Retailers Forum Magazine May 2022 EMAG
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Retailers Forum Magazine May 2022 EMAG

Monthly magazine for independent retailers, retail store owners and online stores. Every issue features interesting articles on how to start or expand your business along with news of the retail industry. In every issue we have ads from the country's leading wholesale merchandise sources where you can buy from to stock up your store or order goods to sell online. Visit our full site with 1000's of free articles and specials - all free at www.RetailersForum.com

Monthly magazine for independent retailers, retail store owners and online stores. Every issue features interesting articles on how to start or expand your business along with news of the retail industry. In every issue we have ads from the country's leading wholesale merchandise sources where you can buy from to stock up your store or order goods to sell online. Visit our full site with 1000's of free articles and specials - all free at www.RetailersForum.com

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etailers<br />

VOL. 42 NO. 1<br />

MAY <strong>2022</strong><br />

Serving Wholesalers and <strong>Retailers</strong> Since 1981<br />

Thank You To All Of Our Supporters!<br />

Connecting Wholesalers and <strong>Retailers</strong> Since 1981<br />

Connecting Wholesalers and <strong>Retailers</strong> Since 1981

D8+D10 Disposable<br />

D8+D10 Cartridge<br />

Easy 8 Delta<br />

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Bud here,<br />

check out my<br />

new Delta 8<br />

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pricing available<br />

Call 858-253-4243 for a quote<br />

WARMING UP WITH THE SPRING SEASON!<br />

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• Dimensions:<br />

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• Weight: 85lbs<br />

• Item Count: Up to 270<br />

• Digital Touch Screen<br />

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Page 2 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Want More Info? Circle #06 on page 11 • www.Vendor411.com

LARGEST FOOTWEAR BRANDS IN THE WORLD<br />

OVER 20 YEARS OF SERVICING THE MARKETPLACE<br />

NIKE - ADIDAS - PUMA - CONVERSE - REEBOK - JORDAN - VANS<br />

Check Out These New CLEARANCE Sale Items...<br />

Fenty PUMA by Rihanna<br />

Fenty Avid - $ 30<br />

Limepunch/Puma Black/Limepunch ~ Women<br />

Fenty PUMA by Rihanna<br />

Fenty Avid - $ 30<br />

Puma Black/Limepunch/Puma Black ~ Women<br />

Nike Sportswear<br />

Air Force 1 Mid LV8 - $ 30<br />

Sequoia/Sequoia/Gum Light Brown ~ Kids<br />

Reebok Club C85 AFF<br />

$<br />

30<br />

MET SNAKE - Black/Chalk ~ Unisex<br />

Fila Targa<br />

$<br />

30<br />

White/Fila Navy/Fila Red ~ Unisex<br />

Reebok<br />

Classic Leather Textural - $ 30<br />

Silver Met/Skull ~ Women<br />

Adidas Originals<br />

Phormar I x Craig Green<br />

$<br />

74.75<br />

Puma<br />

Suede VTG<br />

$<br />

26.70<br />

Converse<br />

Chuck 70 Archive Reptile<br />

$<br />

28.50<br />

Puma<br />

Lqd Cell Extrol Helly<br />

$<br />

35.70<br />

Vans<br />

UA OG Classic Slip-On LX x Porter<br />

$<br />

29.70<br />

Reebok<br />

Instapump Fury x Kung Fu Panda<br />

$<br />

60.00<br />

www.SneakerClearance.net<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 3

YOUR FASHION<br />

HEADQUARTERS<br />

Bodycon Dress Women Velour<br />

Short Sleeve Round Neck<br />

$ 4.99<br />

for Men & Women<br />

We specialize in independent online and brick-and-mortar retailers.<br />

Join UIN/Milanoo - Solid and reliable source for newest fashion merchandise.<br />

We Ship Worldwide - No Minimum Order<br />

100’s of Items Under<br />

$ 19 99<br />

Women Bodycon Dress Yellow Straps Neck Lace<br />

Up Irregular Sleeveless Pencil Wrap Dress<br />

$ 11.17<br />

Women Bodycon Dress High Collar<br />

Long Sleeves Black Stretch Short Dress<br />

$ 12.99<br />

Faux Fur Coats For Women Long<br />

Sleeves Casual Stretch Jewel Neck<br />

$ 22.99<br />

Women Hoodie Blue Jewel Neck Long Sleeves<br />

Tie Dye Polyester Hooded Sweatshirt<br />

$ 7.99<br />

Hoodie For Woman Light Gray Long Sleeves<br />

Leopard Print Polyester Hooded<br />

$ 17.99<br />

Men’s T-shirts Jewel Neck<br />

Printed Short Sleeves<br />

$ 10.99<br />

Men’s Trousers Casual Natural<br />

Waist Straight Cargo Pant<br />

$ 18.99<br />

Casual Turndown Collar<br />

Men’s Shirt<br />

$ 13.99<br />

Jacket For Men<br />

Polyester Handsome<br />

$ 18.99<br />

Men Blazer Casual<br />

Color Block Spring Jacket<br />

Turndown Collar Long Sleeve Short Jacket<br />

$ 19.99<br />

www.UinDeals<br />

UinDeals.com<br />

Large Orders? Click on Wholesale Tab<br />

Men’s Sweaters<br />

Men’s Pullover Knitwear<br />

High Collar Winter Deep Apricot<br />

$ 19.99<br />

Page 4 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

This is a Buying Guide for<br />

RETAIL STORE OWNERS<br />

Presented within the pages are the latest offerings from the country’s<br />

leading merchandise wholesalers. The advertisers herein sell strictly<br />

wholesale and require that you purchase with the intent of reselling<br />

through retail channels.<br />

HOW TO USE THIS DIRECTORY<br />

☛ Locate the products that interest you.<br />

See our product directory located on<br />

pages 6 & 7.<br />

☛ Make direct contact with advertiser.<br />

Most will have catalogs and price lists<br />

for you.<br />

☛ Order your merchandise, which will be<br />

shipped directly to your store.<br />

CLICK ON BANNERS<br />

IN SELECT ADS<br />

Want More Info? Circle #09 on page 11 • www.Vendor411.com<br />

TO GET FREE CATALOGS/PRICING<br />

FORUM PUBLISHING COMPANY<br />

383 East Main Street, Centerport, NY 11721<br />

www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

CONTACT US:<br />

TEL: 1-800-635-7654<br />

FAX: 631-754-0630<br />

Email: <strong>Forum</strong>Publishing@gmail.com<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 5

Sell to over 60,000<br />

stores through <strong>Forum</strong><br />

631/754-5000<br />

DRESS UP FOR<br />

PROFITS!<br />

Every Day’s A Treat!<br />

COSTUMES ARE YEAR ‘ROUND MONEY MAKERS!<br />

WHOLESALE<br />

Costume Club<br />

100’S IN STOCK<br />

All Occassions<br />

Fast Same Day Shipping<br />

Flat Rate Delivery<br />

ADVERTISERS INDEX<br />

PLEASE PATRONIZE THE LEADING WHOLESALERS<br />

WHO ADVERTISE IN RETAILERS FORUM MAGAZINE<br />

THE TRUSTED BUYING SOURCE FOR RETAIL STORES!<br />

ADVERTISING<br />

FORUM AD RATES ..........09<br />

RAMSONS IMPORTS ........ 13<br />

SWEET WHOLESALERS ...... 19<br />

TOP TEN WHOLESALE ....... 79<br />

www.USACostumers<br />

See our USACostumers.com<br />

ad on page 20<br />

Light Up Without<br />

Lighting Up!<br />

Full Service Wholesaler • We Ship Worldwide<br />

LOGIC • WHOLESALE<br />

Kits<br />

• E-Liquids<br />

• Disposables<br />

• Atomizers<br />

see our ad on page 53<br />

H2 E-Cig Round<br />

Mouth Atomizer<br />

$1.85<br />

Electronic<br />

Cigarettes<br />

5mL Bottle<br />

E- Liquid E-Juice<br />

for E-Cig $1.30<br />

• E-Cig Batteries<br />

E-Case w/2<br />

Cigarettes + 1 USB<br />

Charger $10.50<br />

Always Be<br />

Fashionable<br />

E-Cig kit Includes 1 cig,<br />

10cartridges, Wall, USB,<br />

Car Chargers $6.50<br />

FASHIONABLE<br />

SALES<br />

See our ad on Pg 71<br />

Round Mouth E-Cig<br />

3.5ml Atomizer Set<br />

w/Coil Heads $3.83<br />

• E-Cig Accessories<br />

BLING IT ON!<br />

HipWholesale.com<br />

SHISHA Zero<br />

Nicotine Disposable<br />

E-Cig $3.45<br />

www.Lightecig.com<br />

We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE<br />

SNEAKY SAVINGS ON SNEAKERS<br />

See Our Ad on Page 03<br />

MAY <strong>2022</strong><br />

APPAREL<br />

1 STOP WHOLESALE ........33<br />

BLANK TEES. ...............52<br />

BOUTIQUE CLOSEOUTS. .....31<br />

CLOTHINGWARE ...........63<br />

DD BULK ...................46<br />

FASHIONABLE SALES. .......71<br />

FLIRTY WHOLESALE ........40<br />

SCARF WAREHOUSE ........43<br />

STYLISH PLUS ..............69<br />

T SHIRT REP ................25<br />

UIN DEALS .................04<br />

UNIVERSE WHOLESALE. .....49<br />

USACOSTUMERS.COM ......20<br />

BOOKS<br />

AUCTION BOOK ............ 83<br />

BUYERS CONTACTS ......... 78<br />

CLOSEOUT DIRECTORY ..... 80<br />

HIDDEN WEALTH ........... 84<br />

TRADE PUBLICATIONS ...86-92<br />

WHOLESALE SOURCES ...... 82<br />

CANDY<br />

SWEET WHOLESALERS ...... 19<br />

CELLULAR<br />

CELLCITY.BIZ .............. 29<br />

WHOLE-CELL .............. 37<br />

Start.<br />

Grow. See our ad on Pg 67<br />

Repair.<br />

SMALL<br />

BUSINESS<br />

CONSULTING<br />

<strong>Forum</strong>BA.com<br />

Our specialty is helping small and<br />

mid-sized businesses achieve success.<br />

Contact us for free consultation.<br />

1-800-433-7002<br />

info@<strong>Forum</strong>BA.com • www.<strong>Forum</strong>BA.com<br />

Ad on Page 24<br />

Does anybody<br />

read these?<br />

CALL 631-754-5000 and<br />

you’ll get a FREE 3-mo.<br />

subscription!<br />

Congratulations to<br />

MOD MODULARS<br />

Farmingdale, NY<br />

ASSORTED ITEMS<br />

AUCTION FINDER ...........32<br />

BEAN WHOLESALERS .......18<br />

DINO DROPSHIP . . . . . . . . . . . . 61<br />

DOBA DROPSHIP ...........45<br />

EVERYTHING CLOSEOUTS ...38<br />

EZ DROPSHIP. ..............62<br />

FIND IT ASIA. ...............85<br />

MEGA UBID ................42<br />

COMPUTERS<br />

REFURB SHOPS ............. 22<br />

CONSUMER ELECT.<br />

FIND IT CHINA .............. 23<br />

CREDIT CARD<br />

PROCESSING<br />

EXP MERCHANT ............ 77

#1<br />

BUYING GUIDE<br />

FOR RETAIL STORES!<br />

DISPLAY/SUPPLIES<br />

& SERVICES<br />

AVVO .....................44<br />

CC WAREHOUSE . . . . . . . . . . . . 59<br />

E-STORE BUILDERS .........70<br />

E STORE SIGNS .............57<br />

E-STORE SITES .............30<br />

FB CAMPAIGNS .............74<br />

FORUM ADVISORS . . . . . . . . . . 24<br />

FUNDING OFFICES ..........76<br />

KWIK INC ..................36<br />

PAYROLL HELPER ..........72<br />

PROMOTIONAL REWARDS...66<br />

PROTECTION PLANS ........34<br />

RETAILERS BANK ...........64<br />

SALES GROUP BAGS. ........26<br />

SETON SIGNAGE ............81<br />

WHOLESALESOURCES.COM ...<br />

INSIDE BACK COVER<br />

DROPSHIPPERS<br />

DINO DROPSHIP . . . . . . . . . . . . 61<br />

DOBA DROPSHIP ...........45<br />

EZ DROPSHIP. ..............62<br />

E-CIGARETTES &<br />

SMOKE SHOP ITEMS<br />

3’x5’Embroidered Flags $14.00 Each<br />

ANYTIME CBD ... INSIDE FRONT CVR<br />

View our 148 page Catalog online !<br />

www.RIOhio.com<br />

LIGHT E CIG ................15<br />

Belt Buckles $18.00 dz<br />

LOGIC WHOLESALE $36.00 dz .........53<br />

Hat Pins $6.00 dz<br />

USA VAPE DEALS ...........35<br />

$36.00 ut 72 pcs<br />

Garden Flags WindSocks<br />

48.00 dz $48.00 dz<br />

Min.Order<br />

$150.00<br />

$4.50 Each<br />

$42.00 dz<br />

Metal Plates<br />

$27.00 dz<br />

8” x 12” Metal Signs<br />

$39.00 dz<br />

Leather Bracelet $18.00 dz<br />

Patches $18.00 dz<br />

Belt Buckles<br />

WHAT’S HOT ...............12<br />

$36.00 dz<br />

1ut/5 dz Mood Rings $33.00 unit<br />

Metal Sign<br />

12”X18” $5.75 Each<br />

12”x18” Metal Sign $5.25 each<br />

$36.00 ut/72pcs<br />

$15.00 dz<br />

$6.00 dz<br />

See our Hat Ad Pins on Page Also 29<br />

sold by the<br />

Gigantic dozen! Selection<br />

of Variety Goods<br />

Playing Cards<br />

12” Metal Signs<br />

$18.00 dz<br />

Garden $48.00 Flags<br />

dz<br />

12”x18” Metal Signs<br />

BAG VENDORS .............50<br />

SPECIAL $5.00 Each<br />

FEATURES<br />

$5.50 Each<br />

$15.00 dz<br />

36 pcBiker Ring<br />

FORUM WORKSHOP $24.00 ........28<br />

dz<br />

Best Friend Necklace<br />

RAMSON’S<br />

$39.00 unit<br />

$24.00 dz/sets<br />

Belt Buckles<br />

See our Ad on Page 13<br />

$7.00 Each<br />

Metal Signs<br />

$5.50 Each<br />

$24.00 dz $42.00 dz READER RESPONSE .........11<br />

3’x5’Embroidered Flags<br />

$14.00 Each<br />

$9.00 dz<br />

$21.00 dz<br />

5” Patches $36.00 dz<br />

$39.00 dz<br />

$18.00 dz<br />

Tri-Fold<br />

$36.00 dz<br />

FOOTWEAR<br />

$5.00 Each<br />

Leather Wallets $5.50 each<br />

SNEAKER CLEARANCE. ......03<br />

$21.00 dz<br />

HANDBAGS<br />

Magnets 3”x8” $18.00 dz<br />

BAG CLOSEOUTS ...........41<br />

HOME & HOUSEWARE<br />

DAKOTA STEEL ART ..... 16/17<br />

MERCHANDISE REP .........26<br />

RUG PROFITS...............21<br />

RUSH SUPPLIERS ...........56<br />

JEWELRY/<br />

ACCESSORIES<br />

BLING WHOLESALER ........51<br />

BODY CANDY HQ ...........75<br />

BUND JEWELRY.............65<br />

CLOSEOUTS FOR SALE. ......47<br />

HEAVENLY WHOLESALE .....68<br />

HIP WHOLESALE............67<br />

JEWEL CLEARANCE .........22<br />

JEWELRY MINERS...........27<br />

SHAKE WHOLESALE. ........42<br />

Metal Sign<br />

$4.75 each<br />

$48.00 dz<br />

NOVELTIES<br />

3pc Magnet<br />

$5.25 Each<br />

CARTOON CONCEPTS .......48<br />

$15.50 Each<br />

COOL GLOWING ... BACK COVER<br />

NOVELTY SELLER ...........55<br />

PPE SUPPLIES<br />

PPE STOCKROOM. ..........58<br />

R/C & TOYS<br />

RC VARIETY ................20<br />

$4.00 each<br />

$30.00 dz 8” x 12” Parking Sign $18.00 dz<br />

SOARING RC ...............73<br />

RETAILING NEWS ...........14<br />

TRADE SHOWS<br />

THE MARKET CENTER .......18<br />

WATCHES & CLOCKS<br />

TIME WHOLESALERS ........39<br />

WATCH DEALERS ...........60<br />

WEDDING ITEMS<br />

SMARTEST BARGAIN . . . . . . . . 24<br />

WELCOME NEW<br />

READERS!<br />

ENJOY THIS ISSUE<br />

Advertise in<br />

See Page 9<br />

BUSINESS BOOKS<br />

www.BizBooks.org<br />

Ring...Ring...<br />

Savings<br />

for<br />

Cell<br />

DROPSHIP TO PROFITS!<br />

Tri- Color Necklace $18.00 dz<br />

1000’s of Items<br />

See our ad on Page 45<br />

WHOLESALERS:<br />

Increase Your Sales<br />

By Advertising Here!<br />

631-754-5000<br />

WIND SPINNERS<br />

Sells Like<br />

A Breeze!<br />

DAKOTA STEEL<br />

See Our Ad on Pgs. 16/17<br />

VISIT FORUM ON<br />

THE INTERNET<br />

View our latest books at<br />

www.bizbooks.org<br />

WE HAVE BUYERS<br />

Databases for ALL Industries<br />

www.BuyersContacts.com

ADVERTISING INFORMATION<br />

www.retailersforum.com<br />

VOL 28 NO. 2<br />

JUNE 2008<br />

MARKETING TIPS!<br />

MERCHANDISE SOURCES<br />

RETAILING TIPS<br />

SELL LIKE AN<br />

EGYPTIAN!<br />

Reach Active Buyers with our Print Readership<br />

Plus over 265,000+ Page Views Monthly Online<br />

✔ Apparel and Accessory Stores<br />

✔ Card and Gift Stores<br />

✔ Discount and Dollar Stores<br />

✔ Distributors and Jobbers<br />

✔ General Merchandise Stores<br />

✔ Internet On Line Stores<br />

✔ Mail Order Catalog Sales<br />

✔ Novelty and Toy Stores<br />

✔ On Line Stores<br />

✔ Resort and Souvenir Stores<br />

✔ Sporting Goods Stores<br />

✔ Variety Merchandise Stores<br />

✔ Wholesalers<br />

ESTABLISHED IN 1981 as a buying source for store<br />

owners and wholesalers, <strong>Retailers</strong> <strong>Forum</strong> offers advertisers<br />

a large national circulation to showcase their products<br />

and services. Many of our readers are located in rural<br />

areas where access to merchandise is difficult, making our<br />

magazine indispensable to their buyers.<br />

Through our unique direct mail and trade show<br />

circulation we constantly rotate our mailing lists, adding<br />

new stores monthly enabling us to deliver new, fresh<br />

buyers each and every month you advertise with us.<br />

In addition to your print ad, your company will be<br />

featured in our digital on line monthly version at<br />

www.RFmagazine.com. Our online magazine produces<br />

over 265,000+ page views monthly for our advertisers,<br />

which is in addition to our print and mail distribution.<br />

Your online ad will link to your website and email<br />

address and we provide unlimited transfers from our<br />

readers into your website 24/7.<br />

FORUM PUBLISHING COMPANY<br />

383 East Main Street, Centerport, NY 11721<br />

www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

CONTACT US:<br />

TEL: 1-800-635-7654<br />

FAX: 631-754-0630<br />

Email: <strong>Forum</strong>Publishing@gmail.com<br />

Page 8 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

etailers<br />

ADVERTISING RATES<br />

AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES<br />

› Page $400 $300 $275 $250<br />

¼ Page $525 $425 $400 $350<br />

½ Page $625 $525 $500 $450<br />

Full Page $850 $750 $700 $650<br />

2 Pages $1,350 $1,250 $1,150 $1,050<br />

Prices shown per month, above rates include full color printing<br />

ADVERTISING SPECS<br />

› Page: 2¼" high x 3¼" wide<br />

¼ Page: 4‚" high x 3¼" wide<br />

½ Page:<br />

Full Page:<br />

4‚" high x 7" wide or<br />

9½" high x 3¼" wide<br />

9½" high x 7" wide<br />

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred<br />

PDF format in CMYK color, 300 dpi resolution only<br />

FULL MARKETING PROGRAM INCLUDED >><br />

✔ Monthly print and mail magazine<br />

✔ Online magazine and search marketing<br />

✔ Distribution at top trade shows<br />

Printed <strong>Magazine</strong><br />

• Your ad is featured in our<br />

printed magazine circulated<br />

to buyers across the USA.<br />

Includes distribution at<br />

industry’s top trade shows.<br />

Complete Digital <strong>Magazine</strong><br />

• Your ad runs on-line at<br />

www.RFmagazine.com<br />

• Over 265,000+ monthly<br />

page views<br />

• Active link to your website<br />

Phone APP<br />

• Your company included in our<br />

free iPhone and Android APP.<br />

Imagine YOUR company right<br />

on the buyers phones!<br />

Reader Response<br />

• Generates leads from buyers<br />

interested in your products<br />

through a code placed in<br />

your ad and on-line at<br />

www.vendor411.com. Free for<br />

all half and full-page ads.<br />

Search Marketing<br />

• Your company included in<br />

the industry’s leading search<br />

engine: www.supplier411.com<br />

• Saturation marketing coverage<br />

on our new wholesale portal:<br />

www.wholesalesources.com<br />

TOP INDUSTRY TRADE SHOWS <strong>2022</strong><br />

JANUARY<br />

Atlanta Gift Fair<br />

Los Angeles Market Week<br />

Philadelphia Gift & Variety Show<br />

Seattle Gift Show<br />

The Merchandise Center, IL<br />

FEBRUARY<br />

ASD Marketplace Las Vegas Show<br />

Louisville Gift Show<br />

Magic Sourcing Show<br />

New York Toy Fair<br />

Off Price Specialist Show<br />

Rocky Mountain Gift Show<br />

MARCH<br />

Atlanta Spring Gift Show<br />

California Marketplace<br />

Dallas Apparel & Accessories Show<br />

Greensboro Gift & Jewelry Show<br />

The Merchandise Center, IL<br />

APRIL<br />

Hawaii Merchandise Expo<br />

The Merchandise Center, IL<br />

MAY<br />

Las Vegas Licensing Show<br />

New Orleans Gift & Jewelry Show<br />

Northern Michigan Gift & Souvenir Show<br />

Off Price Show NY TBD<br />

The Merchandise Center, IL<br />

JUNE<br />

Dallas Gift & Variety Show<br />

Greensboro Gift & Jewelry Show<br />

LA Fashion Market<br />

JULY<br />

Atlanta Gift & Home Furnishings<br />

California Marketplace<br />

Philadelphia Gift & Variety Show<br />

The Merchandise Center, IL<br />

AUGUST<br />

ASD Market Week<br />

Biloxi Wholesale Show<br />

Louisville Gift Show<br />

Off Price Specialist Show<br />

New Orleans Gift & Jewelry Show<br />

Rocky Mountain Gift Show TBD<br />

St. Louis Gift Show<br />

SEPTEMBER<br />

Asia America Wholesale Show<br />

Dallas Home & Gift Show<br />

Greensboro Gfit & Jewelry Show<br />

Hawaii Gift Show<br />

Norton’s Gift & Variety Show<br />

Philadelphia Candy & Gift Show<br />

The Merchandise Center, IL<br />

OCTOBER<br />

Dallas Apparel & Accessories Show<br />

Las Vegas Souvenir & Gift Show<br />

The Merchandise Center, IL<br />

NOVEMBER<br />

Gatlinburg Gift Show<br />

Hawaii Merchandise Expo<br />

New Orleans Gift & Jewelry Show<br />

Smoky Mountain Variety<br />

DECEMBER<br />

Grand Strand Gift & Variety Show<br />

Greensboro Gift & Jewelry Show<br />

The Merchandise Center, IL<br />

Our Large Holiday Issue Hits The Mails Before<br />

Thanksgiving to Maximize Advertisers Results!<br />

We provide physical magazines at shows or email free<br />

digital magazine to attendees using Attendee database lists.<br />

* Show schedules are subject to change without notice.

From the<br />

PUBLISHER<br />

Starting Our 42 nd Year This Month<br />

IT is hard to believe that with this<br />

issue we are starting our 42nd year of<br />

publishing <strong>Retailers</strong> <strong>Forum</strong> <strong>Magazine</strong>.<br />

Anniversaries are a great time to reflect<br />

on where you have been and where you<br />

are going. I’d have never guessed that<br />

back in 1981, at 22 years old that today I<br />

would be celebrating completing our 41st<br />

year of publishing our magazines. Two<br />

years after our first issue (1983) my first of<br />

two children were born. My “baby” now<br />

has her own baby (3 yrs).<br />

ASIDE from me hitting officially<br />

becoming a senior (65) at the end of<br />

this year and convincing myself that the<br />

additional gray hair is distinguished, I am<br />

honored and humbled to be still running<br />

the best magazine for independent<br />

retailers in the country.<br />

SO much has changed and continues<br />

to change in our industry. We’re in our<br />

third economic slowdown since the early<br />

90’s which feels eerily familiar these<br />

days. Just when we opened back up after<br />

two years of covid lockdowns we’re hit<br />

with high inflation and supply issues<br />

which have been quite damaging to us<br />

all. The internet has been both a blessing<br />

and a curse as it’s changed the format<br />

of retail shopping and has made pricing<br />

ultra-competitive. Great for consumers<br />

but unsustainable small margins for us<br />

vendors.<br />

SMART businesspeople analyze the<br />

market and make appropriate changes.<br />

In our case, we went from a 100% print<br />

magazine (in the day) to a booming<br />

circulation that is now almost 80% online.<br />

>> ON-LINE SOURCING<br />

We invested in publishing platforms<br />

that made reading our magazine on a<br />

computer or phone easy and enjoyable.<br />

And READABLE, unlike many others that<br />

you just can’t make out the words because<br />

they’re too small or blurry. Between our<br />

online e-magazines, search engines (we<br />

run 5), and our smartphone APP, we have<br />

covered all of the bases.<br />

WE are proud to be part of the small<br />

businesses of America. We stand proud<br />

with our readers who represent the<br />

backbone of our country. Our readers<br />

have the advantage of being able to<br />

strategize quickly and make appropriate<br />

changes to keep their businesses<br />

successful. While the retail giants are<br />

deciding on their lunch menu in their<br />

boardroom, we’re already home having<br />

dinner, already having sourced, priced<br />

and displayed our goods.<br />

THERE have always been challenges<br />

in the independent marketplace and<br />

none more difficult in the last two years<br />

than for the retailing and wholesaling<br />

segment. I am proud to be working<br />

alongside with you to help achieve the<br />

goals and success we work hard for. We<br />

have dedicated the last 41 years of our<br />

business life promoting our industry and<br />

with your continued support we look<br />

forward to many more years!<br />

THANK you to everyone, past, present<br />

and future for making my life a successful<br />

American dream. I will continue working<br />

hard ensure that same dream for all in<br />

our industry.<br />

The entire issue of<br />

<strong>Retailers</strong> <strong>Forum</strong> <strong>Magazine</strong><br />

is posted on-line at<br />

www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

Includes: Website Links *<br />

E-Mail Links * Printable PDF’s<br />

ACCESS OUR MAGAZINE<br />

FROM ANYWHERE 24/7<br />

RETAILERS<br />

FORUM<br />

SALES & MARKETING<br />

Gregory Brown<br />

Tom Richards<br />

Scott Savitt<br />

Martin Stevens<br />

OFFICE MANAGER<br />

Leah C.<br />

PRODUCTION<br />

Lisa Maresca-Smith<br />

CREDIT DEPARTMENT<br />

Kristine Hines<br />

CIRCULATION<br />

Discount Reading Svc.<br />

LITERARY STAFF<br />

Patricia Luebke<br />

Jason Meyers<br />

Rachel Spearman<br />

COLOR PRODUCTION<br />

Anchor Imaging<br />

PRINTING<br />

Composing Room<br />

ART DIRECTION<br />

Gregory Stevens<br />

Martin Stevens<br />

OVERSEAS OFFICE<br />

Trade Channel<br />

N.W. Guineastr 30<br />

<strong>2022</strong> PA Haarlem<br />

Netherlands<br />

+31-23-531-90-22<br />

Published Monthly by:<br />

<strong>Forum</strong> Publishing Co.<br />

383 East Main Street<br />

Centerport, NY 11721<br />

Tel: 631/754-5000<br />

Fax: 631/754-0630<br />

forumpublishing@gmail.com<br />

www.retailersforum.com<br />

41 Years<br />

1981-<strong>2022</strong><br />

RETAILERS FORUM is published monthly at<br />

$75/year USA, $125/year foreign.<br />

Entire contents copyright ©<strong>2022</strong> by<br />

<strong>Forum</strong> Publishing. Publisher assumes no<br />

responsibility for contents herein. First and<br />

third class postage paid at Centerport, NY.<br />

Bulk mail paid at NY, Brookfield, WI and<br />

Hooksett, NH under private mail indicia via<br />

publication mailing.

etailers<br />

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ONLINE<br />

Fill Out<br />

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Receive FREE Information on Products & Services in this Issue<br />

BUSINESS SERVICES<br />

❑ All Advertisers in<br />

BUSINESS SERVICES<br />

❑ 06. <strong>Forum</strong> Business Advisors<br />

CREDIT CARD PROCESSING<br />

❑ All Advertisers in CREDIT CARD<br />

PROCESSING<br />

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Want More Info? Circle #00 on page 00 • www.Vendor411.com<br />

ADVERTISER INDEX<br />

GENERAL & VARIETY<br />

❑ All Advertisers in<br />

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❑ 15. Palletfly<br />

❑ 07. Ramsons<br />

HOME & HOUSE<br />

❑ All Advertisers in HOME & HOUSE<br />

❑ 23. Dakota Steel Art<br />

❑ 12. SJT Enterprises<br />

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WHAT’S HOT<br />

For more information, contact:<br />

www.EstoreSigns.com<br />

TRADE SHOW<br />

BANNERS<br />

on Stand<br />

$<br />

64 13<br />

Full Range<br />

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For more information, contact:<br />

www.HipWholesale.com<br />

WONG Double<br />

Dragon Chain<br />

$ 359.99<br />

For more information, contact:<br />

www.<strong>Forum</strong>123.com<br />

Tel: 1-631-754-5000<br />

Page 12 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

IT’S A SIGN!<br />

GETTING people into your store or flea market booth is always a<br />

struggle. Businesses need to stand out and attract new buyers to<br />

their shops. Signs and banners are one of the most effective and<br />

inexpensive ways to do that.<br />

ESTORE Signs is your one-stop full service sign printer that can<br />

assist you with all types of signs and banners, including trade show<br />

banners and stands to help you attract more business.<br />

WITH fast shipping and free online estimates, many of their<br />

orders ship same day! The company offers everything from custom<br />

banners, mesh banners, indoor banners, window banners, magnetic<br />

signs for your vehicle and even has their newest line of canopy<br />

style tents. This month’s special is a beautiful trade show style<br />

banner on sturdy stand for just $64.13. Many sizes are available.<br />

BLING ON A GLOBAL SCALE<br />

HIP bling jewelry for men and women are the rage and Hip<br />

Wholesale brings you some of the most sophisticated designed,<br />

celebrity inspired pieces in the marketplace.<br />

THE company specializes in rings, chains, charms, pendants<br />

and grillz and always carries all of the latest fashionable styles.<br />

Be a serious player when you wear any Hip Wholesale piece of<br />

art. There is no minimum order, 30-day returns allowed and super<br />

fast shipping. The company services all size operators including<br />

some of the world’s finest boutiques and online stores.<br />

THIS month’s special deal is the Wong Double Dragon Chain<br />

necklace for just $359.99 while inventory lasts. If you want to cash<br />

in on the fast selling hip hop jewelry scene, here is where you<br />

will find all of the top products at best prices at great margins.<br />

GOING ONCE, TWICE...<br />

AUCTIONS continue to be great resources for businesses to find<br />

treasures to resell. Auctions have everything form expensive jewelry, cars,<br />

business contents, land and more available. The key has always been<br />

to find out where the reliable auctions are and how to attend either in<br />

person or virtually.<br />

OUR new Auction Buyers Directory shows you all of the auction<br />

resources around the entire USA. We show you private auctions, and<br />

best of all, government auctions and how to get on their contact lists<br />

free of charge! Unlike other auction resources, you do not have to<br />

keep spending money on info. This directory gives you ALL contact<br />

information right up front so there is nothing more to buy. The book<br />

is in print or PDF format for just $39.95.

Want More Info? Circle #07 on page 11 • www.Vendor411.com RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 13

RETAILING NEWS<br />

Clothing Repairs Path To Circular Fashion<br />

UNIQLO clothing company has created a unique approach to their business model. They<br />

opened a repair studio in a small corner on the ground floor of their store. Customers can<br />

get buttons and zippers replaced, holes patched, and seams mended, in order to keep their<br />

clothes wearable for as long as possible. The new studio is part of the Uniqlo program, a group<br />

of projects all focused on circular fashion. Through the program they collect old products from<br />

consumers and recycles the fibers into new products.<br />

THE idea of circular fashion, or increasing a products life cycle through reselling, recycling and<br />

reusing products is becoming quite popular in the fashion industry among brands attempting<br />

to be more sustainable. While recycling and reselling are new to Uniqlo, Dior and Chanel have<br />

offered repairs for decades. The Uniqlo project comes from the Japanese value of simplicity,<br />

quality and longevity. Helping to give customers heir favorite items an even longer life benefits<br />

both the wearer and the environment.<br />

UNIQLO promoted the repair studio on its social accounts with a film showcasing the<br />

repair process. The brand contends that you get more value by repairing clothing rather than<br />

shredding them down to remake them. The company also recycles old products into new ones<br />

in addition to offering the repairs, but did not disclose the costs associated with recycling.<br />

ACCORDING the Uniqlo, the rise of in store repairs is driven by resale. When customers can<br />

resell clothes that they buy, it changes how they view their items. They’re not just consumable<br />

products, but rather investments that can be resold at a later date.<br />

American Eagle Crushes Estimates<br />

FASHION merchandise retailing is on an upturn as American Eagle Outfitters reported recent<br />

sales topped expected levels with higher earnings form both Urban Outfitters and Abercrombie<br />

& Fitch. Shoppers are back at the stores and online and buying new styles for the upcoming<br />

season at a surprising pace. The retailer points to pent-up demand among younger consumers<br />

who have been eager to get out of the house and socialize again. And as they do that, they<br />

want new outfits to wear in front of their family and friends.<br />

LMVH Hublot Raises Watch Prices<br />

INFLATION, we all know what that is and how it has been ticking up month after month. Well,<br />

it effects every price shopper, including the higher end. For example, Hublot, a very high end<br />

watch maker has announced that because of inflation their watch prices will be increased,<br />

bringing their average priced watch to about $20,000.00. With all of their suppliers, including<br />

gold and diamond prices rising, the move shows that even the luxury market segment is suffering<br />

from inflationary woes from pricing and supply chain disruptions. And even with the higher<br />

prices, wealthy consumers have been actively adding to their watch collections.<br />

For Late-Breaking Industry News Visit: www.<strong>Retailers</strong><strong>Forum</strong>.com<br />

If It Affects Retailing We Report On It!<br />

Page 14 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

One-Stop Shop for Vape Devices & E-Liquids<br />

Warehouse in USA • Fast Shipping<br />

STARTER KITS • MODS • TANKS • LIQUIDS • ACCESSORIES<br />

CALI BARS DISPOSABLE VAPE PEN - STRAWBERRY<br />

Cali Bars has an approximate puff count<br />

of 300 and comes in an e-liquid capacity<br />

of 1.3ml with a nicotine strength of 5%.<br />

All Cali Bars products are disposable<br />

and require no charging or refilling.<br />

$<br />

5<br />

FOG X DISPOSABLE VAPE PEN - CHOCOLATE MILK<br />

Fog X has an approximate puff count of<br />

320 and comes in an e-liquid capacity<br />

of 1.3ml with a nicotine strength of 5%.<br />

All Fog X products are disposable and<br />

require no charging or refilling.<br />

$<br />

5<br />

HELIX BAR DISPOSABLE VAPE PEN - PEACH<br />

Helix Bar has an approximate puff count<br />

of 600 and comes in an e-liquid capacity<br />

of 2.5ml with a nicotine strength of 5%.<br />

All Helix Bars are disposable and require<br />

no charging or refilling.<br />

$<br />

6<br />

JAMBA POP DISPOSABLE VAPE PEN - CHOCOLATE SMOOTHIE<br />

amba Pop has an approximate puff count of<br />

900 and comes in an e-liquid capacity of 3.0ml<br />

with a nicotine strength of 5%. All Jamba Pop<br />

products are disposable and require no charging<br />

or refilling.<br />

$<br />

8<br />

SMOK ALIKE ALL-IN-ONE VAPE KIT<br />

SMOK Alike features ergonomic contouring<br />

that ensures better grip and portability.<br />

SMOK Alike is SMOK’s latest pod mod,<br />

which has been well-designed and made<br />

especially for you! SMOK Alike fits perfectly<br />

in your palm and presents a luxurious leather<br />

texture. SMOK Alike allows you to adjust<br />

your wattage from 1W all the way up to 40W<br />

depending on your preference.<br />

$ 34.95<br />

VAPORESSO XTRA ALL-IN-ONE VAPE KITS<br />

Vaporesso Xtra will amplify your<br />

flavored vape juice and make<br />

you feel at ease. Vaporesso<br />

Xtra features an ergonomic and<br />

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the on-the-go vape enthusiast.<br />

$ 24.99<br />

GEEK VAPE AEGIS MINI ALL-IN-ONE KIT<br />

Aegis Mini by Geek Vape features an adjustable<br />

wattage that you can toggle between 5 to 80W<br />

and can hold up to a staggering 5.5ml. Aegis Mini is<br />

built with zinc-alloy and leather making it extremely<br />

durable.Aegis Mini has a 2200mAh battery with<br />

an e-liquid capacity of 5.5ml. Aegis Mini has an<br />

adjustable wattage and comes with a maximum of<br />

80W. Aegis Mini has an internal battery.<br />

$ 49.99<br />

SMOK TRINITY ALPHA ATOMIZER<br />

This Smok Trinity Alpha Atomizer is<br />

also the perfect solution to storing<br />

different juices incase you like to<br />

change flavors on the fly and don’t<br />

want juice flavors to mix. The Smok<br />

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and an air driven design for a rich,<br />

smooth MTL vaping experience.<br />

$ 10<br />

GEEK VAPE ZEUS SUB-OHM TANK<br />

The Geek Vape Zeus Sub-Ohm<br />

Tank features Z1 and Z2 coils<br />

which produce excellent flavor<br />

and cloud production. The Geek<br />

Vape Zeus Sub-Ohm Tank has an<br />

e-liquid capacity of 5.0ml.<br />

$ 27.99<br />

NAKED 100 VAPE JUICE - HAWAIIAN POG ICE<br />

Naked 100 E-Liquid Hawaiian<br />

POG Ice contains a VG/PG ratio of<br />

70/30 and comes in a 60ml bottle,<br />

perfect for use with any Sub-Ohm<br />

vape device and coils designed for<br />

freebase nicotine juices.<br />

$<br />

8<br />

OMG E-LIQUID VAPE JUICE - WTF ICE<br />

OMG E-Liquid contains a VG/<br />

PG ratio of 70/30 and comes in<br />

a 120ml bottle, perfect for use<br />

with any Sub-Ohm vape device<br />

and coils designed for freebase<br />

nicotine juices.<br />

$<br />

8<br />

BAD DRIP LABS SALT NIC VAPE JUICE - UGLY BUTTER<br />

Ugly Butter by Bad Salt contains a<br />

VG/PG ratio of 50/50 and comes<br />

in a 30ml bottle, perfect for use<br />

with any MTL vape device and coils<br />

designed for salt nicotine juices.<br />

$<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 15

Page 16 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Want More Info? Circle #23 on page 11 • www.Vendor411.com

Want More Info? Circle #23 on page 11 • www.Vendor411.com<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 17

Return to In-Person Sourcing at TMC.<br />

Tuesday, <strong>May</strong> 17th - Buyer Preview 16th<br />

TMC has prepared to welcome you back safely.<br />

TMC has changed its operations to comply with governmental guidelines for keeping people safe.<br />

Protective<br />

masks<br />

encouraged<br />

Sanitizer stations<br />

throughout<br />

center<br />

Pre-packaged<br />

grab-and-go<br />

meals<br />

Precautions subject to change as government guidelines change.<br />

Register for our <strong>May</strong> Market:<br />

• Tuesday, <strong>May</strong> 17th - Buyer Preview 16th<br />

• Name brands & extreme value merchandise<br />

• America’s largest permanent collection of closeout specialists<br />

• Practically the entire closeout industry under one roof<br />

REGISTER AT<br />

www.tmcexpo.com<br />

TMC The Merchandise Center, 9555 Foster Avenue, Suite 600, Schiller Park Illinois 60176 ©Copyright <strong>2022</strong><br />

LARGE PROFITS IN COFFEE!<br />

FANTASTIC HAWAIIAN COFFEE<br />

Flat Rate<br />

Shipping in<br />

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Many Flavors<br />

All Size Bags<br />

Bean or Grind<br />

Page 18<br />

www.BeanWholesalers.com<br />

MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

INCREASE YOUR SALES:<br />

SELL CANDY!<br />

Largest Selection of Candy in the USA<br />

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Increase Profits By<br />

Adding to your Line<br />

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=<br />

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We are a full-line candy<br />

wholesaler offering<br />

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and fast flat-rate shipping<br />

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Bulk Candy º Candy Bars º Candy Coated<br />

Caramel Candy º Chocolate º Cinnamon & Red Hots<br />

Gum & Bubblegum º Gummy Candy º Hard Candy<br />

Jawbreakers º Jelly Beans º Jewelry Candy<br />

Kosher Candy º Licorice º Lollipops & Suckers º Mints<br />

Mini-Sized Candy º Novelty Candy º Nuts & Nut Candy<br />

Old-Fashioned º Retro º Rock Candy º Salt Water Taffy<br />

Sour Candy º Sugar Free º Vending Machine Candy<br />

Black Ice Blow Pops<br />

48 Count<br />

$10.99<br />

Sweet Specials<br />

Gummi Fruit Salad<br />

12 Count<br />

$20.99<br />

Rainbow Mini Frogs<br />

12 Count<br />

$20.99<br />

www.SweetWholesalers.com<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 19

Your Costume Headquarters!<br />

Women, Men, Kids and Yes, Pets too!<br />

1000’S OF COSTUMES ALL SHIPPED FROM OUR TEXAS LOCATION<br />

Sexy Cavewoman<br />

$19.99 Women’s Air<br />

Hostess $19.99<br />

Saint Joseph<br />

$32.99<br />

Kids WW1 Nurse<br />

$24.99 80’s Track Suit<br />

$29.99<br />

Carded Guard<br />

$22.99<br />

Page 20<br />

We Also Have Wigs & Accessories<br />

MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Women’s Fairytale $19.99<br />

Fast Same Day Shipping • All Credit Cards Accepted<br />

www.USACostumers.com<br />

Professional Grade R C Toys & Drones<br />

www.SoaringRC.com<br />

Airsoft Guns • R C Cars, Boats, Helicopters<br />

WEEKLY SPECIALS • CLEARANCE ITEMS<br />

ZOHD Dart250G<br />

FrSky R9 900MHz 16CH<br />

570mm Wingspan<br />

Long Range Receiver &<br />

Sweep Forward<br />

R9M 2019 Module System<br />

AIO Wing EPP FPV RC<br />

with mounted Super 8<br />

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and T antenna<br />

$<br />

59. 99<br />

$<br />

87. 99<br />

FrSky Transmitter Taranis<br />

BETAFPV HX100 100mm<br />

X-Lite S 24CH Radio with<br />

FPV Quad built in FrSky<br />

PARA Wireless Training<br />

RXSR Receiver<br />

BETAFPV 75X HD Whoop Quadcopter 3S<br />

Function and<br />

built in FrSky Receiver<br />

$<br />

119. 99 Quick-charge System<br />

$<br />

149. 99<br />

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149. 99<br />

www.SoaringRC.com • Everything FUN!

SELL RUGS AT YOUR STORE<br />

OR FLEA MARKET BOOTH<br />

THIS MONTH’S SPECIAL<br />

HARTFORD REVERSIBLE BRAIDED RUG<br />

59 00<br />

$<br />

59<br />

☛ Free Shipping on ALL ORDERS<br />

☛ 30-Day Money Back Guarantee<br />

☛ No Minimum Order<br />

☛ Reliable New York Supplier<br />

☛ All Sizes, Colors & Styles<br />

www.RugProfits.com<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 21

RINGS • BRACELETS • EARRINGS • PENDANTS • NECKLACES<br />

Jewelry Liquidators<br />

Yellow Real Gold<br />

Modern Wedding<br />

Band Mens Ring<br />

$ 184.99<br />

Two-Tone Brilliant Studded Heart<br />

Ladies I Love You Talking Necklace<br />

$ 249.99<br />

Mens Round Cut CZ<br />

Ring with Pave Set<br />

Accent on Sides<br />

$ 204.99<br />

Pretty Round CZ Heart<br />

Shaped Promise Ring<br />

with Accents<br />

$ 94.99<br />

1.68ct Dainty<br />

Delicate Ladies<br />

Engagement Ring<br />

$ 204.99<br />

JewelClearance.com<br />

Page 22 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Two-Tone Ladies Elegant Narrow Link Bracelet<br />

with Fancy Diamond Cuts<br />

$ 439.99<br />

Two-Tone Ladies Fascinating Filigree Bracelet<br />

with Diamond Cut Hearts<br />

$ 479.99<br />

Shimmering Accented<br />

Ladies Double Circle<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 23

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Page 24 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 25

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Page 26 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

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| MAY <strong>2022</strong> Page 27

FORUM WORKSHOP<br />

Operating Your<br />

forumworkshop<br />

RETAIL<br />

STORE<br />

Operating Your<br />

RETAIL STORE<br />

Continued from last issue...<br />

TO BE EFFECTIVE,<br />

AN AD MUST DO 3 THINGS<br />

Every advertisement should accomplish 3<br />

things for the store: tell shoppers who you are,<br />

where you are, and why they should care. The<br />

last part is what gets them to the store. When<br />

you place an ad, it should motivate people to<br />

visit the shop. It may be for the weekend sale<br />

you’re sponsoring or because you’ve got the<br />

best selection of whatever it is you sell. Your<br />

advertising communicates something about the<br />

store to potential shoppers. The goal, of course,<br />

is to communicate something so alluring that<br />

they rush out to respond with their wallets. The<br />

message should define a tangible benefit the<br />

consumer will enjoy only by shopping with<br />

your store. That could mean a low price, the<br />

first chance at new merchandise or the latest<br />

style, or an opportunity to consult with an expert<br />

to find the right solution for a special need.<br />

An effective ad has an impact, even if it only<br />

makes shoppers aware of the new store in<br />

town.<br />

The quality and appearance of your advertising<br />

contribute to consumers’ perceptions of the<br />

store. Anything that comes across as cheap,<br />

cluttered, or pushy works against what you’re<br />

trying to achieve. Spend what it takes to do it<br />

right.<br />

Page 28 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

There are many places to take your spending<br />

discussed below. Before deciding on any, consider<br />

the merits of each in terms of a total campaign,<br />

comprised of different elements, each reinforcing<br />

the messages carried in the others,<br />

and all working together for the good of your<br />

store.<br />

SIGNS ARE THE MOST EFFICIENT<br />

FORMS OF ADVERTISING<br />

The cheapest and most necessary form of advertising<br />

is the sign that hangs outside your<br />

storefront. It should be neat, easy to read, and<br />

well lit. If the store name doesn’t readily define<br />

the nature of your business, list what you sell<br />

on the sign. When your business sits on a street,<br />

always give the store phone number prominent<br />

display on the sign. Some retailers treat their<br />

windows as a second sign, identifying the store<br />

with name and logo or highlighting what the<br />

store sells. Every sign should be neat and easy<br />

to read from a reasonable distance; across the<br />

street or across the mall corridor. If you’re not<br />

an artist yourself, hire a professional sign<br />

painter to do the job. Unless you’re selling vegetables<br />

from a roadside stand, your homey<br />

touch won’t help your endeavor. The sign<br />

comes to be considered as much a symbol of<br />

the business as what you stock and sell. You’ll<br />

probably be living with it for a long time. Make<br />

sure it says all you need to say in the best way.<br />

A sign works for the store every day. People<br />

walk or stroll by, and there it is announcing<br />

your name and what you sell to all who pass<br />

that way. After a while, though, people get used<br />

to it and that sign becomes part of the landscape.<br />

continued...

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 29

forumworkshop<br />

FORUM WORKSHOP<br />

The only ones who notice are those new to the<br />

area. The sign should be distinctive enough to<br />

serve as an enduring symbol of your business,<br />

reminding people that you’re there and what<br />

you sell.<br />

BILLBOARDS REACH VERY<br />

BROAD AUDIENCES<br />

When you’re starting the business or when you<br />

want to reach the broadest possible market, you<br />

may want to consider the merits of billboard<br />

advertising. Billboards communicate something<br />

to everyone who passes that way. They<br />

can be expensive to use, however. Cost is a matter<br />

of the size of the sign, the production costs<br />

involved, and the visibility of the location. Most<br />

billboards constitute roadside attractions along<br />

highways and byways. In recent decades the<br />

Page 30 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

billboard concept has evolved into more of an<br />

ever-present advertising medium. Walk the<br />

streets of any large city and you’ll face paid advertising:<br />

on the sides and insides of buses,<br />

taxis, & trains; lining the platform at commuter<br />

rail stations; and gracing sidewalks, bus stops<br />

& buildings. Even indoors, billboards have<br />

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to be found wherever people<br />

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You might think with so much signage vying<br />

for the consumer’s attention, the message of a<br />

billboard would be lost in the clutter. The<br />

human eye, though, constantly<br />

seeks out new stimulation<br />

in the environment. A<br />

billboard provides that stim-<br />

ulation. continued...<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 31

forumworkshop<br />

FORUM WORKSHOP<br />

When it’s new, just about everyone who passes<br />

that way will notice the message. Since these<br />

signs usually end up in places where crowds<br />

pass and linger, a good share of those exposed<br />

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Unlike your store sign, which must stand and<br />

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People will soon fail to notice it. If you plan to<br />

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change your message regularly, or rotate the<br />

same message through different locations periodically.<br />

Therefore, billboards, indoors and out, are not<br />

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Better to tell shoppers about what you have in<br />

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more than cultivating interest in any single<br />

product. Consider them more a forum for<br />

generic advertising that directs the shopper’s<br />

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a billboard warrants serious attention when<br />

you’re opening the business. You’ll miss a share<br />

of your audience with your advertising in<br />

newspapers or on the airwaves, but a billboard<br />

at a busy intersection lets everyone who passes<br />

that way know your store has arrived.<br />

The message you carry on any outdoor advertising<br />

medium must be one that can stand the<br />

test of time. Remember these paid-for signs will<br />

remain in the same place for weeks or months.<br />

<br />

Your first thoughts may be to<br />

display that message where it<br />

will be seen by the widest possible<br />

audience. continued...<br />

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Page 32 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

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forumworkshop<br />

FORUM WORKSHOP<br />

Before you do, take a look at the demographic<br />

profile of where your audience lives and works.<br />

The billboard at the town’s busiest intersection<br />

may put the store name before<br />

<br />

more people, but one closer to<br />

their neighborhood speaks directly<br />

to the people you want to reach.<br />

Your decisions on whether to use a billboard,<br />

how many to use, and where to place them will<br />

be a product of the local cost for use of that<br />

space, the production fee for your ad, and the<br />

amount of your advertising budget. Larger<br />

signs can prove an extremely costly form of advertising,<br />

especially when your budget is limited.<br />

A pair of billboards in 2 busy intersections<br />

will get your name before many more people.<br />

The venture could also consume a disproportionate<br />

share of your media budget in the<br />

process. Better to go to smaller signs and back<br />

them up with a campaign in other media.<br />

Consistency and frequency are what make any<br />

advertising campaign effective. If you shoot<br />

your budget blanketing the area with billboards<br />

that are here one month and gone the<br />

next, you may push your store toward a similar<br />

fate.<br />

Billboard advertising makes sense for you, provided<br />

it represents only one aspect of a cohesive<br />

advertising campaign. To find out what’s<br />

available in your area, check in your Yellow<br />

Pages under the listing “Advertising – Outdoor.”<br />

Better yet, next time you see a sign or<br />

billboard where you’d like to have a message<br />

displayed, step up to it and read the fine print.<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 35

FORUM WORKSHOP<br />

forumworkshop<br />

You’ll usually find the name of the company<br />

leasing that space and a telephone number.<br />

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Mention advertisement and most people immediately<br />

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preferred means of reaching customers. The<br />

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however, is one shared by all conventional<br />

media: It carries your message to a broad spectrum<br />

of the local populace, only a few of whom<br />

may be the people you need to reach. This<br />

tends to dilute the effectiveness of your advertising<br />

spending. Newspaper advertisements in<br />

the largest markets, served by the large-circulation<br />

newspapers, may seem excessive by your<br />

budget standards.<br />

In recent years, some of these same newspapers<br />

launched what are called zone publications,<br />

special sections of the paper included in editions<br />

destined only for households in certain<br />

zip code areas. If you have demographic date<br />

that indicate the people you want to reach live<br />

only in certain parts of town, these sections can<br />

prove a cost-effective way to get your message<br />

across. Another viable alternative worth investigating<br />

is the weekly newspaper.<br />

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MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

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of<br />

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forumworkshop<br />

FORUM WORKSHOP<br />

Any community, even a god-sized neighborhood<br />

within a city, has its own weekly newspaper.<br />

Again, if it’s distributed where those you<br />

want to reach live, it will provide a way to<br />

stretch your advertising dollar and reach only<br />

those you need to reach.<br />

When investigating your print options, don’t<br />

think only in terms of area newspapers. Many<br />

other publications provide an inexpensive alternative<br />

to spending with your major daily.<br />

Freely distributed shoppers, Pennysavers, and<br />

local entertainment guides all accept retail advertisements<br />

that will be seen by a large number<br />

of people. If your store targets a particular<br />

age group, you can save money and strengthen<br />

your message by talking directly to them in<br />

publications only they read. College newspapers<br />

provide an ideal and relatively cheap<br />

forum for reaching young consumers. Some<br />

communities have their own papers for mature<br />

readers, or specific ethnic groups.<br />

<strong>Magazine</strong> advertising, particularly<br />

in slick regional or city<br />

publications, represents an entirely<br />

different tool from<br />

The<br />

newspaper advertising. For<br />

one thing, space in these publications carries a<br />

higher price, and they don’t lend themselves to<br />

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The newspaper will be read in a day; the magazine<br />

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forumworkshop<br />

FORUM WORKSHOP<br />

The magazine, like the billboard, works better<br />

as a forum for generic advertising, for perception<br />

building. With a magazine you’ll also be<br />

reaching a more exclusive audience. If you<br />

want to reach affluence, you can do it on those<br />

glossy pages. If your business is geared more<br />

toward every man, stick with the newspaper.<br />

IT’S CONSISTENCY THAT COUNTS<br />

MOST WITH PRINT ADVERTISING<br />

Whatever print media you settle on, consistency<br />

is what counts in your advertising. Even<br />

where everyone reads the newspaper, not<br />

everyone reads the paper every day. The occasional<br />

ad is often missed. If you advertise consistently,<br />

sooner or later you ad will be seen by<br />

all. With a monthly or weekly publication, the<br />

decision on when to advertise is already made:<br />

Put an ad in every issue. With a<br />

<br />

daily newspaper, though, you<br />

must be more selective. Your ad<br />

should appear at least once a<br />

week. Which is the golden day?<br />

Most papers have a higher circulation on Sunday,<br />

so that may make it the day of choice. But<br />

that’s also the day the newspaper has the most<br />

ads vying for the shoppers’ attention. If yours is<br />

small, it could be missed. The papers toward<br />

midweek grow fatter as grocery stores place<br />

their ads. That helps increase readership, but<br />

again there are lots of ads in competition.<br />

There’s something good and bad to be said<br />

about advertising any day of the week. What<br />

you, as your store’s advertising agent, need to<br />

do is decide what day of the week you’ll advertise,<br />

then stick with it.<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 41

forumworkshop<br />

FORUM WORKSHOP<br />

Don’t leave the ad placement up to the newspaper.<br />

Request that your ad run in the section of<br />

the paper you expect your customers will read<br />

most closely: for example, the business section<br />

if you’re selling office equipment, or the society<br />

pages if you specialize in fine china. Run the ad<br />

in the same place on the same day every week.<br />

After a while, the people you want to reach will<br />

turn there automatically to see what you’re offering<br />

this week.<br />

Print advertising should always present shoppers<br />

with a compelling reason to visit the store.<br />

The message may be a new product,, a sale<br />

price, or a 3-day event, but the ad should convey<br />

a sense of urgency that will motivate the<br />

shopper. In competitive industries, retailers<br />

often use “laundry lists” of product names, key<br />

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is simple and direct: Here’s what we’re<br />

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the store. Once there, they hope to step shoppers<br />

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strategy you use, your print ads should always<br />

promote a particular item and event, and the<br />

store in general.<br />

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If mail-order sales figure<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 43

forumworkshop<br />

FORUM WORKSHOP<br />

In many retail specialties, mail order is the most<br />

competitive part of the marketplace. Unless<br />

yours is a one-of-a-kind store catering to a select<br />

customer base, you can lose your hide<br />

going head to head with national mail-order retailers.<br />

Price is their only game; if your price<br />

isn’t the lowest among the ads, you won’t get<br />

the sale. If you must rely on mail order, you’ll<br />

be advertising in specialty publications. Use the<br />

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ADVERTISING ON THE AIRWAVES<br />

IS DIFFICULT TO MASTER<br />

Page 44 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Advertising on commercial airwaves,<br />

be it radio or TV, can<br />

prove a more difficult process<br />

for the retailer. For one thing,<br />

commercial advertising on television<br />

in general, and radio in the major markets,<br />

is even more expensive than putting your<br />

message in print, and the need for advertising<br />

frequency is greater. Once it appears, the print<br />

ad remains accessible to your audience as long<br />

as the paper or magazine is around the house.<br />

With broadcast media, however, the inattentive<br />

consumer may miss your full message the first<br />

time he or she is exposed to your ad. And<br />

there’s no guarantee everyone you want to<br />

reach is listening or watching any single time<br />

the ad airs. In order to reach them all, it must<br />

run several times throughout the day, or week.<br />

The expense quickly adds up. continued...<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 45

FORUM WORKSHOP<br />

forumworkshop<br />

Add to that the high cost of production. A<br />

poorly produced ad on television reflects back<br />

on the retailer in a negative way. Even if you<br />

could afford to have your commercial professionally<br />

produced, you probably can’t afford to<br />

run it often during those prime viewing hours<br />

when your customers sit before the tube.<br />

Some retailers use cable television advertising<br />

as a more cost-effective way of reaching their<br />

audience, running a series of ads on the channel<br />

or during the program that has a direct connection<br />

with their core business. It makes sense<br />

for the crafts store to advertise<br />

during the “How<br />

<br />

to Paint” half hour, and<br />

for the hardware store to<br />

state its case during the<br />

gospel,<br />

home improvement show.<br />

But even these targeted efforts can prove costly<br />

for the retailer on a limited budget. And the impact<br />

of the advertising may not be measurable<br />

for some time. You’re better served by trying to<br />

wrangle a guest appearance on the local talk<br />

show to discuss basic techniques. Or to spend<br />

your time and money putting together your<br />

own instructional program to air on the local<br />

cable-access channel. Later on, when your business<br />

is well established, you can afford to<br />

spend for TV advertising. In the beginning,<br />

your money may be better spent with radio.<br />

One of the nice things about radio is that it’s<br />

easy to segment the market. There are as many<br />

station formats as there are customer types:<br />

jazz, rock, adult contemporary, easy listening,<br />

all news, all talk, all sports, country, etc.<br />

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Page 46 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 47

forumworkshop<br />

FORUM WORKSHOP<br />

Your target customers probably listen to only a<br />

combination of a few station formats. But even<br />

if you can make an educated guess as to what<br />

stations your shoppers listen to, guessing when<br />

they listen poses a bit more of a challenge. If<br />

they’re morning listeners, when in the morning?<br />

Some people drive to work, others commute<br />

by train. Are they listening between<br />

6:00am & 7:00am, or between 7:00am &<br />

8:00am? Any doubts means your commercial<br />

should air both hours, and every day during<br />

the week. Radio gets results, as long as your<br />

message is consistent<br />

and airs on a regular<br />

basis. But be careful,<br />

you can expend your<br />

whole budget working<br />

toward that.<br />

<br />

possible.<br />

When an ad appears in print, people must<br />

refer back to it. Similarly, the first time someone<br />

hears or sees an ad over the airwaves, they<br />

probably miss part of the message, or aren’t<br />

completely sure of what it said. They need to<br />

be exposed to it more than once for it to have an<br />

impact. Even then, unless you’re shouting<br />

about some sale of a limited duration, it may be<br />

a while before they respond. And that response<br />

is difficult to measure. When you’re operating<br />

on a tight budget, and trying to stretch the impact<br />

of your ad dollars, the commercial airwaves<br />

can quickly use up what you’ve got to<br />

spend. Unless your store is situated in a very<br />

small market, the cost of airtime is expensive.<br />

And that expense is compounded by your need<br />

to get that message on the airwaves as often as<br />

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Page 48 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 49

FORUM WORKSHOP<br />

forumworkshop<br />

TV & radio commercials work when you want<br />

to make that big initial splash or your store’s<br />

success allows the budget to fund an ongoing<br />

broadcast advertising campaign. These expenditures<br />

should figure into your total marketing<br />

campaign, but not as its major components.<br />

There’s just too much at stake and too little to<br />

spend for you to take the chance.<br />

DETERMINING HOW MUCH YOUR<br />

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determine what it will cost you to advertise.<br />

Contact the advertising department of the print<br />

and broadcast media that interest you and your<br />

request their media kit. Those that don’t have a<br />

media kit should be able to supply you with a<br />

rate card. As the name implies, it details the<br />

rates charged for ads of different sizes in print,<br />

or lengths, with broadcast media. Advertising,<br />

like everything else, is cheaper when you buy<br />

in bulk. When you commit to a schedule of several<br />

ads, the total package will be higher, but<br />

the cost per ad will be significantly lower.<br />

The rate card tells only half the story, though,<br />

about what you’re getting for your money.<br />

Every media representative should be able to<br />

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description of the audience you’ll be<br />

reaching by advertising through that vehicle.<br />

Never agree to any ad schedule<br />

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Page 50 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 51

FORUM WORKSHOP<br />

forumworkshop<br />

The closer the match, the better the choice.<br />

When none exists, or there are so few people<br />

you’ll be reaching, you may want to consider<br />

alternative approaches to advertising.<br />

DIRECT MARKETING<br />

Many retailers, through a costly process of trial<br />

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to be their most efficient tool for communicating<br />

with their target audience. The wisdom of<br />

this approach should be immediate and obvious<br />

to the retailer opening a specialty store.<br />

Other forms of advertising take their message<br />

to a wide audience, in hope of reaching the few<br />

who might buy from the store. Direct or target<br />

marketing focuses the effort only on those you<br />

know to be your best sales prospects. You may<br />

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Page 52 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 53

forumworkshop<br />

FORUM WORKSHOP<br />

A simple postcard, containing the same information<br />

you’d include in an ad, may be all it<br />

takes. In many cities and suburbs, marketing<br />

companies put together promotional packages<br />

containing coupons from a variety of businesses,<br />

sent to all the households in the area.<br />

Whether you buy into one of these packages or<br />

conduct your own direct mail campaign, it’s always<br />

good to include a coupon as it allows you<br />

to measure the effectiveness of the effort.<br />

Direct mail can prove even more effective when<br />

you combine your advertising with information<br />

that will be of interest to the recipient.<br />

Since you know the people on your mailing list<br />

are interested in what you sell, you should<br />

present yourself as the expert in that category.<br />

An informative newsletter describing trends in<br />

the category, highlighting new merchandise,<br />

Page 54 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

and demonstrating how the recipient may get<br />

more from that interest will strengthen perceptions<br />

of the store and keep the channels of communication<br />

open between you and your<br />

customer.<br />

REACHING INTERESTED PARTIES<br />

THROUGH TELEMARKETING<br />

✆People who enjoy hearing<br />

from the store in the mail<br />

probably won’t appreciate<br />

hearing from you over the<br />

telephone. Most people resent<br />

a telephone call from a<br />

stranger as an unwelcome invasion of privacy.<br />

Telephone sales, as a means of attracting new<br />

customers or strengthening ties with the old,<br />

are a risky venture.<br />

continued...<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 55

FORUM WORKSHOP<br />

forumworkshop<br />

Unless you’re sponsoring a special event for<br />

special customers – by invitation only – consider<br />

the telephone dial off limits for promoting<br />

the start-up. It’s one thing to take orders<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 57

FORUM WORKSHOP<br />

forumworkshop<br />

The paper catalog, cherished by generations<br />

of shoppers, is already yielding to its electronic<br />

replacement, distributed on CD-ROM.<br />

People are learning to get product information<br />

by computer connection or on the home screen,<br />

via dedicated retail shows and networks or a<br />

video “infomercial.” Readers of tomorrow’s<br />

electronic morning newspaper will predetermine<br />

content, and the paper they view will<br />

carry advertising specific to their income, interests,<br />

and household demographics.<br />

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your message, and who they are.<br />

Marketing professionals also continue to devise<br />

new ways to package advertising messages for<br />

the general public. Some stores and businesses<br />

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as an opportunity to talk about their business<br />

or services. Expected to be able to buy “hold<br />

time” over the telephone lines as you would<br />

buy commercial time on the radio today. Supermarkets<br />

and grocery stores already experiment<br />

with electronically activated video screens that<br />

promote products as the shopper walks past<br />

them in the store. That same screen could carry<br />

sales prompts for other products and businesses<br />

as well.<br />

There’s already talk of celestial billboards,<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 59

FORUM WORKSHOP<br />

forumworkshop<br />

<br />

As you explore the new<br />

marketing tools of the information<br />

age, be sensitive<br />

to the fine line<br />

between service and nuisance.<br />

Promotion serves<br />

when it provides information<br />

the consumer wants. There’s much talk<br />

now about relationship marketing in the future,<br />

and of targeting the consumer with marketing<br />

messages for particular products and services<br />

based on that consumer’s or household’s purchase<br />

profile. While there’s truth in trends, the<br />

retailer must also keep in mind that shopping is<br />

one of the principal ways we exercise our individuality<br />

in our society. Assume too much<br />

about the consumer, to the point that you begin<br />

to dictate what he or she should be buying, and<br />

you’re courting a backlash.<br />

The promotional push that has worked and<br />

will continue to work is telling shoppers everything<br />

they need to know about the store and its<br />

products, without dictating they buy there.<br />

People want to make that decision themselves.<br />

Your promotional push should convince people<br />

they’re making the right choice when they<br />

shop with you.<br />

PUTTING IT ALL TOGETHER<br />

Equipped with a working knowledge of the<br />

basic promotional tools available to you,<br />

you can start devising a marketing program<br />

to tell the world about your store. The best<br />

strategy operates as a coordinated effort<br />

in the three spheres of promotion.<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 61

FORUM WORKSHOP<br />

forumworkshop<br />

<br />

You want to generate as much<br />

free publicity as possible through<br />

public relations, come up with the<br />

creative ideas that lend themselves<br />

to effective promotions,<br />

and use the appropriate advertising media mix<br />

to get your message to the right people.<br />

Page 62 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

During your first year of operations, approach<br />

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Then build on that with an ongoing promotional<br />

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support as you address the unique marketing<br />

challenges of the start-up store.<br />

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In all you do to promote business during your<br />

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before you can identify the promotional<br />

mix that best serves your store, so you want to<br />

test the effectiveness of each marketing option<br />

as you use it. What you learn now will guide<br />

your future campaigns.<br />

With PR, keeping track is relatively<br />

simple. Send out your releases, and<br />

wait and watch for results.<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 63

FORUM WORKSHOP<br />

forumworkshop<br />

Track all the news organizations receiving your<br />

release to see if it’s been picked up. If you have<br />

any doubts, call the station or paper and ask the<br />

news or business editor if the information was<br />

used, and if so, when and where. Keep a scrapbook<br />

of clippings and notes of appearances and<br />

inquiries. Promotions prove more difficult to<br />

gauge, much of it a matter of monitoring store<br />

traffic and measuring how individual promotions,<br />

in media and at the point of sale, affect<br />

sales of the featured items. With advertising in<br />

any form, one of the best ways to measure effectiveness<br />

of individual ads is to build in an<br />

enticement that encourages feedback. The easiest<br />

way is to include a coupon in the print ad<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 65

forumworkshop<br />

FORUM WORKSHOP<br />

That’s why it’s important to write up an advertising<br />

strategy and budget for the first year,<br />

and keep detailed records of what you spend,<br />

where, and when. Then compare each investment<br />

with the shopper responses it generates.<br />

What you’ll learn from your customers should<br />

guide you on spending and where to put your<br />

promotional dollars. If a 3rd of customers tell<br />

you they learned of the store from a billboard,<br />

and it only represents 10% of your spending,<br />

you’ll know it’s an especially effective medium.<br />

It’s also one in which a substantial increase in<br />

spending might be justified. Sometimes the results<br />

of your advertising may be immediately<br />

apparent: Your commercials start<br />

☛<br />

airing on radio, and the next day<br />

there’s a line outside your door.<br />

That would mean it’s time to shift<br />

more of your budget to radio.<br />

By the end of the first year, the records you<br />

keep, detailing the direct impact of advertising<br />

on store activity, combined with monthly<br />

breakdown of sales, will enable you to devise a<br />

promotional strategy based on realistic expectations<br />

and need, by the month or even week.<br />

The promotional budget and what it allows<br />

will differ for every retailer in every market.<br />

Planning ahead, budgeting your promotional<br />

spending, and setting up a system that allows<br />

you to measure its impact will enable you to<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 67

FORUM WORKSHOP<br />

forumworkshop<br />

Determining your marketing needs begins<br />

with an assessment of your budget. You can<br />

only afford what your resources allow. Return<br />

to your business plan and consider the numbers<br />

factored in for your annual marketing<br />

budget and the Grand Opening. Remember:<br />

Opening day should make a big splash, and the<br />

marketing wheels should be turning at least 2<br />

weeks before the event to guarantee a crowd.<br />

Work up a press release about the store opening<br />

and send it to area media. Use this to explain<br />

what the store will sell, its hours of operation,<br />

and when the store officially opens. Describe<br />

anything special you’re doing for the Grand<br />

Opening, like free balloons for the kids, giveaways,<br />

contests, and the like. Advise recipients<br />

of the release when the ribbon-cutting ceremonies<br />

will take place and what local dignitaries<br />

will be on hand for the festivities. If it’s a<br />

slow news day, the papers will send a photographer<br />

out. Make sure you hire your own photographer<br />

for the occasion just in case they<br />

don’t. If you can submit a quality photo of the<br />

ribbon cutting to the paper, with everyone in<br />

the picture identified, odds are in your favor it<br />

will be used. Of course, the better known the<br />

dignitaries in attendance, the better your<br />

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Send invitations at least 2 weeks before the<br />

event, and follow up with a phone call to their<br />

offices.<br />

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Page 68 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 69

FORUM WORKSHOP<br />

forumworkshop<br />

Order your premiums well in advance, looking<br />

for those with staying power. Your immediate<br />

promotional challenge is to get the store<br />

name out there in front of as many people as<br />

possible. Make sure you have bags with the<br />

store name and logo printed in time for the occasion.<br />

Consider with hourly prizes always encourages<br />

good turnout and can help get your<br />

database started. Have store visitors fill out a<br />

form and drop it in a bowl. Offer top prizes of<br />

merchandise and gift certificates, and secondary<br />

prizes of walking advertisements, such as<br />

shirts, hats, or canvas bags with the store name.<br />

It helps to make your grand opening a sales<br />

event, with sales keyed around a featured<br />

product. Storewide sales for the start-up work<br />

against you at this point as they establish shopper<br />

expectations for discounts. Better for prices<br />

Build Your Own<br />

to start high and come down than to start low<br />

and climb. Feature a few key items at opening<br />

day sale prices to kick off what should be the<br />

store’s cyclical sales program.<br />

When planning your opening day promotions,<br />

remember who your store aims to serve. If your<br />

specialty appeals to a more affluent, sophisticated<br />

audience, consider the merits of a more<br />

subdued grand opening celebration. Host a tea<br />

or wine & cheese party that’s<br />

<br />

more a showcase of what you sell<br />

than a daylong selling circus.<br />

Advertising is the toughest part of the kickoff<br />

and the element that will cost you the most.<br />

The advertising attending you Grand Opening<br />

must promote the event and let the world<br />

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MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 71

FORUM WORKSHOP<br />

forumworkshop<br />

Get your signs around the store in place as soon<br />

as possible, and make sure there’s a big one in<br />

the store window announcing the Grand Opening<br />

and the date. It will probably work to your<br />

benefit now to invest in a high-visibility billboard<br />

for at least 4 weeks preceding and following<br />

your big event. It should feature a<br />

generic message about the store, its location,<br />

and your specialty. Include a teaser in one corner<br />

stating “Coming soon,” with the date of the<br />

Grand Opening. On that date the teaser should<br />

change to “Now Open.”<br />

✔<br />

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SPEND FOR ANOTHER<br />

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campaign, at least every other day, for the week<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 73

FORUM WORKSHOP<br />

forumworkshop<br />

If there’s an identifiable core group of shoppers<br />

you’re targeting with the store, contact them<br />

through the mail. Design the card so it looks<br />

like an invitation, and encourage<br />

them to bring it<br />

✍<br />

in for a special contest.<br />

Collect the cards and<br />

you’ve got a list of people<br />

who responded to your<br />

first direct mail effort.<br />

If your budget allows, sample the effectiveness<br />

of broadcast media with commercials announcing<br />

the store opening. Use the station’s or stations’<br />

market breakdown to decide which to<br />

use, and pay for the heaviest campaign you can<br />

afford for at least a week, commencing at least<br />

one day before the opening.<br />

If the broadcast campaign is to have any impact,<br />

your commercials must air for at least a<br />

week or there’s no guarantee your ads will<br />

have any impact. Remember, the broadcast<br />

media represent the most expensive advertising<br />

vehicle in most market areas. Make sure<br />

you’ve thoroughly investigated less expensive<br />

but reliable alternatives like print or billboards<br />

before committing to a commercial campaign.<br />

If you decide to use TV or radio, use this as an<br />

opportunity to test the impact of the media and<br />

stations in your area. Track the results. That’s<br />

as far as you want to go experimenting with advertising<br />

media for your Grand Opening.<br />

Spend on the medium that’s already proven<br />

first. Opening day is not a time to play. You<br />

want to use those tools you have a reasonable<br />

assurance will deliver shoppers when you<br />

open the store.<br />

continued...<br />

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Page 74 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 75

FORUM WORKSHOP<br />

forumworkshop<br />

Once you’ve got the business up & running,<br />

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Early on, you want guaranteed impact for<br />

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Ask about any premiums<br />

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continued in next issue ...<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 79

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Page 82 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE

The Complete Guide to Making Money at Auctions!<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 83

Start Your Own<br />

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Page 84 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

• Surplus Business Equipment<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 85

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Page 86 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Page 86

Trade<br />

MaGaZINeS<br />

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Page 87 87<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 87

USA Closeout Directory<br />

Now, more than ever, it is essential for the success of your merchandising business to buy<br />

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USA Closeout Directo-ry shows you how and most<br />

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Page 88<br />

Page 88 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Business Directories

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How to Find,<br />

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Page 89<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 89

Wholesale Gift Guide<br />

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USA Mail Order Catalogs<br />

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Up-to-date and easy-to-use directory<br />

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Accessories<br />

Sourcing Directory<br />

The comprehensive directory provides<br />

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Order No. 121 $150.00<br />

Order No. 122 $100.00<br />

1-800-635-7654 Business Directories<br />

Page 90 MAY <strong>2022</strong> | RETAILERS FORUM MAGAZINE<br />

Page 90

APPAREL<br />

BUSINESS DIRECTORIES<br />

Fabrics, Services, Trims<br />

This up-to-date directory solves your<br />

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Apparel Contractors (USA Edition)<br />

1-800-635-7654 Page 91<br />

Directory of Brand Name Apparel<br />

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Upj-to-date guide created specifically for the smaller design houses and home sewing<br />

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Apparel Business Directories<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 91

FORUM PUBLISHING CO.<br />

383 E. Main St. Centerport, N.Y. 11721<br />

T: 631-754-5000<br />

F: 631-754-0630<br />

E: <strong>Forum</strong>Publishing@aol.com<br />

Credit Card ORDERS: 800/635-7654<br />

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Order by phone<br />

1-800-635-7654<br />

You’ll save time ordering by phone instead<br />

of mail. Speak with our knowledgeable<br />

salespeople who will assist<br />

you in placing your credit card order. If<br />

you have questions about our products,<br />

call Customer Service: (631)754-5000<br />

Mon-Fri 10am-5pm EST.<br />

Your Name and Address<br />

Order by mail<br />

Please complete all information so we<br />

can fill your order promptly. We gladly<br />

accept checks, money orders and<br />

major credit cards. If charging from<br />

your credit card, please SIgn the order<br />

form where indicated and supply<br />

your complete number and expiration<br />

date. Sorry we do not accept C.O.D<br />

or stamps. Checks must clear bank<br />

before orders can be shipped.<br />

Order by Fax<br />

631-754-0630<br />

When charging purchases to your<br />

credit card, it is easy to send us your<br />

completed order form via Fax<br />

Delivery Information<br />

Books and cassette programs will be<br />

shipped within 1-5 working days.<br />

Allow 6-8 weeks for magazine subscriptions<br />

Order Online<br />

www.bizbooks.org<br />

We download orders hourly and<br />

process within 24 hours.<br />

Sales Policy<br />

Books and Cassette programs are<br />

sold as information only and are<br />

guaranteed as represented in this<br />

catalog. All items in this catalog<br />

are sold on a non-refundable basis.<br />

NAME _________________________________________________________________________________________________<br />

ADDRESS_________________________________________________________________________________________________<br />

CITY_______________________________________________________________STATE<br />

ZIP<br />

PHONE NUMBER (_______) ______________________________ EMAIL ___________________________________________<br />

What Books Would You Like?<br />

PG QTY NUMBER TITLE PRICE<br />

SHIPPING<br />

CHARGES<br />

ALL ORDERS ADD $7.00 1st BOOK<br />

$4.00 EA. ADD’L BOOK<br />

CANADIAN $4.00 EA. SHIPMENTS: ADD’L $11.00 BOOK 1st BOOK<br />

$ 8.00 EACH ADDITIONAL<br />

Orders for SAMPLE COPIES of magazines:<br />

OUTSIDE OF USA: ORDERS CAN BE SHIPPED USING YOUR FEDEX<br />

DO NOT OR UPS ACCOUNT add shipping NUMBER ONLY charges<br />

Payment Information Goes Here<br />

CANADIAN SHIPMENTS:<br />

$11.00 1st BOOK • $8.00 EACH ADD’L<br />

OUTSIDE OF USA:<br />

ORDERS CAN BE SHIPPED USING YOUR<br />

FEDEX OR UPS ACCOUNT NUMBER ONLY<br />

SUBTOTAL<br />

NYS SALES TAX<br />

SHIPPING<br />

TOTAL<br />

CHECK MONEY ORDER AMEX MASTERCARD VISA DISCOVER<br />

ACCOUNT NUMBER<br />

SIGNATURE X ________________________________________________________<br />

EXPIRATION DATE<br />

ALL BOOKS ARE SOLD AS INFORMATION<br />

ONLY ON NON-REFUNDABLE BASIS<br />

1-800-635-7654 Page 3992<br />

Order Form

THE ULTIMATE<br />

WHOLESALE RESOURCE!<br />

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Access to:<br />

• Free Monthly Trade<br />

<strong>Magazine</strong>s<br />

• Articles For Your<br />

Business<br />

• Hot Products<br />

Review<br />

• USA’s Leading<br />

Wholesaler Search<br />

WholesaleSources.com<br />

your search engine for everything wholesale!<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2022</strong> Page 93

MAY <strong>2022</strong><br />

FORUM PUBLISHING COMPANY<br />

383 East Main St., Centerport, NY 11721<br />

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