Summer 2021 - 23

COVER STORY
to place larger quantity orders and expand
on holiday varieties as well as make a short
list of vendors who have the ability and
capability to restock inventory quickly! "
12. See What's Selling, and Plan Accordingly.
Kang's holiday '20 bestsellers included
Pink Olive's handmade Rifle fabric face
masks, candles, baby gifts, and cards. She
increased production of her private label
candle collection, and Pink Olive became
its own #1 selling vendor, bypassing longtime
record holder Rifle Paper Co. " Based
on our candle success, we're looking to
launch a 'candle of the month' subscription.
Kind of like a wine of the month club, but
for candle lovers, " Kang outlined. As for
additional plans, " We're looking to cook
up something fun for Holiday 2021. It may
have something to do with self-care. "
13. Join the (Pop) Culture Club. " Our biggest
successes were very focused on the zeitgeist
of the times - like Santa ornaments with
masks and election-themed items, "
remembered Cantrell, who is also an
associate professor at the Fashion Institute
of Technology. " We will continue to leave
money open to add these fun items to our
assortment, as long as we can get them in
in a timely manner. "
14. Shop Wide, Not Deep. " We think Holiday
2021 is going to be big and festive! "
continued Cantrell. " We are going back to
breadth instead of just depth so our in-store
customer will have more options. We cut
back SKU count to get more items online. "
15. Take A Holiday Scroll. " My team and I have
made it a top priority to consistently show
up on social media, and we credit that for
our continued success, " emphasized Luna.
" Sharing new products, doing quick shop
tours, and highlighting hot products always
keeps (us) top of mind for our customers. "
Luna has taken it further with live events
as well as an app, she continued. " We
recently started hosting weekly Facebook live
sales utilizing the CommentSold software.
This has generated a lot of engagement
and additional sales, and we definitely
plan to continue through the holidays. Our
live events also broadcast in our new app
and customers are loving it! We're finding
the app a fresh new way of reaching our
customers via push notifications in a time
when algorithms and constant changes in
social media are a challenge. "
16. Bundle It! Like many retailers I interviewed,
Luna has found success online and onscreen
with curated gift bundles, both year-round
and seasonally themed. " Our customers
like the simplicity of picking and clicking
a complete gift quickly and easily. We
hand write their gift notes and ship in a
box lined with tissue and crinkle paper, "
she described.
17. Go Corporate. Don't forget to connect with
local businesses, Luna recommended. " Real
estate agents and mortgage brokers love our
personal shopping and curated gift baskets
for their clients. They give us a bit of info
about their clients and their budget, and we
craft a beautiful gift they can pick up the
same day. "
We are excited to share our
2021 Holiday Collection with you.
We have a gorgeous selection of
greeting cards, boxed card sets,
giftwrap and coordinating gift tags
to choose from.
We'd love to be a part of your
Holiday product lineup.
A+
RATING
®
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Summer 2021

Table of Contents for the Digital Edition of Summer 2021
