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Baby and Kids Merchandise (From page 78) unicorn, but that’s about it. One trend you never see today—when I first started, a lot of clothing was Dry Clean Only. You’d never see it now. One thing I am seeing—in baby accessories, there is a real demand for ecologically-sound kinds of things, like bowls and spoons, and a lot of movement toward bamboo fabric. It supposedly keeps you warm when it’s cool and cool when it’s warm.” Zipfel has also seen a preference for sustainable clothing and “natural, neutral fibers” among savvy moms in her store.

Trade shows, sales rep recommendations, and customer requests are just a few ways retailers find merchandise for their stores. Besides the items from other vendors, Steele has her own line of children’s clothing, Maisydaisy; she finds most of her vendors by “doing a lot of research. I’ve been doing this for about 12 years. I have an employee who has worked for me for about six years. She always goes with me to the Market show, and she’ll get all the samples together. She’ll pick all the pieces she likes, I’ll pull the pieces I hate, and we’ll start putting the story together. We’re never persuaded by sales reps—you have to know your own clientele.” Knouse enjoys attending the shows and said she missed it during COVID. “I’ve been really sad that we haven’t been able to do that in forever. I like to look at what I’m buying—touch it, see it, and make sure the colors I ordered are the ones I’ll get.” Whittaker added, “I am able to find healthy, sustainably, and ethically-made items from locations I have confidence in.”

Independent retailers continue to look for new ways to stand out and offer products to customers they can’t find anywhere else. Personalized service remains a hallmark of small retailers of all kinds. “I think there will always be a place for us, and I think it was proven by COVID,” Steele said. “We had to go online, do in-store pickup. You have to connect with your customer, and I feel I’m good at that. People want that personal relationship—they want you to know their name. It’s all about relationships.” She added, “I think it’s important to use social media to show the personality of the store. I had to get over my discomfort of being on camera during COVID because I was the only one in the store. You have to bring in the personal factor. We feature local moms and babies in these window clings we use in our store, and people love seeing themselves in our advertising

A Look at Best-selling Toys

Besides apparel, toys are popular gifts for both babies and children.

Colleen Whittaker said her best-sellers in toys are “Jellycat stuffed animals, because they are collectable, adorable, and wellmade.”

Lisa Steele sells some Melissa and Doug, which are consistently strong sellers. “I would say parents and kids are looking for more hands-on toys—more Montessori-type learning and not a lot of electronics,” she explained.

Jean Knouse said, “I get these toys from Ganz. They’re soft cases—there’s a toolbox, a doctor’s kit, a purse. They’re all soft, and just right for little hands.”

Marilyn Zipfel added, “Any item under $10 is a good grab-and-go gift for customers who are out strolling and didn’t intend to buy. The kids leave happy.” and on social media. Bringing in the personal aspect is really important, but remain neutral on your business page.”

Zipfel does her best to offer an eclectic mix of merchandise. “I try to serve all customers by maintaining a little of everything at a reasonable price point with standout pieces thrown in,” she explained.

“Baby clothing—smocked or organic. Everyone who welcomes a new baby in the family wants to celebrate with something new and special to congratulate them. Also, my handmade pieces are a hit.”

Knouse said it is tough to be a small business in today’s economic climate. “I happen to live where our store is. I understand why, years ago, store owners would live above their stores. It’s much easier to take care of a home and store when they’re in the same location. I know I need to expand my online presence a bit, but I still get a ton of people who come in and, like me, prefer to touch the clothing and know exactly what they’re getting.” She said her customer service sets her apart. “I wrap anything anyone would like me to wrap, and beautifully—I don’t just put a bow on a wrapped gift. I often call people if I get something in I think they’ll like. I send people things they ask me to send.”

Merchandising, arguably the most important aspect of retail, is also typically the most fun and creative. Whittaker said the goal is “to have the eye move throughout the display. Use different eights and have colors spaced well.” Steele said arranging displays is basically “eye candy.”

“For us, it’s easy. Our displays are eye candy with lots of little items. Who doesn’t want to touch a super-soft bamboo blanket? In the front of our store, we have a layette section. We’ll do a theme—we’ll have all of our sleepers in a cute little cabinet, and in the middle of the display we’ll have a table tiered with Baby’s First baby book, other milestones. I like to incorporate a little bit of vintage, so we’ll have trunks full of soft baby blankets displayed.”

Knouse said, “I have a divided storefront window—my door is in the middle. I have this big 3-foot Triceratops the kids can sit on, and he’s kind of like the store Triceratops. I like simple and I like classic, and I think every display must be well-lit. Customers have to be able to see everything. One advantage I have—our community has quite a few small stores. I think it really helps to have that downtown presence of more than one thing. Good restaurants, nice stores—[it’s all] valuable to a small store like me.”

Steele sees her store as more than a livelihood—it’s her ministry and an opportunity to be part of people’s lives. “So many people I pray for. I think they sense a different atmosphere when they come in here. We’re very aesthetically pleasing—I don’t like chaos. It’s very full but not overwhelming. The atmosphere—that’s what sets me apart as different.” ❖