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!’”

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.