Souvenirs, Gifts & Novelties - February 2021

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PRESIDENT & EXECUTIVE EDITOR

Scott C. Borowsky 610-645-6940 ext. 0 MANAGING EDITOR

Required Reading for Successful Retailers

Caroline A. Risi 610-645-6948 editorsgnmag@kanec.com

VOLUME 60 NO. 2 • FEBRUARY 2021 • $7

In Every Issue

TABLE OF

Contents

Classifed..............................................................................................................98 Commentary.......................................................................................................10 Featured Advertisers................................................................................ 66, 67 News Brief.......................................................................................... 12, 16, 66 Trade Show Calendar......................................................................................24 Trade Show News...................................................................................... 18,20 Showcase Product News....................................................... 49, 55, 66, 77 Showcase Product News Brief............................................................ 71, 72

CONTRIBUTORS

Karen Appold June Allan Corrigan Hilary Danailova Genie Davis Sara Karnish Carime Lane CONTROLLER

Joseph W. Mellek 610-645-6944­­ BILLING AND CIRCULATION

Susan Mease 610-645-6940 PRODUCTION MANAGER/ ART DIRECTOR

Debby Clarke 856-816-6346

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Bonus Features

dclarke@bluetraindesign.com

Edible Gifts Product News Brief...................................................................58

ADVERTISING DIRECTOR

Toy Product News.............................................................................................92

610-645-6951

Vendor Spotlight ∙ Pennybandz.....................................................................92

ASSOCIATE MANAGER OF

Vendor Spotlight ∙ Squishmallows®............................................................98

Joseph W. Mellek III

Larry White

SALES/EDITORIAL

610-645-6952 PRODUCT EDITORS/NATIONAL

Articles Apparel

ACCOUNT EXECUTIVES

26 Where Tees are Tops - T-shirt Trends at Zoos and Aquariums

editorsgnmag@kanec.com

For this article, retail officials from three zoos and an aquarium were interviewed about T-shirt trends.

27 Bonus Sidebar: SGN Asked - Are classic T-shirts selling, or do more sophisticated T-shirt cuts that mimic expensive shirts sell better?

Stephan Cox 610-645-6953

Bill McNulty 203-730-8321 editorsgnmag@kanec.com EDITORIAL AND ACCOUNT EXECUTIVE

Kitty B. White 610-645-6946 PUBLISHING OFFICE:

On the Cover: Mary Nickelson, retail and purchasing manager, Nickelodeon Universe, Mall of America, Bloomington, Minn. See page 86 for a story that features an interview with Nickelson.

1062 E. Lancaster Ave., Suite 15-F Bryn Mawr, PA 19010

Images: pg26©AtlasStudio/bigstock.com; pg30©zurijeta/bigstock.com; pg42©diego cervo/bigstock.com; pg52©alexraths/bigstock.com; pg54©scorpp/ bigstock.com; pg56©Manpreet Singh/bigstock.com; pg68©Imagevixen/bigstock.com; pg74©jepler/bigstock.com; pg78©Eugeni/bigstock.com; pg80©Wayhome Studio/bigstock.com; pg82©istockphoto/MarsBars; pg86©Kukota/bigstock.com; pg94© janzwolinski/bigstock.com

610-645-6940 FAX: 610-645-6943

Souvenirs, Gifts & Novelties® February 2021, Volume 60, Number 2 (ISSN 1521-4249) issued eight times a year, January, February, March/April, May, June/July, August/September, October and November/December, by Kane Communications, Inc., 1062 Lancaster Ave., Suite 15-F, Bryn Mawr, PA 19010 (610) 645-6940. President: Scott C. Borowsky. Periodicals postage paid at Bryn Mawr, Pa., and at additional entries. Subscription U.S.A. $44 (one year), $54 (two years); Foreign and Canadian rate $51 per year. Postmaster, send change of address to Souvenirs, Gifts & Novelties Magazine, 1062 Lancaster Ave., Suite 15-F, Bryn Mawr, PA 19010. Copyright 2021 by Kane Communications, Inc. All rights reserved. Reproduction in whole or part without expressed, written permission of the publisher is prohibited.

READER SERVICE INFORMATION: Peel and paste your mailing label on the Reader Service Card. For more information, refer to the Reader Service Card following page 66.

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TABLE OF

Contents

30 Warm Weather Wearables - Apparel for Summer at Boutiques in Resort Locales This article offers perspectives on top-selling summer and resortwear items.

32 Bonus Sidebar: What’s Your Top Apparel Display Tip?

Jewelry Report 34 Jewelry Trends – The Evolution of Jewelry Sales During and After Shutdowns This story offers interviews with store owners in Massachusetts, Michigan, and California.

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38 Where the Art Is the Star - Jewelry Adds Sparkle to Sales at Museum Shops Museum shops offer quality and variety when it comes to the jewelry

selection.

40 B onus Sidebar: Over-The-Top or Understated? Which Earring Sizes Sell Best?

Gift Report 42 Gift and Outdoor Merchandise Report - Growing Gift Sales at Botanical Garden Shops

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For this article, buyers from botanical garden shops in Alabama, Iowa, and Utah offered their perspectives on gift trends.

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46 Bonus Sidebar: Are Statuary Sales Still Standing Tall?

48 Hot Sellers for the Home - The Home Décor Gift Picture at Boutiques Home décor is a hot-selling item for giving and receiving these days.

50 Bonus Sidebar: Top Tips to Display Home Décor Items 52 Gifts at Waterside Stores - Capturing Coastal Magic with Special Merchandise When it comes to quality gifts, coastal stores have an ocean of items to offer.

54 Bonus Sidebar: Top Theft Prevention Tips 56 Country and Candy Stores: Trends in Edible Gifts In these pandemic times, the appeal of edible gifts has continued.

60 Bonus Sidebar: Selling Sweets - A Little or A Lot?

ASD Gift and General Merchandise Special Report

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61 Making the Customer Count - Best-Selling Merchandise at Pharmacies, Variety, and Discount Stores For this article, five store owners and staff members described their top sellers, as well as their customer base.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

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TABLE OF

Contents

62 Bonus Sidebar: Tips from the Experts - Display Advice from Owners, a Supervisor, and a Manager 64 Bonus Sidebar: Pandemic Operational Changes: Which Are Permanent?

Name-Dropped and Custom Products 68 Where Souvenirs Sell - Name-Dropped and Custom Products at Zoos

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Purchasing name-dropped and custom products at zoos is still part of the fun for visitors.

70 Bonus Sidebar: Displaying Name-Dropped Items at Zoos 74 What’s Sure-Selling and What’s Not So Successful - Namedropped and Custom Products at a Selection of Nature-Oriented Stores A cave, a cavern, and two public lands stores were interviewed for this article.

78 Where the Name of The Game is Sales - Sports Licensed Products at Sports Stores For this article a store owner, a general manager, and a selection of other managers, were interviewed to discuss sales trends.

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80 Bonus Sidebar: What Are Your Top Licensed Gifts for Women?

Personal Care Merchandise and Candles

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82 How Scent Sells - The Personal Care and Candle Picture at Boutiques For this article, SGN’s Contributor gathered advice from several boutique owners on selling all things scented.

84 Bonus Sidebar: Which Scents Sell Best?

Games, Playthings, and Plush 86 Great Additions to the Fun - Plush and Toy Sales at Water and Amusement Parks Retail officials at amusement parks and waterparks were interviewed for this interesting article that covers plush and toy sales trends.

90 Bonus Sidebar: Popular Plush at Water and Theme Park Shops 94 Fun Distractions for the Times - Game and Puzzle Best-Sellers at Toy Stores

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Games and puzzles have been a pandemic leisure activity solution.

96 Bonus Sidebar: Simple or Complicated Directions? Which Board Games Sell Best?

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

A.T. STORRS LTD.

1- 800-561- 5800 • info@atstorrs.com

SELLING TRAVEL MEMORIES SINCE 1975 RSN 06

Commentary

In Recognition of Small and Location-Based Retailers

S

Scott C. Borowsky

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Quotable

“Service is the rent we pay for the privilege of living on this earth.”

- Shirley Chisholm (1924-2005)

mall and location-based retailers have been taking extra steps to reach out to and serve their communities. Making sure local customers, and visitors, are met with great customer service and merchandise is nothing new to the owners and managers of these types of businesses. Running a smaller store takes an organized mind and an eye for detail, qualities that were really brought forward to shine during the last 13 months, as some store owners and managers were forced to operate with less staff members, and even on their own, to meet customers’ needs and wants during pandemic restrictions. This year, Souvenirs, Gifts & Novelties (SGN) will continue to gather retailers’ insights and advice by interviewing store owners and employees throughout the United States, as we strive to connect our readers with one another, and with our advertisers, for better shop operations.

Gifts, especially home décor items, have been currently selling well for a variety of store types. In this edition, we offer a special expanded Gift Report that includes the stories “Growing Gift Sales at Botanical Garden Shops,” “Hot Sellers for the Home - The Home Décor Gift Picture at Boutiques,” “Gifts at Waterside Stores - Capturing Coastal Magic with Special Merchandise,” and “Country and Candy Stores: Trends in Edible Gifts.”

Name-dropped, custom, and licensed products have also been enjoying sales. To address this trend, we offer in this edition a special Name-Dropped and Custom Products section that includes stories covering zoo, cave, cavern, public lands, and sports stores.

The issue also covers apparel for summer at resort-locale boutiques, jewelry at museum shops, best-selling merchandise at pharmacies, variety, and discount stores, plush and toy sales at water and amusement parks, and other topics and store types. And don’t miss the timely story “Fun Distractions for the Times - Game and Puzzle Best-Sellers at Toy Stores” by Contributor June Allan Corrigan that includes the bonus sidebar “Simple or Complicated Directions? Which Board Games Sell Best?”

I hope you enjoy the issue. For even more original content sent directly to your inbox, visit www.sgnmag.com, click on Subscribe, and scroll to the bottom of the page to sign up for the free SGN eNewsletter. If you have comments, questions, or suggestions, please contact me directly with a Facebook message, by emailing editorsgnmag@Kanec. com, or by calling 610-645-6950, Scott C. Borowsky President and Executive Editor Souvenirs, Gifts & Novelties magazine

Jessica Breaux, co-owner and sister-in-law, with Alex Breaux, co-owner, and Alex’s daughter Piper, of Wonder World Toys in Medford, N.J. See page 94 for a story that features an interview with Alex Breaux.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

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NEWS BRIEFS Kurt S. Adler, Inc., Has Created a Virtual Showroom Kurt S. Adler, Inc., has created a virtual showroom for a safe and convenient way for customers to view its 2021 product line. Customers can “walk through” the line from anywhere, at any time.

“It was important for us to create new ways of viewing our line as we knew show attendance would be limited due to COVID-19 rules and regulations. We wanted to offer something immersive, and that was as close to the in-person experience as possible.

Our virtual showroom puts you in our New York City headquarters and gives you a 360 degree experience. You can view the complete line including lights, trees, ornaments, tabletop décor, licensed

items, and so much more,” a press release from the company said.

Kurt Adler is a one-stop shop for retailers’ holiday needs. The company invites customers to view its virtual showroom at https://my.matterport. com/show/?m=HEduRZVpVmT. The blue and white circles will take shoppers to the corresponding page on the website and also walk them through each section. The company asks retailers to reach out to their local sales rep, or email info@kurtadler. com for more information or with any questions.

For additional information, visit www.kurtadler.com or circle 23 on the reader service card. ❖

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NEWS BRIEFS Dutch American Import Company Is Acquired by Wayne Carver A Message from Dutch American’s Jake Schep Hello friends, With 2021 here, we have news that we are excited to share with you! Dutch American Import Company (DAI) is pleased to announce that we have entered into an agreement with Wayne Carver, a leader in the personalized gift and souvenir business in our industry.

Strategically, the acquisition of DAI by Wayne Carver makes great sense, especially since both are family-owned businesses and share many of the same philosophies around great customer service and quality products. Wayne Carver’s owner, Warren Slabaugh, operates his business with his children, wife, and long-term dedicated employees. We connected on similar values and the level of commitment and pride in the industry that are often advantages of family firms.

With over 60 years in this industry, Gerda, Marshall, and I have been honored to be involved in the business started by my parents in 1958. We consider many of our DAI customers close friends, and we’ll

truly miss you, but feel confident that you’ll be well taken care of by the team at Wayne Carver.

In the coming months, you’ll be hearing either from your sales rep or a new contact to help with any questions you might have around the transition. It is our hope that you won’t even notice the merger from a service standpoint, and that in the long term, you’ll see even more value with exposure to additional products and services.

Lastly, I will still be available assisting the company with the transition. If you need my help, feel free to contact me. Thank you for the trust you have placed with DAI and our team over the years. We’d all love to continue to hear from you – you can always reach us through our personal emails. Cheers to a new and better year!

All my best, Jake Schep

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Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

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TRADE SHOW NEWS

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Atlanta Market Has Named Five People’s Choice Winners

Mud Pie; Napa Home & Garden; Nora Fleming; Santa Barbara Design Studio; Scheurich USA; Seasons Jewelry; Sullivans; Tovolo; Uttermost; Vietri; and Whiskey River Soap Co.

Atlanta Market has named five People’s Choice winners in its Winter 2021 Market Snapshot. Showroom winners were: Costa Nova’s Livia stoneware collection; Glo Pals’ Light Up Cubes; Hillhouse Naturals’ Eucalyptus collection; and Wildwood Home’s Mignon Sconce. The People’s Choice winner from the Gift and Home temporaries is Moonglow’s Charmed Simplicity Necklace. Winners were on display in January at AmericasMart Atlanta.

“The Winter 2021 Market Snapshot winners represent the best of Atlanta Market: distinct lifestyle products, trend-driven home décor, contemporary tabletop, fashion-forward accessories and unique gifts,” said Dorothy Belshaw, International Market Centers (IMC) chief customer and marketing officer, in a press release. “As these and all the Market Snapshot finalists show, the depth and breadth of the lifestyle and home décor offerings in Atlanta are unmatched this winter.”

Market Snapshot showcases products from across Atlanta Market’s home décor and gift collections on social media, in buyer communications and on the market website.

The Winter 2021 finalists also included: 2 Saints Inc.; 3 Kids Kompany; Abigails; Achla Designs; Bassett Mirror Company; Beatriz Ball; Bodrum Linens; Celadon Art; Christopher Radko; Color Box Design & Letterpress; Cooper’s Small Batch; Country Home Creations; Creative Co-op; Dune Jewelry; Finchberry; Fortessa; Gabby; Georgetown Home & Garden; Global Views; Grainwell; Headbands of Hope; Hillhouse Naturals; Lili Alessandra; Matouk; Mixologie;

IMC Launches Market Insights Monthly Webinar Series International Market Centers (IMC) has expanded its business education programming with a new free monthly webinar series that launched in January. “Market Insights” presents timely, actionable and exclusive content to IMC’s market universe and beyond as an extension of the programming it presents in connection with the Atlanta Market, IMC High Point Market, and Las Vegas Market.

“Market Insights confirms IMC thought-leadership in business education for the home, gift, and furniture industry by expanding our presence throughout the year,” explained Dorothy Belshaw, chief customer and marketing officer, in a press release. “As sourcing shifts to a physical/digital hybrid throughout the year, so does our programming. Postpandemic, we will return to immersive in-person events, complemented by robust virtual offerings.”

Presented as high-level conversations about issues that are impacting businesses now, the Market Insights webinars allow buyers to prepare throughout the year, maximizing their time for product discovery at market and supporting their year-round sourcing. Additionally, relevant webinars will offer CEU credits to maintain certifications from design societies and professional organizations.

Planned for Market Insights was a live presentation of the PANTONE 2021 Color of the Year by Laurie Pressman, vice president of the

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

PANTONE Color Institute. Scheduled were insights into the Color of the Year and how it relates to home furnishings, décor, gift, apparel, lifestyle and all aspects of living.

Other confirmed Market Insights sessions for the first quarter of 2021 included Rebecca West, author of Happy Starts at Home, sharing products for making home a sanctuary on February 17, and a photography webinar with photographer and design consultant Linda Holt on March 10.

Registration for the webinars will be available on the markets’ websites in the weeks prior to each session.

“During the pandemic and while markets were disrupted, we offered relevant webinars to help designers and retailers get back to business,” said Belshaw. “Our audience confirmed the efficacy of those sessions and have indicated that they want to continue to tap IMC’s thought leadership as they work through recovery.”

IMC Announces Changes to Brand Marketing Team to Support Physical, Digital Marketplaces International Market Centers (IMC) has announced changes to its brand marketing team. Sarah Mount has been promoted to a new digital marketing leadership role within IMC’s Digital Innovations division, IMC_di; and Renee Loper-Boyd expands her marketing leadership role to encompass IMC’s physical gift and home furnishings markets in Atlanta, Las Vegas, and High Point.

Mount and Loper-Boyd will report to Karen Olson, senior vice president of marketing and strategy.

Following the recent launch of IMC_di’s Juniper suite of digital solutions, Mount has been promoted

Continued on page 20

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TRADE SHOW NEWS

Cheryl Dobbins Hege

Sarah Mount

Sarah Ziegler

Renee Loper-Boyd

Trade Show News (From page 18)

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to vice president of digital marketing. LoperBoyd, who has been the vice president of marketing for IMC’s gift and home markets in High Point and Las Vegas since 2015, has been promoted and assumes additional responsibilities for the company’s gift and home markets in Atlanta and Open Year Round activities at AmericasMart Atlanta.

Additionally, Eleanor Hunt is being promoted to director of marketing, and Sarah Ziegler to marketing manager for the Atlanta gift and home brand team. And Julia Roach will be promoted to senior marketing manager and will oversee all categories – gift, home décor, and furniture – for Las

Julia Roach

Eleanor Hunt

Vegas Market. Cheryl Dobbins Hege, senior marketing manager, will serve as the lead for IMC High Point Market.

In total, five people will report directly to Loper-Boyd.

Informa Markets Fashion, Clarion Events, and Tarsus Group Announces Trade Show Co-Location A co-location of early February 2021 trade events, to create a multimarket physical event in Orlando, Fla., for the upcoming fashion buying season, was announced late last year

by Informa Markets Fashion, Clarion Events, and Tarsus Group. Following market disruption in 2020, this joint effort’s aim is to address the industry’s return to in-person experiences, with rigorous safety measures in place, while also driving greater commercial opportunities and business continuity for brands and buyers.

With a “stronger together” approach, MAGIC Pop Up Orlando, WWIN Orlando Showcase, and OFFPRICE were scheduled to align February market dates and locations, with the events taking place side-by-side

February 9 -11, 2021, at the Orange County Convention Center. Each of the three events were to feature considerate layouts, appointment-driven networking, as well as limited to nocontact registrations and early open hours for at-risk guests. Buyers were expected to find a curated array of brands across women’s and men’s trend and contemporary apparel, accessories, and footwear categories across multiple price-points including moderate, mass market, value sectors and more.

With safety as the cornerstone for all event layouts and execution, event organizers were jointly approaching event planning with rigorous implementation of protocols across all shows to ensure the highest levels of

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

safety and hygiene. By coordinating the event location and timing, brands and buyers alike were expected to maximize business opportunities in a single location.

“The health and safety of all those who participate is our utmost priority and the Orange County Convention Center provides the perfect venue to gather the market together, with a campus-like property and space to accommodate proper social distancing. It’s also in close outdoor walking proximity to hotels and restaurants, therefore limiting the need for shuttles - among other additional benefits,” Executive Vice President, Clarion Events, WWIN Shows, Desiree Hanson said. ❖

EMBRACE THE POSSIBILITIES Get back to business at Las Vegas Market.

We make sourcing simple by giving you access to more than 4,300 gift & home resources onsite and online.

NEW DATES: April 11 - 15, 2021 LasVegasMarket.com | @lasvegasmarket

Go to TogetherSafely.com to learn more about the health & safety protocols we’ve implemented in our buildings.

FE ATURED LINES: Aesthetic Movement, Quilling Card, Napa Home and Garden ©2021 International Market Centers, LLC

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A NEW YEAR, A NEW BEGINNING March 28-31, 2021 Greater Philadelphia Expo Center — Oaks, PA PHILADELPHIA SOUVENIR & RESORT

E X P O

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For 25 years, the Philadelphia Gift Show, has been the shopping destination of choice for the region’s retailers to find the latest products and hottest trends. It’s THE place to get a first-hand look at best-selling products and up-and-coming designs.

Returning to the Greater Philadelphia Expo Center, March 28 - March 31, 2021, you’ll find everything you need for your busy season all under one roof, including: • Americana • Gourmet: Food, Beverages & Wine • Personal Care • Environmentally Friendly/Natural/Recycled Products • Custom Design/Private Label • Gift Wrap & Accessories • Beach Merchandise • Stationery • Nautical Gifts • Retail Services & Supplies • Licensed Products • Books/Publications/Periodicals/Media • Footwear & Accessories • Native American Merchandise • Swimwear

• Holiday/Seasonal • Handmade/Craft • Decorative Accessories • Jewelry • Made in USA • Apparel/Clothing • Fashion Accessories • Design, Decor, Furnishings • Games/Puzzles/Toys • Souvenirs/Novelty/Trend • Outdoor Living/Garden • Candy/Fudge/Confections • Home Furnishings • Plush • Children's/Baby Items

Cost effective and conveniently located.

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Free admission for qualified buyers.

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Calendar

TRADE SHOW

A Look at 2021 Trade Shows

March

August

24-25

22-26

ASD Market Week Road Show Kay Bailey Hutchinson Convention Center Dallas, Texas

28-31 Philadelphia Gift Show Greater Philadelphia Expo Center Philadelphia, PA (Circle 36 on card.)

April 24

8-9

ASD Market Week Road Show Convention Center Orlando, Fla.

11-15

Las Vegas Market Expo at World Market Center Las Vegas, Nev. (Circle 25 on card.

28-29

)

ASD Market Week Road Show Convention Center Phoenix, Ariz.

May 11-13

National Hardware Show Las Vegas Convention Center Las Vegas, Nev.

July 14-18

Atlanta Market Americasmart Atlanta, Ga. (Circle 02 on card.)

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Las Vegas Market Expo at World Market Center Las Vegas, Nev. (Circle 25 on card.)

October 6-8 Corpus Christi Souvenir & Resort Show Corpus Christi American Bank Center Exhibit Hall A Corpus Christi, Texas 13-15 Panama City Beach Gift Show Boardwalk Beach Resort Panama City, Fla.

November 1-3 Ocean City Resort Gift Expo Roland E. Power Convention Center Ocean City, Md. 10-13

IGES LeConte Center Pigeon Forge, Tenn.

10-13

Smoky Mountain Gift Show Gatlinburg Convention Center Gatlinburg, Tenn.

December 5-8 Grand Strand Gift & Resort Merchandise Show Myrtle Beach Convention Center Myrtle Beach, S.C. ❖

DISCOVER. CONNECT. INSPIRE .

The Premier Gift, Décor & Lifestyle Market

Showrooms: July 13 – 19, 2021 Temporaries: July 14 – 18, 2021

Register Now at AtlantaMarket.com @AmericasMartATL | #AtlMkt

PHOTOS: C.R. GIBSON, ACCENT DECOR TO THE TRADE | © 2021 International Market Centers, LLC

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APPAREL

Where Tees are Tops T-shirt Trends at Zoos and Aquariums

A

mericans have returned to zoos and aquariums — but like everywhere else, they have to stay six feet apart. The new line of social distancing shirts and Akron Zoological Park in Akron, Ohio, has a bit of fun with this COVID-era reality, said Gift Shop Manager Joan Hummel.

“We’ve got one that says ‘Llamas stay six feet away,’ and another that says ‘Komodo dragons — socially distancing before it was cool,’ ” Hummel said.

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A sense of humor goes a long way toward engaguncertainty, “we’re more constrained in our buying,” ing customers in a difficult year. So does practicality: she said. “But we try to keep updated.”

Masks have been a top seller for the Akron gift shop, Recent hits include a line of organic T-shirts in a a popular add-on to those social distance T-shirts, fabric produced from recycled water bottles. “People Hummel said. Patrons are also looking for color — are just so surprised that they’re soft — and that botblue, green, red, brown, black and this season’s trendy tles actually made the shirt,” Lawriski noted. “They mauve. “There’s no one standout; we just try to make the colors go well with whatever graphics we’re putting on the shirts,” “We’ve got one that says ‘Llamas stay six feet away,’ explained Hummel. “But for whatever reaand another that says ‘Komodo dragons — socially son, I’ve noticed people don’t like white.” distancing before it was cool,’ ” Shades of blue and fun, quirky graphics - Joan Hummel, Akron Zoological Park, Akron, Ohio, commenting on a help sell T-shirts at the Blank Park Zoo in new line of social distancing T-shirts.

Des Moines. “Our most popular style before the spring lockdown was a slate blue shirt with a picture of a rhino, and the slogan ‘Save love that it’s recycled.” the chubby unicorn,’” said Gift Shop Manager Cindy In Sunny Florida, patrons favor “colors that pop a Campbell. Runners up included a royal blue version little,” Lawriski said. Pinks and greens are popular for featuring an orange giraffe and the words “Living the children, while adults gravitate toward corals and yelhigh life,” and a “Living on the hedge” tee featuring a lows. A line of tie dye sweatshirts and T-shirts in both hedgehog wearing shades. long and short sleeves “has a beachy feel to it,” Law“Gray is very popular right now; it’s the new neuriski added, and is on trend for this season. tral,” said Campbell. Another round of new TFor 2021, Lawriski plans to increase the number of shirts is due to arrive at the gift shop just before customized apparel items. “The more we find the more spring, and Campbell hopes the you customize the product, the better it sells,” she obfresh, humorous graphics served. People want things that remind them of where will continue to do well they’ve been and what they’ve seen.” That means not in 2021. only name-dropped shirts, but also graphics and someThe pandemic has times even names of the animals on view at the zoo prompted Manager Lin— “our bear, with our logo,” Lawriski said. da Lawriski to order Indeed, it’s often a specific animal that moves the conservatively for the most shirts. At the Brevard Zoo in Melbourne, Fla., Gift Shop she manages “it’s all about the sloth,” said Gift Shop Manager Ceat the Florida Aquarium leste Elam. “Kids love it, adults love it. Everyone rein Tampa, Fla. With less lates to the sloth.” foot traffic and ongoing The sloth may be the hot ticket, but the red panda

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Apparel is creeping up right behind it. “I think red pandas are the new sloths,” Elam reflected. While the Brevard Zoo does not currently have any, red pandas were recently featured on a popular children’s show and in a blockbuster exhibi-

“Gray is very popular right now; it’s the new neutral.”

- Cindy Campbell, Blank Park Zoo, Des Moines, Iowa.

tion at other zoos around the country. “They’re the animal that’s taking over,” Elam explained, “and they’re just so cute.”

Florida shoppers favor shades like turquoise and coral, but purple is this year’s top color.

“We have a sweatshirt line that’s all purple, for both kids and adults — it’s almost a bright lavender,” Elam said.

Gray and muted green are the popular colors for adult T-shirts at Monterey Zoo in Salinas, Calif., while children’s styles do best in anything brightly colored, said General Manager Angie Krall. “But we cannot sell red T-shirts to save our lives.”

The zoo has always been a family attraction, but even more so during the pandemic, with California children home from school and looking for safe diversion. For 2021, Krall is ordering more tees in the toddler sizes that sell best, 2T to 4T. “We’re trying some grown-up styles in toddler sizes — shirts that are less cartoony,” said Krall in December as she unpacked

“

winter inventory.

One trend that will continue, she predicted, is the popularity of elephants. “We’re a small zoo, but the elephants are the big draw here,” Krall explained. “So anything with an elephant [sells] well in any size.” ❖

“People are just so surprised that they’re soft — and that bottles actually made the shirt. They love that it’s recycled.”

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- Linda Lawriski, Florida Aquarium, Tampa, Fla., commenting on T-shirts made from recycled water bottles.

SGN Asked: Are classic T-shirts selling, or do more sophisticated T-shirt cuts that mimic expensive shirts sell better?

“I think the unisex ones generally do better than the fashion cuts.”

-A ngie Krall, Monterey Zoo, Salinas, Calif.

“We’re pretty much staying with our tried and true. Just your basic T-shirt is what people are looking for — color and comfort.”

- Linda Lawriski, Florida Aquarium, Tampa, Fla. “We do a combo. We’ve got some with a more feminine cut, but we’ve also got plenty of unisex styles. They all sell well.”

- Joan Hummel, Akron Zoological Park, Ohio

“Unisex is normally more popular for us.

It’s a more uniform size, so if you’re buying for other people, you don’t have to wonder whether it will fit — especially with COVID, where people aren’t able to try on clothes.

That said, we have a giraffe tee in a women’s fitted style that is one of our most popular shirts.”

- Celeste Elam, Brevard Zoo, Melbourne, Fla. “We don’t do a lot of the fitted tees. Our customers prefer the classics.”

- Cindy Campbell, Blank Park Zoo, Des Moines, Iowa ❖

”

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APPAREL

Warm Weather Wearables Apparel for Summer at Boutiques in Resort Locales

By Carimé Lane

H

ot sunny days will be here again soon! Read on for top-selling summer and resortwear items, and sales and display strategies, from four boutiques in resort areas.

Kim Galland, owner of Kimbals in Palm Springs, Calif., said her top-selling summer apparel item is a sheer, long, halter-style dress/cover-up. This piece of apparel is a year-round bestseller. It’s a one-size-fits-all, flowy fit that comes in an array of solid colors and prints.

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“[They’re] pretty and sexy, they fit most, and are very affordably priced,” Galland said.

Her top-selling items that make for ideal resort wear all shows a little skin, are a loose, flowy, and often a one-size fit item. Grab and go merchandise is also a top-seller in this area. This merchandise is ideal for

the customer and the store owner, Galland said. For the customer, they are “pretty, flattering and affordable priced.” And, for the store owner, “…the one-size fit allows me to carry a broader selection without a bigger cash outlay.”

Swimwear, sheer cover-ups and kaftans, bias cut print dresses, bohemian-style long, flouncy, halter-style, low-back dresses, and magic wrap dresses/cover-ups are all top selling summer items for Galland.

Showing customers a finished outfit often helps to sell apparel, Galland said.

“I have found that a lot of customers can’t visualize an outfit on, or how to accessorize,” Galland said. “If I place mannequins throughout the store and display outfits with coordinated jewelry, hats and handbags I can often sell the entire accessorized outfit.”

At the 3,000-square-foot Frenchy’s Fashions – specializing contemporary cruisewear, resortwear and swimwear – in Palm Springs, Calif., resort-themed tops and sundresses are best-sellers, according to owners Denise and Marshall Boyer.

“They are perfect for a weekend getaway or vacation,” the Boyers said.

Their top-selling resortwear pieces are artist inspired. They believe this type of apparel sells well because they Displays of brightly-colored apparel at Kimbals. This 1,000-square-foot are unique and appeal to a wide variety store offers items for a finished outfit, the owner said.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Apparel of tastes.

When it comes selling apparel, the owners of Frenchy’s recommended listening to customers and finding out what they’re looking howluckyAMI Owner Jane Sperlazzi with for. They also her husband. Among the store’s resortfind it helpful to wear selection, beach dresses are the number one sellers. emphasize the many made-inthe USA and made-in-Canada products they carry.

Daniela Patino is manager at Blue Moon on Hilton Head Island, S.C. Their best-selling summer apparel item is a versatile tie-dyed set with a long-sleeved shirt and short. It’s comfortable and versatile – suitable for slipping into at the close of a beach or pool day, or worn as cozy pajamas at night. Another top seller is their light blue tie-died short dress. It’s primarily used as a cover up, but could also be paired with wedges or nice sandals to suit a walk around town.

“We’re sure it’ll become one of the favorite items in [a customer’s] closet because of the short length that’s so convenient for the weather we have, and it’s a beautiful blue that’ll remind [customers] of the beach,” Patino said.

An apparel display at Blue Moon. Comfortable fabrics are important apparel attributes, according to the manager.

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Kim Galland, owner of Kimbals in Palm Springs, Calif.

One-size items sell well for the store.

Leggings–fleece for cooler weather, and workoutstyle leggings for warmer weather–are another favorite here.

In terms of resortwear, Patino said the dresses are the number one seller during the summer, because dresses make for a convenient piece to wear in high Continued on page 32 RSN 39

www.sgnmag.com | February 2021 | Souvenirs, Gifts & Novelties

Apparel Warm Weather Wearables (From page 31) temperatures.

“You just have to add something nice [to the dress] like wedges or sandals and some nice jewelry, and you’re all set,” Patino said.

To sell apparel, Patino recommended looking into trends, especially when it comes to selling apparel to demographics like juniors or teens. Comfort is also important–for instance, itchy fabrics may not perform well, Patino said.

Jane Sperlazzi, owner of howluckyAMI, in Anna Ma-

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Jewelry and apparel displays at Kimbals. The store features a sunken-down-two-steps area called “The Jewelry Place.”

A shoe display at Frenchy’s Fashions. This Palm Springs, Calif., store is a third generation, family-owned and operated resort boutique that has been open at the same location since 1955.

ria, Fla., sells a variety of merchandise for hitting the beach in style, including apparel, ranging from long and short sleeved T-shirts to beach towels to a line of drinkware– all emblazoned with their trademarked logo.

Beach dresses are the number one seller among their resortwear selection. This dress is a made-inthe-USA tank style swim dress, made of SPF 50 fabric. It’s sold in a few different styles, and sports their logo. They’re made with a micro bacterial fabric that’s very breathable, cooling and comfortable, Sperlazzi said.

“You can sit four hours in a beach chair, walk to your rental cottage, put some lipstick on and head straight to a cocktail party,” remarked Sperlazzi.

What’s Your Top Apparel Display Tip?

A

t Kimbal’s, Kim Galland said the most important thing is to accessorize your displays.

At Frenchy’s Fashions, Denise and Marshall Boyer agreed.

They said the best way to display apparel is by curating the whole display from head-to-toe: the accessories, clothes, shoes and handbags–in other words: “the full look.”

Daniela Patino of Blue Moon recommended displaying your most popular items in high traffic areas such as near the front door and register.

Jane Sperlazzi merchandises to create a story at howluckyami.

For instance, she might have a beach dress on a face out surrounded by towels of the same color folded to show the logo, with a lap throw, pillow and beach bag–all of the same color tones.

She’ll also purchase with the aim of presenting collections in colors in this way.

At Pink & Navy Boutique, Amy Fleece agreed.

“Group colors that play well together, find a theme and run with it,” Fleece said. ❖

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

A display of name-dropped apparel and accessories at howluckyami in Anna Maria, Fla. The owner purchases with the aim of presenting collections in the same color tones.

“It’s very island friendly and comfortable.”

To sell their merchandise, Sperlazzi said customers are drawn to howluckyAMI’s branding. The sentiment: howluckyAMI, is a reminder of the memories they have from their vacation.

“There’s a feeling of gratitude and happiness that [howluckyAMI] evokes,” Sperlazzi said.

Amy Fleece of Pink & Navy Boutique, a beach boutique also on Anna Maria Island, said their top selling summer items are – produced by Salt Tolerant and AnnaBPaints – shirts, tanks and dry fit tops designed by local artists. These are both unique, and a practical memory of Anna Maria, Fleece said.

Fun sundresses are tied with these items as best-sellers Fleece said.

“Everyone loves them because you can throw them over a swimsuit or wear out for the evening,” explained Fleece.

“Anna Maria Island is a very relaxed place, so these dresses are truly versatile here.”

The Never Wrong Sarong is a top seller at Pink & Navy that makes for ideal resortwear.

“Everyone I know has bought a sarong and couldn’t remember how to tie it,” said Fleece. “This one takes the guesswork out!”

To sell apparel, Fleece buys the best quality items at a reasonable price, so she can pass these on to her customers as well. ❖

Tie-dyed and other types of apparel at Blue Moon. A tie-dye set is best-selling for the store, as is a tie-dye short dress, according to the manager.

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JEWELRY REPORT

Jewelry Trends The Evolution of Jewelry Sales During and After Shutdowns

F

or a truly memorable gift or a special occasion, jewelry shoppers favor boutiques with curated, locally sourced selections. And they still like to shop in person. “Jewelry goes on your body, so it has to feel right. We find most people still do want to come in and try things on,” said Carisa Phillips, who along with Jamie Mosca owns Heart of Stone in Sandwich, Mass. “They want to see if a piece is the right size, and if it’s as shiny as it looks online.”

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But the pandemic has altered shopping habits.

Along with many retailers, Phillips has noticed customers perusing the website, then coming to the store to try on a specific item. “They don’t want to linger inside,” Phillips explained. “They’ll wait outside while it’s being wrapped.”

When caseloads were extremely low in late summer, more customers would browse while chatting.

But now that Cape Cod, like much of the country, is engulfed in a winter outbreak, Phillips and Mosca have watched loyal customers strike a balance between precaution and the desire to support a local business. “They’ll come first thing in the morning, because it feels safer,” Phillips reported.

In a beach community, marine motifs are, unsurprisingly, what most people want. Heart of Stone does a brisk business in silver jewelry with nautical themes like whale tails, mermaids, waves and starfish. Especially in summer, pieces set with sea glass and recycled glass are also popular. Phillips said most shoppers want to spend under $100, with the average silver purchase between $40-$60. The exception is the pricier “Cape Cod” bracelet, a silver bangle set with a single gold bead, which is something of a local status symbol.

Shopping at Heart of Stone can feel like a trip to the beach, with bracelets displayed on sand and clamshells, and necklaces hanging from driftwood and vintage bottles. “The standard white cases are still best for traditional silver jewelry, especially if it’s variations on a single piece, but we try to get a little more creative in the store,” Phillips said.

In Swampscott, Mass., Katerina and Ana Nenshati also offer a distinctive marine ambience at Kats Boutique, which specializes in artisan pearl jewelry.

Continued on page 36 Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Yan Liu, manager, Lireille, Oakland, Calif., photographed with jewelry displays. Liu said customers to the store have kept shopping even as the Bay area went into a second pandemic lockdown late in 2020.

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Jewelry Report Jewelry Trends (From page 34) “We try for a natural aura in the store, to show that pearls are a sustainable gem, not snooty,” explained Ana Nenshati. Nenshati displays handcrafted pearl designs on neck stands of rustic burlap as well as black velvet, which shows off the stone. As a pandemic precaution, only one shopper at a time is permitted in the 450-square-foot store.

At Kats Boutique, irregularly shaped baroque pearls are most popular nowadays — and baroque pearl earrings are the top seller. They are far cry from the clas-

Minimalism is the trend in jewelry, but the Nenshatis’ clientele prefers more distinctive wares. The one exception is around the holidays, since gift jewelry skews generic for practical reasons. “If you’re unsure of what a person likes, or even if the person may not wear much jewelry, you usually can’t go wrong with a small ring or a delicate necklace,” Nenshati said.

Earrings are top sellers at Amy Zane, a Kalamazoo boutique, gallery and studio featuring wares by Ms. Zane and others. Zane’s own work uses unusual semi-precious stones such as pink swirled rhodochrosite, marbled blue chrysoprase, and ancient ammonite fossils suspended in delicate wire.

The downtown storefront, with approximately 1,600 square feet of retail space, also features jewelry and crafts from a dozen mostly local artists.

“They [customers] don’t want to linger inside. They’ll wait outside while it’s being wrapped. …They’ll come first thing in the morning, because it feels safer.”

- Carisa Phillips, Heart of Stone, Sandwich, Mass.

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Store Manager Violet Humphreys said that sales patterns do not reflect trends so much as shoppers’ particular needs. “People will come in looking for something with pearls for a daughter getting married, or they’ll say, ‘I want to get a pair of earrings for each of my daughters,’” Humphreys said. Earrings sell well because they are visible regardless of neckline or season — now all the more so, with everybody dressing from the shoulders up for Zoom meetings.

Patrons will usually have a price range in mind, Humphreys observed, but even that varies depending on the occasion and the customAt left, Amy Martin Paavola, store owner and jewelry artist, Earthy Delights at Amy Zane, with Store Manager Violet Humphreys. The er. To help people find what they’re looking for, Kalamazoo, Mich., boutique is also a gallery and studio.

Amy Zane arranges jewelry by color family, with blues, greens and so forth grouped together.

At Zinnia Jewelry in Cambridge, Mass., Managsic round, evenly sized strands once associated with er Kelly Goyette said you can never go wrong with First Ladies and Park Avenue society. “Baroque and simple stud earrings. “They’re very popular in sterling golden pearls are very visible, especially with younger silver,” she said. The minimalist trend resonates with influencers, celebrities, and on runways,” Nenshati her customers, who also go for small hoops and dainty said. The more idiosyncratic styles resonate with Kats necklaces and gold and silver, along with simple metal Boutique’s clientele, which favors one-of-a-kind piecchains. “They’ll see things on Tiktok or Instagram,” es made in the U.S.A. “Small designers, that’s what explained Goyette of her clients’ inspirations. a lot of people are looking for these days,” Nenshati Zinnia has been a family business for more than 40 reflected.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

years, and Goyette credits the owners with knowing what appeals to the diverse Cambridge clientele. “We have a lot of different designers, so people never get bored shopping. They have lots of options,” the manager affirmed. Most displays are grouped by artist, with earrings arranged on spinners according to theme.

At another family business, Medawar Jewelers in Michigan, engagement rings are the longtime specialty — and remain the number-one reason clients come to the store. “We have a whole section just for engagement rings,” said Manager Roger Srougi at the Jackson store, one of five regional locations. Srougi said that to effectively sell diamond rings, salespeople “Baroque and golden pearls are very visible, especially with younger influencers, celebrities, and on runways.”

- Ana Nenshati, Kats Boutique, Swampscott, Mass. actively educate customers so that they can feel confident making a big ticket purchase. The store also does a brisk business in classic gold chains, and “we still sell lots of the Pandora line,” the manager noted.

Independent jewelry stores thrive thanks to loyal clientele, and for that Yan Liu is grateful. Customers of her Oakland, Calif., boutique, Lireille, have kept shopping even as the Bay Area went into a second lockdown just before Christmas.

Liu maintains an active email list, sharing regular updates on the new pieces she stocks from local artisans. “The web has really helped us through this pandemic,” reflected Liu. “Especially at the beginning, when we were closed for months, online was the only way to communicate with our clientele. They know we work with only local, independent artists.”

Throughout the year, patrons have supported the store by purchasing gift certificates; Liu has return the favor by accommodating shoppers with private appointments and fastidiously cleaning each piece before try-on. Mixed metals have been a hit this year, combining silver with different shades of gold; necklaces, earrings, and engagement rings remain best-sellers.

But it’s the unique selection that keeps people coming back to Lireille. “Our customers are well-educated and well-traveled, and they like great design that really speaks to them,” Liu said.

As the holidays approached, she was grateful the city had allowed her business to remain open at limited capacity. “This is our busy time of year,” Liu noted.

“I feel like we are among the lucky ones.” ❖

Katerina Nenshati, owner of Kats Boutique, in Swampscott, Mass. The store specializes in artisan pearl jewelry.

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JEWELRY REPORT

Where the Art Is the Star Jewelry Adds Sparkle to Sales at Museum Shops

By Karen Appold

W

hen it comes to jewelry, a variety of styles and types are popular among museum shops. For Lissa Dod, gift shop manager at The President’s Shop at The Woodrow Wilson Presidential Library & Museum in Staunton, Va., Silver Forest Earrings that are handcrafted in the United States and inspired by nature using semi-precious stones and organic elements are her best-sellers. The earrings are artfully soldered together with combinations of brass and copper on hypoallergenic earwires.

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“Silver Forest also has a great customer loyalty program,” Dod said.

“For every five pairs purchased, the customer mails in a completed loyalty card to receive a free pair of earrings.”

The company has been in business for more than 35 years.

Anju necklaces, bracelets, and rings that are handmade in India are also popular with Dod’s customers.

The jewelry is 100 percent sustainable and the company is committed to creating hope for artisans and their families through economic empowerment.

Another hit are necklaces and earrings made by Judson & Company in Decatur, Ala., established in 1989.

“The family-owned and operated business offers quality and a personal touch,” Dod said.

Emilie Kristek, retail operations manager at the Field Museum in Chicago, Ill., reported that amber jewelry, of all types, are top sellers. “Customers enjoy that each piece is one-of-a-kind and crafted so that the setting and stone complement each other perfectly,” she said. Fair trade earrings from Matr Boomie are bright, colorful, and an affordable splurge with a beautiful handcrafted feel. Stud earrings from Semaki and Bird sell well at the 5,000-square-foot shop because they’re inexpensive, sterling silver, and are a subtle way to interject some personality into one’s wardrobe.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Gina Windsor, store manager, left, with Guest Services Associate Shannon Jones, photographed with a merchandise case at the Booth Western Art Museum. Native American jewelry is popular at the store.

Jewelry Report Necklaces from Sarah Cavender Metalworks are hot items at the Nevada Museum of Art in Reno, Nev. “These beautiful pieces complement our exhibitions, such as unique flower pieces for a past Georgia O’Keeffe exhibition,” said Valerie Curtis, buyer and manager. “She recently sent us some stunning pieces inspired by the upcoming Victorian Radicals exhibit.”

Handcrafted Sibilia pieces also fly off the shelves. A favorite is the “give me a hug” bracelet that hugs the wrist with two hands that meet in the middle, Curtis said. It’s available in a variety of colors. “It’s no surprise that these sell well because everyone can use a hug,” she said.

Christina Brampti necklaces are great statement pieces, Curtis said.

The artist uses mesh, wovens, metals, and acrylic to create necklaces that are sure to make you look twice.

Timothy Kelleher, store and visitor experience manager at Herreshoff Marine Museum and America’s Cup Hall of Fame in Bristol, R.I., said Herreshoff Museum pins that are oval or triangular appeal to pin collectors and Herreshoff enthusiasts alike.

New in August 2019, Whimsy Sea creature earrings including starfish, turtle, and shell shapes are popular due to their quality and affordable pricing, Kelleher said. In the 2017-2019 seasons, the shop averaged above 100,000 in gross sales, but like many others it took a big hit in 2020.

Turquoise rings set in sterling silver are best-sellers for Gina Windsor, museum store manager at Booth Western Art Museum in Cartersville, Ga. As a western art museum, turquoise appeals to its members. The most popular rings range in price from $50 to $200.

Most rings come from Native American markets out west.

Handmade bracelets by a local company, Lunatique Whimsical Jewelry, are also all the rage. These bracelets are leather and vary in style with sterling, metal, and precious stones, Windsor said. Prices start at $12 for a basic leather bracelet and go up to $40.

Turquoise earrings are another good seller, Windsor said. The most popular ones range in price from $20 to $200. These earrings are made by various artists in the United States. Earrings by Carolyn Johnson and Mary Salazar do particularly well.

Michelle Porter, event coordinator and shop buyer at the Connecticut River Museum in Essex, Conn., reported that earrings made by Maine company Old Pool are hot because of their sleek, simple designs and varied colors. They feature fused glass held together with silver. Prices start at $20.

Handmade bracelets sell well for the Booth Western Art Museum in Cartersville, Ga.

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Display Tips The key to enticing sales with displays is to shift them often, Dod said. She uses wooden necklace and bracelet holders that show off jewelry well. She also displays necklaces with ponchos and kimonos that she also sells. “I love to accumulate display pieces from visiting local thrift stores,” she said. “It’s amazing what great things you can find to add a personal touch to the shop.” Placing jewelry pieces at eye level works best.

Kristek advised putting earrings from any vendor onto jewelry cards featuring your logo. “This helps to create a cohesive look Continued on page 40

Guest Services Associate Paulette Holland of the Booth Western Art Museum. Jewelry does well displayed in cases with glass on all sides, according to the museum store manager.

www.sgnmag.com | February 2021 | Souvenirs, Gifts & Novelties

Jewelry Report Where the Art Is (From page 39) across all jewelry brands and styles and elevates the presentation as a whole,” she said.

Curtis used to have a huge display case that took up a considerable amount of room in the 750-square-foot shop. “When the pandemic forced a temporary shutdown, we used the time to reconfigure the shop,” she said. “Now the flow is much better and jewelry is incorporated throughout the shop, allowing us to show pieces with the perfect scarf or bag to give customers an idea of how a whole look might come together.”

Jewelry is displayed in a white wooden tray with black sand that sits on a table. Customers are able to pick up the jewelry, which is placed on cards, and look at it.

Windsor displays jewelry in glass cases that can be viewed from all sides.

She also places jewelry near the point-of-sale location in the 1,340-square-foot shop. “Jewelry displays better when it is polished and neatly displayed,” she said.

Promising New Lines

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Store Manager Gina Windsor of the Booth Western Art Museum.

Handmade bracelets by a local company, Lunatique Whimsical Jewelry, sell well for the store.

For Dod, jewelry from Judson & Company does well, which she believes is due to its modern and classic designs at a reasonable price point.

Typically, Kelleher said, nautically inspired jewelry and accessories sell well for his area and store, which is around 475 square feet. “Visitors come to us because of their interest in boating or they’re in Rhode Island for its views and scenery,” he said. ❖

Over-The-Top or Understated?

Which Earring Sizes Sell Best?

O

ne size does not suit all when it comes to earrings.

“Because we have such a wide range of customers and price points, all sizes of earring sell fairly well,” said Emilie Kristek, retail operations manager at the Field Museum in Chicago, Ill. “Younger clientele appreciate smaller earrings because it fits their lifestyles and budgets. Larger pieces are popular with adult visitors who enjoy the strong statements our jewelry collection makes.”

Lissa Dod, gift shop manager at The President’s Shop at The Woodrow Wilson Presidential Library & Museum in Staunton, Va., also said that both big and small earrings sell well. “Bigger earrings appeal to younger customers while smaller

ones attract the more mature generation,” she said. “Smaller dangle earrings seem to sell quite well.”

In contrast, Valerie Curtis, buyer and manager at the Nevada Museum of Art in Reno, Nev., said medium-sized earrings do best. “We sell a lot of interesting stones which tend to be on the medium side,” she said.

For Timothy Kelleher, store and visitor experience manager at Herreshoff Marine Museum and America’s Cup Hall of Fame in Bristol, R.I., smaller, understated jewelry does better. Specifically, guests compliment earrings on their smaller size as they preserve the piercing site and offer flexibility throughout age groups. ❖

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Earrings and necklaces on display at the Booth Western Art Museum in Cartersville, Ga. Turquoise earrings sell well for the gift store.

For a catalog please visit www.wheelerjewelry.com or call toll-free 1.800.843.1937

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GIFT REPORT

Growing Gift Sales at Botanical Garden Shops

By Karen Appold

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fter visitors explore the 65 acres of gardens at Bellingrath Gardens and Home in Theodore, Ala., they are drawn to gift items with floral and garden themes. Loretta Potapenko, buyer, said books on gardening and history as well as books for children are wildly popular. “It they’re displayed properly, you can catch people in the moment,” she said. “Categorizing books that relate together, such as birding, gardening, and floral arranging works well.”

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Dish towels with garden themes and humorous sayings related to gardening are also all the rage at the 1,500-square-foot shop. Potapenko attributed their popularity to being practical and available in different price points. “If you only stock inexpensive merchandise, guests who have money to spend won’t buy anything.”

Beth Lavenz, buyer at Cedar Valley Arboretum & Botanic Gardens in Waterloo, Iowa, said wine is its biggest seller because most people don’t associate Iowa with wine so it’s an adventure, especially for wine connoisseurs. The second biggest seller is honey from its hives. “Honey has been in the spotlight in the sustainability community,” she said. “When you buy honey locally, it reduces the amount of travel from the hive to your table. You can get different

Shown at left is Meg Mosely, a 42-year employee of the Bellingrath Gardens & Home Gift Shop, with Becky Johnson, who has worked in the Theodore, Ala., store for four years.

Gifts with floral and garden themes sell well at the store.

A display including home décor items at the Bellingrath Gardens & Home Gift Shop. The site offers 65 acres of gardens.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

flavors of honey depending on the kinds of plants the producer has near their hives. Add in the health benefits that come with eating honey, and you have the perfect item for the environmentally conscious/health-oriented person.”

Two T-shirts in particular also fly off the shelves.

One says “Bee happy” and another says “Hanging with my gnomies.” “Both pay homage to special things at our location; our on-site bee hives and our gnome scavenger hunt,” Lavenz said. “They are also funny and positive.”

Continued on page 44

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Gift Report

Blue and white china on display at the Bellingrath Gardens & Home Gift Shop. Patti Davidson is the store’s manager.

Color coordinated books and gifts at the Bellingrath Gardens & Home Gift Shop. Books on gardening and history and children’s volumes are popular at the store.

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Growing Gift Sales (From page 42) For Mike Hippler, buyer at Ashton Gardens in Lehi, Utah, Pali Hawaii sandals are hot. “These casual beach sandals are a functional, high-quality item that are a must-have for our high-mountain desert climate,” he said. “Guests say they’re comfortable and easy to wear.”

Hippler also said that table-top and wall hanging signs from companies like Primitives by Kathy, Ganz, and Gift Craft, are highly sought after. Signs with whimsical, practical, or meaningful quotes or sayings as well as signs depicting different gardening themes from dirt to flowers to bees/ honey are the top choices in this category. “Guests love to buy something that’s personal to them,” she said. “We have a wide variety of signs with different themes.”

Rounding out Hippler’s top three best-sellers are highquality Angela Johnson statues and crystal gem ornaments that depict images of statues in Ashton Gardens. “Guests make a personal connection to the statues,” he said. “Having these items specific to our location gives guests something personal to take home to remember the connections they made.”

For Siobahn Gilmore, store director at Naples Botanical Garden in Florida, trinket dishes made of clay and glass in the USA are top sellers. “They are affordable and we sell them in six different colors,” she said. They cost $12.99 each. Assorted semi-precious birthstone stud earrings by Raw Beauty also fly off the shelves. They sell for $35. The shop is 7,500 square feet.

Tips to Entice Sales

Home décor merchandise at Bellingrath Gardens & Home Gift Shop. Dish towels with garden themes and humorous sayings are highly popular for the store.

In order to promote sales, Hippler advised selecting items that are unique to a venue. For instance, Ashton Gardens has an annual tulip festival in the spring featuring more than 250,000 tulips across its 50 acres of gardens. The event brings thousands of guests from Utah and worldwide. For the event, the 2,500-square-foot shop orders tulip-themed items from Holland.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Virginia Holcomb, assistant buyer at Ashton Gardens, recommended engaging with visitors to find items that will work for them. “When you take time for guests and build a relationship of trust, it opens doors to make suggestions and ultimately fulfills their needs,” she said. “Often a guest won’t know what they want, and your suggestions can help. In turn, you create repeat business as well as gain new business because guests will talk about their positive experiences with others.”

When she’s looking to boost sales at her 500-square-foot shop, Lavenz finds a reason to make guests feel good about the products they’re buying. “We note items that are local, that support a charity, or promote sustainability efforts,” she said.

“Then, their purchase means more than just being another sale in your shop.”

Creating Attractive Displays

In order to get shoppers to notice a display, Holcomb uses items and tools that create height and depth. Acrylic risers, easels, props, as well as product can be used to add to a displays’ Gifts on display at the Bellingrath Gardens & Home theme and overall dimension.

Gift Shop. Loretta Potapenko, a Museum Consultant, She also advised merchandising to the flow of traffic in your has worked at the attraction for 15 years and selects shop. “If your store is an exit to your venue, consider facing and purchases all of the store’s products as well as displaying, reordering, and arranging all the holiday Continued on page 46 displays.

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Gift Report Growing Gift Sales (From page 45) displays to the main pathways angled toward guests,” Holcomb said. “This may give extra attention to your display instead of allowing guests to pass by without giving it any notice.”

Lavenz said placement is important. “If customers can’t see what you’re selling, then what’s the point,” she said. “We avoid over-crowded displays and group items to create a theme. This year we had a cabinet that featured all of our food items mixed with items like themed dish towels and kitchen décor.”

Areas of Special Interest

In addition to creating attractive displays in order to boost sales, it’s important to know your hot spots. Lavenz said children’s items are popular in part because they are kept on lower shelves and are placed in high-traffic areas. “We recently added a bargain bin for sale items and found success with both

This gift display at Bellingrath Gardens & Home Gift Shop offers options for special gifts for men.

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Personal care and candle products at Bellingrath Gardens & Home Gift Shop. Offering merchandise at different price points ensures there is something for every guest to buy, according to an official with the store.

children and adults in this area,” she said. “Part of the appeal with the bargain bin is finding that ‘hidden treasure’ and feeling good about getting a deal on it.”

Holcomb has found that areas along the main path capture the most attention. “When you have compelling feature displays in the main areas it creates curiosity for the rest of the shop,” she said. For example, a well-placed jewelry display can bring attention to surrounding items and pull guests further into the shop. Staggering displays enables them to be well seen from multiple angles. ❖

Are Statuary Sales Still Standing Tall?

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tatuary sales can be hit or miss, depending upon whom you ask. For Loretta Potapenko, buyer at Bellingrath Gardens and Home in Theodore, Ala., statuary are strong sellers until early spring. Then sales start to slow most likely because guests have what they need by then. Planters and vases from Napa are most popular.

For a brief time, Beth Lavenz,

buyer at Cedar Valley Arboretum & Botanic Gardens in Waterloo, Iowa, said the shop constantly ran out of a line of gnome statues when they were a new item.

However, interest dwindled as the season went on.

Mike Hippler, buyer at Ashton Gardens in Lehi, Utah, said statuary sales have declined in recent years. “Competing with big box retailers has made it harder to sell

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

statuary items,” he said. “Guests tend to choose bargain buys, and look online or at major retailers for the best prices. This makes sense, because statuary is a more expensive investment. Small shops that cannot afford to offer a lower profit margin on these items will hurt in the long run because they will have to wait for the right person to come along to purchase it.” ❖

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GIFT REPORT

Hot Sellers for the Home The Home Décor Gift Picture at Boutiques

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ome décor is a hot-selling item for giving and receiving these days, according to gift boutique owners and staff. All across the United States, with so many people staying home to work and play due to the pandemic, it’s no wonder; top buying choices vary but the interest in reshaping and revamping home environments is clear.

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At PopCycle in Tucson, another, whether it is one of Ariz., Store Manager Libby the prints the shop has availTobey related that among the able for hanging from over store’s top home décor sellers 10 local artists, or a little inare some that are made inhome spa kit. house. “The founders of the Heading north to Once store make these incredible in a Blue Moose, in Anchorvintage Tucson postcard-style age, Alaska, company Presiimages on old, reclaimed cabident Vernon Cates said the net doors. They’re made right shop’s top-selling home décor here, and they are one of our items are wall hangings of all most popular items. We carry kinds, from original works to a total of over 95 local artart prints. “We have vendors A view of displays at Arctic Travelers Gift Shop. ists here in all, and we have who make beautiful prints, The store does well with pieces that cannot be purchased anywhere else. all kinds of wonderful décor but a lot of our items are lothings. People are buying a cally-made, which has a lot lot of prints, coat racks, key racks, things like that. of appeal to buyers. Many of the art works are made There’s also a real emphasis on finding locally made or from metal.” He said he is seeing a locally oriented hand-crafted items for the home,” she said. shift in terms of home beautification. “We’ve noticed She observed certain changes in how people are that people have really increased their purchasing of beautifying their homes and why. “What we’re seeing Alaskan-made items.” According to Cates, “I think is that people are actively seeking more locally sourced a lot of what drives that interest is the fact that we home gifts, and that is especially true of things that are seeing more local shoppers than those from out of are creature comforts. We are also seeing a lot more town, and they want to support the community. The people buying gifts for others in that same vein. There kinds of items they buy are about the same, but where has been a lot of interest in nesting and improving they’ve been made is what’s different.” Cates presides the look of your nest. It started when COVID-19 first over nine different shops, which range in size from 600 happened, and it’s continued on.” She added, “People square feet up to 2,500 square feet. were finally buying that interesting lampshade to reAt The Old Flamingo in Salt Lake City, Utah, place the old shade that they never really liked but Sharleigh Conti is one of nine vendors at a coophadn’t thought that much about until they had to see erative space filled with eclectic goods. Each vendor it every day. They’ve been finishing up their homes, rents out an approximately 100-to-200-square-foot adding small gallery touches like the handmade key area within the store. While dressers, desks, and other racks. That is a big purchase these days.” She stressed large furniture items, particularly vintage items rethat everything people buy is home-related in one way painted and refinished by artisans, do well throughout Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Gift Report

Showcase

the shop, Conti herself is doing very well with 17 different art pieces created by a local artist. “For me, personally, I carry a lot of different wall hangings. What I have right now are some spiritual pieces, some very cool images of bugs, a buffalo, things like that. I’m always carrying a lot of local artwork that people will purchase to decorate their homes.”

She said there is no question at all that people are focused more on home improvement these days. “More and more people are buying items to improve their personal space. I think that people are also gravitating to small businesses to buy those items, certainly they’ve been really great about supporting us here.” She stressed, “When people are home all day, they see their walls and they want to look at something on those walls that’s a little different, something cool and interesting. We have a very different vibe coming into our spaces here, and we have always had a more art-interested crowd than in other parts of town.”

To draw this crowd, the vendors in the store, herself included, have increased use of social media, particularly for larger items. This is an enhancement she led. “We really all had to turn to this when things shut down, to use Instagram, to use Venmo, to offer curbside pick-up. It was something I really helped the others here with doing. And, we keep our price points quite reasonable as well.”

For Jason Shelby, owner and buyer for the 2,000-square-foot Now or Never in downtown Phoenix, Ariz., the top sellers in home décor are ceramics and candles. “We focus on uniqueness in the items we carry from all over the world. These do well for us because we try to offer spe-

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Gift Report

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Hot Sellers (From page 49) ern Lights, since we are the land known for that.” The reason her cial items that are just not found elsecustomers are interested in these where.” Like other gift shop owners and types of items is their distinctive staff members, Shelby also sees changes nature, she said. These are not, she in the ways in which people are buying said, pieces that can be purchased for their homes. “They’re more interAngelika Krinner-Croteau, owner anywhere else. “I do see that more ested in home décor overall, of course. of the Arctic Travelers Gift Shop in We weren’t doing as well with those Fairbanks, Alaska. Home décor is people want to improve the look of kinds of items - in fact we had toned not a large category for the store, their homes. In part, that is, because but Krinner-Croteau does offer I have a lot more local shoppers this down what we carried in home décor before the pandemic. But afterwards, we decorative wood boxes, candles, year, compared to other years when I picture frames, and other types of would say most of our business came saw sales go up in everything from texitems for the home. from those traveling. Now, local tiles to kitchenware, on any good quality people want to support mom and pop stores like me, practical item as well as beautiful, special items for the so they come and shop here. That has helped me to home. Home fragrance is something else that has a lot recover from the summer months, when I had no tourof appeal to our customers now, and it’s big for us – ists at all. But because they are local, they have less inJapanese incense, palo santo, scented candles.” terest in souvenir-type items, and are more interested In Fairbanks, Alaska, Angelika Krinner-Croteau, in buying things they can keep in their homes.” owner of the Arctic Travelers Gift Shop, said that From Alaska to Phoenix, the trend is the same: while she may not carry a large number of home déhome décor items are growing in popularity at boucor items in her shop, the pieces she does stock in the tique gift shops, and while the most popular pieces 3,000-squre-foot store are doing well. “Primarily I have may vary, the desire to improve the look and feel of a decorative wooden boxes, candles, picture frames, and home is universal. ❖ a lot of art and craft items, such as carvings, made by local native people. I also have pictures of the North-

Top Tips to Display Home Décor Items

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sked for their top tips on displaying home décor items, gift store owners and staff members offered a variety of replies.

At PopCycle in Tucson, Ariz., Store Manager Libby Tobey related that the shop keeps a lot of like-items together and also does color theme displays, both of which are very attention-getting for the shop. “We often keep the individual artist or artisan’s work together as much as possible, and we focus on making the pieces look the most appealing,” she said, from spacing to lighting.

Heading north to Once in a Blue Moose, in Anchorage, Alaska, company President Vernon Cates said, “We believe location is the most important thing when it comes to display. If

an item is visible from a good spot in the store, then people are going to be drawn to it. We hang a lot of things on the walls in this home décor category.”

In Fairbanks, Alaska, Angelika Krinner-Croteau, owner of the Arctic Travelers Gift Shop, said her tip is to cross merchandise most décor items. “Others, however, we have to keep in a display case under lock and key, because they are quite valuable. Things such as locally carved ivory are in that category.”

At The Old Flamingo in Salt Lake City, Utah, Vendor Sharleigh Conti said, “We arrange things, group things, within one little area for photos. When items are displayed in that way it’s probably the way that customers who come into the store, as well as

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

viewing items online, can best see them. Since we are made up of different vendors, we are probably not as cohesive as a regular store with one owner, so that is the technique that works best.”

Jason Shelby, owner and buyer for Now or Never in Phoenix, Ariz., described his well-organized display style. “We have our store set up into three areas, fashion with clothing, shoes, and accessories; furniture; and our marketplace which has a 20-foot wall of shelves and large marble cubes for display. Each shelf or cube has a different brand on each. There’s a combination of items within those areas, some are divided by theme or brands, with the biggest selling brands getting their own display and section.” ❖

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GIFT REPORT

Gifts at Waterside Stores Capturing Coastal Magic with Special Merchandise

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hen it comes to quality gifts, coastal stores have an ocean of items to offer. And among them, in many cases, best-selling high-end gifts are often hand-crafted or have a local bent.

At Ta Dah in the Cedros Design District of Solana We have some locally made high-end candles with Beach, Calif., Owner Kim McGrath said her quala beach and ocean theme, and we do well with pots ity best-sellers include pillows, accessories, geodes, and plants, including air plants. We carry ceramic and coral, and upscale kitchen and home accessories. The wood pots for our plants and those are popular, too,” mother-daughter owned store offers unusual, someshe said. “These sell well for a reason – they are locally times one-of-a-kind gifts. “Our pillows are made of sourced and they are often very beachy and coastal African mud cloth, and some are custom made. With themed which is perfect for our location.” kitchen items, we offer everything from cutting boards Maile relies on local suppliers and import items in to serving platters and boards. We also do well with her 3,000-square-foot shop when it comes to more extable-top books and succulent plants. I pensive gift items. “Today I would think these items all do rather well say people mostly go online to for us because we have a lot of find the items they carry, as clients who look for quality well as cultivating personal “We do a lot with handblown hand-crafted items. People relationships and attendglass floats and wooden stems that come in here to find gifts ing trade shows.” attach to the float. Some people at a good price point that In Lincoln City, Ore., describe our stems as vases. Both floats are top quality items.” To at Coastal Creations, and stems sell so well for us because they find these items for her Co-Owner Marie Best are entirely unique to the area.”

2,400-square-foot store, has a special focus when it - Marie Best, Coastal Creations, McGrath relies on local and comes to quality gifts, and Lincoln City, Ore. international vendors that it is a regional and special she has carefully curated. “We one. “We do a lot with handhave been doing this a long time, blown glass floats and wooden building up vendors for 15 years. stems that attach to the float.

We’ve traveled all over to find them.”

Some people describe our stems as vases. Both floats According to Rachel Maile, co-owner of Coast and stems sell so well for us because they are entirely Highway Trading in Encinitas, Calif., unusual merunique to the area.” She noted “It’s a Central Oregon chandise in a variety of categories fills her shop with Coast thing, the floats, and people just love them. We quality gift choices. The store’s philosophy is to ensell a lot of them. We buy the floats from local glass courage shoppers to enjoy the experience of interactblowers and we buy them specifically for the stems that ing with her and her staff. She’s essentially created a we make in-house. We sell local art also, and we find bazaar of items that are both artisan-made and an inour merchandise from local glass blower connections ternational sampling of items. and other artists. We carry art in all forms, including “We are a co-op and we have 15 different vendors. jewelry, painting, and wood sculptures, they’re are all Each section of our store has a theme or category. I in the store.” would say that of our gift items, high-end jewelry does Also located in Lincoln City, Carol Culbertson, very well for us, both handmade and designer jewelry.

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Gift Report Gifts at Waterside (From page 52) long-time owner of Captain Gulls Gift Place, said the quality, made-in-the-United States windchimes that the store carries do strong sales for her. “I think the fact that they are made in America helps to sell them.” The windy environment also encourages sales.

She added, “I also do well with locally made pottery, and quality sweatshirts. The latter definitely do well because of windy days at our location; we are right across from the beach. Sterling silver jewelry is another quality item that she carries and does well with.

She related that she relies on local vendors to find new items in these areas.

Culbertson started her store in 1980, after selling concrete seagulls and other statuary. The over-2,000-square-foot store is also renowned for its handblown glass items and seashells.

And on Bainbridge Island, Wash., Teresa Collier, owner of Plum, related that all of her shop’s gift items are appealing to customers because they are distinctive and locally made. The Pacific-Northwest style shop includes home goods, garden goods, apparel, books, and jewelry.

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Located right in the island community’s downtown Winslow, she said the eclectic and unusual aspect of her top-selling quality merchandise is a big part of its draw. Her personal curation is also what ultimately drives sales. “That’s true whether the items we are jewelry items or vases or the beautiful snow globes that I sell all year ‘round. Each of the items I carry is also merchandised in a way that highlights how special they are.” She said that an attractive display is absolutely key to promoting and selling quality gifts.

That said, display aside, she’s recently had to change her assortment due to the pandemic. “People are interested in more moderate gifts now. So, I needed to bring in new items, in part because people aren’t entertaining as much as they used to during the holidays.”

There has also been a style and interest change, she noted, in terms of what kinds of items are the most appealing for customers. “A lot of our floral holiday items were difficult sales this year; people were looking for items that were more comfortable and whimsical.

Things that have a tactile feel like alpaca throws do well now as well. I think warmth and comfort are definitely what feels important.”

Top Theft Prevention Tips

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op theft prevention tips often have a double focus in coastal stores: maximizing interaction with customers and keeping items visible and in cases are the key steps.

At Ta Dah in Solana Beach, Calif., Owner Kim McGrath said, “We always interact well with our customers, and we know what is going on in our store. We have cameras, and we keep small highend items in cases.”

In Lincoln City, Ore., Marie Best, co-owner of Coastal Creations, reported that “We have very few problems with theft prevention. We’re a small town, and everyone knows everyone, really.

We do keep some of our smaller higher end items in cabinets.”

Rachel Maile, co-owner of Coast Highway Trading in En-

cinitas, Calif., reported, “We try to keep higher-end items placed higher up on shelves, away from kids. We have locked jewelry cases, too. Overall, I would say that height is one major thing we do for prevention; we hang some things out of reach. But honestly, it’s also all about customer service and interacting with people as well.”

Also located in Lincoln City, Ore., Carol Culbertson, owner of Captain Gulls Gift Place, said that she also keeps certain items on higher shelves or hangs them – such as the wind-chimes she carries. Additionally, other small items are kept enclosed in cabinets.

And on Bainbridge Island, Wash., at Plum, Owner Teresa Collier has put a lot of thought

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

into creating an attractive layout for her store that also is designed to maximize theft prevention. “Our jewelry is within a 6-to-8-foot radius of our cash wrap at one end of the store. We are directly opposite the front door, so I can see people come and go. But, anything that I don’t feel is a safety issue I have laid out around the store.” She added, “I keep the flow, the visual line, open to the store, so I don’t have anything blocking that. And because we are small, I focused on maximizing the layout of the store. For example, I created a glass top over our wrap counter where people can pull out the jewelry and look at it, rather than having it locked up and inaccessible, but I can still see what is happening when they do.” ❖

Showcase

Additionally, she said, “People are looking for items that are beautiful, items of value that also give them a sense of comfort. For example, our bamboo diffusers were a new item this year that were very popular, in fact we sold out of them.”

Finding more of these higher-end gift items has led Collier to trade shows in Atlanta, Las Vegas, and New York in the past. This year, she is more focused on using online searches to find items to carry in her 850-square-foot shop. “Shopping online, that’s a little trickier. We are getting inundated with webinars, videos and online catalogs. And none of it is the same as looking at a showroom window as you are walking by, where you can see, touch, and make a quick decision.

Shopping online, it is more difficult to decide what’s best.” Despite the length of time it might take at present to find the items she wants to carry, she searches out the items that fit her shop’s aesthetic and resonate with customers.

In short, shoppers can find a bevy of high-end treasures washing up at coastal gift shops, and the time is still right to create a special experience to attract customers. ❖

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GIFT REPORT

Country and Candy Stores: Trends in Edible Gifts

By Sara Karnish

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here will likely never be a time when people don’t turn to the familiar and comfortable in times of great stress and uncertainty. That was certainly true in 2020, when the COVID-19 pandemic and its subsequent restrictions kept individuals in the safety and security of their homes. Consumers still sought out the perfect gift to send to friends and family for holidays and special occasions despite event cancellations. As a result, the timeless appeal of edible gifts continued throughout much of 2020.

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“The edible gifts increased in popularity, particularly in the last year as people were staying home and doing more cooking,” said Sandy Grunzweig, owner of Marilla Country Store in Marilla, N.Y. “You can give a gift of a food basket or ingredient basket rather than a restaurant gift card. The gift cards are great and a good way to support other local businesses, but it’s something you may not be able to use right away. We’ve also seen an increase in people buying chocolates—as people are more stressed, it’s been a nice little appreciation or treat. Edible gifts are a strong ‘go to’ gift because most people like a sweet treat. It’s harder to buy a gift of home décor or jewelry for someone if you don’t know their taste. There’s a broad spectrum of people who will always appreciate a candy treat. You have to know someone a little better to choose home décor or jewelry.”

She added, “Edible gifts are in demand because they are in some way handcrafted, and high quality. And you can fill a box of chocolates for a reasonable price and make a nice presentation. Plus there’s the notion of specialty, and it’s a nice, easy solution when you’re not sure what to get.”

Levi Tremblay, Candy Maker at Tremblay’s Sweet Shop in Stillwater, Minn., said edible gifts will never go out of style. “I think people are tired of the guesswork involved in buying gifts. ‘Is it the right size?’, ‘Will they use it?’, ‘Do they already have it?’—instead, [a customer] can send an assorted box of chocolates and rest assured each person will find something they like.” The shop is owned and operated by Tremblay’s

Sarah Niemi, bakery and candy associate, C&C Candies and Country Store. For Valentine’s Day, the store’s most in-demand gifts are chocolate-covered strawberries and breakable hearts.

mother, Marcy Tremblay.

Even the most indulgent edible gift serves a practical purpose—everyone likes to eat. Whether it’s a quick snack to munch on while working, or a sumptuous box of chocolates meant to be savored, food is a widely-accepted gift.

“Edible gifts are comforting, nostalgic, social, and an inexpensive way to provide a lasting memorable treat to loved ones,” said Missy Swenk, manager of Continued on page 58

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Country and Candy Stores (From page 56) of classic favorite candies. It stirs up a certain kind of emotion and people really enjoy it.”

Port Clinton Peanut Shop in Port Clinton, Pa. Their Jenny Solt-Cerato, owner of Jenny’s Sweets and in-demand gifts are “fresh-roasted peanuts, roasted on More in Lehighton, Pa., said clear toy candy is curthe premises, and kept in a warmer, are available in rently one of their biggest sellers because of its nostalfour different temperatures—light, medium, brown gia factor. “People want the clear toy candy any time and extra brown, many popular homemade specialties of year,” she explained. “They’re a memory. Many such as peanut rolls, caramel corn, fudge, chocolate people have good memories of childhood, and if they covered bacon, special made gift baskets and trays, can attach something to it [a food], an abundance of nostalgic novelties, there’s an emotional connection.” licorices from all over the world, jelAmy Clauser, co-owner of C&C lies, gummies, and gourmet chocoCandies and Country Store in Frielates.” densburg, Pa., said edible gifts are Nostalgia and uniqueness have consistently strong sellers. “It’s our emerged as two major trends in business [food], but we’ve definitely edible gifts. Customers are drawn seen an increase since COVID— to the nostalgic treats from their people are buying more comfort-type own childhoods and often purfoods. People are more willing to buy chase these items as gifts for loved a pound of chocolate versus a half ones or splurge on a little bit of pound,” she pointed out. comfort for themselves. Grunzweig Retailers said customers look for said the “homey” feeling of their edible gifts unique to a particular re6,000-square-foot country store cargion. “Most of our energy goes into ries over to the products they sell, making delicious and unique prodand customers notice. ucts,” said Tremblay. “We use the “We’re a 170-year-old country Tremblay’s Sweet Shop Owner Marcy store. It’s a very unique experience Tremblay with son and Candy Maker Levi same family recipes from when we opened in 1963. We offer lots when you walk in—it’s the original Tremblay. Levi Tremblay said assorted chocolates make great gifts. of options - fudge, brittle, turtles, building complete with squeaky caramels, truffles, toffee, and alfloors—and there’s a nostalgic, mond bark. From there, the candy sort of sells itself. If comforting sort of feeling. Given the ‘thing’ you feel it tastes good, people will order again.” when you walk in, people hearken back to a sense of Cocoa bombs—hot chocolate mix and marshmalnostalgia. People find candies and other things they lows inside a chocolate shell—have been a new item had as children—like penny candy, jarred candy, and on the market that’s quickly become popular in a few licorice. People tend to gravitate toward these items months. “In December [2020] we started selling the for gifting, and one thing we do is to put together a bag

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cocoa bombs, and they were a huge hit,” Tremblay said. Clauser said cocoa bombs have been popular for them, as well. “We started selling them around the beginning of December, and sold about 1,000 throughout the holiday season,” she said. “Coming up on Valentine’s Day, our most in-demand gifts are definitely chocolate-covered strawberries and breakable hearts.”

C&C’s retail operation measures approximately 2,500 square feet; their overall best-sellers in the chocolate line are “peanut rolls—buttercream dipped in milk or dark chocolate and rolled in peanuts. They’re kind of a regional specialty,” Clauser explained.

Similarly, Grunzweig said their biggest seller— sponge candy—is also a local favorite. (Sponge candy is a light, airy confection with a molasses flavor. It may be dipped in chocolate or served plain).

Display is always important when it comes to boosting sales, and it is especially critical for edible items.

“For things like chocolates and other quality items, you want to show them in a quality presentation,” Grunzweig explained. “It’s important to pull some things together to make the suggestion of what a gift could look like. Sometimes you have someone come in who’s not sure what they’re looking for. Having some

Marilla Country Store Customer Service Associate Hope Huff, photographed both masked and unmasked. The owner of this Marilla, N.Y., store said chocolates have been selling well during the pandemic.

things on display will help the shopper. It’s important things look fresh and quality if you’re giving a food gift.”

Solt-Cerato said, “talking to people” is an effective selling tip, and having clean, organized displays also drives sales. “When people come into the store and I speak to them about something that’s new, it will sell better than just setting it out,” she explained. “We get a lot of feedback from our customers [about our displays]—they like how clean, neat, and orderly it is. It’s Continued on page 60

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Gift Report Country and Candy Stores (From page 59) important to customers to come in and not feel crowded. They don’t want clutter.

They like that things are organized.”

Displays and packaging are also a great way to raise brand awareness. Logoed stickers on candy boxes and other packaging, special gift bags, and other items are just a few ways candy and country stores set themselves apart from other retailers. Tremblay said their customers appreciate the extra touches their store provides.

“We have various sizes of gift boxes, along with ribbons, wrapping paper, and customer enclosure cards,” he explained. “We leave this up to the customer, as they’re often just as happy putting the candy in a paper Tremblay’s bag.”

‘Uniqueness’ doesn’t just include the products; it’s about creating an entire special shopping experience. “We don’t have a lot of fancy gourmet products— homespun, authentic products work best for us,” Grunzweig said. “We sell a lot of maple syrup, which isn’t fancy but it makes a great gift. Authenticity around what the products are and pulling them together in a nice presentation or gift solution has worked for us.” ❖

Marilla Country Store Owner Sandy Grunzweig. With people staying home and doing more cooking, edible gifts are more popular than ever, Grunzweig said.

Selling Sweets: A Little or A Lot? 60

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ometimes we just need a little treat to satisfy our sweet tooth; for other occasions, buying in bulk is the best solution.

Retailers selling edible gifts are happy to accommodate customers’ wide-ranging needs. “The size of the gift usually depends on the number of recipients,” said Levi Tremblay of Tremblay’s Sweet Shop.

“We sell everything from one to two individual chocolates to large trays fit for groups of people,” said Missy Swenk, manager of Port Clinton Peanut Shop. “At the Peanut Shop, people can buy as much or as little as they’d like—“Providing options to customers sell the best …

We even have 50-pound bags of peanuts in their shells for customers who desire them.”

Typically, however, retailers said smaller quantities sell best. “We do offer to purchase in bulk if a customer would like

Marilla Country Store Customer Service Associate Susan Pundt behind a counter. The owner said smaller-sized quantities make for a reasonably priced gift that still offers a lot of treats.

it, say for a birthday party, but I think people like to have a little taste of this, and a little taste of that,” said Jenny Solt-Cerato of

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Jenny’s Sweets and More. “Our gummies, for instance—we put together a Sample Pack with nine different gummies. We give them a little selection, and that’s what sells.”

Clauser said different sizes sell better at different times of year. “For the Christmas season, a two-pound box will sell better than a half-or one-pound,” she explained. “Easter, we’ll sell more half- and one-pound boxes. I would say the smaller amounts—half- and one-pound— are our more popular items.”

Said Sandy Grunzweig of Marilla Country Store, “Smaller is better. You can pull together multiple things as a reasonablypriced gift and people feel they are getting a lot of treats. You wouldn’t necessarily want to buy a large quantity of something for the person’s pantry shelf—that would be more of a grocery order than a gift.” ❖

ASD GIFT AND GENERAL MERCHANDISE SPECIAL REPORT

Making the Customer Count Best-Selling Merchandise at Pharmacies, Variety, and Discount Stores

By Genie Davis

A

t pharmacies, variety, and discount stores nationwide, best-selling merchandise is a rich potpourri of customer favorites. For this article, five store owners and staff members described their top sellers, as well as the customer base they work hard to reach.

In Seattle, Wash., at Osara Commissary, Owner David Allison presides over a Japanese variety store that features food and snacks, housewares, stationery, handbags, kimonos, and plenty of Studio Ghibli ware.

But right now, his best-seller is a product that’s locally made: by his wife. It doesn’t get more local than that.

“My wife’s original hats and beanies are doing the best for us by far. She does Japanese hats with cats and Japanese writing on them. Chopsticks and sake sets are also good sellers, as is our Japanese pottery,” he reported. The reason? “Each of these items are unique.

We try not to offer the same items you see everywhere, and they are practical at the same time, too. Artistic but practical is what we sell.”

With that in mind, while his 500-square-foot location in Pike Place Market traditionally drew a

strong tourist base, there has been a shift in customers. “Since COVID-19, our customer base has mostly been local, and of all ages. We are popular with young people on up. We’ve built a loyal clientele since we opened, and they are the ones that have kept us going for the last months. They bring in their friends as well.” He noted, “People from Seattle used to hesitate to come to Pikes Place Market because of the crowds, but now they are rediscovering it.”

At the Big Box Outlet in Monroe, Wash., Manager Colin Carlson described the store’s best-sellers as “furniture and clothing. We carry pretty high quality for our prices, and we have a good mix of things, mostly Continued on page 62

Funny, happy candles are best-sellers at The Star Store, according to the owner and buyer. Pictured are selections from Happy Candles and Malicious Women.

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ASD Gift and General Merchandise Special Report

A mug display at The Star Store. The shop’s mix of younger and older patrons is made up of locals and tourists.

Making the Customer Count (From page 61) items that were overstock. People can check out items on the floor, and if they like what they see, they go with it.” Having the ability to view the products first hand elevates sales, he said. Another important element is customer service, he attested. “We have a good routine, too, helping people, and that along with our pricing and our location, the whole kit and caboodle really, attracts buyers and makes us worth the trip for people.”

Carlson said the store has a wide diversity of shoppers from throughout the state. “We do get a lot of local shoppers, but people will come from all over, Spokane, Yakima, you name it. We cater to everyone by having such a great variety of things to buy. We have a little grocery, furniture, big box store items, which means really everything,” he said, adding, “We

Tips from the Experts

Display Advice from Owners, a Supervisor, and a Manager 62

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sked for tips on gift display, store officials at pharmacies, variety stores, and a discount store provided answers that suit their locations.

In Seattle, Wash. at Osara Commissary, Owner David Allison presides over a relatively small space that he keeps “well organized. We keep our like-items together, all chopsticks next to all sake sets in a section, that type of thing.”

Things are only slightly different at the large Big Box Outlet in Monroe, Wash., according to Manager Colin Carlson. “We do holiday groupings, putting special items in the front of the store by the windows so people can get a taste of a seasonal or popular trend. In general, the store is organized by section, whether it is apparel or grocery or furniture.”

In Eugene, Ore., Natalie Ferguson, supervisor at Hirons Drug, said, “Seasonal display is big for

us, and we also do themes of items, like unicorn items, or mermaids, or camping.

We do more basic items organized in a rainbow of colors.”

On Whidbey Island, The Star Store in Langley, Wash., also uses themed vignettes, Owner and Buyer Tamar Felton reported. “Everything A cocktail gift display at The Star Store in Langley, Wash. Glassware, barware, and anything related to in my store has a mixing a cocktail, are selling strongly for the store. The story, and I also work owner and buyer uses themed vignettes when displaying merchandise. with color coordination, such as coordi“The jury is still out, we have tried nated apparel colors next to linens thematic, we’ve tried cross mernext to cookbooks next to dinner chandising and like-items togethware. I have done this for 36 er. It’s easier for me to keep track years, and it seems to be working. of things when the same items are If something is working, do it.” together, cross merchandising is In Los Osos, Calif., at Tewell harder. But it’s difficult to tell in Los Osos Rexall, Owner Jason terms of numbers of sales which Tewell said he’s not sure what type of display works best for us.” display technique works best. ❖

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

have an enormous selection and great prices. We have a very cool eclectic mix of things, such a unique variety that you wouldn’t think you’d find here, and that sort of treasure hunt mentality attracts everyone.”

In Eugene, Ore., Natalie Ferguson, supervisor at Hirons Drug, related that the store’s best-sellers include “Boma earrings and rings, Woodwick candles, and funny gag items like unicorn-themed items, Sasquatch items, little sound machines, mystery boxes, and hats for cats. Those items are more of a spontaneous buy.” She said the items all sell well in part because of their placement in

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Osara Commissary Co-Owner Mikako Hamaguchi, pictured, makes hats and beanies that are best-sellers for the Seattle, Wash., store.

the store. “The gag gifts are in our middle aisle which leads up to the register. The other items are kept near the front of the store.” The Boma earrings and rings are also popular because they are made with precious metals, which the company promotes as being easy and non-allergenic on the skin.

Ferguson said customers are a good mix of all ages at the store. “There are many young shoppers because of the students in the area, and we have older clientele as well because of the phar-

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ASD Gift and General Merchandise Special Report

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Making the Customer Count (From page 63) a lot, which of course people are doing right now.” Felton said, “Glassware and barware, anything you can macy in our store. So, to suit them all we have a wide mix a cocktail in, shakers, glasses, things like that, variety of merchandise. We’re known as a kind of ‘evare also doing great. People are buying a lot of cards, erything’ store that includes a little bit of something because they can’t visually be with someone, so they for everyone.” send cards instead. Puzzles On Whidbey Island, and games are also big sellThe Star Stores in Langers.” She includes gloves, ley, Wash., carries a large hats, and scarves as also doing array of goods with some well, as people turn to walks fun best-sellers, accordoutdoors and similar activiing to Owner and Buyer ties. But, she suggested that Tamar Felton. judging from her top sellers, “Right now, candles “I think people are sitting are doing great, especially around by candlelight writfunny and happy candles. ing cards to their friends or There’s the snarky, upworking puzzles, and drinklifting and fun Malicious ing a homemade cocktail in a Women line, and we acnice glass.” tually have a line that is Felton’s customers are a called Happy Candles. mix of locals and travelers, They’re well-priced and both young and old. “We have clean, fresh scents have things to appeal to evthat’s especially appealA Star Store display of Little Feminist gifts. Puzzles and eryone. We have a baby deing to enhance the home games are big sellers for the store. partment, men’s, women’s, when you’re staying home

Pandemic Operational Changes: Which Are Permanent?

T

he COVID-19 pandemic has brought many changes to pharmacies, variety stores and discount shops. But which changes are permanent?

At Osara Commisary, Owner Davis Allison said his Seattle, Wash., store will keep their online store going for sure. “But I sure hope I can talk to people in my store without a plastic barrier between us again,” he said.

In Los Osos, Calif., at Tewell Los Osos Rexall, Owner Jason Tewell cited curbside services as change he wants to keep. “It’s been a big thing for us this year, and I don’t know why I haven’t been doing it for the last 10 years.”

At the Big Box Outlet in Mon-

roe, Wash., Manager Colin Carlson doesn’t know what changes will be permanent, noting that he began working with the company during the pandemic. “I do know we have beefed up our online presence.”

In Langley Wash., on Whidbey Island, Tamar Felton, owner of The Star Store Drygoods agreed that it is hard to tell what changes she will keep and what she will not. “I haven’t been attending markets and shows, so I have to do more online buying which is a nuisance, not being able to have that hands-on feeling. In March we started paying hazard pay, an extra $2 for everyone in the store, and that is coimng off the bottom line. And all the sanitation

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

procedures and supplies for the pandemic comes off our bottom line, too. I’m probably not going to keep any of this going after the pandemic ends. An online website isn’t for us either,” she said.

“We usually tend to have small amounts of items, and the items change a lot. I did some clusters of photos on social media when the pandemic began, and I honestly found that more work than it’s worth.” There is one thing she may keep, however. “We do curbside pick-up now. We started that early on and continue with that, and that’s been successful. I don’t know if that is something we will continue or not, but I am definitely considering it.” ❖

and kids clothing, toys and puzzles for infants to adults, home décor items, everything. It’s essentially a contemporary, hip, department store/variety store, that’s us. We even have dinnerware, for when people can entertain again.” The 9,000-square-foot store also includes groceries in its merchandising mix.

In Los Osos, Calif., at Tewell Los Osos Rexall, Owner Jason Tewell has a tasty best-seller in Abdallah Chocolates, gourmet candies from Minnesota. “They have wonderful sea salt caramels and things like that,” he explained. Also popular are Hobo leather purses for women. “They’re made of high-quality leather and we have a big cult following for those. People come from all over to buy them.” Additionally, he noted that the store has changed a lot in its gift merchandise over the last year. “We’ve gone with more local artists, things like that.” All ages shop at his 3,000-square-foot store.

“With a full-service pharmacy we get lots of traffic from that.”

A large variety of merchandise at all three categories of stores - pharmacies, discount, and variety shops – draw a varied customer base, one just as diverse as the merchandise that store officials described as top sellers. ❖

Tamar Felton, owner and buyer, The Star Store, Langley, Wash., photographed in Las Vegas at the M.A.G.I.C. and The International Souvenir & Resort Gift Show event. Due to the pandemic, Felton’s markets have had to be online using digital platforms. She said this has made buying much more challenging, as she is a “hands-on, detail-oriented person.”

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F E AT U R E D A D V E R T I S E R S A 01 Alaskan Suncatchers....... 77 www.alaskansuncatchers. com 02 Americas Mart................. 25 www.americasmart.com 03 American Style Sunglasses..................... 63 www.americanstylesunglasses.com

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C/D 12 Capitol Earth Rugs.......... 49 www.earthrugs.com 13 Desperate Enterprises..... 47 www.desperate.com

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30 Momadic......................... 98 www.momadic.com 31 Monogram International... 79 www.monogramdirect.com

N 32 Nate’s Candy Jar............. 59 www.natescandyjar.com 33 Nature’s Retreat.............. 16 www.naturesretreat.net 34 North Country Wind Bells....................... 55 www.northcountrywindbells. com

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50 Wheeler Manufacturing.... 41 51 Whistle Creek.................. 75 www.whistlecreek.com 52 Wikki Stix........................ 89 www.wikkistix.com 53 Wild Attire......................... 7 www.alynn.com

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NAME-DROPPED AND CUSTOM PRODUCTS

Where Souvenirs Sell Name-Dropped and Custom Products at Zoos

D

espite, or maybe because of, the pandemic, purchasing name-dropped and custom products at zoos is a part of the fun for shoppers eager to see the animals and bring home a souvenir or gift.

At the Roosevelt Park Zoo in Minot, N.D., Public Program Manager Andrea Tronson also manages the gift shop. Her store was closed for a portion of the pandemic but is open again now, during these slower winter months. “Despite that, I would say our name-dropped items sold better than ever. I have a few leftovers from last year, but very few. People were super eager to support the zoo when we reopened.” She speculated that “They wanted to get out and visit when they hadn’t been out for months, and their enthusiasm supported us.”

68

Her strategy for ordering name-dropped and custom products in 2021 is, as always to “order the bare minimum, and then if an item does well, I put in a pre-order for the following year.” To find the right items for her shop, she said, “It’s always somewhat of a gamble to pick a new name-dropped product, but I look at the high sellers from the year before, and I also do some research into new products. We don’t have a set strategy.”

In Austin, Texas, Kim Sessions, director of administration and the gift shop buyer at the Austin Zoo, related that the zoo closed from the Saturday before spring break until May 31. “We missed our busy Memorial Day weekend, too. So, just because business is slow our per cap is down, but our name-dropped plush always outsells any other product, and that stayed true.” Overall, she said, name-dropped sales were likely “about the same as any year but at a lower percentage. Spring break is normally our busiest week of year and so we had ordered a ton of product. Since we were closed then, we are still selling that same product that normally would have sold in the three-month period we were closed.”

In 2021, Sessions is changing her ordering regimen to some extent. “We are not taking advantage of some of the incentives offered when you order a big dollar amount of items and qualify for free shipping. We are by-passing that and ordering only as needed, and in smaller dollar amounts as well.”

When it comes to picking new items to name-drop, she focuses on new animal arrivals at the zoo. “We have had a few new rescues come in while we were closed, including the white tiger which is unusual and very popular, and a zebra Continued on page 70 Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Serina Preach, gift shop lead, photographed with binoculars and jumbo plush, at the Wildlife Safari. New, updated, and fun merchandise is being brought into the store, according to Gift Shop Supervisor Crystal Banks.

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Crystal Banks, gift shop supervisor with the Wildlife Safari in Winston, Ore., photographed with Cheetah love shirts. The operation has stayed open during the pandemic, running a highly successful outside shop during the warmer months.

Where Souvenirs Sell (From page 68) we didn’t have before. So, we are focusing on getting new items to tie in with those animals to name-drop,” she explained. “We had little Austin Zoo vests to go on our stuffed animals that were finished before spring break and the company held them for us when we couldn’t take shipment. We will eventually get the 144 of them in small portions; I bought them already for the white tiger and the lion, and we have actually sold those pretty quickly.” She added that plush is among the most popular items in the gift shop, and that’s an area she will focus on, knowing it will move quickly. The gift shop is currently in the process of moving back inside to an approximately 800-square-foot space after taking products outside earlier during the pandemic.

Crystal Banks, gift shop supervisor at Wildlife Safari in Winston, Ore., has stayed open the entire pandemic. “We opened an outside gift shop, and we had some name-dropped items out there that sold really well. In fact, the outside gift shop sells beyond belief for us.

When we were able to open up on the inside, we still had the outside going until winter came, and then we took it down. Inside, things have slowed down,” she noted. “Overall, however, I have only a few leftovers, and those are clearance items that I won’t be reordering.

We’re trying to get some new products in, some new, updated fun stuff.” With that in mind, she’s looking for items that are “maybe more practical but still make a nice souvenir. We’re also ordering some brand-new stickers we’ve never had before, and keychains and magnets. Brand-new for us currently are custom blankets that feature our animals on them. They’ve been doing really well for us,” she reported.

Banks selects items to name-drop by looking through catalogs. “I have a team

Displaying Name-Dropped Items at Zoos

W

hat’s the best way to display name-dropped items at zoo gift shops? For this article, store staff members recommend mixing things up.

At the Roosevelt Park Zoo in Minot, N.D., Public Program Manager and Gift Shop Manager Andrea Tronson said, “We cross merchandise with items that are not name-dropped. We don’t keep them in one specific place.”

Kim Sessions, director of administration and gift shop buyer at Austin Zoo in Texas, related, “We mix our name-dropped plush in with others by size groupings of medium, large, small. We do tend to put our name-dropped items in

a more prominent position within each category. Whatever the products are, they need to stay with a similar product, we do not separate our name-dropped items from others of the same type. It’s the same with our key rings, we move them maybe a little more front and center, but the namedropped keyrings are right there with the others.”

In Winston, Ore. At Wildlife Safari, Gift Shop Supervisor Crystal Banks uses both separate displays for name-dropped items and cross-merchandises as well.

“We mix it up,” she said.

Meanwhile, in sunny Arizona at the World Wildlife Zoo located in

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Litchfield Park, Gift Shop Manager April Harper keeps her namedropped items scattered throughout the store. Also in Arizona, at Bearizona in Williams, Samantha Haley, gift shop manager and buyer, said, “When displaying name-drop items we have found that merchandising like-items and similar price points together works. Grouping similar items together like stickers, patches, and pins make nice displays.”

In short, name-dropped items are an integral part of the merchandising mix across the board, and most often do not stand apart from similar items. ❖

with me when I do, and we decide together what we like, so it’s not all my decision. Teamwork helps me find good items, and it gives you a different perspective. I also have a great relationship with our existing vendors who also put their two-cents in. I have a great team to work with overall,” she said. Plush is not as big a name-dropped item for her gift shop as it is at some other zoo parks. “The only have two plush animals name-dropped with jackets. We do well with name-drop items like magnets and stickers, and our jackets, which are a great seller.”

At World Wildlife Zoo in Litchfield Park, Ariz., Gift Shop Manager April Harper said the zoo closed for five months and only reopened September 3. “Now that we have opened again, we’re doing fantastic, even though we were closed during our busy season. We’ve just made our third reorder in fact, and are doing great with T-shirts and key chains, and plush bobcats. I think because people aren’t going on vacations out of state, they come for a visit and they are buying.”

Her plans for name-dropped items this year includes a goal of getting the zoo’s name or logo on plush items. “Parents do want that, and I’m on the lookout for ways to do it. We tried to order these little wood name tags that have our name on them to put on our merchandise, but it wasn’t Continued on page 72

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Name-Dropped and Custom Products

Faith Highwood, a gift shop employee, photographed with a tiger blanket, at the Wildlife Safari.

Custom blankets are selling well for the shop.

72

Where Souvenirs Sell (From page 71) quite what I wanted.” Harper finds mood rings with the zoo’s name are hot sellers, as are pins and patches. Like Sessions in Austin, she often picks new name-drop items for the 1,000-square-foot shop based on the zoo’s animals. “We just had a baby giraffe, and we have jaguars and tigers; anything plush and name-dropped for those animals does well.”

Elsewhere in Arizona, at Bearizona in Williams, Gift Shop Manager and Buyer Samantha Haley survived an early 2020 gift shop closing until protocols were implemented to keep staff and customers safe. “We re-opened our gift shop in May 2020. Most guests that come to our park want a souvenir to remind them of their visit to our park. Our name-drop items did exceedingly well, and we sold out of most of them by the end of summer,” she said. “My strategy for ordering name-dropped items for 2021 has been to get orders in early. The market and availability have been a little unpredictable, so keeping in touch with vendors is important for any updates.”

Picking new items is all about keeping things fresh for the shop, Haley asserted. “I look for things that are not too similar to current inventory. I select items that are themed to our park and what the guests will see while they are here. When picking plush toys, a simple ribbon around the neck with the name-drop makes it unique to your location. With T-shirts we have found that humor is fun, while also having simple options to cater to different guests.”

Name-dropped items of all kinds are, in short, “zoo-tacular” at animal attractions nationwide. ❖

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SJT Enterprises, a 36-year-old consumer products company, has announced the addition of flexible, promo fridge magnets that wholesale at only 39 cents.

These business-card size magnets measure 2 inches by 3.5 inches and are available in 200 beach-themed styles that can be name-dropped at no extra cost. There is a free floor display available for these Made in the USA gifts.

“People love to bring back a little gift from their vacation for friends and loved ones. With our beautiful new flexible-type magnets, they can get a bunch for $10,” said SJT President Tim Smith. “There are 200 different styles – fun beach sayings and sea life photos – so they have a huge selection. At $1.99, or 8 for $10, they’re a great money maker for the retailer as well AND they are made in the USA”!

(To see all the options for different areas of the United States, visit www.39CentMagnets.com. More display options will be added over the next several months!)

Made in the USA and only 39 cents each, flexible magnets from SJT Enterprises can be name-dropped free.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

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There is a free floor display available for the beach-themed, business-card-sized magnet line from SJT Enterprises.

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NAME-DROPPED AND CUSTOM PRODUCTS

What’s Sure-Selling and What’s Not So Successful Name-dropped and Custom Products at a Selection of Nature-Oriented Stores

By Carimé Lane

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ame-dropped apparel takes first place as the best-selling name-dropped and custom product at the caves, caverns and public lands partner stores that were interviewed for this article. Read on to hear more about their best-selling name-dropped and custom items, along with some of their unexpected successful–and less successful–merchandise purchases.

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Apparel, especially T-shirts, are the top selling name-dropped items at the approximately 1,200-square-foot Polar Caves gift shop in Rumney, N.H., said Alex Templar, general manager. He said guests of all demographics can easily pick up a T-shirt and take a part of their experience home with them. As well, purchasing clothing is a way for guests to “show off” an activity or place they’ve experienced. The Polar Caves also has established a history. In 2022, the business will be 100. As a result, anything with their name on it sells well, Templar said.

The Polar Caves gift shop has been conservative with their ordering during Covid, Templar said. However, they were surprised to see an increase in their sales of tie-dyed items.

“I think people are looking for a little shot of something to be happy and excited about Guides photographed with mugs were, left to right: Olivia R., Anya J., Macey right now,” Templar said.

E., Tanner J., Gavin J., and Dylan J., of the Black Hills Caverns in Rapid City, They’ve seen a decrease in sales of gifts in S.D. Higher-priced logo stoneware mugs sell well for the location. general (not name-dropped or custom items), even before COVID started, Templar said. start to incrementally discount items that aren’t sellBut custom and name-dropped sales are still going ing, while still trying to recoup their costs. strong. However, in the summer, sales of black T-shirts The “Ding” Darling Wildlife Society in Sanibel go down.

Island, Fla., has two gift shops that are 1,500-squareIf an item isn’t selling, the shop holds onto it for feet each. Apparel and hats are the best-selling two years at most. At that point, Templar said they’ll name-dropped items here, said Ann-Marie Wildman,

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Name-Dropped and Custom Products manager and buyer at the Society gift shop. They’re a universal gift for everyone, and, as the Society is a travel destination, guests also favor these items because they’re non-breakable items that can easily be slipped into a suitcase. The Society’s apparel features manatees (alongside slogans like “life in the slow lane,” to capture the laid back nature of the manatee), spoonbills, Kathy Johnson, owner of Black pelicans and alligators, just to name Hills Caverns. A great experience a few. at the attraction can put guests in Wildman thought she might be the mood to spend, Johnson said. taking a chance when she brought in a face mask embroidered with their logo and spoon bills. They were sold at $25 each, and they couldn’t keep them in stock. Wildman procured a local artist and materials to make additional masks. Now, they sell masks that feature other animals, such as a manatee, and holiday-themed masks as well.

“They fly out the door,” Wildman said.

Wildman said no name-dropped items have sold particularly poorly at the Society shop. She tries to circumvent any issues by ordering new products in small quantities, without name-drops at first, to assess the quality of the items. She may also put these items out on the floor to see if people like them before name-dropping a product and buying it in larger quantities. She has also noticed that some clothing sizes are not great sellers – such as men’s size smalls. She’ll include any unsold merchandise in sales throughout the year.

At the Catalina Island Conservancy, Denise Morris, manager and buyer for the gift shop says prickly pear items, backpacks, T-shirts, Catalina Island fox plush, stickers and hats are all top sellers in her store. Customers buy these items because they are interesting goods that they won’t find elsewhere, Morris said. “They want something with the Conservancy name and logo that they can Plush toys at Polar Caves. The gift store has been conservative with their merchandise Continued on page 76 ordering during the pandemic.

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Name-Dropped and Custom Products

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What’s Sure-Selling (From page 75) visitors are on vacation and looking actually use and that reminds them of for a souvenir to remember their fun their trip and their time on the lands,” experience by. As vacationers, guests Morris said. could also be buying apparel for Prickly pear-infused name-dropped more practical reasons, like needing items, including honey, jelly, syrup, some clean clothes, Johnson said. truffles, mints, lollypops, chocolate Last year in particular, was a big year bars, and tea, are top-sellers. And, out for T-shirt sales. Johnson had to reof these items, the honey and jelly were order mid-season, which she doesn’t the best-sellers. Customers select these usually have to do. items because they’re intrigued by the The Caverns are a family attractaste of prickly pear, Morris said. tion, so Johnson doesn’t typically of“Prickly Pear grows on the island fer many higher-end items. However, and is very tasty, though it has many Ann-Marie Wildman, manager roughly three years ago, she took a seeds in the fruit, not to mention the and buyer, “Ding” Darling Wildlife chance on beautifully glazed stonecactus barbs,” Morris said.

Society in Sanibel Island, Fla. The ware mugs, with price points of $30– Morris also brought prickly pear lo- society has two gift stores, and tion into the store. She wasn’t sure how apparel and hats are best-sellers $40 each. Since then, she’s had to re-order them every year. They have well it would do, considering it was sold in the name-dropped merchandise category. four or five designs with the same at a higher price point than other lotions logo on their shelves at any given they stocked in more common scents. time–from a large, October stein mug to a smaller ramSo, she was surprised at how well the Prickly Pear lotion sold – in fact, she can’t keep it in stock. bler mugs. No matter what type of mug she orders in, they all sell. She said guests may pick them up because On the other hand, custom and name-dropped they’re made in Minnesota. She also thinks the great products that haven’t sold as well at the shop included experience guests had while at the caverns may make wooden toothpick holders, children’s T-shirts, blanthem more willing to spend money. Items with highkets, towels, and coasters. er price points seem to be trending in general in the Kathy Johnson, owner of Black Hills Caverns, said, last couple of years, Johnson said. She’s been noticing says name-dropped T-shirts are the number-one seller a tendency for customers to buy an item at a higher at their 2,000-square-foot shop, mainly because their

A name-dropped T-shirt and hat from the Polar Caves gift shop. At the Rumney, N.H., attraction, apparel is a name-dropped top seller.

Guides at Black Hills Caverns are shown here with logo T-shirts. They are, from left to right: Seth S., Gavin J., Olivia R., Macey E., Anya J., and Adam E. Name-dropped T-shirts are the number one best-sellers for the attraction.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Showcase

price point when it really resonates with them.

On the other hand, Johnson expected cork coasters to sell well.

They were a good quality product that didn’t absorb water, or stick to the glass – only to fall off later.

Denise Morris, gift shop manThey were also reasonably priced at ager and buyer, Catalina Island around $2 each (and cost the shop Conservancy, Long Beach, Calif. under $1), but just didn’t sell. Shot The conservancy’s store offers glasses were another product that a wide variety of name-dropped items, including foods, apparel, didn’t go over well. toys, and accessories.

In general, Johnson gives a product two seasons. During that time, she’ll move items around to see if the product may not be selling in a particular location in the store. However, after that, she’ll place the product in a spot by the register to be given away with particular purchases. For example: when guests buy a mug, staff can throw in a coaster to go with it. Johnson said they don’t necessarily do this all of the time, but often do these hand-outs when they have a big sale or promotion.

“It works twofold,” said Johnson. “It helps us clear the inventory out and it gives somebody that has stopped by us another name-dropped item they can have when they get home.” ❖

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NAME-DROPPED AND CUSTOM PRODUCTS

Where the Name of The Game is Sales Sports Licensed Products at Sports Stores

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ports jerseys and baseball caps are hardly formalwear. But even by the casual standards of licensed team merchandise, Martin Wilson has seen a pandemic shift at On The Field, his Seattle sports emporium. “Loungewear is definitely the trend this year,” he said, noting that Americans are staying home and dressing down. “Pajamas and sweatpants are selling two to three times as much as they were before.”

The store is still open for in-person shopping, so game day traffic drives sales. When the Seahawks are playing, team jerseys and beanie style hats fly off the shelves. Baseball caps and inexpensive T-shirts do well during Mariners games, while Sounders soccer fans scoop up jerseys and team scarves for their matches.

Few places are as football mad as Lincoln, Neb., 78 where Best of Big Red sold 1,500 Cornhuskers licensed hats during home games last season. “We sell a ton of headwear,” said Joey Rupp, manager and buyer for the two store locations. “Hats are just a thing guys like to wear.” Styles range from popular trucker hats, ball caps and knit bucket hats to the adjustable fits that make men devotees. “A lot of hats look like they’re fitted, but they’re actually just one size,” noted Rupp. “Ours actually come in sizes, and guys like that.”

Ladies also buy hats, but they don’t stop there: licensed team apparel in feminine styles are such a trend that Best of Big Red’s downtown location devotes half its retail space to a women’s boutique. “Crop “Loungewear tops have been is definitely the trend very popular,” this year. …Pajamas and Rupp reported.

Women have sweatpants are selling two also snapped to three times as much as up sweatshirts they were before.” and other tops - Martin Wilson, in this year’s On The Field, trendy corded Seattle, Wash. fabric, like a softened version of corduroy. “It’s an

“

”

old fashioned, ‘70s style fabric, and it’s started coming back,” Rupp noted. “It’s very comfortable. We keep selling out.”

Best of Big Red has a secret weapon when it comes to official team merchandise: legendary former Huskers coach Tom Osborne is the owner’s father. “We can get Tom to sign stuff for us anytime,” said Rupp. Helmets, footballs and other memorabilia are among the top sellers, some signed by baseball and basketball coaches as well. The store’s walls are lined with plaques crafted from 1990s stadium turf — nostalgic, one-of-a-kind souvenirs of the decade when the Huskers won three national football championships.

In Mississippi, the Biloxi Shuckers team store is open by appointment for fans who want to peruse the merchandise in person. Most sales these days at the Continued on page 80

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

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Name-Dropped and Custom Products Where the Name (From page 78) “Before, we just jammed as much as possible out there,” said McGilvray of the Tacoma Rainiers store.

Minor League Naseball store are online orders or curb“Now, we’re conscious of trying to be a little more conside pickup, said General Manager Hunter Reed. scious about putting less stuff out there on the “Hats and T-shirts — that’s the majorfloor at any time. We’re trying to make ity of orders that we’re filling,” said it as easy as possible for people to find Reed. “And if someone wants to what they need without having to “We sell a ton come in, we can open the store flip through a lot of merchandise.” up for them.” Popular gifts inof headwear. Hats are The Pittsburgh Fan, a store clude novelties like baseball just a thing guys like to catering to all the major sports cards and lapel pins. wear. …A lot of hats look like in that city, has also done some Online sales are way they’re fitted, but they’re actusubtle rearranging. “We’re a up and in-store purchases ally just one size. Ours actually small store, so we had to come down at the Tacoma Raicome in sizes, and guys like up with some new ways to disniers official store, accordthat.” play things,” said Assistant ing to Manager Kyle Mc- Joey Rupp, Manager Rob Starr. “We’ve Gilvray. “And we always Best of Big Red, spaced it out a little more so that had curbside pickup, but now Lincoln, Neb. it feels safe.” people use it a lot more,” he Shirts and hats named wrapped said of the Minor League Basewith the local teams are the perennial ball team shop. Licensed masks, best-sellers. “Now that the weather is coldalong with traditional winter items er, we’re also selling a lot of winter hats, sweatlike sweatshirts and beanie caps, have been shirts, and jackets,” Starr noted. “But for sure, masks strong sellers this season. are the biggest seller right now — whether Steelers, Pandemic concerns around social distancing and Pirates or Penguins.” contamination are also occasioning subtle shifts in the After all, for the most devoted fans, team branded way retailers display merchandise. Patrons are more masks are the single accessory they didn’t have in their concerned about personal space and less comfortable collection a year ago. ❖ touching merchandise that may have been handled by others.

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What Are Your Top Licensed Gifts for Women?

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n Lincoln, Neb., where Huskers fans already own jerseys and caps, licensed team jewelry is a favorite women’s gift, said Best of Big Red Store Manager and Buyer Joey Rupp. “We sell a lot of necklaces [and] earrings in stainless steel and gold,” she said. “Some of it’s blingy, some is not so blingy.

It’s all really popular.”

At The Pittsburgh Fan, hoodies in a thinner, T-shirt fabric are a hot seller for women this year, said Assistant Manager Rob Starr.

Hoodies have also been a favorite for female Tacoma Rainiers fans: “We always do really well with

the hoodies from ‘47 Brand,” said Team Store Manager Kyle McGilvray, adding that fleece crewnecks are a runner-up.

At On The Field, a sports store in Seattle, Manager Martin Wilson has noticed women buying licensed youth jerseys rather than the official women’s styles. “They’ll complain about the collar on the women’s style, plus the youth shirt is cheaper,” Wilson observed.

“It sounds funny, but a lot more people buy our children’s jerseys for women than parents buying them for kids.” ❖

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

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PERSONAL CARE MERCHANDISE AND CANDLES

How Scent Sells The Personal Care and Candle Picture at Boutiques

By Carimé Lane

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ersonal care items may be the feature, co-feature, or highlighted on-the-side at boutiques. Here, we focus on advice from several boutique owners on all things scented.

Georganne Bryant founded Frances Boutique in the heart of midtown Phoenix in 2006. In their 2,000-square-foot space, the top-sellers are mainly local brands they carry and collaborate with. These brands include: Earth Based Body located in Tucson, Phoenix-based Lua Skin Care products and Vim and Vigor Candles located in Phoenix. Frances Boutique collaborated with Vim and Vigor to create the Red Currant Candle. The Boutique contributed the design, while Vim and Vigor created the candle. Another top seller is their Desert Blossom Frances Jar Candle, an Arizona citrus and cactus flower profile, created in collaboration with Standard Wax. And Swag Brewery soaps, Lapco face masks and sage/flower bundles are other brands and items that do well in the store.

Instagram and Facebook are Bryant’s go-tos for “…spreading the love of our products.” She has one employee who focuses solely on social media, who engages with customers, and curates the content to be as “shoppable” as possible.

Bryant has noticed a definite uptick in sales of gifts and personal care merchandise. Friends have been sending personal care gifts to the friends they can’t get together with, or may just be “treating themselves to some retail selfcare therapy,” she said.

Nancy Resing of hazyl boutique in Elmhurst, Ill.’s best-sellers are locallysourced goat’s milk soaps and lotions.

The scents range from Bloomin’ Tulip to Honey Oatmeal (A fan favorite for its basic, subtle scent) to cranberry orange during the holidays. Candles are also locally sourced.

To bring personal care products front-and-center, Resing pairs soaps on her main front table with matching outfit displays. “Customers gravitate to-

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

A view of the sales floor at Custard Boutique, which has locations in Savannah, Ga., and Greenville, S.C. Great displays allow shoppers to easily access the products if staff are busy helping other customers.

Personal Care Merchandise and Candles

83 Frances Boutique Owner Georganne Bryant behind the counter. Top sellers for the store are mainly local brands.

wards that, and just start grabbing soaps and smelling them,” says Resing. And while they can’t give out lotion samples as they normally would due to COVID, customers can still get a sense of how lotions would smell by smelling these soaps.

Candle sales in the last four months have been booming, said Resing. “People want to fill their living space and give it that cozy vibe,” she said.

Jennifer Green co-owns the Texas Patina, located in Justin, Texas. All of her products are made in Texas–her customers are proud to buy Texas products, and she has a passion for buying from her state first.

Her best-sellers include Kuhdoo soaps and candles.

The packaging is rustic and quaint. For instance, one of the candles have a “Texas twist” – they’re packaged in a cute beer bottle. Candles from Burlap Bag also sell quite well. These are personalized candles, Green said. Candles labelled “Greetings from Justin, Texas,” with a unique scent are an easy sell.

“Everybody’s usually looking for something to send to a loved one–Texas is either a place you really love or you once lived; everyone has ties to it,” Green said.

Another past product that has performed well has Continued on page 84

A colorful bar of soap from hazyl boutique, where best-sellers are locally sourced goat’s milk soaps and lotions.

www.sgnmag.com | February 2021 | Souvenirs, Gifts & Novelties

Personal Care Merchandise and Candles How Scent Sells (From page 83) been Swanky Sweet Pea, in particular, their reasonably priced bath bombs (sold for $4 or $5, a great deal for the customer, but also providing a decent margin for Green).

She uses several social media platforms to get her product in front of her customers, including LinkedIn, Facebook (including Facebook Live), Instagram and a store website. She said the key is to “leave no stone unturned [online]”, and to maximize the online presence. One way she does that is on Facebook. There, she has a private, exclusive group for a group of her customers. This group gets a heads up on upcoming product lines, exclusive deals, and early sales shopping privileges. This group is also an easy way to communicate back and forth with customers.

She also emphasized that, while a fancy camera is not necessary for social media posts, natural light and composition where product is full, but not too busy (where viewers might miss the point of the photograph) are important. She added that Facebook Live is not only an opportunity to promote the product you’re highlighting, but may also pique customer’s curiosity about items in the background of the shot.

Owner Nancy Resing of hazyl boutique in Elmhurst, Ill. Honey Oatmeal, with a basic, subtle scent, is a customer favorite.

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Which Scents Sell Best?

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t Frances Boutique, Red Currant and their signature Cactus Blossom scents are the big hits. hazyl boutique’s signature scent is also on fire (saleswise). The candle was created with all of Owner Nancy Resing’s favorite scents in mind, which include: the ocean, fresh washed linen and driftwood.

She lights it everyday in the store.

At Texas Patina, CBDinfused products have been “all the rage.” Leather and tobacco scents always move well in Texas, said Co-Owner Jennifer Green.

“Into the Woods,” a blend of

sage, pine and eucalyptus, is Custard Boutique’s best-selling scent. This is the scent they burn most often in the store, added Owner Tara Kirkland.

“In general, we find the candles, or incense, we are burning always sells out first,” Kirkland said.

In her 3,000-square-foot shop, Owner Esther Fishman said Baltic Amber, and French Cade Lavender by Voluspa, and Volcano from Capri Blue (for the younger set) are all top sellers. ❖ A Pumpkin Chai candle from the hazyl boutique in Elmhurst, Ill. The store’s signature scent sells well, according to the owner.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

A display of incense at a Custard Boutique location.

Keeping displays organized and informative, and providing samples where appropriate, helps get merchandise out in front of customers, according to the owner.

A display of lotion candles at a Custard Boutique location. The owner prefers handmade signage for a look that is less corporate and more authentic. Lotion candles made locally sell best for the store.

Green finds that supporting small businesses is curchases–in particular, when they were closed for three rently foremost on customer’s minds. She sometimes months. Sales of clothing on the other hand, have delets customers know how much their purchase has creased substantially. ❖ helped a local business after making a sale by telling them how many local businesses they’ve supported with their purchase.

Tara Kirkland, owner of Custard Boutique, with two locations–one in Savannah, Ga., and one in Greenville, S.C., said their best-selling candles are lotion candles made locally by Mercy Verity in Greenville.

Kirkland has not seen an influx in sales of personal care items. Instead, she said, they’ve seen a major increase in sales for items under $30.

Providing samples (when appropriate) and keeping displays organized and informative, gets merchandise in front of customers, according to Kirkland. This way, if staff are busy helping other customers, shoppers can still easily access information about the products.

“I personally prefer handmade signage,” said Kirkland. “We’re not corporate, so I like the more authentic look.”

At art effect in Chicago, IL, Owner Esther Fishman said Voluspa is their best-selling candle. Voluspa has a variety of great scents, beautiful packaging, and are well-priced (ranging from $12.50 for a small tin candle to a large jar candle for $38), and well-known. Another top hit is their store-created Lincoln Park candle, especially since they are located in the Lincoln Park neighborhood in Chicago. Thyme’s Frasier Fir, which they start to stock in August, is the Georganne Bryant, owner of Frances Boutique in Phoenix, Ariz., number one seller for the holidays. photographed with displays. The boutique produces a million dollars Fishman said she has noted more gift purin annual sales. www.sgnmag.com | February 2021 | Souvenirs, Gifts & Novelties

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GAMES, PLAYTHINGS, AND PLUSH

Great Additions to the Fun Plush and Toy Sales at Water and Amusement Parks

By Karen Appold

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s the retail and purchasing manager at Nickelodeon Universe, a seven-acre theme park in the center of Mall of America in Bloomington, Minn., Mary Nickelson knows what makes plush and toy sales successful—variety, location, and price point. “Strategically placing a mix of plush near our store entrances attracts more customers and drives sales,” she said. “We display a mix of classic style plush along with newer, trendy styles to appeal to a wider audience.”

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Mary Nickelson, retail and purchasing manager, Nickelodeon Universe, Mall of America, Bloomington, Minn., photographed with plush. Offering a variety of plush, and its location and price point, can result in successful sales, Nickelson said.

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Her selection includes a large range of price points which appeals to all customers. “The wide variety of plush catches customers’ eyes— both young and old alike. When they enter the retail space, they pick up, touch, squeeze, and lovingly hug the cuddly plush products. While this helps drive sales—the smiles are priceless,” Nickelson said.

Along these lines, Levi Tobias, merchandise manager at Worlds of Fun & Oceans of Fun in Kansas City, Mo., said that each of the parks’ 15 stores have a variety of plush and toy items available in a range of price points. “We specifically focus on offering a variety of offerings that appeal to any age demographic because although children may be the primary consumer, you’re missing an entire market segment if you only focus on kids,” he said. “You want every single customer to be drawn to some plush or toy item—whether it’s for themselves or someone else.”

For Susan Vaslev, co-owner and buyer at the Enchanted Forest Theme Park in Turner, Ore., boosting sales of plush is all about visibility. “Placing items at children’s eye level works well,” she said. “Kids love to touch and interact with items. Having unpackaged toys displayed allows them to do this.”

Callie McFaul, corporate buyer at Wilderness Hotel and Golf Resort in Wisconsin Dells, Wis., Continued on page 88

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Games, Playthings, and Plush Great Additions (From page 86) chooses a colorful assortment of plush, particularly those that are bright and bold in a variety of colors. This attracts children of all ages.

When it comes to selling toys in particular, Nickelson has found that offering a wide selection to appeal to different age groups, genders, and interests is key. Her selection includes trendy and newer toys, as well as a variety of classic toys such as Barbies and Hot Wheels. “Classic toys often appeal to parents or older shoppers who enjoy the nostalgia of seeing the toys they played with as kids,” she said. “This can lead to parents showing the toys to their kids and explaining how special they are.

My guess is that parents purchase them to enjoy together with their kids.”

As an international destination, Nickelson said guests at Mall of America and Nickelodeon Universe are attracted to classic and nostalgic selections as Americana items.

Plush towers at Nickelodeon Universe in the Mall of America. The retail and purchasing manager includes plush in a wide range of price points to appeal to all customers.

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Display Tips Another way to increase sales of plush is to create plush towers. Nickelson places vertical display units near store entrances that show off a wide variety of plush products. “The displays consistently grabs guests’ attention and imagination as they walk by,” she said.

“Not only do the towers drive traffic into the store, but they also allow customers to view the variety of plush quickly and easily. Although customers may be drawn to a specific plush, they may purchase complementary or matching units which helps to drive sales and reinforces customer satisfaction.”

Grouping like items together that create a story is also an effective strategy for Nickelson. “A guest can easily view an entire assortment,” she said. “They may have come in to buy an action figure or doll, but when they see the complete line in a story they may ultimately decide to purchase multiple items.” Nickelodeon Universe has three retail spaces, which range from 1,100 to 3,900 square feet.

When creating plush displays, Tobias also aims to create a story within the display. “We want customRSN 15

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

ers to be drawn to the items, but also the narrative behind the scene they are seeing within the display,” he said. “This helps us connect to customers emotionally.”

Vaslev advised mixing brightcolored plush with muted-colored plush. “The bright colors will draw someone in, which will help bring more attention to muted-colored toys,” she said.

Display a lot of toys, but don’t overcrowd them which will make it difficult for customers to see individual items, Vasley continued. Display items for kids on low shelving so they can see and touch them.

Displaying plush in an organized fashion at her 1,200-square-foot shop works well for McFaul. “By placing similar items together, you can create a wow factor which appears easy to shop and kid-friendly,” she said.

Continued on page 90

Plush toys at a Worlds of Fun & Oceans of Fun gift shop, including a close-up of a Snoopy toy. The Kansas City, Mo., attraction has 15 stores.

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Games, Playthings, and Plush Great Additions (From page 89)

Finding New Merchandise When looking to add new items to her inventory, Nickelson analyzes current sales to better understand market trends. “We explore whether we should expand an assortment or top sellers, research if there are similar or complementary series that could be as successful, and look to see if there are newer additions to best-selling categories,” she said.

As she researches market trends, Nickelson speaks with vendors and reads reports, retail merchandise magazines, and websites. PerContinued on page 92 Susan Vaslev, co-owner and buyer, Enchanted Forest in Turner, Ore. Placing toys at a child’s eye level helps sell merchandise, she said.

Popular Plush at Water and Theme Park Shops

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lush come in many shapes and sizes these days, so which ones are top dog at water and theme park gift shops?

Nickelodeon Universe at Mall of America has a custom designed line of plush, which is its bestseller. Within that line, the overall best-selling plush is a custom 18-inch Appa from the film and television series “Avatar the Last Airbender.”

“It consistently remains our best overall selling plush because it is soft, cuddly, high-quality construction, and he is just so dang cute,” said Mary Nickelson, retail and purchasing manager.

Another top seller for Nickelson are 6-foot-long plush snakes that come in a variety of colors and designs. Some even feature special materials, such as sequins, that appeal to boys and girls of all ages.

Levi Tobias, merchandise manager at Worlds of Fun & Oceans of Fun in Kansas City, Mo., said its logo tie-dye teddy

A display of name-dropped Snoopy plush at Worlds of Fun & Oceans of Fun. The attraction’s logo tie-dye teddy bear is the most popular plush piece.

bear is most popular. “Tie-dye may have been created decades ago, but it is definitely still a favorite for guests of all ages,” he said. “It is bold, fun, and nostalgic.”

Monty the Moose is the most popular plush at Wilderness Hotel and Golf Resort in Wisconsin Dells, Wis., said Callie McFaul, corporate buyer. The toy wears a Wilderness Resort T-shirt.

For Susan Vaslev, co-man-

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

ager and buyer at the Enchanted Forest Theme Park in Turner, Ore., plush bags containing a plush animal with “Enchanted Forest” embroidered on the side are all the rage. “This satisfies the parent’s desire to buy their child a memento of their visit and the child’s desire to have something cute and cuddly,” she said. The park has three shops, ranging from 285 to 945 square feet. ❖

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Great Additions (From page 90) haps her best source of information is talking to guests to better understand what they’re looking for. After identifying potential new merchandise options, she looks at her overall marketing and retail strategy to ensure that new items are a good fit for her retail space and fit within a price range customers expect.

Visiting shows across the country, and speaking with vendors, works well for Tobias. “When I visit shows I think back to when I was a kid,” he said. “I look for vendors who fill me with the same magic of when I received a favorite toy as a kid.

I want to create the same type of connections for my customers in the merchandise we sell.”

McFaul learns a lot from attending trade shows as well. “I keep an open mind when making purchases and am willing to try new items,” she said.

Vasley relies on sales representatives who have worked with her for a long time. “If you don’t have trusted sales reps, go to trade shows,” she advised. ❖

dodoland is a New Zealand based company with big plans. Their EUGY paper puzzles are a worldwide success story and are distributed in the USA from their Los Angeles, Calif., warehouse.

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With a built-in zipper pocket to store extra change, the Penny Journal is also expandable to fit two additional penny-holding insert pages which will hold 128 more pressed pennies! The Penny Journal, the new vegan leather Tri-fold collector book, new Pennypalz, and refreshed colors for the classic original wristbands, are all ready to ship.

All Pennybandz products are exclusively sold by Pennybandz, and are no longer selling through distributors. Ordering is easy on the company’s wholesale-only website, www.pennybandzwholesale.com. Retailers can also call 972-989-3867, or email albert@pennybandzd. com, to place an order. Let’s all get back to living the adventure in 2021, and pressing pennies along the way.

(For additional information, circle 35 on the reader service card.) ❖

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

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Fun Distractions for the Times Game and Puzzle Best-Sellers at Toy Stores

By June Allan Corrigan

D

uring these pandemic times, when many people have been more or less confined to their homes, there has been a question of how to fill the hours. What to do when typical leisure activities like travel, concerts and sporting events, indeed gatherings of any kind are denied?

Games and puzzles have been the solution for overwhelming numbers, as the following toy stores will attest. The three retailers interviewed for this article have experienced a huge surge in business, and in some instances, have struggled to keep up with demand. For this article, they took some time to tell their tales.

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Jigsaw puzzle sales have been off the charts at William’s Fun Smart Toys in Macon, Ga. “I’ve sold more puzzles in the last 12 months than I have really in the last 15 years in business, to be honest with you,” said Owner Florence Allen. She indicated that right now the best-selling line in her 1,500-square-foot store is New York Puzzle Company. “Just about anything I bring in from them sells really well.” This includes selections from the company’s New Yorker magazine cover series, as well as National Geographic and Harry Potter puzzles. It helps that they’re made in the U.S.A. “I’m a small store in middle Georgia so that’s a selling point to a lot of people.”

William’s Fun Smart Toys also carries puzzles by SunsOut, Inc. – another Made-in-the-U.S.A. company. SunsOut’s realistic and painting imagery, not to mention 500-1000 puzzle piece count tends to appeal to older adults, 65-plus. “Most kids aren’t doing 1,000-piece puzzles. Older children like 200-to-500-piece puzzles.”

Recently, Allen introduced selections from Hart Puzzles – also U.S. made – although she hasn’t had them in stock long enough to determine how they will fare. She suspects they will be popular with adults since most Hart Puzzles are 1,000 pieces. In any case, Allen just wants to be prepared in the event of another lock-down when she couldn’t keep selections of this particular pastime coming in fast enough. “Good puzzles are hard to find!”

The game scene at William’s Fun Smart Toys has also been very strong although there hasn’t been any one game that has blown away all competition. “For kids and adults age eight and up, almost any game I have in that range has done really well,” Allen said.

She has noticed the types of games customers seek out has varied Owner Florence Allen of William’s Fun Smart Toys in Macon, Ga., photographed with books and as the pandemic wears on. “The single player strategy kinds of games toys.

Allen said that she has sold more puzzles – those did pretty well at the beginning of the pandemic but for in the last 12 months than in the last 15 years.

Christmas, people were looking for family games that took two-toPhoto credit: Walter Elliot Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

Games, Playthings, and Plush four players to play, some even up to eight.” Teens and young adults tend to favor more fast-paced games and she has had great success with Carma Games like Slapzi, Itzi, Pairzi and Tenzi. A new game from Hog Wild Toys – Upside Down Challenge – proved to be a sleeper hit over the holiday period. “I just knew it was going to be a fun game if I could just get enough people to try it.”

Although puzzles have pretty much sold themselves, getting people to try games – a once-reliable sales technique – has been hard during COVID times. Like most stores, William’s Fun Smart Toys has pulled all samples off the floor. Their workaround has been to keep a couple of games off to the side for demonstration purposes. “If someone really wants to see it – like, FatBrain Swingin’ Shoes is a game that pretty much has to be demoed – we’ll pull it out and show them. Once people see it, they’ll say oh! That’s easy,” said Allen. Since it’s mostly parents these days who come in looking for things to play with their children, short and simple translates to more family fun time. “I want people to have fun with their kids. That’s my goal.”

Games are definitely hot these days at Wonder World Toys in Medford, N.J. Selections from the ThinkFun brand are doing particularly well, according to Continued on page 96

Stephen Kaufman, co-owner with Anne Barnes, of Franklin’s Toys, photographed with merchandise. Games are a major part of the business, which has Maryland locations in Severna Park and Annapolis.

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Games, Playthings, and Plush Fun Distractions (From page 95)

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Alex Breaux, who co-owns the Breaux. The MasterPiecbusiness with her sister-in-law es brand is a strong seller Jessica Breaux. ThinkFun’s Invawith animal-themed sion of the Cow Snatchers game puzzles emerging as a fais currently very popular. “It’s a vorite. “Animal puzzles logic puzzle, single player game. always do better for us. It A lot of parents have been buying could be because we camore logical games for their kids ter towards children and so they can do more puzzle-y type animals are just always so things,” said Alex Breaux. Teleshappy.” trations, a game resembling the Games are a maold telephone circle game only jor part of business at with drawings, is another big-sellFranklin’s Toys, with two er. “It goes around person to perMaryland locations – a A view of the sales floor at Franklin’s Toys. Classic son and things get all twisted. It’s games are enjoying a resurgence in popularity for the 5,000-square-foot space cute. It’s a good family fun game.” in Severna Park and anbusiness, one of the co-owners said.

The fact that all games are housed other 3,000-square-foot in the back of their 1,000-square-foot store creates a one in Annapolis. “We sell a lot of cooperative games. certain element of intrigue. “People are always curiThose are the types of games where you’re not really ous. They’ll say ‘Oooh! What’s in the back room?’ We playing against each other but you’re moving pieces answer we have all of our fun games in the back room. around the board to see which piece wins,” said SteSo, it’s always a reason to talk to people because we do phen Kaufman, who co-owns the business with his have them merchandised in a separate area.” partner Anne Barnes. Other popular genres include Jigsaw puzzles have been flying out the door at mystery games, games where everybody plays at once Wonder World Toys, especially those in the 300-tocreating a real sense of emergency and excitement, and 500-piece range. “People have more time to do them. classic games. “We’ve been seeing a real resurgence in They’re not just picking up a 100-piece puzzle for a the classic ones – more than ever before. But our game weekend. They’re getting the larger puzzles they can sales throughout COVID have been very, very good spend time working on, especially as a family. A lot across all of the different categories, without a doubt.” of people are doing them like that now, which is nice.

Kaufman attributed games’ popularity to parents’ It’s something we’ve never seen before,” said Alex new roles. “We hear the same thing over and over

Simple or Complicated Directions?

Which Board Games Sell Best?

S

imple directions rule at William’s Fun Smart Toys in Macon, Ga. “The simpler the game is, the better it sells and the more people enjoy playing with it,” said Owner Florence Allen.

Customers like simple board game directions at Wonder World Toys in Medford, N.J. “If I can’t explain it in like, a minute, I’ve lost the person,” said Alex Breaux, who co-owns the business with her sister-in-law Jessica Breaux.

Games aimed at kids aged 3-8

sell best with simple directions at Franklin’s Toys’ two respective locations in Annapolis and Severna Park, Md. “That is our sweet spot. However, we carry board games for families, teens, and adults who enjoy a little bit more strategic type of play,” said Stephen Kaufman, who co-owns the business with his partner Anne Barnes. For the latter kind of game, product knowledge is key, plus the ability to summarize it in a fairly short pitch. ❖

Souvenirs, Gifts & Novelties | February 2021 | www.sgnmag.com

A wall display of games at Wonder World Toys in Medford, N.J. Customers favor games with simple directions at the store, according to the shop’s co-owner.

again. Parents come in and say they’re not just parents anymore.

They’re teachers, they’re day care workers. They’re all of that rolled into one. During downtime they want something that their child can play with his sibling or they can play by themselves.” Increased family time has also created a need for games everybody can play together or strategic varieties that adults and teens would enjoy. Luckily, Franklin’s Toys has something for everybody. Puzzles have exploded as well. “In the first month and a half of the worst of the COVID when things were pretty much shut down, we sold as many puzzles as we normally would middle of November through Christmas.” Like many retailers, Kaufman sometimes found it hard to keep puzzles in stock. They were selling faster than manufacturers could make them. “We had to get inventive and really source puzzles from wherever we could.”

Ravensburger Puzzles are Franklin’s Toys’ number one seller and its two stores stock more of them than anybody else around. Kaufman noted that although 24-piece floor puzzles and 200-piece jigsaw puzzles for kids have always sold well, puzzles in the 300, 500, 100, 1500, even 2,000-piece range have found a new audience of adult puzzlers during COVID. “Adults did one, loved it and then wanted to do more and more.” Women like depictions of outdoor scenery while men tend to favor collage imagery of say vintage cars or sports. Ravensburger Escape Puzzles – a jigsaw puzzle and escape room challenge combo – are currently gaining fans. Just keeping up with demand is all that is required to sell puzzles right now at Franklin’s Toys. However, the trick to selling more games is to be familiar with them.

“If staff knows what the different games are, then they can explain them properly and thoroughly to customers. And then it’s much easier for them to decide which game they want. That is the key to the whole thing – product knowledge,” Kaufman concluded. ❖

Robyn Kaufman of Franklin’s Toys stocking a Papo display. Papo makes realistic animal, fantasy, and other types of toy figures and accessories. Toys children can play with by themselves or with a sibling during downtime are popular, the store’s co-owner said.

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VENDOR SPOTLIGHT • TOYS Kellytoy’s New Squishmallows Easter Squad Delivers a Basketful of Fun

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aster baskets and egg hunts will be a lot more fun and exciting this year with the new Squishmallows® Easter squad from Kellytoy, a subsidiary of The nine new Squishmallows in the line’s Easter squad include bunnies and other animals, and eggs.

Jazwares, LLC. Fans have scooped up more than 65 milbackground story is detailed on its hangtag. lion of the “chonky” and collectible Squishmallows Squishmallows also make great gifts for anyone since they launched—helping to make Kellytoy’s with sensory issues or who is stressed or sufferbest-selling line into an international phenomenon ing from anxiety. The unique line is made of super with more than 700 characters available in 40 coun- soft spandex “EF” and polyester stuffing as puffy tries. Meanwhile, Squishmallows have exploded in as marshmallows. The toys cannot be ironed, but popularity on the TikTok platform with more than can be machine washed in cold water and tumble315 million organic video views for #squishmallows dried on low heat. The shape, look, feel, and tex(and related) video tags. ture of Squishmallow® branded plush toys consti“Spring is a celebration of renewal and hope, tute Kellytoy’s proprietary trade dress. and we wanted to introduce a cuddly and snugThe Squishmallows song, “Hello We’re the gly squad just for the occasion,” said Kellytoy Squishmallows” is available on more than 40 Co-President Jonathan Kelly in a press release. streaming services. The accompanying lyric video “Here’s your chance to add some spring to your is available on YouTube, and a free download of the squad with adorable bunnies, colorful eggs, newly- ringtone is available at www.squishmallows.com/ hatched chicks and party-loving animals that can’t song. wait to make the season more special for kids of all (For more information, visit www.squishmallows. ages. These Squishmallows are also a great way com or circle 21 on the reader service card. Retailto make anyone’s Easter celebration more festive.” ers can join the #SquishmallowSquad online and There are nine new Easter squad members follow @Squishmallows on Facebook, Instagram, available in four sizes – 5 inch, 8 inch, 12 inch and Twitter, and YouTube.) ❖ 16 inch, depending upon the character.

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