Year-Round Christmas Stores

Best-Sellers (From page 205)

they have very long burn times. Sometimes a customer will come in and just buy one, then they’ll come back the next year and stock up.” Cummins’ mother, Barbara Zehner, owns Jingle Bells.

Kline said besides ornaments, his best-sellers include “shelf-sitter items, like Nativity scenes, snowmen, cardinals. And, surprisingly, we’ve been selling a lot of Christmas night lights.” Besides ornaments, Hershberger sells out of Jim Shore and Old World products every year. Retailers attend trade shows, read industry publications, and rely on recommendations from their sales reps to keep current with trends and purchase new products.

Even customers who continue to display the same décor every Christmas will occasionally add one or two new items to freshen up the look. Rice said she tries to add five to 10 new lines annually and constantly seeks out the new and unique—“It could be anything from a custom-made, high quality pillow to a diffuser line or candle line I don’t normally carry that maybe has unique packaging or scents. And I am always looking for locally-made ornaments, and always looking for something different.” The holiday season in 2020 was different than any other, as families scaled back their gatherings or held virtual get-togethers. It was difficult to capture a particular trend; however, in 2021, retailers are noticing a change in customers’ buying preferences and behaviors. “My customers range from people who bring out the same things they’ve inherited from family members [every Christmas] to people who decorate in a new theme every year,” Rice said. “For trends, I’m definitely noticing gingerbread and a candy cane look. Colors like pink, mauves, white. Anything with a moose, elk, or ‘outdoorsy’ sells well here—I bring out everything I can find with a moose or elk and it sells. Textures are big— everything from feathers to burlap. I’ve also seen faux fawn items like tree skirts. Anything that adds textures and dimensions is trending.” She added, “I’m seeing families who are happy to be together after not being together for over a year. Their mindset is calm. It’s nice to see families enjoying each other’s company.” Kline has noticed a similar trend: “Sentiment. And that’s where many of our themed ornaments come in. Families weren’t able to get together last year, so they were buying and sending gifts like ornaments. It’s been nice to see the little ‘thinking of you’ gifts and gestures come back, and the good, thoughtful moments.” Kline said the black-and-white and black-and-red buffalo plaid, and vintage decorations are all trending with his customers: “Natural is big. Natural-looking green-

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