Catch the Spirit

As December made way for January, it was time once again to roll out the same cliched sentiments we hear every year. We make resolutions. We say we're going to turn over a new leaf. We promise to let bygones be bygones. But this year the emphasis is different. What we took for granted before now has special meaning. Most of us regard our jobs, our families, our friends … our lives … with a renewed sense of gratitude and respect. That goes for our country, too.

As a nation, there still is a lot we have to get through. But overriding all our doubts and fears is another sentiment: The American Spirit. You can see it everywhere, from flag waving to fundraising, as Americans demonstrate pride in their country.

Of course, independent retailers face their own challenges. To help out, we present our version of "The American Spirit." For this section, beginning on page 94, we've selected product that spotlights the symbols of our republic, a host of designs that focus on the U.S.A. Some of the manufacturers of these products are donating a portion of their sales to relief efforts, and others aren't. But the point of "The American Spirit" section is to present to you product of lower and moderate price points that will entice consumers into your store over the next quarter or two. After that, let's hope it's back to business as usual.

While "The American Spirit" section focuses on a short-term solution, retailers also have to think long-term. By long-term, we mean the next generation of shoppers. In "Guess Who's Coming to Your Store," page 51, Meredith Schwartz reports on the tween phenomenon — kids age 8 to 12 who have so much money at their disposal that major marketers are targeting them. The reason? Media saturation has made tweens savvy shoppers, and they are already developing brand loyalty. The task for independent retailers is to create a tween- (and teen-) friendly environment through the right merchandise selections, advertising campaigns, and displays. After all, if these kids take a liking to your store, they'll be back — again, and again … and again.

By now, you'll have made your winter trade show plans. If any of you have opted out because of travel fears, give it another thought. You'll be missing great new products, and jeopardizing your store's chances for a spring rebound. So grab your open-to-buy plan, check for last-minute travel discounts, or get behind the wheel and head to your favorite gift trade show where you'll be sure to catch The American Spirit!