TOPPING the Charts

ON OUR RADAR:
t Mobile Credit Card Readers. 7KHPDUNHWLVJURZLQJDV
Amazon and Etsy now offer mobile readers to small businesses, joining
Square, PayPal and Intuit in the competitive space (nytimes.com).
t Ponchos. They’re showing up again in fall 2015 ready-to-wear
collections, from casual hooded styles to chic tribal versions (style.com).
t Videos On Facebook. 9LGHRFRQWHQWLVWDNLQJRIIRQ)DFHERRN
with U.S.-based users posting nearly twice as many video items as they
did a year ago. Users are also seeing 360% more video in their newsfeeds
(adage.com).
TOPPING
the Charts
SIMPLY NOELLE, #1 in Apparel,
gets spring/summer under way with
this signature print. The apparel line
includes tops, palazzo pants, capris,
wraps, cardigans, dresses and scarves.
New this year is the Simply Noelle brand
in-store boutique, with a focus on helping
retailers merchandise the line through
signage, displays and promotions
(910) 270-4047, noelleenterprises.com.
February 2015
giftBEAT
7UDFNLQJWKHSXOVHRIWKHJLIWLQGXVWU\
Falling Gas Prices Help Lift Mood In Atlanta
%\-R\FH:DVKQLN
C
an you say busy? How about best show
ever? Or high energy? Those were some
of the words used to describe last month’s
Atlanta gift show, where buyers showed up ready
to place orders and get 2015 rolling.
The activity left manufacturers and sales reps
feeling optimistic about the year. “I think it’s
going to be a great year,” says one resource with a
Christmas showroom. “We had a cleansing of the
industry. Now people are starting to spend money
again. This is the first show that I really felt the
energy. It’s a beautiful thing!”
Another manufacturer described it as a “rising
tide. The mood of the buyers is absolutely different.
They’re upbeat, and everyone’s having fun.”
Low gas prices were cited often, as consumers
have more disposable income to spend on gift
items. That optimism helped fuel the upbeat
atmosphere, says a Southern rep principal: “I have
never had a market in the past 10 years where I
heard less complaints. Retailers are feeling good…
they’re in good spirits, and everybody is excited
about the price of gas.”
Retailers were generally pleased with the new
products they found, focusing on seasonal, fashion,
home decor, baby/children’s gifts, kitchen gadgets
and more. “There were enough new products and
vendors to give us optimism, and our tried-andtrue vendors seemed to use changes in color and
packaging to give things a fresh new look,” says a
Utah retailer, echoing comments from his peers.
Here, we share feedback and favorite finds from
retailers:
t Pennsylvania respondent: She says the smaller
companies impressed her the most with their
creativity. One of her fave finds: Indie Republic
Design (indierepublicdesign.com), which has
“some of the most magnificent geode necklaces I
have seen, as well as lovely bracelets.” She also gave
a thumbs-up to Wellspring’s (800) 533-3561
Sticky Situations® microfiber stickers.
t Georgia retailer: “We were happy with the
product we found. We did feel that manufacturers
were creative and came up with fresh new looks
— not just ‘same song, second verse,’ which is the
(continued on page 5)
TRENDING UP OR DOWN:
S Kitchen-Related:
S Apparel: The category is
Business is up for four out of 10
respondents, while one-third are
even. Kitchen gadgets and other
functional items remain popular,
with a Virginia retailer citing
Michel Design Works’ (800)
708-6950 place mats. Humorous
towels are another hot ticket. A
New York retailer touts bestseller
Wild Hare (877) 631-4273: “I
could have used 100 of the Three
Wise Women towel!”
up for 55% of retailers, as boot
socks, scarves, ponchos and
tunics lead the way. Offering
more choices and displaying
with a boutique feel are two key
factors. “Girls love to buy for
themselves!” says a Montana shop
owner. A New Jersey retailer has
had success with Monoreno
(213) 747-6574, while an
Alabama respondent cites Adorn
Fashion (404) 525-6300 tunics.
X Candles: Sales are even
for 37% of shop owners, while
32% are down and 30% are up.
Competition from big-box and
corporate stores has taken a toll.
“There’s too much focus on
discounting,” says a Utah retailer.
But a Nevada shop owner has
had success with Thompson’s
Candle (814) 641-7490, while
a Mississippi respondent says
Purvis Jewelry (601) 744-9993
candles “rocked it this year!”
Is Your Social Media Plan Ready For 2015?
By Natalie Hammer Noblitt
Share This, the company that
makes the social media share buttons,
studied 2.2 million websites. They
found 71% of social media users are reading
and sharing information from their mobile devices.
Retailers need to make sure they have websites and
emails optimized for mobile reading. We are going to
see more brands doing text-based marketing, which
Q. Can you share some of the big-picture can be highly effective if done well and the consumer
trends you see for social media in 2015? wants to participate by opting in to the program.
A. The trend toward mobile has been growing There are a lot of changes happening on Facebook.
for the past couple years and will continue to be It is going to be much harder in the coming year for
strong. Right now there are 1.3 billion Facebook people who like your store’s page to see what you
users, and research shows that 1.1 billion of those are posting. Facebook says posts that are “overly
are viewing it from a mobile device.
(continued on page 5)
M
KAY DEE DESIGNS, #2 in Kitchen-
Related, offers its best-selling “Queen
Bee” collection, featuring a jacquard tea
towel, embroidered mason jar tea towel
and “Bee Happy” tea towel. Also available:
DSURQVSLHFHÀRXUVDFNWRZHOVHWRYHQ
mitt, potholder, countertop drying mat,
UHFLSHÀRXUVDFNWRZHODQGSLHFHJLIW
set. Cost range: $2.50–$12 (800) 537ND\GHHGHVLJQVFRP
n
Put
Instagram
On Your List
page 5
ost retailers managing social media
know the rules are constantly changing.
But 2015 promises major shifts in how small
businesses can effectively use sites such as
Facebook. Social media expert Crystal Vilkaitis
urges retailers to take a step back, make solid
plans and create sound strategies for posting
and engaging shoppers this year.
o
FAST FACT: 47% describe their Christmas results as “better than expected,” while 35% say they were “about as expected.”
Joyce Washnik
Editor
[email protected]
NATIONAL
Charts
Connie Moore
Circulation Manager
[email protected]
GIFTBEAT Editorial
Advisory Board:
John Coppin
&RSSLQ¶V+DOOPDUN/RJDQ87
Gifts $15 Or More, Cost
Brandy Divin
B. Ellen Boutique, Cypress, TX
O
*
TRENDING NOW: State pride remains a
hot area, with gift books getting in on the
action. Many of our reporting retailers cited
Sourcebooks’ Santa is Coming series.
t Please Note: Polling data based on the responses of more than
300 stores. Bullets distinguish those lines that are new or show
significant movement from the last time the chart was run.
Last run: Sept. 2014
t #1 DEMDACO: Willow Tree, various
Ginny Knapp & Anita Stulen
Mill Pond Mercantile, New London, MN
Kitchen-Related
Last run: July 2014
#1 CHARLES VIANCIN: silicone lids
#2 VERA BRADLEY: bags, accessories
#3 ALEX AND ANI: bangles
t#4 ROMAN: Cottage Garden music boxes, var.
#5 BRIGHTON: jewelry, various
#6 CARSON: music boxes, chimes, various
#7 ENESCO: Jim Shore, various
#8 SIMPLY NOELLE: apparel, wraps, various
t#9 RAZ IMPORTS: lighted canvas, various
#10 MUD PIE: tabletop, various
t#2 KAY DEE: towels, various
t #3 WILD HARE: towels
t #4 PRIMITIVES BY KATHY: towels, various
#5 C&F ENTERPRISES: linens, various
#6 PARK DESIGNS: place mats, towels, various
t#7 BROWNLOW: spatulas
t#8 HAROLD IMPORT: gadgets, various
t #9 NORA FLEMING: platters/minis
#10 MUD PIE: cutting boards, various
Honorable mention: Ohio Wholesale, Yankee, Ganz
and Pandora.
Honorable mention: Progressive, Ganz, Perfect
Timing/Lang and Gooseberry Patch.
S Demdaco (888) 336-3226 jumps to #1 (from #5). New:
S Kay Dee (800) 537-3433 shifts four spots. New: Wild
Note: *,)7%($7GRHVQRWDFFHSWDQ\
DGYHUWLVLQJ,QDGGLWLRQ*,)7%($7PDNHVQR
warranty or guarantee, express or implied,
regarding potential sales of any products
UHIHUUHGWRLQ*,)7%($7
Gift Books
Candles
‹&RS\ULJKW*,)7%($7
t#1 RANDOM HOUSE: Frozen, various
Lori LaDue
Beautiful Things Interiors/Gifts, Somers, CT
Sherrie Ness
)DUPHU¶V'DXJKWHU9DOOH\&HQWHU&$
Melinda Vitale Shaw
0HOLQGD¶V)LQH*LIWV3LFD\XQH06
* Please Note: Advisory Board members
KDYHQRLQÀXHQFHRYHUSURGXFWUDWLQJV
*,)7%($7LVSXEOLVKHGWLPHVD\HDU
'HF-DQFRPELQHG)RUVXEVFULSWLRQ
LQIRUPDWLRQRUEDFNLVVXHVFRQWDFWFXVWRPHU
service at (800) 358-7177; fax (207) 5472063; or email [email protected].
'LUHFWDOOHGLWRULDOLQTXLULHVWR-R\FH:DVKQLN
*LIWEHDW7DSSDQ5G+DUULQJWRQ3DUNNJ
07640; (201) 768-3890; fax (201) 768-3894;
editorial email: [email protected].
COPYRIGHT REMINDER: We are
ÀDWWHUHGWKDWSHRSOHORYHWRUHSURGXFHRXU
content and share it with others. But please
UHPHPEHUWKDW*,)7%($7LVFRS\ULJKWHG
Redistribution without prior permission is
SURKLELWHG,I\RXZRXOGOLNHWRUHSURGXFH
UHSULQWRUUHXVHDQ\RIRXUFRQWHQWNLQGO\
send your request to: [email protected].
FROM the
EDITOR
Roman (800) 729-7662 and Raz Imports (800) 443-3540.
#1 YANKEE: jars, votives, various
#2 VIRGINIA GIFT BRANDS: WoodWick, var.
#3 TYLER: jars, various
#4 SWAN CREEK: pottery, various
#5 THYMES: Frasier Fir, various
t #6 ROOT: tapers, various
#7 HABERSHAM CANDLE: Wax Pottery
#8 COLONIAL CANDLE: tapers, various
t #9 AROMATIQUE: general line
t#10 LUMINARA: flameless candles
Honorable mention: Perseus Books.
Honorable mention: Rewined Candles and Kringle
Candle.
S Random House (800) 729-2960 climbs to #1 (from honorable mention), Sourcebooks (800) 727-8866 jumps six spots
and Barbour Publishing (800) 446-6240 shifts three places.
New: Thomas Nelson (800) 251-4000.
S Root (800) 289-7668 moves three spots and Aromatique
(800) 262-7511 jumps from honorable mention. New:
Luminara (luminara.com).
A New Year, A New Approach
M
|
/DVWUXQ)HEUXDU\
#2 CHRONICLE BOOKS: humorous, various
t #3 SOURCEBOOKS: Santa is Coming series
#4 COMPENDIUM: inspirational, various
t #5 BARBOUR PUBLISHING: inspirational
#6 WORKMAN: humorous, various
#7 GOOSEBERRY PATCH: cookbooks
#8 HARVEST HOUSE: inspirational
#9 BLUE MOUNTAIN ARTS: inspirational
t #10 THOMAS NELSON: inspirational
arketing guru Seth Godin says, “The
easiest thing is to react. The second
easiest thing is to respond. But the
hardest thing is to initiate.”If you’ve been
taking the same marketing approach year after
year, isn’t it time to shake things up in 2015?
Today, the buzz is largely about email
marketing and social media, and rightly so.
These areas are growing exponentially, as our
society becomes increasingly mobile.
Crystal Vilkaitis, social media expert,
shares her take on big-picture trends, best
practices and timesaving tips in this month’s
cover interview. She says there are 1.3 billion
Facebook users right now — and 1.1 billion
view the site from a mobile device.
On the flip side, the story of a toy retailer who
2
Last run: July 2014
Hare (877) 631-4273, Primitives by Kathy (866) 295-2849,
Brownlow (800) 433-7610, Harold Import (800) 526-2163
and Nora Fleming (630) 231-2500.
* , ) 7 % ( $7 ran an old-fashioned newspaper ad also caught
our attention this month (RetailBeat, p. 4).
Patrick Holland, owner of Mountain Top Toys,
was looking for a way to stand out during fourth
quarter. Sales were down, and he needed to do
something to stir the pot.
That something turned out to be an
expensive full-page ad in Chattanooga’s daily
newspaper. Circulation: 86,000.
But this wasn’t just a typical pre-Christmas
promotional ad. This was an ad from the past,
says Patrick: “I did the opposite of what would
be expected and wrote a brand ad, a long-copy
brand ad you might have expected to see in
the 1970s, touting unknown products from
unknown manufacturers — at a time of year
when only big-brand bestsellers are seen in
FEBRUARY 2015
Ready to
roll the dice
in 2015?
mass-market toy advertising.”
So he ran the ad with the headline, “We’re
not your typical toy store. For starters, we
recommend you buy fewer toys this Christmas.”
The ad touched a chord — and Patrick’s
business turned around. I love when a small
retailer rolls the dice and it pays off. May
Patrick’s story inspire you to shake things up
in 2015. After all, isn’t that what entrepreneurs
do best?
www.giftbeat.com
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HZKDW´RU³YHU\´LPSRUWDQWWRFXVWRPHUVWKLV&KULVWPDV
Signs/Plaques
Apparel
Last run: July 2014
#1 PRIMITIVES BY KATHY: Box Signs
#1 SIMPLY NOELLE: boot socks, various
#2 CARSON: sentiment, various
t #3 COLLINS PAINTING: wood signs
#4 GANZ: wood signs, various
#5 POOR BOY WOODWORKS: wood signs
#6 DEMDACO: Kelly Rae Roberts, various
t#7 MUD PIE: burlap, various
#8 P. GRAHAM DUNN: inspirational, various
t #9 BLOSSOM BUCKET: sentiment, various
t #10 KINDRED HEARTS: sentiment, various
Honorable mention: About Face Designs, My Word,
Second Nature by Hand, Glory Haus, Giftcraft, Wish
Upon A Sign and Sawdust City.
#2 GIFTCRAFT: Charlie Paige
t #3 SNOOZIES: slippers
t #4 LAZY ONE: nightshirts, pajamas
#5 DM: scarves
#6 LIFE IS GOOD: T-shirts
#7 TWO’S COMPANY: scarves
#8 HOWARD’S JEWELRY: scarves
#9 VERA BRADLEY: scarves, various
#10 SPARTINA: scarves
Mud Pie (#7) heads to the beach with
its crab chalkboard sign, featuring a
corrugated tin crab with chalkboard
belly for personalization. Cost: $18.50
(800) 998-1633, mud-pie.com.
Honorable mention: Janska, Ganz, Gold Medal and
Notes to Self.
S Collins (877) 490-5909 moves six spots and Blossom Bucket (800) 662-5923 jumps from honorable
mention. New: Mud Pie (800) 998-1633 and Kindred Hearts (815) 230-2700.
Highest Markups
Personal Care
Last run: June 2014
#1 DM: jewelry, scarves, various
#2
t #3
t#4
t #5
#6
#7
t#8
#9
#10
Last run: October 2014
S Snoozies (252) 991-3373 and Lazy One (866) 340-5278
VKLIW¿YHVSRWV
Last run: August 2014
#1 CAMILLE BECKMAN: lotions, various
t#2 THYMES: bath and body
#3 THE NAKED BEE: lotions, lip balm, various
#4 MICHEL DESIGN WORKS: lotions, soaps
#5 CRABTREE & EVELYN: lotions, various
t#6 POO-POURRI: toilet spray
t#7 MANGIACOTTI: lotions, various
t#8 HYDRA SOAP: shower bursts
t #9 DEMDACO: Glowology
#10 GREENWICH BAY: soaps, various
CENTER COURT: Forever in my Heart, var.
SIMPLY NOELLE: apparel, various
SNOOZIES: slippers
BRIGHTON: jewelry, various
SILVER FOREST: earrings
TRANSPAC: seasonal, various
GANZ: seasonal, jewelry, various
HOWARD’S JEWELRY: scarves, jewelry
THE GOOD BEAD: Ginger Snaps, various
Mangiacotti’s (#7) “Whipped Body
Lotion” and “Whipped Body Wash” in
Ginger Lime, Clementine, Pomegranate
and more add fun to personal care
(508) 226-6900, mangiacotti.com.
Honorable mention: Lava Accessories, Pandora,
Craig Bachman and Primitives by Kathy.
Honorable mention: DeVine, Olivina, Archipelago,
Caldrea, Caren Products, Lollia and European
Soaps.
S Simply Noelle (910) 270-4047 shifts six places and
Brighton (800) 235-8748 climbs from honorable mention.
New: Snoozies (252) 991-3373 and Ganz (800) 724-5902.
S Thymes (800) 366-4071 shifts three spots, and Poo-Pourri (972) 818-8200 and Mangiacotti (508)
226-6900 jump from honorable mention. New: Hydra (415) 282-9500 and Demdaco (888) 336-3226.
REGIONAL Charts
t Please Note: Regionally,
GIFTBEAT’s reporting stores
break down as follows: 29%
Midwest, 25% South (including
Texas and Virginia), 24% West
and 22% Northeast.
METHODOLOGY: The data for
*,)7%($7DUHFDOFXODWHGHDFKPRQWK
according to a point system. A nationwide
QHWZRUNRIUHSRUWLQJVWRUHRZQHUV¿OORXWD
PRQWKO\TXHVWLRQQDLUHWKDWDVNVWKHPWRUDWH
their three top-selling items in each of the
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DVVLJQHGSRLQWVLWHPVUDQNHGVHFRQGDUH
JLYHQSRLQWVWKRVHUDQNHGWKLUGDUHJLYHQ
SRLQW3RLQWYDOXHVDUHWRWDOHGDQGUDQNHG
in descending order to come up with the
top-selling items. Data are supplied by card/
gift, boutique/specialty, collectible/gift and
gift/home decor stores that represent every
region of the country. Although members
RIVRPHEX\LQJJURXSVSDUWLFLSDWHLQ*,)7BEAT’s monthly surveys, no more than 10%
of a particular group is used. In addition, none
RIWKHUHWDLOHUVZKRSDUWLFLSDWHDUHDI¿OLDWHG
ZLWKDQ\YHQGRU8QOHVVRWKHUZLVHVSHFL¿HG
all data are based on sales (dollars) within
the past month. Tabulations are conducted by
Suburban Associates, a New Jersey-based
PDUNHWUHVHDUFK¿UP
CANDLES
APPAREL
PERSONAL CARE
NORTHEAST
NORTHEAST
NORTHEAST
1. Yankee: jars, votives
2. 9LUJLQLD*LIW%UDQGV:RRG:LFNYDU
3. Root: tapers, various
4. Colonial: tapers, various
5. Rewined: jars
SOUTH
1. Tyler: jars, various
9LUJLQLD*LIW%UDQGV:RRG:LFNYDU
<DQNHHMDUVYRWLYHVYDULRXV
6ZDQ&UHHNSRWWHU\YDULRXV
7K\PHV)UDVLHU)LUYDULRXV
MIDWEST
1. Virginia Gift Brands: var.
<DQNHHMDUVYRWLYHVYDULRXV
7K\PHV)UDVLHU)LUYDULRXV
6ZDQ&UHHNSRWWHU\YDULRXV
5. Aromatique: general line
WEST
1. Yankee: jars, votives, var.
9LUJLQLD*LIW%UDQGV:RRG:LFNYDU
3. Tyler: jars, various
4. Root: tapers, various
/XPLQDUDÀDPHOHVVFDQGOHV
1. Noelle: boot socks, various
2. DM: scarves
3. Life is Good: T-shirts
4. Giftcraft: Charlie Paige
5. Snoozies: slippers
1. The Naked Bee: various
2. Crabtree & Evelyn: lotions, various
&DPLOOH%HFNPDQORWLRQVYDULRXV
4. Thymes: bath and body
5. Poo-Pourri: toilet spray
SOUTH
SOUTH
1. Noelle: boot socks, various
2. Two’s Company: scarves
3. Giftcraft: Charlie Paige
4. Snoozies: slippers
5. Life is Good: T-shirts
1. Camille Beckman: lotions
2. Thymes: bath and body
7KH1DNHG%HHORWLRQVOLSEDOP
0LFKHO'HVLJQ:RUNVORWLRQVVRDSV
5. Hydra Soap: shower bursts
MIDWEST
MIDWEST
1. Noelle: boot socks, various
2. Giftcraft: Charlie Paige
3. Snoozies: slippers
4. Lazy One: nightshirts, pajamas
5. Howard’s: scarves
1. Thymes: bath and body
2. &DPLOOH%HFNPDQORWLRQVYDULRXV
3. Poo-Pourri: toilet spray
4. 0LFKHO'HVLJQ:RUNVORWLRQVVRDSV
7KH1DNHG%HHORWLRQVOLSEDOP
WEST
1. Noelle: boot socks, various
2. Giftcraft: Charlie Paige
3. Lazy One: nightshirts, pajamas
4. Howard’s: scarves
5. DM: scarves
WEST
1. Camille Beckman: lotions
0LFKHO'HVLJQ:RUNVORWLRQVVRDSV
3. Thymes: bath and body
4. Crabtree & Evelyn: lotions, various
5. Archipelago: lotions, various
F E B R U A RY 2 0 1 5 * , ) 7 % ( $7
|
3
Ideas and inspiration
B
etter weather, falling gas prices and the Christmas
rush helped retailers end 2014 on a positive note, as
56% reported higher December sales. “Mother Nature
absolutely loved us, and we didn’t have any snow in
December for the first time ever,”
DECEMBER 2014 SALES
says a Wisconsin shop owner.
(vs. December 2013)
But those increases couldn’t make
up for the slow start to the year, as
Up 10% or more…
26%
four out of 10 retailers reported that
Up 5-9%...
17%
overall business was down for 2014.
13%
“December sales were good, but sales Up 1-4%...
Even…
14%
in the first quarter of 2014 were so
severely down due to weather, the
Down 1-4%...
16%
economy and lack of confidence, we
Down 5-9%...
4%
never made it up,” says an Indiana
Down 10% or more… 10%
respondent.
Note: December sales were up for 56%
“It was an up and down year, but
of retailers, helped by better weather and
gas prices. When comparing total 2014
December was great once again! The
sales to the year prior, 47% of our reporting
shopping trend I noticed was that
retailers saw gains, while 41% were down.
customers were buying fewer and
smaller gifts for friends, and little for co-workers. It was critical for us to have
gift suggestions in all kinds of price ranges,” says a Florida retailer.
Customers also shopped later in the season, with discounts a primary
motivation. “They were always looking for coupons or some kind of deal,”
says a South Carolina retailer. “Our customers shopped up until the last week
of Christmas, and then our business slowed down.”
A Minnesota retailer found a similar buying pattern: “Response to
promotions and coupons continues to grow and be more important, which is
difficult because they cut into profit margin.”
In general, the trend was away from holiday goods and toward more
functional gifts, locally made goods, apparel, jewelry and fashion accessories.
But those who offered Christmas goods say sell-through was strong.
“Everything just came together for a fantastic season. I have never had as
little Christmas left as this season,” says a Michigan shop owner.
Retailers turned to Facebook throughout December to remind customers
that they were ready to serve them. Here, they share some of the posts that
got the best response:
(1) Yes, We’re Open. A Mississippi retailer
normally closed on Sundays made sure her customers
knew the shop was open Sundays from noon to 4 p.m.
between Thanksgiving and Christmas. She reports that
it was a traffic booster.
(2) Come And Get It. How do you stand out on
Facebook and Instagram? Show pictures of 700 pounds
of best-selling candy being delivered, and then follow up with images as it
sells down. “It instills a sense of urgency and gets some newbies in to see
what all the fuss is about,” says an Oklahoma shop owner.
(3) Merry Christmas To You. A South Carolina retailer’s video of
her and her employees singing a Christmas song to customers was a hit.
“It got a lot of views! We will definitely do that every year,” she adds.
that, rather than overwhelm kids
with a big pile of presents, “we
may all do better with fewer, more
meaningful toys that engage,
educate and provide a real benefit
or function in our children’s lives.”
He then went on to share three
t Background: Patrick Holland of
special toys he sells, wrapping up
Mountain Top Toys wanted to make
the ad with these words: “We may
a statement, even if just for a day. So
not have countless aisles of options.
he ran a full-page ad
But that’s okay. When
We’re not your
the first Sunday in
you’re the smallest toy store
December, lucking
typical toy store. in the area, you only have
out with placement For starters, we
room to carry the best.”
on the front page of
recommend you
t Response: The ad
the paper’s second
buy
fewer
toys
struck a chord, he says.
news section. Part
Sunday afternoon his phone
this
Christmas.
of his motivation, he
started to ring — and
says, was to regain
customers started to come,
control of the smallsome traveling 20 miles
business message
or more to see his shop.
“because when
December sales reversed
someone else (a big
direction immediately
business) sets aside
after the ad ran. Posting
one day a year to
promote shopping
on the American Specialty
small businesses,
Toy Retailers Association
what goes unsaid
(ASTRA) message boards,
but is implied to the
Patrick wrote, “Let’s all
consumer is that the
work to find new ways to
other 364 days are
help and support each other
for the big boxes.”
in 2015, starting with taking
t Message: With the idea that “less back the small-business message. After
can be more,” Patrick’s ad suggested all, who better to tell it?”
S
eeing weaker-than-expected
sales numbers during fourth
quarter, a Tennessee toy retailer
took a chance on an expensive
ad in Chattanooga’s daily
newspaper — and it paid off.
PAID ADVERTISEMENT
Far be it from us to suggest you cut down
on the number of gifts you give your child
this holiday season. We are, after all,
a toy store.
But it occurs to us that
rather than overwhelm
kids on Christmas
morning with a big pile
of presents, we may all
do better with fewer,
more meaningful toys
that engage, educate, and
provide a real benefit or
function in our
children’s lives.
Toys that require a little
more in terms of dollars and parental
involvement. But provide far better
dividends in the end.
Like Fairy Tale Toyhouse &
Storybook kits from
Storytime Toys. Attractive,
durable and light-weight,
they allow boys and girls
to dive into a fairy tale
through reading, building
and pretend play. Perfect
for children ages 3-8.
Or how about
Modarri cars that let kids
build and swap parts to create
what we believe is the coolest and
best-built imaginative play car we’ve seen
in years.
Or adorable Toymail mailmen that can
deliver voicemail to your child from
traveling parents or out-of-town relatives,
helping your family stay connected
anywhere, all the time.
Toys not typically found in
holiday catalogs. Or retail
chain stores. Toys invented
by passionate entrepreneurs
who want to create a better
playing experience for
children. But who often
have limited marketing
budgets to promote their
wonderful products.
Don’t get us wrong - we sell “popular” toys,
too. But we won’t compete with big box
stores or shopping websites to see who can
offer the steepest discounts for
the same “hot toys”.
Because toy discounts don’t
save you money if those toys
are no longer being played
with on December 26th.
So let us help you find a
toy that can make a
positive impact on your
child. Sure, we may not
have countless aisles of
options. But that’s okay. When
you’re the smallest toy store in the area, you
only have room to carry the best.
1231 Taft Highway, Signal Mountain, TN 37377
423-886-6943 | mountaintoptoys.com
Small Business. Big Heart. Awesome Toys.
38089291
retailBEAT
Not Your Typical Ad
WHEN TACKY SELLS
A Washington retailer has had success
adding consignment goods to her
merchandise mix: “It’s a great way to
add product without paying in advance.
It helps the artist get a feel for what
works, and it lets the store try product
with no risk.” She offers the example of
an artist who brought in several dozen
glass ornaments she had made featuring
colors and stickers of the local football
team. Even though the retailer thought
they were kind of tacky, she decided to
give them a try. Guess what? She sold
every one!
HOT DISCUSSIONS ON giftbeat.com/subscribers
1.
IF YOU COULD HAVE ANY LINE (Buying/
Product forum). A South Carolina retailer got the
discussion rolling by asking her peers, “If you could get
approved for any new line, which one would you bring into
your store this year?” The overwhelming
answer among her peers was Brighton,
especially the company’s jewelry. “We brought
it in recently and in two weeks sold 46 pieces,”
says a Maine retailer. Others chimed in, sharing
sales results and bestsellers. When the Maine
retailer mentioned that his Brighton business
had dropped off after Christmas, a New Jersey
shop owner offered this advice: “I’d make sure
you have a good assortment of appropriate
Valentine’s Day gifts, and start to market the heck out of the
heart necklaces/infinities. Last year we had guys of all ages
come in for Brighton for Valentine’s Day (even younger
teenagers — there are cute, delicate heart necklaces that retail
around $30-$40). Brighton is also huge for Mother’s Day.”
4
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2015
2.
SUCCESSFUL CHRISTMAS-THEMED
ITEMS (Buying/Product forum). A North Carolina
retailer planning to decrease her inventory of Christmasthemed goods asked her peers if any holiday items blew out.
Ornaments from Old World Christmas and Glory
Haus received multiple mentions, while others cited
Stony Creek lights, C&F towels, Michel Design
Works’ soaps and blinking ornaments from D&D
Distributing. A second North Carolina retailer
shared her approach to holiday: “Lots of regular
merchandise, if presented with a Christmas ribbon, sells
well. I don’t like to bring in something that you have
to put away on January 1. You can do a lot with bows,
containers, etc. We do both Christmas and regular dish
towels, and regular far outsells ones with red and green and
funny Christmas sayings. We also do well with traditional
religious-scene ornaments. We hang them on a stand, put
some woodsy greenery around them, and folks buy them
much better that way than hanging on a tree.”
Avoid These 3
Words In Emails
T
he following words
can make you come
across as insincere
or dishonest. Remove
them from your outbound
messages pronto:
‡)RUPDOO\ Example: “I’d like to
formally introduce myself.” It’s
just one of those stodgy words
that comes across as cold and
impersonal.
‡8QIRUWXQDWHO\ Example:
“Unfortunately, your package
was lost in the mail.” That
can trigger readers’ anger
because it implies “This bad
thing happened and you have
no control over it.” Instead,
clearly state the problem, and
then explain how you plan to
resolve it.
‡5HJUHWWDEO\ Example:
“Regrettably, we will not be
DEOHWRIXO¿OO\RXURUGHU´7KH
word “regret,” or any form of it,
should be used during times of
deep sadness. When it is used
elsewhere, it comes across as
overly dramatic and fake.
Note: Adapted from “10 Trigger
Words to Ban from Your Emails,”
John Brandon, inc.com, reprinted
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FRPPXQLFDWLRQEULH¿QJVFRP
www.giftbeat.com
Add Instagram To Your Marketing Plan
Involve your people. Gift retailers should
ecause there are no
~
post pictures of themselves and staff to
B
controls by Instagram
on what appears in a user’s
feed — and it’s easy to create
beautiful photos fast — many
people are turning to this
platform for social media
expression. Crystal Vilkaitis
of Crystal Media says retailers
take advantage of Instagram for Crystal Vilkaitis
many reasons, including that it recently
surpassed Twitter in its number of followers.
Here’s her take on why you should add the
social media channel to your marketing plan:
Instagram is on the rise. While it may
not have as many users as Facebook, it boasts
more than Twitter or Pinterest. Recent stats
show 300 million people use the site.
Its trendy status targets younger users.
Teens and young adults make up the largest
chunk of people on Instagram, but the adult
demographic is growing, too: 41% of users
are 16-24 years old and 36% are 18-29 years
old. Nearly a third of U.S. teens consider
Instagram the most popular social network.
You can easily take great photos on
your phone. Instagram is a mobile-based
app that allows people to almost feel like
professional photographers. Users can share
their lives and creative photos — easily —
and so can your store.
There’s less interference. Many people
like that Instagram has no algorithms behind
the scenes to know about or work around
like Facebook. Everything is posted in
reverse chronological order in a user’s feed.
humanize the brand. Show a few photos of
setting up a window display, selfies in store and
staff wearing items you sell.
A perfect platform for products.
Because the site is photo-based — and you
can easily edit photos as you take them —
new products, limited quantities or one-of-akind items sell well.
Simple tips can help you stand out.
Post artistic, creative photos. Images featuring
blueish tones receive 24% more likes. Ones
with a single dominant color receive 17%
more. Textured images receive 79% more
than smooth ones.
Build followers by finding your
customers. Search for local hashtags (search
words preceded by the # sign) to find users
in your area. Find people you know to follow
and then also keep track of people and
businesses they are watching.
Follow influencers, too. A gift shop
Crystal Media worked with in Greensboro,
N.C. followed an influencer on Instagram who
came in to make purchases and then posted
a picture talking about the store. It got great
exposure and created a new customer.
Let customers buy with two words.
Once you have customers on file who follow
your account, post one-of-a-kind items and
say the first established customer to type
“ring me” gets the purchase.
Note: For more information and tips, visit
crystalmedia.co. You can contact Crystal Media
at [email protected].
~
~
~
~
~
~
~
~
~
Falling Gas Prices Help
Lift Mood In Atlanta
(continued from page 1) case some shows.” Her fave
find: Buckhead Betties (866) 284-0296, which
had “lots of great product at good prices.”
t.JOOFTPUBTIPQPXOFr: “We were very pleased
with the fresh displays in showrooms and new
products.” For emerging trends, she noticed more
monogram items (including lighted letters and initials
on everything) and the chalkboard look, especially on
Christmas goods. Fave finds: Second Nature by
Hand (608) 637-8860 wall art and Judson & Co.
(866) 615-8247 jewelry at “great price points.”
t North Carolina respondent: “We are always
looking for bright spring/summer colors at this
show, and we were not disappointed. Leggings
and socks had done so well for us this fall that we
continued with these, too.” Fave find: World’s
Softest Socks from Crescent Sock Company
(423) 568-2101. “They have such a variety of
styles, great patterns and wonderful color,” she
says. She also bought leggings and palazzo pants
from multiple sources. Two new lines she’s trying:
Freaker’s (910) 399-3988 coozies and Heartland
Fragrance (888) 876-7627 children’s soap.
t New Jersey shop owner: “The general buzz
seemed positive!” For trends, she mentioned
the growth of give-back/charity lines, which she
expects to be huge in 2015, following on the
success of Chavez for Charity. She cited “Threads”
by The Shine Project (theshineproject.com),
which employs inner-city youth, as a new causerelated jewelry line to watch. Another fave: Luca
+ Stella’s (401) 942-1840 bracelets, which have
sold very well in her store.
Note: Want more sources and feedback on the shows? Log
on to our community board and chat with your peers:
giftbeat.com/subscribers.
Q&A: Is Your Social Media Plan Ready For 2015?
(continued from page 1) promotional,” like posts
that talk all about products and sales, won’t be
seen unless you pay for ads to promote them.
Q. How can retailers still get the most
readers possible for their Facebook posts?
A. If your posts are not strongly about sales,
there is still a chance your customers will see
them, but that is a very gray area right now.
We are seeing very small amounts of organic
reach happening.
taking a step backwards, using traditional
methods for creating a detailed strategic plan.
This plan will determine what kind of posts
you do and who you will reach.
A lot of retailers have done social media
spontaneously, where there isn’t a lot of strategy.
But you need to know your goals. If your goals
are to generate foot traffic or collect emails, set a
goal for how many you’d like to reach. Create a
plan that will accomplish these goals.
If you do boost your posts with Facebook
Facebook and many other social media sites
ads, your reach can still grow organically as people are what I call non-dependable networks. You
like the post and interact with it, but the free views don’t own them and can’t control what is
aren’t as easily gained without ads to get it started. seen. A more dependable network to market to
is your database of emails or phone numbers.
Video is a growing trend on Facebook. We
are seeing more time given to video in newsfeeds We want to use the non-dependable methods
to increase our dependable networks.
and also to native links. Native links are ones
copied into your posts to share on your timeline
One way you can do this is through a
rather than using the share button — they appear giveaway promoted by social media posts
with a headline, photo and summary.
directing people to visit your website or that
The great news for those who do want to use
Facebook ads to reach customers is that they
are extremely targeted and reasonably priced.
I would also note that last year Twitter and
Facebook were testing buy buttons on the sites
to let people shop more easily.
Q. What advice would you offer
for planning successful social media
campaigns this year?
A.
Planning for social media now is like
ahead of time and schedule
them for the entire month.
Then you can log in just
to answer and respond to
people in real time or add
a few updates.
No social
media plan?
Big
mistake.
For scheduling, I suggest setting up
scheduled posts directly on Facebook. It is OK
to sync your account so they appear on your
Twitter feed, too. Viraltag.com can schedule
for Pinterest. Sites like Hootsuite offer free
or low-cost ways to manage Facebook and
Twitter posts.
Make sure you are using the Facebook Pages
application on your phone to manage posts
rather than just using the regular Facebook
app. It allows you to add photos, create posts
and receive push notifications on your phone
that help you stay on top of what’s happening.
An app that I am obsessed with is WordSwag,
but it is only for iPhone right now. You can
let you collect emails. You can use a third-party
take a photo or upload your own background
app to collect addresses. It can be branded and
image and then layer text on top of the photos
will let you export those addresses later to your
to make it stand out or match your brand.
email marketing program. Woobox.com is one
Then you can post it right from the app to the
of the free apps.
major social media sites.
Q. Any timesaving tips you can share
Q. What are some of the biggest mistakes
for handling social media?
you see retailers make with social media?
A. There are tools like canva.com that are free A.
and will help create some of your media graphics.
It is possible to write and create all your posts
Tracking the pulse of the gift industry
FEBRUARY
The real mistake I see is having no plan
(continued on page 7)
2 0 1 5 * , ) 7 % ( $7
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5
productBEAT
T Here’s the perfect men’s
gift: beer to go! Asobu by
AD-N-ART (888) 738-9021
offers the “Growler 2 Go,”
a stainless-steel container
that holds 64 ounces of
your favorite brew. Finishes
include natural, midnight
black and rustic copper.
The secure swing-top
lid keeps beer fresh and
stabilizes it at the maximum
pressure. Cost: $15
(asobubottle.com).
S TIME CONCEPT’S
(310) 818-6560 “Smile
Lamps” are the perfect
“happy” gift for kids. The
hanging LED light turns on/
off with a simple pull on the
rope. Ideal for camping,
closets, lockers or a child’s
room. Colors include
blue, red, yellow, purple,
pink, green, black, beige
and brown. Cost: $6.80
(timeconceptinc.com).
X HIDE & SEEK TOYS
launches an interactive
plush toy/book set from
illustrator Kevin Whitlark,
who has been drawing
cats for almost three
decades. The game
encourages children
to hide the colorful
plush cats (available in
purple, yellow, green or red), which say, “I’m over here” until
they’re found. Cost: $12. Floor and counter displays include
instructional video (hideandseektoys.com).
T Want a cool sticker line that can safely adhere to stainless-steel
appliances? WELLSPRING’S (800) 533-3561 Sticky Situations®
are repositionable stickers that
add inspiration to a variety of nonporous surfaces, from windows and
appliances to computers, doors and
ZDOOV3ULQWHGRQPLFUR¿EHUFORWK
with a gel adhesive back. Cost: $2
(wellspringgift.com).
n o
“Our biggest Christmas surprise
was Stony Creek’s lighted snowmen.
I could have sold four times what I
purchased!”
— Pennsylvania retailer
ON OUR RADAR: RED FROM P. GRAHAM DUNN
W Tablet/recipe book holder from
C.R. GIBSON (800) 243-6004
keeps recipes and other helpful
cooking information at your
¿QJHUWLSV$YDLODEOHLQFRORUV
(red, white or black), the sturdy
holder is backed with an easel
stand that folds for storage. The
front features an inset chalkboard
(chalk not included). Cost: $8
(crgibsonwholesale.com).
O
MOVIN’ OFF THE SHELF…
Looking for a display that will
resonate with women? Consider a
“comfort” section at your shop’s entrance.
A Minnesota retailer had great success
dressing mannequins in
Relevant’s sleep shirts and
T-shirts from HomeT, with
Snoozies to complement them.
Dammit Dolls provided comic
relief. “We sold the most and
fastest we have ever done on
this display,” she reports. “We’ll definitely
bring it back and expand next fall.”
6
|
* , ) 7 % ( $7 FEBRUARY
2015
P. GRAHAM DUNN (800) 828-5260
captured the “Best of Floor” award in
Atlanta, with the help of its new line “Red.”
With a focus on coasters, car coasters, kitchen
collections and home décor, a highlight of
the made-in-the-USA line is pallet art made
from raw materials locally sourced in Ohio
from an Amish pallet shop. The pine wood
pallets feature primitive, rustic designs and
have the look and feel of age and distress.
Featuring more than 80 designs, themes
range from Love and Family to Inspiration,
Nature, Beach and Seasonal. Available in four
sizes (from 14 x 24 to 36 x 24). Cost range:
$15-$27.50 (pgrahamdunn.com).
ON OUR RADAR: PAPER TOWNS VINTAGE
PAPER TOWNS VINTAGE (470) 225-6621 celebrates pride of place by
creating beautiful jewelry from classic old maps. Offered as
small or large pendants ($12.50–$14.50 cost), the
company’s expansive stock list is nearing 500 locations,
with new cities added all the time. But if you don’t
find what you want, Paper Towns Vintage will make
it for you (6-piece minimum). A Missouri retailer
says, “This jewelry has proven to be a great crossover
item, as it appeals to both tourists and locals.”
The line expands this year to include other
vintage media, such as dictionaries, books and
astrological charts (papertownsvintage.com).
www.giftbeat.com
7523,&$/)/$,5)DVKLRQDFFHVVRULHVKHDGWRWKHUDLQIRUHVWZLWKWURSLFDOSULQWVIHDWXULQJEULJKWO\FRORUHGÀRZHUVDQGIUXLWDFFHVVRULHVPDJD]LQHFRP
RETAILERS’ PICKS: Biggest Christmas Surprises
t As she was planning Christmas 2014, a Virginia shop owner remembered that
last year, customers kept asking if she sold cheese straws. So
Sriracha
VKHGHFLGHGWRRUGHUDFDVHRIDOOÀDYRUVIURPMISSISSIPPI
cheese
CHEESE STRAW FACTORY (800) 530-7496, just to see
straws,
how they would do. Looks like she hit the jackpot! “I was so
surprised that they were one of the steady sellers of the season, anyone?
ZLWKFXVWRPHUVSXUFKDVLQJPXOWLSOHER[HVRIGLIIHUHQWÀDYRUV
and then returning to purchase more.” She says placement
by the register helped, along with the line’s “awesome” packaging and
XQLTXHÀDYRUVVXFKDVVULUDFKD³$QGZKRGRHVQ¶WZDQWVRPHWKLQJWR
snack on or serve at Christmas? It worked!”
t An Illinois retailer hadn’t carried ALICE’S COTTAGE (800)
288-7977 for more than 10 years. But she decided to bring it in
for fourth quarter — and wound up placing four orders between
November and December. She says customers loved the
FRPSDQ\¶VVSLFHGPXJPDWVVSLFHGKRWSDGVDQGÀRXUVDFN
towels. “They thought it was a brand-new line, and they liked the
TXDOLW\DQGSULFH´VKHDGGV7KHÀRXUVDFNWRZHOVHWLQFOXGHVWZR
27-by-30-inch 100% cotton towels, packaged in a cellophane bag
tied with ribbon. Sugg. retail: $15. Shown is “Vin Rouge,” new for
2015 (alicescottage.com).
(continued from page 5) or strategy for
social media. You won’t know if social
media is working for you or whether
to spend time doing the same type of
posts or promotions.
Other mistakes include posting blurry
pictures or using a third-party link that
doesn’t meet the right dimensions for
photos. Many retailers are also not
using ads correctly and can be really
frustrated, or waste a lot of money.
Finally, some make the mistake
of not relating and connecting to
customers through their posts. The
posts need to be about the customer.
Take a photo of one of your staff
members and say something like,
“Doesn’t Jana look great in this red
sweater? What colors do you think
you look best wearing?” Make it
more of a conversation than selling.
Q. Any final words of advice?
A. Assess what you’ve done and see
SPOTLIGHT: MOLLY & DREW
After 10 years in retail, Molly
Wilson sold her Iowa gift shop
and moved to Florida. But just
a few years later, the creative
entrepreneur was ready for a new
challenge. In 2013, she took
over The Beer Bread Company®,
rebranding it MOLLY & DREW
(888) 552-9768. While the
original beer bread mix is still No.
1, the line also includes beer cake
mixes, such as Coconut Crazy and
Q&A: Is Your Social Media
Plan Ready For 2015?
what worked and what didn’t last year.
Why did you get comments on certain
posts and others didn’t work at all?
You also have to be where your
customer is. Do research to find out
what sites your customers are using.
Create customer profiles so you
understand what your customers like.
Do they have kids and pets? Do they
travel? What makes them shop with you?
Knowing this will help you generate
your social media content and gear up
for a great social media plan.
Ooh La Lemon. Molly & Drew
expands this year with four flavored
beer bread mixes, a gluten-free
mix, dip mixes and cheese spread
mixes, including Pineapple Pecan
and Sweet Jalapeno. Cost range:
$1.99–$4 ($4.50 for gluten-free
bread). In Atlanta, Molly handed
out more than 11,000 samples
and reports that the Tall Dark &
Strawberry beer cake mix was a hit
(molly-drew.com).
Trend Alert: TASSELS. The dangling design element made a big
splash at the January shows, with single tassel necklaces all the rage.
Note: Crystal Vilkaitis is the founder of Crystal
Media and also speaks frequently on social
media topics. Based in Southern California,
she has a decade of social media experience. For
more information and tips, visit crystalmedia.co,
or email [email protected].
SHOW TRENDS: Spotted In The Aisles
tREPURPOSING. From jewelry to apparel,
the repurposing trend is hot! Companies
are transforming someone else’s “junk” or
throwaways into unique new products. A
Pennsylvania retailer calls it “the new recycle:
taking something old and making it new again.”
BOTTLES & WOOD debuted its jewelry and
glassware in Atlanta, and CEO Steve Cherry
tells us, “Jewelry is a big seller for us with the
boutique market. All of our items are repurposed
from wine, liquor, beer and soda bottles, so
each piece
has a unique
origin, which is
DGH¿QLWHGUDZ´
Top sellers
include Grey
Goose bangles,
Bombay
BOTTLES & WOOD
Sapphire
necklaces and earrings, and Coca-Cola earrings.
Cost range: $5–$17.50 (bottlesandwood.com).
Tracking the pulse of the gift industry
tBULLET GIFTS.
This ties in with the
repurposing trend,
as companies look to
remake bullets into
jewelry or functional
items. BEAUCOUP
DESIGNS offers
unique bottle
LIZZY J’S
openers made from
RQFH¿UHGPLOLWDU\VKHOOVFDOLEHULQFOXGHV
a pen, 308 caliber doubles as a key chain).
Costs: $7–$12 (beaucoupdesigns.com). With the
tagline “Living The South Life,” the LIZZY J’S
line began when Lizzy’s husband made her a
SDLURIEXOOHWHDUULQJVWRUHÀHFWWKHVSLULWRIWKHLU
outdoor life. Lizzy J’s uses spent and repurposed
shells to create its line of unique handmade
jewelry, including necklaces, charm bracelets,
suede wraps, cuffs, bangles, rings and earrings
(studs and dangles). Costs start at $7.50 for
rings, $10 for earrings (lizzyjs.com).
t CUSTOMIZATION. It’s all about me!
Custom products is a rapidly growing niche, as
FRPSDQLHVORZHUPLQLPXPVVLJQL¿FDQWO\WRPDNH
it easy for small retailers
to differentiate themselves
from the big-box stores.
One Southeast rep
principal tells us he wrote
more custom orders in
Atlanta than ever before.
UNIQIA’S nightlights
offer an opportunity for
customization, with a
minimum of just one
piece and a $6 design
UNIQIA
fee (waived if the retailer
orders 5 or more pieces). The long-lasting LED
light offers changeable image plates for a variety
of themes or occasions, from cats and birds to
EXWWHUÀLHVELUWKGD\KROLGD\VDQGPRUH(DFK
4-by-3-inch light is ½-inch thick and comes giftboxed. Cost: $10 (uniqia.com).
FEBRUARY
2 0 1 5 * , ) 7 % ( $7
|
7
giftBEAT
7UDFNLQJWKHSXOVHRIWKHJLIWLQGXVWU\
72 Tappan Road
Harrington Park, NJ 07640
ADDRESS SERVICE REQUESTED
NEXT MONTH:
~ Tabletop/Accessories
~ Humorous Cards
~ Message Jewelry
Kean’s Rich History Includes
Three Generations Of Change
%\-R\FH:DVKQLN
t The Kean’s Store Company
t NHDQVVWRUHFRP
t Mason, Michigan
t 14,000 sq. ft./downtown
t 19 employees
t Top Lines: Brighton, Vera
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Melissa & Doug, Primitives by Kathy,
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hat started as a fiveand-dime in the
1920s has morphed
into a popular destination store
and boutique run by thirdgeneration owner Teresa Wren.
She purchased The Kean’s Store
Company in 2000 from her dad,
Warner Kean, after working with
him for 15 years. That training
gave her a leg up when it came
to running the Mason, Michigan
business. Although she has been
through ups and downs, her
willingness to embrace change has
helped her survive — and thrive.
Q. How has the store
changed since you took over?
A. We remodeled the inside as
well as the facade in the early
2000s. We removed permanent
shelving and counters to open
up the floor plan, and then
purchased new cabinets and
tables. After we broadened the
flow of the store, we started
carrying more home decor
and furniture, which was very
successful. Then in 2010, we
started carrying more jewelry
and boutique items. Purses,
jewelry and now a large selection
of clothing have taken off.
Q. Can you pinpoint some
reasons for your success?
A. I have a creative and
hardworking staff. We are also in
a beautiful historic downtown.
We aren’t afraid of change and
taking risks. We change the
store around all the time by
redecorating and redisplaying.
We pride ourselves on our remerchandising.
Q. What kind of atmosphere
greets customers?
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bizBEAT
Profiles of businesses in the gift industry
BACKSTORY:
From Five-And-Dime To Trendy, Popular Boutique
I
n 1928, farmers from across Ingham County, Michigan would ride
LQWR0DVRQRQ)ULGD\DQG6DWXUGD\QLJKWVZKHUH.HDQ¶V¿YHDQG
GLPHZDVDIDYRULWHVWRS)RXQGHGE\*XVDQG)HUQ.HDQWKH
original store offered dry goods, notions and penny candy.
)DVWIRUZDUGWRZKHQWKLUGJHQHUDWLRQRZQHU7HUHVD:UHQ
purchased the business from her dad. Over the past 14 years, Teresa
has managed to bridge the gap between an old-fashioned variety
store still offering fabric by the yard and penny candy, with a more
Teresa Wren
modern boutique that caters to today’s fashion-minded consumer.
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But that doesn’t mean the past 14 years have been easy, she adds: “During hard times,
I had to rent space inside our store to Margaret Ross, a popular jeweler. Her 300-squarefoot studio is in our old holiday room. I also rented 1,800 square feet in our lower level to
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don’t compete with our products. Success, success, success.”
Teresa’s approach to business — which she credits with her success — is to embrace
change without fear. She advises her peers to do the same. “Some things will fail and
some things will be successful,” she says.
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A. We have a complimentary
coffee bar, and we make and
sell fresh popcorn. The original
bulk candy case still stands in the
come in costume to see our four
center of the store, and includes
30 bins of different candy. This is princesses: Elsa, Anna, Jasmine
the most popular part of the store. and Cinderella. We have face
painting, nail painting, a free gift
Q. How do you promote
and a walk down our red carpet.
your business?
Our customers rave about it, and
A. Constant Contact gives us
thank us.
the best results. We send no
more than one or two emails per Q. Do you have a favorite
month. I feel that when customers new line?
A. Nora Fleming. Customers
see an email from us, they know
love it and buy it. It also takes
it’s an exceptional offer.
interaction — they need to be
Q. What was your most
successful recent promotion? shown how it works.
Q. What makes you excited
A. Our “Princess Party” we
to come to work each day?
hold at the end of summer. We
A. We love to move, change and
invite 165 little girls, and they
decorate all the time, plus my
employees are great decorators.
Kean’s always looks new and
fresh, and customers constantly
compliment us. I have visited
stores, sometimes just once a
year, and when I return nothing
looks different, not even the
product. This sets you up for
failure. You have to change it up.
Q. What’s your view on
business for 2015?
A. I am very optimistic. I feel
that lower gas prices are really
helping, which is important since
we are a destination store and
pull customers from the region.