Preparing for Post-COVID Retail

By Chairman and CEO Bob Maricich, International Market Centers (IMC)

As the country reopens and mandates are lifted, retailers are shifting their focus to the return of in-person shopping. To facilitate this recovery, International Market Centers (IMC) – producers of Atlanta Market and Las Vegas Market -recently gathered gift, gourmet and home furnishings retailers from across the country for a conversation about the lasting impact of the pandemic on business and plans for a new retail reality.

The consensus is that store traffic is strong and the demand for gift and home products is high with the expectation to stay on this trajectory for the remainder of the year. Key concerns have shifted from health and safety to continued supply chain issues, rehiring laid-off staff and creating a buying environment that is comfortable for all customers.

Here are five key take-aways:

The pandemic has forever changed retail – for the better. Businesses are running leaner and more streamlined with less extraneous costs after forced closures led to layoffs and reduced revenues. Additionally, adjusting to changing opening protocols has encouraged retailers to consider new marketing opportunities like Facebook Live and other social media tools to continue to reach their customers.

Supply chain problems present new opportunities. From containers stuck at ports, longer-than-normal production times and smaller-than-expected orders, retailers are adjusting to low inventory. To compensate, they are adding new categories and creatively merchandizing stores to cover gaps. They also are diversifying their vendors to have a better chance at getting the merchandise they need. Retailers are open with customers about supply chain issues to alleviate concerns about increased prices, longer wait times or reduced product choices.

Strong sales are expected at least through yearend. The nationwide housing boom is continuing to drive furniture and home décor sales. Consumer confidence is resuming, with people beginning to travel, go to restaurants and spend money on experiences. A strong holiday season with significant gift buying is predicted.

Customer comfort is key for the in-person shopping experience. As mask mandates lift, follow the customer’s lead: if the customer is masked, retailers should mask and give them space; if the customer is unmasked, vaccinated sales staff should feel comfortable unmasking. Pre-COVID comforts like complimentary coffee, water and cookies are slow to return as retailers navigate the latest health and safety guidance.

(Re)hiring is a challenge. Coast-to-coast, retail hiring has been a challenge. Whether recalling staff laid-off at the start of the pandemic or through inperson networking, retailers are working hard to find the right salespeople. Monetary incentives for current staff and new hires will be key for retaining workers as more jobs become available.

IMC’s Atlanta Market (July 13 -19) and Las Vegas Market (August 22-26) are ready to serve retailers navigating the new retail landscape with broad selections of gift, home décor and furnishings product. For more information about Atlanta Market visit AtlantaMarket.com . For Las Vegas Market, visit LasVegasMarket.com . ❖

Knott’s Berry Farm’s Merchandise Manager Karl Busche Discusses Sales and Souvenir Trends

What’s hot in the souvenir market today? Well, according to Knott’s Berry Farm’s Merchandise Manager Karl Busche, a wide variety of items are doing bang-up business, including nostalgia-related items, edibles, and of course, Peanuts-related toys that appeal to kids.

“As we go into our 100th anniversary this year at Knotts, we also have a brand-new ride, so really everything involving the new ride or celebrating the 100th year here are extremely popular. We are also celebrating all of our retro rides and attractions and have souvenirs featuring them. Those are the things that we’ve been selling the most of,” he said.

T-shirts and plush items are trending well in general. “We are also doing very well with our pin program. We’ve been doing 100 pins for each year at Knotts, and we offer a new collectible every week. We started that program in January 2020, and when the park closed for a while last March that was one of the things that got us through the pandemic, the pin sales.” Busche said that people came to the park just to buy the pins. “We are in the hub of the pin vortex, being six miles from Disneyland. When we first started the pin program, we had 600 people waiting in line for the new pin.”

The synergy between the two parks, with Knotts opening considerably earlier than Disneyland, and Walt Disney and Walter Knotts friendship, helped in part to propel the pins to a “must have” status.

“Because of the pandemic, we extended the pin launches to two years rather than just one. The pins helped us pivot our stores to more online business. They really reenergized things when everything was closed.” Busche explained that “During the pandemic, customers were looking for collectibles, and people started buying from the theme park’s websites.”

The pins continue to be popular, as do mugs and magnets celebrating the 100-year park anniversary.

Having opened the new Beary Tales ride, based on an earlier incarnation that ran from 1974 to 1984 at the park, and the anticipated revamping of that at- traction during the pandemic led to a lot of interest in boysenberry-related products which tie in to the ride as well as the park itself.

“Our jams and jellies have always been a big part of Knotts,” Busche said. “Mr. Knott created the boysenberry, and of course the park began from a boysenberry stand. People also came in during the pandemic and started buying us out of everything boysenberry from candy to jams. Three days before we were going to have our Boysenberry Festival in 2020, everything

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