Page 230 - AmericasMart: Market Magazine July 2017

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“A lot of people have themed trees now,” says Jenkins- Gibson. “If they were raised in a house where there was just a mish-moshy tree, they want their tree to be all Santas
or all angels.”
Unfortunately, that’s where the certainty ends. Jenkins- Gibson says she has noticed tastes are constantly changing among these consumers. That, she said, makes attending The Atlanta International Gift & Home Furnishings Market® every year a must for her.
“It’s a total crapshoot every time you buy something,”
she says. “You hope you get better at it and try to and stay within the format of what you do best.”
AmericasMart, Jenkins-Gibson says, has the kind of variety she needs to serve today’s customers.
“It’s also very well-organized, and I’m comfortable there,” she adds. “I can go to work with my big accounts and find new lines, which is the main thing. It’s a hospitable show, the hotels and restaurants are right there and it’s in a good area of town.”
Experience has taught Jenkins-Gibson to expect the unexpected from her customers. But at least she can count on her sociology background and the Atlanta International Gift & Home Furnishings Market to anticipate their needs.
Barbe Jenkins-Gibson is owner of Christmas Cottage in
Lincoln City, Ore. For more information, visit christmascottage.net
SIX TIPS FOR SELLING HOLIDAY DECOR
Sell the experience. New generations of customers, including Millennials, respond most to stores that transport them to new places. Make sure to create a definitive holiday atmosphere in your store.
Buy wide, not deep. Technology and transience have created a variability never before seen among holiday decor shoppers. They want variety in a product mix.
Personalize. Take advantage of every opportunity to customize products on-site, whether it’s ornaments or Christmas stockings.
Theme your trees. The demand for well-organized, themed Christmas trees grows as younger generations look to create their own holiday traditions.
Think about music. Never play the radio, even the stations that play holiday music 24/7. Advertising breaks kill
the mood.
Look at licensing. Constantly connected younger generations are drawn to character-driven product. Add a few licensed ornaments and other decor to your mix to catch their attention.
Images: Blue Water Photography
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