Make Room For Baby

There are about four million new citizens arriving in the United States each year, and they come without a stitch of clothing; not a single toy, bib, or blankie. They're the babies born to America's 82.5 million mothers, and they usher in a spate of spending that begins months before they even appear on the scene.

For the independent retailer, catering to this demographic can mean growing sales, connection with community, and an expanding customer base that, if properly cared for, will return for repeat sales in the years to come. Of course, there's a lot of competition, not the least from the big boxes. But the hearts (and wallets) of consumers can be won with the right merchandise mix (not necessarily price-driven), product knowledge, dynamic displays, in-store events, and personalized service.

On a recent shopping trip to Buy Buy Baby, a big box baby store chain in the Northeast, I learned the hard way how not to treat a customer. Armed with a gift registry list, I went on a hunt for a friend's baby shower selections. Finding the clothing section in Buy Buy Baby was easy enough, but finding product — and a sales assistant — was another matter altogether. I waited a half hour for some kind of help, but to no avail. Eventually, I ventured into the toy department, and, miracle of miracles, found one of the items on my friend's list.

But what a waste of time. It doesn't take a rocket scientist of an independent retailer to know how to correct the shortcomings of a shopping experience like that.

One specialty retailer who knows what it's all about is Camelot, a 2,100-square-foot gift and furnishings store in Bayside, New York. Owners Georgia Michaelides and Donna Sbarro dedicate a quarter of their store to baby gifts that account for 30 percent of their sales.

“Our store is a family environment,” says Michaelides. “We have a personal relationship with our customers, and we want to make them happy.”

In addition to personalized service, knowing your customer means knowing what they want to buy. After all, what sells well in a downtown urban location may not move in the suburbs. “I buy things that people in this area will appreciate,” says Michaelides. “Big stores have furniture and casual clothes. We have things for mother and baby that they won't find in other places, one-of-a-kind items no one else has.”

Camelot carries traditional baby items like imported formalwear, blankets, piggybanks, tea sets, and memory boxes. But your customer may be trendier — if so, opt for edgier gifts. It's all about knowing who you're selling to.

But you also have to know what you're selling. Michaelides and Sbarro know their inventory front to back, top to bottom, and make sure the sales staff knows it as well. “If a customer comes in and asks for a baby gift in a particular price range, staff can immediately show them an array of items,” says Michaelides.

Of course, shoppers can find the essentials they want at big stores like Buy Buy Baby (after a long, lonely search, if my experience is any example). But what they won't find are the kind of uniquely packaged gifts and accessories that specialty retailers can provide, such as Me Giant's T-shirts packaged in lunchboxes, or dinner sets featuring storybook characters from Precidio Inc.

Presentation plays an important role in specialty gifting. Customers want to give beautifully wrapped presents, but many either don't have the time or are all thumbs when it comes to dealing with ribbon. Make sure your gift wrapping service is the best it can be, offering upscale papers and creative finishing touches. A well-wrapped package will also add to the perceived value of the gift.

Gift baskets are another surefire way to create unique gifts. A baby-themed basket can be filled with treasures such as a silver spoon, first curl box, photo frame, blanket, and piggybank — all wrapped to create an eye-catching presentation.

Be sure to include your store's address and other contact information on every baby gift you send out the door. The receiving mother will be encouraged to return when it's time for baby's next gift.

Tending to details like these will set your store apart, and will guarantee that you get your share of today's baby boom shopping spree.

2 Average number of children that women today can expect to have in their lifetime.

Source: National Center for Health Statistics

4 million Number of women who have babies each year.

Source: National Center for Health Statistics

100,000 Slightly more than 100,000 women who have babies each year are age 40 or over.

Source: National Center for Health Statistics

40% Average percentage of births annually that are the mother's first.

Source: National Center for Health Statistics

1-in-32 The odds of a woman delivering twins.

Source: National Center for Health Statistics

55% Percentage of mothers in the labor force in 2002 with infant children.

Source: Bureau of the Census

10 million The number of single mothers living with children under 18.

Source: Bureau of the Census

6.8 million The number of full-time Moms in 2003.

Source: Bureau of the Census

21.5 Average age for a woman to have her first child.

Source: National Center for Health Statistics