GENERAL MERCHANDISE SPECIAL REPORT
Going Small for Big Sales Trends in Inexpensive Gifts at General and Variety Stores By Carimé Lane
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hen it comes to gifts, it’s the thought that counts. And general and variety store owners are ensuring that this thought goes a long way–even when it comes to inexpensive gifts. Here, three retailers told us what sells best in this category, how they sell more inexpensive gifts, and how they curate their selection of small and inexpensive gifts.
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GOODS, located in Cincinnati’s Over the Rhine neighbourhood sells mainly locally procured items like jewelry, patches, cards and pet supplies, including goods they create in-store, which include printed T-shirts and coffee mugs, along with candles. They produce items for other local designers as well. GOODS Owner, Carl Hunt, said T-shirts and socks are among their best-selling inexpensive gifts. The T-shirts are decorated with a range of images– either quips related to Cincinnati, or their renditions of album covers and cost from $15-$20 dollars. Their sock selection includes fun decorations like flamingos, donuts, or socks with political messages like #blacklivesmatter. Socks cost $7 each or two for $12. Selling inexpensive gifts is often about positioning products, for instance: putting them in front of the customer such as the front area and around the checkout said Hunt. Keeping product at eye level is also helpful. Being on a fairly busy street adds sales from passersby. In addition, Hunt said they post inexpensive gifts heavily on Instagram to increase sales. Hunt picks up new inexpensive merchandise at vendor street festivals. He wanders through, waiting for something to catch his eye and watching to see how other browsers react to products. Sometimes, he uses these trips to inspire his own creations. Via Convenience in Calgary, Alberta, sells necessary sundries like face tissue, cleaning supplies and snacks, but also houses a section dedicated to local companies and products. In his two months of operating thus far, Razwan Arshad, owner, said Continued on page 154
Owner Benjamin Duensing of Sunbeam General, which has four locations in New Jersey and Pennsylvania. The store’s best-sellers in the inexpensive gifts category include jewelry, toys, notebooks, journals, and stickers, according to Duensing.
Souvenirs, Gifts & Novelties | August/September 2021 | www.sgnmag.com