We asked: How can retailers build sales in the wedding season?

"Most people still wed in a church, and others who marry in halls, parks (and) municipal buildings wed under God. While these facts have always been known, the majority of wedding gifts are purchased in secular department and specialty stores. Why is that, I've always asked? Christian stores ought to own this category and be the No. 1 destination shop for wedding gifts. Although there are some months that statistically show more weddings, people get married every day, every week and every month around the country. Creating a destination place for wedding gifts just takes a great and assorted selection and consistent stock. It's like bread and butter in a grocery store; they can never be out of it. Customers will come back and tell others after seeing a great selection of wedding gifts, and those they tell, will tell others, and soon you can become that No. 1 destination place."
Ed Nizynski
Vice president sales
Lighthouse Christian Products Co.

"Weddings are all about customization and providing those personal pieces that provide that special touch. The Psalm 23 Jewelry collection (www.Psalm23Jewelry.com) provides stores with a no-cost and zero-inventory method to custom-sell our entire jewelry line. Psalm 23 is the most recognized chapter in the Bible and has provided a message of hope and comfort for over 3,000 years. Custom-developed pieces are ordered for brides, attendants and mothers, and stores don't have to worry about carrying a large inventory. A free sample bracelet is provided to stores to assist in selling this inspirational jewelry line."
Gerhard Kramer
Marketing director
Psalm 23 Jewelry-Laura K Designs

"Retailers should create a feature display of gifts for the wedding party. (For) bridesmaids, groomsmen, flower girl, ring bearer, mother of the bride (and) father of the bride, jewelry is a great thank-you gift. ... Personalize a pendant for mom with the date of the wedding."
Laura Lung
President
Bob Siemon Designs

"Consistent assortment. Although the number of weddings vary month to month, there are always people getting married, getting engaged and planning weddings. It is a year-round event. It is important that the store has a consistent assortment of gifts for weddings and wedding-use products (cake knife, unity candle). If the store has a great selection sometimes and a weak selection at other times, the customer will not count on you as a wedding resource or wedding gift destination place.

"Generation-bridging products. The greater majority of the couples getting married will be in their 20s and 30s. However, the people buying for them in your store will most likely be older. Your wedding assortment should be younger and more contemporary. However, you don't want it too contemporary (so) that your more mature buyer would not purchase it. I always like to say, it's what my mother thinks I would like. Most moms have a general idea of what their daughters like, but they usually interject a little of what they like into the buying decision.

"Cross-merchandise other non-gift wedding products/services. Many stores carry many more items that can be used by a newly engaged couple or a couple planning their wedding that are located in the gift department. Let customers know that your store carries a great selection of marriage books, couples' devotional books. ... Many stores also have a selection of recorded wedding music and wedding bulletins. Some stores even have a wedding invitation book to order custom invitations from for the special day. You may not want to integrate the actual products in the display. You may want to create a nice framed sign to place in the wedding display to showcase the other services your store offers.

"Weddings are one of the life events when people think of giving a Christian gift with scripture. It is a great opportunity for CBA stores to meet needs in their communities."

Amelia Nizynski
Manager, marketing department
Lighthouse Christian Products Co.

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