Souvenirs, Gifts & Novelties - March/April 2021

VOLUME 60 NO. 3 • MARCH/APRIL 2021 • $7

PRESIDENT & EXECUTIVE EDITOR

Scott C. Borowsky

610-645-6940 ext. 0

MANAGING EDITOR

Caroline A. Risi

610-645-6948

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

page 26 for an interview with the attraction’s gift shop supervisor.

Images: pg26,28,30©blue67/bigstock.com; pg31,34,37,40©robuart/bigstock.com; pg48©Studio Light and Shade/bigstock.com; pg72©Imagevixen/ bigstock.com; pg92©cloud_rain, Julia Duz/bigstock.com; pg106©llhoward/bigstock.com; pg111©Mondih/bigstock.com; ©pexels and ©pixabay

58

Articles

Retailer Perspectives on the Summer Season

26 Retailers See Reasons for Optimism

Four retailers weigh in on doing business during the pandemic, and on the current business climate.

Apparel

42 Trends Report – The Current Apparel Picture at a Selection of Seaside Stores

A look at apparel trends at stores in Galveston, Texas, Cape May, N.J., Kansas City, Kan., Santa Monica, Calif., and Hermosa Beach, Calif.

45 Bonus Sidebar: What Are Your Fashion Accessory Best-Sellers and Why?

44 Bonus Sidebar: Where Are Sock and Footwear Sales Headed? Why?

48 Selling the Basics – Top-Selling T-shirts, Sweatshirts, and Hats

For this article, officials at five zoo and aquarium stores were interviewed about their best-selling T-shirts, sweatshirts, and hats.

51 Bonus Sidebar: What Are Your Top-Selling Hats? Why?

Jewelry

56 Changing Jewelry Trends – The Retail Picture at Pharmacies and Gift Shops

This article offers a look at the how a gift store, and also how three pharmacies with gift sections, are faring in the current selling climate.

58 Bonus Sidebar: Creating a Climate of Service – Top JewelrySelling Tips

60 Maritime Museum Report – Trends in Jewelry and Nautical Gifts

For this article, Contributor Karen Appold interviewed museums in Galveston, Texas, Newburyport, Mass., Boston, Mass., and Santa Barbara, Calif., to discuss trends in jewelry and nautical gifts.

Licensed Merchandise

67 Trends in Best-Selling Licensed Merchandise at Sports Museum Stores

How sports museum stores have been faring during the pandemic.

77

68 Bonus Sidebar: How Has Your Attraction Changed Because of The Pandemic?

Zoos and Aquariums

72 Best-Selling Name-Dropped Gifts and Souvenirs at Zoos and Aquariums

For this article, SGN’s Contributor interviewed retail officials at four zoos to assess sales of name-dropped gifts and souvenirs.

74 Bonus Sidebar: What’s Changed in What’s Selling Due to the Pandemic

Games, Playthings and Plush

78 Sales of Children’s Gifts and Toys at Toy Stores

Toys stores in Ohio, California, New York, Hawaii, and Georgia were interviewed for this interesting article about the sale of playthings.

80 Bonus Sidebar: What Is Your Top Display Tip?

Display and Visual Merchandising Section

84 Getting Your Creative Juices Flowing – Museum Store Staff Discuss Making Home Décor and Gift Displays

Retail officials at museums in Hollywood, Md., Oklahoma City, Okla., Philadelphia, Pa., Toledo, Ohio, and Chicago, Ill., discussed their display strategies for this article.

88 Bonus Sidebar: Who Gets to Create Displays?

92 Focus on Signs – Decorative Signs as Part of the Display Picture at Gift and Hallmark Stores

How decorative signs can still be part of successful selling at gift stores.

94 Bonus Sidebar: Best-Selling Signs

98 Selling Practical Gifts – Displaying Soaps and Candles

This story contains great tips on how to display soaps and candles from stores in Santa Monica, Calif., Tucson, Ariz., Seattle, Wash., West Hollywood, Calif., and Del Mar, Calif.

Gourmet Section

102 The Enduring Appeal of Edible Treats – A Look at Gourmet Snack and Candy Sales

How edible treats have sold during the pandemic, and how stores have adapted to keeping the merchandise flowing.

104 Bonus Sidebar: What is the Status Of Your In-Store Sales? What Is In The Future?

College Stores

106 Trends in College Retail – How Stores Are Moving Forward

For this article, SGN’s Contributor Sara Karnish checked in with college stores in Connecticut, Kansas, and North Dakota for an informative look at their current operations.

Special Occasions

Halloween Report

111 Challenges Today and Going Forward - Halloween Merchandise at Halloween and Party Stores

For this article, four stores in different areas of the country detailed what the selling climate is like for them, and how they are preparing for Halloween 2021.

113 Bonus Sidebar: SGN Asked - What Are Your Top Tips to Sell Occasion Merchandise and Decorations During this Time?

Print Your Catalog in SGN for Selling Success

Now more than ever, Souvenirs, Gifts & Novelties (SGN) readers are looking for the best products at the best prices for their loyal clientele. Position your merchandise front and center for retailers by printing your catalog within the pages of SGN, a trusted source of operational ideas and the best goods.

To learn more, contact the SGN advertising sales staff by emailing sgnmag@Kanec.com or by calling 610-645-6940.

We are heartened that greeting cards are so meaningful today, helping family and friends connect and support one another. From an encouraging message to a get-well wish or cheerful hello, cards can lift a spirit and bring a smile.

When offering cards in your store, leave uncertainty behind. Retailers have rated our line as the #1 best-seller for 15 years in a row.

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Commentary

A New Season for Best Practices M

any retailers interviewed for this issue are expressing an upbeat viewpoint for the summer selling climate, especially in the special feature “Retailer Perspectives on the Summer Season - Retailers See Reasons for Optimism.” In the article, four retailers weighed in on doing business during the pandemic, and on the current business environment. Many vendors are expecting merchandise demand, and after a year of uncertainty, there is hope for a retail rebound. The vacation season, despite the vaccine, will still certainly warrant an abundance of caution. But it could be that shoppers will treat themselves to everything from apparel and jewelry to souvenirs and gifts.

Scott C. Borowsky

Quotable

The issue is full of great ideas for retailers to sharpen up their operations and discover new best practices. In the Apparel section, we look at the current apparel picture at seaside stores, with bonus sidebars on fashion accessory best-sellers and the status of sock and footwear sales. The section also offers a story on the top-selling T-shirts, sweatshirts, and hats.

In the SGN regular Jewelry section, we examine the retail picture at pharmacies and gift shops, with a bonus sidebar “Creating a Climate of Service – Top Jewelry-Selling Tips.” There is also the interesting feature “Maritime Museum Report – Trends in Jewelry and Nautical Gifts.”

As an added bonus in this issue, we offer a Display and Visual Merchandising Section. The section covers museum store home décor and gift displays, including a sidebar on who gets to create the displays. There is also an article that focuses on the display of signs, including a sidebar on the best-selling signs, and a story on displaying soaps and candles.

In the Gourmet Section, we offer the article “The Enduring Appeal of Edible Treats – A Look at Gourmet Snack and Candy Sales.” And the Licensed Merchandise section covers the interesting world of sports museum stores.

I hope you enjoy these articles and the others in the issue, along with the latest industry and product news. Please contact me with your comments, questions, and suggestions by calling 610-645-6940, emailing editorsgnmag@kanec.com, or by visiting the magazine on Facebook.

Scott C. Borowsky President and Executive Editor Souvenirs, Gifts & Novelties magazine

“No river can return to its source, yet all rivers must have a beginning.”

- American Indian Proverb

Photographed in the Toledo Museum of Art’s store were: Heather Blankenship, retail operations manager; Rachael Stearns, retail operations supervisor; Cierra Raitz, sales floor supervisor; Kate Komuniecki, sales associate; and Marti Hammer, sales associate. See the Display and Visual Merchandising Section for an interview with Blankenship. Photo by Bradley E. Piri

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Kellytoy Teams Up with California High School to Provide Squishmallows® for Students

Kellytoy, a subsidiary of Jazwares, LLC, has contributed nearly 100 of its best-selling “chonky” Squishmallows to Silverado High School in Mission Viejo, Calif., to help support school efforts such as its Positive Behavior Intervention and Supports (PBIS) program. Kellytoy will officially kick off a formal partnership with Silverado when the school year resumes this fall.

“We are thrilled that Kellytoy has donated so many Squishmallows to our school,” said Assistant Principal Cindy Garamoni. “Our students absolutely love Squishmallows. Plus, our teachers utilize the huggable plush toys as a social-emotional support. Squishmallows have been placed in all classrooms and other areas of the school. They have brought tremendous joy to our students. Additionally, they are the most popular award in the PBIS store.”

Squishmallows are popular among students at Mission Viejo, Calif.’s, Silverado High School.

Photos by Robyn Alvillar

“We’re delighted to be able to help the Silverado students by donating members of various Squishmallows squads to the school,” said Kellytoy CoPresident Jonathan Kelly. “Members of the online Squishmallows community regularly mention how helpful the mallows can be for emotional support, sensory issues or those who are stressed or suffering from anxiety.” ❖

*Noted: The Greeting Card Expo, Will Be Held Virtually May 20 and 21, 2021

*Noted: The Greeting Card Expo, is a virtual event designed with greeting card makers in mind, according to the website of the Greeting Card Association in Aurora, Colo. This event has been built by the greeting card industry, for the greeting card industry. Exhibiting in Virtual Noted is easy and affordable, with packages that allow vendors to build an online presence that suits the needs of retailers.

Virtual Noted gives you an online space to highlight your products, connect with buyers, network, track leads, and even chat in real-time. Plus, get inspired by engaging speakers, learn from fellow members’ “Meet Your Maker” videos, participate in a Pitch Program, enter your newest creations in Noted@*Noted, and more.

According to the website, a passionate, creative, strong greeting card community is the backbone of this unique show. Be a part of *Noted!

(For more information, visit www.greetingcard.org.) ❖

TRADE SHOW NEWS

Las Vegas Market Pre-Registrations Surge for April Staging

The management of the April 2021 Las Vegas Market, running April 11-April 15, at World Market Center Las Vegas, is experiencing buyer registration pacing at 80% above Summer 2020 levels. Based on historical trends, International Market Centers (IMC) anticipates an exponential increase in daily registrations in the six weeks before market.

“We are looking forward to welcoming buyers and suppliers back to our Las Vegas campus in April,” said Bob Maricich, IMC CEO. “These strong pre-registration numbers show excitement surrounding our market, reflect demand for fresh, in-

stock product and signal recovery for our industry.”

Las Vegas Market’s West Coast buyer audience continues to rebound with nearly 67% of the preregistrations coming from the West Coast and 25% of those coming from California. Midwest (12%), Southwest (9%), Southeast (6%) and International (3%) retailers and designers round out the remaining preregistrations. In total, there are 30 countries represented in registration for April Market.

This momentum illustrates a clear path for recovery and reflects buyers’ needs to discover new products, meet with established suppliers, and connect with new vendors. Exhibitors are also enthusiastic about the pre-registration levels and leveraging the opportunity to secure appoint-

ments with key buyers.

During the show, permanent showrooms in Buildings A, B and C are open from April 11 to April 14 (8 a.m. – 6 p.m.) and on April 15 (8 a.m. – 4 p.m.); home furnishings temporaries on B2 are open April 11 – April 14 (9 a.m. – 6 p.m.) and on April 15 (9 a.m. – 2p.m.); and the gift and home temporaries in the Expo at World Market Center Las Vegas run from Sunday, April 11 to Tuesday, April 13 (9 a.m. – 6 p.m.) and on Wednesday, April 14 (9 a.m. – 4 p.m.).

To ensure market safety, IMC will again implement enhanced cleaning and safety procedures, as laid out in IMC’s Together Safely protocols.

Continued on page 20

TRADE SHOW NEWS

Trade Show News (From page 18)

Las Vegas Market e-Preview Guide Now Available

The Las Vegas Market Preview Guide, a comprehensive 145page planning tool for buyers and designers preparing for the forthcoming Las Vegas Market, April 11 – April 15, 2021, is now available online. The e-Preview Guide can be found on the front page of LasVegasMarket.com or directly via https://www.angstromcreative.com/digital/flipbooks/imc/ lv/2021/aprilpreviewv1/#p=1.

“Each market, attendees rely on the Preview Guide for a look at the latest and greatest happenings at Las Vegas Market,” said Dorothy Belshaw, IMC’s chief marketing and customer officer. “Now, more than ever, it’s important that our buyers are prepared when they set foot on campus and the e-preview will help facilitate advance planning.”

The digital Preview Guide includes a wealth of Las Vegas Market information, including details about exhibits and virtual education as well as other special offerings. Materials include general planning tips; a full list of showroom locations; and an overview of the brand-new Expo at World Market Center Las Vegas, the market’s new home for its gift and home temporaries. The Guide also features previews of market programming, including a look at the market’s proprietary FIRST LOOK session, the new Market Pros influencer program and a virtual showhouse and discussions with prominent industry figures. As a bonus, the digital edition includes exhibitor advertisements with hyperlinked contact informa-

tion for buyers to easily reach out to make appointments.

Las Vegas Market’s other planning tools include LasVegasMarket.com, with tools like its Market Planner, a category and keywordsearchable Exhibitor Directory and advanced ordering through ShopZio-enabled exhibitors. A second updated version of the Las Vegas Market Preview Guide will be available through the Las Vegas Market website on March 5 and a printed edition will be mailed in early March.

IMC_di Welcomes Latest Round of New Hires to Juniper Team

IMC_di (International Market Centers’ Digital Innovation division) has announced another round of new hires encompassing sales, development, engineering and customer success to its team developing Juniper, a full suite of digital sales and marketing solutions designed to connect wholesale buying and selling across all channels – online, on the road, or at market.

IMC_di welcomes Jason Bowers as Vice President of Engineering. Before coming to Juniper, Bowers worked as an enterprise solutions architect for Hilton Grand Vacations. And Tim Glenn brings more than 20 years of information technology experience to IMC_di as the Chief Architect.

Other new hires will support IMC_di’s programming, development, and customer support needs. Newly staffed positions include: Back End Developer, Customer Success Support, Mobile Developer, Tech Lead, and Technical Writer. These new hires bring

the number of Juniper staff to 155.

The Spring 2021 Philadelphia Gift Show Has Been Postponed Until July 2021

The organizers of the Philadelphia Gift Show have postponed the spring edition to July 25-28, 2021.

The health, safety, and well-being of the show team, customers, and partners, remain most important to the organizers. Please keep an eye out for more information on exhibiting and attending. The organizers thank everyone for their ongoing support and understanding, and are available to support the needs and interests of the gift and souvenir community with updated resources, industry news, tips, and more.

For more information, email PhiladelphiaGiftShow@clarionevents.com. The organizers look forward to seeing everyone in July. ❖

Calendar TRADE SHOW A Look at 2021 Trade Shows

April 10-18 Gem and Lapidary

Wholesalers

Gem Mall and Holidome

Tucson, Ariz.

11-15 Las Vegas Market

Expo at World Market Center

Las Vegas, Nev. (Circle 61 on card.)

May 14-16 Gem and Lapidary

Wholesalers

Watauga Festival Center

Franklin, N.C.

21-23 Gem & Lapiary

Wholesalers

Osceola Heritage Park

Orlando, Fla.

June 7-8 Gem and Lapidary

Wholesalers

Double Tree – Bloomington

Minneapolis South Minneapolis, Minn.

11-13 Gem and Lapidary

Wholesalers

Embassy Suites DetroitLivonia/Novi

Livonia, Mich.

18-19 Gem and Lapidary

Wholesalers

Eastern States Exposition

West Springfield, Mass.

Continued on page 24

Calendar TRADE SHOW A Look at 2021 Trade Shows

July 14-18 Atlanta Market

Americasmart

Atlanta, Ga.

(Circle 58 on card.)

22-25 Gem and Lapidary

Wholesalers

Watauga Festival Center Franklin, N.C.

August

22-26 Las Vegas Market Expo at World Market Center

Las Vegas, Nev.

(Circle 61 on card.)

September

9-12 Gem and Lapidary

Wholesalers

Holidome

Tucson, Ariz.

October

6-8 Corpus Christi Souvenir & Resort Show

Corpus Christi American Bank Center

Exhibit Hall A Corpus Christi, Texas

13-15 Panama City Beach Gift Show

Boardwalk Beach Resort

Panama City, Fla.

17-18 Gem and Lapidary

Wholesalers

Doubletree-Bloomington Minn. South

Minneapolis, Minn.

21-23 National Hardware Show

Las Vegas Convention Center

West Hall

Las Vegas, Nev.

22-24 Gem and Lapidary

Wholesalers

Burton Manor

Livonia, Mich.

29-31 Gem and Lapidary

Wholesalers

Osceola Heritage Park

Orlando, Fla.

November

1-3 Ocean City Resort Gift Expo

Roland E. Power Convention Center

Ocean City, Md.

2-3 Gem and Lapidary

Wholesalers

WNC Agricultural Center Asheville, N.C.

10-13 IGES

LeConte Center

Pigeon Forge, Tenn.

10-13

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. ❖

Retailer Perspectives on the Summer Season

Retailers See Reasons for Optimism

From beach stores to zoo gift shops, there is reason to be optimistic for a strong sales season as more of the country reopens and business rebounds in 2021.

At Stash gift shop in the central California beach town of Cambria, Calif., Operations Manager Monica Casas related that the store’s location should make the upcoming summer season positive in terms of selling gifts and souvenirs. “We are positioned in a quiet, more remote community, and the trend has been for people to get away to places like that, where they can enjoy the scenic views and routes in less crowded places. “I have noticed that a lot when I talk to people in the shop. They like the area, that’s why they chose to come here, and because of that, I predict this season will be better than last, and people will also be looking for the kinds of unique items our shop offers.”

She said best-sellers to be “easy, packaged, readyto-go items that are locally made. Those have a lot of appeal, whether it is a handmade scarf or key chain or small-batch chocolate, those are the kinds of items people are looking to get at this time. They are looking for something that has a bigger impact on the community, something that directly supports the small businesses and shops and makers.”

Currently, Casas said, “One of our best-sellers is an artisan, locally-made chocolate from Cellia Chocolatier in San Louis Obispo. In items not related to food, I would say locally made, scented candles at the moment. People like to add them to their home to help them relax and feel good while reminding them of their visit here.”

The 800-square-foot shop has made some changes during the pandemic that were positive and will continue. “We started offering a local delivery within a 35mile radius and within the town which has been very popular and easy to access online. We will continue that as it reaches the local community, and we have seen a lot of good results from it.”

Heading south to the beach community of La Jolla, near San Diego, Phillip No , owner of La Jolla Outpost, is also looking forward to a more robust summer season. “My opinion is that once everyone is vaccinated, in June and July, we will be up to at least 80% of where we were pre-COVID 19. I think it will be more domestic visitors than foreign, however.”

In terms of upcoming top-sellers at his 1,200-squarefoot shop, he said, “You don’t really know until the

Continued on page 28

Wildlife Safari’s Shar Howell, a gift shop employee, photographed with animal art. The store’s supervisor said she sees stuffed animals as continuing to be big sellers for the operation.

Retailer Perspectives

Retailer Perspectives (From page 26)

end of spring what is going to be on top. Last year it was power chokers and in 2019 it was Hydro flasks. I don’t see either coming back. Right now, bracelets, stickers, and high-waisted jeans do well, as do crop tops with hoodies. Yes, your belly button is showing and [yes] you have a hood, but it fits with the climate here. All of these are California made.”

For No, the pandemic changes he will keep involve increased sanitation from front desk cleaning to bathrooms; and doing “more online promoting. We also use third-party sites like Groupon, and are our pushing our website more, trying to activate people to buy online. Those will continue. We’ll also continue doing more employee outreach, getting to know our employees more. That’s been really positive for us in terms of connecting with our team members.

Zoo gift shops are already seeing a good upturn in business. According to Kim Sessions , director

of administration and gift shop buyer for the Austin Zoo in Austin, Texas, “We are 100% open in Texas. Our mask policy is in place, and people are really coming in. Our numbers are increasing already, and people are buying. We’re not seeing a drop in concessions and sales at all.”

At Wildlife Safari in Winston, Ore., Gift Shop Supervisor Crystal Banks explained, “We are about to set up our outside gift shop again for the summer and spring. That way people who don’t want to come inside, or if the store has reached our capacity – which is 25% in Oregon – they have another place to shop for gifts and souvenirs.”

Back in Austin, for Sessions, stuffed animals are the biggest merchandise seller at present. “Everyone likes to buy stuffies. They’re a staple of our sales. Also popular are the Bag of Rocks

Continued on page 30

James Emery. gift shop employee, of Wildlife Safari, photographed with jumbo plush. “We have a crazy amount of jumbo plush that is selling incredibly,” said Gift Shop Supervisor Crystal Banks. Banks said new emu plush is also expected to sell well.

Crystal Banks, gift shop supervisor, and Serina Preach, gift shop lead, of Wildlife Safari. A clothing line from the Mountain and from Ace products, and figurines of animals, all sell well for the store, Banks said.

Retailer Perspectives (From page 28)

we offer. During the pandemic, when no one could touch the rocks, they didn’t sell at all. But now that people can run their hands through that little kit of shiny objects, they’re doing well. We see both continuing through the summer.”

Banks also sees stuffed animals both now, and continuing to be, big sellers. “We have a crazy amount of jumbo plush that is selling incredibly. It will pick up even more when it’s available outside, families will see it last minute and just buy it for their kids. Besides that, we have our clothing line from the Mountain and from Ace products, and figurines of animals. The figurines are hard for me to keep in stock they do so well. Looking ahead, I’m excited about a new emu

plush that I think will fly off the shelves.” She added, “I am trying to expand the different types of plush animals we have to include both those animals that we have here at the park and other animals that we don’t have here.”

Pandemic changes? For Sessions, she doesn’t foresee things continuing. “My conservative buying habits to get through the pandemic will likely not continue. We really expect people to come back in a big way.”

For Banks, “Our main change is the addition of that outside gift shop. It did so well for us last year and we are going to continue that with high hopes for the same outcome of added sales, just like last year.” ❖

“ My opinion is that once everyone is vaccinated, in June and July, we will be up to at least 80% of where we were pre-COVID 19. I think it will be more domestic visitors than foreign, however.”

- Phillip No,La Jolla Outpost, La Jolla, Calif.

Wheeler Manufacturing Celebrates 75 Years and Announces the Retirement of Rob Wheeler

By Susan Mease

It’s rare to find a business celebrating its 75th anniversary (and possibly even more rare for a family business) but April 1 is the landmark date for Wheeler Manufacturing of Lemmon, S.D.

RB and Fran Wheeler both served in World War II, RB in the military and Fran with the FBI in Washington, D.C., and after the war bought a small jewelry shop behind a store on Main St. in Lemmon. Wheeler is now the largest jewelry wholesaler in the tourism and travel industries. Lemmon may be a bit off the beaten path, but the town and surrounding area have provided dedicated and loyal employees, about 100 currently, for all these years, including some who are third generation.

The first catalog was a post card and the company started with mostly mountings. Now they introduce about 500 new pieces of jewelry annually. They started a national sales force when few companies had this and still have lots of reps from the ‘70s and ‘80s with them. Travis Maier , named Vice President-Sales and Marketing in 2018, joined Wheeler in 2012 and said, “this is a rep-driven company. We take a service perspective. We love feedback from customers and the reps. At sales meetings, we use a ton

of time listening to the reps talking about product development ideas. We believe in a strong, quality sales force.” Sales reps are an integral part of how Wheeler does business. Throughout the United States and Canada, the sales reps visit all of their customers regularly – to help keep displays clean and up to date, write orders, and help manage inventory levels during peak and off-peak seasons. At the end of each season, the reps use data and analytics to evaluate each customer’s programs and make product recommendations for next season.

RB and Fran brought their sons, Brad and Rob Wheeler , into the business after they finished college and graduate school in the 1970s. Brad is the president and Rob has just retired as from the job Travis Maier has assumed, leaving, as Travis said, “incredibly big shoes to fill.” There’s a third generation in place as well. Lyndsey Wheeler, Rob’s daughter, is doing what he described as “really fantastic design stuff, an impressive looking name program Uniquely You with pendants and earrings.” The company added a new division about four years

Continued on page 32

Rob Wheeler.

Special Vendor Feature Section

ago called Black Hills Manufacturing with four retail stores and a manufacturing plant in Rapid City. Rob’s son Lucas Wheeler runs that. Rob pointed out that 2020 was the best year ever for that division and credited the state with advertising how safe the state was and encouraging camping and RVing. He fully expects 2021 to be even better. “We didn’t give up in COVID year; we came out with strong new additions and didn’t bury our heads in the sand.” Rob is looking forward to playing with his two granddaughters, fly fishing, and driving his tractor around.

Travis Maier pointed out that generational changes in the business have not represented seismic changes. “We’re a long-time successful company and we’ve got a good plan for the next 75 years. We’re always innovating and maintaining a successful history. Customers value that they know we’re going to be around. We have a quality product and, if there ever is a problem, customers know we’re going to take care of it.” There are about 10 different lines, but customers deal with one rep, one accounts receivable, etc. It’s one stop shopping, one transaction and one delivery. If there’s a new line, customers can try it out, risk free. Some of the customers are second and third generation as well.

The company is very data driven. They know what sells best in jewelry and that drives product development. They also manufacture their own displays, everything from small countertop displays to large, lighted displays with automatic rotation. Displays are designed for maximum production in a small footprint.

Rob Wheeler said he sees a “good looking future; we make everybody – the retailers, the reps, and the company – a lot of money. It’s family style.”

See Souvenirs, Gifts & Novelties (SGN) magazine for a big announcement from Wheeler Manufacturing around Labor Day. No hints.

(For more information, visit www.wheelerjewelry. com.) ❖

Travis Maier.

Brad Wheeler.

Wheeler Manufacturing (From page 31)

For 75 years, Wheeler Manufacturing Co., Inc. has been designing, producing and selling wholesale jewelry to the tourist, souvenir, and travel industries. As we celebrate this milestone, we fully acknowledge that it has all been made possible by our hard-working employees, professional sales reps, and – most importantly – our loyal customers.

We are truly grateful for our customers and business partners –past, present, and future. Thank you for making this all possible. And, we promise to not rest on our laurels but rather continue to focus on the recipe that got us this far: excellent customer service, careful business management, and innovative product development.

VENDOR FEATURE SECTION

For the Past 75 Years, It’s Always Christmas for Kurt S. Adler, Inc.

By Susan Mease

Christmas and Santa Claus are timeless, and Kurt S. Adler, Inc. has been helping to keep them that way for 75 years. A Jewish refugee from Nazi Germany, Adler served in the procurement department of the U.S. Army. After the war, he used the skills he had developed and began exporting goods to countries needing product after the war. As European economies improved and, recognizing the commercial possibilities of Christmas, Kurt changed directions and began importing glass ornaments from Czechoslovakia, hand-carved angels from his native Bavaria, and miniature lights from Italy. His artificial trees from Nuremberg looked so real a fire marshal demanded that they be removed from the Broadway showroom. Kurt had both good taste and foresight and realized that when customers ordered Christmas items, he would know the inventory required at a particular time instead of being subject to a customer’s whims: “I need 100 pineapples by next week.”

Kurt was early to recognize the possibilities of licensing and the company now holds over 80 licenses, from the obvious such as Disney to the less obvious such as the Rockettes. They also have a relationship with the famous Steinbach Nutcrackers, and Kurt S.

Continued on page 36

Kurt Adler’s current management team, left to right, Howard, Karen, and Clifford.

Special Vendor Feature Section

For the Past 75 Years (From page 34)

Adler, Inc. designs their limited editions. Kurt Adler now has over 7.000 SKUs and they change out about 40% every year. The internet has, of course, had an impact on the business. Interestingly, internet customers not only want what is new, but also want to continue to see the old, popular designs.

Kurt was fortunate that his children wanted to continue the business. Sons Howard and Clifford are co-presidents and daughter Karen is the CFO. Another son, Richard, is peripherally involved. Howard’s three children are now involved as well. Howard said, “We all get along really well but we also all have different areas of focus. We complement each other.”

The company is best known for ornaments and nutcrackers but also sells novelty lights, treetops, stockings, trees, nativity sets and everything else you can imagine for Christmas. It is a one-stop shop for Christmas. The second largest category of product is Halloween but that’s still only about 2% of the business. They also developed the Fabriché Santas, a line of fabric mache ornaments and table pieces. Other ornaments and décor are made of plastic, resin, decoupage, wood, metal, glass, or some combination. There are about 70 employees in the NYC office but there are showrooms around the country and a warehouse in New Jersey. Currently, the main manufacturing facilities are in China, Taiwan, Thailand, and the Philippines, however, product is sourced from another dozen countries as well.

Another growth area for the company is custom products – a business or organization wants an ornament specific to them. Greek letter organizations have been a new addition. Sometimes a business such as Hershey already has licensed products but also wants a custom product for its hotel or amusement park. Howard pointed out that a nice feature of the custom business is that those customers tend to return year after year.

Of course, Kurt S. Adler, Inc. has felt the impact of COVID. Retail was shut down and summer tourists who often visit Christmas shops at tourist destinations were way off. Ballet companies weren’t buying nutcrackers as they had no performances of “The Nutcracker.” Fortunately, the internet was extremely strong and made up some of the loss. So far in 2021, orders are pretty strong.

When asked if the company had special plans for the anniversary, Howard replied, “We’re working as hard as ever to keep it going.” With the third generation taking its place at Kurt Adler and, as Howard said, “knowing social media and the internet,” the future continues to look merry.

(For more information, visit www.kurtadler.com.)

The Kurt Adler family, left to right, Kurt, Clifford, and Howard, with Santa.

An Inspiring Story: A Look at Kerusso®

Since 1987 Kerusso® has been the leader in inspirational apparel, designing original faith-based T-shirts (ranging in size from Toddler to Plus Sizes), drinkware, accessories, gifts, and more. We believe if you change your shirt, you can change the world! Our quality apparel brands include our flagship brand Kerusso®, Cherished Girl®, Hold Fast®, grace & truth®, Kerusso® Kidz, and new Paws & Pray™ (pet accessories).

For this article, Souvenirs, Gifts & Novelties sought out insights into the company and its products:

Souvenirs, Gifts & Novelties (SGN): What is the primary appeal of Kerusso’s positive/inspirational message T-shirts?

Kerusso: Right now, customers are seeking meaning, hope, and inspiration like never before.

Kerusso brings trusted, proven, and inspirational products that help you and your customers share the Good News with the world around you.

Inspirational apparel offers a way for the wearer to share what’s important to them, without directly engaging the people around them. It lets the average Joe or Josephine be a {socially distant} social influencer at home, at work, at school, and as they go about their lives.

SGN: Why are positive/inspirational messages so important during this time?

Kerusso: These past few years, we’ve witnessed a rise in division among friends, neighbors, and countrymen in the United States and other nations. We aren’t always sure how to bridge the divide and encourage peace and harmony, but many of us hold these values dear and want to contribute to a happier, healthier, more positive community spirit.

Sharing an encouraging inspirational message on a T-shirt, keychain, cap, or tumbler is easy. In order to share a hope-filled message, you can simply get dressed. Put on a necklace or cap. Carry a water bottle. Take your dog for a walk. You can share the Good News or say something positive — without uttering a word.

SGN: How do you deliver the best customer service to your retail partners?

Kerusso: Our retail partners and customers deserve the best. A major highlight from Kerusso is our ZERO-RISK Apparel Exchange Program, which allows retailers to exchange non-promotional and non-seasonal apparel after they have tried it for 90 days in their store. Maybe that particular design doesn’t work — so, you can exchange it for a different design. Here is a list of some of the benefits of working with Kerusso.

• Zero-Risk Product Exchange Program

Our short-sleeve T-shirts, socks, and caps are 100% exchangeable. (Does not include seasonal or promotional apparel.)

• Free shipping on product orders over $300!

• All T-shirts ship folded, size-stripped, and ready to sell!

• Flexible Payment Plans

• Dropship Program

• Merchandising/Display Solutions

We also have internal Customer Care Partners that work with accounts to make sure your needs are met. Retail partners can order through one of our sales reps, talk to one of our customer care partners, or order through our wholesale site online! We offer a variety of options to meet your needs.

Another Kerusso highlight: we like to share! Kerusso keeps retail partners up to date on which merchandise is moving the sales needle on a monthly basis. Our goal is to sell products to retailers that will fly off the shelves, consistently contributing to their bottom line. We gather and distribute top sellers sales data to Field Reps and Retail Partners on a monthly basis to ensure wholesale customers make informed decisions on the top-selling apparel designs in each line.

We don’t do guesswork. Our team makes recommendations based on real-time sales data, making sure our retail partners maximize every dollar spent

Continued on page 38

Special Vendor Feature Section

An Inspiring Story (From page 37)

on Kerusso inventory, and every inch of their sales floor.

We support quality products with award-winning displays that meet practical needs for retail stores with a minimal display footprint and maximum product display space, as we know that every square foot needs to contribute meaningfully to the bottom line.

SGN: Why are T-shirts such a good-selling apparel category currently?

Kerusso: Color. Cut. Comfort. Breathability. Cool casual style. The humble T-shirt is beloved across the socioeconomic spectrum and by all ages of Americans, and the versatility of this breathable casual garment makes it easy to understand why almost everyone we know owns and wears T-shirts.

With more and more people working from home and doing more activities at home, the T-shirts have been a “go-to” garment that can be casual, or even dressed up with a blazer or piece of jewelry to head out for a meeting or dinner at a restaurant.

Since T-shirts are popular sellers year-round and sales really heat up as the weather gets warmer, especially as we go into our second Summer during a pandemic, Kerusso Tees stay on top of the latest fashions, creating looks inspired by the classics, as well as the latest trends, in our original inspirational T-shirts. Tshirts are a staple of the modern wardrobe, and it’s difficult to imagine a time when everyone’s closet wasn’t populated with this beloved favorite garment.

SGN: Do you have any special offers or programs for retailers? For example, do you offer free or discounted displays?

Absolutely! As mentioned, we have several different programs

• Zero-Risk Product Exchange Program

• Our short-sleeve T-shirts, socks, and caps are 100% exchangeable. (Does not include seasonal or promotional apparel.)

• Free shipping on product orders over $300!

• All T-shirts ship folded, size-stripped, and ready to sell!

• Flexible Payment Plans

• Dropship Program

• Merchandising/Display Solutions

To assist in merchandising, Kerusso offers several branded displays, as mentioned. The cost of displays is offset with product. Retailers especially enjoy Kerusso and associated brand’s large inventory and quick shipping.

Specifically, regarding our Merchandising Solutions, we offer:

• Minimal display footprint;

• Maximum product display space;

• All displays are sturdy wood construction;

• Apparel displays come with 10 T-shirt design cubbies or 20 T-shirt design cubbies;

• Retailer has eight apparel displays to choose to fit their store and there is an accessory display that is four-sided, as well;

• Attractive spinning displays with branded signage;

• Proven sales results;

• All apparel arrives folded, size-stripped, and ready to sell;

• Cost of display is offset with products;

• Ninety-nine dollar shipping cap on apparel displays;

• And, $49 shipping cap on accessory display.

Check with your sales rep or get on the Kerusso email list to stay on top of monthly specials!

Ordering Highlights

There is no ordering minimum. However, if you order $300+, you will receive FREE SHIPPING all day, every day. Retailers can buy the sizes they need, as there is no minimum per design. Kerusso offers special discounts throughout the year, as well as show specials at trade shows! The company will be exhibiting at several shows, including the Dallas Total Home & Gift in June 2021, Atlanta Market and the Philadelphia Gift Show, both in July 2021, and more.

SGN: What are the company’s future plans in terms of the development of new product lines?

Kerusso: Our Paws & Pray Collection of original pet products is brand new to Kerusso. Unleash your faith with Paws & Pray Pet Accessories! Offering leashes, two different sizes of collars, and waste bag dispensers in eight different designs as well as waste bag refills and collapsible bowls, these pet accessories are an easy impulse option near the register.

Inspirational Paws & Pray Pet Accessories appeal to shoppers who love their faithful furry friends. Take advantage of this lucrative category by offering the charming Pet Accessories your customers seek. Customers don’t need a reason to buy something special for Fido or Fifi. ☺

(For more information, visit www.wholesale. kerusso.com or call 800-424-0943.) ❖

VENDOR FEATURE SECTION

Pennybandz Now Offers the Penny Journal®

Pennybandz has unveiled the Penny Journal®, the Ultimate Pressed Penny Collector book. Unlike any pressed penny book….ever. The Journal holds 146 coins and has a 72-page built-in journal to track your memories and your pressed pennies. It is covered in a high quality, vegan leather with an elastic band to keep your pennies safe. It comes in seven colors, with more colors available this Spring.

With a built-in zipper pocket to store extra change, the Penny Journal is also expandable to fit two additional penny-holding insert pages which will hold 128 more pressed pennies! The Penny Journal, the new vegan leather Trifold collector book, new Pennypalz, and refreshed colors for the classic original wristbands, are all ready to ship.

All Pennybandz products are exclusively sold by Pennybandz, and are no longer selling through distributors. Ordering is easy on the company’s wholesale-only website, www.pennybandzwholesale.com. Retailers can also call 972-989-3867, or email albert@pennybandz. com, to place an order. Let’s all get back to living the adventure in 2021, and pressing pennies along the way. (For additional information, circle 38 on the reader service card.) ❖

NEWS BRIEFS

Aurora World Announces the Successful Launch of Its Eco Nation Mid-Year Collection

There Is High Demand for This 100% Recycled Premium Plush Line

Aurora World has announced the launch of the mid-year extension of its 100% recycled plush line “Eco Nation.” The Eco Nation collection is made from 100% recycled materials.

“Our Eco Nation plush line, made from 100% recycled materials, has received a strong retail sell-through with products flying off the shelves and is becoming increasing popular with consumers. Hence, we released Eco Nation’s Mid-Year collection sooner,” said Michael Kessler, senior vice president of sales and marketing. “With the entire product line engineered from 100% recycled materials, from fabric and fill to hangtags and displays, Eco Nation is a

comprehensive plush program promoting sustainability with each of its elements. We are proud to be contributing towards making our planet a greener and safer place to live.”

The Mid-Year extension of Eco Nation highlights a new category – Farm. In addition to the 24 original SKUs that include wildlife, aquatic, and woodland categories, the ecoconscious customers can now witness 20 new SKUs, extensions in original categories, plus new farm animals.

Eco Nation utilizes fabric and fiber fills made from 100% recycled PET (Polyethylene Terephthalate) or plastic bottles, and features embroidered eyes instead of plastic. ❖

The Penny Journal® from Pennybandz holds 146 coins and has a 72-page built in journal.

Trends Report

The Current Apparel Picture at a Selection of Seaside Stores

After 11 years in the Texas coastal resort of Galveston, retailer Kim Cherryhomes had her best holiday season ever in 2020.

But it hasn’t been an easy year overall for Cherryhomes, who owns Tangerine Boutique. “I’m open seven days a week right now, and I’m doing it all myself. I don’t have a staff,” the retailer admitted. When the pandemic hit, “I had to rethink everything.”

Cherryhomes spoke to SGN in midMarch, when Texas relaxed pandemic restrictions, including ending the statewide mask mandate. Masks are still required inside Tangerine, which led to what Cherryhomes called “some ugly moments” the first day. But most clients — eager to shop the unique selection in person — either masked up or availed themselves of free masks that Cherryhomes keeps at the register.

“I’ve had great sales, because people aren’t traveling are far, so we’re getting a lot of area tourists,” said the retailer, whose store is located on a historic block. Weekends were busy during the holidays and beyond; with spring break in view, Galveston shops were re-opening for an early, busy summer season. “A lot of people are working remotely and realizing, ‘I don’t have to live in Houston!’ So it’s a wild housing market around here — and tons of people are just waiting to shop.”

But even as life returns to normal, there is little demand for the cocktail dresses once popular with Southern women. Instead, Tangerine sells lots of “comfy clothes and flowy dresses,” Cherryhomes said. Luxe basics from the Natalie Martin collection, a customer favorite, “fly out of the store” despite three-figure price tags.

Loungewear has also boosted sales at

Continued on page 44

Store Manager Donna Mitchell of Bestswimwear in Hermosa Beach, Calif., photographed with bathing suits. “Animal prints always do very well, and are quite stable in swimwear,” she said.

Latitude Cape May, in the Jersey Shore resort of the same name. “That’s been my biggest seller this season,” affirmed Owner Carolyn Young . “People aren’t buying full wardrobe clothing anymore; they don’t have anywhere to go.”

Instead, weekenders are popping in for cozy sweaters and trendy tie-dye. Knitwear from Hello Mello perfectly fits the pandemic mood, with cozy loungewear styles and hygienic pouch packaging. “There’s also a lot of mixed media in clothing right now — maybe an animal print collar on a floral shirt,” Young noted.

Latitude was getting so much off-season business that by March, the store was planning longer hours and opening fitting rooms that were previously closed. “With less traffic overall, we can control it better,” Young said.

Finefolk, a boutique in Kansas City, Kan., recently returned to its regular hours. But Owner Leslie Fraly will continue to order offer private shopping by appointment. “It’s a bit more intimate, and that’s nice for customers,” she explained. “They feel like they have the store all to themselves.”

This approach fits with what Fraly has observed as a more thoughtful post-pandemic shopping experience. “I notice people are more intentional about how they spend their money,” Fraly observed. “They’re happy to support local businesses, and they

Where Are Sock and Footwear Sales Headed? Why?

Socks are a strong category at coastal boutiques around the country. During the pandemic, novelty styles are flying off shelves at Latitude Cape May, a store in the New Jersey town of the same name. “They’re just really cozy, and especially while people are mostly at home, they sell for me all year round,” said Owner Carolyn Young, who is constantly re-ordering.

Hosiery generally is also a top accessory category for Finefolk in Kansas City, Kan. “Right now, I have a beautiful Swedish line,” said Owner Leslie Fraly

In contrast, shoes are a mixed picture, with casual, beachy styles often an easier sell than formal footwear. Popular flip-flop brands like Havaianas are year-round

favorites at Bestswimwear in Hermosa Beach, Calif.

Flip-flops and slides are also the best-selling styles at Tangerine Boutique, an upscale store in Galveston, Texas. But Owner Kim Cherryhomes has reduced the amount of floor space she devotes to footwear. “Shoes are expensive, and they’re harder to sell than some other things,” she explained. Formal styles usually require that patrons spend significant time trying on before purchasing — considering not only whether a shoe fits and looks good, but whether it will be comfortable.

“Meanwhile, with a $40 T-shirt, people will just grab several of those,” Cherryhomes said. ❖

A view of the sales floor at Bestswimwear. The store offers curbside pickup, but the manager said shoppers “just love to come in and try things on in person.”

appreciate hearing the stories behind the designers we carry. They want to know where the leather and alpaca are sourced.”

This season’s apparel best-sellers emphasize comfort and ease. “If they’re buying a blazer, maybe they want it a little oversized,” explained Fraly. “They want pants with elastic waists.”

In Southern California, shopping patterns are returning to normal. General Manager Donna Mitchell said that except for masks and a curbside pickup option, little has changed at Bestswimwear, a Hermosa Beach boutique. Especially for bathing suits, “people just love to come in and try things on in person,” she said.

One-piece and triangle style suits continue to sell well, and Bestswimwear sees renewed demand for two-piece styles, especially with a high-cut leg. “Animal prints always do very well, and are quite stable in swimwear,” said Mitchell. A spring highlight was the launch of Bestswimwear’s exclusive line in collaboration with B. Swim.

All the styles at Cami and Jax Swimwear are designed by Camille and Jackie Brady, sisters who own the Santa Monica swimwear boutique. As spring break approached in mid-March, Camille Brady said both one-and-two-piece styles had been selling briskly. “We have several pieces that we bring back year after year, and they always perform well,” she said.

Swimwear is seasonal, with most sales between March and October. “This year we’ve scaled back a little bit, because we’re not certain about what’s going to happen,” said Brady, alluding to the pandemic. “But I think this summer is going to be great.”

The store is open to the public and by appointment. With reduced in-store capacity, “we’re able to be with them for the time that they need,” Brady noted. “And after this past year, our online presence is stronger, which is really good for us.” ❖

What Are Your Fashion Accessory Best-Sellers and Why?

Accessories “are very seasonal,” said Leslie Fraly, owner at Finefolk in Kansas City, Kan., where scarves and hats sell well in cold weather.

In Hermosa Beach, Calif., the weather determines whether cover-ups or sunglasses sell better at Bestswimwear. Sales of socks skyrocket during cooler months, while cover-ups generally sell alongside bathing suits starting in spring. “Jewelry is really consistent. It’s a nice little pick-me-up. We sell a lot of sweet, simple necklaces,” said General Manager Donna Mitchell

Cover-ups are also the top-selling accessory category at the Cami and Jax Swimwear Boutique in Santa Monica. Owner Camille Brady said robes, sarongs, and other styles are all popular.

Pandemic quarantine drove down demand for bags and jewelry last year at Latitude Cape May, a store in the New Jersey town of the same name. But Owner Carolyn Young sees bags recovering as more Americans venture out in 2021. Masks are still strong, along with hand sanitizer that clips onto a handbag.

Leather bags are a favorite of out-and-about patrons at Tangerine Boutique in Galveston, Texas, said Owner Kim Cherryhomes But with plenty still cocooning at home, a $400 fur-lined blanket from India was a winter best-seller. And Cherryhomes said jewelry remains a strong category at every price point. ❖

An exterior view of the Bestswimwear store. While jewelry sells consistently, the weather can determine which other types of accessories are selling at this Hermosa Beach, Calif., shop.

Selling the Basics

Top-selling T-shirts, Sweatshirts, and Hats

By Carimé Lane

T-shirts, sweatshirts, and hats are staple souvenirs for visitors at zoos and aquariums. For this article, we interviewed five zoo and aquarium shop personnel about their best-sellers in this area, along with the pandemic-driven changes they’ve made to operations.

Currently, the best-selling shirt at Cameron Park Zoo in Waco, Texas, is a recreation of a cute map the zoo hands out to guests printed on the back of a Comfort Colors T-shirt, said Michele Schulz, guest services manager and buyer. Comfort Colors T-shirts are a hit, in particular with younger generations and college-aged kids.

“Anything on a Comfort Colors T-shirt is a best-selling T-shirt,” Schulz said.

Bright and tie died color schemes have been the second best-selling colors in both T-shirts and sweatshirts lately. Entire families have purchased tie died apparel so they all match, Schulz said.

Last spring, Schulz moved operations outdoors. Now, they’ve been back indoors for quite some time and are adhering to COVID safety and guest capacity protocols in the 3,400-square-foot gift shop. Schulz plans to keep up with the sanitization protocols post-pandemic.

Despite the pandemic, they’re doing very well, said Schulz, and are going “full steam ahead,” fully stocked and ready for Spring Break.

The Birch Aquarium is located at Scripp’s Institution of Oceanography (SIO) at the University of California San Diego. Since re-opening in October, their top-selling T-shirts have been those with SIO branding, said Store Director Emily Decenso .

Other popular shirts include those logoed or co-branded with SIO and the Aquarium.

The hoodies with this logo sold out almost immediately. Both students

Continued on page 50

Alex Hulgan, head sales lead, and Emily Decenso, store director, of The Birch Aquarium, photographed with apparel. Students and staff shop the store for apparel with the Oceanography program’s logo.

Apparel

Selling the Basics (From page 48)

and staff are in store shopping specifically for these products since they’re the only store that carries the Oceanography program’s logo, Decenso said.

“Even our regular guests and members seem to be drawn to these pieces of apparel – the Institute is extremely well respected,” Decenso said.

Blue is the most popular color for T-shirts and sweatshirts at Birch.

“It’s fitting because our location overlooks the bright beautiful blue that is the Pacific Ocean. Blue is also one of the staple colors for both the Birch Aquarium and SIO,” Decenso said.

Birch currently follows a strict safety protocol to keep guests, team members, and their living ocean life residents healthy, Decenso said.

“We plan to keep these practices in place for the foreseeable future, until it is safe to remove these added precautions, said Decenso. “The safety of our team members and guests is always our number one priority.”

At The St. Louis Aquarium at Union Station in

A selection of popular T-shirt designs at the Birch Aquarium. Blue is the most popular T-shirt color at the store.

Guest Services Manager Michele Schulz of the Cameron Park Zoo in Waco, Texas. “Anything on a Comfort Colors T-shirt is a best-selling T-shirt,” Schulz said.

Guest Experience Associate Zach Daniels, of the St. Louis Aquarium at Union Station, wearing a grey aquarium hoodie. Hoodies are popular year-round at the attraction, according to the merchandise manager.

St. Louis, Mo., Buyer and Union Station Merchandise Manager Chris Pittman said hoodies are popular year-round.

“People are always looking for a comfortable hoodie they can throw on and wear anytime,” Pittman said.

Their Henley hoodies, a lighter hoodie with their logo displayed on the front and rainbow-colored hoodie strings, are their most popular hoodie. Heavier hoodies, with a larger logo on the back and a small logo on the chest also sell very well. Their best-selling T-shirt is a simple circular aquarium logo design in dark grey heather.

Pittman recently started to purchase bright, fun colors in apparel.

“Bright, fun colors have been really well received recently, Continued on page 52

What Are Your Top-Selling Hats? Why?

For female guests at Cameron Park Zoo in Waco, Texas, the top-selling hat is currently a name-dropped animal print ponytail hat. Animal print is always trending, remarked Guest Services Manager and Buyer Michele Schulz. Men love their flat bill or trucker hats with a leather patch embellished with their logo, Schulz said.

Baseball caps branded with the Birch Aquarium and the SIO sell best at The Birch Aquarium at the University of California San Diego, according to store Director Emily Decenso.

“The cap’s laid back style reflects our sunny La Jolla location and beachy lifestyle, making them a favorite among local and visiting guests,” Decenso said.

The St. Louis Aquarium at Union Station in St. Louis, Mo., stocks several styles of hats, but the most popular are Dad caps for both men and women. They offer

these in red, light blue and green. The letters ‘STL’ are emblazoned on the front of the cap in a wavy pattern, and their logo is on the back.

“People are really proud of St. Louis and where they come from,” said Buyer and Union Station Merchandise Manager Chris Pittman. “So anytime we get the opportunity to feature the St. Louis flag or ‘STL’ in general, people really enjoy that.”

At the Audubon Nature Institute, Gift Show Manager Diana Clark said ball caps are their best-sellers. They’re a classic that every age and gender can make use of, and wear as a souvenir.

Mark Girardy, store manager and buyer at The National Mississippi River Museum and Aquarium in Dubuque, Iowa, said that this year, a new hat was the favorite at Mississippi River. It was a customdesigned hat featuring an otter, the favorite animal at the facility. It

was also the most budget friendly hat they stocked.

“Guests have enjoyed getting out and supporting organizations,” said Girardy. “And having a little [bit of a] lower price point helped.”

Branded baseball caps that reflect the attraction’s sunny La Jolla location sell best at The Birch Aquarium at the University of California San Diego, according to store’s director.

Associate Jered Willis of the St. Louis Aquarium at Union Station in St. Louis, Mo. Henley hoodies with colorful strings, such as the one Willis is wearing, are the most popular hoodie for the attraction.

Selling the Basics (From page 51)

especially with the pandemic,” Pittman said.

Early last year, the store opened a website featuring the more popular items at the store so customers could browse from home.

And, in their almost 4,000-square-foot store, Pittman focuses on making the shopping experience easier while one-on-one interactions are limited due to distancing protocols.

Pittman ensures that prices and signage are clear and readily seen. He also reorganized the store to make locations of items intuitive to guests. For instance, popular items like plush are displayed just outside the exit door, and adult apparel is located a little further inside. He also purchased merchandise – like the hoodies with rainbow colored hood strings – that pop from a distance.

Pittman added that almost 65 % of his merchandise is sourced from local businesses (minority, women-owned, and so on) in St. Louis.

“You’re supporting local business when you shop with us,” Pittman said.

Diana Clark , gift shop manager at the Audubon Nature Institute, said the zoo has a large member base. So, top-selling T-shirts are a toss-up between conservation shirts, where the vendor gives a portion of their sales to conservation and T-shirts featuring local themes, like the mythical Rougarou, white gator and pelican.

The facility mainly sells sweatshirts when there’s a spike in cold weather. This year, because Mardi Gras was cancelled, they chose to support local Mardi Gras artists by carrying sweatshirts the artists designed. These ended

Sweatshirts

Continued on page 54

Emily Decenso, store director, photographed with merchandise at The Birch Aquarium, which is located at Scripp’s Institution of Oceanography (SIO), University of California San Diego. Since re-opening in October, branded SIO T-shirts are top-selling for the store.

on display at The National Mississippi River Museum and Aquarium. A budget-friendly hoodie with a simple logo gives guests a great opportunity for a quality sweatshirt.

Colorful Birch Aquarium children’s T-shirts. Birch currently follows a strict safety protocol to keep guests, team members, and their living ocean life residents healthy.

Hats, and in the background, T-shirts, at The National Mississippi River Museum and Aquarium. Sales at the attraction’s four retail locations, two of which are seasonal, were a bit lower last year than in previous years, but were stronger than expected given the pandemic, the store’s manager and buyer said.

Sunglasses

American Style Sunglasses offers Color Coded Categories: Red, White and Blue Action, Fashion and Cool. All $9.99 retail. Earn high profit margins with quality assortments your customers will love.

(For more information, visit www.americanstylesunglasses.com, call 844-426-7895, or circle 03 on the reader service card.)

Selling the Basics (From page 52)

up being their best-selling sweatshirts of the season. Blue is the most popular color for T-shirts and sweatshirts. It’s bright, and works well for all genders and ages, Clark explained.

Due to the pandemic, the store thinned out the number of fixtures on the floor to allow for more space in their two zoo gift shop locations totalling 5,000-square-feet and two aquarium locations totaling 2,000-square-feet. Clark sees this change becoming permanent post-pandemic.

Mark Girardy , store manager and buyer at The National Mississippi River Museum and Aquarium in Dubuque, Iowa, said the top-selling T-shirt this year for them was a “returning favorite.” The T-shirt features vibrant neon writing paired with soft, bright background colors. Sweatshirt-wise, their best-seller was a budget friendly hoodie.

Mark Girardy, store manager and buyer, The National Mississippi River Museum Aquarium, Dubuque, Iowa, photographed with a T-shirt display. A T-shirt with vibrant neon writing paired with soft, bright, background colors is a returning favorite this year, Girardy said.

“We didn’t overthink it with just our simple logo” said Girardy. “But it gave guests a great opportunity to get a quality sweatshirt, while staying within a price they could afford this year.”

While bright colors took the lead this year, Girardy noted that perennial favorites like navy and grey still performed well.

Their annual sales, at approximately $500,000 last year between four shop locations (two of which are seasonal), was stronger than expected given the pandemic, but still a bit lower than previous years, Girardy reported.

Like Clark, Girardy also removed some floor displays to facilitate social distancing. This presented an opportunity to declutter and give guests more breathing room to shop the store.

“Going forward, we plan to be more aware of how we balance product and space,” Girardy said. ❖

Apparel Product News Brief NB

Jewelry, Accessories, and Beachwear Is Available from Lotus and Luna

Lotus and Luna is an ethically hand-crafted accessories, jewelry, and beachwear brand that supports artisan villages in Northern Thailand. Offering a strong social impact message, beautiful packaging, and highquality materials, Lotus and Luna is a perfect fit for the trendy and socially conscious shoppers of today. We’d love to work with you!

(For more information, email Sales@lotusandluna. com, call 805-216-2441, visit www.lotusandluna.com, or circle 25 on the reader service card.) Accessories,

from Lotus

are a perfect fit for shoppers looking for quality merchandise with a conscious.

Of the Cameron Park Zoo, from left to right: Retail Sales Coordinator Ashlea Oliver; Zoo Retail Assistant Justice Mantooth; and Guest Services Manager Michele Schulz. Bright and tie died color schemes sell well at the store.

jewelry, and beachwear

and Luna

Changing Jewelry Trends

The Retail Picture at Pharmacies and Gift Shops

By Sara Karnish

Prescriptions and medical supplies are everyday necessities for many customers. But in the gift section of pharmacies and gift stores, sales in some categories have seen a decline. Jewelry, for instance, is not the tried-and-true category it once was. There is no question customers’ buying habits changed in 2020. Customers simply aren’t going out like they were even a year ago, which has impacted retail sales.

“The best time in jewelry sales was when women wore more of what we call ‘statement necklaces,’ ” said Gaye Flener , owner/buyer at the empty nest at Pharmacy Express in Glasgow, Ky. “When the trend went toward more simple gold and silver understated pieces, we noticed a decline in sales. They just aren’t shopping for that one piece that accents their outfit. They put on their simple necklace or a pair of statement earrings and go. Of course, this year, no one has really been able to dress up and go anywhere, so I think that has definitely affected sales. We adjusted our purchasing to the pandemic so our stock is not what it would normally be at this time of year.”

Flener said jewelry was once her biggest seller, but the category faced more competition as she expanded her space and added more gifts and other accessories. “Jewelry with sentiments printed on it has been a really good seller for us. Earrings are a big seller for us as well. We have to watch our price points. We try to keep them between $12-$25, with some handmade styles running a little more. We are always looking for ways to promote women who have their own small jewelrymaking businesses. They make unique pieces, and our customer can have something special. I am also drawn to companies with a mission, meaning they give opportunities to women in other places to craft jewelry.”

Diane Wolf , gift buyer at Sloan’s Pharmacy and Gift Shop, with their main location in Manheim, Pa., and four locations in Central Pennsylvania, said part of her job is to meet with representatives from their various vendors and choose products that appeal to a wide

Card Staffer Mandi Arnold of Sloan Pharmacy and Gift Shop. Less costly jewelry sells well to the store’s customer base.

range of customers. “Because of this buying style, there is no one main line of jewelry that we carry. There are several lines that we display in our stores and those lines can change seasonally. Some of the lines we do carry are Charlie Paige, Jane Marie, Noelle, Center Court, Mary Square, 2Chic and more. Because our customers vary from store to store and can be different ages, vocations, and interests, we periodically introduce new and different styles—some trendy and some traditional,” she explained. Because pharmacies are such a fixture in the community, many strive to stock merchandise that shows local pride.

Jamaica Standiford , owner/pharmacist at Reedsport Pharmacy in Reedsport, Ore., said she carries jewelry made by and representative of the community whenever she can. “We have [jewelry] from local artisans, costume jewelry, to sterling silver. We try to have a variety, as our customers come from many backgrounds. We do well with sterling silver—Tiger Mountain specifically—and anything nautical, as we are located on the Oregon Coast and get many tourists, especially in the spring and summer.” Standiford noted the gift sales were down overall for a few months, but started picking up during the holiday season. “People are getting into the holiday spirit and have begun to shop. I think they are looking for anything to signal the end of the year 2020.”

Local artisans and vendors also have a prominent place in the jewelry inventory at Sweetwater Paper and Home in Walla Walla, Wash. “We sell earrings—

both at $19.95 retail, and others, up to $60, handmade local and regional; necklaces—various vendors, mostly Homart, and bracelets—wrap beaded ones from Scout (also makes a necklace) and other bracelets from Scout. Also, beaded glass and stone stretch ones from various vendors,” said Owner Robin Consani She added, “messages, boho, and handmade” are some of the biggest trends she’s noticed. She pointed out that placing the jewelry directly in front of the register has had a positive impact on sales, as customers will look through the selection while waiting in line and often add on an item. When selecting merchandise for the gift shop, buyers are sensitive to price.

“Because we’re a pharmacy and not a boutique, customers seem to look for a lower price point; therefore we sell less costly jewelry and not precious gems,” Wolf explained. “Customers will look for a nice, inexpensive gift while waiting for their prescription or impulse buy something that is convenient if it is not too pricey. At a boutique, people will spend a little more as they buy more intentionally. So we try to merchandise within a lower price range.” Many of 2020s jewelry trends didn’t get to fully materialize as customers were dressing up less because of staying home. But overall, there have been some new patterns. “Spinner and rhinestone rings populate our shelves at the moment. We have introduced stax bracelets, but they sell individually just as well. We did have some earthstone and bead necklaces/bracelets to which you could apply

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Both trendy and traditional jewelry types are offered at Sloan’s Pharmacy and Gift Shop locations. Shown is Pharmacy Tech Gloria High with a merchandise display.

A display of bracelets and earrings at Sweetwater Paper and Home. Placing jewelry in front of the register has a positive impact on sales, one of the owners said.

essential oils and they have been somewhat popular,” Wolf said. “Earrings come in all different styles and we continually try different things and carry multiple designs. The leather feather shaped cut-outs were trending for a bit. Bigger costume style is generally not too popular. We have had some lightweight silver shimmery earrings that sell well, and your traditional posts are always acceptable.” Trends differ from one area to another. “We are in a rural area, so I’m not sure what is popular here is necessarily trending. We have seen interest in the faux leather-style earrings,” Standiford said.

Display is key for catching and keeping customers’ attention, especially for items like jewelry. “We merchandise in sections and have most of the jewelry together so people can peruse and choose easily,” Wolf said. “Most jewelry is displayed on the felt neck forms/busts or bracelet displays. We do place a few things near the register where space is available.” Wearing the items is also a top selling tip. “I

Creating a Climate of Service: Top Jewelry-Selling Tips

Customer service is a major factor in bringing in new and repeat business. Associates strike a careful balance between being helpful and being viewed as “pushy.” In most instances, the best approach is to simply ask the customer if they need help but take a step back if the customer is satisfied to browse and choose items on their own.

Diane Wolf, gift buyer at Sloan’s Pharmacy and Gift Shop, a Pennsylvania business with several locations, said one of the defining traits of their stores is their long-standing presence as a family-owned, community-based business. “Our customer care is rated highly, and because of that people continue to come and shop. When you can get good, quick, friendly, informative service, you tend to frequent those places. We offer free gift bags and

tissue paper with purchase and provide boxes for our jewelry. We are happy to help our customers in any way we can. If something breaks, we replace it or refund the customer’s money. If you are looking for something specific or multiples of something, we will try to accommodate you if at all possible.”

She added that Sloan’s holds an annual Customer Appreciation Week, offering free snacks and holding gift giveaways to thank customers for their patronage.

Associates should be visible, but not hover near the customer. This is one of Jamaica Standiford’s most important customer service tips. Standiford is the owner and pharmacist at Reedsport Pharmacy in Reedsport, Ore. “Always offer assis-

tance when people are looking at jewelry. Stay close by so the customer doesn’t have to search you out.” And to make the shopping experience as quick and easy as possible for customers, Reedsport also offers free gift wrapping. ❖

Changing Jewelry Trends (From page 57)

Pharmacy Tech Kaila Bombgardner of Sloan’s Pharmacy and Gift Shop, which has a main location in Manheim, Pa., and four other locations in Central Pennsylvania, photographed with merchandise. The store carries several jewelry lines.

Gift Buyer Diane Wolf of Sloan Pharmacy and Gift Shop in Pennsylvania. “We are happy to help our customers in any way we can,” Wolf said.

allow and encourage our associates to ‘model’ the necklaces,” Standiford said. “We have sold many after people see the jewelry on. They comment about the necklace they are wearing and get excited when they find out they can purchase the same one.”

Flener shared this philosophy. “I have sold more than one necklace right off my neck just because it helped [a customer] visualize what it would look like with an outfit! We have tried a variety of options for displaying jewelry. You just have to change it up and move it around.” In-

store methods are most effective, but as customers shift their buying to essentials and utilizing methods like curbside pickup and delivery to obtain them, stores are getting less foot traffic. Retailers are turning to other marketing methods to promote the gift merchandise. Social media, they agreed, has been invaluable. “We have continued to highlight individual items at our drive thru windows. We have a Facebook presence, so we advertise specials there or have periodic giveaways for followers who comment on FB. We have a customer loyalty program. People earn gift cards based on a percentage of their gift/over the counter purchases,” Wolf said.

Flener said, “Social media has played a big role in us getting to show what we have to offer. We do not have an online ordering presence, so we depend on Facebook and Instagram to showcase our products. We miss our customers as interacting with them personally is what we like best!” ❖

Owners Robin Consani and Michael Dolan of Sweetwater Paper and Home in Walla Walla, Wash. Local artisans and vendors have a prominent place in the store’s jewelry inventory.

Maritime Museum Report Trends in Jewelry and Nautical Gifts

By Karen Appold

They say that there’s much treasure to be found under the sea, including gold and silver. After touring a historic ship or museum dedicated to naval history, guests are often drawn to the gift shop to find their own treasures. So what glimmering treasures are all the rage at maritime museum shops these days?

In the jewelry category, Maureen Wolf , museum store buyer and manager at The Custom House Maritime Museum in Newburyport, Mass., said sterling silver earrings and necklaces by Lita Seaglass Jewelry made with real sea glass from beaches in New England, across the United States, and internationally, fly off the shelves. “Customers love that they are locally made in New Bedford and are intrigued when they learn that many other shops sell manmade sea glass that is not naturally found,” she said. These items sell in the $35 to $70 price range, which is a sweet spot for visitors looking for gifts.

White cotton sailor knot bracelets from Moby Dick Specialties in Fairhaven, Mass., are also a hit. “We buy them in bulk and they’re very popular with kids and teens,” Wolf said. These inexpensive mementos are a classic gift that reflect shipbuilding and maritime history.

Guests are also drawn to whimsical and classic earrings on beautiful cards by Semaki and Bird in Eastford, Conn., Wolf said. Best-sellers are sterling silver and 14k gold vermeil nautical and sea life earrings.

Kali Ellis , gift shop manager at Ocean Star Offshore Drilling Rig Museum in Galveston, Texas, has also found that shoppers are attracted to earrings made with sea glass from the ocean. Sea Star Earrings by Del Mundo fit this bill. Each pair is unique.

The VivaLife Be Kind to All Kinds bracelets

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Maureen Wolf, museum store buyer and manager, The Custom House Maritime Museum in Newburyport, Mass. Guests are drawn to whimsical and classic earrings on beautiful cards by Semaki and Bird in Eastford, Conn., Wolf said.

Jewelry Report

are also a hit for Ellis. The bracelet is intended to be worn as a daily reminder to protect the environment on land and sea. The braided bracelet comes in many different colors and charm varieties. They are popular because they can be worn at any age and support the environment, she said.

The one-of-a-kind Glow in the Dark Jellyfish Necklace by Dynasty Gallery which features a handblown glass jellyfish inside are unique and fun, Ellis said. Customers are drawn to them because the jellyfish are so lifelike.

Michael Gendreau , store director of the USS Constitution Museum in Boston Mass., said his shop carries a line of jewelry crafted by Pastore Associates which is made from reclaimed copper from the USS Constitution during its refurbishment. Current top-selling items are bracelet cuffs with a variety of designs (plain, hammered, and scroll design), earrings (the ship silhouette and anchors are the top two sellers), and the copper nail ring.

Heather Behrens , operations and store manager at Santa Barbara Maritime Museum in Santa Barbara, Calif., said wishbone silk string necklaces by Jennifer

White cotton sailor knot bracelets from Moby Dick Specialties in Fairhaven, Mass., are a hit for The Custom House Maritime Museum.

Gift Shop Manager Kali Ellis of the Ocean Star Offshore Drilling Rig Museum in Galveston, Texas. Shoppers are attracted to earrings made with sea glass from the ocean, Ellis said.

Maritime Museum Report (From page 60)

Shon of Los Angeles sell well among all age groups. They come on a card with the quote, “Wish upon this charm as you put this necklace on. When the thread wears out, believe your wish will come true.”

Lovebirds Jewelry by a local artist are also best sellers. The earrings feature various sea creatures and Czech glass, Behrens said. Each piece is unique. A stretchy mermaid bracelet also sells well because mermaids are popular.

Top-Selling Nautical Gifts

In addition to jewelry, nautical-themed gifts are also all the rage at maritime museum shops. For Wolf, Custom House Maritime Museum etched slate roof tiles fly off the shelves of the 350-square-foot shop. “What began as a fundraising effort when our roof was being replaced in 2019 has turned into a great sales item both in store and online,” she said.

The shop sells historic roof slate cheese boards, trivets, and coasters/coaster sets engraved with famous Newburyport ships featuring the museum’s logo and maritime themes. One of these ships is the USS Massachusetts, which was built in Newburyport as a revenue cutter and was the first ship to launch the United

States Coast Guard. “We are proud to repurpose and recycle old roof slates into items for personal use and as gifts,” Wolf said. Killorglin Creations/Merrimack Engraving located in Andover, Mass., is the engraver. Items range from $8 to $40.

Redware pottery by Steinhagen Pottery are another best-seller. Owners Erich and Janice Steinhagen of

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The one-of-a-kind Glow in the Dark Jellyfish Necklace by Dynasty Gallery is available at the Ocean Star Offshore Drilling Rig Museum.The necklace is shown here with earrings.

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Griswold, Conn., reproduce traditional colonial pitchers, steins, jewelry, plates, and more. The shop has sold and shipped its pottery as far away as England and Ireland. Products range from $12 to $39.

Wolf reported that Miscellany Brass and other items from Moby Dick Specialties of Fairhaven, Mass., including brass telescopes, compasses, door knockers, brass plaques, pillows, and decorative items are also popular gifts. The shop garners $14,000 annually.

For Ellis, hand-blown glass sharks and dolphins in unique colors by Dynasty Gallery are popular gifts because it’s fun to watch them glow. Ganz’s Good Luck Sea Turtle Charms are pocketsized impulse items that are supposed to bring good luck.

Capiz Shell Boxes by Kubla Craft come in many different sizes and feature different nautical artwork such as turtles, sea birds, sharks, and dolphins. They are popular for gift giving because you can place a secondary gift inside of them, Ellis said.

Gendreau’s shop sells American Heritage Pens made with wood reclaimed from the USS Constitution during its refurbishment. The most popular is the Classic Slimline, followed by the Americana Rollerball and Americana Ballpoint.

One of Gendreau’s best-selling items overall is limitededition copper medallions made from copper sheathing that was removed from “Old Ironsides” during refurbishment. An eagle depicts the iconic Marshall Johnson painting on the front and a replication of an officer’s decorative button from the museum’s collection on the back. The Hercules features a rendering of the ship as seen in the circa 1803 painting by Michele Felice Corné on the front and an artist’s concept of the ship’s original figurehead, a full-length statue of Hercules.

Selling in the Current Climate

So what can a shopkeeper do to increase sales amid the pandemic? Since Ocean Star Museum is located in a tropical and humid climate most of the year, Ellis aims to make the gift shop light and airy with lots of cool colors like blue tones to make it more inviting inside the shop than outside in the heat.

Gendreau said the key to boosting sales is attention

Maritime Museum Report (From page 63)

Michael Gendreau, store director, USS Constitution Museum in Boston, Mass. The store carries jewelry crafted by Pastore Associates made from reclaimed copper from the USS Constitution during its refurbishment.

A VivaLife Be Kind to All Kinds bracelet By World End Imports. The bracelets are a hit at the Ocean Star Offshore Drilling Rig Museum.

to safety and sanitation. “When we’re open, we constantly clean,” he said. “We keep our collection of pens made with the ship’s wood in a glass case. When we take them out for a guest to handle, we quickly wipe them down with a disinfectant wipe and again when we return it to the case.”

The gift shop at the Custom House Maritime Museum has a flattering mirror in great lighting to show customers what jewelry items will look like when worn. “Since we live and operate in a tourist driven city, we strive to offer merchandise that customers won’t find in other gift shops in Newburyport,” Wolf said. “I visit all of the wonderful shops here and know their wholesalers.”

The Pandemic’s Impact

With COVID-19 taking a toll for over a year now, some museum gift shops have had to make changes to their operations. Wolf had to cut the shop’s hours from six days per week to four. The store is open despite limited tours. An online store was created for visitors who come in, call, or email for orders.

Ellis’ 816-square-foot shop reduced the

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Pastore Associates copper bracelet cuffs like these, with hammered, plain, and scroll designs, are available at the USS Constitution Museum.

Good Luck Sea Turtle charms from the gift store inventory at the Ocean Star Offshore Drilling Rig Museum.

amount of time it’s open to five days a week from 10 a.m. to 5 p.m. It increased its online presence and has had many mail orders during the pandemic to help sustain sales.

The USS Constitution Museum shop reopened last summer and fall but closed again in November. During that period, it transitioned the museum store to a forced exit model and limited the number of guests.

As of early March 2021, the 1,500-square-foot shop is still closed, so it’s focused on online sales, Gendreau said. The shop has expanded its presence on digital platforms, such as the web, email marketing, and social media.

When it reopens Gendreau said they plan to keep it a forced exit store and will continue to offer virtual sales and promotions.

Behrens’ 700-square-foot shop has increased its online presence. In January 2021 it added 84 items to its online store. Pre-COVID, its annual sales were $59,799. In 2020, the shop was open four months and sales were $11,603. ❖

Ship’s models on display at The Custom House Maritime Museum.

Maritime Museum Report (From page 65)

Trends in Best-Selling Licensed Merchandise at Sports Museum Stores

By Carimé Lane

Sports museum stores have been standing strong amid the pandemic. We spoke to four stores about their licensed merchandise, purchasing and display tips. We also asked them about how they’re navigating the pandemic.

Camille Cacas, retail manager at the California Surf Museum, said her best-selling licensed items are anything decorated with the 1966 Endless Summer movie poster.

“The movie has reached so many viewers, even those that live in the Midwest landlocked states,” said Cacas. “The poster is immediately recognizable.”

Items with the Endless Summer movie motif include paper and metal posters, coasters, mugs, and lunchboxes.

Bethany Hamilton items are another hot licensed item at the shop. Hamilton is the famous surfer whose arm was taken by a shark in Hawaii, and inspiration for the movie 2011 Soul Surfer. Hamilton’s family lent the board she was on during the shark incident in Hawaii to display at the museum, and the shop sells her sandals, books, and magnets.

When Cacas first started at the shop, they were selling surf shop merchandise, like wax and wall racks. She brought in higher quality merchandise - like reproductions of Woody’s and VWs - and more logoed items that suited a museum store and catered to the majority of the visitors who weren’t surfers, but were interested in the culture of surfing.

At The Olympic Museum (TOM) in Lausanne, Switzerland, the best-selling licensed product is a key chain. The key chain features the word ‘Lausanne’ (the city where the museum is located and the IOC headquarters are based), a silhouette of the modern founder of the Olympics, Pierre de Coubertin, the emblem of the museum, and the Olympic flame. Virginie Morin , shop manager, said that 3,000 units of these were sold in 2019.

“It’s very successful because it combines all of the elements of the Olympic experience here at the Olympic Museum,” she said.

The second best-seller is a white swim cap with the word ‘Splash’ printed in colorful lettering on one side, with the French equivalent ‘Plouf’ on the other. Morin often sees swimmers wearing the cap on the nearby Lake Geneva. Wristbands for kids are the next best-selling licensed product at TOM. The wristbands

Gavin Snider, director of operations, Texas Surf Museum in Corpus Christi. Iconic Pat Magee T-shirts sell well to both the new crowd and the old, Snider said. Magee owned the Pat Magee Surf Shop in Port Aransas from 1969 to 2005.

Trends in Best-Selling (From page 67)

are emblazoned with the Olympic values (excellence, friendship and respect), and cost 5 francs, to make them affordable for the many children who visit the museum.

The shop’s best-selling licenced collections are the mid-priced Heritage brand, and the new Olympic brand, for which the items are more technically-crafted and sports-related.

Morin will test non-Olympic branded products and observe the sales figures to ensure she’s catering to her demographic. She also observes how people interact with the product in store to determine whether it’ll be a hit or miss with customers. When it’s a hit, this empirical method will trigger the development of the product with the most fitting Olympic brand.

When there is no product available to perform a test like this, Morin works with a special matrix that gathers multiple criteria as to their target audience. This criteria includes product characteristics such as price, category, positioning, and so on. Then, she’ll make a decision on whether to carry the product based on how many of those criteria have been checked.

After the pandemic lockdown, the Texas Surf Museum in Corpus Christi introduced a new exhibit featuring Pat Magee , the owner of the Pat Magee Surf Shop in Port Aransas from 1969 to 2005.

The shop sells some rare and collectible items that Pat Magee accumulated over the years, along with Pat Magee T-Shirts.

“His merchandise was a major success for years, so re-introducing

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What Is Your Top Merchandise Display Tip?

The key for displaying merchandise at the Texas Surf Museum in Corpus Christi, is making the displays “social media ready,” said Director of Operations Gavin Snider. “Our social media really drives crowds to our establishment and we want their expectation to become reality.”

Snider emphasized that, even though their mission is to educate visitors on Texas surfing history, that doesn’t mean their retail area has to be outdated. Their designer, Cecile Gottlich, has updated the museum to a modern standard through, among other things, using a color palette that makes merchandise pop and bringing the shop to life with bright green plants.

Cacas finds theming displays helps to sell merchandise. For example, her VW display includes replicas of VW vans, T-shirts and books. At the Ty Cobb Museum in Royston, Ga., Manager Leah McCall said they rearrange the store often to keep it looking refreshed.

At Switzerland’s Olympic Museum TOM Shop, Shop Manager Virginie Morin observes the rule of three facings, which means she takes one item and displays it three different ways.

She favors modular furnishings with multiple levels that fit the shop’s aesthetic to display items and signage. She hangs signs on the furniture resembling finishing lines to indicate where items are located. These signs may be

labeled The Japan Corner or The Swiss-made Corner, for instance. Many tourists look for specifics, including Swiss-made items, so these eye-catching signage makes items easy to find.

When it comes to furniture, Morin believes that it is not the product that must adapt to the furniture, but the furniture that must be adapted to the product. She’ll sketch a display area out before the furniture is selected. Then, she’ll purchase, or have furniture made, based on that sketch.

As for breakable items like mugs, Morin inserts plexiglass fixtures into the furniture, so customers can still observe the product. ❖

The entrance to The Home Plate Gift Shop at the Ty Cobb Museum in Royston, Ga. Licensed product best-sellers include bobbleheads, baseball cards and T-shirts, according to the manager.

Licensed Merchandise

Trends in Best-Selling (From page 68)

these iconic T-shirts has really brought in the new crowd and the old,” said Gavin Snider , director of operations.

It’s not hard to order merchandise for the store, said Snider, being that they’re a museum dedicated to surfing in Texas, and most people know what to expect. So, they look for anything involving surfboards, cowboys, waves, or items combining surfing with Texas.

“We carry designs that were common back in the 1970s through the 1990s that really ‘speak’ to the older generation, but also carry designs that are in style today,” Snider said.

Leah McCall , manager at the 200-square-foot Ty Cobb Museum in Royston, Ga., said their best-selling licensed merchandise items are Ty Cobb Bobblehead, Ty Cobb baseball cards, and Georgia Peach T-shirts. ❖

How Has Your Attraction Changed Because of The Pandemic?

After the museum had been closed for some time, Retail Manager Camille Cacas wrote to the county health officer asking for permission to open the store portion of the California Surf Museum, since the store is located at the front of the museum. Permission was granted, and now plenty of foot traffic comes through the

In addition, Cacas has displayed more of the shop’s merchandise online, especially unique logoed items.

The Ty Cobb Museum in Royston, Ga., was completely closed from March to October 2020. In October, they began to use a reservation system. McCall reported that the system works well. Using the reservation times has helped to limit the number of guests in the facility. Rebuilding their website and online store www.tycobbmuseum. org has also been a very helpful tool for sales, McCall said.

overhauled their website, texassurfmuseum.org, with the help of Molly Pierce Design, Snider said. The site enables those at home to order merchandise and support the museum through online donations.

store on sunny days, which has been helpful, Cacas said. They also reduced the fixtures in their 850-square-foot shop by about 20% to accommodate for distancing requirements.

Director of Operations Gavin Snider said the Texas Surf Museum in Corpus Christi, Texas, was “hit hard,” just as other small businesses and non-profit organizations were. They’ve since bounced back, he said, while adhering to state safety regulations and rules.

The Texas Surf Museum also

The TOM Shop at the Olympic Museum in Switzerland decided to update their online store in October 2019, not having foreseen the onset of the pandemic. This paradigm shift pushed Morin to consider the museum shop from a different angle. Considering that the TOM shop is not just a place to go, but an extension of the Olympic experience, they are working on solutions to keep their products available to fans should a lockdown, for instance, happen again.

Despite the pandemic, the 3,000-square-foot TOM Shop has done well. Even before that, annual sales figures were steadily growing, as, over the last 10 years under Shop Manager Virginie Morin’s direction, the shop doubled its turnover. ❖

A view of the sales floor at The Ty Cobb Museum in Royston, Ga. The museum was closed from March to October 2020. In October, they began using a reservation system to limit the number of guests in the facility.

Lizzy Lomax, sales associate and historian, the Texas Surf Museum. Items featuring surf boards, cowboys, and waves all sell well at the store, according to the director of operations.

ZOOS AND AQUARIUMS

Best-Selling Name-Dropped Gifts and Souvenirs at Zoos and Aquariums

By Sara Karnish

When it comes to gifts and souvenirs at venues like zoos and aquariums, name-dropped items are among the consistently strong sellers. From clothing to keychains, plush toys to porcelain figurines, consumers of all ages are drawn to items bearing the name of the venue. It’s a simple way for visitors to purchase a tangible memory of a special visit. “We take people’s memories from the zoo and build them into something you can take home,” said Jamie Sheard, guest services manager at Elmwood Park Zoo in Norristown, Pa. She added there is almost always overlap in the zoo’s events and what items are selling well in their 1,400-square-foot gift shop. “We like to feature items that we can really connect to the guest experience,” she added.

Visitors intentionally seek out name-dropped items, but not every item works in this category. “We try to name-drop as much as possible,” said Joan Hummel , gift shop manager at Akron Zoo in Akron, Ohio. “If it is visually appealing to namedrop an item, we take a look at it. Vendors can help, too—creating proofs for you to review so it’s easy to visualize how a finished item will look.” Hummel added that the best-selling name-dropped items in the 3,600-square-foot retail shop are “apparel and drinkware. We follow the trends and buy what will sell. Out of Hand Graphics is one of our apparel vendors; they do a great job with designs. Both apparel and drinkware lend themselves to great displays with the graphic qualities.” Over the past year, COVID-related items such as masks and other PPE were strong competitors with the longtime triedand-true best-sellers like apparel, magnets, and keychains. Anita Coogan , ZOOfari Outpost Gift Shop Manager at Central Florida Zoo and Botanical Gardens in Sanford, Fla., said, “At this time, our top-selling gifts are our custom Central Florida Zoo masks, stress toys, plush animals wearing Central Florida Zoo vests, and educational gifts like books, gemstones with educational cards, and puzzles. ” She added, “Magnets, postcards, shot glasses, mugs, and T-shirts are still highly desired amongst guests of different ages.”

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A wall of T-shirts at the Akron Zoo. “Display so the namedrop is visible, but other than that …make it look good and shoppable,” the gift store manager advised.

Zoos and Aquariums

Best-Selling Name-Dropped (From page 72)

Christina Rogato , director of operations at Electric City Aquarium and Reptile Den in Scranton, Pa., said their team does their best to add even more personalization to name-dropped items. “We sell tons of water and drip timers that are name-dropped, as well as magnets. I think magnets really appeal to everyone, and we have been focusing on using photos of our own animals instead of stock images. The timers are an affordable option that is not just another stuffed animal.”

Sheard said their best-sellers may change slightly from one season to the next, but they almost always reflect current zoo exhibits and special events. “Our top-selling name-dropped gift are our plush animals by Wild Republic wearing a hoodie embroidered with the zoo’s name,” she explained. “And the Zoo Brew Food Stand and Bar—that’s been one of our great successes, and something for the adults. It’s a bar inside the zoo, and they sell their own T-shirts which sell very well. And finally, we have a large cast-iron arch at the entrance to the zoo which everyone has to walk through

What’s Changed in What’s Selling Due to the Pandemic

The COVID-19 pandemic has posed countless challenges for retailers of all kinds. Despite a difficult business climate, zoo and aquarium retailers interviewed for this article said some positives did come out of the past year. Sheard noted, “We are seeing more sales. We’re at limited capacity, so we’re seeing fewer guests, although individual families are spending a little more when they visit the zoo. Obviously, mask sales are going up—we’re

selling them left and right. The plush and apparel are still selling at the same levels as they were in 2019.” Rogato also said, “We have seen a large increase in our sales from people coming through the gift shop. We have also seen a huge increase in our larger plush items selling, as well.”

Hummel said the pandemic-related items have been big sellers at the Akron Zoo, as well. “Masks, of course, are hot, and we have them name-dropped, as well as

shirts with fun social distancing messaging like ‘Llama Stay 6 Feet Away’,” she explained.

Coogan noted: “Our Central Florida Zoo masks are very popular, and stress toys and educational books seem to exceed your everyday souvenir item. Since the pandemic, we have seen an increase in parents buying educational and stress items, including plush, for their children first so they have something to entertain them at home.” ❖

Name-dropped bottles in neon colors from the inventory at the Akron Zoo in Ohio. Name-dropped drinkware is best-selling for the store.

Plush with name-dropped vests are best-sellers for the Central Florida Zoo and Botanical Gardens store.

to get in, and anything we put that arch on sells well. We get hand-carved wooden ornaments featuring the arch, and they are big sellers during the holiday season. In the warmer months, we have regular giraffe feedings [which visitors can watch], and we see such a spike in the giraffe plush.”

When it comes to displays and merchandising, zoo and aquarium retailers say maximizing available space is essential. These venues often feature kiosks or small pop-up shops carrying a limited selection of inventory throughout the property as an extension of the main shop. “Our shop is 700 square feet,” Coogan explained. “It’s a small but organized gift shop. The team keeps

Vests and Hats

Wildthings Snap-Ons is adding a khaki Adult Vest to its lineup. The company is also excited to add a pink Jr. Zookeeper Bucket Hat.

(For more information, visit www.wildthingstshirts.com, call 415-457-0112, or circle 57 on the reader service card.)

Vests, Hats, & T-Shirts In Stock

Anita Coogan, ZOOfari Outpost Gift Shop Manager, Central Florida Zoo and Botanical Gardens in Sanford, Fla. Coogan said top-sellers recently include magnets.

Zoos and Aquariums

Best-Selling Name-Dropped (From page 75)

things compartmentalized to make it easy for our guests to go in and out.” She added, “We categorize [items] throughout the store. If a guest asks for a specific item, we point in the direction of where they can find it. This also helps with social distancing. Smaller displays are better than large displays—an example of a smaller display would be one by the checkout counter.” Sheard added location and visibility are also key for merchandising. “We try to feature the name-dropped items at prime spots in the store. We have a table set up right in front of the register, and the name-dropped items are featured prominently.” Hummel added, “Display so the name-drop is visible, but other than that…make it look good and shoppable.”

Retailers continue to plan for the next season. Coogan is looking ahead at how her team can apply what they’ve learned during the pandemic, and life in general post-COVID. “I’m looking forward to attending trade shows and working directly with manufacturers again. We have virtual meetings on Zoom but I’m looking forward to having meetings in person. I’m also interested in understanding new ways of doing business.

buy what will sell.”

Showcase Product News Brief NB

Got Kids? Get This!

Hand Carved 1-1/2-inch-to-3-inch Arrowheads as low as $.18 each! Available in a Drum Display, FREE with your first qualified order. These Arrowheads are handchipped reproductions created from colorful Jasper, Black Obsidian or Mahogany Obsidian. From Silver Streak.

(See all display packages for Arrowheads at www. SilverStreakS.com. For more information, call 800-5269990 or circle 43 on the reader service card.)

Silver Streak has colorful arrowheads that are hand-chipped reproductions.

A colorful plush display at the Central Florida Zoo and Botanical gardens. In addition to plush, educational gifts such as books, gemstones, educational cards, and puzzles sell well for the store.

A T-shirt display at the Akron Zoo. The gift shop manager said when it comes to name-dropping merchandise such as apparel and drinkware, “We follow the trends and

I enjoy having the freedom to purchase items and create displays. One of my main goals is to focus on the guest experience with animals, so I search for product related to our animals. Since our guests can participate in giraffe feedings and rhino encounters, the products I purchase at our gift shop are related to those animals. So when guests go into the gift shop, they can pick out a souvenir to commemorate their day. A new item that we’re very excited about this year is our Penny Press, which is located in the gift shop. It was hand-painted by a Zoo staff member and features four of our animals on its sides—otter, giraffe, alligator, and rhino.”

Name-dropped items are consistently among zoo and aquarium retail shop’s biggest sellers. Through a combination of vendor suggestion, customer feedback, and sales history, retailers can choose from a wide selection of merchandise to bear the venue’s name. ❖

Showcase Product News Brief NB

Large, Hand-Carved Soapstone Animals

Soapstone animals from Silver Streak are approximately 2-1/2 inches each, and sold on assorted agate and sandstone bases. More than 25 different animals to choose from, including Prehistoric Animals, North American Mammals, Aquatic Animals, and more! Choose an individual animal type in packs of four, or buy an assortment. Get a FREE Stairstep Display with qualified order.

(See all Animal Sculpture Gifts at www.SilverStreakS.com. For more information, call 800-526-9990 or circle 43 on the reader service card.)

There are more than 25 different animals in the

Silver Streak soapstone animal line.

Volunteer Breah Ponds of the Central Florida Zoo and Botanical Gardens photographed with a penny press machine. All types of souvenirs sell well for the store.

Sales of Children’s Gifts and Toys at Toy Stores

Pokémon cards are white hot. LEGOs will always have fans. And fidget toys are in demand for kids bored at home during the pandemic.

Around the country, these items are in hot demand at toy retailers. But most independent stores survive in the age of Amazon by curating selections for their specific clienteles.

In Brooklyn, upscale parents see toys not only as playthings, but also as ways to express social conscience — and visually uplift shared spaces. “A lot of our pieces are as lovely as décor as they are to play with,” noted Avi Kravitz , owner of Norman & Jules, which straddles several Brooklyn neighborhoods popular with families. Kravitz’s patrons appreciate artisanal lines like Grimm’s and Sabo: “They’re different colors from the mainstream brands, and the natural wood and craftsmanship are appealing.”

Norman & Jules customers are typically adults who buy gifts that express their own sophisticated tastes. “You want to be the one who shows up with something pretty, and who supports a small business,” said Kravitz, adding that fair trade resonates as well. “I look for toys from small makers, with a cool, quirky character. Our makers know who’s doing the knitting or the embroidery, and that’s important to my customer.”

during the pandemic lockdown, have proven a strong category for Norman & Jules. Instead of the ubiquitous Ravensburger or Melissa & Doug, Kravitz stocks a more expensive line from Barcelona called Longdi. “The illustrations are beautiful, and they appeal to both children and adults,” he said.

“ …I look for toys from small makers, with a cool, quirky character. Our makers know who’s doing the knitting or the embroidery, and that’s important to my customer.”

- Avi Kravitz, Norman & Jules, Brooklyn, New York

Shoppers at The Toy Department in Fairfield, Ohio, are typically on the hunt for vintage collectibles. The store specializes in secondhand merchandise like vintage Atari games and G.I. Joe figurines. “It’s the comfort food theory,” explained Manager Kenny Koepnik , when asked whether patrons actually play with the merchandise or are simply collecting. “People are trapped at home, and they want to be surrounded by the things that make them feel good.”

Koepnik also thinks collectors are splurging on nostalgia — and driving up prices — because they’re unable to spend on the usual pastimes like concerts or a family outing to Chuck E. Cheese. Anything from Star Wars or Transformers is a best-seller at the store, with WWE, G.I. Joe and Super Nintendo also in demand. “And the market has just exploded on Pokémon cards,” Koepnik added. Demand is way up, and for Magic cards as well.”

Puzzles, a craze

Pokémon cards and classic brands like LEGO and Melissa & Doug have sustained Karen’s Toys through

Continued on page 80

Games, Playthings and Plush

Sales of Children’s (From page 78)

the worst of its 13 years in Encino, Calif. “We’ve focused on our bread and butter merchandise, and I didn’t stock as much this year,” said Ron Sclar , who owns the store with his wife, Karen. Business is down about 80 percent from before the pandemic, so the Sclars are focused on moving inventory.

Over the holidays, Mattel, Fisher-Price and Bruder trucks were bright spots. “Schliech dinosaur figurines are pretty hot right now,” Sclar noted. “And we had hundreds of Pokémon cards and they all sold out, even without much traffic this year.”

Sclar said arts and crafts are traditionally a strong category for the store as well. But striking the right inventory balance is tricky while shoppers are nervous and supply is uncertain. “If I had more foot traffic, I’d sell a lot of puzzles,” said Sclar. But he never got the chance: “I ordered a whole bunch from Ravensburger, and they never did come in.”

At Thinker Toys in Honolulu, social media drives trends like Pop Its silicone bubble toys, which have been featured on TikTok and YouTube. Manager Anita Lastimosa credits social media sites for the popularity of LOL dolls, fidget spinners and other current best-sellers. “Kids really do follow the

What Is Your Top Display Tip?

Make a Clean Scene: “Cleanliness and visibility. If we had things sitting around in bins, they wouldn’t sell as well as in a brightly lit display case. Things always do better when they’re clean and organized and you can see them.” — Kenny Koepnik, manager, The Toy Department, Fairfield, Ohio

Keep Facing Forward: “You want to front face as much as you can, though especially with

games, this can be challenging.” — Ron Sclar, owner, Karen’s Toys, Encino, California

Help Them Imagine the Fun at Home: “We have a very obvious aesthetic that appeals both to children and adults. It doesn’t hurt that if these toys are strewn around the kitchen the living room floor, they also look nice.” — Avi Kravitz, owner, Norman & Jules, Brooklyn

Let New Toys Shine: “Just have things out where people can see them. Anything new, we put right in the window.” — Anita Lastimosa, manager, Thinker Toys, Honolulu

Keep Changing: “We’ll do seasonal displays. Right now, it’s Easter. We’ll also cluster based on category — arts and crafts, building toys.” — Sandra Glichowski, owner, Blue Ridge Toys, Clayton, Ga. ❖

trends online, she said. “And then Pokémon cards — for some reason, that’s taking off again.”

Bruder trucks and monster trucks, especially for boys, have been in strong demand. “We’ve also sold a lot more arts and crafts during the pandemic, things kids can do at home,” Lastimosa added.

Sandra Glichowski , owner of Blue Ridge Toys in Clayton, Ga., isn’t surprised that fidget toys are hot. Fidgeting, she explained, is only natural for restless youngsters trapped in front of screens all day for remote learning. Rubik’s Cube and yo-yos are winners with that demographic, along with board games.

“They’re things that families can play while they’re all at home together,” Glichowski said. As the weather warmed up, Blue Ridge was also doing a brisk business in outdoor toys like hoppers, especially as gifts. “Anything they can do outside with a little sand and water,” Glichowski said. ❖

Plush and Toy Product News Brief

Fiesta Offers Scribbleez Plush

Fiesta Scribbleez plush for Easter and Spring is in stock and ready to add a pop of color to your plush and toy selection.

In this collection, Fiesta offers a one-of-a-kind pattern that was designed with fun in mind. These big-eyed, playful friends are in stock and shipping now.

(For more information, visit www.fiestatoy.com, email sales@ fiestatoy.com, circle 18 on the reader service card, or call 323581-9988.)

Fiesta Scribbleez plush for Easter and Spring is in stock and ready to add fun and a pop of color to your store.

Print Your Catalog in SGN for Selling Success

Getting Your Creative Juices Flowing Museum Store Staff Discuss Making Home Décor and Gift Displays

By Karen Appold

When creating home décor and gift displays, Ginger Newman Askew, events/museum store manager at the Historic Sotterley Museum Store in Hollywood, Md., aims to tell a story for the audience she wants to reach. “I try to produce vignettes that are not only attractive for visitors to look at, but also entice them to want to explore,” she said. “I hope our displays encourage guests to learn more, see more, smell more, or touch more, and hopefully, buy more.”

Additionally, Newman Askew said displays and the store itself must be neat, clean, and accessible to customers in order to ensure a positive shopping experience.

Kristen Kreider , director of retail and customer experience at the National Museum of American Jewish History Museum Store in Philadelphia, tries to create eye-catching, layered displays that are approachable and engaging. “We might group by a specific holiday, color, or subject matter, and incorporate merchandise that may not be within the exact theme of a display but appeal to the person viewing it,” she said. For example, a Justice Ruth Bader Ginsburg themed display may include books on other famous attorneys, opera (one of her passions), or Vote themed products. For home décor, displays imitate vignettes that might be found in a home such as wine glasses next to a cheeseboard and ice bucket, or a

Continued on page 86

A view of the gift store cash wrap area at the Toledo Museum of Art Store. Since the pandemic, patrons enter through a door in the back of the shop.

Display and Visual Merchandising Section

Getting Your Creative Juices (From page 84)

picture frame sitting next to a small stack of books. Laney Carey , museum store manager at The Museum Store in Oklahoma City, Okla., considers the season, the museum’s current exhibits, and what museum events are happening when creating displays. “Our goal is to sell merchandise that reminds guests of what they have seen,” she said.

Creating Eye-Catching Displays

When creating displays featuring home décor and gifts, designers have come to rely on processes that work well for them. Newman Askew starts by asking herself a series of questions. What do I want to highlight? Who is my audience? Do I have other items that will work with this particular item? What props or other items do we have that

Intuit Store Buyer and Merchandiser Julie Blake of the Intuit Store at the Center for Intuitive and Outsider Art in Chicago, Ill. To best protect guests and staff during the pandemic, the store has been closed to shoppers, and a QR code has been displayed that guests can use to access an illustrated checklist of merchandise. Museum personnel assist shoppers with their selections.

will be complementary? Where is the best spot for this display?

After Newman Askew has gathered all the stock items and display supports such as table cloths, bottles, leaves, risers, and so forth she lays out a focal point. Then she starts building the display, and adds on to it until it feels finished. She keeps in mind that odd numbers of things and triangle shapes are most appealing to view.

April Shaw , gift shop manager at Delta Blues Museum in Clarksdale, Miss., chooses one item to focus attention on as a starting point. She’ll make sure it stands out from the rest, and then adds more items to the display.

Carey, who has a degree in interior design, loves to make displays look eye-catching to draw

Continued on page 88

April

Show, gift shop manager, with, at left, Kenyon Smith, senior sales associate, the Delta Blues Museum in Clarksdale, Miss. Shaw said when creating a display, she chooses one item to focus attention on as a starting point.

Display and Visual Merchandising Section

visitors into the store, which has 3,500 square feet of selling space. There’s a large arbor in the front entrance and visitors are always drawn to see what is in the arbor.

The National Museum of American Jewish History Museum Store sells a lot of expensive and fragile ceremonial Jewish items and tabletop accessories, many of which are displayed behind

Who Gets to Create Displays?

ideas on how to display merchandise when buying it. She then has a team who helps turn her ideas into a reality. Many times staff come up with great display ideas also.

At the Historic Sotterley Museum Store in Hollywood, Md., Ginger Newman Askew, events/museum store manager, said the assistant store manager creates displays. She is supported by a team of sales associates.

As the gift shop manager at Delta Blues Museum in Clarksdale, Miss., April Shaw creates the displays or she works with staff members to create them. “I believe we work better as a team,” she said.

store consistent and accessible.

Heather Blankenship, retail operations manager at the Toledo Museum of Art Museum Store in Toledo, Ohio, has a small staff who are all trained on the style of displays created for the store. “We work as team and I ask for their thoughts and ideas,” she said. “But I believe there is a more cohesive look and flow to the store if directions come from one person. Otherwise, I have noticed that when multiple people create their own visions, the space tends to not appear as harmonious. In the end, the goal is to create a beautiful experience which patrons enjoy and aren’t confused by.”

For those with a creative edge, making eye-catching displays can be a rewarding part of the job. Oftentimes, input from other staff members can help to create even better displays.

Laney Carey, museum store manager at The Museum Store in Oklahoma City, Okla., said that as the buyer she often formulates

Kristen Kreider, director of retail and customer experience at the National Museum of American Jewish History Museum Store in Philadelphia, Pa., said she looks for candidates with merchandising experience and creativity when hiring. Generally, one person is responsible for displays, which helps to keep the overall feel and flow of the 1,200-square-foot

At The Intuit Store at the Center for Intuitive and Outsider Art in Chicago, Ill., Julie Blake, store buyer and merchandiser, works closely with the museum’s curatorial team to create striking displays. The walls of the Intuit Store are similar to the walls of the museum—everything tells a story. ❖

Delta Blues Museum Gift Shop Manager April Shaw. Shaw creates the displays at this Clarksdale, Miss., attraction, or collaborates with staff members. “I believe we work better as a team,” she said.

Individuals photographed with displays at the Toledo Museum of Art Store in Toledo, Ohio. The pandemic has changed the store’s traffic pattern.

glass—which can deter customers. “To draw their attention long enough for us to be able to recognize their interest and offer to open a showcase, we avoid showing all like-product together,” Kreider said. “Instead we group more by aesthetic, combining pieces used year-round with seasonal ceremonial items, secular pieces, and even books that help create dynamic displays.”

The Pandemic’s Impact COVID-19 has changed the way that some shops display home décor and gift merchandise. Shaw wraps up everything in plastic bags so neither staff nor shoppers can actually touch a

Handmade Stars from India Are Available from Lorab International

Lorab International has been designing and selling Handmade Stars from India for over 20 years.

Each Star is unique with wonderful patterns and colors to surely enhance wherever they are used, for gifts, displays, or a child’s room, each becomes a treasure that all love. The paper used is of the highest quality, and the colors inside each star make them unique and enchanting when lit.

The company prides itself on one-on-one communication with its customers, and have a very loyal and long-established following.

(For more information, call 800-747-0334, visit www.lorab.com, or circle 24 on the reader service card.)

Continued on page 90

RSN 01

People photographed looking at jewelry at the Toledo Museum of Art Store. Because of the pandemic, shoppers exit through the front door.

The Lorab booth at the 2019 ASD Market Show in Las Vegas, Nev.

A view of merchandise at a Lorab booth at the 2019 ASD Market Show in Las Vegas, Nev.

physical item. The shop’s website now has more online landing pages to display what the museum is currently promoting, so shoppers can order online.

To best protect guests and staff, Julie Blake , store buyer and merchandiser at The Intuit Store at the Center for Intuitive and Outsider Art in Chicago, Ill., said only museum personnel are allowed into the store. “We installed Plexiglas at the cash register and viewing areas and rearranged display cases so merchandise can be seen from the storefront,” she said. A QR code is displayed that guests can use to access an illustrated checklist of what’s in store. Intuit staff assist guests at the front counter, where they bring over items of interest. Smaller items are displayed by the cash register that serve as great add-on purchases and gifts. In a typical year, annual revenue is $35,000 at the

Stationery Product News

Leanin’ Tree Is Offering New Humor Cards

Lift a spirit with new light-hearted cards for birthdays, friendship, encouragement and other occasions. Leanin’ Tree cards are printed in the United States on recycled paper.

(For more information, call 800-525-0846, visit www.TradeLeaninTree.com, or circle 23 on the reader service card.)

Individuals photographed looking at a gift object at the Toledo Museum of Art Store. During the pandemic, signage has directed shoppers how to natvigate the 1,520-square-foot store, or to ask for help.

120-square-foot shop.

Heather Blankenship , retail operations manager at the Toledo Museum of Art Museum Store in Toledo, Ohio, said the pandemic changed the store’s traffic pattern. Patrons now enter through a door in the back of the store that was never previously opened and exit through the front door. Signage explains how to navigate the 1,520-square-foot store or ask for help.

Newman Askew no longer encourages customers to handle items they’re not planning to purchase, and she limits the number of people allowed in the store at one time. ❖

Showcase Product News

Souvenirs

Do you need custom/regional product fast? Souvenir Avanti’s Showcase Series can be designed and shipped in one week. Stock regional styles are also available. (For more information, call 800-265-2266, visit www.souveniravanti.com, or circle 45 on the reader service card.)

Showcase Product News Brief

SJT Enters a Licensing Agreement with Thomas Kinkade Studios

SJT has announced a licensing agreement with Thomas Kinkade Studios

Wood plaques, fridge magnets, and stone coasters featuring Kinkade’s artwork will be available Summer 2021. SJT will offer 7-inchby-10.5-inch and 10-inch-by-16-inch wood plaques, fridge magnets, and stone coasters. Plaques and coasters are made or printed in the USA. Floor display options will be available.

“Thomas Kinkade is the most collected artist of our time and soon SJT will have wood plaques, fridge magnets and coasters with his timeless artwork,” said SJT President Tim Smith. “His artwork is so well-known and respected, and our products are so affordable, there’s no doubt consumers will love the plaques, magnets and coasters. Best of all, all our products are USA-made or at least printed and packaged in the USA.”

(All of the items will be available this summer at www.ThousandsOfSigns.com. To view catalogs, visit www.SJTCatalogs.com. Learn more about SJT by watching the YouTube video: https://www.youtube.com/ watch?v=2AH2EgCMmbc&t=8s.)

Samples from the SJT line of Thomas Kinkade Studios licensed products. Kinkade’s artwork has generated billions of dollars in sales over the last 25-plus years. He is known as the “painter of light” and is world-renowned. An estimated 10 million collectors own some form of his art or at least one of his licensed products.

Focus on Signs

Decorative Signs as Part of the Display Picture at Gift and Hallmark Stores

Decorative signs point the way to sales success at gift and Hallmark stores when shops successfully use a variety of display techniques.

At Jan’s Hallmark Shop in Allen Park, Mich., Manager Shell Starman groups signs by type and also in fitting sections within the store’s inventory. “If a sign has something to do with mom, for example, I will hang it on the wall in our sign section with its type of sign, but I will also place it in any section of the store that has other items that fit in with the ‘mom’ theme. We crossmerchandise with signs that relate to a specific holiday or theme, such as Christmas signs with holiday items or mom-related signs with mom-themed items, or friends together types of things,” she explained. “We are constantly rotating them; the only signs that stay up all year are Wonderful Words sign items. Others change with the season or just to keep things fresh.” Starman offers another display tip as well. “Our Wonderful Words signs are about 2.5-feet long, so we will place signs with that kind of dimension on a rack. Those dimensions fit best there. Other signs we keep on shelves, or are crossmerchandised.”

“It really helps to cross-merchandise by theme. People are usually looking for something specific with signs, whether it’s to commemorate a birth of a child, or to celebrate fathers and camping, or what have you. The way we do it, you can find the signs among other gift and card ideas for that person or event.”

also have signs mixed into certain areas throughout the shop that are appropriate for placing them. For example, we have a baby section where we place baby signs; a spiritual area of the store where we will also place spiritual signs; an area for dad-related items, and we put dad signs there. In whatever category the signs fits, we have them mixed in those areas throughout the shop. Up front, we have a display wall with glass plates to hold the signs up, or we place signs on racks in that area.”

- Alora Taylor, Amy’s Hallmark Shop, Ridgeland, Miss.

She asserted that “It really helps to cross-merchandise by theme. People are usually looking for something specific with signs, whether it’s to commemorate a birth of a child, or to celebrate fathers and camping, or what have you. The way we do it, you can find the signs among other gift and card ideas for that person or event.” She said signs sell better with that type of placement.

In Ridgeland, Miss., Sales Leader Alora Taylor said that at Amy’s Hallmark Shop the store also uses a mix of cross-merchandising and separate areas to display signs. “All the signs are in the front of the store in one area. We

In the small but stylish beach town of Laguna Beach, Calif., Heidi Haneckow , manager of Aero gift shop groups decorative wall hangings such as starfish or artwork-type images within the collection or craftsmaker it comes from, and she also groups them by cross merchandising them throughout the store. “For example, I would place a framed star fish hanging with bath salts and books about the ocean,” she said. According to Haneckow, “Things are always changing but we do not presently have any text-based signs. We have wooden paddles, papier-mâché animal

Continued on page 94

Display and Visual Merchandising Section

Focus on Signs (From page 92)

heads, small wooden surfboards, and things like that. We change our display up a great deal to keep things looking fresh, and that’s my display tip, to move merchandise around throughout a store. If an item is moved, it might not sell well before the move, but once it is placed elsewhere in the store, people see it and are more interested in it there.”

Farther south in Dana Point, Calif., Manager Tyler Whittington and Owner Mark Hanson offer their display tips for signs at Gift Chateau. The pair make buying decisions for the store together, and both crossmerchandise and group signs by their makers.

“We put some signs in the windows, and we usually hang them if they require only one nail to do so. If they are horizonal and take two nails to maintain balance, we tend to put them on shelves, being sure to have them facing up so people can see them. It’s always best to display at eye level, but you can’t always do that, so you do the best you can with all types of

Best-Selling Signs

Best-selling decorative signs vary from humor to signs that fit the distinct locale in which a shop is located. At stores throughout the United States, managers, owners, and staff members for this article revealed their top sellers.

At Jan’s Hallmark Shop in Allen Park, Mich., Manager Shell Starman said, “We don’t have a ton of them, but the Hallmark Wonderful Words signs do well for us. They are long narrow signs that feature uplifting one-liners. Some are humorous, some religious, some are family-themed.”

In Ridgeland, Miss., Sales Leader Alora Taylor related that Amy’s Hallmark Shop does best with family-oriented signs. “Family holiday signs are the most popular

signs.”

Whittington said, “We group the signs together based primarily on the company that makes them or the feeling they convey, but if the best place to expose a sign is through crossmerchandising, or we have surplus merchandise, we crossmerchandise as well.”

One of the most important aspects when it comes to deciding on the signs to carry in the 1,300-square-foot store to begin with is the number of signs a company offers. “It’s important to make sure that a company offers a “good variety of statements, colors and sizes. Having one of anything just doesn’t sell, and that’s certainly true of signs. You want to have a good variety and a lot of them.” Color-themed areas are a good way to display signs as well, they attest. The shop often features a gradation of color in sign, ranging from teal to brighter blue as an example.

And, located in another California beach town, California Sea Shell Company in Seal Beach, displays

Continued on page 96

in general, and simple sayings like ‘My favorite people call me mom,’ or “Granny’s house is the best’ do great.”

Heidi Haneckow, manager of Aero gift shop in Laguna Beach, Calif., explained, “We have hanging decorative items rather than text signs at the moment. And things like a wooden star fish do well.”

But text-based signs are strong sellers in Dana Point, Calif., according to Manager Tyler Whittington and Owner Mark Hanson at Gift Chateau. “A combination of humor with a play on words does best. A single word sign isn’t typically the way we go anymore. I think it is all about connection,” they assert. “Things like ‘Eat, sleep, beach, repeat’

do well or amusing ones in the Primitives by Cathy line. The ones that sell the most are the funniest, signs that made people chuckle or describe a situation, like ‘Did I say that out loud?’ or ‘Let’s take a moment and be thankful spiders don’t fly,’ or ‘How long a minute is depends what side of the bathroom door it’s on. ‘Humor is the way to go or catchy phrases.”

Also in California at California Sea Shell Company in Seal Beach, Manager Rachel Robilotta said at this charming shop, “Some of our most popular signs say things like ‘Relax and Unwind’ or ‘Palm Trees and Ocean Breeze.’ Everything we carry in here is nautical or ocean-themed and that’s true of signs as well. Our location makes that theme popular.” ❖

Display and Visual Merchandising Section

Focus on Signs (From page 94)

signs throughout the store. Manager Rachel Robilotta said that the signs the shop stocks are displayed “everywhere” there’s room to show them attractively. The shop has a wide inventory of different types of signs. “We have some that we keep in racks of signs that are all one brand, but mostly they are all different and mixed in throughout the store. People have a fun time exploring every aisle here and all of the merchandise. Finding a sign they love mixed in with other items is part of the fun,” she explained. “The store is wellorganized, but honestly we have a lot for anyone to see in just one day, you almost have to come back to see everything we have. We are filled from floor to ceiling with items, including signs.” Robilotta’s top tip for sign display is to hang them. “Hanging works best because signs are most visible that way. Our walls are covered in signs, and we also have a specific wall set up for signs located in the back of the store.”

In Ridgeland, Miss., Sales Leader Alora Taylor said that at Amy’s Hallmark Shop the store also uses a mix of cross-merchandising and separate areas to display signs. “All the signs are in the front of the store in

one area. We also have signs mixed into certain areas throughout the shop that are appropriate for placing them. For example, we have a baby section where we place baby signs; a spiritual area of the store where we will also place spiritual signs; an area for dad-related items, and we put dad signs there. In whatever category the signs fit, we have them mixed in those areas throughout the shop. Up front, we have a display wall with glass plates to hold the signs up, or we place signs on racks in that area.”

In short, there are as many ways to display signs as there are types of signs at Hallmark stores and gift shops. ❖

Selling Practical Gifts

Displaying Soaps and Candles

Candles and soaps alike are scented favorites for gifts and home purchasing. But displaying these popular products well is the key to turn scent shoppers into buyers.

At Candle Delirium in West Hollywood, Calif., the shop’s Sales and Store Manager Brice Oates said he keeps things interesting in the 4,000-square-foot shop by changing the store’s full display by the season. “Periodically, we change by both scent and with décor that fits time of year, such as holiday decorations in the winter, and spring and summer flowers. Currently, we have beautiful quince branches in our window.” The shop carries luxury, high-end candles, such as Voluspa and Nest candles.

Displaying these candles is all about accessibility to samples for Oates’ airy store space. “We make sure there is a sample out of everything that comes into the store, and that customers can easily try the product. Most of the brands are purchased as gifts, so we put the candles on shelves by brand in a manner that’s easy for shoppers to find. Every customer is different, but having been in business for 17 years, we know how they tend to shop.” When it comes to soap, his sudsy scents are second in terms of quantity to candles, but are certainly not forgotten, and equally luxurious with brands such as Archipelago and Diptyque. “Candles are the main thing here, but we display our soaps and lotions in a separate bath and body section. For sampling, we use the lotions as our testers for scents.”

In Tucson, Ariz., at Rustic Candles, Sales Associate Alexis Ho , speaking for owner Monica Cota, related that the shop carries a variety of different soaps, salt scrubs, and bath bombs.

“We have everything that smells good or makes you smell good. We display our soaps similarly to our candles, but because our candles are handmade here, there are some differences. Our soaps are

Nancy Knorr, owner, Knorr Candles, Del Mar, Calif., photographed with gifts, and with a candle display in the background. Decorative floral arrangements and textured displays that are seasonal or themed are used to capture shoppers’ attention at the store.

Display and Visual Merchandising Section

also handmade, just not by us,” she added. In regard to the soaps the shop carries, Ho said, “One way we express their uniqueness is by positioning some of the elements the soaps contain near them in displays, for example flower parts, or coffee grounds, salt, sugar, whatever it is that the soap may contain. But we also categorize them, grouping as we do our candles, by type of scent, such as placing all floral scented items together. It all works to create interest.”

Turning to the shop’s candle selection, she noted, “Our pours have a somewhat rustic finish, as our name points out. They aren’t a smooth, single tone; they have color variations that make them look eclectic and interesting. And we stack them and layer them in our displays which makes them look even cooler on our shelves.” The store groups by scent types that go well together, she said. “We group floral, musky, masculine scents in the same family or we group complementary families of scents together. And that’s what we’d recommend others do, as well, because it encour-

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Plush and candles make a unique display at Knorr Candles. Candles are sometimes grouped by manufacturing lines at the store.

Display and Visual Merchandising Section

Selling Practical Gifts (From page 99)

ages customers to explore additional scents they may like.”

To make soap and candle displays even more interesting, Ho said, “We do thematic displays for the holidays, or for Day of the Dead with little skulls on sticks, things like that. We try to use different shapes and décor touches that go with the season for a little bit of flair.”

In Santa Monica, Calif., Anna Kovalyt , store manager at Stone Candles, also displays her soaps and candles separately. “With soaps, we have bars, crystals, and liquids, and we group those together both by type of soap product and by color. This works well for us because people can easily find what they want, and the displays are attractive.”

Kovalyt’s top display tip for candles is to use alphabetical order. “We have so many different scents, alphabetical grouping makes it easier to find them. We do also try to group candle vase type together, such as the taller ones and smallest ones together, because we use reclaimed bottles of all different types that works best. We also have displays that

reveal what the scents are through decorations like fall leaves or dried flowers, and we are intuitively creative with our signages that describe them.”

She said that using the natural elements that make up each candle scent helps to make displays more interesting.

At Knorr Candles in Del Mar, Calif., Owner Nancy Knorr offers candles made by her company as well as those made by outside manufacturers. Soaps are not made in-house. “We group soaps with candles if they fit into a theme for us, such as vanilla scented soaps and candles. But many of our candles are unscented beeswax.” For candle display, “We go by style and by color, and in regard to the candles we purchase from outside makers, we group sometimes by the manufacturing lines, or we just group them all thematically. Right now, we have an Easter theme where we group candles that fit with that theme in terms of color and other items such as a lovely picture frame. We often

Unique candles and a pet-themed sign at Knorr Candles. Many of the candles the store sells are the unscented beeswax variety.

Gifts in spring colors make a unique seasonal display at Knorr Candles. Thematic displays are often created at the store.

group items together, such as frames or soaps, combined with the candles that we manufacture and those that we purchase from other makers.” Other tips that she shares for display in her 3,500-squarefoot-store includes using decorative floral arrangements and textured displays that are seasonal or themed. “We really try to create a look that suggests something like ‘here is a beautiful candle that you’d want to see in your home grouped with these other items.’”

Carina Manz , buyer for Lucca Great Finds in Seattle, Wash., offers a variety of candles, many locally made. “We are currently getting in a lot of soy-based candles from multiple companies. We group by company, and size, because we often get multiple sizes in the same scent or line. But color plays a part, too.” For soaps, which are kept primarily in the Bath and Body Collection section of the shop, Manz groups in the same way, by size and color. “With both candles and soaps, I do pull a few pieces out to tell a story and cross merchandise with other store items

around a specific theme or holiday.” The store primarily keeps items within their own sections in the 1,000-square-foot space. “Our seasonal or themed displays will be at the front of the store. Recently we had a Valentine’s themed display in which I was crossmerchandising candles and soap with other gift items. We also do displays by season, such as summer and fall. With seasonal items in mind, we have a popular line of Sidney Hill candles that offer seasonal scents.”

From color to scent type to the elements they contain, shops use a wide variety of display techniques for their soaps and candles to enhance appeal and lift sales. ❖

Colorful candles on display at Knorr Candles. Owner Nancy Knorr offers candles made by her company as well as those made by outside manufacturers.

An eye-pleasing candle display at Knorr Candles. Candles are displayed by style and color at the store.

The Enduring Appeal of Edible Treats A Look at

Gourmet Snack and Candy Sales

By Hilary Danailova

If you’d told Christopher Curtin a year ago that virtual tastings would become a staple of Eclat Chocolate, his West Chester, Pa., shop, he wouldn’t have believed you. But when the pandemic hit, Curtin wanted to replicate the experience of sampling his upscale truffles, caramels and other confections. “I’m amazed how virtual tastings have really taken off,” he said this spring.

Eclat sends a nine-piece boxed assortment to each party, then schedules a Zoom call during which everybody chats on video while trying the shop’s bestselling caramels — featured in Vogue Magazine — or the truffles that Curtin said were a favorite of American chef Anthony Bourdain. “Tastings are a great way for families to get together virtually, or for companies to do corporate team building,” the chocolatier noted.

Virtual tastings are just one example of the creative strategies that have kept businesses humming. While fewer people have been shopping in person, gourmet retailers report overall strong demand; after all, eating well at home has been one of the few reliable pleasures during pandemic isolation.

“Every chocolate has a story behind it,” Curtin reflected. Having worked for years in Europe, Curtin blends modern methods with traditional, labor-intensive practices like making caramels in a giant copper kettle for depth of flavor. His best-selling Peruvian truffle, from beans harvested high in the Andes, “is pure simplicity — chocolate, cream and butter. It’s an upscale, elegant gift.”

Gifting at Eclat has increased dramatically during the pandemic, compensating somewhat for a drop in wholesale orders. Another popular gift is a two-flavor box of so-called “cubes” — squared-off chocolates in

flavors like caffe latte, roasted banana peanut, and bourbon pecan. “We’re very design forward,” said Curtin.

Year-over-year sales were up during the first quarter of 2021 at A Bit of Taste, a Seattle gourmet shop. “Our business is growing,” affirmed Owner Debe Franz “People have been eating at home more, and sales have a lot of items have jumped.” They’re also drinking at home: A Bit of Taste has sold lots of the herbs used in fancy cocktails.

When Franz took over the store two years ago, the only products were extra virgin olive oil and bal-

A popular-selling gift for Eclat Chocolate in West Chester, Pa., is a two-flavor box of so-called “cubes.” These squared-off chocolates are available in flavors such as caffe latte, roasted banana peanut, and bourbon pecan. Gifting has increased dramatically during the pandemic, according to the master chocolatier who owns the store. Photo by Brett Thomas Photography

Gourmet Section

samic vinegar from Italy; these cooking staples still yield about three-quarters of the store’s revenue. A Bit of Taste does a brisk business in fancy charcuterie, crackers, nuts, and olives. A top seller has been the truffle category, with more than a dozen variations on the Italian mushroom flavor — from truffled oil, salt and honey to mustard and even tuna. On the sweet side, Hu brand chocolate bars and chocolate-covered espresso beans are customer favorites.

Still, there have been challenges. As an essential grocery business, A Bit of Taste was able to stay open from the pandemic’s beginning. But it had to suspend its signature service — offering samples of every product, as the name suggests. With less in-store traffic, Franz consolidated online operations onto a Squarehosted website and experimented with various delivery options.

“It’s definitely an online retail world nowadays,” sighed Dawn Lankford , who owns Wilmington Country Store in a corner of that Delaware city that happens to lack broadband service. Because of this, Lankford can post specials on Face-

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Peruvian Nacional Truffles from Eclat Chocolate are best-selling and made from beans harvested high in the Andes. “Every chocolate has a story behind it,” said store Owner Christopher Curtin.

by Brett Thomas Photography

Photo

Gourmet Section

The Enduring Appeal (From page 103)

book from her home or cell phone. But she can’t run an effective e-commerce site from the 150-year-old barn that houses her 2,000-square-foot emporium.

With reduced foot traffic during the pandemic, Wilmington Country Store carries fewer edible products than before. But local honey is always popular. “It’s a health thing; people believe it’s helpful for allergies,” Lankford explained. Cheese balls and dips also sell well. If traffic picks up the spring, as Lankford expects with warmer weather, she may restock the kettle corn and beef jerky that have done well in the past.

Her busiest time of year is September through the holidays, and Lankford thinks bad weather further depressed sales in early 2021. As the temperature warms,

Wilmington’s open-air farm attracts families with children, and Lankford is hoping sales will benefit. “Facebook is a huge help,” she noted. “People will see things on our page, and stop by to pick it up.”

At Forry’s Country Store in Lancaster, Pa., sales are rebounding for what before the pandemic had been a popular gourmet order — fancy meat and cheese platters. “People would order them for occasions, and now we’re seeing more and more of those,” noted Owner Ivan

Forry

Before the pandemic, Forry’s had already been battling declining sales due to competition from the likes of Amazon. “We’re still having trouble with suppliers for things like cheese and chocolate,” the retailer added. But a reliable clientele comes in for red licorice

What Is the Status Of Your In-Store Sales?

What Is In The Future?

ABit of Taste, a Seattle gourmet shop, used to pride itself on sampling any item a customer might want to try before buying. “It’s in our name,” said Owner Debe Franz. But COVID forced her to halt sampling for hygiene reasons. As more patrons are vaccinated and the pandemic recedes, Franz is planning contact-free ways to bring tastings back.

In-person sampling “was the reason to come into the store,” lamented Christopher Curtin, a master chocolatier who owns Eclat Chocolate in West Chester, Pa. But even as tastings have gone virtual — via Zoom and home delivery — the 800-square-foot outlet has seen only a slight dip in in-store sales, thanks to safety practices designed to make both staff and customers feel comfortable. In addition to requiring masks and installing plexiglass dividers, Curtin keeps two HEPA filters running to purify the air.

Hours are still shorter at Forry’s Country Store in Lancaster, Pa., and will remain so until the pandemic is officially over, said Owner Ivan Forry. But as the business climate improves, more customers are coming into the store for gourmet salads, deli sandwiches and ice cream. “At the pandemic peak,

we were doing 12 to 15 curbside deliveries a day. Now we maybe do 12 a week,” Forry noted.

At the 2,200-square-foot Paris-Madrid Grocery in Seattle, Owner Sharon Baden sees a steady stream of patrons. “I think the in-store sales will continue to be strong. That’s still most of our business,” she said. ❖

Christopher Curtin, a master chocolatier who owns Eclat Chocolate in West Chester, Pa. Despite the pandemic, the 800-square-foot store has seen only a slight dip in in-store sales, thanks to safety practices designed to make both staff and customers feel comfortable, Curtin said. Photo by Brett Thomas Photography

and caramel creams, the top-selling candies, as well as local sauerkraut and ice cream straight from the machine.

Back in Seattle, the Paris-Madrid Grocery has benefited from a pandemic urge to splurge among gourmet shoppers. “Initially they bought a lot of wine,” said Owner Sharon Baden . Alcohol sales slowed after New Year’s, but sales of higher end meats and cheeses have soared. “I think it’s because a lot of restaurants have been closed,” Baden noted. As its name suggests, Paris-Madrid Grocery specializes in the flavors of France and Spain. Bestselling snacks include olives, roasted nuts, dried fruit, Spanish ham, and potato chips. On the sweeter side, “we have these chocolate-covered figs from Spain that are filled with a brandy ganache,” Baden said. Spanish honey candies, French nougat and flavored biscuits that go well with coffee or tea are also favorites.

Baden doesn’t deliver, but she’s done a lot more shipping and phone ordering in the past year. “We always had a website, but before the pandemic, people didn’t really use it,” the retailer said. “Now, our sales are up maybe 20 percent, and the website has driven most of that.”

McCutcheon’s Products Can Be a Perfect Fit for Retailers

As a family owned and operated business, McCutcheon’s has been making fine fruit products in historic Frederick, Md., since 1938. By the mid 1970s, McCutcheon’s was supplying farmers markets, roadside stands and country stores from Maine to Florida. Today, McCutcheon’s products are sold across the country. The reasonable cost, delicious taste and homemade look make McCutcheon’s a perfect fit for your growing business. McCutcheon’s also offers private labeling options.

(For more information, call 301-662-3261 or circle 28 on the reader service card.)

Trends in College Retail How Stores Are Moving Forward

By Sara Karnish

The past year essentially upended every aspect of life. From education to holiday celebrations, workspaces to in-person shopping, the COVID-19 pandemic has been one of the few events to affect everyone in some way. As something of a niche in retail, college stores are in the position of serving both the education and retail communities. When COVID hit, college stores faced significantly less traffic in both of their key markets. Campuses were empty due to virtual learning and foot traffic in the community was down due to customers working from home.

However, store operators interviewed for this article said they are stronger and better because of the last 12 months.

From a physical perspective, college stores implemented many of the same precautions as other businesses—Plexiglas barriers at the sales counter, hand sanitizing stations throughout the store, and implementing mask requirements. Each store has adjusted operations based on applicable respective safety regulations.

“Our business right now is a combination—a little bit of in-store shopping, a little bit of curbside, and a lot of shipping,” said Lori Fazio , chief operating officer of Wesleyan RJ Julia Booksellers at Wesleyan University in Middletown, Conn. “The University has run a strict campus. When the students are available to leave campus, they can come to the store. We also deliver things up to the campus as well.”

Jodi Askew , giftware buyer, and Mary Sivertson , clothing buyer, for the NDSU Bookstore at North Dakota State University in Fargo, N.D., said their usual amount of in-store traffic has been down significantly. “Our traffic is starting to come back a bit. We’ve had strong web sales. Our fall football season moved to spring with the first game on February 21 with limited fans. We will be having a spring graduation ceremony with limited guests. Our clothing and gift departments are very event-driven, so the key has been to maximize event opportunities we have now, and keep doing all the online promotions we can,” she explained.

Deb Sandness , manager of the Bismarck State

College Bookstore in Bismarck, N.D., said “Right now we’re holding our own. We’re down in sales, but there’s been a shift in textbook materials—instead of hard copy books, students are needing to purchase access codes for online textbooks. We just don’t have a profit margin for that. The [textbook] area is slowly

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Deb Sandness, manager, Bismarck State College Bookstore, Bismarck, N.D. The store is seeing a slight increase in gift and apparel sales, Sandness said.

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Trends in College (From page 106)

condensing. For gifts and clothing, we’re seeing a slight increase in that now. I think it’s because we have clothing and giftware predominantly in the store. We’ve done more social media in the past year, and that seemed to have a good response. We’ve seen our clothing on an incline [in sales].” She added because of the nature of Bismarck State, the bookstore’s operation didn’t change that much during COVID: “Our campus is around 3,800 students, and approximately 1,600 to 1,700 of them are online. We’re very used to working with the online students already, and shipping items out. We had a lot of procedures in place already.

“Our college president actually gave our staff a pat on the back because we were ready [for the shift to all virtual learning]. We were one of the very few schools who stayed open to the public during the pandemic. Now our campus is back to normal, and students can do online or face-to-face learning. We did do the precautionary things like social distancing, limited number of people in the store—one person in, one person out. It hasn’t seemed to deflect any of the shoppers we have coming in. Now, I think people are more comfortable going out, so we’re back to seeing more traffic in our community.”

Andrea Stipp , director, Shocker Store at Wichita State University in Wichita, Kan., said the decline in traffic affected sales significantly. “For us, our campus is in hybrid mode with more online offerings. We do have students living in the dorm but it’s down about 50 percent. The Student Union traffic is down about 70 percent compared to this time last year. Our business took a significant hit, and with no sporting events, it drastically impacted our sales.”

With in-person shopping and learning at a standstill, college stores had to increase their e-commerce offerings. Stores with a limited digital presence quickly built up their stores; those with robust online activity adapted their marketing and promotion strategies even more. Operators said this is one area that will likely continue after the COVID restrictions are lifted.

Askew and Sivertson are focusing more on the store’s website and social media marketing: “Our online sales have grown 11 percent over the past year. We have started doing Facebook Live events with our vendors and started partnering with many new vendors to offer many dropship items. This offers the customers may new items without the investment of lots of inventory. We have done this with

A display of games at the Wesleyan RJ Julia Booksellers at Wesleyan University in Middletown, Conn. The store operation is seeking to continue innovating and pivoting with the times, according to the chief operating officer.

The Wesleyan RJ Booksellers at Wesleyan University prides itself on its recommendations of under-the-radar books. Shown is a display of children’s books at the store.

clothing and gift items, and it has worked very well.” Sandness said the BSC Bookstore will also continue to build their social media presence. “We will be keeping the social media because we’ve seen such a spike in that. We’ll continue to use our work-study students for the ‘Fashion Fridays’ on Facebook where they show off the items they like. We do encourage the students to stick more with the online options—order and pick up in-store or have it delivered.”

Retailers said the tried-and-true merchandise items remained strong sellers throughout the year. “Pre-COVID, our top-selling items were basic T-shirts. They are at a great price point. A student bringing a visitor to campus would stop in the bookstore and the visitor would actually want to buy a shirt,” said Stipp. “During COVID, it’s been PPE stuff—face masks, coverings, Shocker-branded items. Also, more gift and memorabilia-type of things. I think that’s because as students announce their college decisions, there are a lot of celebrations with family. Kind of like a Signing Day, so we are selling more of the ‘knick-knack’ kind of items.”

Because Wesleyan RJ Julia is a traditional bookstore, not just a college store, Fazio said books sold well. “Not just the best-sellers, but we pride ourselves on being able to recommend books that are under the radar. We have a lot of kids’ books,” she explained. “Also, Wesleyan University insignia apparel is a top seller. We’re selling a lot of sweatshirts right now. Early acceptance letters have gone

out, so then the university apparel is ordered. We’ve got reunions and things coming up. In the gift items, we sell a lot of candles, food and beverage items—a lot of glassware—and a lot of masks. Some have the school insignia, some do not.”

Looking ahead at life post-COVID, college store retailers are anxious to get back to regular routines. The last 12 months taught them some important lessons. “We’ve always been a company that’s been able to respond immediately but look further out. The difference now is, the further you look out, we would have to pivot very quickly,” Fazio said. “We’ve had to do that a lot in the last year. We’ve always been able to do that very well. We’re trying to be more specific with marketing and reacting to what customers like to see. We’re trying to be as innovative as we can. With the campus side, we’ll try to work with the university as to what serves the community best. This experience really confirmed for me that we have a tight community, and we appreciate all the support. Our staff really stepped up, and they all learned to make it a little easier to adjust to things. We had to rely on what we sell, and trust that what we were do-

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Bookstore/Coffee Shop Associate Ronette Martin, Bookstore Manager Deb Sandness, and Bookstore/ Merchandise Associate Rachel McCann, photographed with apparel and gifts at the Bismarck State College Bookstore. The store has four full-time employees and 12 student workers.

Food and beverage items are selling well at the Wesleyan RJ Booksellers at Wesleyan University. Shown are cheese and culinary-themed gift displays at the store.

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Trends in College (From page 109)

ing was safe.”

Stipp said, “One thing the pandemic forced us to do was be flexible. Navigate and steer your ship on a dime. Create a plan, see if it works, and if it doesn’t work, reevaluate and change. We may have come up with Plan A, but what worked and what we settled on was Plan S. There was a lot of looking at what worked and thinking outside of the box. We also learned we could do more with less.”

Askew and Sivertson agreed the COVID pandemic taught them to be flexible and adaptable, be creative in hard times, and to have backup plans: “We can’t always count on things being the same! We will continue to offer many new items on our website. We will be more conservative when bringing in merchandise for fall. We will continue to be aggressive in promoting our new items and events over social media.”

Now that COVID is on a decline in Bismarck, Sandness said she and her staff are doing an “internal remodel. With everything that’s going on, we want a refresh. We notice things like traffic flow a little more than we did before, so we’re going to do an internal remodel to adjust for good traffic flow and what customers go to. We’ve learned that everything changes. You have to make it work. If someone throws a wrench into things, we have to figure out how to best serve our customers. My small staff—all four—had great ideas, and really made things work. In the end, we’re here to serve the students. What they need is what we try to provide.” ❖

Drinkware on display at the Bismarck State College Bookstore. Before the pandemic, the store already had procedures in place for online merchandise sales and shipping.

A display of licensed and namedropped gifts at the Bismarck State College Bookstore. The store has had a good response on social media during the pandemic.

Challenges Today and Going Forward

Halloween Merchandise at Halloween and Party Stores

By: June Allan Corrigan

The pandemic made the 2020 Halloween season more than a little challenging for many retailers who deal in the trade. In March, few would have predicted they would still be dealing with COVID restrictions come October. Of course, their seasonal sales picture was impacted, although some results proved surprising. For this article, four stores in different areas of the country detailed what the scene looked like for them, and how they are preparing for Halloween 2021.

Sales of Halloween merchandise were definitely down at Shindigs & Celebrations in Nashville, Tenn. There was some retail activity but all the paper products and plasticware the 3,000-square-foot store would normally have sold for Halloween parties just didn’t move. “That’s all been down because people aren’t getting together in big groups,” said Owner Sandra Vaught . She’s setting her sights on Halloween 2021, expecting things will turn around. “I’m hoping it will be better because in 2019 we had a phenomenal Halloween season. And then 2020 occurred so it’s kind of hard to compare.” One thing Shindigs and Celebrations will not be doing is ordering a great deal of stock because they have a lot left over.

It was a totally different year at Party Décor & More in Rehoboth Beach, Del. The Atlantic coast town is known for its big Sea Witch Festival plus other seasonal events like Trunk or Treat. “Halloween was basically canceled here. They canceled all the parades and everything,” said Store Owner Jim Pratt . Even the big traveling Halloween store that comes to the area and sets up every year didn’t offer up much competition. “They didn’t do very well either,” he said. Shoppers weren’t in the market for costumes inside his 3,000-square-foot store, although they did pick up a few decor items. “They did decorate but it wasn’t like in the past.” Party Décor & More’s usual habit of handing out candy to trick or treaters didn’t happen either.

Looking ahead to Halloween 2021, Pratt anticipates it, like everything else, will be better. “I think we’re preparing for everything to be bigger in 2021. We’re in a resort area so there are lots of hotels here that had events and they were all shut down.” Party Décor and More definitely plans on buying new Halloween

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Drop Me a Line Shop Owner Louella Torrence with her late husband Dennis. The couple founded the business in 1980. After selling off her inventory in 2020, Torrence is now looking for a buyer for her building.

Special Occasions

Challenges Today (From page 111)

merchandise. “We have some leftovers but we’ll be buying new stuff too, possibly even more of it than we normally would.” In Rehoboth Beach – a town that knows how to kick up its heels – the thinking is a lot of people are going to go all out when they can finally celebrate.

The good news is Drop Me A Line Costume Shop in Allentown, Pa., had a busy Halloween season. The bad news it will be their last. After 33 years in business, the venerable costume shop is closing. Owner

Louella Torrence had been making plans to retire and sell her business but then the pandemic struck. She had a viable business heading into 2020. Her profitable show season was set to start plus Easter bunny costume rentals were on the horizon. “But then we were told to close down and of course the schools did so I lost any scheduled school play business. When the Easter

bunny cancellations started coming in, that’s when I thought, I can’t sell it as a business. I’d have to go another two years to make sure it was viable!”

Torrence took a different tack and decided to sell all her inventory. By summer, when Drop Me a Line Costume Shop reopened – albeit with limited hours – she started making calls and selling off all her Santa suits and Easter bunnies. When Halloween rolled around, it was a perfect opportunity to hold a clearance sale on her remaining costume inventory. “We had a good Halloween but everything was 50% off. I didn’t order anything either.” Not that shoppers were buying costumes to celebrate Halloween 2020. “No, a lot of them said they were buying for next year and the year after.” At this point, Torrence is looking for a buyer for her building which includes a 4,000-square-foot first floor, a 3,000-square-foot second floor, and a full basement. She has few regrets shuttering the business she started with her late husband Dennis back in 1980. “I had a good run. I can’t complain.”

Contrary to the experience of others, 2020 was the best Halloween ever at Discount Costumes in Warner Robins, Ga. “I have no idea how that happened,” said Jerry Bradley who co-owns the store with his wife Marion. The Bradleys also operate Balloons-NParties, a party rental business in the same community. “I guess there was a real pent-up desire to have fun in this area. Our traffic flow was great. There were customers I’d never seen before. We probably did at least 20 percent or maybe 25 percent better than the year prior.” These numbers are even more amazing considering Discount Costumes remained closed March 16 through October 6. “We didn’t even open until a week into Halloween month and still did well. Better than we ever dreamed!”

Accessories, wigs, hats, costumes – everything sold. Since trick-or-treating for kids was muted due to the pandemic, Bradley is convinced the bulk of the purchases were for adult Halloween parties. Whether or not that was a good idea is another story!

Some of Discount Costumes’ unexpected success in 2020 might have been due to the fact a pop-up Halloween store which normally sets up shop nearby did not appear on the scene. “Instead, they went to Macon, 18 miles up the road so their absence helped drive our sales,” said Bradley. As he is certain the pop-up will be back in his area in 2021, he doesn’t plan on going overboard ordering for Halloween. “What we’ve been doing to fill voids and also to bolster some of our inventory is talking to some of the people who are going out of business. We’ve been buying from them and replenishing our stock.” ❖

SGN Asked: What Are Your Top Tips to Sell Occasion Merchandise and Decorations During this Time?

Before Shindigs & Celebrations in Nashville, Tenn., even had much time to fret about how the pandemic would affect their business, their customers were already coming up with celebration workarounds. “Our customers came up with these drive-by birthday parties. We sell balloons and balloons kept us alive,” said Owner Sandra Vaught.

However, the close to 30-yearold business didn’t miss an opportunity to suggest ways customers could augment balloon décor. “We offer tassels, confetti, garlands, arches, that sort of thing. But we don’t have to suggest a lot. These people know what they want. They see it online and then we do our best to accommodate. We make suggestions however, especially if they come in and can’t decide.” Shindigs & Celebrations has a designer on the prem-

ises who can assist customers in this regard.

At Party Décor & More in Rehoboth Beach, Del., each day is an adventure during COVID times, according to store Owner Jim Pratt. “Balloons are really big because people are doing the drive-by celebrations and handing them out the window.” He bolsters sales by suggesting streamers, banners, and yard signs to customers. Meanwhile, he did a pivot and now stocks something he never would have guessed he would before. “Face masks! We’re selling tons of face masks and hand sanitizer at a party store! Who would have thought we ever would have done that?”

Despite strong Halloween sales in 2021, manpower has been in short supply at Discount Costumes in Warner Robins, Ga. “We lost staff when the pandemic began. They started getting unem-

Reusable Stainless Steel Water Bottles

Keep plastic out of our wild areas with reusable, BPA-free stainless steel water bottles and pint glasses from Mountain Graphicx. Choose from many eye-catching designs or add one of your own. These are dishwasher safe. Many designs for the outdoor retail market. Free name-drops are free.

(For more information call 1-888-764-6450, visit www.mtgraphics. com, or circle 33 on the reader service card.)

ployment and never came back. Right now, we’re kind of operating as a mom-and-pop shop so it’s been hard,” said Jerry Bradley, who co-owns the business with his wife Marion. If he could suggest anything on how to sell any occasion merchandise during these pandemic days, it would be for stores to increase their social media marketing and strategies. “It’s probably the best way and the most cost-effective.” ❖

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Weather-Resistant Stickers and Magnets

Mountain Graphics offers eye-catching, outdoor-weatherresistant stickers and magnets. There are many stock designs to choose from. Free namedrops. Made in the United States.

(For more information call 1-888-764-6450, visit www. mtgraphics.com, or circle 33 on the reader service card.)

Stainless Steel Mugs, Water Bottles and Pint Glasses

Reusable stainless steel camp mugs, water bottles, and pint glasses are available from Mountain Graphics. Choose from many eye-catching designs or add one of your own. These are dishwasher safe and BPA-free. Many designs for the outdoor retail market. Name-Drops are free, low minimums.

(For more information call 1-888-764-6450, visit www.mtgraphics. com, or circle 33 on the reader service card.)

Reps Wanted

Established Nautical 500 pc. Jigsaw Puzzles. 15-20% commissions.

Mr. Souvenir (609) 500-0619 or beachsouvenirs@gmail.com.

NATIONAL SALES MANAGER – RESORT MARKET

Market leader seeks experienced sales professional to lead its National Sales Team.

5+ years Sales Leadership experience in the Resort Industry required.

Must possess solid relationships with top Specialty Retail and Major National Accounts.

Must have a thorough understanding of retail math, forecasts, and ladder plan merchandising. Confidentiality Assured. hr@matrixsalesgroup.com