Sherry Morris

Marketing manager

Carpentree

With Mother’s Day approaching, what types of products should stores have in stock? Generally, it is always best to offer a range of price points and a breadth of product, too. From large art to less expensive items like journals or photo frames, consumers need a range to choose from. In terms of breadth, a collection “look” can offer a range of price points, and a number of different pieces from which to choose. If a customer is attracted to a “look” in a gift-collection display, offering a selection of items and prices will bring a cha-ching to retail registers. Customers appreciate well-presented choices.

Also, endearing framed art or other gift items offer verses like “Virtuous Woman” or thoughts that honor moms still bring a tear to her eye. Desktop treasures include figurines, small photo frames, gift books, framed-art gifts and small ceramics. Offer a large framed art piece on an easel with a sign: Would mom like to redecorate? New art refreshes décor.

Are there any trends to be aware of? Functional gifts seem to be a trend. Useful items that make mom’s world prettier still make great gifts, but are still things to help her get through her busy day. Moms still love items like keepsake boxes, trays, photo frames, tea-for-one ceramics, Bible covers (both print and electronic) and jewelry. Merchandise a range of functional selections together. Pinks, trendy patterns like animal prints and swirls are a few design trends to note.

In terms of pricing, what do you expect consumers will be buying for mom this year? It is very important to offer a range of price points, rather than focusing on a price the retailer thinks a customer will pay. If retailers focus on low-end items, sales will be missed. Retailers may run the risk of becoming associated in the customer’s mind as a store with “cheap” product. There is inherent value in giving customers choices. Customers gather information in the blink of an eye. Make sure the messages they receive about your store communicate who you are as a gift store with good, better and best products.
   
How can stores add on to sales-per-customer this season? I saw a clever display in a local store. In the center of the store, near the gift cards, a store offered several gift bags, already stuffed with tissue. The bags were plain, colored bags to cute and trendy. The message was clear—buy and bag gifts here. On a separate display nearby, there were a number of inexpensive low-end items that would be perfect gift add-ons.

What recommendations do you have for merchandising/display of Mother’s Day products? Merchandise with collections, colors, themes and then offer a range of price points within the display. Create ambiance that invites customers to look for gifts in your store. Window displays, signage, front-of-store feature vignettes and other areas that make sense for Mother’s Day product should all clearly show that customers will find Mother’s Day gifts in the store.

Think lifestyle displays, too. Create a display with a gift bag for a soccer mom that features a bag with items mom can listen to in the car or read while she’s waiting to pick up a child from music lessons. Or, offer mom some pampering with coffees, teas and other food items with a tea-for-one or other ceramic teacups, or other mugs. Mother’s Day is a great day to celebrate through creative merchandising in Christian retail.

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