Issuu

Retail Brand Discovery & ECRM

I’M ESPECIALLY PROUD to introduce this special edition of Retail Brand Discovery, created in partnership with our friends at ECRM, and focused entirely on General Merchandise

RBD and ECRM share a common goal: to help retailers and suppliers discover what’s next. ECRM does it through its sessions, where one-on-one meetings build connections and conversations spark opportunity. We do it through these pages, where we highlight the innovation, insights, and voices shaping the marketplace. Together, we believe in making the industry feel a little smaller, a little more connected, and a lot more inspired.

While categories like food, beverage,

health, and beauty often take the spotlight, General Merchandise plays a vital role across retail. In some channels it’s the destination, in others it’s the margin driver, and in every case it’s where shoppers discover new ideas and solutions. GM is where function meets inspiration, and it continues to shape the way consumers experience the store.

Inside this issue, we spotlight the breadth and strength of GM categories, including housewares, home goods, candles, social expression and paper products, and hardware and home improvement essentials. Each one represents an opportunity for retailers to discover and for suppliers to bring fresh thinking to the shelf.

We welcome your feedback on this special issue and offer a word of thanks to the entire ECRM team for their partnership and commitment to discovery.

Chris Stanton Publisher chris@themosaicgroup.org

IN THIS ISSUE

26 Final Word: Why General Merchandise Matters

Front-End & Checklane

2/3/2026-2/5/2026

Sandestin Beach Golf Resort & Spa, Destin, FL Outdoor, Seasonal and Garden Session

2/3/2026-2/5/2026

Educational Supplies & Furniture Session 2/9/2026-2/12/2026

Sandestin Beach Golf Resort & Spa, Destin, FL

Sandestin

Resort & Spa, Destin, FL Consumer Technology Session

3/24/2026-3/25/2026

Held Virtually Household Cleaning, Paper, & Disposable Food Storage Session

5/4/2026-5/6/2026

O’Hare, Rosemont, IL Pet Session

Baby & Infant Session

5/5/2026-5/7/2026

6/1/2026-6/3/2026

Regency Chicago O’Hare, Rosemont, IL

Marriott Golf Resort & Spa, Ponte Vedra Beach, FL School & Office Session

8/3/2026-8/6/2026

Regency Coconut Point Resort & Spa, Bonita Springs, FL Toy & Learning Session

8/4/2026-8/6/2026

Home Decor Session 9/14/2026-9/16/2026

Kitchen & Home Essentials Session

9/14/2026-9/16/2026

9/15/2026-9/17/2026

10/26/2026-10/28/2026

Regency Coconut Point Resort & Spa, Bonita Springs, FL

Resort & Spa, Ponte Vedra Beach, FL

Toys & Games: Driving Seasonal and Year-Round Sales in GM

TOYS AND GAMES remain a cornerstone of general merchandise, offering retailers both strong margins and high seasonal turnover. This category can drive traffic year-round if assortments balance classic favorites, trending items, and value-

TOYS AND GAMES AREN’T JUST SEASONAL—THEY’RE TRAFFIC DRIVERS AND BASKET BUILDERS ALL YEAR LONG

priced options. Playing Cards alone is a $1b market in the US. That’s 285 million decks sold each year! Are you listening retailers?

Walmart leverages its scale and broad assortment to capture families looking for everything from LEGO sets to board games. Its ability to mix bigticket items with affordable, entry-level options ensures shoppers of all budgets can find what they need. Walmart also emphasizes exclusive or bundled products, which increases basket size while differentiating its assortment from competitors.

Target focuses on a curated mix of best-selling brands and trend-right products. Target’s seasonal toy displays, including holiday, back-to-school, and summer launches, combine exclusive items with popular classics. Bundled sets and licensed products—from movies, gaming, and pop culture—drive both traffic and higher average order values.

Regional players like Meijer balance national brands with locally relevant assortments, positioning popular items such as puzzles, outdoor toys, and activity kits near seasonal or high-traffic areas. This encourages add-on purchases

while giving families convenient access to products that align with current trends.

Brand selection is critical. Hasbro remains a major driver with action figures, board games, and interactive toys. Mattel brings iconic brands like Barbie and Hot Wheels that appeal across multiple age groups, while LEGO continues to attract both children and adult collectors with its construction sets and themed series. These brands not only deliver trusted quality but also help retailers navigate shifting trends without overcomplicating assortments.

According to Circana, U.S. retail sales of toys generated $28.3 billion in 2024, remaining flat compared to the previous year. Despite this, the dollar value of the toy market grew 26% in 2024 compared to 2019, indicating a shift toward higherpriced items and collectibles.

The rise of “kidults”—adults purchasing toys for themselves—has also influenced the market. Adults accounted for approximately 17.3% of toy sales in 2023, equating to $6.7 billion, a significant 8% increase from the previous year. This demographic often seeks nostalgiadriven products, such as Star Wars,

Marvel, and LEGO sets, which has led retailers to expand offerings targeting this audience.

The takeaway for retailers is clear: toys and games aren’t just seasonal—they’re traffic drivers and basket builders all year long. By combining classic brands like Hasbro, Mattel, and LEGO with trending products, and merchandising effectively across Walmart, Target, and Meijer, retailers can maximize both sales and shopper loyalty in this essential GM category.

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Seasonal General Merchandise: Why This Category Still Matters

IF I HAD to pick one category that consistently surprises me in general merchandise, it would be seasonal products. Every year, retailers have the chance to turn a few weeks or months of shopper enthusiasm into meaningful sales—and yet, so many miss the mark.

Specialty retailers like At Home, and World Market show how it’s done. Christmas Tree Shops offers a broad mix of trees, ornaments, and tabletop décor that feels abundant yet approachable. You can grab a single centerpiece or a full holiday setup in one visit, keeping shoppers engaged and encouraging multiple purchases.

At Home impresses for its scale. Walking through one of their stores during peak season, it’s clear they think like decorators. Large, immersive displays make customers want to explore every aisle. This isn’t just about volume—it’s about creating excitement, which often translates into larger baskets and repeat visits. It’s an amazing feat how they adjust their mix for each season

World Market offers a different appeal: globally inspired, curated seasonal items. Shoppers linger over

SEASONAL MERCHANDISE ISN’T JUST ABOUT HOLIDAY HYPE—IT’S A CHANCE TO ENGAGE CUSTOMERS, BOOST SALES ACROSS ALL CATEGORIES AND REINFORCE A STORE’S PERSONALITY .

Their candy offerings from around the world is World Market secret weapon!

ornaments, garlands, and décor pieces you can’t find anywhere else. Giving customers this sense of discovery adds real value to the shopping experience.

The numbers back it up. The global Christmas tree market alone was valued at $4.5 billion in 2023 and is expected to reach $6.8 billion by 2033, according to Market.us. Even skeptics of seasonal décor can see the opportunity here— artificial trees, ornaments, and decorative accents are in steady demand, providing a reliable sales driver for retailers. Artificial trees, led by Balsam Hill now make up about 50% of all purchases.

Here’s my takeaway: Seasonal GM works when it’s treated with intention.

Bundling items, offering limited-edition products and making sure items are in stock and displayed correctly are critical. Shoppers respond to environments that feel curated; if an assortment looks like leftover stock, they’ll treat it that way.

Seasonal merchandise isn’t just about holiday hype—it’s a chance to engage customers, boost sales across all categories and reinforce a store’s personality. Done well, it pays off long after the season ends. From where I stand, it’s one of the most enjoyable ways to make GM exciting and profitable.

Pet Supplies: A Category That Keeps Shoppers Coming Back

OUR TEAM CHECKED out a selection of local markets in Ohio and Texas to see how retailers merchandise pet supplies, and the findings were clear: this category thrives when it balances loyalty, repeat purchases, and an emotional connection

OUR OBSERVATIONS SHOW THAT PET SUPPLIES ARE MORE THAN JUST A GM AISLE— THEY’RE A DESTINATION OF DISCOVERY .

with shoppers. Pet owners aren’t just buying products—they’re investing in the well-being of family members. Retailers who understand the emotional mindset will see both high turs and strong margins.

Major chains like Walmart, Target, and HEB have built robust pet assortments. Walmart leverages scale and breadth, offering everything from dog food, litter, and OTC’s to toys and grooming products. Target curates a mix of trusted brands alongside trend-driven items, such as stylish pet accessories and treat bundles. HEB impressed as they donate 1% of their Heritage Ranch pet food sales to the Austin Texas Humane Society.

Independent pet retailers stood out for delivering specialized experiences. Many offer curated assortments catering to local preferences, including premium foods, natural treats, and boutique toys. Staff expertise often results in higher conversion rates, as customers trust personalized recommendations and unique offerings not found at mass-market chains. Online shopping is also reshaping the category: Lucky Love Dog, an Austin-based company, specializes in collars, leashes, and

harnesses while supporting a major dog rescue operation. As founder Amy Stanton says, “Our rescue operation is just as important as our online business. I couldn’t imagine doing one without the other. It’s what brings customers back.” Consumers overwhelmingly respond positively when purchases support a cause. At a larger scale, Chewy and Amazon dominate e-commerce, providing convenience, subscription options, and rapid delivery that keep shoppers returning. Chewy has donated over $180 million in products to shelters and rescues since 2012.

Brand selection remains critical. Mars Petcare and Nestlé Purina dominate in food and treats, while Kong provides durable, engaging toys. These trusted brands drive repeat visits and help both brick-and-mortar and online retailers maintain consistent sales.

The numbers reinforce the opportunity. According to the American Pet Products Association (APPA), U.S. pet industry spending reached $123 billion in 2023, with pet supplies and over-the-counter products accounting for over $38 billion. Growth continues to be fueled by premium offerings, health-

focused items, and lifestyle accessories, providing opportunities for chains and independents to capture incremental sales.

Our observations show that pet supplies are more than just a GM aisle—they’re a destination of discovery. Trending products, trusted brands, and cause-driven products increase basket size and frequency. Independents and online specialists alike leverage personalized service and specialty items, making them especially strong in this category.

Household Essentials: Everyday Products That Keep Shoppers Coming Back

WITHIN GENERAL MERCHANDISE, few categories are as reliable as household essentials. Cleaning tools, storage products, and basic home solutions aren’t flashy, but they drive repeat visits and steady sales. For

THE TAKEAWAY FOR RETAILERS IS CLEAR: HOUSEHOLD ESSENTIALS AREN’T JUST FUNCTIONAL—THEY’RE LOYALTY DRIVERS .

retailers, success in this category comes from combining trusted brands, smart assortment planning, and strategic merchandising.

Shoppers turn to retailers they know have a commitment to everyday items—like brooms, mops, sponges, or cleaning products. Walmart, with its large assortment and price leadership, remains the go-to for many households. Its ability to carry national brands alongside private label gives shoppers choice while reinforcing its one-stopshop positioning. Household essentials help Walmart reinforce loyalty by being in stock when customers need them most.

Walgreens approaches the category differently. Smaller footprints and limited shelf space require a focus on convenience. Everyday items such as batteries, cleaning wipes, and electronics are often positioned near checkout, converting routine needs into quickgrab purchases. Walgreens’ success comes from making these essentials easy to find and purchase on the go.

Regional grocers like Hy-Vee use household essentials to extend basket size. By placing cleaning products near grocery aisles, Hy-Vee minimizes extra trips and encourages add-on sales. Cross-merchandising—laundry baskets near detergent or sponges near dish soap—creates natural pairings that increase average ticket.

Trusted brands elevate the category. Freudenberg’s O-Cedar offers durable mops and brooms, including the EasyWring Spin Mop, which makes routine cleaning faster and simpler. Clorox continues to be a staple for

disinfecting wipes, sprays, and bleach products. And 3M’s Scotch-Brite brand rounds out the assortment with sponges and scrubbers which make great returnto-purchase items. An independent brand worth noting in this category is the Shark Tank-discovered brand Scrub Buddy. Estimated sales are over $150m! Carrying these brands reassures customers and reinforces confidence in the category.

Household essentials also benefit from seasonal and promotional resets. Spring cleaning, back-to-school, or holiday prep are ideal times to highlight multi-

pack cleaning products or innovative tools. Promotions tied to these moments resonate with shoppers and drive incremental sales.

The takeaway for retailers is clear: household essentials aren’t just functional—they’re loyalty drivers. By curating assortments around trusted brands like O-Cedar, Clorox, and Scotch-Brite, and merchandising them thoughtfully across Walmart, Walgreens, Hy-Vee, and other channels, retailers can turn everyday products into dependable growth engines.

Candles and Fragrance: Everyday Products That Build Baskets

CANDLES AND FRAGRANCE products continue to be reliable performers in the general merchandise mix. They appeal to shoppers across demographics, deliver strong margins, and fit naturally into both planned and impulse purchases. For retailers, the key is balancing heritage brands, everyday value, and trend-driven innovation.

Yankee Candle remains one of the strongest names in the category. The company’s wide assortment and established reputation make it a dependable anchor for fragrance sets and seasonal resets. Customers know the brand, which makes them more likely to trade up to larger sizes, gift sets, or limited-edition collections. Highlighting Yankee Candle in a prominent location signals quality and helps lift overall sales in the home fragrance aisle.

At a lower price point, Willowbrook’s Fresh Scents line offers retailers a different kind of value. The paper sachets provide long-lasting fragrance without the need for a flame or plug-in, making them versatile for closets, drawers, luggage, or cars. They are small, affordable, and easy to merchandise as add-on purchases near checkout or in home décor displays. Because they are consumable and inexpensive, sachets drive repeat visits and encourage multiple purchases per trip.

Retailers also have an opportunity in the “masstige” space, where Harry Slatkin has built a portfolio of accessible yet upscale candle and

fragrance brands. His HomeWorx and ScentWorx collections feature premium fragrance profiles and attractive packaging designed for mass retailers. Club92, created exclusively for Dollar General, brings that same level of fragrance development to price points between three and eight dollars. For retailers, Slatkin’s lines deliver the look and feel of high-end home fragrance while remaining accessible to a broader base of shoppers.

Merchandising plays a big role in success. And retailers should take note. Grouping sachets, candles, and

BY COMBINING ESTABLISHED LEADERS WITH EVERYDAY CONSUMABLES AND MASSTIGE INNOVATION, RETAILERS CAN BUILD A CATEGORY THAT CONSISTENTLY PERFORMS .

value ladders also works: Fresh Scents for the impulse buyer, Yankee Candle as the trusted standard, and Slatkin’s offerings make fragrance and candles a destination category.

diffusers together creates a clear path from entry-level to premium. Seasonal and occasion-based displays—such as holiday gift sets, or wellness-inspired scents—keep assortments fresh and encourage repeat purchases. Building

For retailers, the lesson is simple: candles and fragrance aren’t just nice add-ons. They are high-margin products that bring shoppers back, and deliver variety that can be refreshed season after season. By combining established leaders with everyday consumables and masstige innovation, retailers can build a category that consistently performs.

Fresh Scents: The Power of Sachets

RETAILERS WHO CHOOSE to carry Fresh Scents all say the same thing, “I never knew I could sellthis many sachets”.

For the last 20 years national and regional retailers have been pleasantly surprised todiscover that scented sachets are one of the most reliable and profitable products in their home fragrance category. But sachets aren’t a product of the past. In 2025 Fresh Scents iscarried in 3X the number of doors compared to 2019.

Executed well, sachets can account for 8% - 25%+ of a retailer’s total home fragrance sales, which in many cases results in 7-figure or even 8-figure annual revenues. One national retailer reported that scented sachets were #1 in sales per square foot for their entire chain. A separate national retailer with 60+ endcaps per store stated that Fresh Scents earned the#2 revenue endcap across all doors. Another regional chain, initially very skeptical, expanded sachets into all their stores after seeing sales climb quarter after quarter.

Affordable, impulse-friendly, and versatile, sachets fill an incremental category gap that candles, diffusers, and sprays cannot—scenting closets, drawers, cars, luggage, and more.When customers encounter sachets in store, whether by sight or scent, they quickly becomea must-have addition to their basket.

Proudly manufactured in the USA, Fresh Scents has spent decades perfecting this simple, yetpowerful product. Our in-house expertise allows us to create high-quality fragrances withshort and reliable lead times, while also staying ahead of design and lifestyle trends. Each season, we introduce fresh patterns, palettes, and fragrance combinations that keep shelves relevant, and shoppers engaged. This blend

. . . WE CAN NOT ONLY MEET THE DEMANDS OF TODAY’S SHOPPERS BUT ALSO CREATE THE DISCOVERIES THAT WILL DEFINE TOMORROW’S RETAIL LANDSCAPE .

of quality and innovation is a key reason retailers trust Fresh Scents as their sachet partner.

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Fresh Scents also understands that success doesn’t come from the product alone—it comes from partnership. We equip our retailers with a full set of resources, from merchandising displays that maximize exposure, to marketing assets and training that help teams tell thesachet story with confidence. Our sales team brings decades of category expertise, workingside by side with buyers to build tailored programs that drive results.

At Fresh Scents, our mission is simple: to make scented sachets easy, accessible, and profitable for our retail partners. Sachets may be small, but their impact is proven. By fillinga unique gap in the home fragrance category, inspiring repeat purchases, and offering year round scent solutions, they represent a powerful growth opportunity for retailers of all sizes.

With Fresh Scents, you’re not just adding another SKU—you’re unlocking a proven categorydriver with a track record of delivering growth, season after season.

The Holiday Season’s Impact on General Merchandise

Christmas and the End-of-Year Surge

The fourth quarter remains the crown jewel for General Merchandise. Christmas gifting fuels categories like toys, electronics, kitchen accessories, and home décor, while seasonal trima-tree and décor bring in incremental dollars. Even in January, the “reset” effect drives sales in storage and organizational supplies. Retailers like Walgreens have made seasonal aisles a signature trafficdriver, offering shoppers convenience and value while carving out a clear point of difference in a crowded market.

Easter and the Spring Reset

WHEN I THINK about the U.S. retail calendar, it’s hard not to see how much of it is shaped by holidays. From Christmas to Easter, Halloween to the Fourth of July, and all the moments in between, these events aren’t just cultural milestones — they’re sales engines for General Merchandise. And as someone who has spent decades in this industry, I’ve seen firsthand how retailers and suppliers who anticipate these shifts gain a real advantage.

Easter may not match Christmas in sales velocity, but it sparks broad seasonal lifts. Plush toys, novelties, party supplies, and home décor all benefit from family gatherings. Just as importantly, it coincides with spring resets in storage, cleaning, and organizational categories. Retailers like Hy-Vee excel here, using Easter to blend GM with grocery and entertaining — baskets, tabletop, and home décor often merchandised right alongside food. It’s a reminder that General Merchandise has the power to connect across the store.

Patriotic Holidays and Summer Momentum

Memorial Day, Independence Day, and Labor Day are anchors for outdoor GM. Grills, coolers, picnicware, patio accessories, and lawn games dominate displays. These holidays also build the bridge to back-to-school, where office supplies, storage, and technology accessories take center stage. Meijer, with its expansive GM footprint, treats these seasonal moments as true event destinations — tying together backyard living, school prep, and home solutions under one roof.

Halloween Through Thanksgiving

Halloween has grown into the secondlargest seasonal event after Christmas, especially in décor, costumes, and party goods. Its spirit of creativity makes it an innovation platform for suppliers. Thanksgiving then pivots quickly into kitchenware, tabletop, and small appliances — categories that gain even more traction when crossmerchandised with food. The retailers who manage those fast transitions win repeat trips.

Channel Reach and Industry Perspective

My own expertise tends to be in the food, drug, mass, and club retail outlets, where General Merchandise plays a crucial role in complementing the front end. But what’s unique about GM is its channelagnostic nature. Whether it’s a drugstore like Walgreens, a regional grocery leader like Hy-Vee, or a supercenter like Meijer, seasonal GM products show up everywhere — often as the connective tissue that turns a shopping trip into an occasion. This versatility is what makes the category so dynamic and so competitive.

MORE THAN THREE-QUARTERS OF GM SALES NOW TAKE PLACE ONLINE, AND DIGITAL BASKETS ARE GROWING YEAR OVER YEAR . THAT MEANS SUPPLIERS MUST THINK BEYOND THE SHELF AND INTO THE CART — BOTH PHYSICAL AND DIGITAL .

Why It Matters for Suppliers and Retailers

For suppliers engaging through platforms like ECRM, timing is everything. Success depends on being

in front of retailers early, with not just a product but also insights into consumer behavior and omni-channel execution. More than three-quarters of GM sales now take place online, and digital baskets are growing year over year. That means suppliers must think beyond the shelf and into the cart — both physical and digital.

As I often say, General Merchandise thrives when it connects the dots between how consumers celebrate and how retailers innovate. The holiday season simply magnifies that truth.

Hardware & Home Center Stores: Evolving Beyond the Toolbox

WHEN MOST PEOPLE think of hardware and home centers, they picture tools, lumber, and paint cans stacked high. That’s still at the core, but this channel has been steadily expanding into something much broader—part project warehouse, part household supplier, and in some cases, even a little bit of everything.

A Channel Built on Trust

The trust factor is what really sets hardware retailers apart. Walk into an Ace Hardware, a True Value, or a

Menards in the Midwest, and you can usually find someone who knows what they’re talking about. These banners have built their reputations on service and advice—the kind of interaction that keeps shoppers coming back when they need guidance, not just goods. That personal connection is something online players can’t replicate.

By contrast, the national big boxes like Home Depot and Lowe’s win on scale and breadth. Their ability to carry nearly everything under the sun—plus major investments in supply chain and

omnichannel—make them powerful players. But the “expert advice” piece is still where the community-focused chains shine.

More Than Just Tools

The merchandise mix inside these stores has shifted dramatically. Seasonal goods such as holiday décor and lawn and garden are now essential traffic drivers. Add in storage, organization, cleaning supplies, and even kitchen gadgets, and you’ve got destinations that capture more household spend than ever before. Menards has taken this to another level by offering groceries and pet supplies alongside its traditional home improvement mix. The strategy is simple: give customers more reasons to shop, and they’ll come back more often.

Digital Meets Hands-On

Like every channel, hardware retailers had to accelerate their digital game. Curbside pickup, app-based ordering, and faster delivery became everyday expectations during the pandemic. Home Depot and Lowe’s led the charge on logistics and online integration, while co-op models like Ace and True Value

leaned into shared technology systems. Still, the heart of the channel remains instore: shoppers may research online, but they want to see, touch, and get advice before making many purchases.

Competing on Experience

Competition is fierce. Mass merchants like Walmart and Target, warehouse clubs like Costco, and of course Amazon, all sell overlapping categories. What gives hardware and home centers their edge is the in-person experience. Demonstrations, project clinics, and loyalty programs keep the stores

relevant, but at Ace, True Value, and Menards, it’s often the helpful associate who makes the real difference.

Why It Matters for Brands

For suppliers, hardware and home centers present a unique opportunity to reach both contractors and everyday consumers. Innovation in durability, safety, or ease-of-use tends to resonate. And unlike some channels, hardware retailers are often open to telling a brand’s story through packaging, signage, and displays. For a company with a solutionoriented product, this is fertile ground.

Looking Ahead

The hardware and home center channel is no longer just about tools and parts. It’s about lifestyle relevance, digital convenience, and in many cases, human expertise. Chains like Ace, True Value, and Menards keep the service reputation strong, while Home Depot and Lowe’s push the boundaries on scale and e-commerce. Together, they’re shaping a category that feels much bigger than its toolbox roots—and one that will remain central to the way Americans shop for their homes.

Driving Growth Through Discovery

IN THE DYNAMIC world of general merchandise, from home and kitchen to pets and automotive, the path to sustained growth isn’t paved with last season’s bestsellers. It’s built on a foundation of continuous and innovative product discovery. For brands and retailers in these diverse categories, the challenge is not just to keep pace with consumer demand, but to anticipate and shape it. True category growth is a proactive pursuit, and it begins long before a product ever hits the shelf.

The traditional approach of reacting to market trends is no longer sufficient. Consumers are more informed and have higher expectations than ever, thanks to an omnichannel landscape that allows them to research, compare, and engage with products across multiple touchpoints—online, in-store, and on social media. This new reality demands a collaborative approach. Brands and retailers must move beyond a simple vendorbuyer relationship to become strategic partners in the discovery journey, sharing insights and working together to unearth the next big idea.

“Within General Merchandise categories, innovation is a key factor for growth and differentiation, states

Tony Giovanini, Senior Vice President, General Merchandise at ECRM. Even in highly commoditized categories, smart design, functional improvements, and sustainability features can transform everyday basics into margin-driving products. Retailers and suppliers that continually

Tony Giovanini

refresh assortments with innovative solutions not only capture incremental sales and impulse purchases, but also strengthen shopper loyalty by delivering a unique value proposition.”

At Retail Brand Discovery, our mission is to facilitate this vital partnership. This is precisely why ECRM (& Range Me) are proud to work alongside us. We’re singularly focused on building a marketplace where brand innovation and retailer needs converge, creating a powerful engine for discovery and growth. ECRM accelerates this by providing a curated, high-efficiency

. . . WE CAN NOT ONLY MEET THE DEMANDS OF TODAY’S SHOPPERS BUT ALSO CREATE THE DISCOVERIES THAT WILL DEFINE TOMORROW’S RETAIL LANDSCAPE .

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platform—through both virtual and inperson sessions—that ensures the right brands connect with the right buyers at the right time. We believe in the power of bringing ideas, innovation, and new products to the forefront to

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drive meaningful category expansion. Whether it’s a sustainable pet accessory, a clever kitchen gadget, or a durable automotive organizer, the right product at the right time can revitalize a category and inspire new sales.

Ultimately, the future of general merchandise is collaborative. It’s about a shared commitment to growth that goes beyond the transactional. By working together to identify, nurture, and launch innovative products, we can not only meet the demands of today’s shoppers but also create the discoveries that will define tomorrow’s retail landscape.

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ANNE-KATHRIN EISELT, PHD

Behavioral Science Consultant at Ipsos / BVA, GW Faculty, Advisory Board member

Q: What makes general merchandise such an interesting category from a behavioral science perspective?

General merchandise lives at the intersection of function, emotion, and impulse. Unlike staples or consumables, where buying is guided by habit or necessity, general merchandise often taps into discovery behaviors: those spontaneous, low-stakes moments when shoppers aren’t just fulfilling a need, but explore, indulge, or express their identity.

From a neuroscience perspective, these decisions are strongly shaped by the brain’s dopamine system that fuels motivation, novelty-seeking, and anticipation of reward. Shoppers experience dopamine “bursts” not only when they receive a reward but also in anticipation, when they see something visually striking, novel, or tied to a potential benefit. Visually appealing products, clever displays, or the sense of finding a “little treasure” can all trigger dopamine release, creating this burst of ‘wanting more’ and positively reinforcing the shopping experience.

Retailers who understand this dynamic can design environments that amplify these micro-reward loops. Whether it’s end-cap displays, seasonal promotions, or product bundling, they

all can offer a spark of novelty, positive feedback, and satisfaction that keeps shoppers engaged in exploratory behaviors like browsing, touching, and testing, and encourages return visits.

Q: How do shoppers make decisions in general merchandise categories like pet, school supplies, or home décor? Behavioral science shows that consumers rarely make decisions based on utility alone. In categories like pet care and home goods, choices are deeply emotional: Does this show how much I care for my pet? Will it make them happy? Does this reflect my personal style or identity? Purchases here are as much about expression and belonging as about function.

SUCCESSFUL PRODUCTS OFTEN STRIKE A BALANCE BETWEEN IMPULSE AND INTENTION .

Neuroscience supports this view. When people reflect on themselves and loved ones, the default mode network (DMN) and related brain regions for self-relevance and social connection become active. This helps explain why personalization, cause-driven messaging, and multisensory design elements, like texture, scent, and packaging, carry

disproportionate influence in these categories. They tap into identity and emotional resonance rather than just utility.

By contrast, back-to-school shopping is a seasonal ritual tied to temporal landmarks, moments that reset motivation and spark purchasing behaviors with a ‘fresh start’ mindset. For parents and students, these purchases are not just practical but identityshaping: What kind of parent am I? Am I setting my children up for success? Maybe a few extra items will help. Savvy brands that frame their messaging around these transitions, blending emotion, identity, and aspiration, can capture both hearts and carts.

Q: How do brands in general merchandise categories encourage impulse purchases without making shoppers feel guilty about them? Successful products often strike a balance between impulse and intention. A shopper may not plan to buy a scented candle, pet toy, or lunchbox, but if the item resonates with their mood, values, or identity, the purchase feels justified. We call this process post-hoc rationalization: the brain reframes an unplanned decision as a “smart” or “meaningful” choice.

This rationalized impulse is powerful because it transforms what could feel like a guilty indulgence into a positive act of self-expression or care. Brands that make this process easy by emphasizing sustainability, appealing design, causebased partnerships, or feel-good benefits, help shoppers feel good not only in the moment but also afterward. Over time, these micro-justifications can build emotional loyalty and encourage repeat behavior.

Q: What can retailers do to optimize shelf presence and digital discovery for their products?:

Retailers can optimize shelf presence and digital discovery by leaning into three proven behavioral strategies. First, salience and simplicity matter: bold colors, strong contrast, and recognizable icons act as visual anchors, while streamlined labels reduce cognitive load in crowded aisles where shoppers often experience decision fatigue.

Second, social proof and signaling provide powerful shortcuts. Labels like “bestseller,” “trending,” or “loved by pet parents” tap into the social brain, lower the perceived risk, and boost confidence in the choice.

Third, storytelling at the shelf makes purchases more meaningful. Whether it’s a back-to-school item supporting classroom donations or a dog collar funding rescues, contextual storytelling activates empathy and identity and thereby transforms a transaction into a statement of values.

The same principles apply online, where timely recommendations (“you might also be interested in…”) or social cues (“people also buy…”) recreate the sense of discovery and connection that drives engagement in-store. Done well, these strategies not only optimize visibility but also turn browsing into moments of delight that build loyalty.

Q: Any final thoughts for brands looking to win in general merchandise? Remember that shoppers are people first. Even in general merchandise, where margins and price sensitivity are real, decisions are ultimately guided by meaning, memory, and emotion. When a product makes someone smile, solves a problem effortlessly, or allows them to express who they are, it goes beyond simply being transactional.

The brands that win are those that look beyond what shoppers say and focus on what they actually do, investing in behavioral insights that reveal how people discover, justify, and return to products. In the end, it’s not just about moving units off shelves - it’s about creating moments and relationships that keep customers coming back.

Q: If a brand is ready to dive deeper into this, where should they start?

What we touched on here is just the surface, there’s so much more behind why shoppers choose what they do. A good starting point is a clear problem definition. As the clinical saying goes: “an accurate diagnosis is half the cure.” A business problem, like hitting a sales target, is related to, but not the same as, a behavior problem. The key is to map behaviors: what motivates people to act, what obstacles stand in the way, and what steps are required to close the gap.

Once you understand this, you can design interventions, whether it’s a wellplaced nudge, a default, or a framing change. And it’s often best to start small: keep it simple, clever, targetedgrounded in how people actually decide and behave, not how we wish they did. If you’re ready to go deeper, a behavioral science partner can help uncover insights that aren’t visible through traditional consumer or market analytics. That could include general training to build your team’s capability, or applying behavioral science to brand development, launch strategies, or engagement design. The goal is to make your strategy sharper, more human, and more successful; that’s exactly where behavioral science makes a difference, by providing the insights and tools to get there.

Final Word: Why General Merchandise Matters

WHEN WE SET out to create this issue, we knew General Merchandise deserved more attention. Too often, GM is thought of as the “everything else” aisle — the catchall category after food, beverage, and health & beauty have had their turn in the spotlight. But the reality is different.

TOYS AND GAMES AREN’T JUST SEASONAL—THEY’RE TRAFFIC DRIVERS AND BASKET BUILDERS ALL YEAR LONG

GM is the category that can do everything.

It drives higher margins. It sparks impulse purchases and seasonal excitement. It offers suppliers a chance to innovate quickly and gives retailers new ways to stand out. Most importantly, GM keeps shopping fun and engaging for consumers.

That’s why RBD and ECRM came together on this issue. ECRM creates the stage where retailers and suppliers connect, and RBD tells the story of why those connections matter. Together, we wanted to elevate GM and remind the industry that it’s not an afterthought — it’s a growth engine.

Our hope is that as you finish this issue, you’ll see General Merchandise not as “everything else,” but as a category full of opportunity, inspiration, and competitive advantage.

GM may be diverse and ever-changing, but that’s exactly what makes it powerful. And it’s why we’ll keep shining a light on it.

Chris Stanton Editor, Founder. Tony Giovanini, Senior Vice President, General Merchandise