marked boxes by the door or sales counter for customers to donate gifts and canned goods. Donate part of your sales. Contribute a certain percentage of your sales to a particular cause – and let customers know. An affiliation with a charity encourages purchases by customers who feel good when they give and adds to the overall favourable esteem and reputation inSpire. inForm. inStore.
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of your business. Invite charitable organizations. Set up a table for community groups to collect financial and other donations from customers. Encourage your employees to participate by offering them one paid hour per week to help out.
HOSTING IN-STORE EVENTS
If you don’t do in-store events during the year, consider making an exception for the holidays. Chances are your competitors will take advantage of a festive promotion or two. From a simple draw or giveaway to an elegantly catered private sale, promotional events attract customers and boost sales. But make sure you: Plan ahead. Spend time organizing to make sure everything is covered. You’ll need time to coordinate with vendors, and other retailers and community groups. Use social media, email, direct mail, your blog, newspapers, radio and television to get the word out well in advance. Team up with other retailers. A florist, for example, could display red 48
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roses in crystal vases from your store or you could invite a bakery to contribute goodies. Collaborating with other businesses on promotions saves you money. Include musicians. What are the holidays without a melody? Generate good cheer by inviting local singers or hire a string quartet. Do any of your employees play music? Maybe they’d like to perform solo or put a small group together. Organize a joint charitable event. Invite a community group to be part of your promotional event. For example, you could co-host a combination holiday sale and pancake breakfast with a food bank. However you design your in-store holiday event, present a unique theme, but ensure it’s in line with the year-round character of your store.
OFFERING EXTRAS
The more you give your customers during the holiday season, the more likely they’ll shop at your store. Maximize fourth-quarter sales by taking a critical look at value-added
features, services, bonuses and perks, to differentiate your store from the competition. Special orders. You do your best to provide the products your customers want, but if you don’t carry or can’t get a certain line, customers will l ook elsewhere. Gift wrap. It goes without saying that customers will appreciate the time you save them when you wrap their purchases in pretty paper and ribbon. Store hours. Take note of your competitors’ hours, and match or exceed them. Consider keeping your doors open longer and opening on Sundays if you don’t already. It`s never too early to plan for the holiday season, but you shouldn’t leave it to the last minute. You need to leave some wiggle room for the unexpected and undesirable, like shipping errors, dissatisfied customers, sick employees and financial hurdles. Immediately after the holidays, review your results. How well did you do? What will you do differently next season? inSpire. inForm. inStore.
Classic Wax Melts, Fun Shapes in grab and go Bag or Simple Jar Candles Find us on Shopzio.com or www.jeansandatee.ca
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SPRINGTIME BESTSELLERS FOR WHOLESALE INFORMATION, PLEASE CONTACT: SALES@MARYMACLEO D.COM
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inSight Barbara Crowhurst
Final Thoughts on 2021
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onsumers are buying in full force this season while supply chains are still struggling to recover from multiple setbacks. The result is pent-up demand but lack of stuff on shelves. To combat this problem which doesn’t appear to be going away anytime soon, I encourage my clients to be transparent with customers and tell them what exactly is happening. I also suggest you encourage shoppers to buy now while you have product in stock.
Encourage shoppers to buy now while you have product in stock. Going into the holiday season, it’s apparent that shoppers are shifting some of their spending from brick-and-mortar stores to online. If you aren’t already online, consider developing a quick survey to determine how your customers would like to shop with you. Shopify reports that younger shoppers especially are embracing social media channels as they seek out independent suppliers that offer more convenient ways to shop. Retailers need to recognize the importance of these channels and adapt their strategies to accommodate increasingly sophisticated and
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discerning buyers. Simply put, shoppers should be able to get to your website through Instagram, Facebook, What’s App and Pinterest. As you prepare your store for the holiday season, take the time to review your product lines with an eye toward expansion. Put extra marketing dollars behind the lines that are moving well. Think about how your products can enhance the evolving work-at-home and life-at-home lifestyle many of your shoppers are still living. Social distancing may still be a big issue for some customers, especially during peak shopping times. Consider this as you plan your store displays and events. Barbara Crowhurst is a business coach and store designer who works with clients around the world. www.retailmakeover.ca
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www.jeansandatee.ca | sales@jeansandatee.ca or find us on shopzio.com
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905-690-0492 ekirkland@ instoremagazine.ca
inSpire. inForm. inStore.
inSight The Passionate Retailer
Becoming an Advocate, Influencer and Pivoteur
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tickhandling our way through this pandemic has required incredible courage, creativity and resiliency. It hasn’t been easy, and the experience has changed each and everyone of us in many ways. If you asked me anytime in the last 25 years what I did for a living, I would have said I was either an entrepreneur, small business owner or independent retailer. More recently, however, I’ve started calling myself an advocate, influencer and pivoteur. Not only do these words better describe the much-changed nature of our work, but they also inspire me, during these challenging times, to keep moving forward with clarity, purpose and determination.
ADVOCATE
Throughout this crisis, organized groups and lobbyists have been speaking to all levels of government about how the pandemic impacts their members and clients, and what governments should do to support them. Without an independent-retail association in Canada, we’ve mostly had to rely on other associations to raise our concerns. Despite their best efforts to serve us, like many of you, I’ve been spending an enormous amount of time and energy advocating on behalf of myself and other independent retailers. This hasn’t been easy, nor highly effective. Although there have been some small wins working with established groups, and speaking directly with government representatives, our urgent needs are often downplayed or ignored while those in power give lip service to the importance of the retail sector. If we, as advocates, start working together, we’ll definitely have a greater chance of being heard.
INFLUENCER
Until this year, I hadn’t heard of the term influencer marketing. But when I learned that you didn’t have to be a celebrity or have hundreds of thousands of followers to generate additional income on social www.instoremagazine.ca
media, I was intrigued. I also read article at the start of the pandemic that advised businesses not to fall silent on social media during lockdowns because, if they did, they could be sure that someone else would be talking to their customers. This statement made a huge impression on me, and so I immediately kicked up my presence on Facebook. After several weeks of taking selfies and making daily posts, I mustered up enough courage to host my first Facebook Live shopping show. To my surprise, 75 people tuned in and loved it. They commented, placed orders and told their friends – our engagement numbers on Facebook went through the roof and my “Shop with Diane” show is now a weekly event. As I continue doing the hard work on social media, I am uplifted knowing that brands are on the lookout for trusted personalities or influencers like me to help them market their products.
PIVOTEUR
We’ve all pivoted several times during this pandemic, and I expect we’ll be pivoting some more. Adapting to change can be difficult, and not everyone is good at it. In trying to appreciate what we were able to accomplish, I went looking for a word in the English language to describe someone who nimbly adapts to change. Apparently there wasn’t one and so I was free to make up my own: pivoteur. I hope you enjoy using it, as you continue stickhandling your way forward. Diane Petryna is the owner of Take A Hike and Take 2 Boutique in Thunder Bay, Ont. She has won numerous community and business awards, most recently an RBC Innovation Award for initiatives undertaken during COVID to sustain her business. Diane also leads the Passionate Retailer Facebook page (@passionateretailer) a place designed for independent retailers and industry partners to support and learn from one another. inStore. Fall 2021
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inForm CanGift Connects
Time to Look Ahead By Anita Schachter
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t’s finally time to look ahead! Along with the rest of the global community, the last 18 months have put our industry to the test. It hasn’t always been easy, but retailers are persevering and continuing to find new and innovative ways to generate sales. The creativity, resilience and support that our members and retailers have shown is truly remarkable and is a testament to the strength of the entrepreneurial spirit.
With Ontario’s announcement increasing capacity limits, the Toronto Gift & Home Market will be able to host pre-pandemic levels. It’s safe to say that after hosting three virtual shows, we’ve never been more excited to return to in-person markets. The Toronto Gift & Home Market is set to run January 30 to February 3, and the Alberta Gift & Home Market is set to run from February 27 to March 2, 2022. The value of being able to provide a face-to-face experience is priceless. The overall atmosphere and energy of our attendees at the live markets has been greatly missed and we’re thrilled to be able to bring the community together again. Although we’re looking forward to our in-person markets, our responsibility to keep everyone in attendance safe is our number one priority. These measures will include enhanced sanitization, proof of vaccination, social distancing, mask wearing and one-way directional signage in high-traffic areas. We 54
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will communicate all the specific protocol in advance of the show, as we receive direction. With Ontario’s announcement increasing capacity limits, the Toronto Gift & Home Market will be able to host prepandemic levels. Along with the markets, our online marketplace, CanGift 365 continues to perform well. Available for qualified retail buyers looking to shop our members’ products 7 days a week, 24 hours a day, this platform continues to play a vital role for retailers sourcing products. With more than 150 CanGift members and 150,000 products to shop, CanGift 365 presents sales opportunities you can’t afford to miss. As we move into a brighter future, let’s continue to support one another through this transition period. While there are still challenges ahead, it’s time to celebrate how far we have come, together. We are excited to begin to a return to our new normal with the best community in the industry! Submitted by CanGift President & CEO Anita Schachter on behalf of the association’s board of directors. For more information about the association, visit cangift.org. inSpire. inForm. inStore.
See popular products from the last 3 seasons and our new Spring collection in person. Looking forward to seeing you again! Gift + Home Market Toronto January 30 – February 3
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