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Annual Attractions

GDA Staff -- Gifts and Dec, 5/21/2011 1:14:20 AM

Annual Attractions 2012 Linnea Poster Calender comes in poster or desktop styles. $28 and $14, respectively. Linnea Design, dis. through The Madison Park Group. 888.682.2577. www.linneadesign.comLET'S FACE IT: MOST PEOPLE DON'T REALLY NEED TO BUY A CALENDAR THESE DAYS. They can easily find today's date with the touch of a button on their computer or cell phone ... not to mention that many businesses send out calendars as a free promotional item or that anyone can buy a wall calendar at a mass-market chain or a seasonal kiosk at the mall.
That's why as a independent retailer, your selection of 2012 calendars must offer consumers something special, a little added value that they are not going to find everywhere else. Calendar companies that cater to independent retailers have been busy thinking up new ways to make counting the days more interesting, whether it is giving a calendar added entertainment value, decorative embellishments, fashion appeal or artistic value, as well as additional functional elements.

Calendars with a Twist
     In the case of Blue Mountain Arts, faux-jewel embellishments on the cover make its 2012 calendar by artist Suzy Toronto, "A Year in the Life of a Wild Wacky Wonderful Woman," more fashionable (and gift able!), while the handmade paper of the company's "To My Daughter with Love," by Susan Polis Schutz, make that calendar more unique.
Lifestyle display features perpetual calendar and magnetic calendar pad along with notecards, stationery pads and journal notebooks for a coordinated home office look. Gina B Designs. 800-228-4846. www ginabdesigns.com     Says Dick Duff , Blue Mountain Arts' executive v.p. of sales: "A lot of companies do swimsuit model or scenic calendars, but few have themes for Mother, Daughter, Sister, etc. This allows gift shops to offer their customers something different.'
     Definitely different, and providing an element of entertainment value, are Orange Circle Studio's "Finger League" daily desk calendars. These boxed calendars have a built-in easel that turns it into a desktop game space. For instance, the Finger League Football calendar includes a mini football and field goal post; and the Finger League Golf version has a mini golf club that clips onto a pen or pencil, plus a roll-out putting green and three mini golf balls - making it the perfect daily diversion for any executive.

Keep 'em Organized
GLEANED Organization is much on everyone's minds these days, and showing consumers how to stay organized and have it look stylish is primary with many designers. So, calendar formats that keep people and their busy schedules organized are a real plus. "Organizational calendars and planners are perfect for those who want to get organized without sacrificing fashion," states Daniel Whang, president of Orange Circle Studio, which offers more than 100 other calendars in a variety of formats, including stylish weekly desk pads, "Monthly Weekly" and "Pockets Plus" wall calendars.
Organization is also a focus for Legacy Publishing Group, which has introduced a "Mini Magnetic Calendar" that includes a self-adhesive magnet for attaching to a refrigerator, file cabinet, locker door or magnet-board message center. This is a smaller-sized format of the company's best-selling "Magnetic Calendar Pad."

Art and Accessories
Consider appealing to your customers' decorating, fashion and lifestyle tastes through your calendar selections; this is another way to differentiate your offerings from the mass - and presents cross-merchandising opportunities as well. Two well-known brands - Lilly Pulitzer and Jonathan Adler - bring in their fashion/ lifestyle worlds to calendars and other coordinated accessories from Lifeguard Press. "Calendars and agendas have really become accessories, and independent retailers have the opportunity to present this in a more elevated lifestyle display than larger chains. They are functional and stylish," comments Todd Ferrier, founder and president of Lifeguard Press.
Finger League Football 2012 Daily Desk Calendar includes a goal post and mini football. $15.99. 888.757.0801. www.orangecirclestudio.com Some companies view calendars as an art opportunity. Linnea Design, distributed by The Madison Park Group, has long been known for its fashion-forward, poster-sized calendars, calendars. "[They] are as much a piece of art to hang on the wall [or sit on a table] as they are a functional calendar," relates Katherine Dikeakos, marketing manager at The Madison Park Group. "Linnea calendars [are] a gift that truly last the entire year. You'll fi nd recipients search your business out in December or January to fi ll their blank frame with the next year's images - oft en creating a Linnea Design customer for years to come!" Papaya! also takes a more artistic approach that also off ers an element of inspiration. "Each calendar is a work of art," states Mindy Carpenter, director of product development. "Independent retailers can showcase our product because our ‘look' can not be found everywhere."

Reflect Your Store
Carpenter sums up best what independent retailers should consider, when it comes to choosing what's right for their stores: "I think buying calendars that reflect the look and feel of your store is the best way to go. Calendars are both a personal investment and a gift for many people, and customers want to purchase ‘the feeling' they get in a store they love. That feeling is not the same in a kiosk or larger store, and I think customers are still loyal to the independent retailer when they love a shopping experience."

MAKING CALENDAR SALES

     Vendors are generous in sharing tips for successful selling. here a few gleaned from the resources with whom gifts & decorative accessories spoke:
     "Ask your sales reps for other ideas. In general, "it is absolutely critical that customers get to feel and look at the uniqueness of each calendar."
Birds & Blooms Birds and Blooms calendar features a glitter embellishment. $14. Papaya! 888.488.0638. wholesale.papayaart.com     - Legacy Publishing's marketing director, Mary Pat Heelan

"Create a lifestyle display that shows the agendas and calendars in a desk/office setting. Include coordinating ink pens, note cubes and other desk accessories. Also, having an agenda and calendar open is inviting for a customer to review." (photo top.)
- Todd Ferrier, Lifeguard Press

"Remove the shrinkwrap from a wall calendar so the customer can flip through the pages, view the art and be inspired to see it all year round."
- Mindy Carpenter, Papaya!

"Create boutiques around a central theme or artwork and incorporate other gift products. Carry a handful of unique and giftable calendars, which do not take much room to merchandise and are great impulse purchases."
Suzy Toronto Susy Toronto calendar has a faux-gem-embellished cover. $16.95. Blue Mountain Arts. 800.525.0642. www.sps.com - Daniel Whang, Orange Circle Studio

"Grouping complementary-themed gift items with calendars works for seasonal occasions, too. For instance, Blue Mountain Arts ships its 16-month "Mother" and "Dreams" calendars in March, in time for retailers to display them with Mother's Day and graduation gifts."
- Dick Duff, Blue Mountain Arts

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