Proving that no business is above creating a holiday gift guide, The New York Times had a special ad section/gift guide in last Sunday's issue. It featured books, photos and other special items created and sold by The NYT. I didn't realize it was an ad until I settled into reading it- it was that well done.

There's nothing like the power of suggestion to influence a sale. That is why merchandising, advertisements and project samples are so vital to scrapbook store sales. So this holiday season, why not create your own holiday gift guide?

Select hot items that are especially gifty. Choose things in different price ranges and advertise them as such "Under $5, "Under $25, Under $100 (go for it! there is always a husband who needs something with WOW!) Get employees involved- maybe you want to have "Sandy's Picks" or "Beth's Pick's" to add a personal spin.

Take digital photos or request some from the manufacturers (if you can do it yourself you can probably do it faster- busy time).

Now- what to do with these gift guide items:

 1. Create displays with signage that says "Under $25" etc. Swap out display items as things get sold out.
 
2. Assemble 12 photos in a document with the product name and price.     Include your store name, phone number, hours and the credit cards you take then stuff color copies of this document into bags as folks leave the store.

3. Create a "Great Gifts for the Holidays" poster on foam board and display in a high traffic area.

4. Post a Pdf of the photo document at your website.

5. Create a blast email to customers featuring holiday gift guide items. Include as many photos as you can or at least descriptions of the products.

If you do this- let me know how it works for you! I am curious to know what the  hot  sellers are for the holidays-- Beth

Black Friday is less than a week away. The symbolic opening of the holiday shopping season still gets a lot of air time from news reporters who count down to Friday with the same anticipation as the New Year's Eve ball drop.

But as far as shoppers go, Black Friday has lost its luster over the past years  with the advent of internet shopping and gift cards. Now Black Friday is all about how early you can get up to go shopping on the Friday after a National holiday.

I pride myself on being a pretty good shopper. That said, not even the lure of a $29 plasma television is going to get me to haul my sorry carcass out of bed at 4:00a.m. to be in front of the super mart before the doors open. For one, I rank sleep pretty highly, two, I rank my safety equally as highly.

For others though, this dark of night foray becomes a tradition. For example, my sister (a person who does her shopping in one store or online) sees no reason not to host 40 members of my family for Thanksgiving dinner then pop out of bed at 4:00 to join some friends for the annual Black Friday store assault.

They've been doing this for a few years now and they have it down to a science. Store flyers are scoured for discounts and timing. They pool shopping lists and make one master list (ie: four surfer Barbies, 12  DS cartridges). Next a schedule is made. Then the car with the largest amount of cargo space is reserved. Someone makes muffins and coffee for the group and brings them along.

In each store one of the women is designated as the line stander.That's when you get to eat your muffin and coffee- while holding the place in line.
The others are assigned items to find and bring to the front, thus no time is wasted prowling the aisles to actually "shop". 

I'm worn out just telling the story! The funny thing is, my sister buys relatively little on this trip- it is more of a fun outing with her friends. She'll be more likely to hop online on Cyber Monday. Moral of the store- discount shopping is a recreational event.

Even if your store doesn't open up early for shoppers on Black Friday you can draw them in with a little continental breakfast break and some comfy chairs. By about 9:00-10:00 the post turkey binge energy flags and customers will enjoy the serene and inspirational setting of a scrapbooking store.

In other words, you can service your customers without the paper crafting equivalent to the $29 plasma screen. Your store can be the haven on a crazy day.--Beth

Now is also the time to start thinking ahead and budgeting for the upcoming year. I hope trade shows are factored into your plans.

Gasoline is up to $3.25 in my neighborhood- put a trade show trip into the context of fuel for running your business and you'll see it for the bargain and investment it is!

No matter how great your sales reps are, there is something about being at a show that helps a retailer synthesize all of the incoming trends. You may not buy from 70% of the companies who highlight incoming trends- but you'll get what is happening and how it happens.

Take some classes-I often see experienced retailers who themselves could teach seminars at CHA in the audience. Why? Because they want to keep their skills sharp and there is always something new to learn. A great merchandising or class idea can bring just much, if not more revenue in as selling a collection of items.

Connect with other retailers. It can be isolating being the sole independent with lots of Chain competitors- you need to talk to people who understand the challenges you face- find them en masse at a trade show.

A trade show trip is something to look forward to! Move out some old inventory to generate some cash flow. Plan a couple of classes or crops to pay for your airline ticket. Find someone to bunk with. Even if you are accustomed to coming to a show with staff- having one person at a show is better than no people at a show. See you there-- Beth

Is it just me or have the weeks been flying by? I find the speed in which time flies is directly proportional to the length of your "to do" list-- the more you have to do the faster time fies.

The last bag of Halloween M&Ms was barely out the door when Christmas stuff was hitting the shelves. I guess when other moms & dads were trick or treating with their kids, aggressive retailers were at work filling the shelves with foiled reindeer chocolates and dancing Santas.

This phenomenon- the super-advanced merchandising of the winter holidays is known as Christmas Creep. Why let holiday stock sit in the back room when you can be filling in shelves emptied of seasonal stock and grabbing full prices sales from folks who shop early?

For independents it's a defensive move against large chain retailers who have begun to discount their Christmas stock in November.

The idea of grabbing customers early shouldn't be underrated. I confess to having already purchased my annual gift of Christmas ornaments for all the neices and nephews. Why so early? Because the hot items go fast. And darn it if I haven't already missed the Holiday 07 ornaments for Thomas the Tank Engine and Percy I wanted for my train-mad son. All my local stores are sold out. In fact the sales  associate laughed at me and told me they were gone the first day. It was November 7th for goodness sakes!

Bottom line- as you shop the shows for seasonal merchandise for next year. Plan to bring some in early and I mean in the summertime and start your Christmas in July, Advent in August and Secret Santa in September displays. In fact, if you space out your shipments you'll always have something new to show your regulars who shop early.

Christmas in July? You better believe it. Easter baskets on Boxing Day? Not so far fetched anymore.

Got any great stories to tell about Christmas Creep? Share them at our forum:

Be well--Beth

Thanks for checking in to the Bottom Line- or B.Line- my little editorial space on the World Wide Web.

The best thing about a blog  is that I get to talk about topics that may never merit coverage in the pages of the print issue of Scrapbook Retailer. Better yet, I get to comment as things are happening... when comments are more relevant than two months down the road.

When I travel to shows I will report back- from the show- as to what the trends are and items that caught my fancy. So please...check in often. I also welcome your comments. We'll set up a forum where folks can respond to the blog posts.

See you on Line!

Beth

My hometown is squarely in the Revolutionary War history trail so July 4th is a serious holiday around here. The bunting and flags are already lining the main streets and children are scarfing up decorations to customize their wheels for the best decorated bike parades.

This is just one example of how holiday decor extends beyond Christmas. My favorite July 4th centerpiece had geraniums arranged in blue beach pails with star shaped candles (on long sticks) tucked in. Except for the plants- the supplies came from my local craft store.

I'm noticing that as many more women's publications see that crafts  have broad appeal they are doing more craft-inspired table decor ideas. So as always pull those pages out and put them on foamboard or bulletin boards in your store to inspire customers to think of your store as a "party center".

In the July issue of CNA Kathy Peterson has a great article on tabletop decor using paper. Even if you aren't heavily into scrapbooking, it's worth a read to see that folks are really into purchasing craft supplies for when they are entertaining. She offers some clever design ideas as well.

I wonder how we can collect all of these crafting for entertaining ideas. Wouldn't it be fun to have a photo gallery where folks could share ideas?

However you choose to decorate,enjoy the day with family and friends tomorrow--Beth

P.S. On a totally different topic.....

Did anybody see the BBC report yesterday on Libya's Khaddafi presenting a proposal on establishing the United States of Africa? Did you see his shirt? His shirt had photo transferred images of men's faces on them. I'm not sure who they were, I would have thought the unique garment would have merited the question. Clearly, digital crafts have hit the international mainstream!

A research brief from MediaPost this morning cites a June survey from BIGResearch that says women are worried about the economy and they are not sure which indicator to trust.

I'm right there. I see the Dow bouncing around (it happens not worth panic) and I hear the messages from our economic advisers saying everything is fine. But we also see the price of gas, milk and other consumer products ticking up. Women like me (the ones who like to be prepared for such things ) start swapping their Starbucks lattes for a McDonald's coffee and otherwise tightening their pursestrings.

Taking that further, many folks start whacking out all of those extraneous expenditures (read leisure time activities) and extra driving trips out of their budget plans.

According to BigResearch's June Survey almost one third of women respondents plan on on decreasing spending in the next three months. It's not just the low wage earners, almost a third of consumers with incomes over $50,000 will cut back as well.

Just over 40% of women will cut back the number of shopping trips. Just over 40% will shop closer to home.

A high point for those of you promoting digital scrapbooking, machine embroidery and other computer crafts...Future purchase intentions for durables such as computers, furniture, appliances, home improvements, TV's, digital cameras, and housing all are up from the previous month . This indicates that they may be saving to spend in the third or fourth quarter (back to school- winter holiday) so plan accordingly.

What to do now to keep the registers ringing over the summer

• Make your class schedules available as early as possible- people are planning to do multiple trips.
• Consider classes on how to use items in your "stash" of supplies.
• Promote carpools to classes.
• Drop/reschedule sessions with poor attendence early.
• Promote crafting as an option for gift giving
• Highlight sessions on recycling found objects- get this and the gift giving sessions info to the media looking for "Stretch your dollar" stories.
• Try children's classes side by side mom classes so mom doesn't give up her me time in order to do something for her kids.
  

Most of all, make a visit to your store fun so it is the last luxury to be trimmed. And, if possible, try to give a bit more- cookies when you usually don't provide snacks or a free project sheet. Something extra when money is thin is always welcome-- Beth

More about what was seen and heard at the Great American Scrapbook Convention...

Wanted: more products for military-themed scrapbooking. There seems to be a wide range of scrapbooking activiites going on here. There are albums documenting military service, albums that document home life while the servicemen and women are away and documentation of various trainings. As military families move around for different jobs or trainings they meet new people and make new groups of friends. One woman told me that her husband did some kind of training with a new group every six months. She painstakingly documents every training group and leads the other wives to do so.

Now available: Scrapbook-themed tee shirts in plus sizes. Two Chicks Designs brought tee shirts up to size 6X and found a grateful audience for shirts at the top end of range.

Incoming: Scrapbookers are eager to learn more about stamping techniques. Retailers -start with the basics and go from there, especially embossing and aging techniques.

Going Digital: Digital Scrapbooking 101 classes were full as were sessions on getting photos off of your digital camera (I should take that one) and photo retouching. The fact that that attendees that come to this show are hardcore scrapbookers should prove that traditional scrapbooking and digital scrapbooking can co-exist under one roof. Will next year be the year of Hybrid Scrapbooking classes?

Loving Layouts: The class roster featured a variety of classes but at the end of the day, the layout classes ended up the winners. No matter how many great ideas are out there, consumers want more more more.

Retailers Make the Show Work: I noticed that at least one store owner hired a bus to bring scrapbookers into the show. Other retailers took booths on the show floor or tables during the evening crops (150-350 folks depending on the night). A couple of nights work could yield more than you make in two weeks at your store provided you have the right merchandise to sell to this eager, captive audience. Taking a booth on the show floor may be a large commitment for a small store but you will reach out to 5000 buyers who may never otherwise come to your store. I am always amazed at how many buyers stumble across stores that are within 10 miles of their homes.

Next time I think I may buy a ticket for the crop. I am going to insinuate myself into a big group of new girlfriends and belly up to the crop party buffet. I haven't seen that many platters and deli trays since my community Lunch with Santa event! Not only do these women schlep carloads of supplies, the bring coolers of food too. Now THAT is my kind of crafting party!--Beth

Just back from the Great American Scrapbook Convention in Chantilly, VA. The Internet Gods weren't with me this weekend but no matter, the days were one long scrapbooking party!

No matter what your crafting niche I highly urge you to attend consumer shows whenever possible. There is nothing better than seeing the industry through these customers' eyes. When crafting is your business there is a danger of getting jaded when it comes to products and projects. A short trip to a consumer show is like a shot of adrenalin.

My favorite part was seeing scrapbookers of every age, color, size and level of expertise. We saw three generations of scrapbookers visiting the show together and plenty of new moms looking to start a baby book. The crops were packed. Over a three day period, hundreds of scrapbookers dragged all their stuff in for the fun of scrapping with friends and soon-to-be-friends.

Chantilly is in the Washington D.C. metro area. We had a lot of Department of Defense family folks there looking for products to record memories of tours of duty but also home life while family members are off serving our country.

Vendors who do these shows actually lift the entire industry through class sponsorship and being a part of an event that promotes the hobby. These grassroots events draw people from many surrounding states. So ... attention retailers in Pennsylvania, NJ and North Carolina and...New Zealand, we got some folks pumped up and are sending them back your way.

I'll post again later today to talk about some interesting ideas and products that came up at this show.

But if you want to learn more about GASC (they are a sister product to CNA, Scrapbook Retailer and Memory Makers) visit them online. The Grand Rapids, MI show is right around the corner.--Beth

As yet another indicator of the power of the WalMart chain, the fact that the company is retiring its ubiquitous blue vests is headline news for all kinds of media outlets. It's reported that getting rid of the vest is part of the Company's campaign to update its image.

Will anyone miss the blue vest? Doubtful. It's a good idea actually. Can you think of any cutting-edge company that has kept the same uniform for 20+ years? WalMart is moving to what seems to be the new world-favored professional uniform of polo shirt and khaki pants. From a corporate image that may help in employee presentation. The vests could not do enough for an employee who was inappropriately dressed for work in a retail environment. Plus the vests got a little sad and tired looking after many washings.

I like the idea of an identifiable "uniform" item in a retail store. It helps the customer identify who works there. Plus it helps establish some decorum with employees who don't always make appropriate fashion choices. I do not have to go into detail. You all know what I mean- you've seen it with your own eyes.

A retail store "uniform" doesn't have to be a polo and khakis (PLEASE! I am polo-ed and khaki'd out). A great looking and functional apron is just as good. If you do require a certain clothing item, consider providing at least three of those to each employee.  One to wear, one in the wash and a spare. Don't make them pay for something they have to wear to work (deductible or not).

Think about the apron idea. Sturdy butcher aprons out of a fabric that doesn't wrinkle are nice. You can get them embroidered with your logo even. And, you only need one apron per employee, they can even hang them up before they leave the store.

I'm off to the GASC show in Chantilly, Virginia for a few days. That will be me with the humidity-volume hair, black polo shirt and of course... khakis- Beth

Most people connect summertime with the beach, barbeques and vacation. When school's out I always think of the library.

The library was my summer haven. Most kids in our neighborhood went to Scout Camps or vacation bible school, so we were hanging out most of the summer. And on those particularly hot days the library was one of the few air-conditioned places to go if you didn't want to make a 45 minute ride to the closest mall.

These days a weekly trip to the library is on my family calendar. My son uses the computer and explores new books. I check out the magazine selection for ideas and inspiration. My husband digs into the financial publications.

Our new library has become a hub of community activities.They are even adding a coffee bar soon. All kinds of local and state publications and meeting notices are displayed. Added meeting rooms provide spaces for clubs to gather. Last week there was a group of women knitting together in one room and across the library, a group of children-Scouts, I think, doing a paper craft project.

In the children's library, the notices promoted story time indicated that after the reading, children would participate in a related craft project. Many of the titles in the "new book" section were craft and home decor books.

If your community is like mine, the library is a great place to promote crafts. If you haven't visited your local library lately- check it out and see how you can support their efforts. For ideas read the featured article at www.cnamag.com for ideas on how you can support your local library and at the same time encourage more participation in crafts.--Beth

Here's one to put under the category of "cool idea that has taken on a life of its own."

My friend (and frequent source for "things that make you go hmmmmmm") Daniel R. Boone shared this link with me:

http://twopeasinabucket.kaboose.com/mb.asp?cmd=display&thread_id=2270508

Two Peas in a Bucket is known for their active message boards. Recently some folks with a special interest in stamping had this idea to promote the fun and creative possibilities of stamping. A conversation via forum postings has evolved into Worldwide Stamping Weekend which is scheduled for June 23-24.

Here's why I love, love, love this idea:

• It evolved organically- hey let's put on a "show."
• It is bringing folks from around the world together.
• It doesn't have a lot of rules other than stamping is the key focus.
• It is education based. People who love stamping sharing their ideas with others for the purpose of teaching or doing something good. Now I now that RAKs are Random Acts of Kindness.
• it gets the word out about stamping and creates community.
  

 I encourage  you to check out the link and see how you can support this activity either by forwarding the link onto colleagues and friends or creating your own event.

I'll be celebrating down at the Great American Scrapbook Convention in Chantilly, VA  (NW of Washington D.C.). Check back next week for my blog postings from there.

Wishing all the fathers out there a warm sunny Sunday-- Beth