Souvenirs, Gifts & Novelties - February 2022

In Every Issue

Articles

Games, Playthings and Plush

24 Toy Roundup - Sensory Toys, Toys for Adults and Kids, and Musical Toys at Toy Stores

A look at some of the top playthings trends, from fidget toys to many other types of diversions.

26 Bonus Sidebar: Getting in Tune with Musical Toy Trends

28 One-Stop Locations for Health and Fun - Toy Trends at Pharmacies

For this article, pharmacy staff members offered their takes on what sells best when it comes to playthings. 24

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PRESIDENT & EXECUTIVE EDITOR

Scott C. Borowsky

610-645-6940 ext. 0

ASSOCIATE EDITOR

Sasha Borowsky sborowsk@gmail.com

MANAGING EDITOR

Caroline A. Risi editorsgnmag@kanec.com

CONTRIBUTORS

Karen Appold

Hilary Danailova

Genie Davis

Sara Karnish Carime Lane

CONTROLLER

Joseph W. Mellek

610-645-6944

BILLING AND CIRCULATION

Susan Mease 610-645-6940

PRODUCTION MANAGER/

40

30 Bonus Sidebar: Advice to Pharmacies - How to Do Well Selling Toys

32 Toys for the Times - Learning Toys and Outdoor Toys at Children’s Museum Shops

From Squishables plush to bubble poppers, sensory toys are tops this year at children’s museum stores, this story found.

35 Getting Kids Loving to Learn - Toy Trends at Baby Stores

How baby stores stock toys to meet shopper demand for early educational tools.

36 Bonus Sidebar: Striving for Standout Sales - Display Tips from Baby Stores Gift Report

40 Beach-Themed Gifts and Merchandise Trends at Coastal Gift Stores

In this article, find out from interviews with three shops what’s trending in beach-themed gifts and merchandise, and how to increase sales.

46 Offering a Taste of the Country - Selling Gifts at Country Stores

A look at country store sales, with food a standout seller, at stores in New Hampshire, Pennsylvania and New Jersey.

48 Bonus Sidebar: What Is Your Top Customer Service Tip?

50 Selling an Experience - Gifts at Cave and Cavern Stores

56

For this article, store managers and staff offered information on their top gifts and why these merchandise items are big sellers.

52 Bonus Sidebar: Getting Great at Connecting with CustomersTop Customer Service Tips

ASD Gift and General Merchandise Special Report

56 Selling Gifts at Variety and General Stores, and the Latest Decorative Signage Trends

Contributor Carime Lane interviewed officials at stores in Branson, Mo., Paint Bank, Va., Billings, Mont., and Sevierville, Tenn., for this story on gift best-sellers.

58 Bonus Sidebar: Trends in Decorative Signs

62 Trends in Getting Gift Sales Flourishing at Florists

This article found that some florists offer a selection of gifts as an add-on to flower arrangements, or as a sole purchase.

Contents TABLE OF

Jewelry

68 Trends in Inspired Sales - Jewelry at Inspirational Stores

Metaphysical/inspirational retailers explained in this article that jewelry pieces can have deeper purposes than accessorizing an outfit.

Apparel

74 Sales Trends at Hospital Shops

While other areas of retail rebounded in 2021, it can be understood why hospital retailers faced ongoing challenges due to the pandemic.

86 94

78 A Great Idea for Sales - Apparel at Public Lands Partner Stores

Included in the merchandise mix at Public Lands Partner Stores is often a robust selection of apparel items.

80 Bonus Sidebar: Are Socks Still Hot Sellers?

Home Décor

82 Licensed Home Décor Merchandise at Sports Fan Stores

Licensed home décor gifts can be a perfect fit for sports fans’ homes. In this article, retail officials at fan stores in Missouri, Arizona, Ohio, and Indiana gave their perspectives on selling these types of gifts.

Gourmet Gifts

86 Sweet Treats for Trying Times - Gourmet Gifts at Candy Stores

For this article, Contributor June Allan Corrigan interviewed candy store owners in East Longmeadow, Mass., Mesilla, N.M., Pueblo, Colo., and Idaho Falls, Idaho, to discuss candy gifting and trends.

90 Bonus Sidebar: Are Customers Looking for Small Treats or for Big Boxes of Candy?

Personal Care Products

91 Cleaning Up at Soap Shops - Trends in Toiletries and Soaps

Soaps, toiletries and candles are selling well in the current climate.

92 Bonus Sidebar: Is Scented Merchandise In or Out?

Aquarium Report

94 Where the Animals Can Inspire Sales - Jewelry Trends at Aquarium Stores

For this article, Contributor Hilary Larson interviewed officials at five aquariums to discuss jewelry sales trends.

Party Stores

97 Halloween and Christmas Best-Sellers at Party Stores

Wearable Christmas decorations were a hot category, while Halloween revelers snapped up classic costumes, this article found in reviewing last season.

Commentary

Here’s To Greatest Efforts This Winter P

utting forth your greatest effort this winter, in business and in life, may be a way to combat the uncertainty that is persisting in our stores and communities. It seems as if each day brings information that contributes to a feeling of change, and a shift in the way individuals must conduct themselves to stay safe and well. There really isn’t a choice but to follow the latest advice on vaccinations, mask wearing and public and private gatherings, and to keep moving. Getting enough rest and reaching out to help others are crucial in the current climate, so that employment can be meaningful and energizing, and the best business decisions can be reached.

Quotable

In each issue of SGN, you can read the opinions and advice of retailers who are facing the same challenges that you deal with daily. For this issue, our team of contributing writers contacted store owners, managers and employees in these states: Alaska, California, Colorado, Florida, Georgia, Hawaii, Illinois, Massachusetts, Michigan, Montana, New Hampshire, New Jersey, New Mexico, North Carolina, Oregon, Pennsylvania, South Dakota, Tennessee, Texas, Virginia and Washington.

Annually in the February edition, to commemorate Toy Fair in New York City, we put a special editorial emphasis on playthings. Toy Fair is canceled this year due to the pandemic, but Toy Fest West is scheduled for March in Las Vegas. And we still offer a special expanded toy section that this year covers toys at toy stores, pharmacies, baby stores and children’s museums.

We also offer a Gift Report that reports on trends in coastal gift stores, country stores, and cave and cavern souvenir stores. And in our ASD Gift and General Merchandise Special Report, we look at gift trends in variety and general stores and at florists.

Jewelry is a perfect way to lift spirits whether purchased for self or as a gift. In our Jewelry section we cover jewelry at aquarium shops and inspirational stores.

We also cover apparel at hospital and public lands stores, home décor at sports fan stores, gourmet gifts at candy stores, soap shop products, Halloween and Christmas best-sellers at party stores, and more.

I hope you enjoy the issue. Please call me at 610-645-6950, or email editorsgnmag@kanec.com with your comments, questions and suggestions. You can also visit us at www.sgnmag@kanec.com or on Facebook.

Scott C. Borowsky President and Executive Editor Souvenirs, Gifts & Novelties magazine 610-645-6940

Scott C. Borowsky

“ The drive for happiness is vital; it’s what keeps us in motion. ”

- Richard Gere

Charlotte Stephen, store manager, Moffitt Cancer Center gift shop, Tampa, Fla., See the Hospital Gift Store section for an interview with Gwynne Gillette, COO, Cloverkey. The Texas-based company manages gift stores at 13 hospitals in the United States.

Leanin’ Tree, Inc., Transitions to an Employee Stock Ownership Plan (ESOP)

Leanin’ Tree, Inc., a greeting card company based in Boulder, Colo., has transitioned from a familyowned business to an Employee Stock Ownership Plan (ESOP). The company was co-founded in 1949 by Edward Trumble and Bob Lorenz. Trumble purchased full ownership of the company in 1965. Ownership remained with the Trumble family after Edward Trumble passed away in 2018. The Trumble family, led by eldest son Tom Trumble, has now sold 100 percent of their company to the new ESOP.

As part of the transition, President and Chairman Tom Trumble, and Senior Vice President of Product Development Jane Trumble, officially had their last day as employees December 26, 2021. Under the new ESOP the company will be led by a board of directors with Tom Trumble and CEO Rob Carr as board members. Rob Carr will serve as board Chairman.

According to Tom Trumble, “It has always been a goal of the Trumble family for Leanin’ Tree to continue forever. To best ensure that happens, we have formed the Leanin’ Tree ESOP. The company’s employees are now the new owners of Leanin’ Tree.” Tom Trumble shared some of his thoughts with company employees late last year. “We never had even a moment of doubt that this was the best possible transition for employees, the Trumbles, and also for customers, representatives, artists and suppliers. It is a win-win for all. It’s a good feeling when something feels so right.” ❖

Toy Association’s Anticipated 2022 “Toy Trends Briefing” Goes

In light of the cancellation of Toy Fair New York ’22, The Toy Association’s trends team is moving its “Toy Trends Briefing” to a virtual format. The video will go live February 21, 2022, and will unveil the top toy & play trends predicted to drive sales growth this year across multiple categories of play.

“From toys and games that let kids customize their play experience and create their own content, to toys that let kids and adults take a mental or virtual escape, the top trends that will dominate toys in 2022 underscore the exciting ways that toymak-

ers are helping families prioritize play,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association.

Retail buyers, media, play professionals, and anyone interested in toys and play trends will be able to view the trends briefing at toyassociation. org/trends and on The Toy Association’s YouTube channel on February 21. The team will unveil the top five trends of the year using product examples from innovative toymakers. ❖

Mineral Specimens

Jasper Spearheads

Atlas Mountain Geodes

IMC Invests In Women-Owned Businesses Through Acquisition Of Dough

Founder Vanessa Bruce joins IMC as VP of Social Impact

International Market Centers (IMC) has announced the acquisition of Dough, an ecommerce platform focused on empowering women-owned businesses. This strategic investment will be the first in a series of initiatives designed to emphasize and support values-based commerce and bring new voices and perspectives to the IMC community of brands.

Vanessa Bruce, co-founder and CEO, joins IMC in the newly created role of VP of Social Impact reporting to Eric Dean, President of Juniper by IMC.

“Values-based suppliers are increasingly sought after in the gift, home and apparel industries,” said Bob Maricich. “And IMC is committed to developing merchandising and marketing strategies to connect these suppliers with our extensive community of buyers through IMC’s physical and digital platforms. Vanessa brings thought leadership and expertise in creating commerce as a force for good.” ❖

Vanessa Bruce

Atlanta Apparel Kicks Off 2022 With Most BrandExpansiveCollection to Date

Atlanta Apparel will surpass its prior brand and resource offerings at its premiere 2022 Apparel Market, presenting over 500 showrooms and 350 temporary exhibits, February 1-5 at AmericasMart Atlanta.

“The apparel industry is booming back, and exhibit sales and pre-registration are both strong leading up to our first market of 2022 as a result,” said Caron Stover, International Market Center’s (IMC) senior vice president, apparel. “We couldn’t be more excited for our vendors’ continued success, and we are looking forward to offering our buyers Atlanta Apparel’s largest-ever sourcing experience.”

NEW Showrooms and Expanded Exhibits

For its first 2022 market, Atlanta Apparel welcomes nine new showrooms and two expanded showrooms, bringing a wealth of new resources. Temporary exhibits continue upward momentum as well, with Atlanta Apparel’s first February tradeshow presentation across five floors. New in February, Atlanta Apparel welcomes new and expanded jewelry, contemporary, and men’s brands. Buyers will have further opportunities to source from familiar, notable Atlanta Apparel exhibitors. The full list of temporary exhibits and showrooms is at Atlanta-Apparel.com/exhibitor/ exhibitor-directory.

A number of new events and amenities - including curated lounges, food and beverage offerings and photo opportunity installations - will be introduced at the February 2022 Atlanta Apparel market. Buyers also will

enjoy morning coffee, happy hours, live music, and new buyer orientation sessions.

Interactive Las Vegas Market Preview Is Available

An all-new interactive digital and print edition of the Las Vegas Market Preview spotlights the January 23-27, 2022 market in more than 180 pages and explores why buyers and brands love Las Vegas Market. The semiannual magazine is available at LasVegasMarket.com and in print. The online version of the Winter 2022 Las Vegas Market Preview is at https://www.angstromcreative.com/digital/flipbooks/ imc/lv/2022/winterpreview/#p=1.

JuniperMarket Opened for Business

January 6

New Ecommerce Platform Connects Buyers and Sellers

JuniperMarket, the new multi-line B2B ecommerce platform powered by International Market Centers (IMC) is live with 1,500-plus brands with 3M SKUs signed on to participate and onboarding to JuniperMarket. The participating brands, of which 50% are home and 40% are gift, offer buyers tremendous breadth and selection in one place.

“In January 2020, we announced the investment to build Juniper, and since then – despite unprecedented business disruptions – the Juniper team has forged ahead, onboarding more than 220 staff members to build, test, market and optimize a tool that is truly built for the industry, by the industry. The launch of JuniperMarket is a major milestone in delivering additional market opportunity and value for IMC customers,” said IMC CEO

Bob Maricich.

JuniperMarket launches with a breadth and depth of gift, home and lifestyle product from many of the most trusted brands in the marketplace. Beyond the core, specialty categories including seasonal, housewares/gourmet and fashion accessories have a strong and rapidly expanding presence on the platform. The mix of established and emerging independent brands and sales agencies mirrors at-market sourcing channels, encouraging buyers not only to expand relationships with proven product from current vendors but also to discover new suppliers. New sellers and new products are added daily to JuniperMarket, keeping offerings fresh year-round, and enabling buyers to diversify assortments and maintain a competitive edge in their stores.

Connection to IMC’s 26 physical trade shows and buying events distinguishes JuniperMarket from other B2B wholesale platforms. For more information, visit www.JuniperCommerce.com.

Las Vegas Market Names 47 Winter 2022 Market Snapshot Finalists

Las Vegas Market has named 47 furniture, home décor and gift brands as finalists of the Winter 2022 Market Snapshot, International Market Centers’ (IMC) showcase of exciting, new, innovative and trendsetting products from its home and gift markets.

“Each week Market Snapshot has showcased how trending product can be found across Las Vegas Market permanent showrooms and temporary exhibits,” said Dorothy Belshaw, IMC executive vice president, chief customer and marketing officer. “These finalists are the ultimate showcase of the opportunities for cross-

merchandising that are only available at Las Vegas Market.

For the Winter 2022 Market Snapshot, exhibitors were showcased in nine themes presented over nine weeks on Las Vegas Market’s social media channels.

Las Vegas Apparel More Than Doubles in Size Leading Up To Second SemiAnnual Buying Event

Las Vegas Apparel’s second edition was expected to expand to showcase 50 brands – over twice as many as its inaugural event – and growing numbers of events, amenities and resources, February 12-15, 2022, at the Expo at World Market

Center Las Vegas.

“Our second Las Vegas Apparel event will be bigger and better than its premiere, and we are excited to carry the positive momentum into the new year,” said Caron Stover, IMC senior vice president, apparel. “Las Vegas Apparel is becoming a mustsee destination among Las Vegas Fashion Week offerings.”

Las Vegas Apparel will present 60 brands showcasing 80-plus lines at its second-ever event. Buyers will be able to source both Spring/Summer 2022 immediates as well as Fall/ Winter 2022 for young contemporary, accessories, and shoes from top apparel lines.

As an added benefit, Las Vegas Apparel buyers will have access to select World Market Center Las Vegas permanent showrooms open

during Las Vegas Apparel. These suppliers of cross-category merchandise will offer additional lines including point-of-purchase resources such as candles, stationery, personal care items, décor and gifts.

“We are so excited to expand to the Las Vegas Apparel market, meet new buyers and grow our businesses together,” said Jonesy Wood, owner of Jonesy Wood Designs jewelry company from Chattanooga, Tenn. “I’m so happy to see Atlanta Apparel expand and partner with such a great crew that has always had my back; this team really understands and cares about seeing my small business grow and give me the opportunities needed in order to do so.” ❖

SHOW Calendar

A Look at Upcoming Trade Shows

February 2022

21-23 Rocky Mountain Apparel, Gift and Resort Show

Colorado Convention Center Denver, Colo.

26 HauntX Fairplex

Pomona, Calif.

27-March 2 ASD Marketweek

Las Vegas Convention Center

Las Vegas, Nev.

March

9-11 Toy Fest West

South Point Hotel, Casino and Spa

Las Vegas, Nev.

(Circle 39 on card.)

17-20 Transworld’s Halloween and Attractions Show America’s Center

St. Louis, Mo.

(Circle 17 on card.)

25-27 Gem & Lapidary Wholesalers

Livonia, Mich.

April 4-5 Gem and Lapidary Wholesalers

Minneapolis, Minn.

8-9 Gem and Lapidary Wholesalers

West Springfield, Mass.

May 13-15 Gem and Lapidary Wholesalers

Franklin, N.C.

20-22 Gem and Lapidary Wholesalers

Orlando, Fla.

July 13-17 Atlanta Summer Market AmericasMart

Atlanta, Ga.

24-28 Summer Las Vegas Market Expo Center at World Market Centers

Las Vegas, Nev.

28-31 Gem and Lapidary Wholesalers

Franklin, N.C.

August 14-17 NY NOW

Jacob K. Javits Convention Center NY, NY

September

1-4 Gem and Lapidary Wholesalers

Tucson Gem Show

Tucson, Ariz.

20-23 Las Vegas Souvenir Show

Las Vegas Convention Center –South Hall

Las Vegas, Nev.

October

1-2 Gem and Lapidary Wholesalers

Minneapolis, Minn.

14-15 Gem and Lapidary Wholesalers West Springfield, Mass.

21-23 Gem and Lapidary Wholesalers

Livonia, Mich.

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!

I LOVE LAS VEGAS MARKET

“I

— Kim Saltzstein, Changing Hands Bookstore, Tempe & Phoenix, AZ

SHOW Calendar

A Look at Upcoming Trade Shows

28-30 Gem and Lapidary Wholesalers

Orlando, Fla.

30-Nov. 1 Ocean City Resort Gift Expo Roland E. Powell Convention Center

Ocean City, Md.

November

1-2 Gem and Lapidary Wholesalers

Asheville, N.C.

8-10 IGES

Sevierville Convention Center

Sevierville, Tenn.

9-12 IGES

Le Conte Convention Center

Pigeon Forge, Tenn.

9-12 Smoky Mountain Gift Show

Gatlinburg Convention Center

Gatlinburg, Tenn.

December

5-8 Grand Strand Gift & Resort Merchandise Show

Myrtle Beach Convention Center

Myrtle Beach, S.C.

Toy Roundup

Sensory Toys, Toys for Adults and Kids, and Musical Toys at Toy Stores

It’s been an anxious winter. Flights were cancelled and schools dealt with uncertainty as Omicron dominated pandemic headlines.

So it’s little surprise that stress-relieving fidget toys — especially so-called bubble poppers — were hits with kids of ages. “It’s been our top seller this year,” reported Kim Collier, manager at Funky Monkey Toys in Oxford, Mich. “It’s like never-ending bubble wrap, and it’s really for all ages, from 4 year olds on up through middle school.”

The OMG Pop Fidgety line has been a hit with shoppers at Whistle Stop Hobby and Toy, a 10,000-square-foot store in St. Clair Shores, Mich. Manager Julie Everitt said customers love designs in shapes like hearts and cakes whose silicone bubbles pop, one by one, when pushed from both directions. Pop Fidgety’s new multiplayer dice game has also been a popular twist at the 51-year-old family business, which Everitt runs alongside her sister, Wendy Bacon, and brother Rick Claggett.

And Shashibo, a new magnetic puzzle cube, has been a runaway hit this season at Whistle Stop and other toy retailers. “It’s a great sensory toy for all ages,” explained Everitt. “People are looking for things that get kids off the computer — and for stress outlets that keep kids calm and, frankly, sane.”

Shashibo cubes are hot sellers at Flying Pig Toys in Cincinnati, along with socalled “thinking putty” from Crazy Aaron. “It’s fun, and it looks cool,” explained Owner Marci Harman of sales of the toy at the 1,000-square-foot store. Sensory toys from the well-known Fat Brain line are also customer favorites.

“It’s been our top seller this year. It’s like never-ending bubble wrap, and it’s really for all ages, from 4 year olds on up through middle school.”

Rubbery fidgety toys in half-hemisphere shapes have been best-sellers at King Arthur’s Court in Cincinnati. But Buyer Brian Daly said he’s also seen skyrocketing demand for Nee Doh, the stress relieving squeeze ball by Schylling. “They’re super squishy and very tactile, and they come in all kinds of different feels and looks,” Daly explained.

Continued on page 26

Of Whistle Stop Hobby and Toy in St. Clair Shores, Mich., are Jared, employee, and Managers Wendy and Julie Everitt. The OMG Pop Fidgety line has been a hit with shoppers, according to Everitt.

- Kim Collier, Funky Monkey Toys, Oxford, Mich., commenting on bubble poppers.

Games, Playthings and Plush

Toy Roundup (From page 24)

Pop-it fidget toys and Nee Doh balls are also winners for Coolest Toys On Earth, whose Cincinnati store is nearly 1,800 square feet. But Owner Elliot Werner said his top-selling sensory product is that Shashibo Cube. “It is an excellent brain exercise as well as a fascinating way to keep your mind and hands occupied,” he noted.

At home during a pandemic winter, Elliot has tried out plenty of toys on his own four children, aged two to 11. Their favorites to use together are the Monster Match board game indoors, and flying toys for outdoors such as Beamo and Sky Glider; the Werners also cruise the neighborhood on their Onewheel electric skateboards.

Board games are the overwhelming favorite for families of mixed ages, according to toy retailers. At Whistle Stop Hobby and Toy, Everett saw demand this winter for hot new titles like Throw Throw Burrito –“like a dodge ball card game” — and Left Right Center. Classics such as Life and Twister sell consistently, along with new Harry Potter- or Mario-themed versions of Monopoly. Everitt also likes the Buildzi con-

structor set from Tenzi — “a new, challenging game that was super popular this year.”

In Oxford, Mich., Funky Monkey Toys Manager Kim Collier recommended board and card games for family fun. A Dolphin Hats title called Taco Cat Goat Cheese Pizza was this year’s best-selling board game for all ages. In Cincinnati, the Peaceful Kingdom line “blows it away for younger kids’ games,” noted Brian Daly of King Arthur’s Court Toys, adding that Monkey Around is the brand’s top-selling title.

Daly also recommended puzzles to shoppers at the 15,000-square-foot store. His favorites, from Crocodile Creek, have color-coded sections that allow players of different ages and abilities to each work on a skill-appropriate section before mounting the entire project. “We brought them in especially because they were designed to be family puzzles,” Daly explained. “Puzzles are awesome, but it can be a problem when you have players of different abilities. These new puzzles solve that.” ❖

Getting in Tune with Musical Toy Trends

Ukuleles, easy to play and pleasant to hear, remain a top seller in a category that has not seen much innovation lately.

“Honestly, I wouldn’t say there’s real change in the trend line for musical toys right now,” said Brian Daly, buyer and manager at King Arthur’s Court in Cincinnati. For kids too young to manage a stringed instrument, the store has done well with the Hape brand; one favorite combines musical elements with stacking blocks.

But ukuleles remain the top musical toy, especially those from the high-quality line Kala, which also makes professional-grade

models. “We met the Kala people at Toy Fair; they love what they do, and their products are wonderful,” Daly said.

Kala ukuleles in convenient carrying cases are also the top musical choice at Whistle Stop Hobby and Toy in St. Clair Shores, Mich., reported Manager Julie Everitt. And at Funky Monkey Toys in nearby Oxford, Manager Kim Collier said best-selling mahogany ukuleles are popular for their whimsical styles; some are shaped like strawberries and assorted fruit.

Apart from ukuleles, other musical favorites include teaching toys

like the Rock & Roll It Rainbow Piano, a best-seller at Coolest Toys On Earth, and xylophones and egg shakers for younger children at Flying Pig Toys — both in Cincinnati. ❖

One-Stop Locations for Health and Fun Toy Trends at Pharmacies

At many pharmacies in small towns and major cities, beyond the medical supplies and prescriptions, gift items are an important part of store sales. And toys are a big part of that gift merchandise mix. For this article, pharmacy staff members offered their takes on what sells best when it comes to playthings.

At Old Pasadena Pharmacy and South Park Pharmacy, alternatives to mega pharmaceutical chains, are both located in the greater Los Angeles area. At these homey stores, toys are pure fun for kids of all ages.

According to John Stephens , pharmacy manager, “What does best for us are stuffed animals and children’s books, things that make a nice simple present. We have an eclectic selection of these items in terms of age range, so everything moves very well for us.” A corporate gift entity purchases the toy merchandise for the stores. “It’s a gift buying service, and they buy for us whatever items they feel will do best for the stores. To some extent this year, it’s whatever they know will sell that they can find.” Toys are sold throughout the year, with an emphasis on what Stephens calls “classic toy items. Nothing specifically seasonal.”

In the small seaside town of Cambria, Calif., Cambria Drugs and Gifts places a great deal of emphasis on the store’s gift items According to Sales Clerk Lori Dragoun , speaking for manager Dena Crawford, the store offers what she described as “Old fashioned toys that you don’t see everywhere. We carry the classic

paddle balls and little airplanes that you put together yourself. And what really sells well for us are squishy balls and stuffed animals of all kinds. Kids also like the new slime, which is really the current version of Silly Putty. It’s all simple, appealing, fun stuff.”

Dragoun said Crawford purchases all the toys that

“What does best for us are stuffed animals and children’s books, things that make a nice simple present. We have an eclectic selection of these items in terms of age range, so everything moves very well for us.”

the store carries. “She buys online. I know she’d love to go to some of the toy shows, but she doesn’t have the time to do that.” The shop sells toy items throughout the year, but during the winter holidays, they sell even more. “We really do sell a lot, and so we do increase the number of classic toys we carry seasonally. We’re a tourist town, so a lot of people will come in to buy a quick gift, maybe something for relatives.”

Moving south to another small town, Los Osos, Pharmacist Jason Tewell carries a great deal of children’s toys at his Los Osos Rexall Pharmacy. “We have a very wide selection of toys, although they are primarily aimed at kids from age 0 to 5 or 6. They are the main audience we are buying for. We also carry things for older kids, but the majority of our sales lies with

Continued on page 30

- John Stephens, Old Pasadena Pharmacy and South Park Pharmacy, both located in the greater Los Angeles area

Games, Playthings and Plush

One-Stop Locations (From page 28)

younger children.” Among his top sellers are “blankets, books, and stuffed toys for little children.”

He explained, “This has been my family’s pharmacy since the 1970s. My mom was the gift buyer for years, and she still goes to gift shows with me. We enjoy going to buy together and find the items we want to carry.” While the pair mostly attend shows to find their toys and other gift items, they have started doing some business with online vendors. “Our mainstay remains

“I have a broad variety of toys here, I cover every age child from infant up to adults. For the little ones, I have plush animals and Fisher Price toys of all kinds. For older kids, I have everything from remote control vehicles to science kits, which seem to be something they enjoy a lot. I also carry games of all kinds, including complex games for the older set.”

the Las Vegas toy show. You don’t see as many vendors in New York or LA now, and San Francisco is gone. We miss that show.”

He added that the store is a very popular place for customers to buy toys in town. “People pop in here for a birthday gift all the time. It’s so much easier than having to go to a neighboring town where there might be a large toy store. This way, they can come and then just head off to a children’s party and have what they want, while staying local and keeping things easy.” Tewell’s store even gift wraps. “We do free gift wrapping for any item over $10.” The 3,000-square-foot store consistently sells toys throughout the year.

The most popular item for the store this year is a glowing bath toy. “We had great success with a plastic bath toy shaped like a little ice cube called Glow Pals. They light up on the inside, there’s a red one, a green one, and one that changes colors; some have Sesame Street licensed characters on them, like Elmo.” He laughed that “I have a 3 and a 6-year-old at home, and there’s no more battle about getting in the bath now. It’s no longer a chore. I just toss in the little cubes,

Advice to Pharmacies: How to Do Well Selling Toys

For this article, pharmacy staff members offered their advice to other pharmacies on how to do well selling toys in a merchandise mix.

At Old Pasadena Pharmacy and South Park Pharmacy, both located in the greater Los Angeles area, John Stephens, pharmacy manager, offered this tried-andtrue advice. “Stick with simple items and be sure to keep a good mix of them on the shelves.”

In the small town of Cambria, Calif., Cambria Drugs Salesclerk

Lori Dragoun, speaking for Manager Dena Crawford, asserted “It’s best to carry classic toys, small items and stuffed animals. Things that are easy for people to buy even if they’ve come in for another reason.”

In Los Osos, Calif., at Los

Osos Rexall Pharmacy, Pharmacist

Jason Tewell said the best advice he can offer may be to make a difficult choice. “With the pandemic, things are very different. A lot of pharmacies shifted to vaccines and clinical services. I did not want to mix the situation of administering vaccines with gift buying. I think you have to make a tough choice, particularly when it comes to selling toys, whether you want to participate in the vaccination program or continue a thriving gift shop.”

In Port Townsend, Wash.,

Carol Seldal, manager at Don’s Pharmacy, suggested that the most important thing when it comes to stocking toys is to “Have a variety of items that cover all the ages. That’s what works well for us. People know they can come in here and find something they want for a child of any age.”

- Carol Seldal, Don’s Pharmacy, Port Townsend, Wash.

they light up, and the kids are happy.”

In Port Townsend, Wash., Carol Seldal manages Don’s Pharmacy. Like Tewell’s Los Osos store, Don’s Pharmacy is a must-stop for toy buyers. “I have a broad variety of toys here, I cover every age child from infant up to adults,” she related. “For the little ones, I have plush animals and Fisher Price toys of all kinds. For older kids, I have everything from remote control vehicles to science kits, which seem to be something they enjoy a lot. I also carry games of all kinds, including complex games for the older set.” Seldal manages her toy orders from three different vendors. “It’s difficult to keep our toy aisle filled. Everything sells well, I am constantly getting wiped out.” She orders almost exclusively online.

She noted that “We are really a go-to stop for toys, because there is only one other small toy store in town. Other than that, people would need to make a long drive.”

While the store sells toys throughout the year, during the winter holidays, Seldal said, “We stock even more items. Our toys move out of the toy aisle and into the center of the store. I do a whole end cap of just stocking stuffers.” Another change she makes dur-

ing the winter holidays is that Seldal will also make special seasonal purchases. “By that I mean that I am offered just one shot at ordering pre-purchased toys, items that are different from my regular selection of toys, although not necessarily holiday themed.” She added, “Ordering those items broadens my range of selection. I always do that, and this year, with demand being very high, I am glad I did.”

In short, selling toys at pharmacies means a lot more than child’s play – it’s good business. ❖

GAMES, PLAYTHINGS AND PLUSH

Toys for the Times Learning Toys and Outdoor Toys at Children’s Museum Shops

From Squishables plush to bubble poppers, sensory toys are tops this year at children’s museum stores.

“Anything tactile and engaging does really well,” noted Connor McGraw, associate store manager at the Marbles Kids Museum in Raleigh; fidget toys, poppers, and squishy bouncy balls are all best-sellers.

Learning games themed around dinosaurs, world maps, or the multiplication tables are also popular. And an insect collecting kit, complete with magnifying glasses, is a hit with outdoor explorers. But nothing beats the appeal of simple toys with a satisfying squeeze, said McGraw: “They’re good at keeping kids occupied.”

The Squishables line of plush is number one at the Children’s Museum of Houston. Conchetta Lewis , director of retail, said kids can’t get enough of the round, huggable toys in whimsical shapes like corgis and avocados. “They’re cute and unique, and the texture is very comfortable,” Lewis noted. Fidget and popper toys have also done extremely well.

Most of the store’s wares, however, are educational in nature. Lewis said task-oriented logic games from ThinkFun are hits with both kids and their parents. Air-Walker, a buildable suction cup robot from Thames & Kosmos, is another favorite, along with a variety of science kits themed around engineering and the solar system, or microscopes packaged with activity journals.

“The goal of everything we have is to tie into the exhibitions,” noted Lewis, who has worked at the store since 2007 but took over as director this January. “We also want to carry the fun and trendy items that everyone’s looking for — the cool learning kits and little trinkets.” Attendance is strong at the museum shop, which expanded its space during the pandemic in order to increase airflow and improve ventilation.

“Anything slimey, or anything gooey” is a gift shop winner for the Mississippi Children’s Museum in Jackson, according to Patti Reiss , director of Museum Experiences. Fidget and popper toys are best-sellers, joined this year by the “infinity” cubes that are modern update on last century’s hit Rubik’s Cube.

This year, Reiss has sold a lot of kits that require digging through sand, rocks or “volcanoes” to discover something inside — which could be anything from rocks or seashells to crystals, semiprecious stones or plastic “dinosaur” eggs. Multiple brands make this type of toy, but most of the museum’s come from the Schylling, Mindware and Discovery brands. Reiss said they appeal to children “who like to get a little messy and discover something.” Meanwhile, adults like that these toys don’t require batteries and are ultimately disposable. “You use it, you have fun with it, and then

Continued on page 34

“Anything tactile and engaging does really well.”

- Connor McGraw, Marbles Kids Museum, Raleigh, N.C.

Games, Playthings and Plush

Toys for the Times (From page 32)

you throw it out — it doesn’t stay and take up space in your house,” Reiss explained.

Apart from frisbees and Ultra Gliders planes from

“The goal of everything we have is to tie into the exhibitions. We also want to carry the fun and trendy items that everyone’s looking for - the cool learning kits and little trinkets.”

Reiss explained, where they are less about winning and more about learning to take turns. Yet this year, elementary-aged kids snapped up titles like Mermaid Island, Duck Duck Dance and Hoot Owl Hoot.

Giant stuffed snakes — a hit for years at zoo and aquarium gift shops — are still number one at the expERIEnce Children’s Museum in Erie, Pa. “They are five or six feet long, so kids can wrap themselves in the animal,” explained Julie Boam , visitor services and volunteer coordinator, who oversees sales in the Visitor Center’s 120-square-foot retail area. At $15, the snakes are also well priced, and they catch kids’ eyes with multicolored flippy sequins.

the Toysmith line, outdoor toys are not a major category at the Jackson store. Reiss said that in a region that takes its youth athletics seriously, parents are looking for sport-specific gear, not toy balls.

But a surprising hit this winter has been board games for children aged 5 to 7. “Before this year, those had not sold particularly well,” Reiss noted. Board games typically score better with the preschool set,

Boam said her clientele is budget sensitive. The low-end best seller is a line of sensory putty toys, at $5$10; at the higher end, $20, a miner’s hard hat helmet with a light is popular since it’s “a great value,” Boam said. With so many toys back-ordered due to supply chain issues, the museum has filled in with housemade learning kits that tie into exhibitions. One favorite, “Camp To Go,” has activities themed around the museum’s summer camp.

Jere Krueger , associate vice president of Retail Services at the Children’s Museum of Indianapolis, emphasized the importance of extending the experience from gallery to gift shop. “Our knowledgeable sales staff shows off our ‘must-have, unique and museum exclusive’ product,” he said. Exhibit-related toys, journals and books allow guests “to take home a memory from their museum visit.”

Recent best-sellers have included color and shape matching toys, such as the Snap-n-Learn matching Dinos from Learning Resources, as well as peg puzzles from Learning Journey. Krueger said parents love the Nature Exploration toys from Thin Air Brands because they get kids playing outdoors. Along those lines, “you can never go wrong with bubbles,” Krueger added.

But at the end of the day, “nothing else even comes close to plush,” the retailer affirmed. Krueger explained that stuffed toys appeal to all ages and genders and spark imaginative play. Especially during the pandemic, when people have been more isolated, plushies have filled in as comforting best friends. “They can help in development of empathy and social skills,” Krueger noted. ❖

- Conchetta Lewis, Children’s Museum of Houston, Texas

Getting Kids Loving to Learn Toy Trends at Baby Stores

By Sara Karnish

Toys are among babies’ earliest educational tools. To meet this need, many baby boutique operators expand beyond apparel and include toys in their retail space. Alex Breaux , co-owner of Wonder World Toy Store & Baby Boutique with sister Jessica Breaux in Medford, N.J., said carrying both apparel and toys just makes good business sense. Wonder World is primarily a toy store, but 400 of their 1,400 square feet is dedicated to a baby boutique. Breaux said some of their most popular toys are “Baby Paper, which is just crinkly material. Babies love it because they can just grab it and it makes noise.

We also do really well with a brand called FatBrain and a product line called Dimpl. Everything in the Dimpl line sells really well—it’s kind of keeping with the trend of pop-its, but for babies. It started out as a baby toy, but now older kids love it. They start at 10-plus months, but they go up to 2 to 3 years old. We also do well with a brand called Cuddle Barn, which are animatronic stuffed animals. We have them for baptisms and they say little prayers. I would say they’re the top three contenders for us in the baby boutique.”

Rather than purchase a plastic plaything with little staying power, parents and relatives prefer investing in durable toys, especially if they also have some educational or sensory element. Maris Johansso n, owner of Broomtail in Denver, Colo., said wooden toys are great sellers at her store because of their longevity. “Parents and grandparents want things that can be passed down. People are getting away from plastic toys. We do well with brands that have a focus on sustainability, made from wood and other sustainable materials. If not wood, silicon is another big trend manufacturers and consumers are following, especially if the toy has multiple ways to use them. Parents are making more thoughtful, intentional choices about the toys they buy. They’re more of an investment so the child can play with them a little longer,” she explained.

Emily Tobin , owner of Hopscotch Children’s Store in Grand Rapids, Mich., is seeing a shift toward customers looking for toys made from organic, sustainable materials. “Some of our best-sellers are Organic Farm Buddies by Apple Park. Another best-seller would be Green Toys, which are bath and water toys, and we sell a lot by FatBrain, especially the Dimpl line, which are sensory toys. We try to find organic when we can. Farm Buddies are a great baby gift, and Apple

Continued on page 36

Alex Breaux, co-owner of Wonder World Toy Store & Baby Boutique with sister Jessica Breaux in Medford, N.J., photographed holding Dimpl Pops. Breaux said everything in the Dimpl line sells really well.

Games, Playthings and Plush

Getting Kids Loving to Learn (From page 35)

Park’s products are made from recycled materials, made in the United States, and have a good range [of product options] from baby to toddler,” she said. Her store measures 1,500 square feet.

Andrea

Marin Hall , owner of

Wee Bee Baby

Boutique in Atlanta, Ga., is seeing many of the same trends as other retailers: “For babies one year or younger …all of my wooden toys are doing really well. Some of our parents subscribe to the Montessori teaching method [and that’s why they choose these toys] but many just want the sustainable, all-natural products. For instance, we sell wooden rattles. There’s a company called Banner Toys based in Iowa—their toys are just really clean, simple, and engaging. We’re also selling a lot of silicon-based toys. There’s an awesome brand called Three Hearts. They’re Texas-based. They have these great silicon stackers (avocado stackers), which are a combination silicon and wood teether bracelet. It’s not plastic, all foodgrade silicon. They’re great for teething because they have a nice soft surface. They’re an easy gift for babies because sometimes newborns get handme-downs from older siblings or cousins, and the

Striving for Standout Sales Display Tips from Baby Stores

Toys generally aren’t a tough sell for younger customers. When the buyers are primarily parents, grandparents, or loved ones looking for a gift, however, the selection can sometimes be overwhelming. In these instances, it is best for retailers to get creative with their merchandising.

“People like to be able to pick something up, touch and look at it. Whenever you can display things in a way where it’s easy to do that, it’s always good,” said Emily Tobin, owner of Hopscotch Children’s Store in Grand Rapids, Mich. “[Due to COVID] we have put away some of our samples. We had more things out of the box so people could pick them up and look at them. If someone

parent or gift-giver want the teethers to be new for the young babies. And the other thing is Baby Jack Co., based in Wisconsin. The company was founded by a mom. They make these crinkle squares. They’re made from soft fabric, but inside it has a crinkly material in it, so it touches on the sensory aspect.” Hall added that educational or gifts with a local theme or flair are strong sellers, as well.

Retailers said sibling gifts are a popular item. They’re great way to drive sales for older children as well as the new baby or christening gift, according to Johansson. “Sibling gifts are when the toys for the older kids come in. Toys that foster imaginative play do well for us. There’s a product line called Maileg Mice, and you can dress them up. They also come with other accessories. Each season, the company will come out with new mice and seasonal dress. They’re really popular because people are into collecting them. Kids will actually sit here and play with them,” she said.

Besides making thoughtful decisions about materials, parents are seeking out toys with strong educational properties for little ones, according to retailers. “Parents want to constantly teach their

wants to look at something, we’ll get it out of the box to show them, but kids can’t try out the displays or stand in the store playing with the items as they did before. We moved a lot over the last few years to hanging displays some of our things to hanging displays so the shelves aren’t quite so crowded.”

Alex Breaux, co-owner of Wonder World Toy Store & Baby Boutique in Medford, N.J., said merchandising is an ongoing learning process for her. “I’ve learned to use little mannequins and have them hold a toy or sit with a toy. I use ‘baby busts’ and put outfits on them, and they’ve helped upsell the baby clothes, especially more of the ruffly

items—the ruffles are sometimes hard to see when the item is on a rack. The baby busts show off the ruffles nicely. I actually had a customer give me that tip. I typically arrange my displays based on type, rather than age. All kids love trucks, so I’ll put all the trucks together. Then all the Imagination Play together. I’ll group outdoor things together, then within those group I’ll sort by age. I keep all the baby stuff in the baby boutique, however.”

Merchandising is also a process of trial and error. Andrea Marin Hall, owner of Wee Bee Baby Boutique in Atlanta, Ga., said, “I’ve found it’s been a learning process for me, and it’s

Continued on page 38

children—they always come in and want educational toys. And everything is educational for babies because everything is new, and everything to a baby is about learning,” Breaux said. Tobin has seen the same trend: “[Parents] want something that is going to help the little one develop a skill and learn something. They want things in that vein, and not just something you hold or shake,” she said. “That’s something I’ve noticed a lot in the last year.” Little ones are relying more on their creative skills. Hall is seeing a return to imaginative play, likely the result of the “screen fatigue” felt by children and adults after months of virtual schooling and remote work throughout the pandemic. “I don’t really carry anything with batteries or screens—I carry mostly wooden toys or things for pretend play. I think it has done really well for us. People are going back to more simple play—more imaginative. A lot of people are asking me about crafts and hands-on activities they can do with their kids. They’re looking for ways to engage them creatively beyond pretend play. People are willing to invest in higher quality, more durable toys at a higher price point. They want things that will last a long time and grow with the child.” Hall said there is a greater demand for gender-neutral toys and clothes

among her customers. “People want gender neutral for two reasons. An increasing number of parents do not want to find out the gender, or do not want to ascribe to gender norms after the baby is born. There are not many brands who are catering to this. Mushie, a Danish brand, has a more gender-neutral color palette and product selection. For instance, they have a ‘coffee set’ rather than the traditional ‘tea set’. One design might have trucks on it or come in a gender-neutral color palette. The other reason parents want something more gender-neutral is because they want fewer things that will last longer, should they have more kids.” Again, Johansson stresses parents want quality over quantity

Continued on page 38

Games, Playthings and Plush

Getting Kids Loving to Learn (From page 37)

when it comes to toys—fewer of them, with greater durability. Johansson said toy companies have been slow to respond to parents’ growing calls for gender-neutral products: “I’ve seen that A. It really confuses shoppers, or B. It turns them off because a lot of parents these days are trying to not be so rigid when it comes to gender assignments. As a buyer I look for things which are neutral to alleviate some of the stress/questions of ‘This is the girl version, this is the boy version’ [of a product]. As a buyer I’m looking for neutral items.”

Boutique owners use different methods to upsell toys while customers browse through the apparel. “I do this [upsell] naturally because I’m a toy store—people come in looking for toys,” Breaux said. “My best tip to upsell is simply ask the customer, ‘Do you need a toy to go with this outfit?’ Sometimes they will want a toy to match the outfit. Someone might ask, ‘Do you have a unicorn stuffed animal to go with this outfit with the unicorn on it?’ Yes, of course we do, and they’re right over here. Books are also great add-ons,” she pointed out.

Hall said getting to know the customer and asking the right question can often lead to a successful sale. “Most people, when they come in, are shopping for someone else. It’s a little bit easier to direct the customer to the toy room to look for a new baby or sibling gift. People like the idea of being able to give toys. Some-

one will come in and the person they’re buying for has three other children, and they’ll say, ‘Surely they have everything.’ So what can uniquely be the baby’s? Maybe something like a teether. And I have parents who come in, and they have toddlers, but new things have come out [so they might purchase something]. I have clothing and accessories but also ‘select gear’ for activities like feeding—I try to carry things that are multipurpose and meant to make parenting a little easier,” she explained. Johansson said when it comes to upselling, it is not her style to “be a big pusher of anything. Sibling gifts are really nice. I don’t think people who don’t have kids would think of bringing the older sibling something. Even something small like a coloring book and crayons make the sibling feel seen and appreciated. Or the buyer might want to put something small on the bow of the gift, which makes a nice presentation.”

Durability, sustainability, and longevity are trends when it comes to toys at baby boutiques in the coming year. As parents continue to make better informed, cost-conscious buying decisions, retailers continue to seek out vendors who can meet the needs of their customers. ❖

Striving for Standout (From page 36)

something I love to do! A couple things that have helped me a lot - merchandise and group things together that could work really well as a packaged gift. Typically for me that’s colors that look good together, or visually look good together—mix and match and create a nice gift that work well together from one table. Or from a visual appeal standpoint, the items look good together, or a practical standpoint—arrange by category (feeding, bathing) and brand. Second, play with heights and interesting ways to display things. Have a rack with clothing on the top and books or flat things on the bottom. Play with heights so your eye doesn’t have to do a lot of work—you can look around rather than scan a flat table.”

Grouping is a common display method because it’s very effective. “I display by theme—dinosaurs, puzzles, et cetera. If a person does a theming gift, it’s easy to grab like items from different categories. Some toys really need a display piece out of the box. Others are very clear in their display. When some items aren’t moving, take it out of the box and display it. It’s harder to sell the one that’s out of the box, but it does help to sell the item.” Maris Johansson, owner of Broomtail in Denver, Colo., said, adding, “Merchandising is definitely the most important sales tool we have. It’s fascinating to me. We’ll move things around. It’s really fun to try and figure out what will grab someone’s attention, or how to tell a story with an item.” ❖

A baby merchandise display at Wonder World Toy Store & Baby Boutique photographed with Co-Owner Alex Breaux. Breaux said merchandising is an ongoing learning process for her.

Beach-Themed Gifts and Merchandise Trends at Coastal Gift Stores

By Carimé Lane

Naturally, beach-themes are the focal point at coastal gift shops. In this article, find out what’s trending in beach-themed gifts and merchandise in three coastal gift shops across the country. What’s more: They’ll tell you how to leverage the surrounding beach area to make gift and merchandise sales.

Weston Roberts is the CEO of Stormin’ Normans (3,300-square-feet, earning upwards of $1 million/year) located in along Long Beach, Wash.

Stormin’ Normans is a familyfounded and owned business. The family owns six retail businesses in total along the Long Beach Strip.

Apparel is their top-selling gift. A lot of parents and grandparents shop at Stormin’ Normans for their kids and grandkids. “Kids apparel is big,” Roberts said.

Because they located in a small destination coastal town, they namedrop 99% of their apparel, said Roberts. “Anything name-dropped does incredibly well. We’ve experimented over the years with name brands like Quicksilver, Billabong and Roxy and nothing’s done as well as the namedropped Long Beach Washington apparel,” Roberts said.

Roberts explained they also collaborate with vendors to come up with their own apparel designs.

Gifts in the souvenir category are among the top selling items as well. These include name-dropped coffee mugs and trinkets, along with personalized goods like engraved seashell key chains, or pocket knives.

As for other types of merchandise, apparel for personal use is also a best-seller. Anything you can use while you’re visiting Long Beach sells well, said Roberts.

The Grapeseed Team Member Taylor Smith photographed with a customer at the Santa Barbara store. The company’s products with its signature scent lines are best-sellers.

According to Roberts, that includes kites, beach volleyballs, bathing suits, beach blankets, rain jackets and hoodies, sandcastles and skim boards.

When selling goods with a beach theme, Roberts recommended listening to your vendors and maintaining a great relationship with them. “A lot of the vendors we work with are travelling around and talking to other retailers and know what’s selling, not just in your market but other markets – they have a good idea of what customers want,” Roberts said.

As well: Roberts said owners should interact on the floor with customers. They pair those customer interactions with vendor recommendations and put their own creative twist on that to formulate their own brand, he explained.

Kristin Fraser , founder of The Grapeseed Company, owns gift shops in two beachside towns: the 1,200-squre-foot Carpentaria store with an additional 350-400-square-feet of outdoor garden space used for classes and various artisan pop-ups and the Santa Barbara 1,500-square-foot location.

The Grapeseed Company’s signature scent lines sell best here. They crafted scents like ‘Surf’ and ‘Sunshine Bay’ to smell

Continued on page 42

Kristin Fraser, founder of The Grapeseed Company. The company’s Carpentaria location features an additional 350-400 square feet of outdoor garden space for classes and artisan pop-ups.

Beach-Themed Gifts (From page 41)

like Santa Barbara and the ocean. Products with these scents are great take-home gift purchases for visitors because they “transport you to a place,” Fraser said.

Customers are drawn to scented products they can use on a daily basis such as organic aromatherapy mist, lotions, soap, or a shampoo or conditioner Fraser said.

Pre-packaged items like their ‘Surf’-scented organic, homemade soap with swirls of blue made from a natural mica and organic SPF coconut lip balm sell very well. These retail for $15. Other best-selling pairings are their hand wash and lotion and their aromatherapy mist, bath and massage oil combo.

These gifts are easy to transport. Plus it’s easy to take home multiple gifts like these home, Fraser said.

“What kept two brick and mortar stores open throughout all of Covid was the fact that we have a product line that you use up and come back for,” said Fraser. Locals keep coming back for products and visitors can re-purchase items online.

Consumables are also ideal for gift-gifting.

“People don’t want to give more gifts that are just going to pile up and not be used, so consumable gifts are really hot right now,” Fraser said.

Their jewelry department is their second biggest selling category. Local makers forage local beaches for treasures, including sea glass, and the mini abalone shells that are unique to the area.

Their third best top seller is art, ranging from fine art to prints to notecard sets that have a different painting on each card. They feature art from eight lo-

cal artists, who often paint beach scenes.

Additionally, they have a relationship with their artists: If the artist does a private commission for someone in town, then the artist will make a print of it for them to sell. Prints created this way sell very well, expressed Fraser.

Even if customers can’t tuck fine art items into their suitcase, the store will ship fine art to a customer’s destination.

At The Grapeseed Company, Fraser believes in selling high end artisan products you don’t see everywhere, and mementos from the area– not magnets or postcards. According to Fraser, this is what draws a customer base amongst visitors and locals alike.

Serenity Shells was born when Necole Ganley , Serenity Shell’s owner and founder, suffered a Covid-related job loss. In May 2021 Ganley, with the encouragement of her two children, opened her nautical-themed gift shop on the second floor of a large building housing many other small shops in Asbury Park, N.J.

She sold her own creations–shells overlaid with vintage

A display of painted shells from Serenity Shells. Oysters are the top sellers among the owner’s shell selection, and she believes they catch customers’ eyes with their unique shape.

An exterior view of the Santa Barbara, Calif., location of The Grapeseed Company. Founder Kristin Fraser owns this 1,500-square-foot store and a 1,200- square-foot Carpentaria location making for shops in two beachside towns. Continued on page 44

Beach-Themed Gifts (From page 43)

and used napkins trimmed with gold– and the merchandise of other small business owners she met when she was a vendor at various shows such as farmer’s markets and craft events.

She moved her small shop online in October 2021. She found the other shopkeepers in the building to be unwelcoming and made the decision to pack up shop and continue selling online and at temporary markets, where she is now cultivating a flourishing business.

Oysters are the top sellers among Ganley’s shells. Ganley said the oyster shells are best-selling because they catch a customer’s eye with their unique shape.

In her storefront, Ganley would pair various collections–such as her Protection Collection, which included shells painted with the “Evil Eye” and “The Eye of Horus”–with crystals from other vendors. These pairings were frequent purchases among customers.

Aside from beach-themed gift items, the store also found beach towels made from recycled blankets sold well. The blankets were dyed with natural colors, such as vegetable dye. Since they were two blocks from beach, Ganley found any beach

necessities to make natural purchases for customers.

If you own a gift shop in a coastal area, she recommended doing your homework on the surrounding area. You could use the names of nearby beaches or landmarks to create items. In her shop, any images of the iconic Tillie the clown in Asbury Park were easy sells. “They just wanted it; they didn’t care about what it was on,” Ganley said.

Ganley also suggested you don’t restrict yourself to traditional beach-themed merch, like laying in the

A painted shell from the Serenity Shells inventory. The owner offers her own shell creations as well as the merchandise of other small business owners.

A view of jewelry and gift displays, including Carpinteria local beach art, at the Carpinteria, Calif., location of The Grapeseed Company. Jewelry is the second biggest selling category for the company.

Mermaid Waves Santa Barbara Seasonal Soap from The Grapeseed Company. The product is part of limited-run soaps the retailer offers each season.

sun, getting a tan and so on. Customers also love nautical themed merchandise like mermaids, starfish, and sea creations. Customers are always looking to decorate their beach houses.

You should also be mindful about the colors customers are looking for when it comes to beach-themed merchandise, said Ganley. Bright, sunny and eye-catching colors are perfect for beach-themed merchandise. Blues are always a big seller for her. “It doesn’t matter if it’s a shell or a blanket: Blue is always a best-seller,” Ganley said.

Owner Necole Ganley of Serenity Shells in Jackson, N.J. Now an online business, Ganley opened her store in Asbury Park, N.J., in May 2021.

The Grapeseed Company signature scent hand and body wash. Consumable gifts are popular currently, and the company’s two stores have stayed open throughout the pandemic.

Offering a Taste of the Country Selling Gifts at Country Stores

By Hilary Larsen

Expats are always nostalgic for a taste of home. And Jenny Lester, who is originally from the U.K., is ready with a supply of British candy and Christmas puddings at Wilbur’s Country Store and Gifts in Blairstown, N.J. “We are known for our stocking stuffers, or gifts for people you work with,” said Lester, who has owned the store for decades. Best-selling gifts include British soaps and teas, calendars, artisan jams and light-up magnifiers.

Country stores are a little like magnifiers themselves: They offer a close-up view of both their owners and the communities they serve. At Wilbur’s, devotees of British cuisine will find English Cadbury and Mars bars and traditional braided rugs. Lester chats with each customer, offering samples of the gourmet treats that comprise half her sales. There’s an English country feel to the old carriage house where Wilbur’s occupies several front rooms; the hallway is lined with baking pans and cookie cutters. Tasty treats, but with a German accent, are the best-selling gifts at Dietrich’s Meats and Country Store in Lenhartsville, Pa. The 65-year-old family business specializes in old-fashioned, homemade products that reflect the area’s Pennsylvania Dutch heritage. “We’re traditional,” explained Owner Marlon Dietrich .

“Our secret is that we don’t change the recipes. We don’t use preservatives, hormones or phosphates. And we sell the kinds of things you can’t find easily nowadays.”

These include house smoked poultry like capon, pheasant and Cornish game hen, as well as chicken and turkey; a variety of homemade, German-style sausages like bratwurst; and freshly butchered

Continued on page 48

Customers at the Danbury County Store love “any type of unusual mug” one of the owners said. Shown is a display of mugs and candles at the store.

Drinkware and food gifts at the Danbury Country Store. The store has been around since the 1800s in Danbury, N.H.

What Is Your Top Customer Service Tip?

“When guests come in more than once, know their name,” advised Audrey Pellegrino, co-owner of the Danbury Country Store in Danbury, N.H. “People like it if you call them by their name. If you say, ‘Bob, your sandwich is ready,’ they feel comfortable, like they’re part of the family.”

At Wilbur’s Country Store Gifts in Blairstown, N.J., Owner Jenny Lester believes in thorough knowledge of the store’s products. “You’re going to get questions, and you have to know what your customer might like,” she noted. “If you haven’t tasted it, it’s hard to sell it. I try to taste everything in here!”

Along those lines, Marlin Dietrich gives customers samples of his gourmet sausages and smoked poultry at Dietrich’s Meats and Country Store in Lenhartsville, Pa. “That’s the way they’ll develop a taste for your products,” said the longtime retailer. “I’ve had Germans come in here and say our leberwurst is every bit as good as what they have at home.”

With a clientele of busy office workers, Owner Jim Primodie works hard to serve customers fast at Ivyland Country Store in Warminster, Pa. “We get them in and we get them out, and they get a quality product,” Primodie said. “We take short breaks and we’re very efficient.”

And for Lillian Zimmerman, gift manager at the Country Store in Mount Joy, Pa., the personal touch is key to customer service. “Listen, and then try to stock what people are asking for,” she said. With unpredictable shortages caused by the supply chain, Zimmerman added, “I’ll advise our regulars to buy things they like, because they may not be here the next time.” ❖

Offering a Taste (From page 46)

meats of all kinds. Apple and peach butters, sauerkraut, pickled red beets, crabapple jelly and dill pickles are favorite gift items. The store also has a large selection of pies and cakes.

Dietrich sells logo shopping bags and magnets that are designed by a local craftsman. “They’re quality,” he affirmed. Gift givers will buy a bag and stuff it with meaty treats, like a football shaped bologna or German head cheese.

Food is also the main draw at Ivyland Country Store in Warminster, Pa. “We’ve got the best sandwiches around — we use Boar’s Head meats,” said Owner Jim Primodie . He bought the old country store 25 years ago, and as industrial parks sprang up around it, workers increasingly came for weekday lunch. (Ivyland is closed on weekends, when the area empties out.)

Apart from sandwiches, the best-selling gifts are Ivyland’s logo T-shirts, which have the store name on the front and the slogan “Conveniently Located in the Middle of Nowhere” on the back. For children, shoppers pick up wooden toys and model airplanes. The store is whimsically decorated with antiques, from old radios to furniture Most often, people come in for a sandwich, not an antique, “but sometimes they walk out with both,” Primodie noted.

Whimsical and local gifts are the best-sellers at Danbury Country Store, which has been around since the 1800s in Danbury, N.H. Audrey Pellegrino

A display that includes soaps, candles, lotions and other merchandise at Danbury Country Store. When Audrey Pellegrino and James Phelps took over the store from their parents, they combined grocery and deli sections with a gift shop.

Whimsical and local gifts are bestselling at Danbury Country Store. Shown is a gift display.

and James Phelps took over the store from their parents several years ago, combining grocery and deli sections with a gift shop.

Pellegrino said her customers love “any type of unusual mug” with hiking, skiing or New Hampshire designs. Locally made candles in old-fashioned cannonball jars are also favorites, with names like Ski New Hampshire, Snowman’s Poop and Live Free or Die. And the store can hardly keep up with demand for locally designed stickers, which come in a variety of styles and sizes for trucks, cars, water bottles and phones. “They’re great quality,” noted Pellegrino. “I know somebody who washed a sticker on her water bottle every week for years, and that sticker stayed put.”

Cards, purses and candles are perennial gift favorites at The Country Store in Mount Joy, Pa. “But it depends on the season,” noted Gift Manager Lillian Zimmerman . Around Christmas, home décor surges; this year’s holiday winner was snow globes and “anything lighted,” Zimmerman said. Apparel is popular, but since there’s no room for try-ons, Zimmerman stocks one-size-fits-all styles like ponchos.

With a budget conscious clientele, a Zimmerman aims for gifts that cost $20 or less. “This past year, everything was a little higher, since shipping was costly,” she noted. “But with quality items, like our wind chimes, people will pay a little more.” ❖

Ricky Moran of the Danbury Country Store, photographed with a display ahead of him restocking.

Selling an Experience Gifts at Cave and Cavern Stores

By Genie Davis

Gift purchases at cave and cavern stores often focus on natural items, in keeping with the location – but not always. For this article, store managers and staff offered information on their top gifts and why these merchandise items are big sellers for them.

At Cave Without a Name in Houston, Texas, Manager Mike Burrell said the primary standout in gift sales is “cut geodes. We really sell a lot of them. We cut them right here in the store, and I think the reason they are so popular is because it is an interactive experience for our guests.” He also cited a second popular item: “Helmets with our name on them are also a big hit. Mostly they’re popular for kids, but every once in a while, adults will buy them, too.” He said the appeal of the helmets comes from the good memories the name-dropped item recalls, with the ability for kids to put on that helmet and remember the experience of being in the cave.

To sell more gift items, a strong display works best, Burrell attested. “The geodes, along with being a fun experience, they are right in the front of the store with a saw right next to them. A lot of people see them, and they can’t even make it through the front door without a geode in their hands, even when the cave tour is about to start,” he laughed. “We tell them the geodes will still be there when they get back.”

According to Burrell “It’s hard to tell who buys the most of our gift shop items, kids or adults, because it’s kind of a mix. But it’s probably more the adults, because the kids usually have to ask permission to purchase something.”

In Carlsbad, N.M., at Carlsbad Caverns’ gift store, Manager Kristi Haynie described the National Park shop’s best-selling items as “anything collectible. Since COVID-19, people are collecting items that they can purchase at many different National Park locations, not just here at Carlsbad Caverns. They seem to feel that now that they’re comfortable traveling again, they want to bring back a gift or a souvenir that they can keep or give from each location that identifies the location. Mugs are big for that reason, as are T-shirts, and puzzles that depict the location. I think puzzles are especially big,” she remarked. “Puzzles are something people can do at home, and it brings back the memory of having been here or it’s something they can share about the location as a gift for others.”

Haynie described the store’s merchandise as “very eclectic. We have a little

Continued on page 52

Manager Kristi Haynie of Carlsbad Cavern in Carlsbad, N.M. Collectible National Park items are best-sellers at the store, Haynie said

We just have a pile of geodes, and you can select one, and we have a cutter here to crack it open. The fact that it is such an interactive experience and that the geodes are rock formations, that’s what makes them such a big hit. We also do very well with these little gem mining bags, we keep them in barrels along the wall. You take the bag, and you go out to our little sluice box, and you can sift through the dirt to find some gems. It’s another interactive thing for people. Those two items sell the most by far, whether people are going to keep them for themselves or give them, they’ve had an experience to get them.”

- Logan Cockerham, Black Chasm Caverns, Volcano, Calif.

bit of everything. Plush does great as a gift for children, and even for adults. The mugs that we sell the most of are made in America, and a little higher priced than things you might see outside a park at a gift store. They are well-made, and they have our logo on them. People ask for a very specific kind of mug with the logo, so they can add it to their collections.”

Like Burrell, display is key for selling more gifts at the Carlsbad Caverns store, Haynie noted. “We have a really large space here, so we display our merchandise in multiple locations throughout the store. We have so many people moving through the space, that we want to make sure the items can be seen in different areas.” She varies her display style throughout the store, as well. “We may have one type of item, for example magnets or pins, and we group them all together in one place. But at another location in the store, we may group them together by theme, such as magnets, pins, and plush items that all tie in with a theme, like the bats that the cave is known for. So, we cross merchandise the same items thematically and we also place them among like items at different places in the store. That mix of display styles works well for a large space.”

Continued on page 53

Getting Great at Connecting with Customers Top Customer Service Tips

Like many gift stores, cave and cavern gift shop staff note that greeting or assisting customers in a cheerful and informed manner is the key to top customer service.

At Cave Without a Name in Houston, Texas, Manager Mike Burrell said, “Just try not to ignore people. Say ‘Hi’ to them when they come in the door and ask if they have any questions about anything. Good customer service is just the basic, simple stuff like that. You try to be there for them.”

In Carlsbad, N.M., at Carlsbad Caverns’ gift store, Manager Kristi Haynie described her top customer service tip as “talking to our customers when it’s appropriate. Because our space is quite large, we don’t necessarily greet

people when they come in, but whenever they’re within the vicinity of any of our staff, we make sure we talk to them and ask them what they are looking for or how their trip is going, or where they may be heading next.” One special feature for customer interaction is part and parcel of being a National Park store, she said. “National Parks have the passport program, where you can get stamps added to a passport book from each location you visit. So, we keep the book display close to our register, where anyone can look at it. If people know what it is, they won’t ask, but if they don’t know, with our books placed there, we can give them a five-minute talk about how the program works and really interact with people that way.”

Logan Cockerham, supervi-

sor at Black Chasm Caverns in Volcano, Calif., related that his top tip in customer service is “being friendly and greeting customers when they come in. We don’t do much suggestive selling because most items sell themselves. But we will ask if they want something specific, and if they do, we’ll help them find an item they’re looking for.”

In Tulelake, Calif., at the Lava Beds National Monument, gift shop Volunteer Robert Riley said the best customer service tips he can offer are “Be friendly and make a connection with people. And it’s also important to be informed about the merchandise, so you can answer any questions that people might have.” ❖

Selling an Experience (From page 50)

Selling an Experience (From page 52)

Adults are definitely the strongest customers for the shop, Haynie explains. “Adults do most of the buying. Around the holidays we do get kids participating with the money they got for Christmas. And some school groups are coming back, but by and large our customers are the adults who are either buying for themselves or as gifts for their children.”

Logan Cockerham , supervisor at Black Chasm Caverns in Volcano, Calif., related that just like at Cave without a Name, geodes are a top gift shop seller. “We just have a pile of geodes, and you can select one,

Books are really our number one best-seller in gifts, particularly as related to the Modoc War that took place in the region. Small gifts and souvenirs are popular too, especially our ‘Save the Sky Puppies’ merchandise – those are the bats that dwell in the caves.”

Robert Riley, Lava Beds National Monument, Tulelake, Calif.

and we have a cutter here to crack it open. The fact that it is such an interactive experience and that the geodes are rock formations, that’s what makes them such a big hit.” He added, “We also do very well with these little gem mining bags, we keep them in barrels along the wall. You take the bag, and you go out to our little sluice box, and you can sift through the dirt to find some gems. It’s another interactive thing for people. Those two items sell the most by far, whether people are going to keep them for themselves or give them, they’ve had an experience to get them.”

Children seek out one other top-selling gift item, a small bag of mixed gemstones, he said. The bagged gemstones are also offered in an interactive format.

“We have small treasure bags with a large display of polished and tumbled gemstones. You can sort through them and fill the bag with the stones, whether you want to keep them or give them to someone else. These are very popular with kids.”

Whatever the merchandise, Cockerham said that what really helps to sell it are “centrally placed, large, and colorful displays.”

While adults make most of the purchases in the store, they are primarily buying these experiential items as gifts for their children, he noted.

In Tulelake, Calif., at the Lava Beds National Monument, the volunteer-staffed gift shop is the place to stop for information on caves within the monument, such as Mushpot, Valentine, and Skull Cave. Mushpot Cave is illuminated, but to explore the others, the gift shop offers high-powered lanterns for exploration. As far as gift items go, according to Volunteer Robert Riley , “Books are really our number one best-seller in gifts, particularly as related to the Modoc War that took place in the region. Small gifts and souvenirs are popular too, especially our ‘Save the Sky Puppies’ merchandise – those are the bats that dwell in the caves.”

Selling more gift items is mainly based on customer interaction, Riley stated. “We interact with our customers a lot. We are a small shop, so we’re right here with them, and we talk to them quite a bit. We provide information about the park and about the items we have in the store.” As to display, he said the staff makes sure everything is well-stocked and then “We place what we carry pretty much where it fits in the store, because we are tight on space.”

The main purchaser of gift items depends on the season, according to Riley. “This time of year, its adults who are traveling. In the summer, we get large vacationing groups of families, and then the kids are buying too.”

Overall, the most popular gift items at cave and cavern stores include rocks and gemstones, particularly those that come with an experience that goes along with purchasing them, and merchandise that reflects the specific attraction location. ❖

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Selling Gifts at Variety and General Stores, and the Latest Decorative Signage Trends

Haley Murphy, manager at the Paint Bank General Store located in Paint Bank, Va., finds that any gift associated with the experiences offered in the area fly off the shelves.

Gifts embellished with the store’s logo sell first in their 2,500-square-feet of retail space. These logos are painted onto various souvenir-type items like coffee mugs, shot glasses, mamma and pappa bear water bottles, totes and backpacks. Items that remind shoppers of their experience in the area like glamping tent Christmas ornaments or magnets also go over well.

Older nostalgic items you can’t get elsewhere are also a hit. For instance, they sell a lot of old train whistles because there used to be a train depot in the area.

People come from a fair distance along a winding road to find them. They’re a one-hour drive from the closest town of Roanoke, Va. “People want to have something that’s significant to where they visited,” Murphy said.

In terms of new gifts at Paint Bank, they re-order gifts from tried-and-true lines like their Silver Forest jewelry line, which has been a top seller for the past eight years.

But first and foremost, what they look for are items that facilitate what people come to the area for: family fun away from the city. This includes puzzles handmade by a local artist (featuring the buffalo farm in the area) and Red Neck six packs, which contain two RC Cola and a Moon Pie.

“We wanted to gear all of what we do to make people feel like they’re cozy and comfy and having a good time with family,” Murphy said.

At the 16,000-square-foot Liberty & Vine Country store in Billings, Mont., having a good mix of price points and a fully stocked store has helped them grow, said Co-Owner Amy Pawlowski “We generate sales from the customer ‘who is just looking’ and ends up purchasing an impulse item or two and we also generate more sales from people who are looking for specific items and find our shelves fully stocked with choices,” Pawlowski said.

At Liberty & Vine, their Made in the USA products are currently their best-sellers, said Pawlowski. “We’ve had very little supply issues with USA manufactured goods and we’ve also learned our customers are seeking out more USA made goods,” said Pawlowski. “USA made goods are feel-good purchases!”

Continued on page 58

Manager Haley Murphy of the Paint Bank General Store in Paint Bank, Va. Items with the store’s logo as well as nostalgic merchandise sells well for the store.

ASD Gifts and General Merchandise Special Report

Selling Gifts at Variety (From page 56)

When it comes to stocking new gifts items that will sell, Pawlowski suggested talking to customers and spending time on social media to learn what’s trending and what people are looking for and why.

Dick’s 5 & 10 just celebrated their 60th anniversary in business. “We’re humble and grateful and give the Lord all the glory for richly blessing us all these years,” said Steve Hartley , co-owner of the 9,500-square-foot shop.

They always keep their counter fresh. “It’s ever changing with the latest trends,” Hartley said.

They also create themed statements throughout the store. For instance, in the spring and summer of this year, they’re changing their end caps into sunflower, lemons and bee statement, which they think will perform well.

“We work really hard at making complete statements of the merchandise,” said Donna Knulty , manager. “That way customers can come to any one of our counters and see an entire assortment, where they’re

Trends in Decorative Signs

At Liberty & Vine, Co-Owner Amy Pawlowski said they’re moving away from signs with phrases and towards more signs featuring landscapes.

And at Paint Bank General, they’re noticing that tin signs are trending.

going to pick up two or three items – Items they didn’t even know that they wanted.”

They attend markets and use what they learn there to compile merchandise from various vendors to make a full statement. If you’re only buying from one or two companies, your assortment is not very wide –the customer wants to see a wide variety of merchandise that needs to come from many different vendors, Knulty said.

They carry approximately 7,000 to 8,000 different SKUs from 75-80 vendors in their gift department alone. “We are selling statements in most cases,” said Hartley. “And when someone comes in, they are buying two, three and four of that statement.”

So, for example, Jurassic Park will be huge this year, so their dinosaur section will not only have toy dinosaurs. It will also have backpacks, socks and books. And furthermore, it will also have dinosaur themed merchandise that could be purchased for a grown man, including dinosaur themed tape dispensers and

Lastly, at the Ogle Brother’s General Store, signs mimicking the trail signs marking each hiking trail at the nearby Great Smoky Mountains National Park made locally and retailing for $159.99 sell well. Otherwise, signs at a low price point between $8.99 and

$14.99 have always sold quickly. It’s usually the simple signs that sell best, said Partner Chesleigh Gore. For instance: signs with one sentence like “Love you more” draw buyers. ❖

Soda pop on ice at the Paint Bank General Store. Shoppers come from a fair distance along a winding road to find the store and like to buy remembrances of their visit.

Mugs and coffee on a counter at the Paint Bank General Store. Coffee mugs sell well for the shop, according to the manager. Continued on page 60

ASD Gifts and General Merchandise Special Report

Selling Gifts at Variety (From page 58)

bookends, Hartley said.

At the end of each season, the team meets–even during December when the store is still busy – to talk about items they’ve had for several years that can be cut loose and current areas of opportunity.

That way, when they come to markets, they come armed knowing the amount of space they have to work with. Then, they can stock the best and newest–what customers have come to expect – in store. They work hard to make sure they don’t disappoint their customer, Hartley said.

Dicks merchandises 600 different vendors in 9,500-square-feet of space. “We’ll always have the newest and best and tried and true,” Hartley said.

Chesleigh Gore , a partner at the 8,000-square-foot store Ogle Brothers General Store in Sevierville, Tenn., said one of the best things you can do to sell gifts is organize your displays. She’ll use planograms and a drawing computer program to plan displays and strategize how they’ll replace merchandise on those displays. In a store the size of Ogle Brothers, it’s very important to keep on top of organization, Gore said.

Given the tourist area they’re in, the majority of the store is namedropped, Gore said. Resin bears, candles (made locally and name-dropped with their logo) and logo’d clothing are best-sellers, Gore said. Their inhouse made pottery is also a hit.

The key to adding new gift merchandise to your stock is testing the market first by buying a few SKUs in a product line and finding out what sells, Gore said. ❖

Name-dropped souvenirs at the Paint Bank General Store. The manager said gifts associated with the experiences offered in the area sell very well.

Trends in Getting Gift Sales Flourishing at Florists

Flower shop proprietors and operators want to give customers a range of options for every special occasion. Rather than limit their inventory to flowers and plants, many florists offer a selection of gifts to complement, or be sold in place of, a floral arrangement.

“Some people want a gift that will last longer than the flowers, or they want something that will remind them of the floral gift, or some people may be buying for a person with allergies,” said Kimberlee Grob , owner and lead designer at Locker’s Florist in West Allis, Wis. “Balloons, chocolates, and stuffed animals are all classic accompaniments for flowers for different occasions. Generally, we carry things that are natural. Since we’re

a flower shop, we try to keep it to things which are either easy to understand or common to send with flowers. Our best-selling gift items include some self-care items from a local woman-owned company. Lip balms, room sprays, and rosewater mists have been good sellers. Also packages for new moms. Plush is a good add-on, as well as things like chocolates.”

Gifts and snack bouquets make a great alternative for men, and recipients with allergies or other sensitivities. And a small business, florists welcome the opportunity to work with other artisans and gift vendors in their community. Brenna Tiller , manager of Strawberry Fields Flowers and Finds in Richmond, Va., said their unique operation has been a fixture in their neighborhood for years. “We really like to be involved with our community. The way our shop works—we have the gift section up front and the design table in the back. We’re out here making flowers and engaging with customers. We like to be part of the neighborhood and surrounded by pretty things,” she said.

The store sees a lot of foot traffic, with passersby and regulars stopping in for a chat or to browse their inventory. “It would feel like we were lost without the gift shop. Last year we were closed and just did the flowers and deliveries. It felt a little strange,” she admitted. “For our gifts, we like to focus more on local and regional artisans. We feature a lot of Richmond-based artists and those from the Atlantic region. We try to carry as many American-made gifts as possible. We have a lot of candles, pottery, cards, dog and cat gifts, baby gifts, children’s gifts. Also tea towels and bath salts. We’ll include the gifts in our flower arrangements, as well. We carry plants and succulents and have a potting station where customers can pot their own plants.” Sydney Hale Candles are one of the store’s top selling items: “We sell tons of them. People sometimes come in just for the candles. They donate a portion of their proceeds to a dog and cat rescue. We’re a dog-friendly shop so we love that

Strawberry Fields Flowers and Finds Designer Robin Corradino. Gifts can be included in flower orders at the shop.

ASD Gifts and General Merchandise

about them,” Tiller said.

Gifts have always been part of the equation at Swiss Flower and Gift in Wheat Ridge, Colo., according to Owner Heidi Haas-Sheard . Her parents started the business as a traditional flower shop over 50 years ago, and Haas-Sheard expanded the operation beyond flowers. She bought the building, whittled away at it, and brought in the gifts - “About 32 years ago, the gift selection here was pretty tacky—dried flower arrangements, gift baskets, your traditional gifts. I expanded and started bringing in some artwork, nicer vases, food products. You have to be careful, but also believe in what you’re selling and have a vision of how you’re going to incorporate it [the gift]. Stuffed or plush animals have to be able to attach to a fresh flower arrangement—it can’t be too big. You have to find things that make it easy for the person to say yes [to the gift]. The other important thing—you have to like what you sell,” Haas-Sheard explained. “We do well with Swedish cloths [a cross between a paper towel and dish cloth] and 3D puzzles. We sell some accessories like handbags. We don’t get into clothes much because it’s so hard

“We really like to be involved with our community. The way our shop works—we have the gift section up front and the design table in the back. We’re out here making flowers and engaging with customers. We like to be part of the neighborhood and surrounded by pretty things.”

to factor in sizes. We carry a lot of home décor—lamps, artwork, furniture pieces. The key is to be diversified.”

Other florists opt for more of a “niche” gift selection. Luv It Gift & Flower Shop in Lincoln, Neb., stocks “Christianbased gifts. Wall hangings, figurines. Terrariums are also one of our specialties,” said Tony Kohles , co-owner of Luv It with fiancé Thu Tran. “People do like to give a gift with the flowers. My fiancé is the florist and I like the Christian-based gifts, so when we opened [in May 2021], we wanted to have both. We’ll create a fruit basket for someone moving into a new house, or for men’s birthdays or other occasions we’ll create a snack basket or fruit basket.”

Customers may not realize a florist also sells gifts, especially if they are taking advantage of online ordering or contact-less delivery. Retailers say it’s important to make the gift selections visible and make customers aware of what’s available. “In general, we try to put the gifts into the mix so people are reminded we carry these items. When we’re working with someone, the gift is usually an add-on. We know the occasion, so we can make a good recommendation for a

Continued on page 64

A display of planters and plants at Strawberry Fields Flowers and Finds. The store sees a lot of foot traffic, with passersby and regulars stopping by to chat and browse, the manager said.

Designer Olivia Spear of Strawberry Fields Flowers and Finds. The shop has a gift section up front and a design table in the back, so employees are out making flowers and engaging with customers.

- Brenna Tiller, Strawberry Fields Flowers and Finds, Richmond, Va.

ASD Gifts and General Merchandise Special Report

Trends in Getting Gift Sales (From page 63)

gift. We don’t have too many items that would exceed the cost of the flowers. Most of the add-on items are a way to increase the sale and the enjoyment of the gift for the recipient,” Grob explained. “As a smaller retailer trying to carry things the larger retailers don’t have—we try to stock gifts that are local, different, and from smaller companies so we’re offering people things they wouldn’t get somewhere else.”

Florists utilize different methods to encourage adding a gift. “If someone is ordering a flower arrangement or plant, we will ask if they want to order something from the gift shop,” Tiller said. “We also have an ‘add on gift’ option online. We have gift sets, which are a fun way to add a gift on. We’ll do a theme, like a journal and a mug.” Tiller said when it comes to customer service, the team at Strawberry Fields strives to be visible and available, but not pushy. “We really like to treat everyone like they’re special. Many of our customers are repeat customers. If someone comes in for flowers, they may not know what to do. We offer help and let them know we’re here. But we try to let people be—there’s a lot to take in. We’ll be here designing, but available if people have questions.” Grob said exceeding customers’ expectations is her best customer service tip: “It sounds so cliché, but I would say under-promise and over-deliver. Setting realistic expectations, then providing above and beyond that makes for a great customer experience.” Kohles said customer satisfaction is their primary goal: “We’ll go out of our way to make a delivery. My fiancé gives tips on how to care for certain plants so the customer understands what they need to do. Just providing friendly, Christian-based customer service [works].”

Haas-Sheard said communicating with the customer is key to making a sale. “The most important thing is to listen to what the customer is looking for and educate them as to what their options are rather than strictly ‘upselling.’ Give them options so they don’t feel they are being upsold. For instance, if someone is coming in and celebrating someone’s birthday, ask them if they need a card, or would the recipient enjoy some gourmet cupcakes? And have the products placed so the customer can see them. Have things visible to make the suggestion. Ask people what they like. If they’re looking for a gift but don’t necessarily want flowers, ask them what they like. Then ask them what their budget is.”

She added it’s all about thinking creatively and finding ways for gifts and flowers to work together as much as possible: “Look at pieces that would work well with flowers. For instance—a travel mug. They have a useful gift afterwards, and you are still selling the flowers. It’s a slow process because if people don’t know you have gifts, it will take time for people to build that knowledge in your community. Try to break that stigma. Word of mouth works great—hold an after-hours shopping spree to educate the community about what you do and what you have available. Hold classes to educate people. Continually add things you think are good and are at good price points. Add to your collection.” ❖

Gift items and a potting station was created out of an old sink at Strawberry Fields Flowers and Finds. Customers can select a plant and planter and use the potting station to pot it themselves (or store staff will plant it.)

Strawberry Fields Flowers and Finds of Richmond, Va., Manager Brenna Tiller. The store prides itself in being involved in the community, she said.

Brands Experience a Positive Winter 2022 Atlanta Market

Atlanta Market exhibitors reported record sales at the close of the winter 2022 edition, in early January, at AmericasMart Atlanta.

“Buyers meant business in Atlanta this week – they came ready to source with the confidence that Atlanta Market would deliver the must-have product needed for the new year,” said International Market Centers (IMC) CEO Bob Maricich. “Based on the reports of record-breaking sales and growth in order size, it appears that buyers found what they were looking for – and more!”

Market attendance at the Winter 2022 edition outpaced Winter 2021 by nearly 70%, despite wintery weather conditions and lingering pandemicrelated issues. As industry recovery continued in Atlanta, all market verti-

cals – Gift, Home and Apparel – recorded growth, with especially strong attendance in Gift. Ultimately, buyers attended from all 50 states and 39 countries.

“People were here and ready for business,” said Yvette Shipley of embroidery, invitation and customization shop Ibettink in San Antonio, Texas. “We were looking to do business with new vendors and lines and Atlanta Market always has the ‘new.’ ”

“We’re back from Atlanta Market where the key word of the weekend was ‘energized’,” said designer Andrea Wilson of Wilhouse Designs in Hunstville, Ala. “Market is a not only a chance to source unique pieces for our clients and gain inspiration for upcoming projects, but it also provides a beautiful opportunity to recharge

those creative juices and breathe new life into our entire design process.”

Meg Veno, creative director and founder of Life’s Patina Co, a mercantile, café and historic farm venue in Chester Springs, Pa., shared “We’re heading home with our hearts full of inspiration and our order sheets full of orders…As a team, we always look forward to this “girl’s trip” (of sorts) and it never disappoints. We finally get to meet amazing vendors we follow on Instagram or have seen in magazines in person, discover totally new vendors who make incredible products and hear their unique stories, soak in all the inspiration around trends, vignettes and displays … our hearts are full to have been able to experience Atlanta again after a year’s hiatus.” ❖

Trends in Inspired Sales Jewelry at Inspirational Stores

By Sara Karnish

Jewelry serves many purposes. It adds the perfect finishing touch to an outfit. It’s a form of self-expression. And as metaphysical/inspirational retailers explain, quite often it’s meaningful to the wearer.

Jewelry has always held special significance. Sandra Crigger, owner of Mystic Moon Metaphysical in Massillon, Ohio, said jewelry has been a symbol of power for centuries. “Whether you were a pharaoh in ancient Egypt or a Mom Boss in 2020, it’s a way to say, ‘I’m here and I’ve got this,’ ” she said. “Even in the Middle Ages, Christian priests always had an elaborate cross to show how well they were doing in their parish.” She added, “Surprisingly, pendulums and triple protection bracelets are selling really well. The triple protection bracelet beadwork is a combination of black obsidian, hematite, and tiger’s eye. It’s meant

to repel negativity. With the pendulum necklace, it’s a good way to get a quick ‘yes or no’ answer—‘Should I take the promotion?’, ‘Should I take this job?’ You can consult the pendulum. They’re so popular because people are, in a nutshell, trying to be their best selves as far as the triple protection bracelet. The pendulum comes in handy with not only the stone for what you are trying to achieve, but for the comfort of knowing which way to go. Instead of hoping you made the right decision, ask the pendulum what you should do. It’s a conduit to your universal powers. Sometimes you have to ask the universe for a little bit of extra aid.”

Bree Crane , owner of Bree’s Way Gift Shop in Eugene, Ore., said jewelry is so popular in the inspirational and metaphysical space because “People can wear the energy of that stone, rather than carry the stone in their pocket and try to find a way to carry it [the energy] with them. Jewelry is something people can put on quickly and have that energy with them. And it’s pretty and looks good!” Her bestsellers are gemstone pendants and gemstone sterling silver rings. “I just have a whole showcase of rings in a glass display case. Each tray holds 72 rings. I think we have five shelves of them. Probably 17-18 trays of 72 rings. We also have a wall of $10-$18 pendants which is about 16 feet by 4 feet. I also carry sterling silver pendants but they’re not that big of a

Continued on page 72

Don Lea, owner of Dancing Moon Books and Gifts in Raleigh, N.C., photographed with a jewelry display. People connect with jewelry to express themselves, Lea said.

Jewelry Trends in Inspired Sales (From page 68)

seller. People will spend more on the ring rather than the pendant. That might just be my demographic. My store is in a college town - students will drop $60-$80 on a ring but not a pendant,” she explained.

Purchasing jewelry can be a deeply personal decision, and when the buyer finds just the right piece, they want to show it off. “People connect with it,” said Don Lea , owner of Dancing Moon Books and Gifts in Raleigh, N.C. “I truly love how more and more people are expressing themselves more openly in a lot of ways. With the jewelry, they can put something forward that’s their own. It’s a conversation piece—I’m noticing how many more introverts are wearing jewelry that stands out. It helps them come out of their shell.” Nanci Hummer , owner of The Loving Piece in Easton, Pa., always has a customer hold the piece of jewelry they are interested in. “If it’s more of an energetic piece, I tell the customer, ‘Hold it, try it on. See how it feels energetically for you,’” she explained. “Because it is an expression of oneself, it’s so important to connect with it on mental, spiritual, and emotional levels. A person really needs to be drawn to it. My top sellers are energy beads—different crystals, lapis, rose quartz. That seems to be what everyone is coming in for. Different stones have different types of energy— black tourmaline for protection, rose quartz for love, et cetera.”

According to retailers, customers are looking for stones with positive energy and strong protective elements, likely the result of the anxiety and uncertainty of the last two years. “A lot of people will be going for

“Whether you were a pharaoh in ancient Egypt or a Mom Boss in 2020, it’s a way to say, ‘I’m here and I’ve got this.’ Even in the Middle Ages, Christian priests always had an elaborate cross to show how well they were doing in their parish.”

erything cycles back if you hold onto it long enough,” she said. “The initial mood rings weren’t as good as the ones out now. They actually work.” Crane said there is still strong interest in moldovite—“it came from a meteor hitting Czechoslovakia. There’s only so much of it. Now there are lots of fakes out there—it’s hard to find genuine. Customers like to be able to come into the store and see the real thing. We sell it by the gram. Little pieces are $75. Some of the pendants are over $200. A lot of people will come in and buy a little piece, then buy a little ‘cage’ you can put the stones in and hang it from a necklace,” she explained.

the abundance stone, pyrite, citrine. People are trying to recuperate from the insanity of the pandemic. Labradorite and amethyst for grounding energy. People are trying to clear out the mental clutter,” Crigger said. Hummer said mood rings are one trend that has made a comeback in the last six to eight months. “Ev-

Like all retail, merchandising is important for catching customers’ attention. Inspirational/metaphysical retailers say educating the customer about stones and their various properties is perhaps even more essential than making it look attractive. “We had an issue where we ran out of space on our wall where we display the beaded bracelets with little cards showing their properties. We put them on a long tube where they were sideways. It was a big hassle to display them. We reorganized them where they were more visible and people could see their properties, and they sold much better,”

- Sandra Crigger, Mystic Moon Metaphysical, Massillon, Ohio

Co-Manager Yvonne Landrum of Dancing Moon Books and Gifts, photographed with a jewelry display. The store is beginning its 32nd year.

Crane said. “If the person sees [a label saying explaining] ‘relieves stress’ or ‘sleep aid’—have everything front facing and labeled with the properties, that makes it much easier for people to find. It makes it easier for me, too.” A little bit of fearlessness can go a long way, according to Crigger. “Display is key. Don’t make it too cluttered, but don’t have it bare. You want to have something so unique people will stop and say, ‘Wait, what?’ Don’t be afraid to step out of your comfort zone. Try new things—even if you think it’s totally insane, someone out there will go for it. [For displays] don’t be afraid of being unique. I do have some traditional display racks, but most of the things that move well have been [displayed] on my more unique pieces.”

“People can wear the energy of that stone, rather than carry the stone in their pocket and try to find a way to carry it [the energy] with them. Jewelry is something people can put on quickly and have that energy with them. And it’s pretty and looks good!”

- Bree Crane, Bree’s Way Gift Shop, Eugene, Ore.

Hummer likes to use repurposed items like furniture to display merchandise. “I never studied merchandising—it has always truly come naturally to me. If I’m driving down a road and see an old ladder, I think, ‘I can work with that.’ My jewelry is displayed on an old ladder. When people walk in here, they don’t get a ‘cold’ feeling with silver metal display racks. There’s a warm feeling—there’s a lot of wood in here. There’s wooden shelves, a lot of things hanging from the ceiling,” she said. “When they walk in, the marketing is the experience. They want to take home what they feel. They want to take home how that looks. The jewelry is towards the front of the store. When people don’t feel compelled to ask to see something, they shop more. They’ll take their time, look at the ladder, look at the different merchandise. Sometimes it seems like they rush through it or don’t want to ask—they do anyway.” ❖

Sales Trends at Hospital Shops

While other areas of retail rebounded in 2021, hospital gift shops faced ongoing challenges due to the COVID-19 pandemic.

At many hospitals, visitors have been restricted, which has led to declining gift shop business from patients, friends and family members. After a decade in which hospital stores became community retail hubs, this sharp contraction has led many gift shops to return to basics — and to focus on employee business, rather than traditional patient gifts.

“Everything this year due to COVID is more practical,” observed Roz Tuerk , manager and buyer at the Grand View Hospital gift shop in Sellersville, Pa. “Right now, there aren’t really any outside customers. We have a protocol where it’s one visitor per patient per hour, so not many people are browsing.” In contrast, hospital employees are often working longer shifts than before the pandemic, making on-site shopping even more convenient.

Before the pandemic, the 1,200-squarefoot store sold a variety of fashion and accessories, from handbags to jewelry and scarves. Now the best-selling apparel is scrubs with the Grand View logo. Tuerk estimated last year’s revenue to be approximately one-third of the pre-COVID annual sales of $275,000.

Even once the crisis subsides, Tuerk isn’t sure the store will return to its former merchandise mix — a blend of impulse fashion and novelty gifts that appealed to the older clientele. “With all the turnover, we’re starting to hire much younger people, millennials,” Tuerk reflected. “And this younger generation isn’t into tchotchkes. I’m thinking I’ll need to do more tie-ins with wellness.”

At Paoli Hospital in Paoli, Pa, “the bottom line is that there just aren’t many people here visiting,” observed Gwynne Gillette , chief operating officer of Cloverkey, a Texas startup that manages the gift shops at Paoli and 12 other United States hospitals. Rev-

enue is down an estimated 50 percent from projections at Paoli’s 1,800-square-foot gift shop, which was closed for more than a year and reopened last June under Cloverkey management.

Nonetheless, Paoli “does great with gloves and hats, and also designer compression socks,” Gillette noted. Apparel “is in our top five categories” across all 13 hospitals Cloverkey manages, with fashion overall in top place. Accessories like earrings, decorative badge wheels, scarves, robes and slippers sell well to the Paoli Hospital employees who now constitute

An overview of the store at Texas Health Huguley Hospital gift shop with Store Manager Jamie Salinas behind the counter.

most shoppers. Non-employee customers are likely to be those whose chronic conditions require multiple visits to departments like oncology, which is adjacent to the gift shop.

But at the busy labor and delivery unit, expectant fathers are typically the only visitors allowed, depriving the gift shop of typical sales opportunities. “Without family visitors, nobody’s buying the ‘Proud Grandpa’ hats, or toys and gifts to placate the kids tagging along,” Gillette reflected. “Those whole categories are gone. Gifts in general are down.”

It is a very different picture at Boston Children’s Hospital, whose gift shop has also managed by Cloverkey since mid-2021. Since pediatric patients are permitted more visitors than adults, revenue has held steady at the 1,000-square-foot gift shop; Gillette expects 2021 sales to reach $750,000, roughly what the prior operator reported for 2019.

For both hospital employees and visitors, apparel bearing the Boston Children’s logo is a bestseller. “A lot of hospitals are really working hard to strengthen their brand image and pride in being part of larger systems, and logo apparel is a way to

do that,” Gillette noted. Hoodie sweatshirts and tie dye styles appeal to children, while fleece and lightweight performance jackets are favorites of staff, who are subject to dress codes.

In Lubbock, Texas, lenient visitation policies have kept sales strong at the three Lori’s Gifts concessions Carol Burrows manages at Covenant Health, Covenant Children’s Hospital, and the UMC Health System. “We’ve been very fortunate; sales are good,” Burrows reported. At the hospitals where her shops are located, patients are allowed two visitors — as opposed to only one at many East Coast facilities. “We do have a captive audience,” Burrows pointed out. “People are tired, they don’t want to have to go somewhere else to shop. This is a safe place.”

For both employees and hospital visitors, fashion

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A display of apparel and accessories at Paoli Hospital in Paoli, Pa. Because of pandemic visitor limits, more shoppers are employees, and gloves, hats and designer compression socks sell well.

“A lot of hospitals are really working hard to strengthen their brand image and pride in being part of larger systems, and logo apparel is a way to do that.”

– Gwynne Gillette, Cloverkey, Carrollton, Texas

Gift Shop Manager Veronica Franco, a person dressed as Santa Claus, and Cloverkey COO Gwynne Gillette, photographed at a gift store at the Hospitals of Providence, Memorial Campus, El Paso Texas. The store is managed by Cloverkey.

Apparel

Sales Trends at Hospital (From page 75)

is a popular category in Lubbock. Sweaters, tunics and leggings are all popular at UMC Health: Burrows said Texas shoppers prefer casual over dressy attire, especially during the pandemic. To accessorize, handbags and jewelry have been top sellers, and sales of these items jumped during holiday promotions at Covenant hospitals.

With few nearby retailers, Burrows said Lori’s hospital shops have a loyal repeat clientele. “Our hospital employees will come in to see what’s new,” she said.

At the Lubbock Lori’s locations, which range from 1,000 to 1,400 square feet, Burrows keeps sales strong by cultivating personal relationships. “Selling is knowing your clientele,” Burrows advised. “Giving them a call when you get something you think they’d like. Or when they pop in, show them what’s new.”

In the Northeast, pandemic demands are suppressing hospital sales for yet another winter. Revenue is down by more than three-quarters at Community Medical Center’s gift shop in Tom’s River, N.J., where pre-pandemic sales had topped $500,000 annually.

But Irene Burns , who has managed the gift shop for 30 years, is hoping for a recovery later in 2021. “We had a huge outside following,” recalled Burns at the 825-square-foot store. With 20 sales representatives and an average of 25 volunteers, “our sales were incredible. We could try a little of this, a little of that. People would whisper, ‘I got it at the hospital gift shop!’”

A view of the sales floor at the Houston Methodist Baytown Hospital gift shop. The hospital is among 13 with gift stores managed by the Texas startup Cloverkey.

An expansive selection of merchandise, including Boston Children’s Hospital logo goods, at Boston Children’s Hospital in Boston, Mass. Managed by Cloverkey since mid-2021, revenue has held steady at the 1,000-square-foot gift store, and logo apparel is best-selling.

Apparel, jewelry and gifts on display at Medical City Arlington in Arlington, Texas. The pandemic and visitor restrictions at medical facilities has meant changes for hospital retail.

Under heavy COVID restrictions, the new administration put a freeze on new inventory. But last fall, Burns got the green light for new orders, shifting back to basics and working with just two volunteers. Her mostly in-house clientele is currently hospital workers shopping for children, birthdays and other occasions.

This winter, Burns’ best-selling apparel category is warm layers — wraps, shawls, ponchos and throws. “People get cold upstairs,” the manager noted. “Patients will come down asking, ‘Do you have something my wife can wear, she’s freezing.’”

Huge sales of scarves, dresses and fashion tops are, for now, a thing of the past. Still, the Demdaco line of apparel, gifts, décor and novelty housewares continues to sell well, and tote bags are a perennial favorite. “They’ve got a wide variety of merchandise — baby, plush, everyday fashion,” Burns said. “People wonder why there isn’t more new stuff, but I’ve narrowed it down to what works for now.” ❖

A gift store at The Hospitals of Providence, East Campus, in El Paso, Texas. Fashion merchandise is at the top of bestsellers at the stores managed by Texas company Cloverkey.

A Great Idea for Sales Apparel at Public Lands Partner Stores

Public lands partner stores support national and state parks and regions, in part by offering merchandise for sale that supports the goals of the public lands associations themselves. These goals are often to preserve and protect an area, while providing information about nature or culture. Included in that merchandise is often a robust mix of apparel items, but for some locations, the idea of selling apparel is a new one.

At the Western National Parks Association National Parks Store in Oro Valley, Ariz., Assistant Manager Bill Niehaus said the store’s top-selling apparel items include T-shirts, kids’ clothing, and ballpark hats.

According to Niehaus, “Our T-shirts themed with images of the Saguaro National Park in Tucson and ballpark hats with local animals on them are very popular. Another good seller for us are junior ranger items, merchandise like ranger vests and hats for kids, those are all very popular.” The latter items appeal to children’s imagination, while the T-shirts “are basically wearable souvenirs,” he said. While the store offers shirts that simply say “Tucson” he related that the best-selling T-shirts all have national park images on them. “They are the top choice for visitors because they have images of nature on them that people want to keep.”

“Our T-shirts themed with images of the Saguaro National Park in Tucson and ballpark hats with local animals on them are very popular. Another good seller for us are junior ranger items, merchandise like ranger vests and hats for kids, those are all very popular.”

To sell more apparel items, the store primarily groups its apparel together. “We have all our T-shirts on one spinner rack or cubbies; but we do have some displayed on mannequin forms with books and other items that are cross merchandized throughout the

store.” He noted that the association also has an online store which has a strong social media presence which also promotes the apparel items.

Cathy Baldau , executive director for the Harper’s Ferry Park Association in Harper’s Ferry, W.V., described the store’s top seller as “Our John Brown T-shirt, due to its specificity to our location. They make an excellent souvenir. We also do well with retro ranger shirts. We’ve had a company do retro park artwork which we’ve sold on cups, mugs, and stickers for some time, and those have always sold very well, but they didn’t do apparel. So, we partnered with another company to get that design on a T-shirt, and it sells like crazy.” That vintage look has a strong appeal to

- Bill Niehaus, Western National Parks Association National Parks Store, Oro Valley, Ariz.

visitors, she added.

Besides T-shirts, the store does well with other apparel items such as hats, hoodies, and sweatshirts, but “T-shirts are by far our top-seller. Second would be our hats, with just our logo on them. People purchase those for some comfortable shade, as well the location named on them.” An additional strong seller for the shop is children’s apparel, Baldau said. Just as at the National Parks Store in Arizona, junior ranger vests and hats are popular at the Harper’s Ferry store. “They tie in with the park service’s junior ranger activity book which many children enjoy. And the kids can also be sworn in as a junior park ranger by a real park ranger, so the attire is just another part of that.”

Back in Arizona, at the Grand Canyon Conservancy in Grand Canyon Village, Warehouse and Retail Assistant Rina Huseyin has worked both for the Conservancy’s online store and at the in-person retail stores, which the conservancy has five of at Grand Canyon National Park.

She described two top sellers that are standouts among many different apparel items. “We have a unique, navy blue short-sleeved T-shirt that says ‘All About the Layers’ on it. It provides information about the canyon and has an appealing design. That is the

shirt that we always run out of. Another big seller reads ‘Ornate Destinations’ on an eggplant-colored background. They are both original in design and reference the canyon itself which makes them great to take home.” The colors appeal to guests, too.

The Conservancy’s in-person stores rely on displays to sell apparel, but how they do that “depends on each store’s individual manager,” she attested. “We do both cross-merchandising and separate displays by category.” Online, display is also important, and is accomplished through the use of attractive apparel images.

In Volcano, Hawaii at the Hawaii Pacific Parks Association, Al Galiza , retail operations manager related that “Our best-seller has to be our zip-up hoodie. The elevation here at the National Park is over 4,000 feet and it’s cooler than people who visit the islands might

Continued on page 80

A Great Idea (From page 79)

expect. So, when they come here, they want something warm. It is our number one seller for just that reason, it keeps visitors warm.”

According to Galiza, “In the T-shirt category we have a green short-sleeved shirt that is very popular. The shirt depicts Pele, the Hawaiian goddess of volcanoes. We are very big on Hawaiian culture in in the items we offer. On the back of that shirt, surrounded by native blooming flowers, there’s a cultural depiction of the National Park rather than a typical geological image of the volcano. It is really key for us to incorporate representations of Hawaiian culture into our merchandise.”

““Our best-seller has to be our zip-up hoodie. The elevation here at the National Park is over 4,000 feet and it’s cooler than people who visit the islands might expect. So, when they come here, they want something warm. It is our number one seller for just that reason, it keeps visitors warm.”

- Al Galiza, Hawaii Pacific Parks Association, Volcano, Hawaii

Boosting apparel sales is based on displays and placement of displays in the association’s store, Galiza said. “We have apparel where the visitor can see it as soon as they enter the store. That will make an impression, and they will remember it, and come back for it if they are doing something else. We also promote our apparel on our webstore.”

In Anchorage, Alaska, at the Anchorage Park Foundation, Community Engagement Director Diana Rhoades has just added apparel items to her retail mix. Rhoades said, “We just ordered T-shirts for the first

Are Socks Still Hot Sellers?

At public land stores that sell socks – are they still hot sellers? The answer depends upon the location and if socks are sold at these stores in the first place.

At the Western National Parks Association National Parks Store in Oro Valley, Ariz., Assistant Manager Bill Niehaus said “Socks we do sell well for us. Among the most popular ones are those with cactus on them, or quail on them. I also have socks with a western Navajo blanket pattern on them, and they do well for us too.” The appeal is due to the patterns, which reference the local area; they also make a comfortable and practical gift or souvenir.

Cathy Baldau, executive

time, but we don’t have a separate retail space. The shirt is what we call a Moose-Loop design that shows that our trails are connected together in a mooseshaped loop. We will be selling them at events at promotional booths.” Until now, the foundation has only sold maps of the parks and trails that are available for order by making a donation.

Many association stores sell everything from stickers and magnets to apparel items such as T-shirts, hats, and hoodies. Overall, the strongest sellers appear to be T-shirts, specifically those that are unique to the location and represent a fresh image or informational approach, rather than just a standard logo or a more commercial image. Often those depictions are rooted in an area’s culture or reference history of a location or an environmental feature. ❖

the sales rep talked us into flag themed socks, telling us they’d sell like hotcakes.” But the patriotic themed footwear wasn’t as big a hit as anticipated. “Well, we sold only one until July, and then we finally sold them all. I don’t think they’re that large a seller for us overall, but we might get some again just in July for the 4th, or we might get again closer to America’s 250th celebration.”

director for the Harper’s Ferry Park Association in Harper’s Ferry, West Va., described her store’s experience with socks. “We used to sell socks last year,

Back in Arizona at the Grand Canyon Conservancy in Grand Canyon Village, Warehouse and Retail Assistant Rina Huseyin said socks do well. “I would call them a strong seller for us in many different patterns.” Price point and packability are part of the appeal. ❖

Licensed Home Décor Merchandise at Sports Fan Stores

By Sara Karnish

Sports fans show their team loyalty at every opportunity. From apparel to items like decals and bumper stickers, to home décor, walk into the home of a sports superfan and there is no question where their devotion lies. Sports fan store retailers carry a variety of merchandise so fans can outfit a favorite room with team logos and colors. “Our top selling items are wooden signs, wall art, lamps, and flags,” said Lynn Berry, owner/operator/president of Picture This/OSU Sports Fans in Chillicothe, Ohio. “People are always decorating their fan cave, basement, or bedroom so we offer a large variety of distressed signs made out of barrels, wood, metal, and more. Flags are always a great seller—from 8-foot to garden and car flags, people like to show their [team] support everywhere they go.”

Mike Collins , customer service lead at Fastbreak Sports in St. Louis, Mo., said they have seen a tremendous surge in “fan sign” sales over the last year and a half. “Right now, a lot of the wooden signs are our big seller. Our closest team is the Chiefs, so signs that say ‘Kansas City Chiefs HQ’ or ‘Chiefs Kingdom’ sell well. This year was really big for decorating basements and fan caves with everybody staying home and re-doing their houses. We’ve had a lot of sales for signs specifying fan caves and teamoriented fans only,” he explained.

Besides signs and flags, Troy Scoma , president of Cactus Sports in Tempe, Ariz., said their best-sellers are “mini helmets, throws, magnets, clocks, and barware.” This gives fans plenty of opportunities to incorporate their team loyalty throughout their homes. Mary Lou Pallo , merchandise manager for the South Bend Cubs minor league baseball team in South Bend, Ind., said, “Glassware is our top home décor item. [It has a] median price point; [it’s a] good item for people who collect items from places they visit. [It’s a] good gift item. Coffee mugs are number one, followed by pint and shot glasses. We also do good business in ‘man cave’ signs—bar signs, wall décor, et cetera.”

When it comes to merchandising home décor, retailers agree visibility is key. It is espe-

A person posing with related merchandise at the South Bend Cubs store. Merchandise presentation is key to sales success, the merchandise manager said.

Home Décor

cially important to make the non-apparel items stand out so customers see all other product options. “Presentation is key,” Pallo explained. “If you can create a shop showcasing items as to how they may look in the home, and mixing items, you will sell more. We have a man cave display, a kitchen display, a bar/glassware display. They all have their own little shops within the main novelty area.” Creating a display of newlyarrived or trending items can also work well. Collins said, “Some tips we’ve relied on are to prominently display the things that utilize the team logo very well—something that kind of stood out. Items with a pub feel or bar feel did well. We’ve also got a lot of little signs with the wood grain barrel look. Anything that resembled a rustic pub or tavern moved really well for us.” Scoma suggested merchandising throughout the store to further increase visibility—“Just one area really limits exposure,” he added. Berry promotes sales by building on customers’ team spirit when they walk in the door: “I enjoy creating an experience when you walk in, with Buckeye music piping inside and out for fanatics to get in the mood for Gameday. We place our oversized chair on the sidewalk and fly our flags to attract the people driving by,” she said.

Sports fans are always happy to add the latest “must have” item to their memorabilia and décor collections. Among the newest items Pallo carried this season were “novelties targeting the ladies—kitchen towels, potholders, candles, makeup bags, tapestry throws. Sales were strong. Once our main fan base sees them, they will do well,” she said. Scoma said the newest items in their 1,500-square-foot store are “newly-released helmets. Fans collect them and always want to keep adding to their collections. Sales are steady in these areas, but they can be super impactful, especially if ASU releases a game worn helmet to be available for retail, which they don’t always do.” Collins said their newest items—ticket rugs measuring approximately 30 inches wide and 72 inches long—saw strong sales. “They’re nice long rugs, and they did really well for us. We have about 20 different teams between the NFL and MLB. We offer ordering for all 32 NFL teams based on customer request,” he added. Berry is excited to add welcome signs/mats and outdoor garden art to the inventory in Picture This/OSU Sports Fans’

2,300-square-foot space this year. “From statues, to inflatables, benches, and steppingstones, Buckeye fans love to decorate outside as much as inside, especially on Game Day!” she explained.

Retailers have a few predictions for this year’s trends in the licensed home décor category. “Since people have been staying at home more, clocks, games, cards, and puzzles will keep trending,” Berry said. “We like to offer something for every age. The oversized Connect Four and Hook ‘n Ring games are perfect activities for friends and family.” Collins said he expects most of 2021’s trends to continue into the new year: “The

home décor has stayed pretty steady. Everyone likes to decorate their fan zone space—they keep to the colors of the team, or the logos. That usually stays pretty true. Most of the changes that come through—maybe a different color scheme on a plaque. Trends usually stay pretty consistent [in home décor]. This year was maybe the first time we saw the shift to the old wood-grain from the neon signs.” Pallo said, “Travel tumblers are huge right now. Yeti or Hydro-flask styles will be the Number One seller if you can find a good price point.” Scoma said he and other retailers are “at the mercy of our vendors coming out with fresh new looks.” He predicted, “The hottest item is a newlyreleased mini- or full-sized helmet the football team has never sold before at retail.”

Clean, organized displays are most effective when it Continued on page 84

Logo Cubs candles at the South Bend Cubs store. The merchandise manager said creating small shops within the store, such as a man cave shop, a kitchen display, and a bar/glassware display, can encourage sales.

comes to arranging any type of merchandise. Collins said they group merchandise by teams in their 4,000-square-foot store to keep displays organized and easy for customers to navigate. Scoma said merchandising means “everything”—he and his team give customers the opportunity to find items in different parts of the store so nothing gets missed. “When you walk into our store, it can be overwhelming to the eyes. There is a lot to take in, and so many options, which is why we have items displayed in several areas of the store. Items are easy to miss, so we like to give [customers] the opportunity to see items in different areas, especially if we have excess stock of an item, or something is not moving. We constantly shake things up every week. It also helps the store to look fresh for repeat guests.” ‘Shaking things up’ and moving inventory regularly is one of Pallo’s merchandising philosophies. “When guests look at merchandise, it needs to speak to them. It needs to tell them a story. It needs to make sense. We change our displays at least twice a month. Not new merchandise, just new placement. I cannot tell you how many times someone will come in and ask if something is new simply because I moved it

NEWS BRIEFS

from one display to another. We have locations guests target in our store. Doesn’t matter what I put there; they buy it. I use that space for new items and mix a slow seller in to get it more exposure. [It] works every time,” she said.

Whether barware or signage, sports retailers carry variety of merchandise that allow fans to show their team spirit in every room of their home. ❖

2022 Noted@*Noted Awards Open for Entries

The Greeting Card Association’s (GCA) Noted@*Noted Product Awards is open for entries. The fourth edition of this highly competitive design competition highlights the most outstanding new card releases of the year. And unlike the previous two editions of the awards, those for 2022 will be announced and celebrated live and in person at *Noted: The Greeting Card Expo on April 28-29 in San Francisco’s vibrant Fort Mason Center for Arts & Culture.

*Noted is the only United States event created by the greeting card industry, for the greeting card industry. This year’s *Noted will be co-located with SF NOW, offering brands, makers, and artisans an all-in-one tactile boutique setting to meet buyers, celebrate creativity, and tell their stories.

All greeting cards entered into the Noted@*Noted

Awards must have been released after January 1, 2022, making the competition the first chance of the year to celebrate the freshest greeting cards. Maker eligibility, categories, and entry requirements are updated annually to reflect industry trends.

“We are excited to bring *Noted back in person in 2022, and to co-locate with Emerald X as they launch SF NOW,” said Nora Weiser, GCA Executive Director. “Noted@*Noted recognizes makers for their creativity, and gives buyers a chance to see the newest designs and trends in greeting cards.

The deadline for Noted@*Noted submissions is March 11, 2022. For information on entering, please email Sarah Schwartz at Sarah@thepapernerd.com.

A view of the sales floor at the South Bend Cubs store in South Bend, Ind. Glassware is the top selling home décor item for the store.

Sweet Treats for Trying Times Gourmet Gifts at Candy Stores

By June Allan Corrigan

Gourmet chocolates number among the top gift selections at Maureen’s Sweet Shoppe in Longmeadow, Mass. Customers clamor for all kinds of chocolate covered toffees, creams, truffles and even dipped Oreos, most of which are made right on the premises. “Especially in times like these, people like to go to comfort foods and chocolate is probably one of the number one comfort foods out there,” said store Owner Maureen

Basile

.

In business since 2009, Maureen’s Sweet Shoppe has added a lot to its product line over the years. Recently, the 1,200-square-foot store has been experimenting with new twists on truffles and spins on the salted caramel trend. “We just take what we have and build on it,” said Basile. For instance, instead of traditional truffles which are chocolate-encased, staff layers thick and incredibly decadent ganache into a mold along with a featured flavor. “At Christmas, we did a peppermint bark version of a truffle. It was so popular we barely kept up with demand. Right now, we have a layered peanut butter truffle that’s like a peanut butter cup without the shell.”

Suggestions from customers and taste trends influence the experimentation that goes on in Maureen’s Sweet Shoppe’s kitchen. They already featured a caramel coated Oreo for example but thought to try a salted caramel version. It’s been a big hit. Shoppers favor the products made in-house versus something brought in, Basile noted. It’s a continuing theme of the pandemic that she welcomes. Currently, the store is working on developing some Keto-friendly treats.

“It’s not as easy as it may seem but many people are so sugar-conscious now, we’re trying to come up with alternatives to keep them as customers,” Basile concluded.

At The Chocolate Lady in Mesilla, N.M., the top selling gourmet gifts tend to revolve around the

same group of confections. “We call them the three T’s – turtles, toffee and truffles,” said Owner Linda Ramirez Jackson . Ninety-five percent of their product

Maureen Basile, owner of Maureen’s Sweet Shoppe in Longmeadow, Mass. Suggestions from customers and taste trends influence experimentation in the store’s kitchen.

is made in-house in small batches so it’s guaranteed fresh and always beautifully packaged. During February for Valentine’s Day, the cozy retail space is known for its chocolate-dipped strawberries. “We make them fresh every morning and we take pre-orders.”

Jackson bought the business in 1999 from the previous owner who had run it for 13 years. She renamed it The Chocolate Lady. The establishment just marked its 35th anniversary, making it one of the oldest on the historic Old Mesilla Plaza. After 22 years, Jackson knows the peak periods for selling chocolate – and summer isn’t one of them. “So, we came up with the idea of chocolate-dipped bananas, chocolate-dipped cheesecake, frozen chocolate-dipped strawberries to get us through the hot months. It works!” Homemade ice cream even appears on occasion, especially during strawberry season.

The Chocolate Lady is flirting with the idea of making bark with chilis. “We get requests for jalapenos dipped in chocolate, bacon too. But I keep telling people these

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Valentine’s Day gifts at The Chocolate Lady. During February, the store is known for its chocolate-dipped strawberries, which are made fresh each morning.

Gourmet Gifts

Sweet Treats (From page 87)

items don’t have a very long shelf life,” said Jackson. As a result, she is very picky about the kinds of novelty items her store will feature and when. “We’ll make caramel apples every once in a while, but we make sure to advertise the fact, usually on Facebook.”

Handmade bonbons top the best-seller list at Maggie’s Candy Kitchen & Bakery in Pueblo, Colo. “Creamy ganache center bonbons in a variety of flavors including liqueurs all do really well for us,” said Nettie Williams who co-owns the business with her sister Pennie Gaudi. It is an enterprise their mother and great aunt started back in 1960 in Lancaster, Calif., and that the sisters relaunched in 2018 in Colorado. Bonbons are only the beginning of the extensive confectionary offered inside the 2,200-square-foot store. Turtles, coconut clusters, four different kinds of brittle, five different kinds of fudge and more are all popular, not to mention different nuts coated in milk and dark chocolate. “If a customer is building a 32-piece box of chocolates, they can pick between the bonbons and the nuts,” Williams explained.

Anyone longing for candy they remember from childhood will likely find it at Maggie’s Candy Kitchen & Bakery, which per its name also bakes custom cakes and cookies including Italian varieties. “We have a whole storefront of nostalgic candies we bring in that people can’t find anyplace else. Kids just go crazy in here. Their parents do too,” said Williams. Pennie Gaudi handles the ordering and does her best to keep up with requests.

Two unidentified individuals working on merchandise at The Chocolate Lady. Top sellers for the store include turtles, toffee and truffles, according to the owner.

Chocolates and other confections from The Chocolate Lady’s candy selection. Ninety-five percent of the store’s merchandise is made in-house in small batches, and is always beautifully packaged.

Meanwhile, hot chocolate bombs have been trending the past couple of years for the store and every couple of months, the store features a different kind of specialty fudge. “This January and February, it’s chocolate cherry. In the summer, it might be blueberry and then we’ll do eggnog and pumpkin varieties in the winter months and other flavors in keeping with the seasons,” she concluded.

Chocolates rank among the top-selling gourmet gifts inside Love at First Bite, a specialty shop in Idaho Falls, Idaho. “People are always looking for boxed chocolate to give as gifts,” said Julie Richards who co-owns the 11-year-old business with her husband Mike Richards. A handsome display case inside their 5,000-square-foot retail space features hand dipped chocolates and truffles. “Some we make and some we don’t,” explained Julie. Caramel and chocolate dipped pretzels and apples, fudge, cupcakes, cookies and other baked goods are also on offer.

In terms of new merchandise, Love at First Bite is mindful of the time of year. “Every holiday, we’ll decorate pretzels differently or we’ll put

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Linda Ramirez Jackson, owner, The Chocolate Lady in Mesilla, N.M., photographed outside of the store. During the slower summer months, the shop offers confections such as chocolate-dipped bananas, chocolate-dipped cheesecake, frozen chocolate-dipped strawberries, and, especially during strawberry season, homemade ice cream.

Sweet Treats (From page 89)

sprinkles on the dipped apples or make and bring in candy that matches the season,” Julie said. During Christmas 2020, the store got on board with hot chocolate bombs which were met enthusiastically by customers. “This past season we didn’t sell as many as I thought we would of the ones we brought in. But the ones we had time to make – well, we could have sold a lot more. People tend to want you to make it!” she concluded with a laugh. ❖

Are Customers Looking for Small Treats or for Big Boxes of Candy?

At Maureen’s Sweet Shoppe in Longmeadow, Mass., customers opted for larger boxes of chocolate this past holiday season – a pound versus a half pound or two pounds versus a pound. “I think since people didn’t get together last year, they wanted to make it more special this time around,” said store Owner Maureen Basile. Normally, price point and a gift giver’s relationship to a person drives decisionmaking.

“It just depends on what they’re celebrating,” said Linda Ramirez Jackson, owner of The Chocolate Lady in Mesilla, N.M. Individuals are just as likely to pick up a small item as a big box of candy. During the holidays, the store frequently handles large corporate orders.

Customers stopping by Maggie’s Candy Kitchen & Bakery in Pueblo, Colo., are more inclined to pick up small treats to give as gifts. “Items like our 4.5-ounce packages of brittle or quarter-pound packages of fudge. We also have small clear boxes that we can put small amounts of bonbons in so they can get a package of four or a package of eight. Customers will grab things like that,” explained Nettie Williams, who coowns the business with her sister Pennie Gaudi.

Customers favor the small bags of treats Love at First Bite in Idaho Falls, Idaho assembles. “A selection of chocolates or pretzels or a candy apple – they make nice small gifts under $10. However, customers will sometimes go for small boxes of chocolates under $30,” said Julie Richards who co-owns the business with her husband Mike. “It all depends on the occasion and their budget.” ❖

Owner Linda Ramirez Jackson of The Chocolate Lady in Mesilla, N.M., working with candy packaging. Individuals are just as likely to pick up a small item as a big box of candy, she said, and during the holidays, the store frequently handles large corporate orders.

Cleaning Up at Soap Shops Trends in Toiletries and Soaps

The last two years have been a bonanza for the soap and toiletries business. The pandemic has prompted Americans to take hand washing much more seriously, and all that washing in turn creates the need for lotion. And as COVID has kept Americans at home more, they’ve paid more attention to ambiance, splurging on scented candles.

“We’ve been focusing on ways for people to have comfort and joy in their homes during the pandemic,” said Lisa Stanger, owner of Blackthorn Mercantile in Portland, Ore. She opened the store last September and has been pleased to see its locally sourced, artisan offerings resonate with Portland shoppers.

In addition to the 750-square-foot retail area, Blackthorn has an event space of the same size where Stanger hosts tarot reading nights around new and full moons. “We’ll sell so many candles, we can’t keep them in stock,” she said. The majority of Blackthorn sales are gifts; patrons appreciate the store’s packaged sets, upscale artisan feel, and eco-consciousness.

Customer favorites include soaps from Colorado’s Moth & Moon line, whose gold stamped design and relaxing CBD-infused products make it a favorite for gifts. Local Oregon brands include Optimistic, which supports social causes, and Mama Bare Naturals.

Portland-based Wax & Wane is by far the top-selling candle line at Blackthorn Mercantile, with a wide range of appealing scents, including Timberline and Baltic Amber for winter.

Also in Portland, Naomi Heedt has developed a loyal clientele for her handmade lotions, soaps and candles in the year and a half since she opened Mad Sass Soap with her husband, Marc. “People love coming in and browsing, and we’re getting more and more people as time goes on,” said Marc Heedt . “When you light yourself a candle and put on lotion, it’s like a spa day at home.”

That touch of luxury has also made Mad Sass products popular with gift givers. Naomi Heedt oversees

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Naomi Heedt owns Mad Sass Soap in Portland, Ore., with her husband Marc. The store has a loyal clientele for her handmade lotions, soaps and candles.

Cleaning Up (From page 91)

a fragrance selection that changes with the seasons, from the popular Lemon Rose to wintry scents like First Snow. Candle connoisseurs gravitate toward wooden wicks, which have “a nice little flicker, a bit of a crackling,” said Marc Heedt. “It’s relaxing and calming.”

Many of the new shops have boosted their profiles through soap- and candle-making opportunities. At Buff City Soap, which opened last summer in Atlanta, guests can create personalized scents at organized workshops, saving their unique fragrance recipes for future soaps and lotions. General Manager Heather Marston said all of Buff City’s own products are made in-house; laundry soap is the best-seller, and the top smell is narcissus, a unisex fragrance.

In Dunedin, Florida, Jenny Ho started her business through at-home soap- and candle-making classes. She sold her own wholesale toiletries before opening Jade Soap Shop in a storefront; this January, the shop expanded to 900 square feet. Soap-making workshops remain a core part of Ho’s business, which uses the traditional French lye-based method. “It takes a while for the lye to cure, so you need to book in January if you want to make Valentine’s gifts,” Ho explained. Still, excluding the curing time, “you can make your own soap from scratch in two hours.”

Is Scented Merchandise In or Out?

“Scent is the first thing people notice,” observed Jenny Ho, owner of Jade Soap Shop in Dunedin, Fla. Indeed, at toiletries stores around the country, retailers say fragrance is not only in vogue; it’s often the factor that determines a purchase.

Many customers at Blackthorn Mercantile in Portland, Ore., regularly restock their house with candles, soaps and lotions in a signature scent. Blackthorn Owner Lisa Stanger said pumpkin, apple cider and ginger pear set the holiday mood. Also in

Portland, warm aromas of fir and maple bourbon are winter favorites at Mad Sass Soap, another artisan boutique.

Customers can create their own signature scents at Buff City Soap in Atlanta. “We’ve got core fragrances and essential oils, so

people can mix and match — magnolia, lemon eucalyptus, lavender, rosemary,” said General Manager Heather Marston. “Then they can name it whatever they want. In three days, they’ve got soap in their own unique fragrance.”

At Soaptique in Detroit, about half the clients go for aromas, while more sensitive guests avoid smells. “Some clients want highly scented products, but the others go for vegan items, or they may have skin issues,” explained Owner Wanda Curry. ❖

Co-Owner Naomi Heedt at work at Mad Sass Soap. The store’s products are popular with gift givers.

Jade’s best-sellers are her Empress’ Secret Royal Spa Soap and the Coffee Mint Marseille Soap, which features 72 percent olive oil as well as light exfoliation. Devoted clients come regularly for Jade Soap’s long-lasting fragrances, superior lathering and the traditional Asian herbs that Ho said brighten the complexion. “My customers are connoisseurs of handmade soap, and they’re very particular,” the retailer explained.

High quality soaps are popular because they make appealing, useful gifts and fit with today’s natural ethos. “My customers want to go plastic free, they prioritize essential oils and eco-friendliness, and they are willing to pay more,” Ho observed.

In Detroit, girls’ night out might be at Soaptique’s Sip and Pour Candle-Making Workshop, where groups up to eight participants mix fragrance oils over wine and hors d’oeuvres. Soaptique Owner Wanda Curry said her body butter classes are also popular; both events can be booked on Eventbrite.com.

Curry opened Soaptique last June and already has a following for her homemade, provocatively named toiletries. The bestselling Moisturized Thighs Body Butter line includes versions named Pink Panties, Silk Thong, Thick Thighs and Stiletto Heels. “It’s a moisturizing regimen that describes a woman,” Curry explained. Many of her products are made with traditional ingredients; Soaptique’s yoni soap, for instance, features the apple cider vinegar women have used for generations in bathing hygiene.

But with candles, Curry has learned many shoppers have modern preferences. “A lot of people are allergic to soy, so they’re looking for eco-friendly alternatives like apricot or coconut wax,” the retailer noted. Her candles are favorites because they are slow burning, don’t put out a lot of soot, and use cleaner wooden wicks.

With 750 square feet of retail space, the store is welcoming more browsers each month. “People are really interested: What does a Soaptique have?” Curry said. “And I’m happy to show them.” ❖

Assorted gifts available from Jade Soap Shop. Devoted clients come regularly for the store’s soap selection, and they are connoisseurs of handmade soap.

Jenny Ho, owner of Jade Soap Shop in Dunedin, Fla. The store’s best-sellers are Empress’ Secret Royal Spa Soap and the Coffee Mint Marseille Soap, which features 72 percent olive oil as well as light exfoliation.

Bars of soap from the Jade Soap Shop inventory. The business started with at-home soap and candle-making classes, and soap-making workshops remain a core part of the business.

Where the Animals Can Inspire Sales

Jewelry Trends at Aquarium Stores

The 230,000-gallon shark gallery and a 170-foot “sea tube” are the last exhibits guests see before entering the gift shop at Greater Cleveland Aquarium. So it’s no surprise that once inside, shoppers gravitate toward shark tooth jewelry. “It’s a winner with all age groups, particularly the bracelets and the single tooth necklace,” said Aquarium General Manager Stephanie White .

Likewise, the aquarium’s stingray touch pool is very popular. As a result, another bestselling category is stingray jewelry, which range from rope bracelets with silver stingrays to crystal pendant necklaces.

While specific and buying decisions are made by Event Network, which operates the gift shop, White said the Coral Cove Gift Shop profits with jewelry that ties into aquarium displays. “Many purchase decisions are made because the items connect guests emotionally to their experience here,” she explained.

That connection extends to the aquarium’s conservation mission. Gift shop employees engage shoppers with the stories behind the jewelry — like the trees that are planted when people purchase 1 Tree Mission beaded bracelets, or the ocean trash removal project funded by the sales of Dorsal turtle wrap bracelets. “Our team shares that information, so guests can be inspired by items that match their priorities,” White explained.

A similar dynamic motivates shoppers at the Seattle Aquarium. Assistant Store Director Sarah Nguyen said many of the accessories align with the aquarium’s mission, like handcrafted artisan jewelry that provides sustainable employment for a community. “Among our top selling items are those responsibly made charm bracelets,” said Nguyen, who added that each purchase also benefits environmental conservation efforts. “They come in different styles and colors, so you can celebrate your individual style along with your favorite marine animal.”

Matt Hiller, store manager, Waikiki Aquarium in Honolulu, Hawaii, photographed with Assistants Dacyleen Amond and Rachel Goodman. Price point is key at the 600-square-foot store, and Hiller said the shop does not do much selling of merchandise in the over-$25 range.

Shoppers respond positively to products that marine conservation. “People like that our choices are guided by values,” said Nguyen. But visibility also boosts sales: There’s a jewelry display at the front counter, along with a spin rack in an open section of the store “where everybody can see it,” the manager added.

Melissa Million , store director at the Shedd Aquarium gift shop in Chicago, has clear ideas about which kind of displays sell more jewelry. She favors strategic lighting so pieces sparkle and shine, drawing customers to take a closer look. She’ll arrange multiple pieces of jewelry on mannequins, such as the popular puka shell and faux leather pieces, or so-called mood and friendship necklaces that are favorites with shoppers.

“Seeing different combinations encourages guests to play with styling and purchase a wider range of jewelry that shows off their passion for sea life,” Million explained. She noted that many of the items support conservation efforts like coral reef restoration and ocean plastic removal. “I like to merchandise items as a set or a collection that goes together, telling a story. Layering designs to create one’s own look is always in fashion; jewelry is about expressing your personal style.”

Careful arrangements allow guests to appreciate each piece, without avoid visually overwhelming them. “Always allow enough space between necklaces to avoid entanglements, especially when guests may be comparing items on side by side pegs,” Million advised.

Jewelry is the best-selling category at many aquarium gift shops, like the Florida Aquarium gift shop in Tampa. “A lot of people just walk in and they know they want jewelry as a souvenir or a gift,” said Manager Melanie Tejeda . Dainty styles, many beaded or featuring seashells, are popular at the store; nearly all the jewelry comes from the Element line. Dolphin and turtle motifs and “summery, Florida colors” like yellow, blue and pink are a hit with Tampa visitors. “We don’t really have to do too much to promote our jewelry — it just sells itself,” Tejeda reflected.

Local, tropical motifs are also winners at the Waikiki Aquarium, on the campus of Honolulu’s University of Hawaii, Manoa. “Periwinkle is a national brand with a great selection of marine stuff — shells, pearls, octopus,” said Store Manager Matt Hiller .

Bracelets made from 100% recycled materials are part of the merchandise selection at the John Shedd Aquarium. Photo credit: Shedd Aquarium.

Aquarium Report

Where the Animals (From page 95)

His team maximizes sales with two large eye level spinners to the left of the register, with racks of necklaces, bracelets and rings in the middle.

Waikiki Aquarium’s other best-selling brand, Leighton Lam, features Hawaiiinspired designs with turtles, pineapples, dolphins, and starfish. Some of the 36 styles feature Hawaiian floral motifs and the island’s signature pearls; nearly all pieces are between $14-$18.

Price point is key at the 600-squarefoot store. “We don’t do much in the over $25 range,” Hiller said. “I’ve found that for souvenirs, people tend to want something on the cheaper end.” As supply chain disruptions have made getting inventory more difficult, Hiller has been relying on inexpensive wholesalers like Barry Owen and World End Imports, which he expects to see the store into 2022. “I’ve been getting a lot of cheaper stuff that I can get a lot of quickly, and that offer good margins,” Hiller said. ❖

NEWS BRIEFS

Toy Association to Host Annual Toy Safety Seminar on February 28

The Toy Association has announced that it will host its annual Toy Safety & Compliance Update virtually on Monday, February 28 from 12:30 p.m. to 4 p.m. (Eastern). The educational session will cover critical toy safety updates as well as the industry’s top state, federal, and international legislative and regulatory priorities.

Typically held on-site at Toy Fair New York (canceled this year due to ongoing uncertainties related to the pandemic), the Toy Safety & Compliance Update is always a well-attended seminar that helps manufacturers, retailers, toy inventors, testing labs, and others within the toy industry understand the latest news and developments related to toy safety in the United States and abroad.

This year’s session will be presented by Toy Association staff, who will address such issues as:

• State chemical laws,

•Intellectual property protection, counterfeits and ecommerce

• CPSC updates,

• Environmental sustainability,

•International safety regulations and trade issues impacting toys,

• Children’s online safety, and more.

“We encourage all in the toy community to take advantage of this free opportunity to hear about the laws, standards, and regulations that are in place to keep children safe,” said Ed Desmond, executive vice president of external affairs at The Toy Association.

Questions about The Toy Association’s educational offerings may be directed to Anne McConnell, senior director of market research and data strategy. ❖

Matt Hiller, store manager, Waikiki Aquarium, Honolulu, HI. Necklaces, bracelets and rings from the brand Periwinkle sell well for the shop.

Halloween and Christmas Best-Sellers at Party Stores

It’s been a big year for parties. Americans were feeling festive, spending big to deck the halls with balloons and lights. They decked themselves, too: Wearable Christmas decorations were a hot category, while Halloween revelers snapped up classic costumes.

“People were in lockdown a lot for a long time, and they really wanted to get out and have fun,” said Alejandro Monteón , manager at El Payasito Party Supply in Los Angeles. Sales were way up this year at the store; lights of all kinds, in particular, were a best-seller for fall and winter holidays.

El Payasito did a brisk business in Christmas ornaments and other festive decor. For Halloween, customers bought string lights in orange and purple, “which look really cool, especially against black lighting,” Monteón observed. Costumes were also big, with old-school pumpkins and witches the most popular.

While Halloween is traditionally more of a costume holiday than Christmas, that may be changing. From Santa suits to elf outfits, more Americans are donning kitschy getups to show their holiday spirit. “For Christmas, anything wearable was really big this year,” noted Andrea Taylor , manager of Brookside Party Warehouse in Kansas City, Mo. The store sold tons of kitschy apparel and accessories in that “ugly Christmas sweater” style — bright red and green, with loud graphics (reindeers, Santas and snowmen are big), crazy stripes and tacky addons like jingle bells.

This year, Halloween trends were evenly divided between “very classic get-

ups,” like witches and devils, and the superheroes popularized by recent movies. For all the holidays, “people were just excited to decorate, inside and outside,” Taylor reported. No single decor trend stood out, but sales were up overall as patrons prepped for holiday parties.

Christmas wearables were also a 2021 winner at Special Events Alaska. The Wasilla store sold lots of Santa suits, elf costumes, patterned leggings and reindeer headbands, according to Manager Megan Steiner . “Some local businesses were doing promotions where you’d get free tickets if you came dressed up,” she noted. Corporate orders were robust for holiday balloon arrangements, many featuring Santa Claus or elves. “This year, I think people were really trying to be festive.”

Food-related merchandise was a strong category from Halloween through New Year’s at Special Events. Continued on page 98

Party Stores

Halloween and Christmas (From page 97)

The store sold through its inventory of Christmas themed napkins, plates and other party ware. For Halloween, spooky spatulas and decorative bowls were popular, along with cauldrons of all sizes that doubled as displays or vessels for punch or chips. Steiner also noticed more families buying coordinated costumes, often around Disney movies. “Definitely this year we had a lot more,” Steiner observed. “Lots of princess movies, The Incredibles, fun stuff like that.”

At Family Fun Party and Balloons in Pocatello, Idaho, new Owner Stephanie Finlayson liquidated most costume inventory in a garage-style sale last fall. “We decided it wasn’t the direction we wanted to go in,” said Finlayson, who bought the business in 2020. She explained that a successful costume business involves a large selection of both styles and sizes — which, in turn, requires substantial investments of time, money and space. Family Fun still rents Santa Claus and Easter Bunny outfits for holiday events.

Rather than costumes, Finlayson is focusing on balloons. “When you think of balloons, typically you think about kids’ parties. But with the new reflective metallics and new colors out there, balloons are very elegant,” she said. “Our arrangements really make a

business owners. “We survived and made it through to 2021, and it was a good year,” Finlayson reflected. “Our community really values family. Getting back to those celebrations was good for all of us.”

In the Southwest, a largely Mexican-American clientele was ready to party at Dulcerías Importaciones Valentinas and Valentina’s Party World, which has three Phoenix-area locations. Owner Frank Martínez said sales were up at the 2,000-square-foot stores; his devoted shoppers rely on Valentina’s not only for special occasions, but for imported Mexican candies and other treats.

This Halloween, trick-or-treaters were out in full force at Valentina’s Party World in Glendale. Costume hits included nurses, clowns, police and other uniform classics. Martínez said he focuses more on costumes for Halloween:

big statement at a lower cost” than flowers and other traditional decorations.

Christmas 2021 saw strong business in balloon bouquets, garlands and table runners. This year, Finlayson jumped on the new trend of balloon wreaths; Family Fun’s PVC models are 2.5 feet in diameter, ideal for entryways. Halloween, which gets bigger every year, brought demand for even larger scale decor. Finlayson said her clients were looking to decorate their houses and lawns with so-called “super shapes,” multi-valved balloons starting at 25 inches, and Airwalkers, heliumfilled figures that float in the yard. “People go crazy for those seven-foot skeletons every year,” Finlayson said. Overall, 2021 finished on a high note for the new

“I don’t want to compete with the big box stores on things like ornaments and decorations.”

That said, Valentina’s does strong business in decorative holiday lights. Glow sticks were a big hit this year, along with all manner of lights, indoor and outdoor, for Christmas. “Around the holidays, my clientele prefers very traditional Christmas items,” Martínez said. ❖

“For Christmas, anything wearable was really big this year.”

- Andrea Taylor, Brookside Party Warehouse, Kansas City, Mo.