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April's
Articles for Giftware News:
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Ring In Spring
To the tens of thousands of small retailers out there perched
on the melting snow bank of winter's end—to those myriad
of shop owners who are about to become airborne in the clear air
of spring—before diving toward the hot daze of summer sales—now
in retail is the time to make money!
These are the days of open doors—even if your staff is freezing
inside—it is the time of year to leave that shop door open
wide. It is the time to move to weekly rather than monthly window
changes—people are out and about and will actually see them!
Crisp and fresh store fronts—clean the windows of winter's
residue. Change is welcome, just like new bulbs in spring—and
speaking of which, there are some lucky folks in the South who
are putting out flower baskets and painting store fronts—in
the North, we are still battling grime and sweeping dirty snow,
but our welcoming smiles are as bright as the first snowballs—and
seeing customers after a long winter is like seeing our returning
birds, we know their friends are not far behind. For all of us,
it is the time to lay out our goods in all of their proud glory.
To show what we have made, purchased, procured and acquired—Spring,
my friends, must be unsprung!
Weddings are coming, graduations are around the corner and summer
homes will soon be opening up. Mother's Day and Father's Day are
almost upon us. There are many firsts in the spring—first
straw hat, first barbeque, first farmer's market, first picnic,
first sundress and baby's first outing—and each of these
firsts can create its own promotion—its own retail focus.
First dance, first graduation—all of the way from day care
to college degrees—each of these events calls for celebrating
and shopping. Find the firsts that you have bought product for.
Make a list of the firsts, and you can start your spring displays
centered around what people will be thinking of, and looking for—strut
that great stuff.
Every week demands a strategy—and every week, strategies
must be fresh. Because now those winter weary customers are crawling
out and looking for the fresh promise in the most quixotic of
seasons. Spring—it makes us. While in February, no amount
of effort will fix a month short on customers—now, in April,
no amount of work is too much. This month you can start to see
the rewards of your efforts.
Check your store hours—do they adjust for spring? Check
the evening traffic—if people are out again, you may want
to be open when they are strolling around, before and after dinner.
I personally know that having salespeople dressed in spring colors
is a sure way to help your customer feel spring too. Do they need
encouragement to change into spring clothes? You need to tell
them. It is time to toss out the turtlenecks and corduroys—pick
up a pair of spring shoes and inhale!
Regarding color—for those of you who look like you lived
under a rock for the last six months—a little pasty and
grey—try some of the great spray on tans—Neutrogena
is my weapon of choice. Got the glow? Ready to go!
The life's breath of retail—our customer—is once again
on the move. So set the chairs outside your shop, put a fresh
display in the window—redo the lead tables, and help your
customers feel that you are just what they are looking for.
Ring in Spring.
Burlington, Vermont
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