Fall 2020 - 18

Thinking on your feet
Adjusting to the new norms in shops and shows
In the sleepy college town of
Hanover, New Hampshire, much
of life (and shopping traffic) centers
around Dartmouth College and the
campus population. After Dartmouth
cancelled all activities prior to the
2020 graduation ceremonies and
throughout the summer, traffic at
Lemon Tree slowed - especially as
students left town.
Melissa Haas, owner of Lemon Tree,
says her shop usually flourishes in a
normal year, prompting her to open
a second location of Lemon Tree in a
boutique mall in West Lebanon, New
Hampshire, about 15 minutes away
from her flagship store. The mall has
faced different obstacles than the
Hanover location, but with different
clientele and double the footprint,
Haas is able to offer more categories
and SKUs.
As with many store owners, Haas
has made changes to survive the
pandemic. During the months the
shops' doors were shuttered, Lemon
Tree took orders over the phone -
something that they previously did due
to the out-of-town nature of many of
their regular shoppers. But now, Haas
is working on starting a web store. " I've
got to jump into the 21st century. It
seems so daunting and overwhelming
because I have so much product, "
Haas said.
Re-opening safely
When shops in New Hampshire
were allowed to re-open for in-person
shopping, Haas wasted no time. Luckily,
the area had a low number of cases
and locals are just happy to be out and
about again. The complimentary local
delivery that Lemon Tree offers will
continue, and guests are excited to be
back shopping in person.
Popular newer products like masks
and touchless keyrings will stay on
shelves, too. Haas has had to reorder
the beautiful RainCaper masks, which
keep selling out. Due to the unusually
high temperatures over the summer,
the W Fan from Time Concepts Inc.
also was a big seller for Lemon Tree.
Time Concepts, Inc. is a popular
vendor at Atlanta Market at
AmericasMart, a show Haas visits every
year. For Haas, and many shop owners
like her, the in-person trade shows
are a major way that they restock and
discover new items for their stores.
How do you shop Atlanta Market?
At her annual visit to Atlanta Market -
in a normal year - Haas stays for nine
days. This means she has time to see
as much as is possible, since she is
coming from a far distance and needs
to fill two stores. She starts at the top
floor of Building 2 and winds down the
structure, checking out every vendor
she can. The Temporaries are her can't
miss; she spends the bulk of her third
and fourth days there. " To me, the
Temporaries are terribly important, "
Haas said.
In her long stay in Atlanta, Haas
seeks out new products, connects
with her long-time favorite showrooms
such as Tango, Chandler Four Corners,
Hester & Cook and Creative Co-Op.
She shops Joy Susan handbags and
said she has to see those products
in-person. She is sure to always see
everything on Floors 18 and 17 and
also spends time in Building 1.
ADVERTISEMENT | © 2020 AmericasMart Atlanta
Why are shows so important to
how you do business?
Haas and Lemon Tree put a lot
stock into touching and seeing
of
products in person. This vital step
helps Haas know the quality of the
merchandise and whether or not it is a
good fit for her shops or not. " I think we
need to see and touch to experience
the quality firsthand before ordering.
I think if shows were to end, it would
start to spell the end of brick & mortar
stores, " Haas said.
This
opinion
isn't
isolated.
For
shop owners and buyers who bank
on quality merchandise, the inperson
experience at markets is as
important as the in-person shopping
experience
for
their
customers.
Knowing that quality items are going
to be on shelves of shops like Lemon
Tree is a reason to make customers
comfortable ordering online or over
the phone if they aren't comfortable
shopping in person quite yet.
Atlanta Market was the first industry
show to reopen its doors in August,
and will welcome retailers again this
January with proper health and safety
protocols in place. As a complement
to physical markets, digital tools
are available including an enhanced
Exhibitor Directory on the new
AtlantaMarket.com website, which is
launching in November.
Atlanta Market
The Premier Gift, Décor and
Lifestyle Market
Showrooms: January 12 - 19, 2021
Temporaries: January 13 - 17, 2021
AtlantaMarket.com
Circle 326
http://www.AtlantaMarket.com http://www.AtlantaMarket.com
Fall 2020

Table of Contents for the Digital Edition of Fall 2020
