Get the Party Started

What a precious thing time is. Yet there seems so little of it. If only we had more time, we'd take that long vacation or learn that foreign language.

Likewise, the biggest challenge faced when planning a party is finding the time to get everything just right. According to Bon Appetit's tenth annual Reader Survey, one of the biggest challenges people face when planning a gathering is finding the time to pull it all together.

Mary Carol Garrity, owner of Nell Hill's, Atchison, KS, is an author and the creator of the Mary Carol Home Collection by The Gerson Companies. Garrity explains that consumers begin with the best intentions to plan a fabulous party, but often their plans just never come to fruition. "When the time comes, they don't have the time to do it — they don't follow through," she tells Gifts & Decorative Accessories. "It's our (retailers) job to set the stages; show them they can do this."

Of course, hosting a party is nothing new, but the frequency has been growing in recent years. "I think people want to be with their friends more. We went through a time of going out, and now people just want to be home. Also, if you look at how expensive restaurants are, that's another reason," says Barbara McGrath, creator of TableToss, a ThinkSpot product.

However, when it comes to spending for their parties, price doesn't really matter, according to Sue Nelson, owner of Gatehouse in Naples, FL. "People who are having a party want a table that's just right. Dollars don't matter. Money isn't much of an issue for the majority of people," she says.

When entertaining at home, the most important thing is to make guests feel comfortable. Formal entertaining is out. Casual is in — but not too casual. "I'm finding that the majority of people who entertain, want to do it well, but more casually," explains Ann Etienne, owner of Voila, Omaha, NE. "With busy schedules, many people have guests bring part of the meal with them, such as an hors d'oeuvre. That means the hostess is cooking less, but decorating more."

In that case, hostesses will be looking for unique product to dress their tables. "Good presentation and ambience is a challenge," says McGrath. "People entertain much more casually today, but casual with elegance, a sense of style."

Hostesses are also getting creative on the party table, expressing their tastes just as they do when decorating the home. "[This is] not the table our mothers used to set. People are doing themes and using figurines and statuary pieces," says Garrity.

This gives retailers an opportunity to mix things up a bit in-store. For instance, bring a garden statue to the table, or fill teacups with flowers. The goal is to be creative, and offer interesting ideas to would-be party planners.

Garrity's new book Nell Hill's Entertaining in Style also offers a variety of creative ideas for entertaining. From a Mardi Gras fete to a ladies' lunch, she shows how to set the table with distinctive products in memorable themes. Using an epergne as a serving piece is just one of Garrity's fresh looks.

"People might roll their eyes, but you can do it simply," says Garrity. When she entertains at home, Garrity likes to have gifts for her guests. "We sell boxed matches, which aren't expensive, that you can wrap up and put a place card on — and you've got something special."

The best way for retailers to inspire hosts and hostesses is through eye-catching displays and in-store promotions. It's not enough to have product sitting on a shelf; retailers need to set the mood, because if shoppers don't know what to do with a product, they won't be interested in buying it.

"Show the customer how to use the product, and encourage them to go through with having the party," says Garrity. "Shopping is part of the entertainment. When they're having fun, they spend money. And after one party, they'll come back for more."

"You have to make it easy for the customer. They have to see [planning a party] as something fun, not something scary," agrees McGrath, who offers her retailers tips on how to use her accessories. "We're giving them counter cards and we're providing modules for their websites that show how to use TableToss," she adds.

In-store events and promotions also get customers excited about a product. "Twice a year, in the fall and summer, I do a special event for entertaining at my own home," notes Garrity. "I have an empty lot outside of my courtyard, and I set up a tent with items for purchase. I also set up displays around the house. I love it. It's fun, and [the customers] feel like guests." Garrity's at-home events, which she's done for six years, have been quite successful. She gets about 4,000 visitors in the fall and 2,000 in the spring. "In the fall, people wait up to an hour to get in," she tells G&DA.

"I did an information party last summer called Summer Entertaining. It was an open house with different displays and demonstrations, one was on how to make ice molds for fruits and berries. We got about 150 people, and generated sales," says Ann Etienne.

Events like these boost shoppers' energy, and get them thinking about how they can make their own parties special with just a few added touches they find with the help of a specialty retailer.

After all, that's what entertaining is all about — making guests feel special. The same holds true in retailing. Make your shoppers feel like honored guests in your store; help them find the time and inspiration to pass that feeling on to guests of their own.