Summer 2022 - 19

COVER STORY
even more to ensure we receive the product we want. We're fully
prepared to start stocking an off-site storage unit in May. "
15. Watch Those Numbers. When evaluating what quantities to order,
review December '21. " (Last year) we also completely underestimated
how much inventory we would go through in December - it was way
more than we had predicted, " Matsler pointed out. " After bringing in
some new product categories, we were surprised how quickly they
sold. This year we'll expand those offerings and closely monitor any
shifts in trends for Holiday '22. "
16. Lifestyle Trends Inspire Events. Like most stationers, Matsler wants
to hold more in-person events, designed around existing marketplace
hits. " (I'm) just hoping to have a more 'social-in-person' holiday
season this year - charcuterie board classes, gift wrapping classes,
shopping nights for private groups, etc.! "
17. Gift Your Goods. For those selling direct-to-consumer like Shauna
Green of Shavs Paper, Q4 is paramount - as is partnering with
notable Instagrammers. " Last December alone I sold 25k worth
of wrapping paper, " she remembered. " I think the main way was
through influencer marketing. I have personal relationships with
some celebrities and influencers, and so gifting them with some
paper really helped my sales. Fortunately for me, my paper is pretty
Instagrammable, so they all wanted to post without prompting them
to do so. "
18. Rethink Your Holiday. One way to really make the most of this special
season is by stretching out promotions, as Linda O'Boyle, owner,
Metro Home Style, did in '21. " During the pandemic we changed the
model of our Holiday Open House from a two-day mobbed event
to a full week of reserved shopping sessions we branded Gift Week.
Feedback from customers clearly showed us that this new format was
what they preferred, and it had nothing to do with COVID-19 fears - it
was what they liked better! So we repeated it for 2021. It was a huge
success and this is how we are doing large-scale events going forward.
We (already) did it for our spring open house this year and will host
Gift Week again in 2022. "
19. Coddle Your Clientele. By integrating small-group appointments
into Gift Week, sales are spaced out and built organically as individual
attention is lavished upon each party, O'Boyle concluded. " Customers
feel special arriving for their small-group appointments. They are
given personal perks, swag and a signature cocktail upon arrival.
It's a much more relaxed shopping experience than the previous
format where customers felt rushed, couldn't get to displays because
of the crowds, or only bought a few things because it was tiresome
working their way through the mob, and they couldn't concentrate
on what/who they needed to buy for. Some people left because it was
so crowded, saying they would 'come back another time.' The result
of the new format is people stay longer, enjoy shopping more, the
average sale is way up, (and) there is a lot less stress on staff. The
bottom line of the reserved event is much higher than the previous
open house format. " S T
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Summer 2022

Table of Contents for the Digital Edition of Summer 2022
