Answering the Bell

Come fall, nearly 75 million American students will head back to the classroom, and in the weeks preceding that first school bell, more than $40 billion will be spent re-outfitting and resupplying the nation's pupils. When it comes to providing ordinary school supplies (pencils, pens, notebooks, etc.) and everyday apparel, gift retailers can't and shouldn't compete with mass merchants, big box office supply stores and drugstore chains. But specialty stores can capitalize on back-to-school (BTS) spending in other ways.

Gift, stationery and decorative accessories retailers should focus on what they do best: providing great service and presenting unique product that can't be found in the big boxes. Take a look at your current merchandise mix to see how it can be re-focused and promoted for BTS sales. Items such as workspace fixtures, storage and organization accessories, lap desks, and tech accessories offer the perfect niche for specialty retailers to enter the back-to-school market.

One often-overlooked category for BTS merchandising is the creation of an efficient, comfortable work/study area in the home. Whether the work area is designed for one or many users, keeping clutter under control is key to maintaining a viable and visually appealing space. Good storage and organization accessories are imperative.

Of course, big box stationery suppliers offer these office basics. But that's all they offer — the basics. Gift retailers can bring more options to the table, so to speak, especially when appealing to younger consumers. From decorative pencil cups and letter holders to stylish media storage containers and even wastebaskets, there are plenty of creative collections in bright colors and attractive materials to make the workspace inviting.

Another key to workspace organization is a good filing system. Yet typical filing cabinets are not decor friendly. Practical, modular, design-friendly filing creates a less “office-y” look and while keeping things orderly. And modular pieces, such as the New Generation Leather Storage system from Global Views, can be stacked or arranged in different ways, mixing and matching units to the taste and needs of the consumer.

Retailers can showcase workspace merchandise by creating eye-catching in-store displays. Show how wastebaskets can be used to store plush toys, or letter holders to support a variety of small notepads. Mix colored pieces with mesh, metal or woodwork.

“We do untraditional things when creating displays,” says Andrea Lindsey of Design Ideas in Springfield, IL. “[We] make it bright, make it fun.”

These kind of displays will not only grab customers' attention, they'll also provide ideas for organizing workspace while maintaining a coordinated, stylish design.

Outfitting wall space is a method of clutter control that's often underutilized, especially in small spaces. Where available work surface is limited, hanging organizers can get tools out of the way while keeping them conveniently within reach.

Cork boards and magnet boards allow for more workspace by pinning up notes, messages, or invitations without damaging walls. And of course, you can't display cork or magnet boards without the essential memo tack or magnet. All these items are great add-on sales, and there's a creative selection for gift and stationery retailers that the mass merchants just can't compete with.

Wall space can also be used to enhance and personalize the workspace and make it more inviting. Show customers how to use cork or magnet boards, or a variety of mats and frames, to highlight kids' artwork and papers. This is a simple way to add a personal touch, highlight good work and make kids feel appreciated.

Good lighting is essential for learning reading, writing, and arithmetic. To keep work surfaces clear, hanging fixtures are always ideal, but a good desk lamp can make a wonderful decor statement.

For the student on the go, portable lamps that clip onto books offer convenience and function in small packages. Focusing light directly on study materials while holding the page open, these versatile lamps keep students hands free for writing or working on the computer.

But not all students like to work at a desk or table. In fact, because kids today have schedules that are jam-packed with extra-curricular activities, many have to grab moments between activities to finish their homework. Clip-on booklights provide illumination working in the car and other poorly lit areas. They're also great for reading in bed.

Lap desks and pillows that create comfortable reading and working conditions are also big sellers in the BTS market. “Going back to school is about feeling cozy and comfortable while being functional,” observes Addie Swartz of B'tween Productions, Lexington, MA. Many tweens and teens prefer to lie on the floor or sit on their beds to read and work, rather than sitting at a designated study area. Lap desks allow them to make any area a study area.

“The lap desk is by far our best seller,” notes Jason Butts of Three Cheers for Girls, Florida, NY. “It can go anywhere, even in the car. My niece takes hers to dance class, and does her homework between sessions.”

Decorative throw pillows can also add to study room decor and comfort. But remember, tweens and teens have their own sense of style. Plush pillows, bright colors, and boa trims are especially trendy. In addition, pockets for holding books or writing materials, or a hidden space for a diary or other secret makes the pillow even more personal.

When selecting your back-to-school merchandise mix, don't forget that today's kids are plugged in to all sorts of technology. You may not want to compete with big electronics stores for the market in major gizmos and gadgets, but specialty retailers can capitalize on technology sales with fun, useful accessories.

For instance, the company that brought us the '60s Lava Lamp now offers a miniature fan version that plugs into a computer's USB port to keep students cool at the keyboard. There is also a battery-operated version that acts as a keyboard vacuum.

And what kid these days doesn't have an iPod or cell phone? IPods and MP3 players now have their own wardrobes or “skins” that come in a variety of designs and fashion colors to dress them up and individualize the look. Cradles or desk stands for cell phones and iPods are a must for giving tech devices their own space in the workplace.

To keep all of this electronic information organized, offer a selection of chic boxes for CDs, game cartridges, cables, and back-up discs. The technology revolution may have eliminated reams of paper, but that has bee n replaced by other “stuff.”

Going back to school is always an anxious time for kids, as well as parents. Retailers can help them both by offering the kinds of merchandise that will make a more hospitable environment for doing homework.” notes Addie Swartz. “The more you can make kids feel excited and comfortable in their own skin, the more they'll feel really good about learning,” notes Addie Schwartz.

So stock up for student customers, and everyone will be ready when that bell rings.