Capture the Moment

Everyone loves pictures. Whether it's family, friends, loved ones, colleagues, vacations or special occasions; whether you're in them or taking them, snapshots are some of our most cherished mementos. Photographs allow us to freeze time and hold on to special moments forever, remembering how we felt and what we were thinking at the moment the photo was taken.

And because they are such prized possessions, we want to display our pictures in special places. That's where frames come in. Whether bought for oneself or given to a loved one, frames are a perfect gift in our photo-happy society.

“They're appropriate for any occasion,” says Carla Meehan, marketing coordinator for manufacturer Burton + Burton. “And they're available in so many price points, you can always find a frame that's useful.”

Because there is always a demand for picture frames, many storeowners feel that giving them their own display or store section is worthwhile. Siobhan Lomax, owner of Pumpkinseeds in Lexington, VA, keeps a separate display within her store for frames, which account for about 25 percent of total sales.

“Frames offer instant gratification; people come in looking for them,” says Lomax. In fact, with a college located near Pumpkinseeds, Lomax notes that many students come in looking for frames to display the latest photos from their parties and functions.

And while frames run about 50/50 between self-purchase or a gift, Lomax finds that sales peak during the holidays, especially fourth quarter, when customers are looking for an easy gift. The rest of the year, customers usually buy frames for themselves.

Sherie McGowan, owner of Cocoon, Geneva, IL, agrees. “People buy [frames] as gifts for Christmas because they're generic. We also have some with sayings that do well for weddings and showers.”

Frames are a big business for Burton + Burton, which carries frames for all occasions. (Valentine-themed frames are among its best sellers.) The company understands that frames can be a very personal gift, especially when given with a photo. “When you give a frame with a picture in it, it becomes more meaningful,” says Carla Meehan.

As with any item you carry in your store, retailers need to know their target frame customer, and stock up on the styles that will appeal to them. But you still want to stay on top of the trends. These days, frame designs have become simpler and more sophisticated — customers are no longer looking for novelty frames

“I used to sell a lot of novelty frames, but it's died down,” says Lomax “People don't want a frame with stuff on the border anymore.” Lomax finds that women are looking for simple styles that will fit with their home decor. She keeps a wide selection of frames to satisfy a wide range of tastes.

But frames aren't just for women. “Masculine frames are a great seller. It's a perfect gift for a man's office or home,” adds Meehan.

At Ferguson House in Nashville, IN, frames that express personal sentiments are a popular item, according to owner Lisa Lee. Inspirio's raised wooden Joy frame and the Ever After frame from Flopping Fish appeal to customers looking to send a subtle message. “Sentiments are overflowing in home decor,” says Lee. “It's a big trend. People look for frames that have a sentiment attached for baby, weddings, their sister or best friend.” Demdaco has also tapped into the trend with its The Road of Life frames, which come with a pullout card that expresses a sentiment.

More and more, frames are also being used as decorative accents in the home. For instance, CBK's baroque-style frames fill a need for customers looking for a more decorative piece, rather than merely a place to showcase a treasured snapshot.

“Chunky frames are really popular, where it's more about the frame [than the picture]. It's a decorative piece as opposed to just showing the picture,” explains Sarah Corrigan, owner of The White Hare, O'Fallon, Missouri. “Many of our customers come in looking for pieces to fill a certain space in their home; we group items like a finial, a vase and sometimes a frame may be included in that grouping.”

For specialty retailers, keeping a selection of frames in the merchandise mix is always a good idea. Frames offer the kind of gift or self-purchase that appeals to both women and men, as well as kids because people will always take pictures and will always want to display them. The right frame provides a showcase for displaying precious memories in just the right way, helping customers capture that moment — and helping retailers capture the sale.