Ways to lure housewarc

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ciation show housewares sales ayeraging $68.52 per square foot of sales area with a gross margin return on inventory investment of 1.63. According to the Home Center Institute, the housewares section occupies 20/o of the average home center sales floor with sales averaging $123.26 per square foot.

Not too good, but not too bad. The bad news is that survey figures gathered for the National Housewares Manufacturers Association show that virtually all housewares products are bought in discount and department stores.

Last year only 690 of the kitchen tools and gadgets were purchased in hardware/home center type stores; 990 ofthecook and bakeware;390 of the serving and buffet products; 490 of the bathroom accessories; 890 of the small electrical appliances.

Obviously the do-it-yourself customer is going elsewhere to make houseware purchases. So, what can you as a retailer do to offset the trend?

The following findings from a recent survey of the attitudes and purchasing habits of consumers of housewares products should influence your merchandising. As an adjunct to excerpts from the 1983 Profile of the American Housewares Consumer prepared for the National Housewares Manufacturers Association, we have included ideas to initiate creative thinking and merchandising.

strations, point of purchase aids to spotlight new merchandise?

Purchases of household items with the exception of kitchen tools and gadgets are planned in advance rather than being the result of impulse buying. Are your salespeople armed with information and able to answer questions about products and their advantages?

Over 5090 of the small electrical appliances, cook and bakeware items and serving and buffet products and accessories are purchased as gifts. Do you offer gift wrapping as a bonus, showcase ideas for gifty days such as Valentines Day, Mothers Day and Christmas and maintain a bridal reeistrv?

Story at a Glance

Utilization of housewares consumer profile can improve sales. . extent ol competi. tion from discount and de. partment stores. ways to make your housewares section more upbeat and profitable.

Four out of 10 shoppers rely on instore displays to determine what is available or new in housewares products. Are you using signing, demon-