Country and Variety Stores

Merchandise that Meets Community Needs and Wants

Native Alaskan beadwork or reindeer pelts are among the distinctive gifts available at Coghill’s Store, a century-old emporium in Nenana, Alaska. But locals also pop into the store every day for groceries, hardware, camping supplies, hunting gear and sandwiches from the cafe.

Throughout rural America, country and variety stores supply not only daily essentials, but also gifts, souvenirs and impulse buys. Sometimes the items are fancy, like Coghill’s beaver and lynx pelts or gloves carefully beaded by indigenous artisans. Sometimes, it’s a bottle of local honey, wine or bear spray.

“I buy from the locals around here, and that’s what’s most popular when people are looking for gifts,” said Tallon Shreeve , Coghill’s owner. Earrings are the top selling beaded piece, but handcrafted necklaces, hats and bookmarks are also popular. Pelts from locally caught wolves, reindeer and other arctic animals make memorable Alaskan gifts, and can be used as throws or wall accents. Shreve said about 500 square feet of his 3,000-square-foot store is devoted to the gift shop.

Nearly all the customers at Country Cousin Store in Ketchum, Idaho, are tourists or vacationers, so Owner Scott Sherman carries a wide selection of gifts. T-shirts, hoodie sweatshirts, keychains and other souvenirs bearing the Sun Valley logo are best-sellers. “People are often looking for something to wear, nice things to bring back from their vacation,” Sherman noted. “So within reason, price point isn’t a big concern.” Size, however, is an issue for vacationers with limited suitcase space, so Sherman tries to stock smaller gifts and logo trinkets that are easy to pack.

And while they are unlikely to become regulars, guests are all greeted with a friendly hello — that’s Sherman’s service philosophy. “We try to leave a good mark on the town, because we’re part of their experi-

ence here,” he reasoned.

The clientele is much more local at Wenger’s Country Store, a family owned landmark in Copper Center, Alaska. Most shoppers are looking for everyday things like groceries, gardening supplies, auto parts and the like. “We do try to carry the most essential items, and make sure to stock what people want,” explained Manager Ethan Goodwin .

But shoppers looking for gifts will find practical yet fun items among the necessities. There are gourmet hot sauces, French cheeses, local honey, Wenger’s namedropped T-shirts and sweatshirts — even the occasional inspirational book.

In Los Angeles, Canyon Country Store Owner Tommy Bina also knows his clientele. Amid the Southern California mountains, they’re less interested in guns and ammo than in organic and natural foods. Bina said his shoppers love imported candies and cookies from Europe, so he stocks them specially in a gourmet section within the 2,400-square-foot store. He’s also got a line of artisanal sodas, and the store’s fresh soup is a customer favorite.

“I know what people want around here — things that are healthy, all natural, things from Europe,” Bina

Continued on page 64