Special Surf Expo Section

Where Great Gifts (From page 47)

are looking for a particular item. We always have things like the jams, jellies, and mugs. When we bring in new items, we just hope [people] will buy them when they come in.” Lodwick has a strong local customer base.

“We cater to locals, and they bring their visiting family and friends. We also have tourists who return year after year. We are a popular store and inventory moves quickly, so new inventory is always being put out. Customers come in frequently to see what’s new. When new items come in, we completely redo displays so they stay fresh. It is a bit of a treasure hunt at times because things are always being moved around the store.”

Kelliher added, “In the summer, Rockport is a destination. I’ve lived in Rockport for five or six years. I knew it was popular, but it wasn’t until I had my store that I learned so many people come here from Canada and overseas. I stay open all year, and I have a nice local following—people will drive up here from Boston and Cape Ann, as well.”

These store owners utilize different tips for selling gifts and stationery. “I look for graphics that catch the eye,” Lodwick said. “I have a lot of color in my store. It is a happy place for people to spend time as they look for a gift or pick out a treat.” Briard stressed the impor- tance of product placement throughout the store. “If the store is laid out well, customers will see the merchandise. We keep our stationery right by the register—it definitely has to be in the right location. We also group it with other ‘like’ items in displays.” Kelliher gets to know her customers and what they are looking for, then makes appropriate suggestions for different gifts.

Displaying merchandise in eye-catching ways allows staff to show off their creative sides. “I open up our big barn doors. There is so much to see, it can get overwhelming,” Briard said. “I put the new and/or seasonal items right in the front. I also like to group items by theme.”

Due to limited space in her shop, Kelliher makes the most of every available square inch. “I’m in a prime location on the Neck—it’s a big walking place; people are constantly walking by with their dogs. I have a window right on the Neck, so the window display is important to me. I want it to be attractive and changing it frequently is key. I’ve learned people notice it and will contact me if they’ve seen something.”

Cole minored in fine art in college and puts her skills to use when creating displays. She said, “Telling a story is important. Sometimes I’ll put like colors together, and it creates a visually pleasing display. I also like to keep things

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