Retailers Forum Magazine March 2022

etailers
VOL. 41 NO. 11
MARCH 2022
Preparing
For
Spring
Sales
Connecting Wholesalers and Retailers Since 1981
Connecting Wholesalers and Retailers Since 1981

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Want More Info? Circle #03 on page 11 • www.Vendor411.com
Page 2 MARCH 2022 | RETAILERS FORUM MAGAZINE

WOMEN’S APPAREL & ACCESSORIES
B2B platform for brands, retailers and wholesalers from the fashion industry
LARGEST SELECTION OF DRESSES & TOPS UNDER $10
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Rhinestone Decor Backless
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$ 6.17
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TOPS UNDER $9.99
Leopard Tiger Print Long
Sleeve Bodycon Dress
$ 6.63
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Snakeskin Print Long
Sleeve Skinny Top
$ 5.45
Rhinestone Letter Pattern
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$ 5.59
Chain Strap Butterfly Print
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$ 8.16
NEW SHOE DEPARTMENT-STARTING AT $8.99
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Open Toe Rhinestone
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$ 8.99
Rhinestone Multi Strap
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$ 29.11
Square Toe Slingback
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$ 17.86
Cheetah Print Suede Pointed
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$ 26.91
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Ombre Sequins Patch
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$ 28.17
EXPRESS SHIPPING WORLDWIDE • • DROPSHIP PROGRAM
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 3

Page Want 4 More MARCH Info? Circle 2022 #07 on | page RETAILERS 11 • www.Vendor411.com FORUM MAGAZINE

This is a Buying Guide for
RETAIL STORE OWNERS
Presented within the pages are the latest offerings from the country’s
leading merchandise wholesalers. The advertisers herein sell strictly
wholesale and require that you purchase with the intent of reselling
through retail channels.
HOW TO USE THIS DIRECTORY
☛ Locate the products that interest you.
See our product directory located on
pages 6 & 7.
☛ Make direct contact with advertiser.
Most will have catalogs and price lists
for you.
☛ Order your merchandise, which will be
shipped directly to your store.
CLICK ON BANNERS
IN SELECT ADS
Want More Info? Circle #09 on page 11 • www.Vendor411.com
TO GET FREE CATALOGS/PRICING
FORUM PUBLISHING COMPANY
383 East Main Street, Centerport, NY 11721
www.RetailersForum.com
CONTACT US:
TEL: 1-800-635-7654
FAX: 631-754-0630
Email: ForumPublishing@gmail.com
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 5

Sell to over 60,000
stores through Forum
631/754-5000
DRESS UP FOR
PROFITS!
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COSTUMES ARE YEAR ‘ROUND MONEY MAKERS!
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ADVERTISERS INDEX
PLEASE PATRONIZE THE LEADING WHOLESALERS
WHO ADVERTISE IN RETAILERS FORUM MAGAZINE
THE TRUSTED BUYING SOURCE FOR RETAIL STORES!
ADVERTISING
FORUM AD RATES ..........09
RAMSONS IMPORTS ........ 04
SWEET WHOLESALERS ...... 65
TOP TEN WHOLESALE ....... 81
Start.
www.USACostumers
See our USACostumers.com
ad on page 42
Light Up Without
Lighting Up!
Full Service Wholesaler • We Ship Worldwide
LOGIC • WHOLESALE
Kits
• E-Liquids
• Disposables
• Atomizers
Grow. See our ad on Pg 35
Repair.
Our specialty is helping small and
mid-sized businesses achieve success.
Contact us for free consultation.
see our ad on page 23
H2 E-Cig Round
Mouth Atomizer
$1.85
5mL Bottle
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for E-Cig $1.30
E-Case w/2
Cigarettes + 1 USB
Charger $10.50
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info@ForumBA.com • www.ForumBA.com
Electronic
Cigarettes
• E-Cig Batteries
Always Be
Fashionable
E-Cig kit Includes 1 cig,
10cartridges, Wall, USB,
Car Chargers $6.50
FASHIONABLE
SALES
See our ad on Pg 47
Round Mouth E-Cig
3.5ml Atomizer Set
w/Coil Heads $3.83
BLING IT ON!
HipWholesale.com
SMALL
BUSINESS
CONSULTING
ForumBA.com
Ad on Page 22
• E-Cig Accessories
SHISHA Zero
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E-Cig $3.45
www.Lightecig.com
We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE
SNEAKY SAVINGS ON SNEAKERS
See Our Ad on Page 25
Does anybody
read these?
CALL 631-754-5000 and
you’ll get a FREE 3-mo.
subscription!
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THREE CHEERS!
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MARCH 2022
APPAREL
1 STOP WHOLESALE ........37
BLANK TEES. ...............54
BOUTIQUE CLOSEOUTS. .....59
CLOTHINGWARE ...........63
DD BULK ...................52
FASHIONABLE SALES. .......47
FLIRTY WHOLESALE ........20
SCARF WAREHOUSE ........75
STYLISH PLUS ..............43
T SHIRT REP ................61
UIN DEALS .................19
UNIVERSE WHOLESALE. .....03
USACOSTUMERS.COM ......42
ASSORTED ITEMS
AUCTION FINDER ...........66
BEAN WHOLESALERS .......28
DINO DROPSHIP . . . . . . . . . . . . 55
DOBA DROPSHIP ...........71
EVERYTHING CLOSEOUTS ...40
EZ DROPSHIP. ..............50
FIND IT ASIA. ...............84
MEGA UBID ................60
BOOKS
AUCTION BOOK ............ 83
BUYERS CONTACTS ......... 85
CLOSEOUT DIRECTORY ..... 82
HIDDEN WEALTH ........... 80
TRADE PUBLICATIONS ...86-92
WHOLESALE SOURCES ...... 86
CANDY
SWEET WHOLESALERS ...... 65
CELLULAR
CELLCITY.BIZ .............. 39
WHOLE-CELL .............. 13
COMPUTERS
REFURB SHOPS ............. 28
CONSUMER ELECT.
FIND IT CHINA .............. 57
CREDIT CARD
PROCESSING
EXP MERCHANT ............ 02

#1
BUYING GUIDE
FOR RETAIL STORES!
DISPLAY/SUPPLIES
& SERVICES
AVVO .....................48
CC WAREHOUSE . . .BACK COVER
E-STORE BUILDERS .........44
E STORE SIGNS .............77
E-STORE SITES .............56
FB CAMPAIGNS .............46
FORUM ADVISORS . . . . . . . . . . 22
FUNDING OFFICES ..........72
KWIK INC ..................78
PAYROLL HELPER ..........62
PROMOTIONAL REWARDS...38
PROTECTION PLANS ........76
RETAILERS BANK ...........64
SALES GROUP BAGS. ........24
SETON SIGNAGE ............79
VACATION PROMO .........74
WHOLESALESOURCES.COM ...
INSIDE BACK COVER
DROPSHIPPERS
DINO DROPSHIP . . . . . . . . . . . . 55
DOBA DROPSHIP ...........71
EZ DROPSHIP. ..............50
E-CIGARETTES &
SMOKE SHOP ITEMS
3’x5’Embroidered Flags $14.00 Each
View our 148 page Catalog online !
www.RIOhio.com
LIGHT E CIG ................23
LOGIC WHOLESALE .........33
Hat Pins $6.00 dz
Garden Flags
$48.00 dz
Metal Signs
$5.50 Each
3’x5’Embroidered Flags
$14.00 Each
Belt Buckles
$36.00 dz
$9.00 dz
Playing Cards
$18.00 dz
$24.00 dz
$21.00 dz
$18.00 dz
USA VAPE DEALS ...........53
FOOTWEAR
5” Patches $36.00 dz
$39.00 dz
Garden Flags WindSocks
48.00 dz $48.00 dz
$18.00 dz
Tri-Fold
$36.00 dz
$5.00 Each
SNEAKER CLEARANCE. ......25
Leather Wallets $5.50 each
HANDBAGS
$21.00 dz
$36.00 ut 72 pcs
Magnets 3”x8” $18.00 dz
BAG CLOSEOUTS ...........27
BAG VENDORS .............36
12”x18” Metal Signs
$5.50 Each
HOME & HOUSEWARE
Belt Buckles
$42.00 dz
DAKOTA STEEL ART ..... 16/17
MERCHANDISE REP .........26
Patches $18.00 dz
REEDYVILLE ...............18
RUG PROFITS...............69
RUSH SUPPLIERS ...........32
JEWELRY/
ACCESSORIES
BLING WHOLESALER ........21
BODY CANDY HQ ...........45
BUND JEWELRY.............41
CLOSEOUTS FOR SALE. ......67
HEAVENLY WHOLESALE .....70
HIP WHOLESALE............35
JEWEL CLEARANCE .........26
JEWELRY MINERS...........73
SHAKE WHOLESALE. ........58
Min.Order
$150.00
Metal Sign
$4.75 each
$48.00 dz
$4.50 Each
Metal Plates
$27.00 dz
8” x 12” Metal Signs
$39.00 dz
$4.00 each
SOARING $30.00 dz RC 8” x ...............24
12” Parking Sign $18.00 dz
12” Metal Signs
$5.00 Each
$7.00 Each
Belt Buckles
$36.00 dz
NOVELTIES
3pc Magnet
$5.25 Each
CARTOON CONCEPTS .......22
$15.00 dz
$42.00 dz
$15.50 Each
COOL GLOWING ............15
NOVELTY SELLER ...........29
PPE SUPPLIES
PPE STOCKROOM. ..........34
R/C & TOYS
RC VARIETY ................49
Leather Bracelet $18.00 dz
SPECIAL FEATURES
FORUM WORKSHOP ........30
READER RESPONSE .........11
RETAILING NEWS ...........14
WHAT’S HOT ...............12
12”x18” Metal Sign $5.25 each
$15.00 dz
36 pcBiker Ring
$24.00 dz
Best Friend Necklace
RAMSON’S
$39.00 unit
$24.00 dz/sets
1ut/5 dz Mood Rings $33.00 unit
TRADE SHOWS
ASD MARKET ...............31
THE MARKET CENTER .......18
WATCHES & CLOCKS
TIME WHOLESALERS ........51
WATCH DEALERS ...........68
WEDDING ITEMS
SMARTEST BARGAIN . . . . . . . . 20
WELCOME NEW
READERS!
ENJOY THIS ISSUE
Advertise in
Metal Sign
12”X18” $5.75 Each
See Page 9
BUSINESS BOOKS
www.BizBooks.org
Ring...Ring...
$36.00 ut/72pcs
Savings
for
Cell
$6.00 dz
See our Hat Ad Pins on Page Also 39
sold by the
Gigantic dozen! Selection
of Variety Goods
See our Ad on Page 04
DROPSHIP TO PROFITS!
Tri- Color Necklace $18.00 dz
1000’s of Items
See our ad on Page 71
WHOLESALERS:
Increase Your Sales
By Advertising Here!
631-754-5000
WIND SPINNERS
Sells Like
A Breeze!
DAKOTA STEEL
See Our Ad on Pgs. 16/17
VISIT FORUM ON
THE INTERNET
View our latest books at
www.bizbooks.org
WE HAVE BUYERS
Databases for ALL Industries
www.BuyersContacts.com

ADVERTISING INFORMATION
www.retailersforum.com
VOL 28 NO. 2
JUNE 2008
MARKETING TIPS!
MERCHANDISE SOURCES
RETAILING TIPS
SELL LIKE AN
EGYPTIAN!
Reach Active Buyers with our Print Readership
Plus over 265,000+ Page Views Monthly Online
✔ Apparel and Accessory Stores
✔ Card and Gift Stores
✔ Discount and Dollar Stores
✔ Distributors and Jobbers
✔ General Merchandise Stores
✔ Internet On Line Stores
✔ Mail Order Catalog Sales
✔ Novelty and Toy Stores
✔ On Line Stores
✔ Resort and Souvenir Stores
✔ Sporting Goods Stores
✔ Variety Merchandise Stores
✔ Wholesalers
ESTABLISHED IN 1981 as a buying source for store
owners and wholesalers, Retailers Forum offers advertisers
a large national circulation to showcase their products
and services. Many of our readers are located in rural
areas where access to merchandise is difficult, making our
magazine indispensable to their buyers.
Through our unique direct mail and trade show
circulation we constantly rotate our mailing lists, adding
new stores monthly enabling us to deliver new, fresh
buyers each and every month you advertise with us.
In addition to your print ad, your company will be
featured in our digital on line monthly version at
www.RFmagazine.com. Our online magazine produces
over 265,000+ page views monthly for our advertisers,
which is in addition to our print and mail distribution.
Your online ad will link to your website and email
address and we provide unlimited transfers from our
readers into your website 24/7.
FORUM PUBLISHING COMPANY
383 East Main Street, Centerport, NY 11721
www.RetailersForum.com
CONTACT US:
TEL: 1-800-635-7654
FAX: 631-754-0630
Email: ForumPublishing@gmail.com
Page 8 MARCH 2022 | RETAILERS FORUM MAGAZINE

etailers
ADVERTISING RATES
AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES
› Page $400 $300 $275 $250
¼ Page $525 $425 $400 $350
½ Page $625 $525 $500 $450
Full Page $850 $750 $700 $650
2 Pages $1,350 $1,250 $1,150 $1,050
Prices shown per month, above rates include full color printing
ADVERTISING SPECS
› Page: 2¼" high x 3¼" wide
¼ Page: 4‚" high x 3¼" wide
½ Page:
Full Page:
4‚" high x 7" wide or
9½" high x 3¼" wide
9½" high x 7" wide
Email or provide CD of ad in exact dimensions as JPG, TIF or preferred
PDF format in CMYK color, 300 dpi resolution only
FULL MARKETING PROGRAM INCLUDED >>
✔ Monthly print and mail magazine
✔ Online magazine and search marketing
✔ Distribution at top trade shows
Printed Magazine
• Your ad is featured in our
printed magazine circulated
to buyers across the USA.
Includes distribution at
industry’s top trade shows.
Complete Digital Magazine
• Your ad runs on-line at
www.RFmagazine.com
• Over 265,000+ monthly
page views
• Active link to your website
Phone APP
• Your company included in our
free iPhone and Android APP.
Imagine YOUR company right
on the buyers phones!
Reader Response
• Generates leads from buyers
interested in your products
through a code placed in
your ad and on-line at
www.vendor411.com. Free for
all half and full-page ads.
Search Marketing
• Your company included in
the industry’s leading search
engine: www.supplier411.com
• Saturation marketing coverage
on our new wholesale portal:
www.wholesalesources.com
TOP INDUSTRY TRADE SHOWS 2022
JANUARY
Atlanta Gift Fair
Los Angeles Market Week
Philadelphia Gift & Variety Show
Seattle Gift Show
The Merchandise Center, IL
FEBRUARY
ASD Marketplace Las Vegas Show
Louisville Gift Show
Magic Sourcing Show
New York Toy Fair
Off Price Specialist Show
Rocky Mountain Gift Show
MARCH
Atlanta Spring Gift Show
California Marketplace
Dallas Apparel & Accessories Show
Greensboro Gift & Jewelry Show
The Merchandise Center, IL
APRIL
Hawaii Merchandise Expo
The Merchandise Center, IL
MAY
Las Vegas Licensing Show
New Orleans Gift & Jewelry Show
Northern Michigan Gift & Souvenir Show
Off Price Show NY TBD
The Merchandise Center, IL
JUNE
Dallas Gift & Variety Show
Greensboro Gift & Jewelry Show
LA Fashion Market
JULY
Atlanta Gift & Home Furnishings
California Marketplace
Philadelphia Gift & Variety Show
The Merchandise Center, IL
AUGUST
ASD Market Week
Biloxi Wholesale Show
Louisville Gift Show
Off Price Specialist Show
New Orleans Gift & Jewelry Show
Rocky Mountain Gift Show TBD
St. Louis Gift Show
SEPTEMBER
Asia America Wholesale Show
Dallas Home & Gift Show
Greensboro Gfit & Jewelry Show
Hawaii Gift Show
Norton’s Gift & Variety Show
Philadelphia Candy & Gift Show
The Merchandise Center, IL
OCTOBER
Dallas Apparel & Accessories Show
Las Vegas Souvenir & Gift Show
The Merchandise Center, IL
NOVEMBER
Gatlinburg Gift Show
Hawaii Merchandise Expo
New Orleans Gift & Jewelry Show
Smoky Mountain Variety
DECEMBER
Grand Strand Gift & Variety Show
Greensboro Gift & Jewelry Show
The Merchandise Center, IL
Our Large Holiday Issue Hits The Mails Before
Thanksgiving to Maximize Advertisers Results!
We provide physical magazines at shows or email free
digital magazine to attendees using Attendee database lists.
* Show schedules are subject to change without notice.

From the
PUBLISHER
Spring Planning For Your Business
THE onset of spring. What a better time
than this to talk about growth? Speak
with anyone in business and they will
tell you that they want their business
to grow. Some are even obsessed with
it. I want bigger. I want more profit. I
want more locations. No one is happy
if their business is stagnant. No matter
how profitable your business is, it
should never stand still. It reminds me
of the old saying “If you don’t make the
dust…you eat the dust.” Why then do so
many businesspeople arrive at financial
plateaus unable to forge ahead.
First off we will discuss the elephant in
the room, covid, and the horrendous toll
it took on all of our businesses. With the
worst behind us, if your business is still
standing it is imperative that you dig in
to secure your future. All of us shared the
same concerns of do we stay in business
or do we close down. If you made it to
this level you’re most likely staying on
the playing field and need to formulate
plans to move your business forward.
For many of us once we establish our
businesses we tend to enjoy the security
and become risk adverse. The last two
years have taken that premise off the
table. The survivors have been those with
determination and a vision towards the
future. After you congratulate yourself
and your staff for your resilience it is
now time to push forward using the tools
we’ve discovered during the hard trials of
recent.
In some businesses, growth could mean
numerous locations. If your company
>> ON-LINE SOURCING
had the secret sauce to stay afloat and are
now profitable again this may be a good
time to take advantage of market timing
and expand. For other businesses this
may be the time to diversify your product
lines and add new products to enhance
your profits and customer selections. We
must envision the mountain and nurture
the molehill.
Get back into the swing and focus
on growing your business and your
customer base. Don’t limit yourself by
being afraid of changes. Stay on the
cutting edge of new products in the
market. Things are changing faster than
ever and the smart businessperson stays
on top of things.
If you already haven’t, create or update
your website. Spend your downtime
tweaking the appearance and usability
of your online store. The markets have
rapidly moved into ecommerce much
faster than expected because of the
pandemic. Don’t be on the outside of
this shift. Invest in your marketing and
presence.
Reaping the rewards of a successful
and growing business is not always what
one expects. Sure, we hope to make
more money, but the greatest asset of a
successful business is yielding the gift of
time that comes with renewed freedom
as the over-seer of the enterprise. Look
to growth as the key to freedom and
creativity in your business life. Embrace
the spring season as your time to bloom
and blossom.
The entire issue of
Retailers Forum Magazine
is posted on-line at
www.RetailersForum.com
Includes: Website Links *
E-Mail Links * Printable PDF’s
ACCESS OUR MAGAZINE
FROM ANYWHERE 24/7
RETAILERS
FORUM
SALES & MARKETING
Gregory Brown
Tom Richards
Scott Savitt
Martin Stevens
OFFICE MANAGER
Leah C.
PRODUCTION
Lisa Maresca-Smith
CREDIT DEPARTMENT
Kristine Hines
CIRCULATION
Discount Reading Svc.
LITERARY STAFF
Patricia Luebke
Jason Meyers
Rachel Spearman
COLOR PRODUCTION
Anchor Imaging
PRINTING
Composing Room
ART DIRECTION
Gregory Stevens
Martin Stevens
OVERSEAS OFFICE
Trade Channel
N.W. Guineastr 30
2022 PA Haarlem
Netherlands
+31-23-531-90-22
Published Monthly by:
Forum Publishing Co.
383 East Main Street
Centerport, NY 11721
Tel: 631/754-5000
Fax: 631/754-0630
forumpublishing@gmail.com
www.retailersforum.com
40 Years
1981-2022
RETAILERS FORUM is published monthly at
$75/year USA, $125/year foreign.
Entire contents copyright ©2022 by
Forum Publishing. Publisher assumes no
responsibility for contents herein. First and
third class postage paid at Centerport, NY.
Bulk mail paid at NY, Brookfield, WI and
Hooksett, NH under private mail indicia via
publication mailing.

etailers
Reader Response
FREE PRODUCT INFORMATION FROM OUR ADVERTISERS
Have our advertisers contact you directly!
Simply select the advertisements that interest you and fax this form to 631-754-0630
or fill in on-line at www.Vendor411.com
BUSINESS SERVICES
❒ All Advertisers in
BUSINESS SERVICES
❒ 06. Forum Business Advisors
CREDIT CARD
PROCESSING
❒ All Advertisers in
CREDIT CARD
PROCESSING
❒ 68. EXP Merchant
❒ 38. EXS Credit
❒ 03. North American Bankcard
GENERAL & VARIETY
❒ All Advertisers in
GENERAL & VARIETY
❒ 15. Palletfly
❒ 07. Ramsons
HOME & HOUSE
❒ All Advertisers in HOME & HOUSE
❒ 23. Dakota Steel Art
❒ 08. Reedyville
❒ 12. SJT Enterprises
WESTERN ACCESSORIES
❒ All Advertisers in WESTERN ACCESSORIES
❒ 33. JR Palacios
For Quick Response:
Fax: 631-754-0630 • On-Line: www.Vendor411.com
Mail: Forum Publishing Co. • 383 E. Main St. • Centerport, NY 11721
Your Name _____________________________________________ Type of Business ____________________________________
Company Name _____________________________________________________________________________________________
Address ____________________________________________________________________________________________________
City ____________________________________________________State _____________________ Zip ______________________
E-Mail: _________________________________________________Tel _______________________ Fax ______________________

WHAT’S HOT
For more information, contact:
www.TimeWholesalers.com
Invicta
Specialty
MSRP: $425.00
(91% off)
Wholesale:
$37.99
For more information, contact:
www.BoutiqueCloseouts.com
Kate Spade
Black Textured Leather
Crossbody Wallet
55 95
$
55
95 Kate Spade
Mini Teal Patent Leather Wallet
$ 55 95
For more information, contact:
www.Forum123.com
Tel: 1-631-754-5000
Page 12 MARCH 2022 | RETAILERS FORUM MAGAZINE
TIME FOR DEALS
WHILE many markets have slowed down or prices have made our margins
difficult, the luxury watch market has gone totally the opposite way!
I just read that Hublot watches, a very expensive 5 figure brand, is
raising prices around 4%. Who would have seen that coming? But the
truth is that the luxury markets are growing and with Time Wholesalers
you can be part of that uptick.
WATCHES are perennial great sellers and Time Wholesalers has
all of the brands that your customers will want. The best part is that
they do not have a minimum order so you can select a nice batch of
samples for your store to display for your buyers.
THIS month’s special is a beautiful Invicta Specialty men’s watch
at 91% off - selling for just $37.99. The MSRP on this beautiful watch
is $425, so imagine the profits to be had! The company has a lot of
Invicta watches, all 100% genuine, brand new and guaranteed.
PRE-LOVED RESALE PROFITS
BY now you know the tremendous amount of money that can be made
in luxury brand resale merchandise. You’ve seen the ads for
Poshmark and others offering gently pre-used designer duds.
BOUTIQUE Closeouts is a long established name in designer
resale and takes special care and pride in offering the best
quality brands at the lowest prices. Your clients will love the
selection and you will love the markups. New goods come in
daily, they ship nationwide with no minimum order and all
goods are guaranteed authentic.
THIS months special are a variety of genuine Kate Spade
brand wallets and purses at just $55.95 each. Act quickly and
view all of the amazing Items on the company’s website.
GOING ONCE, TWICE...
AUCTIONS continue to be great resources for businesses to find
treasures to resell. Auctions have everything form expensive jewelry, cars,
business contents, land and more available. The key has always been
to find out where the reliable auctions are and how to attend either in
person or virtually.
OUR new Auction Buyers Directory shows you all of the auction
resources around the entire USA. We show you private auctions, and
best of all, government auctions and how to get on their contact lists
free of charge! Unlike other auction resources, you do not have to
keep spending money on info. This directory gives you ALL contact
information right up front so there is nothing more to buy. The book
is in print or PDF format for just $39.95.

ACCESSORY HEADQUARTERS
for over 3600 Devices!
Service Since 1972 • Robust Return Policy • Award Winning Products
• Cryptocurrency
Products
• Screen Protectors
• Touchpad
Protectors
• Cases and Covers
• Cables
• Batteries
• Keyboards
• Stylus
• Stylus Pouch
• Audio & Music
• Holsters
• Phone Grip
• Plug Adapters
• Car Chargers
• Travel Chargers
• Car Mounts
• Stands & Mounts
• Gaming Gear
• Straps
• Smart Gadgets
OUR UPDATED WEBSITE MAKES IT EASY TO SORT OUR THOUSANDS OF ITEMS BY
BRAND STOCK YOUR STORE WITH 1 OR 1 DOZEN UNITS - NO MINIMUM ORDER
CURRENT SPECIALS
Dual+ Holster
Case
from $ 9.95
SimpleElement
iPhone 7 Cover
$
19.95
BlueBridge
Audio Adapter
from $ 22.95
FlexSport
iPhone 13 Armband
$
24.95
HandiGrip
Car Mount
from $ 12.95
SlimGrip
G3 Case
$
12.95
Qi Wireless
Charger
$
14.95
Universal QuickVent
Car Mount
from $ 12.95
Rejuva Power
Pack Pro
$
10.95
Resolute OA3
Case from
$
12.95
Rejuva
Power
Pack
Compact
$
12.95
1000’s of Accessories for Cell Phones • All Makes • All Models
No Minimum Order • Buy with Confidence
Bamboo
iPhone 7 Stand
$
19.95
www.Whole-Cell.com
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 13

RETAILING NEWS
Report Shows What Consumers Want
CONSUMERS have been suffering between lockdowns and inflation but they are resilient.
They have been able to adapt to most of the extreme circumstances over the last two years
and many have turned to technology to navigate their purchases. It is expected that businesses
also do the same.
THE shoppers are expecting that the businesses and brands they do business with adapt
to their new ways of shopping, which is heavy on digital marketing. A recent global study by
over 19,000 consumers across 28 countries have come up with some important findings that all
retailers and brands need to consider.
THE key findings from this report was that consumers are using a mix of digital and in person
channels to build their own shopping experiences, and over one third of Gen Z primarily are
opting for this type of experience.
STORES are no longer the default shopping channel, but 72 percent of consumers still rely on
stores as their primary buying method.
IT is reported that about 44 percent of consumers are purpose driven shoppers and choose
products and brands based on how well they align to their values. What a different world than
when we’d buy a shirt because it was a shirt we liked, not because the company making it liked
vegans or hated drinking straws!
FINALLY, 50 percent of consumers claim that they’re willing to pay a premium for sustainability.
It should be noted that there is a gap between customers’ intentions and their actions, with fewer
than one in three saying sustainable products made up more than half of their last purchase.
Macy’s Closing More Stores
MACY’S, which is one of the few old school department stores still standing, has announced
that they will be closing stores. Included will be Estero, Florida’s Bloomingdale’s Outlet Shop.
LAST year Macy’s had announced they would be closing several stores but said it was
reconsidering when to close the roughly 60 remaining stores out of a batch of 125 closures the
company had targeted for closure by 2023. They state that the delayed closure allows them to
maintain physical presence which is critical to top-line growth. Many shoppers are hoping for
an about face, including displaced workers who will be offered severance packages or jobs
elsewhere at other locations.
Kroger’s Turns Babyish
LAST month we reported that Bed Bath & Beyond would be closing several locations, and
they have indeed started to. But in retailing we all know that you need to constantly reinvent
the wheel and it appears that BBB will be making a deal with Kroger Supermarkets to sell some
of its bedding, storage and baby furniture in their stores and on the Kroger website.
BBB also said that it is starting its own third-party marketplace online to expand its product
assortment and would be completing a three year $1B stock buyback program two years
ahead of schedule.
For Late-Breaking Industry News Visit: www.RetailersForum.com
If It Affects Retailing We Report On It!
Page 14 MARCH 2022 | RETAILERS FORUM MAGAZINE

CoolG owing.com
LED Light Saber Sword
Pink (2-Mode)
$
2.99
LED Heart
Wand
$
21.95
Economy Glow Necklace
Blue - 50-Pack
$
16.95
Flashing Party Hat
Red - 6 pk
$
14.95
Accents Mini LED
String Lights
$
7.99
Glow in
the Dark
Frisbee
$
1.99
Cool Glow Bottle Collars
50 pk Yellow
$
27.95
LED Atomic Glow
Shot Glass
$
2.59
Light Up 14 Red LED
Tray
$
21.95
Cool Glow Mugs
Pink (30 per Pack!)
$
52.95
4” Glow Sticks
(50-Pack)
$
24.00
White LED Diamond
Bling Rings
Assorted Shapes (24-Pack)
$
26.40
8” Premium Glow Bracelets
Yellow - 100 Pack
$
15.99
Glow Star Shaped Glasses
Orange - 12 pk
$
9.95
YOUR SOURCE FOR ALL GLOW PRODUCTS
PARTY SUPPLIES • APPAREL • NOVELTIES • JEWELRY • BANNERS • HOLIDAYS
IF IT GLOWS...WE HAVE IT!
www.CoolGlowing.com
LED Fiber Optic Gift Bow
6 Pack
(Blue, Gold, Silver, Red, White, Green)
$
10.99
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 15

Page 16 MARCH 2022 | RETAILERS FORUM MAGAZINE
Want More Info? Circle #23 on page 11 • www.Vendor411.com

Want More Info? Circle #23 on page 11 • www.Vendor411.com
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 17

Return to In-Person Sourcing at TMC.
April 5th - 6th, 2022
TMC has prepared to welcome you back safely.
TMC has changed its operations to comply with governmental guidelines for keeping people safe.
Protective
masks
required
Sanitizer stations
throughout
center
Pre-packaged
grab-and-go
meals
Precautions subject to change as government guidelines change.
Register for our April Market:
• April 5th - 6th, 2022
• Name brands & extreme value merchandise
• America’s largest permanent collection of closeout specialists
• Practically the entire closeout industry under one roof
REGISTER AT
www.tmcexpo.com
TMC The Merchandise Center, 9555 Foster Avenue, Suite 600, Schiller Park Illinois 60176 ©Copyright 2022
TMC September 2022 IR Ad 7x4.5.indd 1
2/9/22 12:56 PM
Want More Info? Circle #08 on page 11 • www.Vendor411.com
Page 18
MARCH 2022 | RETAILERS FORUM MAGAZINE

YOUR FASHION
HEADQUARTERS
Bodycon Dress Women Velour
Short Sleeve Round Neck
$ 4.99
for Men & Women
We specialize in independent online and brick-and-mortar retailers.
Join UIN/Milanoo - Solid and reliable source for newest fashion merchandise.
We Ship Worldwide - No Minimum Order
100’s of Items Under
$ 19 99
Women Bodycon Dress Yellow Straps Neck Lace
Up Irregular Sleeveless Pencil Wrap Dress
$ 11.17
Women Bodycon Dress High Collar
Long Sleeves Black Stretch Short Dress
$ 12.99
Faux Fur Coats For Women Long
Sleeves Casual Stretch Jewel Neck
$ 22.99
Women Hoodie Blue Jewel Neck Long Sleeves
Tie Dye Polyester Hooded Sweatshirt
$ 7.99
Hoodie For Woman Light Gray Long Sleeves
Leopard Print Polyester Hooded
$ 17.99
Men’s T-shirts Jewel Neck
Printed Short Sleeves
$ 10.99
Men’s Trousers Casual Natural
Waist Straight Cargo Pant
$ 18.99
Casual Turndown Collar
Men’s Shirt
$ 13.99
Jacket For Men
Polyester Handsome
$ 18.99
Men Blazer Casual
Color Block Spring Jacket
Turndown Collar Long Sleeve Short Jacket
$ 19.99
www.UinDeals
UinDeals.com
Large Orders? Click on Wholesale Tab
Men’s Sweaters
Men’s Pullover Knitwear
High Collar Winter Deep Apricot
$ 19.99
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 19

Your Wedding Center Specialist
We stock Everything For Wedding Stores & Event Planners
Servicing the Industry Since 2003
Premium Crushed Velvet Table Runner
$
5.29
1 Tier Disposable Cake & Cupcake Stand
$
2.00
Geometric Hanging Air
Planters Set
$
39.95
Birch Wood Engraved Ring Box
$
8.99
Tabletop Bali Umbrella Centerpiece
$
39.95
Pyramid Glass
Prism Ring Box
$
17.99
FREE SHIPPING on ALL Orders over $ 75+ • All Credit Cards Accepted
• BULK DISCOUNTS
www.SmartestBargain.com
Your Lingerie Source
CORSET STYLE
BRALETTE
WITH PUSHUP
HUGE SELECTION NO MINIMUM ORDER
UNDERWIRE
RETAILERS & VENDORS WELCOME
$ 12.95 LACE HALTER CAMI
LACE AND SATIN
LINGERIE SET
RED CHEMISE
$ SALE
13.47
$ 9.99
FLOWER LACY
BABYDOLL WITH
G STRING
SALE
$ 13.14
LACE TRIM
LINGERIE ROBE SET
SALE
$ 16.59
CROTCHLESS
LACE PANTY
BRALETTE SET
SALE
$ 7.82
USD
LUXURIOUS BLUE SATIN AND LACE CHEMISE
SALE $ 10.99
GREY SILVER FLOWER LACY BABYDOLL
WITH G STRINGE
SALE $ 13.14
BLACK ANGEL CAMI
AND SHORT SET
SALE
$ 16.59
ORDER WITH CONFIDENCE FLAT RATE SHIPPING ANYWHERE IN USA
www.FlirtyWholesale.com
Page 20
MARCH 2022 | RETAILERS FORUM MAGAZINE

NYC’s Best Bling!
CHAINS • PENDANTS • BRACELETS • WATCHES
Famous
Celebrity
Clientele
30 YEARS OF CUSTOMER SATISFACTION • HIGHEST QUALITY • BEST PRICES
www.BlingWholesaler.
.BlingWholesaler.com
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 21

Start.
Grow.
Repair.
Our specialty is helping small and
mid-sized businesses achieve success.
Contact us for free consultation.
1-800-433-7002
info@ForumBA.com • www.ForumBA.com
Want More Info? Circle #06 on page 11 • www.Vendor411.com
LARGEST SELECTION OF CONSUMER PRODUCTS
OVER 150,000 OF WHOLESALE ITEMS FOR YOUR STORE OR FLEA MARKET BOOTH
AUTO • HOME • ELECTRONICS • SPORTS • TOYS • APPAREL • SHOES • HEALTH & BEAUTY
4 inches 1080P HD 170°
3 Lens Car DVR Dash
G-sensor Recorder
+ Rearview Cam
$
56.16
433MHz Smart
Wireless Remote
Control TV
Replacement for
LGAKB74915324
$
5.99
Buy With
Confidence
FREE SHIPPING
on Orders over $ 59
NEW ITEMS
DAILY
NO Minimums
V9 Handsfree Wireless Business Bluetooth
Headset with Mic for Driver Sports
$
9.99
Wireless Bluetoot
compatible
Gamepad
Multiple Vibration
Game Controller
for Sony PS4
$
19.31
Digital
Forehead Infrared
Thermometer Tester
Non-Contact
Temperature Meter
$
6.59
25g Mint Tooth
Whitening
Natural Herbal Clove
Toothpaste Dentifrice
Remove
$
14.88
Orgonite Pyramid
Amethyst Peridot
Healing Crystal
Energy
Convertor Craft
$
19.99
Men
Multifunctional
All in 1 Handhold
Shaver Hair
Trimmer for Ear
Nose Hair
$
6.99
www.CartoonConcepts.com
Page 22 MARCH 2022 | RETAILERS FORUM MAGAZINE

One-Stop Shop for Vape Devices & E-Liquids
Warehouse in USA • Fast Shipping
STARTER KITS • MODS • TANKS • LIQUIDS • ACCESSORIES
CALI BARS DISPOSABLE VAPE PEN - STRAWBERRY
Cali Bars has an approximate puff count
of 300 and comes in an e-liquid capacity
of 1.3ml with a nicotine strength of 5%.
All Cali Bars products are disposable
and require no charging or refilling.
$
5
FOG X DISPOSABLE VAPE PEN - CHOCOLATE MILK
Fog X has an approximate puff count of
320 and comes in an e-liquid capacity
of 1.3ml with a nicotine strength of 5%.
All Fog X products are disposable and
require no charging or refilling.
$
5
HELIX BAR DISPOSABLE VAPE PEN - PEACH
Helix Bar has an approximate puff count
of 600 and comes in an e-liquid capacity
of 2.5ml with a nicotine strength of 5%.
All Helix Bars are disposable and require
no charging or refilling.
$
6
JAMBA POP DISPOSABLE VAPE PEN - CHOCOLATE SMOOTHIE
amba Pop has an approximate puff count of
900 and comes in an e-liquid capacity of 3.0ml
with a nicotine strength of 5%. All Jamba Pop
products are disposable and require no charging
or refilling.
$
8
SMOK ALIKE ALL-IN-ONE VAPE KIT
SMOK Alike features ergonomic contouring
that ensures better grip and portability.
SMOK Alike is SMOK’s latest pod mod,
which has been well-designed and made
especially for you! SMOK Alike fits perfectly
in your palm and presents a luxurious leather
texture. SMOK Alike allows you to adjust
your wattage from 1W all the way up to 40W
depending on your preference.
$ 34.95
VAPORESSO XTRA ALL-IN-ONE VAPE KITS
Vaporesso Xtra will amplify your
flavored vape juice and make
you feel at ease. Vaporesso
Xtra features an ergonomic and
compact body that’s great for
the on-the-go vape enthusiast.
$ 24.99
GEEK VAPE AEGIS MINI ALL-IN-ONE KIT
Aegis Mini by Geek Vape features an adjustable
wattage that you can toggle between 5 to 80W
and can hold up to a staggering 5.5ml. Aegis Mini is
built with zinc-alloy and leather making it extremely
durable.Aegis Mini has a 2200mAh battery with
an e-liquid capacity of 5.5ml. Aegis Mini has an
adjustable wattage and comes with a maximum of
80W. Aegis Mini has an internal battery.
$ 49.99
SMOK TRINITY ALPHA ATOMIZER
This Smok Trinity Alpha Atomizer is
also the perfect solution to storing
different juices incase you like to
change flavors on the fly and don’t
want juice flavors to mix. The Smok
Trinity Alpha pod has a top fill system
and an air driven design for a rich,
smooth MTL vaping experience.
$ 10
GEEK VAPE ZEUS SUB-OHM TANK
The Geek Vape Zeus Sub-Ohm
Tank features Z1 and Z2 coils
which produce excellent flavor
and cloud production. The Geek
Vape Zeus Sub-Ohm Tank has an
e-liquid capacity of 5.0ml.
$ 27.99
NAKED 100 VAPE JUICE - HAWAIIAN POG ICE
Naked 100 E-Liquid Hawaiian
POG Ice contains a VG/PG ratio of
70/30 and comes in a 60ml bottle,
perfect for use with any Sub-Ohm
vape device and coils designed for
freebase nicotine juices.
$
8
OMG E-LIQUID VAPE JUICE - WTF ICE
OMG E-Liquid contains a VG/
PG ratio of 70/30 and comes in
a 120ml bottle, perfect for use
with any Sub-Ohm vape device
and coils designed for freebase
nicotine juices.
$
8
BAD DRIP LABS SALT NIC VAPE JUICE - UGLY BUTTER
Ugly Butter by Bad Salt contains a
VG/PG ratio of 50/50 and comes
in a 30ml bottle, perfect for use
with any MTL vape device and coils
designed for salt nicotine juices.
$
8
100% Authentic Vape Products from Popular Brands, Free Shipping (CA ONLY) on Orders over $125
www.LightECig.
.LightECig.com
com
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 23

WHOLESALE PACKING SUPPLIES
Great for E-Tailers • Lowest Prices
Poly Mailers • Bubble Mailers • Tapes • Stretch Wraps • Industrial Supplies
36 Rolls
THIS MONTH’S SPECIAL
1.57 MIl
Per
Clear Packing Tape..... $ 2” x 110
Case
36.88 Case Yards
1.57 MIl
2” x 110
Yards
SAME DAY SHIPPING FROM OUR OHIO WAREHOUSE • BULK QUANTITY PRICING AVAILABLE
www.SalesGroup.Org
Professional Grade R C Toys & Drones
www.SoaringRC.com
Airsoft Guns • R C Cars, Boats, Helicopters
WEEKLY SPECIALS • CLEARANCE ITEMS
ZOHD Dart250G
FrSky R9 900MHz 16CH
570mm Wingspan
Long Range Receiver &
Sweep Forward
R9M 2019 Module System
AIO Wing EPP FPV RC
with mounted Super 8
Airplane
and T antenna
$
59. 99
$
87. 99
FrSky Transmitter Taranis
BETAFPV HX100 100mm
X-Lite S 24CH Radio with
FPV Quad built in FrSky
PARA Wireless Training
RXSR Receiver
BETAFPV 75X HD Whoop Quadcopter 3S
Function and
built in FrSky Receiver
$
119. 99 Quick-charge System
www.SoaringRC.com • Everything FUN!
Page 24 MARCH 2022 | RETAILERS FORUM MAGAZINE
$
149. 99
$
149. 99

LARGEST FOOTWEAR BRANDS IN THE WORLD
Over 20 Years of Servicing The Marketplace
NIKE - ADIDAS - PUMA - CONVERSE - REEBOK - JORDAN - VANS
Check Out These New CLEARANCE Sale Items...
Fenty PUMA by Rihanna
Fenty Avid - $ 30
Limepunch/Puma Black/Limepunch ~ Women
Fenty PUMA by Rihanna
Fenty Avid - $ 30
Puma Black/Limepunch/Puma Black ~ Women
Nike Sportswear
Air Force 1 Mid LV8 - $ 30
Sequoia/Sequoia/Gum Light Brown ~ Kids
Reebok Club C85 AFF
$
30
MET SNAKE - Black/Chalk ~ Unisex
Fila Targa
$
30
White/Fila Navy/Fila Red ~ Unisex
Reebok
Classic Leather Textural - $ 30
Silver Met/Skull ~ Women
Adidas Cponsortium
Samba Womens Deep Hue - $ 30
CLONIX/CRYWHT/CRYWHT ~ Women
Reebok
Workout Plus Ice - $ 23.70
White/Flat Grey/Ice ~ Unisex
Converse
Lucky Star Hi - $ 23.70
Garnet/Egret/Egret ~ Unisex
New Balance
247 - $ 29.70
Marblehead ~ Men
ASICS
Gel Saga - $ 29.70
White/Orchid ~ Unisex
Vans
OG Era LX - $ 32.50
Black/Mulberry ~ Unisex
www.SneakerClearance.net
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 25

Jewelry Liquidators
Yellow Real Gold
Modern Wedding
Band Mens Ring
$ 184.99
Mens Round Cut CZ
Ring with Pave Set
Accent on Sides
$ 204.99
Pretty Round CZ Heart
Shaped Promise Ring
with Accents
$ 94.99
1.68ct Dainty
Delicate Ladies
Engagement Ring
$ 204.99
Two-Tone Ladies Fascinating Filigree Bracelet with Diamond Cut Hearts
$ 399.00
Real Oval Lovely
Ladies Bracelet
$ 554.99
Two-Tone Brilliant Studded Heart
Ladies I Love You Talking Necklace
$ 249.99
Shimmering Accented
Ladies Double Circle
Hoops Necklace
$ 189.99
Pretty Stud Earrings
$ 119.99
JewelClearance.com
LINEN & BEDDING HEADQUARTERS
Largest Selection of Quality Home Good ~ Shipped Daily from East Coast
Castela By Matouk
WE HAVE THE
BEST BRANDS AT
THE BEST PRICES
Great for Retail Stores & Online Sellers
Big Sales
Windsor Charcoal Bedding
John Robshaw Bedding
Bedding Sets Starting at $30
Palmes Bedding Collection
As Low As $285
Nina Ricci Bedding
Stock Up Online at:
www.MerchandiseRep.com
Starting at $70
On Designer Bath Accessories 400 Thread Counts-from $35
Page 26 MARCH 2022 | RETAILERS FORUM MAGAZINE
Starts at $65

DESIGNER HANDBAG CLOSEOUTS!
Authentic Designer Brands - Great Pre-Owned Condition - Lowest Prices!
Started in 2007 our unique company sources quality authentic pre-owned designer handbags
for independent retailers and online sellers to offer to their shoppers.
NEW ITEMS WEEKLY - INVENTORY 50-75% OFF RETAIL
Kate Spade- Small Karen
Beauville Leopard Bag $ 78.99
Bottega Veneta- Velvet &
Tortoiseshell Embellished
Handbag $ 1064.99
Brooks Brothers- Large
Leather Shoulder Bag
$ 33.99
Dooney & Bourke- Tan
Embossed Leather Shoulder
Bag $ 96.99
Coach- Tan Monogram
Canvas & Leather
Shoulder Bag $ 33.99
Moschino- Tan & Brown
Leather Snakeskin Shoulder
Bag $ 148.99
Prada- Black Leather Bag
w/ Piping $ 451.99
Versace- Black Patent
Snakeskin Shoulder Bag
$ 748.99
Versace - Metallic Gold
Monogram Silk Jacquard Bag
w/ Leather Trim $ 548.00
Reed Krakoff - Color
Block Leather Handbag
$ 626.99
Ted Baker- Bovine Leather
Floral Crossbody $ 68.99
Michael Kors- Gold Chain Strap
Leather Handbag $ 32.99
Cole Haan- Ivory Leather
Cinched Tote Bag $ 118.99
Kate Spade- Small Bright
Coral Leather Chain Bag
$ 38.99
3.1 Phillip Lim - Leather
& Metal Studded Purse
$ 248.99
Botkier- Gold Leather
Shoulder Bag $ 57.99
Diane von Furstenberg- Blue
Ombre Leather Mini Crossbody
$ 47.99
Jimmy Choo- Distressed
Mahala Blue Calf Leather &
Suede Tote $ 948.00
Christian Louboutin- Cream
Shoe Clasp Handbag $ 498.99
OUR WEBSITE UPDATES WEEKLY - SHOP ONLINE OR AT ONE OF OUR 4 NORTHEAST STORES
www.BagCloseouts.com
Rafe- Ivory Leather Studded
Hobo Bag $ 32.99
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 27

LARGE PROFITS IN COFFEE!
FANTASTIC HAWAIIAN COFFEE
Flat Rate
Shipping in
USA
Many Flavors
All Size Bags
Bean or Grind
www.BeanWholesalers.com
COMPUTERS & ELECTRONICS ROCKBOTTOM PRICES
TOP QUALITY REFURBISHED ITEMS - MAKE BIG MARKUPS!
• Over 2 Million Satisfied Customers Since 2001 •
• All Items are Inspected by Experienced Technicians •
• Most Include Manufacturer Warranty •
• 30-Day Return Policy • Same Day Shipping•
Dell 462-3507
OptiPlex 7010
Desktop
Computer
THIS MONTH’S
SPECIALS:
$ 211.49
Samsung
Crystal TU7000
UN50TU7000F 49.5”
Smart LED TV
$ 359.49
Epson Workforce C11CG28201 WF-2860
All-In-One Wireless Color Inkjet Printer, Copier, Scanner, Faxer
$ 86.97
CAMERAS • COMPUTERS • LAPTOPS • PRINTERS • TELEVISIONS • GAMING
www.RefurbShops.com
Page 28 MARCH 2022 | RETAILERS FORUM MAGAZINE
Lenovo ThinkPad
X250 Laptop
$ 273.49

We’re All About FUN!
• Blank
• Licensed
• Brand Name
Fashionable Apparel
• T-shirts
• Headwear
• Hats
• Caps
• Beanies
• Face Masks,
• Hoodies
• Sweatshirts
• Jerseys
• Long Sleeve T-shirts
• Shorts,
• Pants
• Coats
• Decals
• Drinkware,
• Glasses,
• Gloves,
• Aprons,
• Home,
• Kitchen,
• Office supplies,
• PPE (face masks,
hand sanitizer)
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 29

FORUM WORKSHOP
R E T A I L
Operating
Your
forumworkshop
Operating Your
RETAIL STORE
S T O R E
Continued from last issue...
THE SILENT SALESMEN
Your customers will never join your staff. They
may never understand the fundamentals of retailing.
Yet they work for you – or against you
– from opening day on. The people who shop
your store serve as its volunteer ambassadors
of good will or ill will, depending on their
shopping experiences with you. They may not
realize how much they can help or hurt your
store, but you should.
People talk, and people listen. A word of praise
from shoppers is the best endorsement any retailer
can receive. Consider the implications of
the alternative. Someone has a problem with
your sales or service, it’s not addressed to satisfaction,
and he leaves the place huffing and
puffing with anger. What do you think will be
the first words from his lips when the store is
mentioned or someone expresses a need to buy
what you sell? If he says anything, he certainly
won’t be singing your praises. That kind of perception
feeds on itself; it grows and grows. A
friend tells a friend, who tells a friend. The next
thing you know, your big sale is a big bust.
Such a downward spiral happens to retailers
who don’t pay enough attention to how the
store is perceived by shoppers. That’s why
someone coined that phrase “The customer is
always right.” Think of it not as a cliche, but as
the mantra for retail success. It accurately describes
a secret of successful selling, and how
much of tomorrow’s business depends on
today’s transactions. The happy customer returns
to the store; the unhappy customer keeps
friends and family away.
HOW TO SATISFY
YOUR CUSTOMERS
What does it take to satisfy the customer?
Whatever it takes, within reason. You should be
as accommodating as you need to be in order to
ensure the reputation and continued profitability
of the store. Most customers will be satisfied
with a fair price for a quality product, a friendly
attitude, sound advice, and quick and competent
service. Some will prove much more demanding,
always pressing for extras, the better
deal at the lower price. Deal with all customers
on the same terms. In today’s market, people
have other places to shop if all they want is a
lower price. Once you start making deals,
you’re telling them your prices were inflated to
begin with.
People shop the small store for expertise and
convenience. Haggling over price isn’t part of
that process. Many shoppers simply don’t want
that hassle. They’d rather shop at a place where
they know the price that’s offered is the selling
price, and that they’ll get the same treatment
and leave the store satisfied with the treatment
they receive, they’ll spread the word.Everyone
wants to be the first with good news. Make the
shopping experience rewarding for your customers,
and they’ll soon be selling for the store
without even realizing it. continued...
Page 30 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 31

forumworkshop
FORUM WORKSHOP
GETTING TO KNOW THEM
To make the most of your relationship with customers,
you need to know as much as possible
about them. You must open your doors with a
thorough understanding of why certain people
should shop there. Once they do, you need to
know who they really are. Such knowledge is
important if you want to build your business
beyond the start-up phase. When you know as
much as you can about your customers – their
likes, dislikes, and interests – you can revise
your sales strategy to get the most from the relationship.
If you learn many of your customers
share an interest indirectly related to your core
business, it may be worth experimenting with a
venture into that arena. For example: a specialist
in foreign language publications, videos,
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and recordings could try
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Getting to know your store regulars should
prove a relatively easy process. These are people
who’ll frequent the store on a regular basis,
and with whom you’ll get pretty familiar. As
you get to know and trust each other, you can
turn to these special customers for honest opinions
on what you’re doing in the store and how
well you’re addressing their needs. You want
to do what you can to strengthen such relationships.
They can prove a real asset. Invitationonly
events, like special sales or previews of a
new season’s merchandise, help promote further
loyalty and a sense of belonging for these
store customers.
continued...
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Page 32 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 33

Of course, you’ll also want to
include your biggest supporters,
in terms of dollars, whenever
you host a special event.
Here’s where the computer system discussed
earlier can really help. Along with the many
ways a computer system helps manage information
and inventory, it’s your best tool for developing
a detailed profile of your customers
and their purchasing activity. Sure, with a keen
memory you could store some of that information
in your head, but few of us are blessed
with a memory capable of recalling every customer
and every sale. It’s much easier and more
efficient to write and update that history at the
cash register every time the customer makes a
buy. But beyond revealing who they are, the
purchase, and what brings them to the store,
forumworkshop
FORUM WORKSHOP
there’s little information most shoppers will
share while standing at the cash register.
CONSIDER CONDUCTING
A CUSTOMER SURVEY
Why not provide a short form to fill out, with
the promise of some reward or prize for doing
so? If you do, you’ll soon be able to compile details
about your audience that will enable you
to run a much more responsive operation. The
“reward” can be something as simple as joining
the store mailing list, a free pen or some other
in expensive premium, or entry in a drawing
for a giveaway or merchandise. The important
thing is to make that incentive lucrative enough
that a good share of customers will voluntarily
fill out the form. Keep the questionnaire brief
and to the point and you’ll draw even more responses.
continued...
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Page 34 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 35

The information provided, once entered into
your database, will prove more valuable than
anything you’re giving away.
The information you request should reflect
what you need to know to fine-tune your retail
strategy. Get the names and ages of anyone else
living in the customer’s home. Find out what
types of publications and TV shows the family
watches, and when. Provide a list of hobbies or
activities for them to check off.
Ask about shopping habits. What
day of the week do they do most
shopping, & what hours of that
day? Do they ever shop from home, use
coupons, or respond to ads that provide for a
certain discount? Where do they get their information
on what they buy: from what they read,
hear from friends, or store personnel?
forumworkshop
FORUM WORKSHOP
WHAT’S MOST IMPORTANT TO THEM IN
A STORE: PRICE, SELECTION, SERVICE?
Ask specifics about shopping your store as
well. Which departments did they visit? Find
out how they learned of the store. What products
and services interest them? What else
would they like to see you carry? Would they
recommend your store to a friend? Finally, provide
space for suggestions on how you could
improve the store.
Once enough customers respond to
this offer, you’ll have an abundance of
useful insight. It will tell you about the
store as it stands today, and where it
needs to be tomorrow. All this information
will prove invaluable for fine-tuning your
strategy as the business evolves.
continued...
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Want More Info? Circle #01 on page 11 • www.Vendor411.com RETAILERS FORUM MAGAZINE | MARCH 2022 Page 37

FORUM WORKSHOP
forumworkshop
When you know who has children, for instance,
you know who you need to reach with
a special sale. When you know what your customers
read and watch, you’ve a better idea
where to put your advertising dollars. If most
customers indicate they shop Friday nights,
you might want to try some Friday night specials.
Finally, the suggestions submitted on the
forms may point you toward something or
some opportunity you overlooked while setting
up the business.
The information compiled in such a consumer
survey can be of interest to others with products
to sell and services to promote. Depending
on your market area and store
specialty, you could eventually create
a customer database of thousands
of names. The more names,
the more valuable the list to you and others.
Start compiling information on your customers
from the day you open your doors.
Later you may decide to sell or trade your list
to others, like a major supplier. If you even consider
such a practice, you should request permission
from customers before sharing the
information about them with a third party.
Your loyal customer may suddenly rethink her
relationship with your store if she learns you
supplied her name and number to the telemarketer
who just interrupted dinner. Many resent
the practice of passing along information given
with implied trust.
As much as you learn about your
customers from the database, that
information can also help you identify
other people you want to reach.
continued...
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 39

FORUM WORKSHOP
forumworkshop
When you want to expand your market beyond
the immediate area, you may want to purchase
a mailing list or database. If, for instance, your
customer database reveals the typical shopper
in your store hails from a 2-income household
with children under 12, and the family enjoys
boating, camping, and outdoor activities, you
could buy a list of the names and addresses of
just families by whatever geographic breakdown
suits your strategy. Sources for these lists
can be found under the “direct marketing” and
“mailing list” headings
of the Yellow Pages in
larger cities, or in the
national toll-free 800 directory
. If you don’t
have a copy, check with
your local library.
Page 40 MARCH 2022 | RETAILERS FORUM MAGAZINE
The problem with using a purchased list, as
well as selling or trading your own database, is
that the practice may backfire. Many consumers
already feel so inundated and resentful
of all their junk mail, and the unwanted calls
from telemarketers, that they’ve learned to
loathe the messengers.
REMEMBER YOUR CUSTOMERS
ARE ALL INDIVIDUALS
Your customer database paints a broad-brush
picture of your audience. Be careful not to
spend so much time gazing at that forest, you
fail to see the trees. Although you can draw
general conclusions about your clientele from
a database, remember it’s a compilation of individual
shoppers.
continued...
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 41

forumworkshop
FORUM WORKSHOP
All strategic ambitions aside, retail success is
earned or lost, in the store or over the phone,
one shopper at a time, through one-on-one contact.
Regardless of what conclusions you draw
from the profile of your audience, what matters
most is what each individual customer concludes
about your store. That’s a product of his
or her shopping experience with your retail
business. It’s in your best interest to make it as
pleasurable an endeavor as possible.
When you use alternate means of
sales – mail, fax, phone orders –
the person who takes or receives
the order must follow through on any request
made by the customer. A friendly voice on the
phone is a necessity, but it won’t compensate
for being put on terminal hold. People use
these alternate means of purchase because they
offer a quick solution for buying. Disappoint
them, and the store loses the customers.
The perceptions of in-store shoppers begin to
be shaped as soon as they enter the store.
Everyone on staff should be well trained in
welcoming shoppers and making them feel
comfortable. All that’s required is good manners.
Anyone who enters should be acknowledged
with a smile, a friendly nod, or a simple
greeting. Always ask if the customer needs
help. If he does, oblige as best you can. If you’re
serving another customer, direct him to his area
of interest, summon someone else to help him,
or promise to be with him shortly.
When the customer refuses the offer
of help, or explains she’s “just looking,”
back off and let her proceed on her own.
continued...
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Page 42 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 43

PLATFORM
forumworkshop
FORUM WORKSHOP
Some people detest the assistance of an eager
salesperson. Stalking that shopper through the
store, ever ready to leap to her assistance, is a
mistake. That smothers her, and makes her
eager to escape even if she entered intending to
make a purchase. It’s also the kind of experience
that may make her hesitate to return.
When she needs help, she’ll request it. Just
make sure there’s always someone on hand to
provide it. And that employee is eager to
please.
LEARN HOW TO
QUALIFY BUYERS
One of the secrets to successful selling is qualifying
the customer – determining what he or
she wants, and can afford. It removes a lot of
the guesswork from the sales process, to the
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and which products to show that customer.
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the customer as soon as you converse with her.
Ask the customer what product
she’s looking for; if she has a particular
model, size, or style in mind;
who’ll be using the product; how it
will be used; and if she already has
an idea of what she wants to spend. With the
answers, you or your salesperson will be able
to direct the shopper to the appropriate products.
Good customer relations ensure the customer
ends up with what’s right for her,
nothing more and nothing less. continued...
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Page 44 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 45

FORUM WORKSHOP
forumworkshop
To sell that, you must first define the customer’s
need through the qualifying process.
Once you do qualify the customer, never show
her a particular model, stressing this is exactly
what she needs – even if it is. Selection is an important
part of the purchasing process. People
want to decide for themselves how to spend
their money. That decision may be based entirely
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blame for the mistake.
Good verbal communications skills are especially
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need to understand what people mean when
they describe their wants, and be able to convey
the benefits of a variety of products to
them. Your attitude, as well as articulation,
count. Many shoppers back off as soon as they
sense pressure from a salesperson to buy a particular
item.
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As soon as people detect anything
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Page 46 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 47

FORUM WORKSHOP
forumworkshop
They’re in the store to fill a need; they don’t
want to complicate the process with worries as
to whether the salesperson is there to assist
them or just to get at their wallet.
SETTING CUSTOMER POLICY
The significance customers assign to honest
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is as important as your store’s employee policy,
and for many of the same reasons. Your customer
policy helps define what you want your
store to be, with implications for both your
marketing and business plans.
Customer policy tells customers what to expect
in their dealings with your store. It also provides
a frame of reference for the appropriate
Page 48 MARCH 2022 | RETAILERS FORUM MAGAZINE
behavior and practices by store personnel. Customer
policy impacts a wide area of business.
Some of it should be defined in writing and
provided to customers, and some should be a
matter of understanding between staff and
owner.
Everyone who works for you should thoroughly
understand how you want your customers
treated. Here, as the store owner, you
lead by example. Demonstrate what’s appropriate
behavior by your interactions with shoppers.
If your staff can’t take the hint, try
role-playing at your staff meetings
until they get it right.
Everyone should be friendly
when dealing with customers,
whether in person or over the
☎phone.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 49

FORUM WORKSHOP
forumworkshop
Your showroom staff may view their job as
selling, but shoppers prefer the low-key assistance
of informed consultants. When the customers
approach with a question, respond
immediately or refer them to someone more
knowledgeable. No sale is complete until a satisfied
customer leaves the store. Followthrough
means accompanying that buyer to the
cash register and making sure he leaves with
everything required to enjoy his purchase. Ever
get home with a new radio, only to find the batteries
weren’t included? Then you know the
sense of frustration you want your customers
to avoid.
Customer policy also entails those things you
do that promote store identity in the minds of
shoppers. Advertising in every Thursday’s
paper gets your message out. It’s part of your
Page 50 MARCH 2022 | RETAILERS FORUM MAGAZINE
media strategy but also tells shoppers that’s
where they need to look to find out what’s on
sale at the store. The merit of such set policies,
which benefit both store and shoppers, carries
over to the showroom as well. All stores should
maintain designated areas for discounted
items, closeouts, featured products of the
month, and new arrivals. Regular shoppers
will learn to check these areas as soon as they
enter the store. Sometimes they’ll visit the store
only for that reason.
Put It In Writing & Up On The Wall
There are other matters of customer
relations in which your interests are
best served by a written statement,
posted and easily visible to all cus-
➧❣tomers.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 51

FORUM WORKSHOP
forumworkshop
Some signs should greet customers right at
the door, so there can be no mistake about
your policy. “Break it and you buy it” is one
warning many retailers who sell fragile merchandise
use as a friendly reminder for customers
to be careful handling the products.
When theft is a concern, a sign inside the entrance
should inform shoppers how you intend
to deal with it. A little humor doesn’t hurt in
such a sensitive area. For instance, there’s one
popular sign that, rather than saying, “All
Shoplifters Will Be Prosecuted,” says “All
Shoplifters Will Be Eaten.” Just the sign is
enough to deter some potential
thieves. Some retailers minimize
the temptation by having
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at the front, upon entering.
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relations. You want to watch your customers,
yet you don’t want them to realize
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intends to lift merchandise or is doing so,
follow him through the store. Don’t accuse anyone
until he’s exited the store: Until someone
leaves the premises with concealed merchandise,
he can claim he intended to pay for it. It’s
your responsibility to instruct employees how
to deal with shoplifters. Failure to do so raises
the possibility you could one day find yourself
on the wrong end of a lawsuit.
Certain store policies need to be posted
right near the cash register, where they
won’t escape notice by your shoppers.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 53

FORUM WORKSHOP
forumworkshop
If you won’t accept out-of-town checks, payroll
checks, or third-party checks, put it in writing
for all to see. A statement of store policy on hot
checks helps protect your interests and avoids
headaches. Post the fee you’ll impose for any
checks returned for insufficient funds and it’ll
dissuade some from buying beyond their
means.
A statement of store policy on refunds, returns,
and exchanges should also be where all
can see it. The sign should state what proof you
require, as well as a time limit
☹
for your return policy. Some retailers
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to accept the delivery. Believe it or not,
there are a few people who’ll claim they never
received something that was delivered, and refuse
to pay for it. Your only proof is a signed receipt.
HANDLING RETURNS
You’ll find the majority of your customers to
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than a fair deal. Then there are those few who
won’t be satisfied until they feel they’ve pulled
one over on you. Usually they show up at the
service desk, with a complaint or request for a
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 55

forumworkshop
FORUM WORKSHOP
For the independent store owner, handling returns
can prove a perplexing problem, as consumer
expectations are often an outgrowth of
their experience with mass merchandisers.
Many of these merchants pursue a “no questions
asked” policy on refunds and exchanges.
They’re able to do it because they know they
can send the merchandise back to the source for
full credit. They get that blanket support from
suppliers eager to stay in their good graces so
they can continue selling them large amounts
of products.
The harsh reality is that you probably won’t be
able to provide that same service to your customers.
Usually you won’t be able to get that
same cooperation from the supplier. Your return
policy should reflect the support available
to you from your suppliers – no more and no
Page 56 MARCH 2022 | RETAILERS FORUM MAGAZINE
less. Anything more can end up costing you
money. That forces you to thoroughly evaluate
the warranty and service support a manufacturer
puts behind its products, before setting
your own policy.
WHEN THE SHOPPER IS STANDING IN
YOUR STORE WITH A DEFECTIVE
PRODUCT, IT’S YOUR PROBLEM.
☛If you aren’t entitled to a liberal
instant exchange policy,
you need to develop an
arrangement that’s fair to the
store and its customers. If
you sell any sort of equipment,
it’s good to set up a “loaner” program
while a product is in for repair. That way the
customer never need be without a product, and
won’t fault the store for the wait.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 57

FORUM WORKSHOP
forumworkshop
With other items you need to use
your judgment about when it’s
appropriate to accept the return
and make an exchange or refund.
A shirt or dress that’s obviously
worn is one you won’t be able to sell. Unless
it’s falling apart after 1 or 2 wears, it’s no fault
of yours the customer decided, long after the
purchase, it wasn’t the right style. Shoddy merchandise
is something the store owner must assume
responsibility for, but refuse to exchange
merchandise damaged through obvious abuse
or neglect by the customer.
Occasionally you’ll face customers who want
to bully you into submission with questionable
returns or exchange. They show up at the
busiest time of day, loudly announce how dissatisfied
they are, and demand to speak with
Page 58 MARCH 2022 | RETAILERS FORUM MAGAZINE
the manager. Oblige, and usher them to the quietest
corner of the store for consultation. Try to
reason with them. If you know you’ll be taking
a loss by accepting the item, explain that you’re
not authorized to do so. Tell them to speak with
your sales rep, or let them know when you expect
the next sales call. If they persist, and you
sense the commotion is hurting business, consider
which is the lesser of the evils. If necessary,
make the refund just to be rid of them.
Better that small loss than the noisy disruption
of a promising business day.
In your career as the store owner, you’ll find
plenty of opportunity to deal with all types of
people. You’ll sell to your ideal customer, as
well as people who do not yet figure in your
market profile. Some customers, you’ll learn to
like, others to tolerate.
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FORUM WORKSHOP
forumworkshop
To all of them, you’re a service provider, the reliable
source for a set group of products. Good
customer relations requires nothing more than
it takes to be a good neighbor. Treat people with
respect, recognize their individuality,
provide a quality
product backed by service,
and let them know you appreciate
their business.
They’ll thank you for it with
their continued support.
THE PROMOTIONAL PUSH
After you’ve completed your planning,
hiring, training, purchasing, and setting up,
an even greater challenge awaits you:
THE PROMOTIONAL PUSH.
The push is actually a 3-pronged marketing
program entailing advertising, promotion,
and public relations. For the moment, think of
the 3 as separate but equally important facets
of a cohesive whole. Your efforts in each of the
areas impact the effectiveness of the others.
They also set the pace and parameters of your
success.
The promotional push will make or break your
store. It’s critical to your future as a specialty
retailer that you understand the dynamics of an
effective marketing program, and how to take
full advantage of the advertising and promotional
vehicles available to you. This section
outlines those options so you can effectively
plan your promotions for opening day and beyond.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 61

FORUM WORKSHOP
forumworkshop
First we’ll review the important role a marketing
program plays in specialty retailing. Then
the discussion turns to promotions, advertising,
and public relations, the 3 components of
an effective campaign. Next, the options available
to you in each of these areas are discussed
in detail, with suggestions for utilizing each as
you develop your own promotional strategy.
Letting the world know who, what, and
where you are, and why you’re in business,
delivers that final ingredient that sparks your
careful planning and good intentions to life. If
you don’t tell people about your store, no one
else will. A marketing program is what generates
interest and excitement about your store.
By defining and describing the store for the
buying public, you’ll give it a reason to visit
and buy. Some people will come out of curios-
ity, intrigues by your marketing.
Some will come of
necessity because they
know, courtesy of your
marketing efforts, they can
fulfill a need at your store.
Without a well-conceived marketing strategy,
you could sit idle, waiting for the occasional
shopper to stumble through the doors. You’ll
welcome such business for sure, but the trade
you need, the shoppers who’ll support your retail
career, turn to your store for a purpose.
Some customers will initially wander in off the
streets, curious to check out the new store on
the block. However, your store’s success depends
on how effective you are in convincing
the the people you’ve already identified as
your target customers to visit the shop, and to
keep them coming back.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 63

FORUM WORKSHOP
forumworkshop
You provide them that reason through the various
activities of your promotional push. As
you build your store’s reputation, reaching this
group should be the main goal of your marketing
strategy is akin to a shot in the dark. You
may hit a mark just by being there, but the odds
are you will miss your target. Your target audience,
the shoppers you plan to serve with your
retail venture, are a select group with the
spending power and interest to guarantee a
success with what you’re selling.
An effective promotional campaign makes
these people want to get up and buy from
you. When your message reaches them, they
should recognize why they need your store and
come running. First they must receive your
message. There’s no best way to get it to them.
An effective marketing program encompasses
everything you can use to get your store’s name
before the buying public. Visibility and awareness
go hand in hand with retail prosperity.
Without the former, you won’t reach the latter.
The problem and challenge facing you is that
every business person realizes the importance
of an aggressive marketing program. There are
millions of messages out
there, all vying for John &
Jane Shopper’s limited attention.
The marketing challenge
you’ve assumed with your
retail venture is to come up
with a message that cuts through this advertising
fog, reaching the people you consider your
preferred clients. That means in today’s market,
the promotional push must reach both wide
and near.
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Page 64 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 65

FORUM WORKSHOP
forumworkshop
If you’re to be successful, you must use whatever
means are freely available to tell the world
about the store, and then spend to generate
buying interest out of that awareness from the
select few.
The alternative is ... Well, there is no alternative.
To fail at marketing is to fail at retail.
It’s that simple and that final. What if you
open the store and nobody shows up? Ignore
your promotional push, and you’ll find out.
Your entire retail venture depends on how well
you meet this marketing challenge. Your campaign,
or strategy, warrants as much of your
time and attention as everything else about
your business, including the business plan.
There’s a basic difference to the function of the
business plan and the marketing strategy,
though. The business plan is about successive
goals, a conceptual road map of where you
want to take your business. When you reach
one goal, you set your sights on the next. Your
marketing strategy is all about the process of
getting there. It’s the itinerary of what you
must do to move from business goal to goal. If
the plan is a map, then your marketing strategy
guides you to where to fuel up. Miss enough of
those stops and you ain’t going nowhere.
You wouldn’t trust a travel
itinerary to memory; if you
did, you’d probably miss a
stop. That’s why it’s important
to develop your marketing strategy into a
written document. Committing your plans to
paper will help you organize the varied activities
the effort requires.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 67

forumworkshop
FORUM WORKSHOP
Later you can measure your successes and
misses against these plans, and revise your
strategy accordingly.
THE 3 ELEMENTS OF MARKETING
Before you begin writing your
marketing plan, thoroughly
consider the 3 aspects of your
promotional push – advertising,
promotion, and public relations
– their functions, and
their implications.
❸
ADVERTISING IS WHERE YOU’LL
SPEND MOST OF YOUR MONEY
Advertising poses the toughest challenge in the
marketing strategy. It’s the one component that
requires you to spend significant amounts of
money, with no guarantee of a return. And for
any advertising campaign to be effective, it
must appear frequently and consistently to ensure
your message will reach your audience.
There’s no such thing as free publicity or create
promotions at no real cost. But advertising is
going to cost you every time you use it. The
problem is that you won’t know what you’re
getting until the money is spent. There’s an old
adage that only half of all advertising is effective,
but that no one knows which half it is.
After you’ve been in business a while, you’ll
know which advertising media work for you,
and which don’t. Getting there and gaining that
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 69

FORUM WORKSHOP
forumworkshop
PROMOTION MEANS
DEVELOPING TRAFFIC
Promotion, on the other hand, won’t cost you
nearly as much as advertising. It has more to
do with developing a reputation for you and
your business, and creating excitement around
the store. The bottom line is still generating
sales, but with promotion you can be a little
freer in what you do. Effectively handled, promotion
spotlights the store and what you’re
selling by giving people a reason to come to the
store, and reason to buy once there. With advertising
you deliver a message to the consumer
through the medium of choice.
Promotion fills that message with activity and
excitement that help create the awareness that
makes people want to visit the store.
PUBLIC RELATIONS CREATES
FAVORABLE IMPRESSIONS
Public relations, the 3rd component of
the marketing troika, keeps your store
name before the public in a positive
way. It’s advertising you don’t pay for, and free
publicity for your promotions. You should use
public relations as an indirect form of advertising
and promotion to create favorable perceptions
of you and your store. By intent, public
relations should reach a much wider audience
than advertising and promotions. Good PR will
have a residual effect on business, so you won’t
be able to gauge its impact within a week or a
month. When people think well of you as an individual,
they’ll admire what you’re doing in
your business.
continued...
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 71

FORUM WORKSHOP
forumworkshop
That good will benefit the store. When the public
knows you as an active, caring member of
the community, some will go out of their way
to support the store.
them to buy from you. Finally, you’ll reinforce
the awareness you create with these tools with
advertising to reach the people you’ve already
identified as your core customers.
PUTTING THE 3 ELEMENTS
TOGETHER
We’ll get into specifics of using
these components of a marketing
program shortly. For now, start
thinking in terms of how you
want to present your business to
the buying public. Consider what you need to
accomplish in these areas. No matter what you
sell, you want to tap every public relations avenue
available to you to create awareness of the
store. Approach promotions as a way to provide
shoppers with an incentive that compels
In an effective marketing program these 3 components
reinforce and contribute to the effectiveness
of one another. The savvy retailers uses
PR to get the name out there, devises an instore
promotional event or some other activity
as a motivator, and then invests in advertising
to tell the right customer why he should shop at
the store. The mechanics of an effective marketing
program are far more complex, but all entail
awareness, activity, and motivation.
AWARENESS IS THE BUILDING BLOCK
OF THE ENTIRE EFFORT.
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RETAILERS FORUM MAGAZINE

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QUALITY RETAILERS • TRUST FORUM MAGAZINE • SERVICE
| MARCH 2022 Page 73

FORUM WORKSHOP
forumworkshop
Shoppers must know where you are and what
you sell before they can even consider visiting
the store. You generate awareness with everything
you do related to the store, from hanging
a sign to making an appearance on the local
talk show to discuss the new season’s merchandise.
Building awareness requires that you
keep your name before the public through
every means available, from printing your logo
on shopping bags to donating prizes in the
store name to the local charity drive.
The promotional activity is more directly related
to the business of selling. Your responsibilities,
as business promoter, require that you
conceive of and create ways to interest the buying
public in the store and what it sells. That
encompasses everything from how you display
merchandise in your showroom to participating
in off-site business opportunities like trade
shows for consumers. Sales events, in-store
demonstrations, giveaways, contests, and previews
all give shoppers a reason to visit your
store.
Unless the shopper is made aware of what
you’re doing, though, these will all prove fruitless
efforts. You motivate through your public
relations and advertising efforts. PR helps tell
people, “I’m here, this is what I sell, come check
it out.” Advertising carries a specific message
developed to stimulate sales. That message can
be general – “Just arrived, a limited selection of
the newest styles” – or specific – “Tomorrow
only, 10% off everything in the store.”
The message may also be carried
to only a select group of buyers
through direct mail.
continued...
Page 74 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 75

FORUM WORKSHOP
forumworkshop
However and to whomever it is
communicated, you want that message
to inspire purchase activity.
HOW MUCH DO YOU
NEED TO SPEND?
On average, established retailers spend less
than 5% of their annual operating budget for
marketing activities. Most of that amounts to
an investment in some form of advertising, followed
by promotions, and finally public relations.
Since you’re just starting up operations,
you should plan to
spend much more, at
least twice what the established
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in marketing activities.
All successful promotional activities contribute
an ongoing benefit to business. The longer
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As the store develops a reputation as a source
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can concentrate your promotional push on motivating
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As the owner of a start-up, however, you’ve
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marketing challenge is making people aware
you’re there and explaining what you offer.
This requires a combination of all 3 elements.
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Page 76 MARCH 2022 | RETAILERS FORUM MAGAZINE

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FORUM WORKSHOP
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Essentially you must use these tools to jumpstart
the business. A week before opening, your
store shows promise; after opening day, it must
deliver sales. You want your marketing activity
to allow you to hit the ground running, so
you’re seeing sales from day one. Therefore,
during this make-or-break first year, plan to
spend more for marketing activities, proportionate
to your other expenditures, than at any
other time in your business.
If you followed the advice on developing your
business plan we outlined, you already have a
good idea of what you can spend. If not, you
need to come up with, and commit to, a firstyear
marketing budget. Be liberal: As the year
unfolds, you may see the need to spend more.
Don’t even think about spending less. When
the economy gets soft and sales activity slows,
advertising is one of the first areas many retailers
look to, to reduce costs. For the start-up retail
entrepreneur, that would be folly. The initial
and most important challenge for you, as
owner, is to make people aware of the store in
a way that motivates them to buy. Everything
else about your business depends on it.
Developing Your Marketing Program
✔Your marketing program will
evolve over time as you measure
the effectiveness of the different
options available to you.
This is one of those learning endeavors
in retailing that represents an expensive
but very necessary education for you.
There are no set solutions.
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Page 78 MARCH 2022 | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 79

Start Your Own
Surplus & Liquidation Business
Professional liquidator reveals how to find, buy, sell and broker surplus
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Everything you need to know and succeed in this
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• Surplus Business Equipment
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This is a practical hands-on training guide to starting your business with little or no money. Today there are
more opportunities than ever to succeed in this industry when you have the right resources. Nothing is held
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Mail or Fax Your Order to:
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 81

BUY ALL YOUR
MERCHANDISE
FOR 1/2
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HOW THEY DO THIS HAS BEEN A CLOSED SECRET FOR YEARS. NOW, FOR THE FIRST TIME,
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CLOSEOUT COURSE & SOURCEBOOK shows you exactly how and where to make big profits in buying closeout
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Page 82 MARCH 2022 | RETAILERS FORUM MAGAZINE

The Complete Guide to Making Money at Auctions!
AUCTION
SOURCES
REVEALED!
The Auction Buyers Directory
providing Names, Addresses, Phone numbers and ALL the Information You Need
to locate Auctions throughout all 50 states
Government agencies continually seize billions of dollars of illegal merchandise. Due to this enormous
backup of inventory, government and private auctions liquidate billions of dollars in property, luxury
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are held is the key. Auction Buyers Directory gives you the key to these auctions!
➫ Vehicle Auctions
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➫ IRS Auctions
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➫ County Sheriff Auctions
➫ SBA Auctions
➫ FDIC Auctions
➫ Urban Housing Auctions
➫ Land Management Auctions
➫ Private Auctions
This comprehensive directory offers tips and tools of the trade designed to make your auction buying profi table. Whether you’re buying
for your own use or for resale, this directory offers guides to make your bidding successful. This directory gives you all the information and
sources you will need. Once you have the sources you can use them over and over, and there are never any additional charges.
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 83

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Page 84 MARCH 2022 | RETAILERS FORUM MAGAZINE

WE HAVE BUYERS!
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RETAILERS FORUM MAGAZINE | MARCH 2022 Page 85

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FORUM MAGAZINE | MARCH 2022 Page 87

This MonTh’s
Book Specials
New Titles Just Arrived in our Warehouse ~ Limited Quantities
Streetwise Business Series
SMALL BUSINESS
SUCCESS KIT
Book & CD gives
insider secrets and
strategies to start a
successful business.
includes forms,
legal advice and
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order no. 1-58062-
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BUSINESS
MANAGEMENT
Lay your foundation,
build your team and
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order no. 1-58062-
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BUSINESS
VALUATION
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order no. 1-58062-
952-0 $19.95
Internet
11 LAWS OF INTERNET
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order no. 0-06-019621-1
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makes it easy and fun to
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order no. 0-7897-2298-4
$18.95
FRANCHISE BIBLE
how to Buy one, or Franchise Your own business. over
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order no. 1-55571-367-X $24.95
SOLVE ALL YOUR MONEY PROBLEMS FOREVER
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order no. 0-399-52378-2 $14.95
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order no. 0-940398-19-2 $11.00
THE COPYRIGHT GUIDE
A friendly guide to
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order no. 1-880559-43-9
$18.95
Closeout of the Month
SMALL BUSINESS LEGAL KIT AND DISK
over 400 pages of practical legal info, forms and agreements
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order no. 1-55850-701-9 $10.00
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Page 88
Page 88 MARCH 2022 | RETAILERS FORUM MAGAZINE

Trade
MaGaZINeS
Trade Magazines
Swap Meet
This exciting monthly magazine
connects flea market vendors with
wholesalers across the United
States who specialize in supplying
merchandise and services to
flea marketers and swap meeters.
It provides excellent resources for
merchandise and each issue contains
a bonus Directory of Flea
Markets throughout the United
States, listed by state order and
includes full addresses, days of operation,
and details of each market.
Order No. SM-S ...Swap Sample ...$10.00
FREE 1 YEAR SUBSCRIPTION AVAILABLE AT
www.WholesaleSources.com
ADVERTISING SPACE AVAILABLE
Closeout News/
Wholesale
Merchandise
ADVERTISING SPACE AVAILABLE
The Leading
Monthly Source
for Closeouts
and Surplus
Merchandise!
A long-time leader in the
closeout industry, this
monthly newspaper brings
you the BEST closeouts
and overruns on the market.
By using this powerful
buying tool, every month,
you will gain access to hundreds of new suppliers
who offer the finest selection of closeout (below wholesale) merchandise
available anywhere!
Find Apparel, HBA and Cosmetics, Electronics, Home and
Houseware, Fragrances, Jewelry, Sporting Goods, Tools, Toys,
Videos and DVDs, and more. For larger discounts, many dealers
sell pallet truckloads that will make you even more profits.
Order No. CNS - Closeout News - 2 Years (24 Issues)...$60.00
Retailers Forum
SoloMayoreo
“I Can Get
It For You
Wholesale”
Written in Spanish,
this big monthly
newspaper is the
best thing to happen
to Hispanic retailers!
Sources abound for
variety merchandise of all
kinds to fill store shelves
and flea market booths.
No. SOLO-S ...(Sample Copy) ...$7.50
No. SOLO-SUB..(12 Issues) ...$60.00
ADVERTISING SPACE AVAILABLE
Retailers Forum was established
out of the need for product
sources among small retail
merchandisers. Each month,
Forum’s advertising pages feature
merchandise offerings
from the country’s !eading
wholesalers, manufacturers,
and jobbers.
Don’t confuse this
magazine with some
of the “opportunitytype”
publications offering
products that are outdated
and way over-priced.
These are real rock-bottom
wholesalers offering prices like
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Buy where the retailing giants buy! The advertisers are professionals in
their fields, offering you variety, service, monthly specials, closeout specials,
and the lowest prices available. Best of all, they will ship UPS no
matter where in the United States your business is located. Minimum
orders are as low as $50.00 with many wholesalers. Many advertisers
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Order No. RF-S - Sample Copy ...$10.00
FREE 1 YEAR SUBSCRIPTION AVAILABLE AT
www.WholesaleSources.com
ADVERTISING SPACE AVAILABLE
Monthly
Newspaper
for Hispanic
Retailers
www.bizbooks.org
Page 89 89
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 89

USA Closeout Directory
Now, more than ever, it is essential for the success of your merchandising business to buy
goods at the lowest prices possible. Our best-selling
USA Closeout Directo-ry shows you how and most
importantly, WHERE. Hundreds of closeout dealers
specializing in selling goods often priced as
low as 10¢ on the dollar are listed. Re-tailers, flea
marketers, home party plan sellers ...anyone who
sells merchandise needs this directory! Clothing
• Elec tronics • Jewelry • Toys • Watches • More!
Order No. 4 -
Closeout Directory - $29.95
Dollar Store
Merchandise Guide
The most complete directory of
wholesalers and manufacturers
in the USA specializing in dollar
store merchandise. Hundreds
of companies are listed with
complete contact information,
including the type of products
they sell. If you have a dollar
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one, this new directory is a must!
Order No. DSM • Dollar Store
$29.95
Toy Importers & Wholesalers
This is the definitive guide for
finding toy suppliers. Features
over 156 pages of listings of both
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Included are names, addresses,
phone and fax numbers as well as
company websites and e-mail
addresses and descriptions of
lines carried.
Order No. TOY
$29.95
Directory of Smoke Shops
Our EXCEL Directory contains over 7,000 Smoke
Shops/Head Shops in the U.S. It includes key buyer’s
names, personal e-mails and phone numbers. This
directory is emailed to you in Excel format
and is updated regularly.
DIRECTORY INCLUDES:
• 7,000 Smoke Shops/Head Shops
• Phone Numbers
• Over 60% Have Personal E-Mails
• U.S and Canada
• Company Addresses
Order No. SSDB (Excel)
$399.00
Independent Sales Rep. Directory
The Independent Apparel Representatives and Multi-line Showrooms directory includes information on over 1,000 independent
sale agents and multi-line across the USA. These agents and showrooms are critical to merchandisers and manufacturers looking to
connect with retailers to introduce their lines into the retail space. Includes valuable information such as market focus, price points,
territories served, number of locations, rep type, and specific brands canied. In addition each record includes address, phone number,
key contacts, website address, and e-mail address. Arranged geographically, also includes an alphabetical index, a brand index, and a
rep/contact index. Available in printed book format or Excel.
Order No. SGREP-B Printed Book $359.00
Order No. SGREP-E Excel emailed to you $499.00
1-800-635-7654
Page 90
Page 90 MARCH 2022 | RETAILERS FORUM MAGAZINE
Business Directories

Imagine
a book
putting
1000’s of
wholesalers
at your
fingertips!
This is the
most accurate
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goods • Gifts • Housewares • Leather • Jewelry • Novelties • Sunglasses
• Watches • Toys and more!
No. W1 Wholesale Sources $29.95
Auction Directory
Wholesale Sources
Jam-packed
with 1000’s
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sources across
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This is THE definitive guide to auctions!
It not only tells you WHERE
all the auctions are (all 50 states) but
also HOW to participate in the auction
process. Cash in on all government
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and phone numbers! And, unlike other
auction websites or programs that require
you to purchase updates or subscribe
to monthly or weekly pay-per-listing services, once you have
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can use minutes after you receive it. Change your life today. Buy a
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Order No. AUC- Auction Directory - $39.95
How to Find,
Sell and Broker
Surplus and
Liquidated
Goods
Hidden Wealth
With this authoritive Directory, you will
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goods dirt cheap ...even free! Written by a
retired liquidator, the author shares his well
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Learn why those in the business have kept it confidential. You can now
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Order No. 1-88422-24-2 Hidden Wealth $39.95
Jewelry Wholesalers
& Manufacturers
This exquisite directory will bring the
world’s finest jewelers directly to you! Featuring
fine jewelry of all types including:
• Beads • Diamonds • Gemstones • Gold
• Silver • Much More! The suppliers list
their names, addresses, websites and specialties.
All feature high-end quality jewelry that is
sold wholesale for resale. You would have to travel the world over to
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you are in the jewelry business and looking for new, high quality suppliers,
you must order this directory!
Order No. FJ $29.95
Business Directories
Hobby & Craft
Suppliers Guide
The crafts industry is one of the hottest-growing
segments in the marketplace
today. Scrap-booking, painting,
needle-crafts and sewing are hobbies
that are sweeping the nation. We have
compiled the ultimate directory of
wholesale suppliers furnishing materials
for this huge industry.
• Art Materials • Baskets • Beads/
Trim • Ceramics • Dolls • Fabrics •
Floral • Holiday • Paint • More!
Order No. AC $29.95
Holiday Merchandise
Wholesalers
& Manufacturers
Introducing our newest directory that puts
the country’s largest suppliers of holiday
merchandise at your fingertips. Seasonal
merchandise is a mainstay of the industry,
but up until now it was hard to locate the
thousands of suppliers scattered across the country. We have ended
your searching with one directory which includes all types of wholesale
merchandise: • Bows • Candles • Cards • Costumes • More
Order No. HM $29.95
www.bizbooks.org
Page 91
RETAILERS FORUM MAGAZINE | MARCH 2022 Page 91

Wholesale Gift Guide
A Great resource to locate higher end
decorative merchandise. This gigantic
400 page guide is the definitive resource
guide to finding suppliers for gift products.
Listed by category, over 4,000
leading wholesalers and manufacturers
servicing the gift industry are included.
• Accessories
• Collectibles
• Floral
• Gifts
• Home/House
You’ll refer to this on a daily basis to
find new suppliers for products.
Order No. GG Gift Guide $39.95
Annual Guide to the
Licensing World
Here is an incredible Directory that
guides you through the world of Licensed
prod-uct merchandising. Need to know
who owns a license? Who to contact to
distrib-ute a licensed product? This book
has all the answers and covers the entire
world! Licensors: Listing of companies
that are the agents and license holders.
These are the sources that you would
apply to if you wish to obtain a license to
manufacture
merchandise. Licensees listed here you will find the companies who
distribute licensed merchandise. Full listings include categories of
merchandise each company handles. Contact these companies to buy
the licensed merchandise that they have manufactured. The licensed
merchandising industry moves billions of dollars of products every
year and is one of the fastest growing segments of retailing.
Order No. 321 $249.00
USA Mail Order Catalogs
New for this year is a compilation of BOTH
consumer mail order catalogs in addition to
business-to-business catalogs in one huge
volume! Part one of this incredible collection
of mail order catalogs provides the
most comprehensive look at the consumer
catalog in the industry available anywhere.
Over 7,000 consumer catalog companies
are listed under 44 various product chapters
from Animals to Toys and Games.
Catalog size, number of catalogs mailed,
sales volume and key executive names are provided for ease in marketing
your products to these catalogs.
The second part of this directory provides details on suppliers
of everything from computers to laboratory supplies; office products
to office design; marketing resources to safety equipment. Just about
every kind of product or service that a business needs to operate is
covered.
Order No. 159237-156-6 1,900 pages $450.00
BUCKS FOR BLING
Sourcing For Jewelry
Makers Directory
Up-to-date and easy-to-use directory
solving your jewelry materials sourcing,
production and contracting needs.
If you are considering your own line
of jewelry items this is a must-have
in locating materials and factories to
produce it.
Accessories
Sourcing Directory
The comprehensive directory provides
you with direct sources for the designing
and manufacturing of bags, belts,
hats, shoes, gloves. You will find the top
companies to help you produce your merchandise
directly at their factories.
Order No. 121 $150.00
Order No. 122 $100.00
1-800-635-7654 Page 92
Business Directories

APPAREL
BUSINESS DIRECTORIES
Fabrics, Services, Trims
This up-to-date directory solves your
production sourcing and contracting
needs in the Americas. The sourcebook
includes: sewing, cut-n-sew, and finishing
contractors and apparel production
services from within the U.S., Canada
and South and Central America. All
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and by U.S. state or by country.
This directory will help you put your
own designs into production.
Order No. 0971486743 $125.00
A complete and updated guide listing
over 2,600 nationwide suppliers of all
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Listings include sales manager’s
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with MATERIALS and sources to
make your own goods.
Order No. 0971486735 $135.00
Apparel Contractors (USA Edition)
1-800-635-7654 Page 93
Directory of Brand Name Apparel
Manufacturers
Updated and easy-to-use directory
listing brand-name label manufacturers
and importers in the women’s,
men’s, children’s and accessory markets.
Developed and targeted for store
and catalog buyers to shop the apparel
and accessory markets easily, there are
over 2,800 brand name labels listed,
broken down by types of apparel classifications.
If you are looking for the
SOURCES for brand name goods,
this directory is for you.
Order No. 0971486751 $135.00
RN & WPL Encyclopedia
A comprehensive listing of every Registered
Number and Wool Product Label
ever issued by the Federal Trade Commission
to identify all sorts of goods imported,
manufactured and/ or sold in the U.S. Over
126,500 records including contact information
for more than 31,500 manufacturers,
importers and wholesalers of apparel
and textile goods. Listings include where
available: RN or WPL number, contact
names & titles, street addresses, phone &
fax numbers, website & e-mail addresses,
type of business and product information.
Order No. RN8. Directory $285
Order No. RN8C Directory/CD Combo $475
The Small Design Company's Guide to
Wholesale Fabrics & Trims
Upj-to-date guide created specifically for the smaller design houses and home sewing
businesses. Directory lists fabric and trim companies that will sell to businesses that
require 0 to 500 yards as a production order. Book lists low-minimum and in-stock
fabric suppliers and all their contact information.
Order No. A-106 $65.00
Apparel Business Directories
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