What’s Gaining in Games

The Sale of Games and Puzzles at Toy and Game Stores

By Carimé Lane

Erik Bigglestone , managing owner at Games of Berkeley in California, reported that puzzle sales rose steeply during the pandemic, but since opening up, puzzle sales have flattened. Now, they’re closer to their pre-pandemic numbers. Gamewise, board games and trading card games like Pokémon and Magic the Gathering are currently up.

The customer request ofthe-moment at Berkeley’s are conversation games. Bigglestone speculates the reason for this is that as friends and family are now gathering again, they want to get re-acquainted with one another. Miniature war games and role-playing games are also currently appealing to customers.

As for trends in puzzles, Bigglestone told us that prepandemic, many stayed loyal to a brand– for instance Ravensburger. However, during the pandemic, customers have stepped out of that box. Many branched out and tried other brands, as availability of their chosen brand dropped, or because more game companies and design houses began making more puzzles to match demand during that time. Customers currently favour puzzle artwork featuring birds or multicultural imagery, Bigglestone said.

To sell board games and puzzles, the store focuses on experience and expertise. Each employee has a particular knowledge focus. For instance, their chief buyer is focused on board and miniature war games.

They also rely on exceptional customer service to make sales. “More than anything else, make customers feel welcome–engage with them in a way that isn’t overbearing and makes it clear that you consider them to a be a part of your community,” advised Bigglestone.

Puzzles are different, said Bigglestone, as the key

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