STOCKING STUFFERS THAT SPARK SALES
FASHION PICKS WITH YEAR-ROUND APPEAL
TABLETOP TRENDS TO REFRESH ASSORTMENTS
Start Fresh Finish Strong,
From last-minute ideas to drive Q4 sales to fresh trends shaping your spring buys, this issue helps you maximize today while planning for tomorrow.
inStore
8 Stocking Stuffers ‘Tis the season to stock up on irresistible impulse items 10 Fashion Faves
Apparel and jewellery in hues that work for both winter and spring displays
25 At Your Service Tabletop trends for winter and spring assortments
6 Hello! Your Voices, My Compass 14 Shop Profile
From a home-grown side hustle to a 16-year-strong home and gift store in Grande Prairie, Alta., store owner Charlene Moore tells us about the success behind The Primitive Lane
Spring is one of the best times of year to play with visual merchandising, and props are a great way to set the mood. Here are eight props to get your imagination soaring for next season.
New lines, launches, industry goings-on and upcoming trade shows
As we gear up for the winter holidays, it’s especially important for store owners to have an online presence that’s in tune with their business — and community. Learn how to fine-tune your website and social media presence to up your sales this season.
Your Voices, My Compass
When I wrote last issue’s note (Leaner Issue, Louder Voice) about drawing lines, protecting this community and refusing to give space to vendors who don’t respect independent retailers, I knew it would stir something. What I didn’t expect was how deeply it would echo back.
Your letters poured in — reminding me of the heartbeat of this magazine: you.
Tracie Plommer of Brushed Designs in Waterford, Ont., has been in business nine years, and admitted this past season nearly broke her spirit. She told me the last issue of the magazine gave her hope, a reason to get her head back in the game. That’s why my team and I do what we do — to help light the path forward, even when the road feels dark.
Kim Edwards, owner of Deer Valley Florist in Calgary, Alta., flipped my words back on me with two bold ones: “I SEE YOU.” She named the brain drain of juggling frustrations and toxic dynamics and reminded me that my fire fuels yours. That exchange of energy — that’s what keeps me going.
Liz Compdon of Sea, Salt & Twig wrote simply and powerfully to say that she loves seeing me stand my ground, because we all have enough battles without the BS. She added there are “so many of us that support you.” I felt that. And I don’t take it lightly.
And Suri Weinberg-Linsky, owner of Squibb’s Stationers in Toronto — operating for 98 years — named the harsh reality of distributors pushing out independents. She reminded me that being loud matters, even when it doesn’t always win us points. That’s a truth we share.
InStore carries your voices, your struggles, your resilience and your grit. You are why I fight for this community — and why this magazine exists.
Thank you for writing in, for standing with me and for reminding me — and each other — that we are not alone.
This is our community. We need to be loud. And as long as you keep speaking, I promise I’ll keep listening — and I’ll keep fighting.
Erica Kirkland, Publisher & Editor
Editor & Publisher
Erica Kirkland ekirkland@instoremagazine.ca
Art Director Gerry Wiebe
Advertising Inquiries
ekirkland@instoremagazine.ca 905-690-0492
Contributors
Castlerock Studios, Will Fournier, Sarah Fournier, Jessica Harlan, Nickeisha Lewis, Natalie Noblitt
InStore Magazine™ was founded independently in 2014 by Erica Kirkland. The magazine is published four times a year and sent to 12,000 independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items.
© 2025 InStore Magazine™. The contents of this publication are the property of InStore Magazine Inc. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein.
Printed in Winnipeg, Man.
Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine™, 169 James St S., Unit 606, Hamilton, ON L8P 3A3. Email: editorial@instoremagazine.ca
Stocking Stuffers!
‘Tis the season to stock up on irresistible impulse items
Misc. Match Love Bomb Candle from Illume, $38.25 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Resin keychain, Giftologie, giftologie.myshopify.co
Epsom salts made in Canada, available in 18 varieties, $15 retail, Peace, Love & Sarcasm, peacelovesarcasm.ca
Coaster, $5 retail, Koppers Home, 866-604-0490, www.koppershome.com
Teddy Bear fur slippers, Snoozies, 252-650-7000, www.snooziescanada.ca
Make Today Awesome socks from Primitives By Kathy, $19 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Coastal blue slippers from Bella Sleep & Spa, $51 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Patchology eye gel sampler pack of five, $19 retail, Rare Beauty Brands, rarebeautybrands.com
There’s great variety and a full programme at the largest and most international consumer goods fair. With its Dining, Giving and Living areas plus an enormous hospitality offering, Ambiente is the world’s leading event in this sector.
The global consumer goods meeting place. ambiente.messefrankfurt.com
info@canada.messefrankfurt.com
Tel. +1 905 824 5017
A magical trade fair visit awaits:
Christmasworld presents a glittering array of inspiration, with an extraordinary variety of seasonal and festive decorations and lighting. You’ll also experience a unique programme of events, full of trends and ideas for the year’s many celebrations. Book your ticket at christmasworld.messefrankfurt.com
info@canada.messefrankfurt.com
Tel. +1 905 824 5017 Seasonal Decoration at its best
What We’re Loving
Fashion Faves inStock
Smartphone purse with wallet, $55 retail, ESPE Vegan, 905-881-3829, www.espe.ca
Sterling silver meditation/spinner/fidget ring, $49 retail, MeditationRings, www.meditationrings.com
A grounded collection of apparel and jewellery in hues that work for both winter and spring displays
Oxidized chevron earrings handmade in Canada, $44.99 retail, Arlana Exquisite Styles, arlanaexquisitestyles.ca
Smartphone purse with wallet, $55 retail, ESPE Vegan, 905-881-3829, www.espe.ca
Mira midi dress, $145 retail, Pokoloko, 844-476-5656, www.pokoloko.com
Sand & Stone anklet, $21.95 retail, Axicon World Imports, 800-465-5587, www.axiconworld.com
Beaded earrings from Myra Bag, from $13 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
News & Notes Inside
IN THE NEWS
CTG Brands
Acquires Giftcraft
A Canadian wholesaler, CTG Brands Inc., with limited visibility and a modest account base of just 3000, has finalized its acquisition of Toronto-based Giftcraft. According to CTG, Giftcraft will be integrated into its portfolio through an affiliated company, Giftcraft 2025 Inc. The company claims that “The deal represents a pivotal moment for Canadian retail distribution, strengthening CTG’s role as a major player in North American wholesale.”
Bin Wang, executive vice president of operations and finance at CTG, told Retail Insider: “As a Canadian corporation, we are acquiring Giftcraft from U.S. private equity and bringing the business back to Canada.”
According to Retail Insider, while Giftcraft will benefit from CTG’s infrastructure, the companies will maintain distinct identities. Giftcraft is expected to relocate operations but will not be merged into CTG’s Vaughan headquarters.
“Our vision is to run them separately because both companies have very distinct cultures,” noted Wang. “Certain operational departments like warehousing, IT and customer service will be shared, but for the most part, the two companies will continue independently.”
It remains to be seen whether CTG can scale up, build a credible leadership team and win back retailers. Without clarity on who will guide product development and strategy, questions about the long-term future of Giftcraft remain unanswered.
Giftcraft was acquired by a U.S. private equity group in 2021, a move that ultimately led to overleveraging and financial distress. By early 2025, the company was carrying more than $54 million CAD in debt, including loans owed to RBC. It entered receivership after breaching liquidity covenants, scaling back operation, and losing momentum in key product lines — notably Ripskirt, which struggled under U.S. tariffs. This decline marked a steep drop for a company that had once been named one of Canada’s Best 50 Managed Companies under founder Trevor Cohen.
- Erica Kirkland
Audrey’s Comes Home To Canfloyd
Grace Management, a privately held, family-owned business, was founded in 1975 and traditionally specialized in home fragrance brands, including Bridgewater Candle Company, Votivo and Greenleaf. Recently, with the purchase of Audrey’s, the company has expanded its product base into home décor, seasonal décor and faux florals. Grace has chosen their longtime Canadian distributor partner, Candym/Canfloyd, as the Canadian supplier of Audrey’s to Canadian retailers. www.canfloyd.com
Corrections!
In the Summer 2025 issue of InStore, the incorrect website was provided for Little Loveables.
This is the correct site www.northandlittlelovables.ca.
The incorrect company was listed as the source of these spice blends in glass jars. The blends are crafted in Canada and available through Triple Smoke for $9.50 retail each. www.triplesmokefoods.com
the goods
Ecology Earth Collection
Kay Dee Designs has launched a new collection of clothes, Ecology Earth, made from recycled bottles which can hold seven times their weight in water. The clothes are ultra-absorbent, fast-drying and eco-friendly. Perfect for drying dishes and hands, as well as wiping up spills.
Imaginative Play
Montreal-based distributor ILO has secured the rights to Djeco, a manufacturer of quality children’s toys. A popular brand within Djeco is The Tinyly collection of figurines. The line includes many accessories, delicate creatures, funny houses and wacky metal cars. Accessory packs with a tiny room are $24.99 and a set of two figurines is $17.99. www.ilo307.com
Canadian Ammolite Jewellery
New pieces from Korite, a Canadian-owned and operated provider of ammolite jewellery to retailers around the world, focus on quality craftsmanship and premier packaging. Established in 1979, Korite’s collection highlights the rarity and beauty of Canada’s gemstone. Every Korite piece is ethically mined and handcrafted by skilled artisans. Pendants retail from $499 from the earrings pictured are $895 retail. www.korite.com
Joeydolls
Canadian brand Joeydolls offers a diverse line of cultural dolls, thoughtfully designed to reflect the vibrant traditions of cultural heritage. Unlike other brands, the soft, playful dolls are made for all ages, combining cultural authenticity with fun and cuddly appeal. By celebrating diversity and inspiring pride, Joeydolls brings families together, encouraging conversations that nurture understanding and inclusivity. joeydolls.com
Country Vibes & DIYs
The Primitive Lane
Offering Home Decor with a Decidedly Country Vibe
A
fter leaving her full-time casino job, Charlene Moore started making handmade candles and primitive décor to earn some money while being at home with her kids. Her side hustle evolved into The Primitive Lane, a 4000-square-foot home and gift shop in Grande Prairie. Alongside home décor with a decidedly country vibe, Charlene uses her creativity to inspire customers through onsite workshops and home DIY kits.
What makes your store unique? What makes us special is the feeling you get when you walk in the store. You get a sense of comfort as you browse.
My mother and sister both work here, so there’s a nice sense of community. And we feature local makers and handson workshops, so customers leave with something special they’ve made as well as some core memories.
How would you describe your store and its atmosphere?
People say our store has a warm and welcoming atmosphere. It’s cozy and inviting, the kind of place you can slow down and look around in, a stress-free zone. We decorate the store like you would at home. If a customer is looking to design a space, they can literally replicate one of our walls.
By Jessica Harlan
What is your background and why did you get into retail?
After I had child number four, I did not want to go back to work fulltime. I started making candles and sewing primitive dolls. I did my first farmer’s market Christmas show, which turned into a permanent booth, which turned into the store, now 16 years old. Oddly, the name of the store — The Primitive Lane — doesn’t suit us anymore. We don’t carry primitives anymore.
To what do you attribute your success?
Our regular, loyal customers. Through the years, we wouldn’t be here without them. The community really believes in shopping locally and that has made all the difference, so we work really hard to keep the store fresh for them. There’s always something new to see.
How do you promote your store and what are your most successful promotions or marketing mediums?
We do a little bit of everything. Most of our promotions are through Facebook.
I got into Instagram late but it’s been good for reaching new people. We’ve also done some radio. Our local station has a great shop local campaign. But honestly, word of mouth has been the biggest, and it’s always been the biggest compliment to us. People tell their friends and bring them in.
What has been your most successful recent event?
We do a lot of workshops. We’ll do two classes every Saturday, such as porch leaners or door rounds for different seasons. People will come in, spend about two and a half hours relaxing and doing paint therapy, and then leave with a wonderful, finished project. We also hold private and corporate parties for team building.
Do you have a favourite product line?
I’m just crazy about Honey and Me, it’s a U.S. product and they have the sweetest, most adorable plush items for all the seasons: snowmen for winter, bunnies for Easter. When my order
comes in, I can’t wait to open that box and see all the cute items inside.
What are your biggest struggles or pain points?
A lot of people still don’t know we’re out here, even after 16 years. Also, the tariffs and the overall economy have been issues for us. We’ve had to cut a few things out from U.S. companies, which has been sad, but we’ll push through it like we’ve done so many times.
Looking back, what is the biggest lesson you have learned?
How important good staff are. They truly make all the difference. Also, I have had to be willing to grow with the store, which is always changing and evolving.
Finally, how do you stay inspired?
I truly love what I do. I get excited when new stock comes in. I dream about doing displays. I love going to the shows and curating products my customers will be excited about. After all these years, the excitement has not gone away.
N E W M O O D S
We know how to add an impact! Elevate your table with the deep, moody tones of Maxwell & Williams Caviar Midnight collection. Striking blue accents against an inky black canvas bring drama, texture, and stylish sophistication to every table.
Visit our 14,000 sq. ft showroom to see our line NEW
Set the mood with carefully curated Home Fragrance collections from our top brands. Layer the rich warmth of the season into every corner of your home with Greenleaf, Votivo & Bridgewater scents!
NEW to Candym’s portfolio of brands is Audrey’s – a premier source for home décor. Every piece is carefully chosen to inspire and elevate your space Audrey’s combines tremendous variety and quality pieces making it a must-see for retailers Discover the artistry, warmth, and atmosphere to help set the mood in your store this season!
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Find out more and book your tickets. info@canada.messefrankfurt.com Tel. +1 905 824 5017
Feather your for Store Spring
Top picks for the season ahead plus eight fun prop ideas to give your displays a fresh new look.
At your Service
Tabletop trends for winter and spring assortments
Styling by Sarah Fournier
Photography by Will Fournier
Tabletop Trends Winter Wonderland
Butter dish with maple leaf design from Selbrae House, $41 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Cinnamon Donut Pancake Mix from Maison Zoe Ford, $15.99 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Oak serving board from Selbrae House, $71 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Winter Berry platter, $16.99 retail, Boston International, www.bostoninternational.com
stone fluted bowl made in Canada, $88 retail, Lynn & Liana Designs, www.lynnliana.com
Fall 2025
Marble salt cellar with brass spoon from Audrey’s, $24.50, Canfloyd, 800-263-3551, www.canfloyd.com
Winter Berry apron, $25.99 retail, Boston International, www.bostoninternational.com
Mocha
Tabletop Trends Spring Has Sprung!
Cowboy boot mug, $13 retail, Koppers Home, 866-604-0490, www.koppershome.com
Chickadee drying mat from Primitives By Kathy, $19 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Striped tea towels from Creative Co-op, $15 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Enamel and stainless steel canape knife set from Hazel Mazel, $48 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Recycled microfibre dish clothes from Hazel Mazel, $6 retail each, Selbrae House, $41 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Silicone and wood spatulas from Hazel Mazel, $23 retail, Selbrae House, $41 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Marketing Holidays for the
Why
You Need to Start Shaping Your Online Presence Now
By Natalie Hammer Noblitt
Many retailers don’t think of themselves as online marketers, but business coach and online expert Rachel Lindteigen, the founder of Etched Marketing (www.etchedmarketing. com), encourages store owners to make online marketing part of their focus. As gift retailers gear up for the winter holidays, she says it’s especially important to have an online presence that’s in tune with your business — and community. In fact, she says it’s critical to make the most of fourthquarter sales.
Q: Why is it important to prepare your website for the holiday season?
A: The fourth quarter is a makeor-break season for many small businesses. Shoppers are researching online before they ever set foot in a store. In fact, your store’s website may
be the fourth step in the research path a shopper takes before they venture into your business. They will ask other people they know, visit your social media pages to see what’s happening, check out Google to see reviews and then visit your website. The feel of your online presence in many places, including your website, is part of the deciding factor in whether a shopper gives you their time in person. A well-prepared site helps you show up in local search results, builds trust through reviews and creates a seamless experience that reflects what people can expect when they visit your store.
Q: What features are important to consumers looking at a store’s website?
A: The look and feel of the website shouldn’t be like the big stores. You want to show personality and what makes your store stand out, especially when it comes to the customer service you offer. This is also the place to show
your connection to the community. Shoppers aren’t expecting small businesses to compete head-to-head with big-box or e-commerce sites. But what they do expect is clarity and convenience and a site that looks polished. Your website should clearly show what you sell, have good photos, basic store information (hours, location, contact details) and ideally feature a style that reflects your store. Include reviews, pictures of the store and even a glimpse of your staff to add authenticity and build confidence. Also be sure to adjust your store’s hours to reflect when you’ll be open during the holiday season, including boxing day hours. Make sure there is clear mention of any after-hours events.
One of the things customers love about bigger stores is the ability to order online and pick up at the store. Highlighting any services you offer — whether it’s taking orders
“Events are powerful for small businesses and your website should be a central hub for them. Highlight upcoming events right on the homepage so visitors instantly see what’s happening.”
on the phone for pickup later or personal shopping advice — will grab attention. Convenience is key. Feature these options clearly on your site. Many small retailers succeed by offering personal touches — like curbside pickup, wrapping services or local delivery. Some stores go as far as tailoring gift recommendations and wrapping items ahead for busy customers. People will pay for that extra service. It also helps them understand why prices are higher on items at your store than at a typical big-box store. They’re willing to pay for ease of shopping, especially during the holidays when time is tight.
Q: How can retailers use a website to help promote events?
A: Events are powerful for small businesses and your website should be a central hub for them. Highlight upcoming events right on the homepage so visitors instantly see what’s happening. Whether it’s a holiday open house, product launch or seasonal sale, make sure your website visuals and copy reflect excitement and give people a holiday feeling the moment they land on your page. Make sure product offerings on the site are current and reflect what you have in stock. If the site reflects old products or promos from past holidays or events, shoppers aren’t going to trust that the inside of your store is ready for the current season either.
Q: How should a store integrate their website and social media?
A: Think of your website and social media as partners. You may not need to post daily videos or be active on every channel, but you should have a consistent presence. At minimum,
make sure your Facebook and Instagram profiles are active and accurate, and link them to your website. Again, make sure holiday hours are accurately reflected.
Your social presence is important for people to hear about your store in a local community group and help them quickly find you and check your reviews. You can’t control what other people say about your store in community groups, but you can promote the image you want on your own pages. Make sure you do have online reviews for your business and figure out how to handle any that might be negative.
Q: Are there special SEO tune-ups needed for the holidays?
A: Yes. Start by reviewing your keywords. Make sure you’re showing up where your customers are searching. Focus on local SEO. Claim and update your Google Business Profile and encourage positive reviews. Also, make sure your website has holiday-specific content, whether it’s a gift guide, event page or seasonal product highlights. This will help SEO and capture search traffic.
To check the health of your website in searches, be sure to use an incognito browser to search for the keywords you want linked to your business and website. If you use the browser on your computer, it’s already tailoring searches to your patterns and will give a skewed picture of where you rank. Ask friends to search up your business online and provide feedback. Don’t ask the friend you know will tell you everything’s great. Ask friends who give honest feedback and let them know their real impressions will help you in the long run.
Q: What are some website mistakes retailers can avoid making?
A: The biggest mistake is assuming your website isn’t that important because you’re a brick-and-mortar store. Even loyal local customers will check online first before they visit. Another common mistake is going after the wrong keywords or neglecting SEO altogether, which makes your store invisible in online searches. Finally, don’t overlook partnerships — getting links from other local businesses or organizations can boost your site’s authority and visibility. Link to the businesses that make the jewellery you carry, gourmet food or any other branded line that should be noted. This helps customers get to know the vendors better, and if the vendor reciprocates, it benefits both businesses.
Many retailers may not know that GEO is now becoming as important as SEO. GEO is generative engine optimization, meaning people doing searches with AI. The reality is that businesses need to be visible in both traditional online and AI searches. The good news is that what works for traditional SEO and search engines like Google also helps with GEO for AI search in places like ChatGPT. You don’t have to learn a ton of new skills to succeed. But nothing is guaranteed. The latest studies show that ranking on page one on Google doesn’t guarantee a spot in ChatGPT and other AI search engines. In fact, there’s only about a 25 percent chance that you’ll be visible there if you’re on the first page on Google.
Learning more about SEO and GEO will help your business adapt to the changing online marketplace. For retailers who’d like more information, visit etchedmarketing.com/freebies for links to free Etched Marketing classes and resource guides.
Eight Spring-Themed Props
By Nickeisha Lewis
Spring is one of the best times of year to play with visual merchandising, and props are a great way to set the mood. They instantly create an inviting, eyecatching atmosphere for your boutique. And beyond just looking good, props help tell a story and stop shoppers in their tracks, encouraging them to step inside.
1. GREENERY
Nothing says spring like lush greenery. Moss, lichen and faux grass can be used to create a green wall effect. Layer greenery onto shelving and displays for added texture. Even a simple strip of faux turf under product groupings gives that instant garden feel.
2. PAPER DECORATIONS
Paper is one of the most inexpensive and versatile mediums to work with. Think cut-out paper flowers, origami folds or accordion-style tissue paper blooms. Paper decorations hanging from the ceiling or framing a window add a playful element and colour into your space without breaking the budget.
3. SWINGS
A swing is an unexpected prop that adds both charm and function. A wooden seat hung by rope can double as a display shelf for featured products, shoes, handbags or even a seated mannequin. It adds that whimsical feeling shoppers love.
4. GARDEN-INSPIRED PROPS
Tin watering cans, terracotta pots and vintage garden tools bring an outdoor element inside. You can hang them, mount them on walls, include them in displays or simply fill them with flowers and greenery for an instant spring vibe.
5. FLOWERS
Flowers are a spring staple, but don’t limit yourself to bouquets in vases. Oversized floral installations, hanging flower chains or bold window decals can transform a space. Glass mason jars with fresh or faux blooms also make easy, cost-friendly accents. For variety, mix single stems, large statement flowers and bouquets to keep the look fresh.
6. WINDOW DECALS
Seasonal decals are quick to apply and just as easy to remove, making them a simple way to create impact. Think florals, butterflies or leafy accents that frame your window and pull people’s eyes toward your display.
7. BIRDS
Birds bring a fun, free-spirited feel to spring décor. Hang origami birds from the ceiling, use silhouette decals on windows or add vintage-style bird cages for dimension.
8. BUTTERFLIES
It’s hard to picture spring without butterflies. Oversized or delicate, they’re a natural fit for seasonal décor. Try placing them on mannequins, clipping them to plants or hanging them overhead for a dreamy effect.
The beauty of spring merchandising is that it doesn’t need to stay the same all season long. Don’t be afraid to swap out props or rearrange displays mid-season to keep things fresh. A little refresh here and there signals to shoppers that there’s always something new to discover in your store. With the right props, you can create a space that feels vibrant, joyful and unforgettable.
Greenleaf Demdaco
Nutcracker