PROVEN TECHNIQUES TO INCREASE FOOT TRAFFIC
SIMPLE WAYS TO AVOID THE SUMMER SALES SLUMP
INVENTORY MANAGEMENT EXPLAINED
Gifting Season for Gearing Up
Smart strategies, display inspiration, curated collections, and real retail talk to help you through this critical selling time
Book your show appointment today to explore our 18,000+ sq.ft. showroom & take advantage of Thymes’ show promotions
Playful, distinctive & made for gifting this vibrant new collection is a must-have!
Over 15,000 products from the industr y’s most sought after brands - Creative Co-Op, Bloomingville, ILLUME & Finch + Fennel. Lower prices. Exclusive incentives. Larger showroom. Faster shipping. Expert support.
tag’s Fall/Holiday
Thursday, August 7th - Friday, August 15th. Experience our renowned hospitality in our 18,000+ sq. ft. Toronto showroom, the largest gift & home showroom, in Canada.
inStore
inStyle
FEATURES
37 Gifts for Her Two themes with cross-merchandised products perfect for girlfriends, colleagues, family members and themselves!
By Erica Kirkland
12 Glad Tidings
The sweetest styles for the
18 Taste Testing
‘Tis the season to break out the gourmet goods!
20 Feathered for Fall
A calming assortment for the home FEATURE
51 Best for Babes
Three delightful themes for your children and baby departments
46 Let Fashion Shine
Don’t give customers the cold shoulder!
Let your garments take centerstage with chic wall space configurations. By Andrea
Hein
inSight
DEPARTMENTS
10 Hello!
A Leaner Issue. A Louder Voice.
24 Shop Profile
A well-curated lifestyle store, located a 100 kilometres outside Halifax, is a beacon for those looking for mystical, beautiful and one-of-a-kind finds
62 Retail Visions
Our inhouse merchandising expert Nickeisha Lewis gives us the lowdown on some killer high-impact holiday merchandising ideas to kick your sales into high gear!
FEATURE
42 Digital Due Diligence
Dive into this engaging article to discover the latest trends, and how to evaluate and execute sound social media strategies that resonate with today’s consumers
By Natalie Hammer Noblitt
inForm
DEPARTMENT
22 News & Notes
New lines, launches, industry goings-on and upcoming trade shows
FEATURES
34 Avoid the Retail Summer Slump
Discover nine practical and simple ways to kickstart your sales this season By Sara Burks
56 Tackling Inventory for Better Profits
Learn the ins and outs of inventory management and how to get the biggest bang for your buck!
By Natalie Hammer Noblitt
60 Traffic Builders
Proven ways to turn foot traffic into a steady stream of loyal customers who love shopping in person By Sara Burks
A Leaner Issue. A Louder Voice.
This is the smallest summer edition I’ve produced in almost 12 years of publishing — and that was partly due to the economy, but mostly intentional.
Over the past year, I’ve been clearing energetic space — boldly breaking away from people and paths that no longer suit or serve me. What you’re holding reflects that alignment. And it was done for you — because InStore exists to support independent shop owners. That mission only works when the people around us are operating on the same frequency.
So, we’ve made cuts. We’ve canceled contracts. We’ve forgone revenue to uphold our values. I’ve let go of vendors, colleagues and contributors who ghost, drain and expect everything for nothing — to make room for creators, collaborators and partners who get it. Who show up. Who want to elevate this industry. Who operate with respect and integrity. Despite fewer ad dollars, this issue is still packed with what you come to us for: curated product storytelling and real talk about retail. What’s changed is that we’re no longer entertaining misaligned energy — on the page or behind the scenes. To that end, we’ve formalized our boundaries in a new Vendor & Advertising Policy. It protects the integrity of our work and ensures that anyone who shows up in these pages shares our values.
I am fiercely protective of all of you because I know how damn hard you work. I know how much intelligence, grit and heart it takes to run a retail store. And I also know how often you’re overlooked, under-celebrated and disrespected by the very trade shows and vendors who claim to serve you — while pocketing your money to buy a third Porsche or a beach house in Bali. Meanwhile, you’re duct-taping a car together just to get to your store.
So many old-school distributors and vendors have no clue what it takes to run a store today. They’re completely removed from your reality. And frankly— they don’t care. They just want your money. They want to cash out, retire and laugh at how much they made off your blood, sweat and tears. Well, that crap? I’m not entertaining it anymore.
The fight for equity and recognition for independent retailers has always been my mission. And I will no longer allow just any vendor to take up space in these pages. If they come with missed payments, entitlement or an attitude that tells me they’ll likely treat you just as poorly? Hard no. Get out of Dodge. Get out of my inbox. Get out of my retailers’ energy field. I will not expose my readers to vendors we consider manipulative or abusive.
InStore exists to serve you — not the egos of vendors who step on small stores to make a buck. The vendors in this issue and the ones we align with moving forward believe what we believe: they respect their customers. You. That’s where it begins and ends.
Erica Kirkland, Publisher & Editor
Editor & Publisher
Erica Kirkland ekirkland@instoremagazine.ca
Art Director Gerry Wiebe
Advertising Inquiries
ekirkland@instoremagazine.ca 905-308-8045
Contributors
Sara Banks, Castlerock Studios, Will Fournier, Leslie Groves, Jessica Harlan, Andrea Hein, 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
We’re Loving
Glad Tidings
The sweetest holiday styles are wrapped in a bow this season
Velvet napkins rings, $29.99 for four, Harman Imports, 800-363-7608, www.harmaninc.com
Bowtique 13-ounce mug from Danica Studio, $20 retail, Danica, 888-632-6422, www.danicabrands.com
Slim Holly textured ceramic coaster set, $23.99 retail for six, Harman Imports, 800-363-7608, www.harmaninc.com
Glass appetizer plates, $9 cost for two, Pavilion, 585-494-1930, www.paviliongift.com
Glass serving tray, $13 cost, Pavilion, 585-494-1930, www.paviliongift.com
Slim Holly printed linen tablecloth, Harman Imports, 800-363-7608, www.harmaninc.com
Gold Bow cheese knife set from Santa Barbara Design Studio, $45 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Holiday Bow printed lunch napkins, $7.50 retail, Harman Imports, 800-363-7608, www.harmaninc.com
Leak-free 20-ounce Flint tumbler from Corkcicle, $50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Great gift ideas for guys of all ages
Cozy Cider Hand Rescue from Walton Wood Farm, $17.99 retail, Koppers Home, 866-604-0490, www.koppershome.com
Organic 4.2-ounce soap bars, $8.99 retail each, Ground Soap, www.groundsoap.com
Handsome Hands care set, $9.99 retail, Koppers Home, 866-604-0490, www.koppershome.com
The Legend 13-ounce mug, $7.50 cost, Pavilion, 585-494-1930, www.paviliongift.com
Eight-ounce rocks glass, $8 cost, Pavilion, 585-494-1930, www.paviliongift.com
The Man Tray from Demdaco, $24.50 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Men Don’t Stink foaming soap from Walton Wood Farm, $15.99 retail, Koppers Home, 866-604-0490, www.koppershome.com
2026 Spring & Everyday Pre-Booking Event
July 7 – August 31, 2025
Join us in our beautiful showroom, in the comfort of your store (across Canada) or on shopzio, to explore Spring 2026 and new Everyday Collections! Enjoy exclusive offers including discounts on product and freight, payment terms and a special gift for each visiting guest!
To show our appreciation for visitors during the market week period Aug 8-13, we will be hosting 2 daily draws of $250 for customers who spend a minimum of $5000 during their Candym/Canfloyd appointment. We are also offering flexible late night and weekend showroom hours with complimentary car or uber service to and from your hotel, plus delicious food and beverages. We are looking forward to seeing you soon!
To RSVP, contact your sales representative or email tpratt@candym.com.
Bejewelled inStock
Draw customers in with a vibrant jewellery assortment
Gold-plated adjustable Hive Cuff, $26 retail, Wild Abandon Jewelry, wildabandon.com
Old Tin Roof earrings made from antique four-gallon Imperial Gasoline cans, $49 retail, Winterchild Jewellery, winterchildjewellery.ca
Sunrise Orbiting earrings handcrafted in the Yukon, available in 18 original Canadian nature symbols, $79 retail, Winterchild Jewellery, winterchildjewellery.ca
Stone-stacking bracelet, $15 retail, Scout Curated Wears, scoutcuratedwears.com
Silver-plated Willows Beach Hoop earrings with amazonite details, $24 retail, Wild Abandon Jewelry, wildabandon.com
Rectangular thread earrings, $20 retail, Scout Curated Wears, scoutcuratedwears.com
Taste Testing
‘Tis the season to break out the gourmet goods and begin taste testing!
Gluten-free organic granola made in Canada, $12.75 retail for 340 grams, Goldhawk Farm Canada, www.goldhawkfarm.com
Small-batch spice blends, seasonings and dips crafted in Canada, $7 retail, www.triplesmokefoods.com
Finch & Fennel sauces from Creative Co-op, $18.99 retail each, Design Home Gift & Paper, 800-663-9950, www.designhome.
Artisan sauces, dressings, salsas and chutneys made in Canada, $12 retail each, Taste of the Okanagan, www.tasteoftheokanagan.com
Spicy Maple Syrup made in Canada from Zoe Olive Oil, $33.99 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Spice blends in glass jars crafted in Canada, $9.50 retail, Taste of the Okanagan, www.tasteoftheokanagan.com
Finch & Fennel Everything Bagel Seasoning from Creative Co-op, $14.99 retail each, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Finch & Fennel Champagne Honey, $18.99 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
18 inStore. Summer 2025 inSpire. inForm. inStore.
Superior Quality Cast Iron Cookware
Expertly crafted in Colombia, Victoria cookware is built to last—and made to improve with every use.
Internationally recognized for it’s best-in-class design, sustainable practices and everyday functionality, Victoria brings tradition and innovation to kitchens everywhere.
Naturally pre-seasoned with non-GMO, kosher-certified flaxseed oil. PTFE & PFOA free.
Feathered for Fall
Olive green three-inch by six-inch LED candle, $34.99 retail, Koppers Home, 866-604-0490, www.koppershome.com
Decorative accent, $28.99 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
A naturally-calming assortment that easily transitions into winter
Wooden bowl, $17.99 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
Eucalyptus Cones paper napkins, $6 retail, Koppers Home, 866-604-0490, www.koppershome.com
Succulent oil diffuser from Demdaco, $42 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Jacquard Folklore tea towel from Danica Studio, $13 retail, Danica, 888-632-6422, www.danicabrands.com
Framed art, $23.99 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
News & Notes Inside
IN THE NEWS
Creative Co-op Returns to Design Home
Design Home Gift & Paper has reintroduced Creative Co-op to its lineup, effective June 1, which includes the company’s two new brands, Finch & Fennel (gourmet food) and Hazel Mazel, alongside existing brands Bloomingville and Illume. www.designhome.ca
Industry Leader Ray Shikatani’s New Role
Gift industry veteran Ray Shikatani was recently appointed vice president of sales for Design Home Gift & Paper. With three decades of experience in leadership roles, Ray has a deep understanding of the retail landscape and a well-established network of vendors and partners across North America. He has held senior executive positions with Evergreen Enterprises, Andmore (formally Juniper), David Youngson & Associates and Linea Marketing Group. Ray also served as a board director with the Canadian Gift Association.
the goods
Warm Knits for Cool Nights
The fall and winter collection from artisan maker Nicnakknits includes vintage-styled 50-inch by 60-inch blankets in olive and honey ($200 retail) along with a cream 42-inch diameter tree skirt ($100 retail). All items are handknit and machine washable. www.nicnakknits.com
Little Loveables
Made with high-quality silicone and wooden beads, adorable key wristlets from North and Little Loveables help keep your essentials close. The wristlets are lightweight, durable and comfortable to wear. $25 retail. www.northandlittleloveables.ca
Sip N’ Savour
These nifty reuseable straws feature a bit of a twist – a fork-like tip that makes scooping up fresh fruits from cocktails or fruit-infused water a breeze. Made of stainless steel, the innovative design makes it easy to switch between sipping and eating. A set of four come packaged in a box for just $24.99 retail.
Mystical & Magical
W Realm Boutique
From Curiosities to Custom Jewellery
A well-curated lifestyle store, located a 100 kilometres outside Halifax, is a beacon for those looking for mystical, beautiful and one-of-a-kind finds
By Jessica Harlan
hether a client wants to get her tarot cards read or purchase her next piece of statement jewellery, she can find it at Kym Bennett’s store. Realm Boutique is located in the picturesque town of Wolfville, about 100 kilometres from Halifax. The small, but well-curated space is watched over by Bastet, a beautiful Sphynx cat who draws in as many customers as the store’s unique product mix.
What makes your store unique?
I’d say it’s our eclectic mix of items. We carry about 45 small makers from all over. Jewellery is our biggest product category and a lot of the pieces are one-offs. We also carry a lot of crystals, and our apothecary section is pretty big. And, at the back of the store we have a selection of curiosities. At any time, a customer might discover a sliver of mummy wrapping from 300-400 B.C., taxidermized bats or a 100-year-old abacus from China. It’s a weird mix of antiques and things you don’t
Store: Realm Boutique
Location: Wolfville, N.S.
Square Footage: 800
Employees: Seven
Website: www.realmboutique.ca
see anywhere else. We also have a staff of readers to provide services like astrology, tarot readings, palmistry and psychic intuitive reading.
How would you describe your store and its atmosphere?
Our theme colours are black and white, and all of our furniture is old, mostly bigger pieces like antique sideboards and giant mirrors. The black-andwhite background creates a canvas for the items we sell. One whole wall is windows so it’s bright and open, and even though our shop is small, we pride ourselves on being accessible for those with mobility devices or strollers. Dance parties break out here often. I don’t know if that’s something that typically happens in stores, but people have commented so much on our music that I put our playlists in our Instagram bio.
What is your background and why did you get into retail?
My background is in jewellery and design, and I was a medium on a ghost show for a while. I’ve lived in Wolfville about 15 years ago, and I thought this town could use a little place for the free spirits and eclectic folks who crave the things they’re not going to see anywhere else - unique pieces and things I’ve seen on my travels. The witchy people needed a good place to go.
To what do you attribute your success?
It’s totally the community. Not just locally, but people from all over the world who order from us. I opened right before the pandemic, so I wasn’t eligible for any government help. I had to pivot immediately, so I started doing podcasts and live videos, educating people about things like the folklore of
crystals or giving tarot lessons. I focused on educating and entertaining people. I kept the line of communication open and people made sure we had enough sales to get by.
How do you promote your store and what are your most successful promotions or marketing mediums? Advertising is quite expensive here, so we mainly promote ourselves through social media. The only advertising we’ve done is a small ad in a local publication. We’re currently advertising on a local wine tour bus, and we have some posters around town to catch tourists. We used to do these chalk signs on sidewalks all over town. We’d write inspirational messages with our Instagram handle underneath. We got a lot of feedback — the return on the investment for the price of chalk was worth it! But unfortunately, this was shut down by
the town. One unintended aspect of our store that generates marketing attention is our shop cat, Bastet, who is a Sphynx. A lot of people come in just to meet her. They may or may not buy anything, but they sure love her.
What has been your most successful recent event?
Our biggest, most popular event is our Halloween bash. It just keeps getting bigger and bigger. Last year it was attended by upwards of 165 people. We partner with a local movie theatre to play a family-friendly Halloween movie with witchy drinks, a photo booth, Halloween treats and a costume contest. After the movie, everyone comes back to the shop which we’ve decorated with funky lighting, creepy music and a projector playing old Halloween movies. We’ll usually do a sale, but it’s more about the vibe of everyone being there.
Usually, it doesn’t end until two or three in the morning. A long day, but so much fun! This year we’ve decided to expand. We will be collaborating with our neighbour, a restaurant with a huge patio and inside space.
What do you see for the future?
I’m hoping for growth, expansion, new locations and franchises! People have really started to question the established institutions and totally lose faith in them. Everyone’s asking questions about everything: religion, spirituality, government. That’s an exciting place to be for us because we’ve been a resource for answers. If we don’t have the answers, we’ll help you find them. Sometimes it’s just oracle cards that help someone get some clarity on past trauma. We’ve always been a resource for people who are seeking spiritual answers.
Looking back, what is the biggest lesson you have learned?
You have to be able to recognize when you need to pivot and do so. People get stuck in their ways and complacent about what works. During the pandemic, pivoting at that moment was —pun intended — pivotal.
Finally, how do you stay inspired?
My business is magic, and being inspired is really easy when you work in magic. You see magic in everything. The people are magic, and you interact with people who teach you things every day. There’s a 12-year-old who comes to the shop who knows more about rocks than I do! The work itself inspires me to show up. I don’t have to search for inspiration; I just have to keep my eye open and magic is everywhere.
Beeswax
Coconut Wax, 100%
Oils, natural crackling wooden wicks; Handcrafted in Dundas, Ontario
‘Tis the Season to Shine
Curated gifting selections, display and design advice that will stop customers in their tracks, and insight to help you ring up more sales at the till!
Styling by Leslie Groves
Photography by Will Fournier
Avoid the Retail SLUMP
Nine Practical Ways to Kickstart Sales this Season
By Sara Burks
ummer brings a blissful break for many, with thoughts turning to vacations, outdoor activities, and long, lazy days soaking up the sun rather than shopping sprees. For boutique retailers, this seasonal shift can lead to a noticeable dip in customer foot traffic and sales. However, rather than resigning to this summer slowdown, savvy business owners strategically use this period to boost immediate sales and long-term customer loyalty. Here are proven strategies
to help your boutique avoid the retail summer slump.
1/ CREATE SUMMER-THEMED PROMOTIONS
Capitalize on the season by crafting promotions and sales around summer themes all season long. Think beyond the typical holiday sales and every few weeks put a new feature display front and centre with summer themes like barbeques, beach days, backyard essentials, gardener’s delights and strawberry social. Tailoring your promotions to summer activities not only taps into your customers’
current mindset but also makes your offerings seem timely and irresistible.
2/ LEVERAGE LOCAL EVENTS
Summer is packed with local festivals, markets and community gatherings. Participate in these events to maintain visibility and attract new customers. You can set up a pop-up shop, sponsor a booth or partner with event organizers. This not only boosts your summer sales but also enhances your community presence, which can pay dividends year-round.
3/ HOST IN-STORE EVENTS
Organize in-store events such as styling sessions, summer fashion shows or a meet-the-maker day with local artisans whose products you carry. Events are excellent for building community and giving people a reason to visit your store. Offering a special discount during the event can also convert attendees into buyers.
4/ BOOST YOUR ONLINE PRESENCE
With many potential customers traveling or spending more time outdoors, online shopping increases. Ensure your e-commerce site is optimized for mobile use, update your online inventory and consider targeted digital advertising to reach your customers wherever they are. Engaging content that resonates with summer activities or preferences, shared across your social media platforms, can also drive online traffic and sales. Try re-merchandising your website a bit with a new homepage or cart layout.
5/ OFFER SEASONAL LOYALTY REWARDS
Encourage repeat business through a summer loyalty program.
Offer rewards that are seasonally appropriate and potentially quicker to attain, such as “Buy three, get your fourth summer essential at 50% off.” Make sure the rewards are tempting enough to bring customers back into your store multiple times throughout the summer.
6/ PARTNER WITH OTHER LOCAL BUSINESSES
Team up with nearby businesses to cross-promote each other’s
STORE-WIDE SALE
offerings. For instance, a collaboration with a local ice cream shop could involve offering discount vouchers to each other’s stores. These partnerships help widen your reach and attract a diverse array of customers.
7/ RE-MERCHANDISE YOUR STORE
Refreshing your store layout can dramatically increase interest and sales. Move your merchandise around to highlight different items, and create new displays that draw attention to products that might have been overlooked. Online, consider updating product categories and feature items on your homepage that are particularly suitable for summer or any current promotions.
8/ RE-STYLE AND RE-SHOOT PRODUCTS THAT AREN’T SELLING
If certain items aren’t moving, they might just need a new context.
Restyle them in a summer setting, perhaps paired with best-sellers or seasonal items, and shoot new photos for your online and physical marketing materials. Fresh images can reignite interest and help customers see these products in a new light, potentially boosting their appeal.
9/ INVEST TIME INTO EDUCATION
As a business owner, you are never going to know it all. With constant shifts in retail trends and consumer behaviour, investing time into education is necessary. Using a slow sales time to expand your knowledge with education is the perfect use of time.
Sara Burks is the director of partnerships and education at The Boutique Hub. She has been in the boutique industry for over 20 years and has a master’s in business administration.
Gifts for
Her
By Erica Kirkland
Holiday shoppers are seeking convenience and inspiration. Weave a story and a path straight to your till with themed displays of cross-merchandised products perfect for friends, colleagues, family members and themselves!
Photography by Will Fournier
Styling by Leslie Groves
Plum Perfect
Understated, oozing comfort and elegance
Super plush slippers with non-skid soles, $29.99 retail, Harman Imports, 800-363-7608, www.harmaninc.com
Mushroom dish and earring set, $22 retail, Scout Curated Wears, scoutcuratedwears.com
Quilted top with cowl, made in Canada, $100 retail, Tangente Clothing, www.tangenteclothing.com/wholesale
Chalet sock in Berry and Garnet, $26 retail, Unified, feelunified.ca
Small-batch soaps made in Hamilton, Ont., $12 retail, Pure Home Couture Apothecary, purehomecouture.com
Hazel Mazel ceramic mug from Creative Co-op, $21.99 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Digital Due Diligence
How to Evaluate & Execute
Sound Social Media Strategies
By Natalie Hammer Noblitt
Do you treat your social media relationships and email list like important digital assets? Expert online marketing consultant Leslie Carothers, founder of Savour Partnershi, advises retailers and brands to examine where they find the most digital success — or be honest about the areas where they may be lacking. The point is to take stock of where you’re at and to build it out stronger in the coming year.
EVALUATING PERFORMANCE
“Ultimately, driving traffic into the store is the goal for a brick-and-mortar retailer,” says Carothers. “Is what you’re doing on social media bringing people into the physical store or getting them to your online marketplace?” She says that store owners need to take the time to understand what is working and what isn’t, and to pivot if your engagement isn’t where you want it to be.
“Another indicator retailers should pay attention to is if people are signing up for their email list via social media and the store’s website,” says Carothers. “Your email list is an important place to gain customer information and track people you’ve connected with online. Once you have their email you can reach them in the future. Many retailers don’t realize, or may have forgotten, that an email list is a sellable business asset. Compiling a viable email list is worth money to a
buyer, so now is the time to make sure your website is set up to capture email addresses. Social media posts should also provide incentives to get customers to share their emails.”
BOOSTING ENGAGEMENT
“The number one way is to tell your store’s story on social media,” says Carothers. “Owners should be sharing their own story. Explain why you opened the store and how you’re serving your community. Be sure to tell the stories of your employees, too, so shoppers can get to know them.”
Making people feel comfortable is the most effective way to get them into your store. “Telling your story and letting people get to know you well is the best way to make them feel at ease and understand what you have to offer. We all know everybody wants to sell us something. Instead of just selling, help shoppers
understand why they should buy from you instead of the store down the street or mass merchants.”
“People right now are very much into values alignment and purchasing from people who share what’s important to them,” says Carothers. “Showing what you do for the community, or that you have a diverse group of employees, can help them relate to you and see themselves in your store. You don’t have to push hard messages, but showing different ages and all types of people can help communicate the message that everyone is welcome in your store. Know what your community cares about and make sure that is reflected in what you do, charities you support and the content you create.”
ADVERTISE TO AMPLIFY
“Creating ads is very important and is the best way to amplify messages that let your community get to know your story,” says Carothers. “I’ve seen very successful social media campaigns where a store owner takes time every week to record a video about topics fitting for the season. You can find topics that work all year, or just introduce people to the items that are in your store. Many consumers are hesitant to try new things. Just showing them what you offer can go a long way to help shoppers feel comfortable enough to come in and purchase.”
Advertising on Facebook and Instagram through Meta doesn’t have to be complicated. In fact, it’s better to keep your targeting simple for a local store. Carothers suggests, “Target your audience by postal code and nothing else. Don’t worry about demographics. Instead, know the areas you want to reach by postal code and cast a wide net with your ads. This will work incredibly well if you are consistent with your content. Even a budget as little as $25 a week can make a difference.” She says that if you’re starting to
see results, “Build up your budget as much as you can. Also be sure to advertise the special touches and services your store provides that you may forget to mention. Do you find yourself snapping photos and sending them to shoppers when a new item comes in? Do you giftwrap and deliver items for longtime customers? Let others know you go the extra mile. That is the beauty of what a local retailer can provide. Those extras and relationships are worth highlighting on social media.”
IT’S TIME TO SHINE
For retailers who feel uncomfortable in front of the camera, Carothers says, “My advice would be to get past that and show up for your store and your community. Reels and video are still the best way to get organic reach for social media posts and convey your message.” She continues: “Do whatever it takes to help yourself feel better about being on video. Maybe that means getting someone to coach you about being on camera or enlisting a stylist or makeup artist to help boost your confidence. The right person can also help you learn your best angles, the right lighting and backgrounds to use. Once you establish these things, just start doing it repeatedly until you’re less nervous. I’ve known many people who started out very hesitant and then found that they really enjoyed being on camera. Store owners really do become like celebrities in their community and find people recognize them and come up to them to start conversations. It brings them closer to the community and builds their customer base in a genuine way.”
THE IMPORTANCE OF EMAILS (AGAIN!)
“Capturing emails and owning that communication real estate is more important than ever,” says
Carothers. “Social media is always changing and followers and likes on social media can only do so much. You don’t own followers and can’t even guarantee you’ll be able to communicate with them. Emails give you the ability to get back in touch many times in the future.”
She says to earn email addresses from shoppers, store owners must have something of value to give in return. “That can be a coupon for 25 percent off one item or a gift that you give in store. You can use a link to your website on social media to capture those addresses and automatically deliver the coupon. Stories and reels are free to post, and links can be included in stories on Instagram. Make sure your online efforts and in-store sign-ups work together.”
TRENDS TO FOLLOW: BLUESKY
“It’s important for retailers to stay on top of social media and online advertising trends because it’s constantly evolving,” says Carothers. “Advertising on social media and on Google is important because search engines are shifting — sometimes burying local businesses under AI overviews and other sponsored ads. Some online searchers are relying on ChatGPT to serve as a search engine and bypassing Google altogether.”
Carothers adds that, “Social media continues to be a payto-play game, but that doesn’t mean it can’t work for you. Using storytelling to maximize your organic interactions, as well as for the content of your paid ads, can increase your engagement and ability to reach new customers.”
“There are also new platforms to try, including Threads (part of Meta) and BlueSky. While BlueSky is still very new and may not be very active yet, I encourage retailers to get on there and at least claim their usernames, so they have them for the future if needed.”
Let Fashion Shine
Don’t give customers the cold shoulder! Let your garments take centerstage with chic wall space configurations.
By Andrew Hein
Every square foot of your floor equals dollars, which means every single square foot is an opportunity to maximize your sales. Yet, so many shop owners leave prime real estate – their wall space - empty. Those walls could be making you serious money while turning your shop into a more engaging and energizing retail space. >
Stylish Wall Unit Suppliers
Eddie’s Hang-Up Display
Pros: Quick delivery, easy to order, inexpensive www.eddies.com
Seven Continents (Seen Above)
Pros: Personal customer service, customizable options www.sevencontinents.com
Vertik System
Pros: Stylish, simple, reasonably priced www.udizine.com
DITCH THE HANGING RACKS!
Hanging racks and rolling racks only show customers a fraction of your garments – the shoulders. Although these racks may encourage browsing, they also make it super easy for customers to skip pass your carefully curated offerings because it’s cumbersome. Adding a shelf or two above hanging racks to display accessories and decorative items is a step up, however, that still leaves an incredible amount of space begging to be merchandised and cash maximized.
EMBRACE STYLISH WALL UNITS
Many boutique owners assume maximum capacity wall systems will be an eyesore in their stores. But today there are many stylish options that fit with any aesthetic (see the list below!). Find something that works for your store and you will start to immediately reap the benefits. These units add height, allow for more merchandise to be shown (and thus sold) and offer a streamlined way to cross-merchandise product categories while showcasing a curated theme. This equals money in add-on sales while also providing visual stimulation to customers.
The appeal of a well merchandised wall rack far exceeds that of hanging racks. And the sales a store can generate when they place their product outward, is worth the effort of even just exploring whether one of these units would be a good fit for your store.
Five Rules to Effective Wall Merchandising
1. Merchandise clothing how it would be worn. For example, never place shorts above a shirt. This is disorienting to customers.
2. Never let the hems of dresses or pants touch the floor.
3. Place a shelf between vertical hanging ranks so clothing doesn’t touch.
4. Do not place shoes in wall bays unless they’re complimentary to the display.
5. Include finger space between shelves and face outs.
Andrea Hein is the coordinator of Conestoga College’s Visual Merchandising Program as well as the owner of Andrea Hein
Occasions which specialises in custom décor for various clients including the Buffalo Bills. Hein started her career at Walt Disney World and has worked for both boutique and big-box stores. (www.andreaheinoccassions.com)
TheBest for Babes
By Erica Kirkland
Twice a year our team rounds up the best new products for babies and children. If you haven’t considered this product category before for your store, we pulled together three themes that might tickle your customer’s fancy!
Photography by Will Fournier
Styling by Leslie Groves
Sweet Surrender
Calming toys, soft plushies and a simple Turkish towel are great gift options for newborns
Ultra-soft, stress relief plush pig, $40 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com
Spark Play activity cards from Compendium, $32.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Capy Capybara plush from Mary Meyer, $24.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Gilda Goat rattle blankie from Demdaco, $30 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Nesting rainbow puzzle from Primitives By Kathy, Candym Enterprises, 800-263-3551, www.candym.com
Tinies yellow duck from Demdaco, $19.50 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Turkish towel from Lulujo, $29.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Canadian-themed plush with heat pack, made in Canada, from $20 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com
Cap with earflaps from FlapJackKids, $19.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Into the Wild
Feed young imaginations with gentle gifts grounded in animal exploration
Again Friends, recycled plush toys from Mary Meyer, $32.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Grippin’ Goals rattle ball, $8.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Gizmo Guinea from Mary Meyer, $24.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Chasing Dreams children’s book from Compendium, $28.99 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Be Bold
Beckon toddlers with an engaging feature display that screams to be touched!
Insulated food jar from Bbox, $39.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Feel It picture book from Compendium, $28.99 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Apple teether from Razbaby, $14.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
Pear teether from Razbaby, $14.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
3-D sliding puzzles with no sound or light effects, $25 retail, Fizzit Toy, www.fizzittoy.com
TacklingInventory forProfitsBetter
A Q&A with former store owner
Cathy Wagner of Retail Mavens on how to get the biggest bang for your inventory buck!
By Natalie Hammer Noblitt
Inventory management can be an overwhelming topic for many retailers, especially combined with the challenges of tariff increases, supply chain issues and rising costs. But these factors, on top of the ordinary job of keeping inventory in check, make it even more critical to get your store’s profits and cash flow right.
Cathy Wagner, former store owner and founder of Retail Mavens, shares her best advice on getting the most out of your store’s inventory in this article. “Because of the economic climate right now, it’s so important to keep your inventory tight and take control of your buying,” she says. “Inventory is your store’s biggest expense. There’s an art and a science to it, and you must make sure you understand the science behind it.”
Q. Why is inventory the most important area for retailers to examine?
A. Small corrections in your inventory can have a massive impact on your cash flow. You need to know exactly how much to flow in and how much to flow out. And right now, it’s about keeping your inventory tight. Not too much, not too little. It’s like walking a tightrope. But when it’s in balance, it will give you the peace of mind that comes with knowing there’s money for expenses, for inventory and to invest in other areas when needed.
While I was operating my own store, I wanted to figure out how I could stop spending all my time working in the store and spend more time working on my store. I felt like there was a code I was missing. What I realized is that I
needed to better manage my inventory and my finances to make more money. Initially, I thought I just needed to drive more traffic to my store and stock the latest, greatest items to end my struggles. But it did not work. I dug my hole deeper and deeper. I was spending too much time responding or reacting to whatever the last customer said instead of understanding what was really selling. Because of this, I didn’t have enough funds to keep my bestsellers in stock.
Q. What smart shifts can retailers make today to better handle cash flow and inventory?
A. Retailers wear a ton of hats, but the three most important ones are chief executive officer (CEO), chief
inventory officer (CIO), and chief financial officer (CFO). When you shift to thinking this way, it truly impacts your bottom line. Getting the results you want starts with becoming a CEO who knows the next steps to take to ensure your store is on track. This mindset is essential right now. When you’re able to wear your CEO hat — and wear it well — you’re able to create a big vision for your business. You’re then able to create action plans to reach goals and bring about your vision.
As CIO, you must get control of your purchasing. That means creating a strategic open-to-buy plan. Instincts matter, but you must lead with data. For your role as CFO, you must accurately predict your expenses
throughout the year. A good way to sabotage your profits is by only reacting to what comes along, not planning for it. This is an area where you can’t fly by the seat of your pants.
Q. How can retailers think like a CIO and improve purchasing habits?
A. It all goes back to good data. Make sure your purchases are made based on past sales. Know your numbers and what’s truly selling. You can’t get attached to items just because you like them. Believe what the numbers are telling you — even if it’s personally painful.
Stick to your open-to-buy plan. Do not spend more on inventory just because you’re feeling like finances are good — or even based on the amount of money you have in the bank. Your account may look good right now, but that’s not a reason to spend more. It sounds obvious, but so many retailers don’t follow this strategy.
Of course, you must buy new items
to keep things interesting, but you also need to weigh the risk of losing money versus the probability that those items will sell. Scarcity is one thing that makes a product more valuable to your shoppers and helps predict if it’s a good return on investment. People are still spending money right now, and you can take advantage of that if you give them a reason to shop with you. Make sure you educate shoppers about new items and let them know why they are desirable.
At the same time, make sure all your bestsellers are in stock. Prices are going to go up, so make sure you’re looking at last year’s quantity of items sold rather than dollar amount. Think of the great sellers you bought last year rather than basing your buying solely on last year’s budget. Stock plenty of the items you know will sell. Focusing on your top 25 bestsellers can bring about an average increase in sales of 13 percent. These are the items that your shoppers depend on getting at your
store. Customers will go elsewhere if you don’t keep them in stock. I refer to these types of items as Never Out Ofs (NOOs). Your probability of selling your NOOs is so high that there’s a minimum amount of inventory for them you should carry. For many retailers, including myself, when you get down to one or two, you’d reorder. But now I know this is the wrong approach. As an example, if you sell 20 pot scrubbers every month, you should never get below 10 of them in stock. That’s the minimum you should have on hand. It makes an impact on sales when you have a full assortment available. Always double-check the price of the items as you are receiving them. Make sure you’ve been charged what you entered into your point-of-sale system, so you maintain your initial markup. Buying for promotions is another key strategy. Find items you can offer to shoppers at a great price and/or bundle items together to improve your return.
Traffic Builders
How to Attract More Customers to Your Store
By Sara Burks
In an era where online shopping is booming, attracting customers to your brick-and-mortar boutique is more important than ever. The good news? With the right strategies, you can turn foot traffic into a steady stream of loyal customers who love shopping in person. Let’s dive into proven ways to boost traffic and sales in your store!
1. HOST IN-STORE EVENTS & EXPERIENCES
Give customers a reason to visit by
hosting exclusive in-store events. Think sip-and-shops, styling workshops, trunk shows or influencer meet-and-greets. Creating a unique experience makes shopping more than just a transaction—it’s an event worth attending!
2. OPTIMIZE YOUR STOREFRONT & SIGNAGE
Your boutique’s exterior is the first impression — make it count! Use eye-catching window displays, clear signage and seasonal decorations
to grab attention. A clean, inviting storefront increases the likelihood of walk-ins.
3. LEVERAGE LOCAL PARTNERSHIPS
Partnering with other small businesses, like coffee shops, salons or fitness studios, can introduce your boutique to new audiences. Cross-promote each other through flyers, social media shoutouts or collaborative events.
4. USE SOCIAL MEDIA TO DRIVE FOOT TRAFFIC
Encourage customers to visit your store by teasing new arrivals, hosting in-store-only giveaways or offering exclusive discounts for followers who visit in person. Instagram stories, TikTok and Facebook groups are powerful tools for real-time engagement.
5. OFFER LOCALIZED PROMOTIONS
Give customers a reason to shop in-store rather than online by offering in-person-only promotions. Loyalty programs, flash sales or discounts for
showing a social media post can entice shoppers to visit.
6. IMPROVE YOUR GOOGLE BUSINESS PROFILE
When potential customers search for boutiques near them, you want your store to show up! Keep your Google Business Profile updated with accurate hours, photos and positive customer reviews to improve local search rankings.
7. CREATE A WELCOMING CUSTOMER EXPERIENCE
A great shopping experience leads to repeat visits. Ensure your team is well-trained in customer service, offer complimentary gift wrapping and create a welcoming atmosphere with good lighting, music and scent branding.
Sara Burks is the director of partnerships and education at The Boutique Hub. She has been in the boutique industry for over 20 years and has a master’s in business administration. On top of her boutique experience, Sara is a rodeo coach and started a jewellery brand.
High-Impact Holiday Merchandising Tips
By Nickeisha Lewis
The holiday season is the time to bring your A-game when it comes to merchandising. Shoppers are in the mood to spend, but they’re also looking to be inspired. Here are a few simple, highimpact tips to make sure your retail space is festive, functional and primed for sales.
MAKE YOUR WINDOWS LOUD
Your window display is your first impression and during the holidays it should stop people in their tracks. Think bold, bright and full of visual stimulation. Can someone see it from across the street? Good! That’s what you want. Use colour, light and movement to draw people in. Highlight a hero product or create a magical scene that brings your brand personality to life.
SMALL SECTIONS EQUALS BIG IMPACT
If your store has long rows of fixtures or racks, it’s time to break them up. Smaller groupings not only feel more shoppable, but they also help guide customers through your space more naturally. Try using furniture-style displays or adding height variation to make things feel more dynamic.
DECLUTTER TO UPSELL
You don’t need to pack every SKU you have into a display. Less is more! Keep things simple and intentional. Showcase just a few key items per table or shelf to make it easier for customers to shop and to encourage them to add to their basket. If it fits in their hand, it’s easier to say “yes” on impulse.
ADD LAYERS AND USE BASKETS
Play with levels by using risers or stacking crates, and include a few small baskets or bowls to hold grab-and-go items. These visual breaks keep displays from feeling flat and repetitive and they also spark curiosity. Think “Oh, what’s this?” energy.
COLOUR MATTERS, BUT MAKE IT YOURS
You can’t go wrong with classic red, green, gold and silver during the holidays, but if that’s not your vibe or doesn’t fit with your brand palette, feel free to modernize. Jewel tones, metallics and unexpected pops of colour can still feel festive.
CURATE GIFTABLE MOMENTS
Group products together by theme to help shoppers check people off their lists faster. Cozy bundles like “Chic Outwear”, “Holiday Party Looks” and “Gifts Under $25” make decisions easier and encourage multi-item purchases. It’s all about helping people visualize the gift.
BOLD GRAPHICS FOR THE WIN
Oversized signage, festive printed table covers and custom backdrops aren’t just decorative, they’re directional. They help guide your shopper’s eye and reinforce your holiday story. The more visually cohesive your store looks, the more high-end and intentional it feels.
The holidays are your time to shine, so don’t be afraid to go all in. Keep it clean, festive and customerfocused and you’ll be sure to stand out in a busy shopping season.
