Staying Energized after the 4Q Frenzy

Staying Energized After the Q4 Frenzy

Allison White, Sugar B Sales

In the retail industry, especially for toy retailers, we all know that the fourth quarter is the biggest and busiest. After the frenzy of receiving inventory, hiring and training seasonal employees, selling, wrapping, restocking, and taking (hopefully few) returns, how do retailers stay energized and motivated as they head into the slower months of January and

February? And how can their sales reps be there to help?

It takes a collaborative effort, but moving into the new year can be fun and refreshing.

“One of the ways I shift gears into Q1 is by having recaps of the prior year at the early shows,” said Leah Pickering, owner of Kazoodles Toys and ASTRA Certified Play Expert. “The shows and markets in January and February (ASTRA Toy Boat, ahoy!) are a great way to get reenergized because you can connect with other retailers,

manufacturers and sales managers, and your reps. I often use toy reps as a sounding board to help me process any upcoming trends or overly enthusiastic buying situations from the previous year.”

Sales reps usually have great insight to the new trends and hot products because they see what’s new even before the holidays. Manufacturers meet with reps in early December to present their releases for the coming year, so when the January shows hit, the reps are prepared and can easily inform their customers about the best new items.

Most reps and retailers have great relationships that allow them to work together and create a plan for the new year. They talk about what products and brands are strong sellers and trending, and what new categories or items they might bring into the store.

“I talk to my reps about new merchandising ideas, promos that come with high-quality displays that will upgrade the look and feel of my store, and trends they’ve seen from manufacturers for the upcoming seasons,” Pickering said. “I particularly like to talk about animal and color trends, but any trend will invigorate me and bring new life to my buying and planning.”

Planning is one of the most important steps when heading into a new year. Strategizing with your rep to set expectations for working together in the coming months will ensure the biggest pay-off for both sides. Planning includes everything from tradeshow schedules, in-store events, in-person appointments, communication expectations, and sometimes even social media opportunities.

Reps always like to know from their retailers the best ways to work with them, because every retailer is different. Setting expectations on communication is key, because one-size does not fit all. While some retailers prefer email, some like phone calls, but others might simply like to text, or have a mix of everything. Establishing your preferred method with your rep at the outset can help you both stay on the same page and make sure important information isn’t lost to a busy inbox.

Lastly, one of the best things to look forward to in January and February that can give an instant energy boost, are new catalogs. That might sound silly, but for reps and retailers alike, it’s always a happy mail day when a new catalog drops from your favorite manufacturer! An even better surprise is if the rep drops them off to you in person and shares their favorite new things. It also doesn’t matter if you’ve already looked at a digital version, because it can’t compare to flipping through a hard copy and circling the items you can’t wait to see in person, or gush about with your rep. Sometimes there’s nothing more motivating than knowing you’ll have new toys on the shelves soon.