Do It: Buy the Book!

Read any good gifts lately? Gift books, that is. If you haven't, you may be missing out on a category with the potential to boost your bottom line. After all, as a gift item that's appropriate for almost any occasion, books are a natural part of the gifting landscape — and you never have to worry about getting the wrong size or color!

While the general bookselling field is dominated by superstores such as Barnes & Noble and Borders, the gift book category offers plenty of opportunity for smaller retailers. Offering a selection of gift books as a staple category makes perfect sense for the specialty gift store; they're the kinds of items that attract a customer's attention when he or she is at a loss as to what to buy.

Moreover, gift books represent a specialty niche that's a natural fit in the gift store's mix. Though such books can get lost or overwhelmed in the aisles of a superstore, a specialty gift shop offers the unique visibility and creative merchandising capabilities that are likely to make gift books a perfect impulse item.

But what exactly are “gift” books? They're not destination titles. Rather, they're books that appeal to the emotional side of gift-giving, often bought on impulse or because they match an occasion or convey the right sentiment.

Gift books are generally “developed for gift-giving purposes,” according to Jennie Lane, gift channel sales director for Andrews McMeel, Kansas City, MO. “They're books someone would not buy for themselves — an indulgence for the person the gift-giver has in mind. They're usually purchased for a specific occasion, from Christmas to birthdays.”

“A gift book typically focuses on a theme,” adds Jeff Hall, spokesperson for Ronnie Sellers Productions, Portland, ME. “It's usually filled with images and photography or a collection of essays, words of wisdom, jokes or funny insights. They're keepsakes that can be looked at again and again, as opposed to novels and other works of non-fiction.”

Gift books are often purchased as an add-on sale, and are sometimes even used in place of a greeting card. “Typically, a gift book is given with another gift,” says Karen Suprenant, national sales manager of gifts for Ronnie Sellers. “They're considered an add-on gift, and that's why most prices range under $10.”

According to the latest G&DA Retailer Comparison Survey (“Today's Gift Retailer,” June 2006), the average price-point for gift books carried by gift retailers is about $15. But as Lane notes, “If it's just a pick-you-up kind of title, [prices] are anywhere from $5.95 to $14.95.”

This makes gift books ideal for customers looking for the perfect gift under $25. Meanwhile, gift books at $9.95 or below are ideal add-on sales.

“Any genre [of gift book] can work into a gift retailer's mix. But the best are those that tap into trends with a truly unique twist,” says Lane. For instance, pets and pet-related gifts are a hot category, and publishers are following suit with a wide range of pet-related titles while interest is high.

Retailers should also choose titles that relate somewhat to their merchandising plan and coordinate with the rest of their merchandise mix. This will provide opportunities to cross merchandise the books with other products related by theme, occasion or title to stimulate add-on sales.

A perfect example of cross merchandising gift books was seen recently in the window of MacKenzie-Childs on Manhattan's 57th St. The store, known for whimsical, hand-painted ceramic tableware, showcased a table setting vignette featuring dessert plates and a cake stand, along with related setting pieces. Front and center was a short stack of Chronicle Books' Birthday Cakes title. The books defined the vignette: a fantasy setting for a birthday party.

Gift book titles fall under a number of different categories, including Impulse/Novelty, Humor, Lifestyle, Sentiment/Inspirational, Cooking, Nostalgia/Pop Culture, Crafts/Decor, Occasions and Pets.

“Impulse items are generally the strongest category in gift stores,” remarks Jack Lamplough, director of marketing at Quirk Books, Philadelphia, “That's followed by Humor, Lifestyle and Inspirational. We are also seeing a surge in titles that have a pop culture orientation, and parenting is always strong.”

Impulse titles are the true indulgence book — something a customer wouldn't purchase for herself, but an item with that “Have to buy it” magnetism. Whether it's Women's Work is Never Done, from Conari Press, or Ronnie Sellers' Pooped Puppies, impulse gift books represent the personal bond between gift-giver and recipient.

Many of the successful types of books hit more than one theme or category, such as Chronicle Books' Acme Catalog, which touches Humor, Novelty and Nostalgia, or Inspirational and Pets in Ronnie Sellers' Proverbial Cat. Multiple categories allow the gift book to appeal to a broader range of customer.

When a book combines text with the illustrations of a popular artist such as Judy Buswell, Mary Engelbreit or Sandra Magsamen, it adds another dimension to its cross-merchandising appeal.

And don't overlook children's gift books, especially if you carry other children's items. It's a gift that encourages a lifelong love of learning and reading, and effects special shared moments between child and parent. Make sure that you incorporate enough of a selection for a range of different ages: cloth and board books for toddlers and beginning readers; storybooks and interactive learners and creative activities for ages 4–8 and ages 9–12.

Whatever you do, remember to show those covers! Because with gift books, if they see it, they'll read it — and if they read it, they'll buy it.

So the next time a customer wanders into your store not knowing what to buy, why not ask, “Read any good gifts lately?”