The Soft Sell

Driving sales in the first and second quarter of the year is a difficult challenge that every retailer faces. After Christmas, shoppers tend to feel that they're stocked up on stuff and short of cash. In the northern latitudes, they're reluctant to venture out into the winter chill unless they have a very compelling reason. Plush — warm, comforting, and geared toward first and second quarter holidays — is the one product that can convince consumers to spend.

Jennifer Monson, vice president of product marketing for Oakland, New Jersey-based plush manufacturer Russ Berrie, points out that Easter and Valentine's Day are the principal selling holidays for plush products. Christmas comes in third. But Easter and Valentine's are two distinct markets, according to Monson. Easter customers are looking for bunnies, chicks, and ducks for the little ones' Easter baskets. In general, that means retail price points of $12 or less. On Valentine's Day, however, the gift-giving motivation is love, and the plush purchase will often stand alone. In that case, customers prefer a higher price point of $15 to $25.

The size of the item doesn't play as great a role in customers' buying decisions as many believe. "It's far more relevant in the mass market than in the specialty gift market," says Monson. "People in the mass market buy plush by the inch. People in the gift market are buying by design."

Even with an emotional product like plush, multifunctionality and practicality are keynotes for today's shoppers. With consumers on the lookout for versatile product, manufacturers such as Russ Berrie make their plush adaptable to different seasons. "What we try to do with seasonal plush is to create great everyday merchandise that has a slightly seasonal accent. Because you want the appeal to last beyond the season," explains Monson.

Seasonal accents to plush pieces — such as hats and scarves — can be removed to make the seasonal piece a year-round mainstay. Later, removing accessories can uncover the attractive power of the plush itself.

New materials are always a draw. Chenille continues to be a popular plush material, as does a super-soft next-generation ultrasuede fabric that offers unique tactile pleasures. What's next? The appearance of new materials such as microfibers, popular in the home and interior industries, gives a clue as to where the plush market may be headed next.

Similarly, fashion and home trends indicate the coming colors of plush. Valentine's Day, of course, has a primarily red palette. But shades can vary from scarlet to fuchsia to raspberry, depending on color trends.

When it comes to species, however, most shoppers are traditionalists. While monkeys and other novelty creatures come and go, puppies, cats, and bears remain the mainstays of the plush menagerie. "Familiarity breeds comfort in this market," notes Monson. "That's what people are looking for in plush. You don't want to be startled by a stuffed animal."

While larger retailers might want to consider using plush product as an add-on purchase, Monson suggests that the best way for independent retailers to promote first and second quarter plush is to tell a strong color story. Seasonal plush in particular sells better when it's displayed in combination with hard goods. For Valentine's Day, try mixing huggable bears in trendy shades of red, white, and pink with candles, bath gels, gourmet candy, jewelry, or even stylish stationery in the same color palette.

It's a soft answer to one of retailing's hardest challenges.