Summer 2026

Summer 2026

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

instoremagazine.ca

BUILDING AN INDEPENDENT SANCTUARY PRODUCTS & ADVICE FOR HOLIDAY SALES SUCCESS HOW TO DESIGN AN EXPERIENCE-BASED STORE

Sweet, Savoury & Self-Made How former restaurateur Melanie Mulherin scaled SaltSpring Kitchen Co. from a home stove to a gourmet powerhouse

2027 SPRING & EVERYDAY Pre-Booking Event JULY 6th through AUGUST 31ST, 2026

Special discounts and freight caps right across Canada for all orders in store, in showroom or on the web 24/7 Late night and weekend appointments available RSVP with your sales rep or tpratt@candym.com

Market Week Aug 6th - Aug 13th, 2026 8am - 9pm FREE return limo or Uber to our showroom from your hotel Lunch, Dinner and Refreshments Special discounts, draws and gifts for all orders in our showroom!

Contact your sales representative or email Tine Pratt at tpratt@candym.com to book your appointment today Head Office & Showroom - 49 Riviera Dr., Markham, ON, L3R 5J6

www.candym.com

www.canfloyd.com

VISIT DOUGLAS,

Fall Gift and Home Market 2026 AUG 9 - 12, 2026

Toronto, Congress Centre NORTH HALL

Booth #4013

I

Arthur

ASTRA • Atlanta • Dallas • Las Vegas • TOYFEST • Seattle • NY Int’l.Toy Fair • Toronto • North East Toy Show • Minneapo Minneapolis lis

(888)-667-0511

info@douglastoys-canada.com

VISIT OUR TORONTO SHOWROOM TO EXPLORE COMPENDIUM’S NEW FALL 2026 LAUNCH Compendium is now part of the Penguin Random House family of brands & can be ordered with lower product & freight costs.

DESIGN HOME IS PROUD TO REPRESENT NINE PUBLISHERS FROM PENGUIN RANDOM HOUSE, IN CANADA Penguin Random House is the largest publisher of educational and lifestyle books worldwide.

BOOK YOUR TORONTO SHOWROOM APPOINTMENT

VISIT OUR TORONTO SHOWROOM AUGUST 6TH - AUGUST 14TH, 2026

7580 Bath Road Mississauga, ON L4T 1L2 SALES@DESIGNHOME.CA 800.663.9950 WWW.DESIGNHOME.CA

NEW FOR FALL FOUR BRANDS. ONE EASY ORDER. THOUSANDS OF NEW INTRODUCTIONS ON DISPLAY, FOR FALL 2026!

Visit us for the industry’s most sought-after brands - Creative Co-Op, Bloomingville, ILLUME & Finch + Fennel. Exclusive incentives.

Larger showroom. Faster shipping. Expert support.

FINCH + FENNEL

BLOOMINGVILLE

ILLUME

7580 Bath Road Mississauga, ON L4T 1L2

AIRPORT RD INTERNATIONAL CENTRE

WWW.DESIGNHOME.CA sales@designhome.ca 800.663.9950

DIXON RD

HWY

SHOWROOM

CONGRESS CENTRE

CONTACT US

427

BOOK YOUR APPOINTMENT TODAY WITH YOUR DESIGN HOME DIVISION 1 SALES REPRESENTATIVE

THAMESGATE DR

CREATIVE CO-OP

7580 BATH RD

HUNDREDS OF FALL/HOLIDAY 2026 INTRODUCTIONS WILL BE ON DISPLAY IN OUR TORONTO SHOWROOM Fall/Holiday 2026 pre-booking starts now! $100 cash with showroom appointment & orders totalling $5,000+

HUNDREDS OF NEW SPRING 2027 INTRODUCTIONS ARE ON DISPLAY VISIT OUR 18,000+ SQ. FT. SHOWROOM AND BENEFIT FROM TIERED VOLUME DISCOUNTS PLUS FREIGHT & DATING INCENTIVES!

BOOK YOUR TORONTO SHOWROOM APPOINTMENT

VISIT OUR TORONTO SHOWROOM AUGUST 6TH - AUGUST 14TH, 2026

7580 Bath Road Mississauga, ON L4T 1L2 SALES@DESIGNHOME.CA 800.663.9950 WWW.DESIGNHOME.CA

NEW AT DESIGN HOME &

DESIGN HOME IS PROUD TO REPRESENT GIFTCRAFT’S CHARLIE PAIGE & ASTRAL BRANDS, IN CANADA. Charlie Paige is the leading fashion lifestyle brand, in the industry. Come see our inspiring new display, in our Toronto showroom.

ASTRAL

CHARLIE PAIGE

ASTRAL

7580 Bath Road Mississauga, ON L4T 1L2

AIRPORT RD INTERNATIONAL CENTRE

WWW.DESIGNHOME.CA sales@designhome.ca 800.663.9950

DIXON RD

HWY

SHOWROOM

CONGRESS CENTRE

CONTACT US

427

BOOK YOUR APPOINTMENT TODAY WITH YOUR DESIGN HOME DIVISION 2 SALES REPRESENTATIVE

THAMESGATE DR

CHARLIE PAIGE

7580 BATH RD

VISIT OUR TORONTO SHOWROOM

LOCATED JUST 2 MINS NORTH OF THE INTERNATIONAL CENTRE & 5 MINS NORTH OF THE CONGRESS CENTRE

$100 CASH WITH BOOKED APPOINTMENT & ORDERS TOTALLING $5,000+ Thursday, August 6th - Friday, August 14th.

Experience our signature hospitality and discover the most sought-after new brands in person, in our 18,000+ sq. ft. Toronto showroom, the largest gift & home showroom, in Canada.

7580 Bath Road | Mississauga, Ontario L4T 1L2 | WWW.DESIGNHOME.CA | sales@designhome.ca | 800.663.9950

inStore

contents

VOL. 12/NO.03

THIS ISSUE

Summer 2026

inStock

inSight

DEPARTMENTS

DEPARTMENTS

13 Best for Babe!

Sweet new apparel, gifts and greeting cards for babies

10 Hello!

Building an Independent Sanctuary

52

56

14 Stocking Stuffers Make Christmas morning magical for customers 16 Tis the Season!

Precious additions for holiday gifting selections 18 Freshen Up! A bold selection of personal care and candles 19 Apothecary Delights A crisp assortment of bath and body products 20 Seasonal Gourmet Goods Holiday-themed gourmet goods 22 Pantry Staples Broaden your gourmet offerings with these pantry staples

inStyle FEATURE

56 Home Comforts The perfect cozy assortment for welcoming fall into your store

By Erica Kirkland

62 Breaking Bread

Must-have tabletop and kitchenware in everpopular neutral hues

By Erica Kirkland

By Jessica Harlan

74 Retail Visions What does it take to build a store customers never want to leave?

inForm

76 Supplier Profile Melanie Mulherin, Founder of SaltSpring Kitchen

26 News & Notes New lines, launches, industry goings-on and trade show news

DEPARTMENT

By Jessica Harlan

80 Rep Listings *New! FEATURES

By Natalie Hammer Noblitt

50 The Write Stuff

By Natalie Hammer Noblitt

An eye-catching assortment of stylish stationery, office accessories, games and puzzles

70 Is Fear Holding You Back?

By Natalie Hammer Noblitt Hand-painted vase from Audrey’s VIEW THIS ITEM ON PAGE 57

52 Marketing for the Holidays

By Natalie Hammer Noblitt

Strategies on giving customers grace and preparing your team to handle all situations.

FEATURE

FEATURE

How to create an online presence that aligns with your stores brand – right in time for the fourth quarter.

58 Staff Communication

64 Sales with a Side of Compassion

24 The Truth North Beautiful, giftable products made right here on our shores

www.instoremagazine.ca

38 Shop Profiles A vibrant gift shop in Moncton, N.B. and a colourful lifestyle boutique in Boston.

68 The Andromeda Algorithm

If your social media posts aren’t getting the reach they used to, you’re not imagining it. Social media has shifted and most boutique owners are still posting like it’s 2022. Keep up to date by reading this piece from the director of wholesale at The Boutique Hub.

By Samantha Conner

inStore. Summer 2026

9

inSight

inSpire. inForm

Hello

Building an Independent Sanctuary

W

elcome to the Summer 2026 issue of InStore! When we launched our digital transformation last issue, I promised you that shrugging off the handcuffs of print costs would allow us to bring you more depth, more focus and a bigger platform to champion independent retail. Looking at this edition, that revolution is well under way, driven entirely by real, unvarnished stories and actionable strategies. Real leadership in this industry isn’t about who has the deepest pockets; it’s about having the humility to listen to your community, the straightforwardness to act, and the courage to look a changing marketplace in the eye and say, “Let’s build something better.”

That exact spirit of independent resilience is pulsing through our retailer and vendor profiles this season. Look at Alix Caissie in Moncton, New Brunswick, who stepped up to rebrand Good Day Gifts by listening directly to what her customers wanted and giving local makers a dedicated space to shine. Look at Marian Klaussner and her daughter Sasha Brill at Shake the Tree in Boston, who have spent 30 years cultivating a unique, small-batch boutique by keeping a stable, long-term perspective through recessions and uncertain times.

Whether it’s Melanie Mulherin hands-on at SaltSpring Kitchen Co. navigating rising input costs to carefully protect her wholesale partners, or Neda Omidvar turning anxiety into the cute, absurd cartoon world of Evil Llama & Friends, independent entrepreneurs succeed because they keep things deeply human and stay true to their roots.

As we look toward the crucial fourth-quarter season, creating an unforgettable experience is the lifeblood for brick-and-mortar storefronts.

In this issue, our expert contributors lay down the ultimate operational blueprint to help you prepare. Online expert Rachel Lindteigen breaks down the essential website checkups you need to handle before Q4 to capture local search traffic, while interior designer Nickeisha Lewis-Morrison reveals how slow music, proper lighting and storytelling through cross-merchandising turn a simple shop into an inspiring living space. To keep your team aligned and motivated, communications advisor Tom Borg explains how to replace stressful appraisals with a mindset of continuous, informal check-ins over coffee.

Finally, customer service expert Crystal Valkaitis shares invaluable strategies for navigating challenging customer interactions when feelings run high, reminding us to treat our roles as a performance and to keep our staff resilient with proper breaks and support.

As independent business owners, we thrive, we pivot, we scale, we support one another and we never forget the joy of what we get to do every single day.

Until the next issue!

10

inStore. Summer 2026

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

Editor & Publisher Erica Kirkland ekirkland@instoremagazine.ca Art Director Gerry Wiebe Advertising Inquiries ekirkland@instoremagazine.ca 905-690-0492 Contributing Writers Samantha Conner, Jessica Harlan, Nickeisha Lewis-Morrison, Natalie Hammer Noblitt Photographers Will Fournier, Castlerock Studios Stylist Sarah Fournier 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. © 2026 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.

InStore Magazine™ 6191 Cadham Street Niagara Falls, ON L2G 3A3 Email: editorial@instoremagazine.ca 905-690-0492

inSpire. inForm. inStore.

inStock

What We’re Loving

Photography by Will Fournier Styling by Sarah Fournier

Sweet

Selections From baby and bath and body to seasonal products, gourmet goods and more, we curated products from dozens of suppliers to present these cohesive themes perfect for lifestyle retailers in What We’re Loving!

12

inStore. Summer 2026

inSpire. inForm. inStore.

SHOP

THIS PAGE!

inStock

What We’re Loving

Click on any item for direct access to these vendors and fresh inventory!

Best for Babe!

Help customers welcome a new baby with a cozy assortment of apparel, gifts and greeting cards Classic piggy bank from Demdaco, $62 retail, Canfloyd, 800-263-3551, www.canfloyd.com

Plush racoon from Compendium, $27 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Folded AI handmade greeting cards with blank interiors, $6 retail each,

Paperscript, www.paperscript.ca

Bamboo sleep sack, $60 retail, Silkberry Baby, silkberrybaby.com

www.instoremagazine.ca

inStore. Summer 2026

13

SHOP

THIS PAGE!

inStock

What We’re Loving

Stocking Stuffers

Click on any item for direct access to these vendors and fresh inventory!

Make Christmas morning magical for customers with these special stocking stuffers

Alpine Tumbler

Your Journey set of five bracelets from Demdaco,

$30 retail,Canfloyd, 800-263-3551, www.canfloyd.com

from 1Canoe2, $45 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Your Journey watch band charms from Demdaco,

Canfloyd, 800-263-3551, www.canfloyd.com

Canadian made and packaged tin lip balm,

$18 retail, Blooming Wild Botanicals, 506-243-1815, bloomingwild.ca

New bracelets from Alexa’s Angels, $25.99 retail each, Cross Border Sales, 905-417-6332, www.crossbordersalesltd.com

Sugar-free and aspartame-free mints made in Holland from Motif Mints, $10 retail each, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

14

inStore. Summer 2026

inSpire. inForm. inStore.

SHOP

THIS PAGE!

inStock

What We’re Loving

Click on any item for direct access to these vendors and fresh inventory!

Tis the Season!

Precious additions to consider for your holiday gifting selections Grapefruit Apothecary jar candle from Barr-Co., $57 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Santa in Suspenders, an old-fashioned, handmade Christmas ornament, $27.99 retail, Old World Christmas, oldworldchristmas.com

Canadian and handmade artisan-designed greeting cards with blank interiors, Paperscript, $6 retail each, www.paperscript.ca

Gingerbread Houses socks, $20

retail, Socksmith Canada, socksmithcanada.com

Artist-designed greeting cards, made in Canada, $7.50 retail each, Lori Langille Studio, lorilangillestudio.com 16

inStore. Summer 2026

inSpire. inForm. inStore.

INIS_Instore_2026_04.pdf

1

26/03/2026

14:22

C

M

Y

CM

MY

CY

CMY

K

Shop the !

Collection

SHOW T.O.

INTERNATIONAL CENTRE David Youngson & Associates www.Youngson.com (800) 370-4857 ext. 123 KAY DEE DESIGNS, INC. www.KayDeeDesigns.com (800) 537-3433

www.instoremagazine.ca

inStore. Summer 2026

17

SHOP

inStock

THIS PAGE!

What We’re Loving

Freshen Up!

Click on any item for direct access to these vendors and fresh inventory!

Pamper your customers with a bold and fun selection of personal care and candles

Relaxing Epsom salts with sassy sayings,

Autumnal beeswax candle,

$15 retail each, Peace, Love & Sarcasm, peacelovesarcasm.ca

$35 retail, Lilit Botanicals, www.lilitbotanicals.com

Handmade Pink Poppy hand and body bar, $10 retail, Farmgirl Soap Co., farmgirlsoapco.com

Meadow Coconut Milk Bath Soak, $12 retail, Blooming Wild Botanicals, 506-243-1815, bloomingwild.ca

Eco-friendly Canadian-made liquid laundry soap,

$18 retail for 12 fluid ounces.; ironing spray, $12 retail and travel-sized liquid laundry soap, $12 retail for three fluid ounces, Soak Wash, 905-270-7625, soakwash.ca

Rosemary & Mint Shampoo and Conditioner Bars made in Canada,

$22 retail each, Caley-Beth, www.caley-beth.com

18

inStore. Summer 2026

Lavender & Bergamot Body Wash Bar made in Canada,

$18 retail, Caley-Beth, www.caley-beth.com

inSpire. inForm. inStore.

Apothecary Delights

SHOP

THIS PAGE! Click on any item for direct access to these vendors and fresh inventory!

A crisp assortment of pampering products perfect for fourth-quarter gifting

Canadian made Blue Chamomile and Sweetgrass hand soap, $16 retail, Lilit Botanicals, www.lilitbotanicals.com

Canadian-made Rosemary hair serum,

Canadian-made two-in-one Honey,

$25 retail, Lilit Botanicals, www.lilitbotanicals.com

Milk & Oatmeal whipped soap and body scrub, $18 retail, Bubble Mountain Co., 403-477-0497, bubblemountainco.com

Award-winning Canadian-made Shampoo Bar, $24 retail and hydrating Nourish Conditioner Bar, $22 retail, Dreaming Green Boutique, www.dreaminggreenboutique.ca

Reusable jar of 10 Canadian and handmade Mix and Match Shower Steamers, $26 retail, Dreaming Green Boutique, www.dreaminggreenboutique.ca

www.instoremagazine.ca

Canadian-made peppermintscented Unwind Bath Salts,

$14 retail, Bubble Mountain Co., 403-477-0497, bubblemountainco.com

Classic Linen tin candle from Greenleaf, $25 retail, Candym Enterprises, 800-263-3551, www.candym.com

inStore. Summer 2026

19

SHOP

inStock

THIS PAGE!

What We’re Loving

Seasonal Gourmet Goods

Click on any item for direct access to these vendors and fresh inventory!

An assortment of holiday-themed gourmet goods guaranteed to have mouths watering

Spiced Apple and Ginger mulling spices from Finch & Fennel, $28 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Effortless Gravy Starter from Finch & Fennel,

$23 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Winter Wonder Jam and Cranberry, Sour Cherry & Port Preserve,

made in Canada, $15 retail each, SaltSpring Kitchen, www.saltspringkitchen.com

20

inStore. Summer 2026

Spiced Hot Cinnamon Apple Jam from Finch & Fennel,

$28 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Artisanal handmade buttercrunch from Fraktals, $7.99 retail, Cross Border Sales, 905-417-6332, www.crossbordersalesltd.com

inSpire. inForm. inStore.

SHOP

inStock

THIS PAGE!

What We’re Loving

Pantry Staples

Click on any item for direct access to these vendors and fresh inventory!

Broaden your gourmet offerings with these pantry staples

Pouch packs of eight Canadian made flavoured honey tubes, $9.99 retail, Tu-Bees Honey, www.tubeeshoney.com Gourmet Italian olive oil and vinegar from Finch & Fennel,

$39.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Sweet and savoury spreads and preserves made in Canada, $15 retail each, SaltSpring Kitchen, www.saltspringkitchen.com 22

inStore. Summer 2026

Fig Chutney from Zoe Olive Oil,

$17.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Flavour-infused balsamic-based water sparkler set, $26 retail, Olive Oil Co., oliveoilco.ca inSpire. inForm. inStore.

Indulge Your Customers in Quality Hand Crafted Canadian Made Fudge and Brittles!

e d t f r a C d n a H ! s s e n d G oo Waterloo, ON 519-884-3505 contactus@brittles.ca www.brittlesnmore.com @ brittlesnmore

SHOP

inStock

THIS PAGE!

What We’re Loving

The Truth North

Click on any item for direct access to these vendors and fresh inventory!

A wide ranging assortment of beautiful, giftable products made right here on our shores, perfect for holiday gifting

Frameable art from self-taught Saskatoon artist Wendy Fox, wendyfox306@gmail.com, @wendyfoxart

3D wooden Scenescapes are available for all major destinations and can be custom designed.

Sold separately for $9.99 retail are little wooden Icon Packs with four icons that can be placed in the scene. $39.99 retail, Iconic Keepsakes, iconickeepsakes.com

24

inStore. Summer 2026

inSpire. inForm. inStore.

SHOP

THIS PAGE!

Olive spoon with green glass, $14.95 retail,

Click on any item for direct access to these vendors and fresh inventory!

Olive Oil & Co., oliveoilco.ca

3D Wooden Scenescapes

are available for all major destinations and can be custom designed. Sold separately for $9.99 retail are little wooden Icon Packs with four icons that can be placed in the scene. $44.99 retail, Iconic Keepsakes, iconickeepsakes.com

Pine Ridge Art’s Canadian Vacation calendar for 2027, $27 retail, Candym Enterprises, 800-263-3551, www.candym.com

Pressed flower earrings, handmade with real locally sourced flowers, $50 retail, Blue Pendulum, www.bluependulum.com Frameable art from self-taught

Saskatoon artist Wendy Fox, wendyfox306@gmail.com, @wendyfoxart

Hand-drawn greeting cards

printed in Canada, $6.95 retail each, Coastal Card Co., www.coastalcardco.ca

Handmade greeting cards

made from sea glass harvested from B.C. beaches, from $13 retail, West Coast Sea Glass, www.westcoastseaglass.com

www.instoremagazine.ca

inStore. Summer 2026

25

inForm

Inside Track

News & Notes

News & Notes IN THE NEWS

NY Now Set for Revolutionary Reinvention

Rockview Management Group, led by Dorothy Belshaw and two other industry veterans, has acquired the 100-year-old marketplace, NY Now from Emerald Holding under their newly formed company.

Founded more than 100 years ago, NY Now has lost its lustre in recent years, slowly drifting from a must-attend event to a small, regional market with most U.S. buyers heading to Atlanta and Dallas and skipping New York altogether. * With Belshaw leading the troops, the show is set to be transformed once again into a must-attend event for North American retailers and vendors.

Belshaw brings 33 years of experience in the gift and trade show industry, including eight years as show director for NY Now (formerly the New York International Gift Fair) and most recently in senior management positions with AndMore, the producers of the Atlanta, Las Vegas, High Point and Shoppe Object events. With deep customer relationships, operational expertise and industry thought leadership, Belshaw is uniquely positioned to lead the show’s reinvention.

Her partners, William Lacey and Karen Olson, round out the expert management team. Lacey has more than 30 years of CFO experience, including extensive work in mergers and acquisitions with a proven ability to

26

inStore. Summer 2026

rapidly align strategic vision with financial performance and process improvement.

Olson brings over 28 years of experience in the gift, home and trade show industries, leading successful brand transformations and data-driven growth initiatives during pivotal transitions, including ownership changes and complex M&A environments.

“NY Now has always held a special place in this industry,” said Belshaw. “Having spent many years leading this show, I know firsthand the impact it can have when thoughtfully merchandised and deeply connected to the needs of the industry.”

The team’s transformation strategy is focused on strengthening community and buyer engagement while positioning NY Now as the modern wholesale marketplace in the Northeast for the lifestyle, gift and home industry.

Immediate areas of focus include adding more established brands, strengthening exhibitor value, driving relevant and high-quality buyer attendance, elevating the customer experience and reimagining the show floor.

An InDepth Interview with Dorothy Belshaw In an interview with InStore, Belshaw revealed her impetus for taking over NY Now: “I was at a point in my career where I was ready to do something on my own. I wasn’t sure what I wanted to do but after working for GLM and AndMore for 33 years, I was ready for my own thing – something smaller and more independent.”

“To be reimagined and reinvented and to really address its challenges productively, NY Now at this point in its lifecycle, needs to be managed by a small and agile team.

inSpire. inForm. inStore.

We can be really nimble.”

“The very first thing we’re going to do is conduct an in-depth survey of retailers, so we don’t charge forward with our vision but rather what is really needed,” said Belshaw.

“It gives us the opportunity to have very candid dialogues with our customers. We are not shying away from those conversations, we’re welcoming them. You must Dorothy Belshaw have the hard conversations to find the pain points and solve the frustrations.”

Another thing on their side is speed of decision making.

“Decision making is quick. My two partners and I are very much aligned in where we see this going and how we want this to happen. We’re comfortable with building a safechallenge culture in that we’re willing to challenge each other to get things done quickly but the right way.”

While enthusiasm is high due to Belshaw’s spotless track record of running the industry’s most respected shows, she says, “This is going to take a minute - it isn’t going to be immediate and there is no magic bullet.”

Right now, the team is putting equal focus on vendors and retailers. “There’s a level of patience we can have as a small company than a larger company, which is needed to achieve certain metrics.”

“This is a big risk for me and my partners, but I trust this industry. When this industry gets behind something that matters to them, they can really do amazing things. I trust that this industry with our leadership will support our mission.”

market intelligence, a loyal buyer network and a 60-year track record of sales excellence.

“New York was once the undisputed industry platform for brand awareness, product introduction and media attention,” said Doug Cofiell, CEO of Ivystone Group. “This alliance will reinvigorate our Northeast presence and drive super-regional sales for our family of brands. We’ve worked closely with Dorothy Belshaw for more than 20 years across multiple markets, and we’re confident she and her partners can rapidly reinvent this important show.”

As part of the partnership, NY Now is working with design firms to create sophisticated turn-key booth packages, which will streamline the exhibit design and installation process within a defined and predictable cost structure. The design integrates multi-line agency exhibits, brand-specific exhibits and dedicated order-writing zones within a unified, energized footprint — delivering a dynamic, rep-supported buying experience for both returning and first-time show attendees. This model will be replicated for additional agency partners soon to be announced.

“This partnership is an essential component of our strategy to rebuild NY Now with intention and urgency.

Ivystone has created a robust and relevant ecosystem with the best brands connected to the best buyers,” said Belshaw. “Leveraging those relationships will accelerate growth and improve performance for NY Now and the whole Northeast market.”

Ivystone and Simblist will debut the new concept and meet with regional buyers at the August 2026 NY Now Show while the full buildout will debut at the Winter 2027 Show.

NY Now takes place twice annually at the Jacob K. Javits Convention Center in New York City, with the next event scheduled for August 2 to 4, 2026. (nynow.com)

Ivystone Puts its Massive Support Behind NY Now

*Data on show attendance is tracked every year in InStore’s sister publication for U.S independent retailers, Giftbeat.

With 300 reporting stores on its panel, Giftbeat is able to translate actual retail sales and trends into actionable information for U.S. retailers, vendors and distributors.

Indeed, about a month after the purchase announcement, the NY Now team announced that Ivystone Group was partnering with them to rebuild “the Northeast Gift & Home Show.”

With deep roots in the Northeast and a line package that includes hundreds of the most sought-after brands in the industry, Ivystone Group and its family of agencies will work together with Belshaw’s team to “aggressively rebuild and re-establish NY Now as the preeminent gift and home show for the Northeast.”

The alliance unites two industry powerhouses with a singular mission: bring the industry’s most recognized brands back to New York and reengage the region’s independent retail ecosystem by bringing unmatched www.instoremagazine.ca

Snoozies Launches Website for Canadian Retailers Snoozies has launched their first web portal for Canadian retailers - www.snooziescanada.ca. The site was designed to make it easier for Canadian retailers to both view and place their orders.

“We know that retailers have less free time available in today’s world to review multiple product lines and our new site was designed to make their viewing and ordering experience more efficient as well as enjoyable,” says brand CEO, Marshall Bank. inStore. Summer 2026

27

In addition to the new site, Snoozies has also upped their game by introducing over 190 new SKUs for fall 2026.

“We have added numerous new hard sole styles, available in a total of 24 colours,” says Bank. “Hard soles have recently been a frequent request from retailers and consumers alike. I like to say that we ‘put a lot of sole’ into the fall line!”

“Our website offers better product imaging and more visuals. For fall 2026 we have added new body styling to further refresh our branded presentation.

New exciting embellishment techniques and a broader range of products were an important aspect of development for our fall line and something that keeps consumers coming back every year for the latest!” Bank noted.

“Retailers have less time available to spend at trade shows and the design of the new site offers buyers the opportunity to browse the line 24/7 in an unrushed environment,” he further noted.

In addition to the new web portal, Snoozies is also represented in the Canadian gift market by Cross Border Sales Gift Agency Ltd. based in Toronto with sales reps located across the country. (www.snooziescanada.ca)

Design Home Representing Charlie Paige and Astral Recently Design Home Gift & Paper announced that it had entered an exclusive partnership under which Design Home will represent Charlie Paige and Astral brands to independent retailers throughout Canada.

The brands’ presences will be elevated through Design Home’s extensive team of sales representatives across Canada as well as the company’s online ordering platform, marketing initiatives, targeted direct mail and e-marketing initiatives, social media efforts and displayed within Design Home’s 18,000-square-foot Toronto showroom. (www.designhome.ca)

Correction!

In the Spring 2026 issue of InStore, the product below was incorrectly listed.

The product descriptions should have read as follows: Honeycomb votive, $7.95 retail, Tu-Bees Honey, tubeeshoney.com.

28

inStore. Summer 2026

inSpire. inForm. inStore.

the

goods Evil Llama & Friends Nominated for a Louie Award this year, Evil Llama & Friends offers store owners an array of snarky greeting cards, funny enamel pins and weird gifts that are uniquely different from other brands on the market.

The company’s beginning was a way for owner and founder Neda Omidvar to turn Covid anxiety and uncertainty into something productive and entertaining. Holding a university degree in drawing and painting, Omidvar worked as the director of a commercial art gallery in Toronto for a decade before launching her llama universe. As she says, “When the pandemic flipped everything upside-down, I returned to my first love: drawing and llamas.”

All Evil Llama and Friends designs start with a hand drawing by Omidvar which is then digitally scanned and finessed.

“Most of my illustrations are inspired by observing absurd animal behaviour through my travels to the wildest, most remote parts around the world like Antarctica and the Amazon,” says Omidvar. “I can sit and watch animals act weird for hours and I love turning those actions into cute and silly cartoons.”

“My goal is to pass that same joy along to consumers through everyday items like greeting cards, stickers, tote bags and enamel pins — things that make people laugh, smile or roll their eyes - ideally all three.” (evilllamaandfriends.com)

www.instoremagazine.ca

inStore. Summer 2026

29

the

goods Lori Langille Lori Langille studied Fine Arts at the University of Ottawa before going on to the Ontario College of Art and Design in Toronto for painting and illustration. While she creates custom illustrations for a wide range of private and public sector clients, she also runs Lori Langille Studio, a stationery collection featuring over 184 items from bookmarks and greeting cards to postcards and gift tags featuring her original artwork.

Based in Ottawa, the studio specializes in print goods that blend vintage source imagery with a clean, minimalist aesthetic. One of her signature styles is intricate collages made from historical and vintage images styled with modern layouts. She also creates one-of-a-kind original watercolour drawings and handmade collages executed on archival, gallery-quality hot press paper.

Currently, her goods are carried by a selection of independent paper and art retail shops, including The Papery, Paper Papier and the Ottawa Art Gallery shop. (https://lori-langille-studio.myshopify.com/)

inSpire. inForm. inStore.

the

goods KayDee Designs’ Mid Season Releases

Tea towel designer and manufacturer KayDee Designs has introduced new mid-season collections for store owners. Two themes of note include Log Cabin, perfect for the upcoming fourth-quarter season. Available August 15, the assortment includes cabins, wolves, deer, moose, pine trees and pinecones.

The other on-trend theme, Oh Cluck, which will be available on September 15, is a whimsical collection featuring an array of florals, and chickens who are having a ‘clucking good time’ and wishing users the same. (www.kaydeedesigns.com)

www.instoremagazine.ca

inStore. Summer 2026

31

inStore | Shopping Guide

32

inStore. Summer 2026

inSpire. inForm. inStore.

Shopping Guide

PEACE, LOVE & SARCASM

| inStore

ELEVATE THE EVERYDAY

A little fun, a little sassy, a little unexpected!

SMALL BATCHES, ALL-NATURAL, SIMPLE INGREDIENTS.

www.peaceloveandsarcasm.ca info@peaceloveandsarcasm.ca

www.instoremagazine.ca

HANDMADE ON SALT SPRING ISLAND, BC

SALTSPRINGKITCHEN.COM

inStore. Summer 2026

33

inStore | Shopping Guide

34

inStore. Summer 2026

inSpire. inForm. inStore.

ALL ABOUT

NEW!

Just wait until you see what’s inside…

FALL 2026 Represented in Canada by Cross Border Gift Sales Agency 905-417-6332

TORONTO GIFT + HOME MARKET August 9-12 Toronto Congress Centre - North Cross Border Gift Booth 5428

snoozies!® Corporate Office (USA) 252-650-7000 ext 214

WHAT’S

NEW?

This season snoozies!® introduces innovative new styles and exciting new looks, including outdoor soles and adorable embroidery.

Canadian retailers can now shop the new website at snooziescanada.ca A new shopping experience from beginning to end.

Easy shopping. Easy ordering.

Restocking your snoozies!® has never been easier! Shop 24/7 for all your snoozies!® needs! www.snooziescanada.ca

inSight

Shop Profiles

Behind the Scenes with Two Boutique Owners

By Erica Kirkland

In this issue, contributing writer Jessica Harlan interviewed the young female manager who stepped up to take over a cheerful, vibrant gift shop, Good Day Gifts, in Moncton, New Brunswick and the passionately independent attorney-turnedretailer behind the colourful lifestyle boutique, Shake the Tree, in Boston’s historic North End neighbourhood.

While the rapidly growing East Coast maritime city of Moncton and the bustling, walk-by traffic of Boston’s historic Beantown neighbourhood may not seem to have much in common, both areas are actually well known for their strong entrepreneurial spirit and deeply rooted connections to local artists, makers and independent business communities.

Come inside as we take you into these two unique, beautiful stores and interview the owners to get their perspective on everything retail and what it takes to thrive in today’s changing market.

Good Day Gifts 38

inStore. Summer 2026

Shake The Tree inSpire. inForm. inStore.

inSight

Shop Profile

Good Day Gifts

Shake The Tree

Shake The Tree

Good Day Gifts

Shake The Tree www.instoremagazine.ca

Good Day Gifts

inStore. Summer 2026

39

inSight

Shop Profile - Canada

RUSTIC MARTIME VIBES

40

inStore. Summer 2026

inSpire. inForm. inStore.

inSight

This Cheerful and Vibrant Moncton Store is Flourishing Under New Ownership Shop Profile - Canada

By Jessica Harlan

With close ties to the local business community, its customers and local makers, Good Day Gifts is growing right alongside the city it calls home, opening its doors with a warm welcome and an always changing selection of inventory tailored to its clientele.

W

hen the owner of Kept On Main, a gift shop in downtown Moncton, N.B., decided to take a step back from the business last year, manager Alix Caissie saw her chance to step up. Passionate about small businesses and the gift industry, Caissie jumped at the chance to take over the assets and space. She was eager to start fresh with a new brand

www.instoremagazine.ca

and new identity — the space’s third incarnation since 2018 when it opened as My Home Mercantile. Caissie admits customers still come in asking about the name change, but for the most part, the transition has been seamless, and Good Day Gifts is a cheerful and vibrant part of Moncton’s main street business community. Here we interview Caissie to learn about what she thinks makes retail work these days.

JUST THE STATS Store: Good Day Gifts Location: Moncton, NB Square Footage: 1800 Employees: Four Website: www.giftgoodday.com

inStore. Summer 2026

41

What makes your store unique?

A lot of stores highlight local products, but what makes us special is the passion we bring to it. We get to know our makers and we host markets and workshops. Moncton is a growing city and we want to be a part of that, so we do a lot to connect with our community and the makers here. I’ve brought a couple of other small businesses into the store and allowed them to have spaces of their own, like a mini shop within the store. These include The Art Shack and Bardo Books.

How would you describe your store and its atmosphere?

I want the shop to be fun and laid back, bright and colourful. We’re not precious about aesthetics but we’re intentional.

The space is in an old brick building from the 1900s, right next to the Capitol Theatre. The original owners built custom wooden shelving, which 42

inStore. Summer 2026

inSpire. inForm. inStore.

inSight

Shop Profile - Canada brings a lot of character and warmth to a space which was a blank slate.

We recently had a local artist, Leah Boudreau, paint our big front windows.

What is your background and why did you get into retail?

My educational background was not in business, but I started working for the original owner of the store and really fell in love with working for a small business. I was able to work for a lot of female business owners who taught me a lot and believed in me. Knowing they had confidence in me has encouraged me to take the next step.

To what do you attribute your success?

We’re still in our early days since I just took over in January, but the last two months have been better than expected, which is amazing. A lot of that success comes from listening to our customers and bringing in the things they ask for.

For instance, we’re bringing in a lot more local stuff, which has been a want and a need, and we’re bringing in more clothing, especially Maritime-themed clothing. Listening to customers and adapting has been key to our success since the changeover. Keeping the energy high, staying connected with our community and putting ourselves out there has been really beneficial.

How do you promote your store and what are your most successful promotions or marketing mediums?

We use Instagram the most, and I post on Facebook every day — we try to do a lot of videos. I’ve paid for a few ads, like when we had our grand opening.

But a lot has just been word of mouth and organic growth. We built that up over the years and I was able to retain that with the sale. We also have a great Downtown Moncton board, and they help promote events for us.

What has been your most successful recent event?

We just hosted our first market as Good www.instoremagazine.ca

Day. We do these markets quarterly and we love getting to share the space with makers. We’ll invite local makers and have them set up stations inside the store as well as in Oak Lane, an alleyway next to the shop. We tend to have anywhere from 12 to 20 vendors, depending on how many people we can fit outside. It’s been a nice way for us to discover new makers, and it brings a lot of energy to the store. Those days are always really busy and full. The vendors get to talk to other vendors, and they learn from each other how to grow their business.

Do you have a favourite product line?

A big seller for us is Villager Puzzles.

It’s a great female-owned Canadian company. They get beautiful artwork from female Canadian artists and turn them into jigsaw puzzles.

What are your biggest struggles or pain points?

I’d say right now it’s managing inventory. I don’t want to sit on anything too long. I want to switch things up and keep them fresh, but I don’t want to sell out if something is a big seller.

That’s something I need to work on, but I know it’ll come with time. I’m also nervous about taking the chance to buy a lot of something in case it doesn’t work

out. It’s nerve-wracking trying to figure out that balance.

Looking back, what is the biggest lesson you have learned?

I know I’ll learn a million lessons. But right now, it’s trusting my instincts. If something feels right and it’s not going to break the bank, I try it. Trying new things has been helpful for us, too, in terms of defining who we are as a company compared to what was here before.

What do you see for the future?

I see us growing and building on what we’ve done so far. I’m really excited about cementing ourselves as part of our community. I want us to keep growing and keep learning from our customers and the other members of our business community. I’d love for us to make some of our own products as well. We have lots of growing to do, and I’m looking forward to seeing where we can take everything.

Finally, how do you stay inspired?

I’m inspired by the makers and local people we work with and the stuff we’re bringing in. I love working with creative people, the hope is always that the creativity rubs off on you. It’s nice to be able to talk to people who are passionate about what they’re doing. inStore. Summer 2026

43

inSight

Shop Profile - USA

BEAUTIFUL BOSTON BOUTIQUE

44

inStore. Spring 2026

inSpire. inForm. inStore.

inSight

Shop Profile - USA

Thriving after Thirty Years in Business Shake the Tree thrives on being solidly independent and inclusive in Boston’s Beantown neighbourhood

By Jessica Harlan

A

it the height of her law career, Marian Klaussner got a great job offer. She turned it down. “I just didn’t want to keep spending my life fighting with people. I felt like I was a lot more creative than that.”

Instead, she and a friend started painting furniture, selling it at craft pop-ups, and when a storefront in her neighbourhood became available 30 years ago, she impulsively rented it. Quickly she came up with a plan to sell locally made goods from folks she’d met on the craft circuit on consignment. Since then, the store has dropped its consignment model and moved from Brooklyn to Boston’s North End. What’s more, Marian’s daughter, Sasha Brill, recently joined as manager and may eventually take over the store. Here, Marian shares the store’s journey. www.instoremagazine.ca

What makes your store special?

When we first opened, there were virtually no other shops. It was at the time of the “Big Dig” — Boston was taking down a highway that divided the city and creating a whole green space.

We were the first of the newer shops to open once the dig was completed.

Now, there are eight or 10 other shops in the neighbourhood, and they’re all independent – no chains.

We pride ourselves on having an everchanging rotation. We change so much of our inventory every four to six weeks that there’s always something new. One of the great things about the store is that we carry a lot of small-batch and independent brands. People are used to shopping at chains, so there’s a sense that it’s always the same things, but you come here and see things you’ve never seen before. It’s refreshing and more interesting.

JUST THE STATS Store: Shake the Tree Location: Boston, Mass.

Square Footage: 1000 Employees: Two full-time, Six part-time Website: www.shakethetreeboston.com

inStore. Summer 2026

45

inSight

Shop Profile - USA

How would you describe the atmosphere of your store?

People come in every single day and say what a beautiful store this is. We’re extremely welcoming and colourful. One of the challenges in terms of display for me is that I hate it when I walk into a store and I’m overwhelmed. We have a fair amount of stuff that’s very colourful and visually busy. I spend a tremendous amount of time setting up displays by colour, country, theme and category. I get very inspired by travel, and because we’re in an Italian neighbourhood, we have a big Italian section with cookbooks, ceramics, candles and so on.

Also, having people feel safe and welcome here is an inherent value of the store. I have very strong social justice values around equal rights and racism and I’m open about sharing those on social media and in the products we carry.

To what do you attribute your success?

Initially, there were low expectations. We’d make $10 and I would be excited. But having had this business 46

inStore. Summer 2026

inSpire. inForm. inStore.

inSight

Shop Profile - USA

for a long time, I know you must have a long-term perspective on things.

All businesses have slow months. In New England, it’s winter. I have been through several recessions, a plague and now another war. You can’t freak out each time there is a problem in the world.

How do you promote your store?

We have not set up a budget for marketing, and we don’t do a lot of external marketing, but we do use Instagram and people often respond to it. We also do some email marketing for our events, but because we’re in a busy area, really, we just open the door!

It’s all about walk-by traffic, word of mouth, and social media.

What has been your most successful recent event?

Last year my daughter started Neighbour’s Night. There’s a map of all the participating stores in www.instoremagazine.ca

our neighbourhood. Every store does something special. It could be discounts, food, entertainment, whatever they choose. This year we’re going to have a photo booth.

Do you have a favourite new product line?

We recently discovered Hazel Mazel from Creative Co-op, a line of ceramic tabletop and kitchen items. I really like their products. I also love the new flavours that Woodstove Kitchen has put out. They make simple syrups for mocktails and cocktails and now they have a Paloma flavour that’s quite delicious.

What are your biggest struggles or pain points?

The potential worry about the economy and uncertain times that I have no control over. It’s hard to know how that will play out, with the war and gas prices. I also really don’t like having to

deal with building maintenance issues that come up. We are on the first floor of a multistory apartment building.

We have a wonderful landlord, but we have had problems including a gas leak, caved-in ceilings, broken toilets and lighting and heat issues.

Looking back, what’s the biggest lesson you’ve learned?

As a small business owner, it’s important to keep your life balanced.

My store is incredibly important to me but so are my family, my friends and my life. If you don’t find time for those outside joys, you’ll lose the joy.

I have never once on a Sunday night had what my family calls the “Sunday Scaries.” I’ve never walked into the store thinking: I have to “work” today.

I literally walk in thinking, “What do I get to do today?”

Finally, how do you stay inspired?

I travel and I shop around a lot. I’m a big window shopper. I get to see new things and get excited about new things. Also, I’m taking a lot of art classes, and looking at visual art helps me stay inspired. My store must be a fun place. If it’s not, people pick up that energy. inStore. Summer 2026

47

Take 48

inStore. Summer 2026

Note!

Start prepping for the fourth quarter with a selection of must-have products alongside retail insights and advice that will move the needle on your sales this holiday season!

Photography By Will Fournier Styling by Sarah Fournier

inStore. Summer 2026

49

The Write Stuff An eye-catching assortment of stylish stationery, office accessories, games and puzzles your customers will find irresistible

Big Adventures canvas pouch from Studio Calico, $30.50

retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Doodle keychain by Chocli, $19.99, Jabco Canada, 877-381-5222, www.jabco.ca

SHOP

THIS PAGE! Click on any item for direct access to these vendors and fresh inventory!

Tell Me More game from Compendium, $30 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Panoramic Book Stack puzzle from Pippi Post, $43 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Greeting cards with a healthy dash of in-your-face humour,

$7 retail each, Peace, Love & Sarcasm, peacelovesarcasm.ca

50

inStore. Summer 2026

inSpire. inForm. inStore.

SHOP

THIS PAGE! Click on any item for direct access to these vendors and fresh inventory!

Gratitude and Reflection journals from Tag,

$26 retail each, Candym Enterprises, 800-263-3551, www.candym.com

Jotter pens, $5.50 retail each, Peace, Love & Sarcasm, peacelovesarcasm.ca

Wooden bag clip, $8.99 retail, A DYI Boundary Manifesto journal from Compendium, $28.50 retail, Design

Cross Border Sales, 905-417-6332, www.crossbordersalesltd.com

Family Time mini game with fridge magnet backing from Demdaco, $21.50 retail, Canfloyd, 800-263-3551, www.canfloyd.com

Home Gift & Paper, 800-663-9950, www.designhome.ca

Air fresheners with refreshingly funny sayings,

$8 retail each, Peace, Love & Sarcasm, peacelovesarcasm.ca

www.instoremagazine.ca

inStore. Summer 2026

51

Marketing for the Holidays Creating an Online Presence in Tune with Your Store

By Natalie Hammer Noblitt

M

any 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 fourth-quarter sales.

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.

IMPORTANCE OF A Q4 ONLINE PRESENCE 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

FEATURES YOUR WEBSITE MUST HAVE The look and feel of your 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

52

inStore. Summer 2026

is also the place to show your connection to the community.

Shoppers aren’t expecting small businesses to compete head-tohead 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. Make sure there is clear mention of any after-hours events.

One of the things customers love about bigger stores is the inSpire. inForm. inStore.

ability to order online and pick up at the store. Highlighting any services you offer — whether it’s taking orders 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. www.instoremagazine.ca

PROMOTE EVENTS ONLINE 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.

INTEGRATING YOUR WEBSITE AND SOCIAL MEDIA 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 – and 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, check your reviews and click through to your site. You can’t control what other people say about your store in community groups, but you can inStore. Summer 2026

53

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.

SEO TUNE-UPS FOR THE HOLIDAYS 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 54

inStore. Summer 2026

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 website in searches, be sure to use what works for traditional SEO an incognito browser to search and search engines like Google for the keywords you want linked also helps with GEO for AI search to your business and website. in places like ChatGPT. You don’t If you use the browser on your have to learn a ton of new skills to computer, it’s already tailoring succeed. But nothing is guaranteed. searches to your patterns and will The latest studies show that ranking give a skewed picture of where on page one on Google doesn’t you rank. Ask friends to search up guarantee a spot in ChatGPT and your business online and provide other AI search engines. In fact, feedback. Don’t ask the friend you there’s only about a 25 percent know will tell you everything’s chance that you’ll be visible there if great. Ask friends who give honest you’re on the first page on Google. feedback and let them know their Learning more about SEO and real impressions will help you in the GEO will help your business adapt long run. to the changing online marketplace.

For retailers who’d like more AVOID THESE MISTAKES information, visit etchedmarketing.

The biggest mistake is assuming com/freebies for links to free your website isn’t that important Etched Marketing classes and because you are a brick-and-mortar resource guides. inSpire. inForm. inStore.

Is Your Website Hindering Sales?

Five Quick Checkups to Make Now

By Natalie Hammer Noblitt

As Q4 approaches, it’s smart to get your website ready early. Online expert Rachel Lindteigen of Etched Marketing shares five quick checks to see if your site is helping or hurting your business.

1. Is Your Homepage Confusing?

Check your website on your phone to see what shows without scrolling. Is it clear what you do and who you serve? Is there an easy next step like an email opt-in box? If not, update your homepage.

Also, review your homepage on desktops and tablets to be sure it looks clear and professional on every screen size. Mobile is often the hardest to get right (see below), but if visitors can’t quickly understand what you offer, they won’t stick around.

2. Is Your Email List Growing?

Your email list won’t grow much if your site isn’t getting traffic. You need visitors first and only a portion will opt in to be on your list — about 15 to 20 percent on average. That’s 15 to 20 new subscribers out of 100 visits.

If you’re getting good traffic but very few optins, the issue may be your offer or your call-toaction. Are you giving shoppers something they want or need? Make sure your opt-in uses buttons that are clear, visible and engaging.

www.instoremagazine.ca

3. Are Calls-To-Action Clear?

In marketing, you need to guide people and not assume they know what to do. Tell them clearly: “Click for a free guide to holiday gifting” or “Shop newest items.” Keep calls-to-action visible and easy to find, ideally above the fold. Clear direction boosts conversions, which are simply the actions visitors take on your site.

4. Does It Look Good for Mobile?

It may look good on a desktop, but a website must also be simple for visitors to use and find what they need on their phones. Test your site on your phone. What shows without scrolling and how easy it is to read as you move down the page? Check all core pages. If your site is hard to use on mobile, you’ll lose visitors and sales.

5. Do Shoppers Get What You’re Saying?

If your site is full of jargon, slang, hard-to-read colours or long text blocks, visitors will leave.

Aim to write at a common level so anyone can understand. Make sure kids and people of all ages will easily know the words you use in your copy.

Make sure text is readable. Use high-contrast colours for text, avoid giant blocks of copy and break content into short, readable sections with open space. A simple template with good colour choices and clean formatting is often all you need.

inStore. Summer 2026

55

HOME

Comforts The perfect cozy assortment for welcoming fall into your store

Photography by Will Fournier Styling by Sarah Fournier

56

inStore. Summer 2026

inSpire. inForm. inStore.

SHOP

THIS PAGE! Click on any item for direct access to these vendors and fresh inventory!

Hand-painted vase from Audrey’s, $126 retail, Canfloyd, 800-263-3551, www.canfloyd.com

Home Comforts

Hand-poured pear-shaped candle from Vance Kitira, $18 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Hand-poured Holiday Ornament Candle

featuring multiple wicks, $49 retail, Wild Flicker, www.wildflicker.ca

Rhubarb Honey candle tin from Illume,

$42.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Hand-poured, odorless and smokeless candle

in Moss Green from Vance Kitira, $21 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Hand-poured taper candles from Vance Kitira,

Birka Throw in Autumn Leaf, handmade in Europe from New Zealand lamb’s wool, $199 retail, Klippan, www.klippan.ca

www.instoremagazine.ca

inStore. Summer 2026

$17.50 for pair, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

57

How to Really Communicate with Your Staff Avoid Creating Minor Misunderstandings That Can Have Big Consequences

C

ommunication may seem like a basic skill, but minor misunderstandings or lack of connection can have big consequences. Being out of touch with employees can mean you lack valuable insights for improving your business.

Information must flow smoothly between members of the team and all levels of leadership to be effective. Expert retail communications advisor Tom Borg (tomborgconsulting.com) shares his advice on the ins and outs of communicating.

COMMUNICATION IS DIFFICULT - PERIOD Communication is one of the most difficult things for two people to do effectively. Each person 58

inStore. Summer 2026

By Natalie Hammer Noblitt brings their own experiences, values and expectations into the conversation. Many leaders assume others want to communicate the same way they do. But effective communication requires adapting to how the other person prefers to receive information. If you don’t understand how your employees are motivated — or how they prefer to communicate — you’re guessing.

And that can lead to misalignment.

EVALUATING YOUR COMMUNICATION A good starting point is simply listening to employees and asking for their input. Also, get to know your team’s communication styles. The more you understand your team’s behavioural styles and motivations, the better you can engage them and help them

perform at their best.

Team meetings are essential because they allow ideas to build on one another and create better solutions than individuals working alone. When people communicate as a team, they gain a clearer understanding of how their roles connect and how they can support each other.

UNDERSTANDING COMMUNICATION STYLES I recommend all my clients start out with an assessment of some kind. A talent insights assessment can reveal what motivates people.

You want to find out why they come to work and what makes them different than their peers.

If we understand the people who work for us, we’re going to be able to engage them and help them tap inSpire. inForm. inStore.

into their full potential.

One evaluation I use is a DISC team assessment. It provides valuable insights into communication styles, decisionmaking preferences and conflict resolution strategies. A DISC assessment evaluates four primary behavioural traits: Dominance, Influence, Steadiness and Conscientiousness. Each team member’s unique profile helps leaders understand how to optimize collaboration and performance.

If you’re just throwing out messages without understanding the recipient, you don’t know if www.instoremagazine.ca

they’re even sticking. The wisest store owners I know do a good job of listening, finding out how to send their messages and taking time to understand how they’re received.

IMPROVING EVALUATIONS AND COMMUNICATIONS Start with how you approach evaluations. The terms appraisal or evaluation themselves can be problematic because they often make employees feel they are about to be criticized or told what they are doing wrong. In many cases, these evaluations are used

to determine promotions, raises or training needs. As a result, the process can become adversarial and stressful rather than developmental.

The problem with traditional evaluations is that they focus on the past rather than the future.

They also fail to address issues in real time, which limits their effectiveness in helping employees improve. Instead, managers and store owners should focus on ongoing communication — having regular conversations with employees and recognizing what they are doing well.

I recommend eliminating terms inStore. Summer 2026

59

“If you’re just throwing out messages without understanding the recipient, you don’t know if they’re even sticking. The wisest store owners I know do a good job of listening, finding out how to send their messages and taking time to understand how they are received.” like performance evaluation or appraisal altogether. Instead, organizations should adopt a mindset of continuous communication. These conversations do not need to be formal; they can be simple, informal check-ins.

For example, a manager might sit down with an employee for 10 minutes over coffee and ask, “How are you doing with this new responsibility?” or “How is the new display coming along?” or “Do you need any help?” These ongoing conversations create opportunities for employees to ask questions, receive feedback and stay engaged in a way that doesn’t feel confrontational.

AVOID THESE COMMUNICATION MISTAKES One of the most common mistakes is not making time for communication. Some leaders assume they have all the answers, which can prevent them from hearing valuable input from their team. Management should make 60

inStore. Summer 2026

communication a consistent part of their schedule, with regular check-ins and team discussions. Creating an environment where employees feel heard and involved helps build a stronger workplace culture.

Owner involvement is essential.

Often, a store owner gets into the habit of thinking a manager can handle communication with the team or should lead the team meetings. But not being around can cause problems and leaves employees wondering how the owner feels. The absence of top leaders may also make staff feel like they’re not being listened to at the highest level. This creates assumptions that the owner doesn’t care, even when the opposite is true.

Employees leave organizations when they do not feel appreciated.

But people usually do not leave businesses — they leave managers or supervisors. This is a common experience. If a team member doesn’t get along with or feel respect for management, they start

looking elsewhere to find a better fit. Good communication can prevent this in many cases.

Another mistake is relying too heavily on digital communication instead of having direct conversations. Face-to-face communication remains the most effective method because it allows for immediate feedback and interpretation of body language.

We’ve all experienced times when messaging just doesn’t communicate the feeling behind what is being said. Digital communication, such as email or text, increases the risk of misunderstanding because tone and intent can be misinterpreted.

Technology can support communication, but it should not replace direct interaction.

IMPROVING COMMUNICATION Leaders should be asking their teams: “What should we stop doing?”, “What should we start doing?”, “What should we do more of, and “What things should we inSpire. inForm. inStore.

do less?”

Employees view something completely different than the owner.

They spend more time interacting with customers. If a team member mentions an issue they see as a problem, listen to their perspective.

People won’t argue for something they don’t have proof to support or data to back up. If you allow a team member to implement that change, he or she will be a great champion for making it a success. It empowers people to know their ideas are taken seriously. It also creates the kind of workplace people enjoy. As a bonus, individual satisfaction will spread to others.

Sometimes the answers to the questions above are that practices may be working but become problematic when done in a heavyhanded manner. It could be that candles are selling, but too many options clutter the department.

Maybe clothes would sell better if a higher quality product were offered.

These are the subtle improvements you can learn about when taking time for in-depth communication with the team.

The mastermind theory shows why team communication is so important. It says that when you get two people together, a third mind is created. That means that when you’re brainstorming as a group, you will generate ideas in that setting you would have never produced on your own. The more people you get involved, the more mind power you can access. When others suggest something, it can spark an idea in you or your team members that wouldn’t have happened to that person alone. www.instoremagazine.ca

How to Conduct a DISC Assessment Communications expert Tom Borg advises using a DISC assessment to understand team members’ personalities and communication preferences. A DISC assessment evaluates four primary behavioural traits: Dominance, Influence, Steadiness and Conscientiousness. He emphasizes that knowing your people is the foundation of effective communication — and a key driver of overall business success. He offers these steps for making the most of the assessment.

1. Choose the Right DISC Assessment Select a reputable provider offering comprehensive insights and actionable recommendations. Look for user-friendly reporting and expert support.

2. Explain the Process with Your Team Share the purpose of the assessment. Assure team members that it’s not about evaluating performance but improving workplace relationships and productivity.

3. Conduct the Assessment Ask each team member to complete the DISC profile questionnaire.

This step sets the stage for deeper understanding.

4. Analyze the Results Review each team member’s DISC profile, focusing on key behavioral strengths and potential challenges.

5. Hold a Team Workshop Organize a session where the team explores the results together.

This fosters transparency and mutual respect.

6. Apply the Insights Assign roles and responsibilities that align with individual strengths, for example: High-D Individuals: Assign leadership roles and quick decisionmaking tasks.

High-I Individuals: Leverage them for brainstorming and client-facing roles.

High-S Individuals: Utilize their loyalty for team support and consistent task management.

High-C Individuals: Rely on them for detail-oriented tasks and compliance monitoring. inStore. Summer 2026

61

Breaking Bread

Must-have tabletop and kitchenware in ever-popular neutral hues

Photography by Will Fournier Styling by Sarah Fournier

62

inStore. Summer 2026

inSpire. inForm. inStore.

SHOP

THIS PAGE! Click on any item for direct access to these vendors and fresh inventory!

Breaking Bread Two-piece coffee set from AdHoc, DK Household Brands, 905-764-1121, www.swissmarshop.ca

Cole & Mason salt and pepper mills, DK Household Brands, 905-764-1121, www.swissmarshop.ca

Classic mortar and pestle set

from Maxwell & Williams, $7.99 retail, Canfloyd, 800-263-3551, www.canfloyd.com

The Big Cheese Board

from Tag, $97.50 retail, Candym Enterprises, 800-263-3551, www.candym.com

www.instoremagazine.ca

Bee dinner plate

from Certified International, $15 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Pack of four porcelain dipping bowls, $15.95 retail, Olive Oil Co., oliveoilco.ca

inStore. Summer 2026

63

Sales With a

Side of Compassion Handling Customer Interactions When Emotions Run High

W

hile the holidays may be the most hectic time of the year, shoppers come into your store with big emotions in every season. Giving customers grace is key, along with preparing your team to handle all kinds of situations, according to Crystal Valkaitis the founder of Rooted In Retail. Here she shares her advice on handling customer interactions, especially at a time when feelings can run high.

Q. What advice do you initially give store owners when it comes to handling challenging customer interactions?

A. The winter holidays can be fun, exciting and magical yet also heavy and stressful. You just 64

inStore. Summer 2026

By Natalie Hammer Noblitt never know what people are going through, and the holiday season can bring up a lot of different emotions for people. This year there’s been so much change — uncertainty, job loss, economic pressure and even the way technology shapes our daily lives. Artificial intelligence creates convenience but also isolation, and people aren’t always sure what’s real anymore. Retailers are front and centre for all these emotions when customers come into the store.

Planning is a smart way to handle a season where customers may arrive with more on their minds than usual. Yet, it’s also important to stay prepared and compassionate all year long.

Q: What techniques do you suggest staff use when interacting with frustrated, sad or angry shoppers?

A: The first step is empathy.

Remember, the difficult behaviour has nothing to do with you. The second step is being consistent.

Your staff should be trained in how to greet, support and solve all kinds of situations. When staff are grounded in a clear store culture, they can stay steady even if a customer is having a moment.

She also suggests managers check in with employees and have team members look out for each other and say, “Hey, that was a tough interaction. Want to take a breath in the back for a minute?” Supporting each other is important so team members do not feel defeated.

People still see retail stores as an oasis, someplace they can go and forget about everyday issues. When a store provides great customer service it enforces that feeling. inSpire. inForm. inStore.

Actions don’t have to be huge to make an impact on a shopper. It can just be as simple as saying hi and smiling, chatting a little bit and getting to know shoppers. Because many people work at home or don’t have as much time for social gatherings, shopping may be their way of getting out and connecting with people.

Q: You’ve mentioned Disney training a lot on your podcast.

Can you explain how that applies to retail customer service?

A: Yes! Disney creates an experience the moment a guest walks into the theme park, from the entrance atmosphere to the castle reveal to calling employees cast members and uniforms costumes. www.instoremagazine.ca

That idea that employees aren’t just workers but truly performers really stuck with me. They prepare to perform a role each day. They show up consistently, they smile, they acknowledge people and look out for personal cues that initiate interactions, like seeing people wearing Disney buttons or coming to the park for celebrations.

Retailers can use this concept without being theatrical. When a team thinks of their work as a performance, it becomes easier for them to leave their own problems at the door, show up fully and make the customer feel cared for.

You put on a different hat when you walk in the door. I’m not sure if Disney does this, but I believe fun incentives help motivate team

members. Everyone loves being recognized for the moments when they go above and beyond.

Q: Retailers interact with customers online, too. What strategies can they use to handle social media or online interactions?

A: Humanize everything. A quick video reply to a direct message on Instagram or Facebook is a great way to stand out among your competitors. It may be a couple of extra steps, but it takes about the same amount of time to create a video as it would to type out a message.

If someone inquiries about a product, try something like a quick video saying, “Hey, Sarah, yes, we inStore. Summer 2026

65

still have two left! They’re $19.99.

Want me to hold one for you?”

This very personalized interaction goes far. You can also use a voice memo, a short clip showing the actual product or even sign your name on social media comments to create a connection. It’s small, but small can be powerful. Big-box retailers won’t be doing this for their customers.

You also have the bonus as a small retailer so that a customer can come right into the store and ask for you or a staff member by name.

When you personalize responses online, your shoppers can connect with the team members who helped them online when they come into the store.

66

inStore. Summer 2026

Q: How can owners provide staff with the tools they need to handle customers well?

A: Daily reminders, hydration, snacks and breaks — seriously.

Try to gather your team together for a quick daily roundup in the

morning or before each shift starts.

Make sure everyone is on the same page and can talk about concerns they’ve run into recently.

Emotional resilience is nearly impossible when your body is exhausted. Team members need structure, clarity and a culture they understand. Make sure they are prepped with things to talk about with shoppers, know the greetings they should use and are trained on exactly how you’d like them to handle conflict.

Your team also needs water bottles, electrolyte packets, granola bars and someone who says, “Hey, take five if you need it.” Make sure your break area or back room holds a stash where people can get refreshed. The holidays ask a lot of people. A cared-for team is a kind team. We don’t know what type of people will be walking into the store — someone who is having a great day and is excited to shop, someone in a time crunch and anxious about what to buy or even someone who recently lost a spouse of 50 years. Your team must be ready for all of them.

Q. When January arrives, how do you advise teams to adjust?

A. I think we must view January and every other month with the same energy as we do the holidays.

We don’t want to create this amazing performance and experience just because it’s the big time for sales only to have someone disappointed when they come back in January. If I’m returning something and the experience is totally different — if inSpire. inForm. inStore.

customer service dipped and the mood feels flat — then I will never come back to the store.

You should avoid letting a shopper feel they are inconveniencing staff with a return or when bringing up an issue with a purchase. Reflect on your return policies and empower team members to make things right. The experience must be consistent every day. There are times when customers can be frustrating, but training must be done to handle these interactions.

If a shopper feels they haven’t been listened to or helped, they’ll www.instoremagazine.ca

likely tell friends and spread negative views of your store.

After the holidays, shoppers may be feeling a sense of letdown as well. It feels good to make other people feel good. So, when you have that dissatisfied customer, just make them feel amazing by being empathetic and making the return painless. How you make them feel will determine if they come and shop with you again.

I’m a big believer in breaks and making sure your team has time to come back rested and restored.

Even if we must close the store for a couple days to just give yourself

and the team that rest, do it. You know yourself better than anyone.

Taking care of ourselves and our team just makes sense.

Q: Any final thoughts for retailers?

A: Don’t forget joy. All year long.

We take business so seriously — and yes, it matters. But when a team has fun, supports one another and keeps things human, the work becomes easier and customers feel it. Let it be fun. Let it be playful.

That energy is contagious and often leads to more business, not less. inStore. Summer 2026

67

The Andromeda Algorithm

How Boutique Owners Can Get More Reach on Social Media in 2027

By Samantha Conner

I

f your social media posts aren’t getting the reach they used to, you’re not imagining it.

Social media has shifted and most boutique owners are still posting like it’s 2022 which means less reach, fewer views and slower sales. This article simplifies what’s changing and what you can do about it.

WHAT THE ALGORITHM PRIORITIZES NOW Watch Time Over Likes: Likes don’t matter as much anymore.

What matters is how long someone stays on your content. Replays, completion rate and time watched drive reach.

WHAT IS THE ANDROMEDA ALGORITHM? This isn’t one single update. It’s a shift in how platforms like Instagram and TikTok distribute content. Instead of showing your posts to your followers first, platforms now test your content with new audiences first. That means your followers aren’t guaranteed to see your posts the reach must be earned and performance matters more than ever. If your content doesn’t grab attention quickly, it won’t go far.

Add Everyday Context: Don’t just show the item, show how it fits into real life. Think “This is your throw-on-and-go outfit when you Natural, Relatable Content: Overly still want to look put together” or polished or sales-heavy posts “Perfect for errands, school pickup, are being deprioritized. Content or casual dinner.” that feels real, conversational and human performs better.

Keep It Short + Rewatchable: 10 to 15 second videos perform best, HOW TO CREATE CONTENT especially when they loop naturally.

THAT ACTUALLY GETS SEEN If someone watches twice, that Lead with a Strong Hook: The signals strong engagement. first few seconds matter most. Skip “New arrivals are here” and try Tell People What to Do: “This is the piece customers keep Engagement doesn’t just happen;

inStore. Summer 2026

inSpire. inForm. inStore.

68

Early Engagement: The first 30 to 60 minutes after posting are critical.

Comments, shares and saves during that window tell the platform your content is worth pushing.

coming back for” or “If you never know what to wear, start here.” Your job is to stop the scroll.

Show the Product in Real Life: Static photos aren’t enough anymore. Try it on, move in it, show different angles and talk about fit and feel so customers can picture themselves wearing it.

you must ask for it. Try “Would you wear this?

Yes or no?” “Which colour are you picking?” or “Save this for later.”

COMMON MISTAKES THAT KILL REACH Most boutiques struggling with reach are posting only product photos, repeating the same new arrival messaging, avoiding video, over-editing content or not speaking directly to their customer. The biggest issue is posting without a clear strategy.

WHY SOME BOUTIQUES ARE STILL GROWING The stores seeing results aren’t guessing. They test content consistently, pay attention to what performs, adjust quickly and treat social media like a long-term system instead of a one-time effort. www.instoremagazine.ca

Samantha Conner is the director of wholesale at The Boutique Hub, where she connects brands and retailers through education, strategy and community. With over a decade of experience in sales and boutique development, she’s passionate about helping independent retailers buy smarter, sell faster and scale with confidence both in-store and online. Members of The Boutique Hub are given proven marketing and growth strategies, step-by-step boutique-specific resources and ongoing education to keep up with changes. (theboutiquehub.com) inStore. Summer 2026

69

Is Fear Holding You Back?

Identifying Your Fears and Moving Past Them

By Natalie Hammer Noblitt

M

any store owners think lack of time or money keeps them from reaching their store’s full potential, but certified life coach and retail expert Kathy Cruz says there may be another problem. As head of Savvy Shopkeeper (www. savvyshopkeeper.com), Cruz advises retailers on how to use various systems she has designed through her years as a retailer and through research. Much of her people-reading and research skills also come from many years as a homicide detective, which taught her a great deal about what motivates people to make good or bad choices. Throughout her various careers, she’s found a mindset of fear can be one of the biggest hurdles to overcome for business owners who want to grow or overcome. She has a passion for helping people succeed by getting 70

inStore. Summer 2026

rid of negativity. Here she shares how to identify fearful traits and find ways to move past them.

HOW FEAR BECOMES A ROADBLOCK Our subconscious is designed to protect and keep us from making hasty or harmful decisions. But in business, that protection can show up as hesitation or avoidance. If we avoid what really needs to be done, problems can arise or be made worse. I work one-on-one with store owners, so I really get to know them, hear their questions and learn all the things on their mind that hold them back. What I’ve seen is that they may not realize their fear is kicking in rather than rational protection or good decision making.

WHAT TRIGGERS FEAR? There are lots of examples I could give, but really it could be almost

anything. What happens with fear is that it comes from something the person is thinking and that thinking causes a feeling which makes them very uncomfortable.

When they become uncomfortable, the person may not even realize it’s happening because so much of it is our subconscious. It’s normal that most people don’t recognize it when it occurs.

BE AWARE AND GO FROM THERE Most fear arises subconsciously, so we don’t even realize what’s holding us back. Once you help someone see what’s happening, they begin to understand their behaviour is normal — and that’s where change starts. There’s nothing wrong with you if you experience fear, we’re just all wired this way.

Sometimes it’s being burned by a past mistake they made when they made a bold leap, but it can inSpire. inForm. inStore.

come from several experiences.

One thing we often forget is that fear can be systemic. It could be programmed thinking from your parents, for example. How many times have our parents said things that shape how we think or which we have internalized? But we www.instoremagazine.ca

can recognize patterns and make conscious decisions to approach situations differently. We have the choice to handle things our own way.

A good example, for me, is what I learned from my family and how it affected my business —and a

lot of other life decisions. I came from a very poor background, raised on welfare by a single mom who came from Puerto Rico. She needed to learn English and dealt with chronic illnesses, so there was a lot going on for her. She came from a mindset that money was inStore. Summer 2026

71

evil and shouldn’t be desired. I had to recognize that, unpack a lot and learn to change my thinking around money. Despite what my mom felt, I knew that money is abundant and can create good things in this world. I started out my retail business working with a cognitive dissonance where I was living in a middle ground between those two philosophies. I chose to ultimately act on the feeling that money can lead to good.

THE IMPACT OF NEGATIVITY If you think about it, when someone is relying on attitudes they’ve inherited, it can hold them back in many ways. Raising 72

inStore. Summer 2026

prices when needed may feel bad because it feels greedy. A store owner may also be a people pleaser and worry that raising prices will make customers unhappy or lead to tough conversations. Fear can even work its way into small actions like sending out email marketing. Maybe a retailer fears sending out too many emails and being annoying. It may be a fear of confrontation. A toxic team member may be causing trouble for staff and hurting sales. But if you are a person who fears tough interactions, you’ll avoid the situation all together instead of acting to make things better. Fear can surface in so many ways.

OVERCOMING YOUR FEARS It’s not impossible to overcome fear and the benefits of making changes are real. Amazingly, I’ve found that people will stay stuck in the same pattern of avoidance for two or three years because they don’t want to face a difficult emotion. It’s not the situation they’re avoiding but the feeling that comes with it You don’t need to overhaul everything to begin the process — you just need one new thought that helps you step off the hamster wheel. This can mean talking to others or doing research. For me, finding a life coach made a huge difference in my life and business.

Getting coaching from an expert is an investment, but I say this all the time about my own coach: My entire business trajectory absolutely changed when I started working with her on changing my mindset.

The initial investment was well worth it.

Seeing evidence that something worked well for others can help calm fear and move people forward. Network with other retailers or businesspeople.

Having conversations with team members can also bring about new perspectives. Staff may be able to see something that an owner cannot.

If you fear being annoying by sending too many emails, think about the possibility that good can also happen. Did a team member tell you a woman got your email inSpire. inForm. inStore.

and came into the store because it contained the perfect gift idea for her sister? Have you made sales you know came directly from a promotion?

Experiencing good results can make a big difference. If a store owner can be convinced to have a hard conversation with a difficult employee, they’ll ultimately feel the reward of resolving the situation.

They will see how much happier the team is, how much more productive they are and the relief it brings to them. That icky feeling of discomfort that was holding them back goes away.

AN ONGOING PROCESS It’s not a matter of if fear will come back, but when and how. Every stage of business growth comes with a new level of discomfort. That doesn’t mean something is wrong www.instoremagazine.ca

— it means you’re growing. Be prepared and willing to recognize fear and move through it. Business growth isn’t just about strategy.

It’s about understanding what’s happening in your own mind.

When you start working on your mindset, it doesn’t just change your business — it affects every part of your life and you’ll start to create patterns that are better for you and your store. Coaching can be great, but it’s not the same as therapy, especially if you’ve experienced trauma.

THE BENEFITS When you aren’t afraid, you will feel more enthusiastic about your business and the choices you make. Risk is an important part of growth. When you’re afraid to try new things, risk feels terrifying.

But when you’re aware of what is

causing fear, and you have more positive thoughts, you’ll be fueled to move forward versus staying stuck.

When you start practicing confidence in making decisions about small things like advertising, employee interactions and pricing, the bigger decisions will become easier. This will serve you well when it comes to making harder choices like scaling the business, expanding to a new location or even applying for substantial loans.

Research and well-thought-out choices are always important.

I’m big on looking at numbers and seeking out the information that shows why a decision is sound. But it’s also critical to make sure our emotions don’t hold us back or lead to avoiding the choice altogether. inStore. Summer 2026

73

inSight

Retail Visions

How to Design a Store Customers Never Want to Leave

By Nickeisha Lewis-Morrison

W

hat does it take to build a store customers never want to leave? The best shops are about more than just selling products – they evoke a feeling. When someone walks into your store, it should feel like they’ve stepped into a different environment - a place that feels intentional, memorable and worth spending time in. Stepping inside your space should make people want to slow down, explore and stay a little longer. To create a space that shoppers genuinely enjoy being in, follow these steps.

LET MUSIC SET THE MOOD Music has a huge impact on how customers experience your store. The tempo and volume of background music can influence how quickly people move through the space. Slower music tends to encourage browsing, while upbeat music creates a more energetic environment.

Music also evokes emotions. The right playlist can make someone feel welcomed, nostalgic, relaxed, excited or reminded of a certain memory or time in their life. That feeling becomes tied to your brand.

Build playlists that reflect your brand personality by asking and reflecting on the types of music your customers would enjoy. Update your playlists regularly so each experience in your store feels unique.When it comes to volume, start low. You can always turn it up later.

74

inStore. Summer 2026

INVEST IN LIGHTING If there’s one thing worth spending money on in retail design, it’s lighting. Lighting affects everything - how products look, how inviting the space feels and what customers naturally pay attention to first.

Good lighting helps create atmosphere, highlights products properly and makes the space feel warm and welcoming. Poor lighting can make even a beautiful store feel flat or uncomfortable.

Proper lighting matters even more in places where it gets dark early during the winter months. By late afternoon, many storefronts are competing against darkness outside. A bright, thoughtfully lit store naturally feels more inviting and alive.

Lighting should never be treated like an afterthought or simply part of the décor budget because it directly affects the customer experience. inSpire. inForm. inStore.

inSight

Retail Visions

DESIGN A LIVING SPACE, NOT A STORE One of the most interesting things about retail design is that the best stores often don’t feel like traditional retail spaces at all. They feel like a living room, a café, a boutique hotel, a gallery or even a cocktail bar. Think about how you want people to describe your store after they leave. That feeling should guide your design decisions. Your materials, furniture, lighting, layout, styling and even scent should all work together to support the atmosphere you want customers to experience.

CREATE DISPLAYS THAT ENCOURAGE DISCOVERY A good store layout encourages customers to explore instead of simply scanning. You want people to move naturally through the space, discovering products gradually as they go. Place fixtures in a way that creates movement and curiosity. Give customers corners to turn, layered views into the next area and small moments of surprise throughout the store.

The goal is to keep people wandering through the space rather than walking in, seeing everything immediately and leaving.

Layout has a direct impact on how customers shop.

It influences what they notice, how many products they interact with and how long they stay. The longer people stay engaged, the more connected they become to the experience.

CURATE UNIQUE PRODUCT ASSORTMENTS Part of what makes independent retail stores special is discovering products you can’t find everywhere else. Your product mix should feel curated and personal. Instead of sourcing from a handful of suppliers and carrying the same products as everyone else, build a collection that feels unique to your brand. Mix products from different vendors, combine categories creatively and include items customers might not expect to find together. That distinct point of view is what makes people remember your shop.

In a world where almost anything can be purchased www.instoremagazine.ca

online, curation becomes one of the most valuable things a physical store can offer.

USE VISUAL MERCHANDISING TO TELL A STORY Visual merchandising goes far beyond making shelves look neat. Good merchandising helps customers picture products in their own lives.

One of the best ways to do this is through cross merchandising. This means placing related products from different categories beside each other so customers can immediately understand how they work together. For example: A candle displayed beside books and blankets, a mug paired with specialty coffee and pastries and a dress styled with jewellery, shoes and accessories.

These combinations help create a story around the product and make shopping feel more inspiring and natural. The best merchandising makes customers feel something, not just notice something.

MEASURE WHAT’S ACTUALLY WORKING Good retail design should look beautiful, but it should also perform well. Three numbers can tell you a lot about whether your design decisions are working: Dwell time, conversion rate and sales per square foot. These metrics help you understand how customers are interacting with your space and whether changes to your layout or merchandising are improving the shopping experience. Track these numbers before and after making updates so your decisions are based on real customer behaviour, not just assumptions because the best retail spaces are designed intentionally. Every detail shapes how customers feel, move, explore and connect with your store.

Nickeisha Lewis-Morrison is the founder of Nola Designs, a retail interior design firm based out of Kitchener, Ont. Nickeisha and her team focus on helping female-owned businesses take their retail stores to the next level. www.noladesigns.ca inStore. Summer 2026

75

inSight

MELANIE MULHERIN

Vendor Profile

76

inStore. Summer 2026

inSpire. inForm. inStore.

inSight

Vendor Profile

SaltSpring Kitchen Elevates the Table with Creative Condiments Southern Gulf Island B.C. Business Run by Former Restaurateurs

By Jessica Harlan

W

hen Melanie Mulherin and her husband, Richard, relocated their young family to beautiful Salt Spring Island, B.C., Melanie was inspired by the community’s robust organic farming community and iconic Saturday farmer’s market. The former restaurateur headed to her kitchen to brainstorm a way she could participate in the farmer’s market culture while supporting her family.

SaltSpring Kitchen started with one product, a version of a recipe she and Richard served at the restaurant they ran. Since then, the company’s offerings have exploded to include a variety of condiments, including seasonal and limited-edition offerings.

Operations have since moved to the Jam Factory, a hub for culinary connection and community, which provides SaltSpring Kitchen with a production facility, offices, www.instoremagazine.ca

a warehouse and a tasting room.

While Melanie started the business, she says the company has benefited from a dedicated team of employees from the beginning.

Richard joined the company a decade ago and Melanie’s adult daughter was recently made a member of the crew. As she says, “It quickly evolved from a founderled venture to a collaborative team effort where everyone is invested in our success. Our team members have helped make SaltSpring Kitchen what it is today.”

Tell us about your company’s early years.

The early days were all about learning how to create a product and how to deal with food safety. I came from a service and culinary background so producing a consumer packaged good was new to me. I was cooking everything myself and was working out of my home kitchen at first. I spent long, hot days over a stove, canning and developing recipes and learned not

just how to make a product but how to produce and scale it. Then I would go to the farmer’s market and be the salesperson, building relationships with customers.

Eventually we started to sell wholesale, and I was exhibiting at trade shows and developing relationships with retailers.

What is your company’s core product focus?

We focus on gourmet spicy, savoury and sweet preserves that are intended to elevate everyday food and entertainment offered in different jar sizes along with gift sets. Besides traditional uses, our condiments offer a really easy way to elevate a burger or a sandwich.

What are some of your bestselling items?

When we worked in restaurants, we made a spicy tomato relish served with baked goat cheese.

That relish was the starting point of our product line, and Spicy Tomato Savoury Spread is still one of our inStore. Summer 2026

77

inSight

Vendor Profile

most popular items today. It’s also one of the most versatile items as well - great on burgers, sandwiches and avocado toast. It has the perfect amount of sweet and savoury, and just a hint of spice.

Our number one seller is Hot Mango Spicy Pepper Spread.

It’s a spicy mango jelly with lime, jalapeños and habaneros.

Other popular products include our Onion and Thyme Savoury Spread and our Raspberry & Habanero Spicy Pepper Spread.

Our multipack collections are also very popular, especially in Q4. One of our seasonal items is Winter Wonder Jam, which has a bit of a cult following. We sell out every year.

78

inStore. Summer 2026

How do you ensure your direct-to-consumer sales don’t infringe on your wholesale business?

We’re quite mindful about protecting our wholesale partners, because that’s the main part of our business. Direct to consumer exists for people who might not be able to find a store in their area. But we’re trying to push people into the stores because it’s a nicer experience. We don’t undercut our retailers on our website. We have MSRP pricing and we ask our retailers to stay consistent with that.

What we’ve really seen over the years is that our direct channels really help build awareness and ultimately support store sales.

When people see it on the shelf, they already know the brand. We have a store locator and work hard to keep it updated. If a customer is looking for a specific product, we don’t want them running around to stores that no longer carry it.

What are the unique challenges of being a gourmet food manufacturer?

Food production is complex and challenging. Ingredient costs, production timelines, shelf life, food safety, distribution — it’s all difficult! For our ingredients, we source from all over but now we do a lot of prebooking of items like our berries, which all come from inSpire. inForm. inStore.

inSight

Vendor Profile B.C. Now that we have the volume, some of the farmers allow us to prebook a year in advance so we know we will have a consistent supply.

What type of retailers have the most success with your products?

Independent stores, for sure.

Independent gourmet food shops, cheese shops and gift shops with lifestyle products like tea towels and mugs. Our products are a nice add-on to that kitchen area. We also do well in wineries and specialty grocery stores. Any retailer that focuses on entertaining and hosting or that has pantry items will do well with SaltSpring Kitchen.

What tips do you have for store owners who sell gourmet foods?

Customers need to understand the product and how to use it. First and foremost, sampling is the most powerful tool a retailer can use.

If they have the ability and space to open a jar and serve it with crackers and cheese — the moment people taste it, they get it.

Gourmet foods sell best with clear merchandising, recipe ideas and cross merchandising with other food items. Staff education is also important. Stores with floor staff that understand our product and love it will sell so much more because they enjoy talking about it.

How do you support store owners?

Our retail customers can order www.instoremagazine.ca

samples when they place an order.

Also, we’re always happy to support special events like open houses.

We see firsthand how quickly they move through products during these events. We have quite a few resources on our website, alongside product training and educational information for staff training.

We are in the process of building more resources that will be readily available for retailers to print off.

We’re also creating a program for retailers to learn about our product, who we are and how to sell it.

What are your major pain points or struggles as a vendor right now?

Since we’re on a tiny rural island, self-manufacturing has its own challenges. Logistics and cost of inputs are all really challenging.

Everyone can see we’ve got rising costs everywhere. There are consistent price increases for ingredients, packaging and freight.

We get almost daily notices from our suppliers. We’re trying to hold our pricing as best we can and are doing our best to mitigate increasing the price of our products to retailers and customers.

go above and beyond on our food safety.

Also, I think a lot of people are surprised to see how handson I am in the business. I might help with production, work in our retail shop, do store demos or work at the market. I’m everywhere, trying to support the brand and really see it from our customers’ perspective.

What’s in store for the future of your business?

We’re building out a lot more resources for store owners so they can feel confident on how to use our products, how to pair them and how to sell them. We’ve also been working on R&D and have some fun multipack collections and flavours coming out for the holidays.

What would someone be most surprised to learn about your business?

I think they’d be surprised to see how much work goes into every jar, from sourcing to production to labeling. Food safety and compliance are a really big thing.

We have a full-time food safety engineer on staff as we want to inStore. Summer 2026

79

INSTORE’S

COMMUNITY CONNECTOR

This new free service is making its debut in this issue! We rolled it out among our advertisers first, so we could iron out any wrinkles. Now that the structure has been set, all vendors and reps are welcome to submit.

Whether you’re a rep looking for a line, a manufacturer looking for a distributor or a distributor/manufacturer looking for a rep, email the particulars outlined below to editorial@instoremagazine.ca. InStore’s Community Connector will also be added to our website in the near future www.instoremagazine.ca.

SHOUT OUT TO SALES REPRESENTATIVES!

The intent of this free service is to ensure that our readers, are getting the best service they can and often that comes from the talent and expertise of this country’s stable of incredible sales representatives from coast to coast! Throughout my nearly 30-decade career, some of the most enthusiastic and knowledgeable colleagues I’ve had the pleasure of connecting with are sales representatives.

The best in the business are highly competent independent business operators who act as a bridge between vendors and independent accounts ensuring store owners get the right stock on time.

Erica Kirkland, Publisher & Editor

COMPANIES LOOKING FOR REPS CRYSTAL CLARKE ANIMAL ART Award-winning Canadian wildlife artist offering premium blank greeting cards, fine art giclée prints, and (available August 2026) large canvas prints.

Expanding throughout Canada and the United States.

80

inStore. Summer 2026

Products: Premium Blank Greeting Cards, Fine Art Giclée Prints, Large Canvas Prints (available August 2026) Territories: Canada and the United States Commission Structure: 10% commission on new accounts, 5% commission on reorders for accounts actively serviced by the rep.

Interior Designer Program: 15% commission available for interior designers sourcing artwork for residential and commercial spaces.

Wholesale Terms: Opening order minimum: $200, Reorder minimum: $100. Greeting cards: minimum 5 per design.

Large canvas prints: minimum 6 canvases (mix and match sizes/ artwork).

Contact: Crystal hello@crystalclarkeart.com www.crystalclarkeart.com

TU-BEES HONEY Products: 375g tubes of flavoured honey, 12g flavoured honey single-serve packages, 15g Hot Toddy Honey mixes and assorted beeswax products Territories: All provinces Commission Structure: Tiered

commission with bonuses for reaching monthly sales goals.

Sales brochures, price lists, and a variety of sample packages will initially be supplied by Tu-Bees Contact: Gaye Sheppard

Sales@tubeeshoney.ca tubeeshoney.ca

GANZ Love giftware and home décor? Ganz is seeking a motivated Sales Representative to service and grow our retail accounts throughout Saskatchewan. We offer established industry-leading product lines, flexible schedule, attractive commission-based compensation. What We’re Looking For: Sales experience preferred, strong relationshipbuilding and communication skills, self-motivated and results-driven.

Territory: Saskatchewan Contact: Qualified individuals are invited to send their resume to laurely@ganz.com.

inSpire. inForm. inStore.

Ad Name Page 81

<<<<<<<<<<<<<<<<<<<<<<<<<<<

Sign up for a

FREE

subscription at

instoremagazine.ca SIGN UP TODAY

<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<

PAY IT FORWARD

Know of a colleague who could benefit from InStore’s insights? Let them know that subscriptions are free to retailers, vendors, sales reps and others allied to the field!

Sign up is simple, just visit www.instoremagazine.ca/sbsr