Better Off Red
Market to sweethearts, and see green this February.
Even if you don't own a flower or candy shop, February's
arrival is good news. According to the National Retail Federation,
in 2005, people spent an estimated $13.2 billion buying gifts for
their sweethearts for Valentine's Day. According to Carol Schroeder, author of Specialty Shop Retailing: How to Run Your Own
Store, "People are moving away from heart-shaped
paperweights and more toward meaningful gifts." Rosanna Bowles' Rosanna Inc. knows how to market to this crowd. The
upscale Seattle dishware retailer creates displays featuring red
plates, platters and accessories. Says Bowles, "Retail sales
are slow after Christmas, but February is our first blip on the
radar screen, when things start to pick up." A few ways you
can take advantage: - Use red. Red is powerfully linked with Valentine's
Day, so look for scarlet merchandising ops. "A hardware store
can create red gift baskets filled with tools," suggests
Schroeder. Or offer discounts on any red products you sell.
- Tag traditional advertising. Use your regular promo to
suggest your products as perfect gifts.
- Have some heart.Orange Tree
Imports, Schroeder's own shop in Madison, Wisconsin, adds
heart-shaped balloons to Valentine gift purchases over $10, adding
a holiday-appropriate touch.
Gwen Moran is co-author of The Complete
Idiot's Guide to Business Plans. Content Continues Below
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What makes a good client gift?
What guidelines do you follow when buying gifts for your clients? Have you ever received an unusual or inappropriate gift?
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