1. Supplier Advice + +
Industry experts pinpoint ways to grow gift sales in 2014.
By Lora Schrock
Gifts Spring
Forward
ciding early doesn’t cost anything, but pro-
vides many benefits.”
Studying previous Christmas seasons’ sales
history by product can help Christian-store
retailers make informed buying decisions.
“Seasonal foundational product will be the
core of providing ongoing Christmas sales
success year after year,” says John McKinney,
Sr., Swanson’s VP. “New seasonal product
options are always good and necessary, but
stores must know what has sold well (and not
so well) in the past to maximize sales.”
Bob Siemon, founder of Bob Siemon De-
signs, suggests having gift product ready be-
fore Thanksgiving for customers who want a
jump on holiday shopping.
“Remember that orders from overseas
manufacturers usually require an early
commitment since product will take weeks
to make and ship out,” he says. “Domestic
manufacturers can cut the time and deliver
orders faster.”
Play Up the Differences
Christian storeowners are set apart from
other retailers by the nature of the product
they sell. Drawing attention to these differ-
ences is important in selling Christian gifts.
“Focus on the message,” advises Siemon.
“For example, while local competitors sell
snowmen, reindeer, and elf products for
Christmas, have merchandise that highlights
the true meaning of the season.”
Vic Kennett, founder and CEO of Kerus-
so, agrees. “Christian stores are destination
locations for customers who want mer-
chandise to share their faith and give gifts
of faith,” he says. “Targeting this message in
advertising differentiates the Christian store
from all other types of stores surrounding
them—it is one of their greatest advantages.”
Another unique quality the Christian
marketplace offers is the store experience
they can provide.
“Specialty retailers like Christian book-
stores must offer a superior customer experi-
ence,” says McKinney. “Many times products
can be found in both Christian bookstores
and secular competitors. So what makes the
difference is the store experience. This starts
with the owner or manager and flows down
to each staff member.”
Part of the store experience is the prod-
uct the store carries. To play up their unique
offerings, Loughman suggests retailers work
with their sales reps.
“When it comes to the gift industry, there’s
plenty of merchandise to go around,” he says.
“A sales rep can help retailers differentiate
product. Don’t shy away from bestsellers—
they are a must-have, regardless of who else
has them. Presentation is key; the way the
product is displayed can be the selling factor.”
On the other hand, Not of This World
Sales VP Bill White doesn’t think it matters
Gift sales are on the rise. Accord-
ing to Unity Marketing’s Gifting
Report 2012, the gifting market
accounts for $1 of every $10 spent
at general merchandise, apparel
and accessories, furniture, and
other sales (GAFO) stores.
How can Christian-store retailers maxi-
mize gift sales in the new year? CBA Retail-
ers + Resources went to the marketplace to
identify the keys to successful—and profit-
able—gift selling.
Prepare for Christmas in
January
Retailers may have just packed away Christ-
mas decorations, but the key to success for
next year is to plan next December’s gift
sales now.
“Retailers need to make their final de-
cisions in the first quarter. If they wait to
place purchase orders with vendors, they
are subject to price increases, later delivery
dates, and unavailable bestsellers,” says Dan
Loughman, CEO of Roman, Inc. “They don’t
have to pay when they place an order, so de-
The Official Magazine of CBA22 CBA Retailers+Resources | 01.14
“Christian stores are destination locations
for customers who want merchandise to
share their faith and give gifts of faith.”
continued on page 24

2. if competitors carry the same product. What
counts is the customer service.
“It’s all about relationships,” he says.
Become a Merchandising Expert
Retailers can sell more gifts if they merchan-
dise them on touchable displays. Creating great
gift displays starts with training frontliners.
“Stores that want to be successful in selling
gifts need to find a person who understands
basic gift display techniques who can cre-
atively approach merchandising and remer-
chandising gift departments,” says Sherry
Morris, marketing manager for Carpentree.
McKinney also sees the value of involving
frontliners. “Take your merchandising ideas
to your staff and utilize their suggestions. You
might discover that somebody has a real tal-
ent for making these types of things happen.”
Cross-merchandising products from different
departments not only generates add-on sales, it
alsoisanopportunitytohavefunandbecreative.
“Create themed sections in your store that
allow customers to browse through the prod-
ucts,” suggests Siemon. “A customer intending
to purchase one item may consider buying
other related merchandise if seen together.”
“Effective cross-merchandising compels
customers to not only buy a gift but also
to buy the sister gift next to it,” says Ken-
nett. “For example, if you’re selling scarves,
you need to have scarf rings and scarf jewel-
ry next to it so consumers will feel they need
to buy both pieces.”
To effectively market apparel, display
shirts design-side out when they are stacked
on tables. Another option is to create outfits
and display them on mannequins.
“Merchandisetheoutfitwithjewelryandac-
cessories for a compelling display,” says White.
When it comes to the display case, how-
ever, limit product only to expensive items.
“People want gifts accessible. Items in dis-
play cases tend to get ignored,” says White.
“Display cases should be used for display.
Treat it like a display window. Decorate it
with the latest theme.”
Variety is crucial for a great display.
“Look for locally made and U.S.-made
goods,” says Morris. “Mass-produced im-
ports often have limited verse selections.
Look for Scripture that is different than ordi-
narily seen, and include these items in your
product mix.”
Loughman recommends storeowners buy
gift product from several vendors.
“You need to cover all bases: high- and
low-price points, impulse purchases, dump-
display items, stand-alone items,” he says.
“Don’t have your store look like you only buy
from one company.”
Michael Kline, sales manager of Christian
Art Gifts, advises retailers not to lose sight of
point of purchase gifts. “Impulse items such
as key rings, magnets, and magnetic page-
markers remain important.”
Consider pre-wrapping a few jewelry
pieces as presents for Valentine’s Day or
birthdays and keep them near the register
so harried shoppers can grab a last-minute
gift. You might also keep small gift books at
the counter for customers to thumb through
while they are waiting in line.
Stay Ahead of the Curve
Christian retailers who succeed in gift selling
stay on the cutting edge of merchandising.
“Gift merchandising is much different
than merchandising books or other typical
bookstore items. Lifestyle merchandising,
theme merchandising, and color story mer-
chandising offer new ways to approach the
task,” says Morris.
White emphasizes the importance of
keeping displays fresh and new.
“Keep the product moving around the
department. Change up displays every two
weeks,” he says. “Hot-selling items may be
selling because they’re in a particular loca-
tion within the department or the store.”
To jump ahead of the competition, visit
other retailers to study their merchandis-
ing techniques and adapt and improve what
they’re doing for your store.
“Youcantakeelementsthatyoulikeandfigure
out how to make them work for your situation,”
saysMcKinney.“Mostofthetime,youcandupli-
cateasimilareffectatamuch-reducedcost.”
Siemon emphasizes research as a way to
stay current. “Read gift magazines to find
the latest trends. Attend seminars at the gift
marts where a professional can offer other
possible strategies that you can incorporate.
Have a merchandising consultant evaluate
your store and make recommendations.”
Retailers also might find inspiration from
a variety of online sources.
“Pinterest offers great ideas for visual
merchandising using all manner of props,”
says Morris. “Props are a must, so be sure to
have a budget for additional items.”
She also suggests retailers explore new gift
categories in the coming year, such as pil-
lows, fashion, and tabletop gifts. “Learn how
to display these with flair so your store can
be a destination for great gifts.” R+R
Supplier Advice + +
The Official Magazine of CBA24 CBA Retailers+Resources | 01.14
“Stores that want to be successful in selling gifts
need to find a person who understands basic
gift display techniques who can creatively ap-
proach merchandising and remerchandising
gift departments.”
“Look for locally made and U.S.-made goods,”
says Morris. “Mass-produced imports often
have limited verse selections. Look for Scrip-
ture that is different than ordinarily seen,
and include these items in your product mix.”
continued from page 22