f0 tac arantee a gre eason

fN RETAIL. the last rwo monrhs of Ithe year typically generate from 254OVo of annual sales. Many retailers view holiday gift shopping as crucial to making up for the year's weak first and second quarters.

"Convenience is gift shoppers' top priority this year," says Pam Danziger, president of Unity Marketing and author of Why People Buv- Tltings They Don't Need. "Shoppers seek special gifts that are just right for the recipient, but what they want most is to shop stores that are convenient and make their gift shopping experience quick and painless."

Among her strategies for retailers to increase holiday gift sales:

I l. Focus on enhancing the "gifiing" experience, rather than on the gift. The goal of gifting is to emotionally connect the giver with the recipient. The gift itself is the means to an end, a rare opportunity for a store to touch two consumer segments-the buyer and the recipient. and that end is an emotional connection between individuals. Gift shoppers will reward retailers that help them enhance the gifting and gift shopping experience.

2. Kro. qualities desired in a gift. With connecting the goal, giftgivers seek gifts that show they know the recipient. After finding the right item, gifters want quality, uniqueness and an item that expresses their and the receivers' individuality. Giving the shopper a way to customize the gift and to add a special touch just for the recipient will be rewarded. t

J. Convenience is key in shopping.

While gifters want a special, emotionally evocative gift, they won't trudge from store to store to find it. In choosing a store to buy gifts, they want convenience first and foremost, so they tend to go where they shop for themselves and know the layout.

To maximize gift sales, retailers should compile a list of the top gift ideas for specific relations (e.g., husband, wife, child, co-worker) and price points (e.g., $25 and under, $26$50, $51-$100, $100+) and post this prominently at the front counter, the registers, and on the window to entice shoppers inside for the most convenient shopping experience possible. If you have room, end caps or tables stacked with gift ideas draw crowds.

A +. Girt certificates are key.

Gift cards, rather than cash, are preferred by gifters because they show the gifter cares enough to have shopped. Too many stores make their gift certificate or gift card program an afterthought. This misses a huge opportunity to build shopper loyalty among both gift givers and gift recipients. Increasing sales of gift certificates should be a cornerstone of a retailer's gifting strategy, since with a gift card you touch two shoppers, not just one. Gift cards should be appealing to give and receive. Generic cards are hardly enticing. Cards should connect emotionally too, displaying popular licensed themes, brands, or other art that the individual will want to eive and receive.

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J. Cifiting goes on all year long. Gift shopping doesn't take place only in the last two months of the year. Heavy gift buyers, in particular, are always out and about, grazing for new ideas. They buy and stash away gifts all year long, so make gifting and gift shopping a key retail focus throughout the year.

O. Put people back into your store. While retailers are working to remove sales help and make the shopping experience do-it-yourself, gift shoppers value the personal touch. After all they are looking for an emotional experience in the gift they choose and the store they shop at, and they want knowledgeable, well-trained sales help to guide them. They also demand that the checkout process be as convenient as possible. With other retailers depersonalizing shopping, those that put the personal back into it will be greatly rewarded.

( o Target the decision process. Gifters have several critical decision points in the shopping process. They must select something that the individual wants within their price range. To help gifters find the right gift, prepare your staff with a list of open-ended questions to help shoppers discover the perfect gift. Make sure sales personnel know the stock and can intelligently interview shoppers. The goal of gift retailing is to have the

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