PHOTOGRAPHY COURTESY OF ACA, NY AND NJ
WITH MORE AND MORE KIDS SIGNING UP FOR SUMMER CAMP, SAVVY RETAILERS ARE REAPING THE REWARDS BY STOCKING THE ESSENTIALS.
SUMMER CAMPS ARE having a moment. Since 2002, the number of accredited day camps has shot up 69 percent, and resident camps have increased by 21 percent, according to the American Camp Association (ACA). “We’re living in a time when people are very plugged in, but there’s still this sense that kids have to be outside—playing, trying new things, making new friends and all the wonderful things that camp has to offer,” declares Susie Lupert, ACA executive director. “I don’t think camp will ever disappear.” Children’s retailers can—and should—position themselves to tap into this growth. If a well-run camp can have profit margins in the 25 to 40 percent range, stores can boost their bottom line by adding summer camp essentials to their merchandise mix. “Camp gear is a very significant portion of our January show,” confirms Stanley Kaye of ENK Children’s Club. “It’s a major, major part of the market, particularly in the Northeast where summer camps are prominent. For retailers, it’s proven to be an excellent sales opportunity and every year it grows bigger.” These days, summer camp can mean everything from hiking and swimming to forensic science and farm-to-table activities. This month, Elle Creative Director Joe Zee will take a two-week hiatus to join his boyfriend, Parsons adjunct professor Rob Younkers, and a crop of fashion-loving tweens at Stitched: Fashion Camp in East Hampton, NY. Co-founded by the couple, the camp for aspiring young designers ages 10 to 14 is just a sample of the many specialized options available for today’s happy campers. “Kids these days are very unique and like to do very specific things,” Lupert says, but she is quick to note, “I also believe that general camps are wonderful because it gives kids time to try new things, such as swimming, arts and crafts, boating—things that they don’t normally associate themselves with.” Whether your littlest customers are headed to a traditional sleep-away camp for a summer full of outdoor adventures, or to one of the growing number of specialty camps, such as Michigan’s Harry Potter-themed science camp or New York’s i2 camp, which features a program where tweens design their own urban transportation system, there are plenty of opportunities to capitalize. Not sure where to begin? Start by checking out the National Camp Association’s sample packing list on www.summercamp.org. Clothing and toiletries are a no-brainer, but camp-bound kids also 2 0 1 3 A U G U S T • E A R N S H AW S . C O M 3 9
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