John Paul Brownlow, vice president of sales, Brownlow Gifts

With Mother's Day fast approaching, what types of products are not-to-miss? "Obviously, cards are a primary focus, but you also want to consider a variety of other items, including plaques, books and even personal care items."

Are there any trends in color or theme, for instance, retailers need to be aware of for Mother's Day? "There are several directions to go with color, but a fairly easy route is pink! It has an obvious feminine slant to it, and you can find pink products from many different suppliers."

In terms of pricing, what do you expect consumers will be buying for mom this year? "We all know spending will be down somewhat, but that doesn't mean you have to roll over and give up. Make sure you have many different items with retails under $20, and a few with higher retails."

How can stores add on to sales per customer this season? "Go to the craft store and try to find some cheap baskets so customers can make their own custom gift basket of items for mom. If you provide the basket-not free, but a modest charge-and make it easy for them, they will find it hard not to put several smaller items together. Imagine a book for moms, plus a plaque and a candle, all in a nice basket. This concept can also be done with paper gift bags and tissue for sale right at the display of mother items."

What recommendations do you have for merchandising/display of Mother's Day products? "This is something we all know as well, but it is worth repeating: Put it in the store where everyone sees it when they come in. Take whatever gift fixturing you already have and dress it up. This can be a floor display or a tabletop version. Go buy some pink fabric and weave it through the products and fixturing to get people's attention. Add some potted silk flowers and some interesting props, such as a colorful hat or watering can. Add some signage to it, such as ‘Wellspring Christian Store, your source for great Mother's Day gifts.' Most of your customers walking through the door have to get something for mom, so why shouldn't they buy it from you?"

• Prev
• Next