Display Advice for Gifts to Get Attention

When describing how to display gift items to attract the most customer attention, boutique shop staff and owners interviewed for this article described a variety of techniques. At Isabella, located in Sunnyvale, Calif., Owner Rosemary Osorio said, “It depends on the season, really. Sometimes it is all about color themes, sometimes we mix and match these items with clothing, but probably the very best thing is that we will display an entire outfit that includes jewelry, scarves, everything. When you show the whole outfit put together, that works the best of all to sell every item, including those that we do best with as gifts.”

Gretchen Wilt, sales associate and merchandiser for Lavender Blu Boutique in Morro Bay, Calif., said, “I do all the visual merchandise displays, so I mix and match gift items together with other pieces. I’ll put candlesticks next to a beautiful dress and purse and scarf. I create outfits and an environment, outfits that go from head to toe, with a basket full of beautiful things you might want to give to a friend beside them.”

In Ruston, Wash., Amanda Enz, who handles marketing, operations, and styling at Purpose Boutique, attracts more attention to gift items by “mixing and integrating gift pieces with other items in the store through most of the year. But during the holiday season, as well as integrating it with merchandise, we also have a special section with signage that reads ‘Gifts That Change Lives.’” She elaborated that “At Purpose Boutique, our gifts have purpose. We donate to give back to the fight against human trafficking. In that gift area we will have a collection of hats, scarves, candles, and jewelry all merchandised together.”

At Gilt + Gossamer in Eugene, Ore., Retail Associate Melanie M., speaking for owner Melissa Atchien, said, “We have a huge glass wall and on it we have all our gifts and grab-and-go items. Having them in one, prominent place like this really helps.” ❖