Make room for baby. This category is still going strong and can bring in more sales for specialty retailers.
By Bessie Nestoras -- Gifts & Decorative Accessories, 6/1/2009
Savane plate and spoon. $220. Christofle. (212) 284-5100. www.christofle.com
The boom in baby and children's gifts does not seem to be slowing down. In fact, it remains a strong category — and a sure thing for independent retailers. People continue to have babies, calling for baby showers to be thrown and first birthday celebrations to gather the family to mark the occasion. If you are not carrying kids' gifts, you might want to reconsider. This is a category that can be added to your shop with little fuss.
Fighting the Competition
Peek-a-Boo wooden rattle is made of European Beechwood. 3”x2½”. Call for price. ORE. (562) 961-3300. www.oreoriginals.com
Independent stores' biggest competition is big box stores. And when it comes to baby, it's no different. Or is it? According to Julie von Waller, owner of Thread in Winter Park, FL, specialty shops are preferred by customers. "People go to the big boxes to get their basics, but then go to specialty shops to find unique things for their kids," she said. Thread is a women's clothing store that also carries gifts, accessories and a selection of baby and children's gifts — about 20 percent of the store is dedicated to kids.
Step stools in monkey, cat and frog styles. 9½”x11¼”. $25. Two’s Company. (800) TWOSCOMPANY. www.twoscompany.com
More often, shoppers on the hunt for the perfect baby gift will turn to the specialty store to find just the right thing. Big boxes may have a wide selection and deep volume, but use that to your advantage; if you shop the markets wisely, you can find plenty of unique gifts to stock that will ensure customers that their gift will not be duplicated. And you can find plenty at affordable prices.
"We are branded as a high-end store, people think that we're expensive, but when they come in they find that they don't have to break the bank," explained Pamela DiCapo, owner of Lauren Alexandra a children's
Monkeez baby collection includes onesies, a bib, rattle, hat, socks and more. $4-$15. Midwest. (800) 776-2075. www.seasonsofcannonfalls.com
boutique with two locations, one in Brookside and one in Briarcliff Village, MO.
Is the Price Right?
These days, everyone is watching what they are spending, but they are still spending — especially on baby. "Sales are pretty steady. We can see a little hesitation for buying gifts, but when they get here they [see what we have]. We carry a wide range of prices," said Pamela DiCapo. And that is the key.
Sweet Pea baby spoon made of CPSIDA certified metal. $28. Metal Morphosis. (404) 607-8307.www.metalmorphosisinc.com
Offer a variety of gifts in a range of prices to satisfy everyone. "People are watching what they spend, but they still want a nice gift; they're looking at perceived value. Things that are packaged nicely do well," said David Vail, owner of Hazel in Chicago. Fifteen percent of Vail's card and gift shop features baby and children's gifts.
Life on Earth hexagonal bingo game comes with six game boards and 36 bingo pieces. Call for price. Eeboo. (212) 222-0823. www.eeboo.com
Look for products that come in fun, unique packages. Books are always a popular seller as are gifty clothing items such as socks, shoes, onesies and T-shirts. The magic price range is anywhere from $25–$75. (Grandmothers, however, are not deterred by high prices.) And there are plenty of items for you to stock up on.
Baby heart rattle is made of stainless steel. Comes in a gift box with ribbon. $30. Nambé. (505) 471-2912. www.nambe.com
"We carry Robeez [shoes]. Those are always a good gift because parents may not buy them. Trumpette socks are good. You get a set of six for $22. We also carry Angel Dear rattles for $5. We offer complimentary gift wrap and will wrap [a customer's gift] up nicely, making it look more [expensive] than it is," explained Vail.
Items that can be added on to a larger gift are also good. "Most customers are after clothing, but will pair it with a CD or a frame or shoes. They will buy things that go with the outfit they bought. I have tons of bibs and Trumpette socks [do well]," explained DiCapo.
ABC and 123 (shown here) wall hangings. $168 for the pair. Dwell Studio. (212) 219-9343. www.dwellstudio.com
Right now, children's and baby styles are generally following adult fashion in clothing and in the home. Parents today look at the baby room as an extension of the house and decorate accordingly. Younger parents are looking for trendier items, but don't rule out sweet styles too quickly. Know who your customer is; are they preppy or edgy? "Our clientele likes preppy traditional looks," said Julie von Waller. However, David Vail finds that his clients are looking for "rock and roll" baby styles.
Hibiscus navy shoes are embroidered. Made of cowhide leather. 0–6 mos., 6–12 mos., 12–18 mos., 18–24 mos. $30. Jack and Lily. (877) 995-8367. www.jackandlily.com
While the parents are looking for the more trendy styles, grandmothers have a different style sense for their grandchildren. "Grandmothers are still looking for sweet items. So I carry both. I have a good balance of sweet and trendy," said DiCapo.
Babies Rock onesie comes in 0–6 mos., 6–12 mos. and 12–18 mos. $35. Light of Mine Designs. (434) 528-5565. www.lightofminedesigns.com
If your store is a bit more traditional, you want to be on the cutting edge and vice versa if your store is edgier. You don't want to lose customers because you have stuck to one style. "I carried the 'skull and crossbones' and people bought it. I may carry it again," said DiCapo.
If you aren't carrying baby and children's accessories, perhaps you should think about adding it to your merchandise mix. People will always need to buy a baby gift and why shouldn't your store be the one they go to? "Our kids section has grown and the gifts do really well. This is a popular store for baby shower and birthday gifts because the prices are good — between $25–$75," said Julie von Waller. Plus, you don't need a lot of space. Stocking just 15 percent of the store with baby gifts is enough for a strong selection. Shoppers who come to your store will see that you are a one-stop shop, ensuring you a repeat customer.
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