Claim Your Independents!
Not all toy stores are created equal
By Kathleen McHugh -- Gifts and Dec, 4/1/2009 12:00:00 AM
|
|
Kathleen McHugh is president of the American Specialty Toy Retailing Association |
Rethinking the whole shopping thing? Hardly a day goes by without a newspaper headline trumpeting America's purported shift away from rampant consumerism in the face of the economic downturn. Turn the page and there's a story encouraging us to help jump-start the economy by spending more. What to do? One solution is to join the many families nationwide who are claiming independents, so to speak, in their shopping habits.
Maybe the best impact of the non-stop news about the economy is that so many families are reconsidering not just what they spend, but also where they spend it and why they make the choices they do. Today we understand that plopping down our credit card means more than simply bringing home something new. That transaction launches a flow of dollars that end up in ...well, that depends on exactly where you have plopped down your credit card.
Introducing your independents
That's why, when it comes to toys, the American Specialty Toy Retailing Association (ASTRA) wants you to know about your locally owned neighborhood toy store—known in the industry as "independents."
"Here's how I think about it," says Kate Tanner, owner of Kidstop Toys & Book Store in Scottsdale, Ariz., and volunteer chair of ASTRA's board of directors. "If you live here, and you buy that birthday gift for your granddaughter in my store, you are helping me create jobs right here in Scottsdale. Your sales tax stays here. The money I pay for my store's lease, and most of the various taxes and fees I pay as a business owner stay here or in the state of Arizona. If more of us choose to do our shopping at locally owned stores, that profit goes back into our communities."
It boils down to this: each of us has some say about whether the money we spend stays in our local economies—re-circulating to help create jobs and prosperity in the communities where we live—or whether those dollars leave town immediately, headed to corporate headquarters somewhere distant as soon as you walk out the door of some chain store or click "buy" at a national online retailer.
And that's not all. If you embrace shopping independents, you can expect an entirely different retail experience. For example:
-
Commitment to customers. "As a parent, one thing I love about our local toy store is that I can find the owner on site almost any time I walk through the door. That tells me my business is valued, and I will walk out a satisfied customer," says Chris Baker, a Phoenix businessman with three young children whose family shops frequently at Tanner's Kidstop store. "The hands-on involvement and commitment to customers that a small owner-operated business can deliver is tough to duplicate in large chains."
-
Reliable products. "One of the things you'll find at locally owned stores—especially those that are ASTRA members—is that the products are generally more innovative and much better made," says Tanner. "And ASTRA retailers are committed to products made by manufacturers who have met or exceeded all safety standards. More than 70 toymakers stocked by ASTRA stores have posted their safety practices and test results on ASTRA's website, Astratoy.org."
-
Great service. Many parents may not know what type of toy is best for their child's developmental level, but their local toy store owner should. "Oh, we can solve that," promises Tanner. "Our store and other ASTRA member stores are known for their understanding of how to match toys to where kids are developmentally. It's one reason you walk out with a toy your child will play with over and over and over."
-
Top value for your dollar. If the toys are better at independent stores, don't they cost more? Not so fast, says Tanner. "Let's say a $10 dinosaur at a chain is a great birthday present. So you buy it. And you buy gift wrap and ribbon and a bow. Also the card. When you add it all up, that gift just cost you $15. For the same $15 at most independent toy stores, you can buy a better bronty and get free gift wrapping. The real story," says Tanner, "is about value. And the good news is that independent stores usually look good on price even before you run through the arithmetic."
You can find nearly 500 locally owned toy stores at Astratoy.org.
We would love your feedback!
-
Goal 2012: Master Your Store's Financials
Feb 25, 2012 -
ASTRA Conducts Independent Retail Performance Survey
Apr 11, 2012 -
The Gifted Retailer
Sep 21, 2011 -
Playing It Safer In 2009
Feb 1, 2009 -
Making Dreams Come True
Feb 25, 2012
Featured Company
-
FurnitureCore.com
FurnitureCore.com is a dynamic web application aimed at the furniture industry. Retailers and manufacturers alike will find our deep reserve of tools to be exactly what their furniture business needs.www.furniturecore.com... more
VIEW ALL GALLERIES
