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Retailers Forum Magazine May 2023 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. 43 NO. 01<br />

MAY <strong>2023</strong><br />

FORUM<br />

FORUM<br />

FORUM<br />

FORUM<br />

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


Want More Info? Circle #07 on page 11 • www.Vendor411.com<br />

Page 2 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


ENTICE Your CUSTOMERS with a<br />

COMPLETE Bedroom Solution<br />

NEW with COOLING Technology<br />

PILLOWS - 25% of body weight is on the pillow,<br />

getting the right pillow<br />

with a new mattress will improve sleep<br />

SHEETS - 73% of customers<br />

that purchase a new mattress<br />

will buy a new sheet set within<br />

the next 3 days, give them all<br />

they need!<br />

CARRYING A QUALITY BEDDING<br />

LINE IN YOUR STORE WILL:<br />

• Increase sales<br />

• Finalize more deals<br />

• Increase foot traffic<br />

• Increase customer base<br />

• Get more happy customers<br />

FULL LINE OF COMFORTERS<br />

MATTRESS<br />

PROTECTOR<br />

You wouldn't sell a car<br />

without insurance. Don't sell<br />

a mattress without a<br />

mattress protector<br />

Want More Info? Circle #21 on page 11 • www.Vendor411.com<br />

Call for your FREE Clara Clark catalog today!<br />

845.738.4832 845.533.4590<br />

www.claraclark.com cs@sanderscollection.com<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 3


EVERYTHING E-CIG<br />

WE HAVE IT ALL:<br />

STARTER KITS - BATTERIES & CHARGERS - MODS & RBAS<br />

TANKS & ATOMIZERS - PARTS & ACCESSORIES - E LIQUIDS<br />

SMOK Vape Pen V2 60W<br />

AIO Starter Kit $15.95<br />

Air Factory Salts Tropical<br />

Grapefruit TFN 30ml $9.99<br />

Vaporesso Sky Solo AIO Vape Pen Starter Kit<br />

$15.99<br />

SMOK Species V2<br />

Starter Kit - 230W TC<br />

Touchscreen Mod With<br />

TFV8 Baby V2 Tank<br />

$27.95<br />

OG Island Fusion<br />

(KiBerry Killa) by<br />

Keep it 100 E-Liquid<br />

$9.99<br />

GeekVape<br />

OBELISK 120W Kit<br />

Shingen RDA by Tendou Vapor<br />

$63.99<br />

$10.99<br />

ESTABLISHED 2011 • NEW WHOLESALERS WELCOME • WORLDWIDE SHIPPING - USA HEADQUARTERS<br />

www.LightECig.com<br />

Page 4 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


WHOLESALE<br />

Costume Club<br />

• Disposables<br />

• Atomizers<br />

H2 E-Cig Round<br />

Mouth Atomizer<br />

$1.85<br />

• Kits<br />

• E-Cig Ba teries<br />

5mL Bo tle<br />

Liquid E-Juice<br />

for E-Cig $1.30<br />

E-Case w/2<br />

Cigare tes + 1 USB<br />

Charger $10.50<br />

1 0’S IN STOCK<br />

All Occassions<br />

Fast Same Day Shipping<br />

Flat Rate Delivery<br />

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

10cartridges, Wa l, USB,<br />

Car Chargers $6.50<br />

• E-Liquids<br />

• E-Cig A ce sories<br />

Round Mouth E-Cig<br />

3.5ml Atomizer Set<br />

w/Coil Heads $3.83<br />

SHISHA Zero<br />

Nicotine Disposable<br />

E-Cig $3.45<br />

This is a Buying Guide for<br />

RETAIL STORE OWNERS<br />

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

country’s leading merchandise wholesalers. The advertisers<br />

herein sell strictly wholesale and require that you purchase with<br />

the intent of reselling through retail channels.<br />

Sell to over 60,000<br />

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

631/754-5000<br />

DRESS UP FOR<br />

PROFITS!<br />

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

Every Day’s A Treat!<br />

See our ad on page 28<br />

www.USACostumers.com<br />

Light Up WithoUt<br />

Lighting Up!<br />

LOGIC WHOLESALE<br />

see our ad on page 37<br />

Start.<br />

Electronic<br />

Cigarettes<br />

Full Service Wholesaler • We Ship Worldwide<br />

Grow.<br />

Repair.<br />

Our specialty is helping sma l and<br />

mid-sized busine ses achieve su ce s.<br />

Contact us for fr e consultation.<br />

1-800-433-7002<br />

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

Always Be<br />

Fashionable<br />

FASHIONABLE<br />

SALES<br />

See our ad on Pg 63<br />

www.Lightecig.com<br />

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

SMALL<br />

BUSINESS<br />

CONSULTING<br />

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

Ad on Page 18<br />

INDEX<br />

ADVERTISERS INDEX<br />

AUGUST 2022<br />

BLING IT ON!<br />

HipWholesale.com<br />

See our ad on Page 27<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 />

FIND THE FINDS<br />

Northport, NY<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 />

APPAREL<br />

1 STOP WHOLESALE ........ 35<br />

BLANK TEES. ............... 28<br />

BOUTIQUE CLOSEOUTS. ..... 51<br />

CAPSMITH ............. 20-21<br />

CLOTHINGWARE ........... 71<br />

DD BULK ................... 60<br />

FASHIONABLE<br />

FASHIONABLE SALES. ....... 63<br />

WATCHES<br />

SNEAKY SAVINGS ON SNEAKERS<br />

SKMEI 1463 Fashion Women<br />

Watches W/ Leather Strap<br />

$14.99<br />

FLIRTY WHOLESALE ........ 24<br />

KARMA CIRCLE. ............ 03<br />

SCARF WAREHOUSE ........ 84<br />

For Men & Women<br />

See Our Ad On PAge 59<br />

SKMEI 1258 Digital Sport Watch<br />

For Men W/ 50m Waterproof<br />

SKMEI 9178<br />

Creativity Sku l<br />

Quartz Watch<br />

For Men<br />

$16.99<br />

SKMEI 1704 Elegant Girl Clock<br />

W/ Japan Quartz Movement<br />

$18.99<br />

$13.99<br />

STYLISH PLUS .............. 45<br />

T SHIRT REP ................ 88<br />

UIN DEALS ................. 61<br />

LINKS<br />

SKMEI 123 Fashion<br />

Casual Sport Watch<br />

W/ Stainle s Steel Strap<br />

Liebig L1013 Japan Quartz<br />

Movement Golden Watch<br />

$13.99<br />

$15.99<br />

UNIVERSE WHOLESALE. ..... 47<br />

USACOSTUMERS.COM ...... 28<br />

ASSORTED ITEMS<br />

AUCTION FINDER ........... 34<br />

BEAN WHOLESALERS ....... 24<br />

DINO DROPSHIP . . . . . . . . . . . . 57<br />

DOBA DROPSHIP ........... 15<br />

EVERYTHING CLOSEOUTS ... 70<br />

EZ DROPSHIP. .............. 68<br />

FIND IT ASIA. ............... 86<br />

LIEBIG L2004 Quartz Watches<br />

For Men<br />

$17.99<br />

SKMEI 1419 Simple Style<br />

Women Quartz Watches<br />

$12.99<br />

MEGA UBID ................ 74<br />

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

SWEET WHOLESALERS ...... 55<br />

TOP TEN WHOLESALE ....... 83<br />

BOOKS<br />

AUCTION BOOK ............ 80<br />

BUYERS CONTACTS ......... 79<br />

CLOSEOUT DIRECTORY ..... 89<br />

HIDDEN WEALTH ........... 82<br />

TRADE PUBLICATIONS ...90-96<br />

CANDY<br />

SWEET WHOLESALERS ...... 55<br />

CELLULAR<br />

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

SKMEI 1676 Simple Watches<br />

For Men IP68 W/ Leather Strap<br />

WHOLE-CELL .............. 73<br />

$15.99<br />

SKMEI 1690<br />

Quartz Watches For Womens<br />

W/ Rhinestone Decoration<br />

$16.99<br />

COMPUTERS<br />

REFURB SHOPS ............. 32<br />

CONSUMER ELECT.<br />

SKMEI 1722 Ladies<br />

Quartz Analog Silicone<br />

Wrist Watch<br />

FIND IT CHINA .............. 65<br />

$15.99<br />

FAST SHIPPING - 100% GUARANTEED AND WARANTEED - FAST SHIPPING<br />

ALL CREDIT CARDS ACCEPTED - WE SHIP WORLDWIDE - WHOLESALERS WELCOME<br />

CREDIT CARD<br />

PROCESSING<br />

EXP MERCHANT ............ 81<br />

SKMEI 1703 Fashion Flower Shape<br />

Dial Ladies Quartz Clock<br />

W/ 30m Waterproof<br />

$17.99<br />

www.TimeWholesalers.com<br />

We make it easy to find products and suppliers<br />

without having to flip through entire magazine<br />

1. Check the INDEX on Pages 6 & 7.<br />

2. Find the Product Category and View the Various Companies.<br />

3. CLICK on the Company you’re interested in and their Ad Page<br />

will Open Immediately.<br />

Found an ad that Interests you and want to know more?<br />

1. CLICK on the website in the ad and you will open the<br />

company’s website.<br />

2. CLICK on an email in the ad and you can send a message<br />

ALL WEBSITES AND EMAILS IN EVERY AD ARE LIVE LINKS.<br />

JUST CLICK ON THEM!<br />

RESPONDER<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 />

Many companies are enrolled in our Reader Response<br />

Program (Page 11). You can contact multiple<br />

companies with 1-CLICK!<br />

1. Find the Reader Response Banner in an Ad.<br />

2. CLICK on the banner and it will open up an Inquiry Form.<br />

3. Select Companies you want FREE CATALOGS and Info from.<br />

4. You can also access this FREE Program on Page 11<br />

or www.Vendor411.com directly.<br />

FORUM PUBLISHING COMPANY<br />

CONTACT US:<br />

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

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

FAX: 631-754-0630<br />

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

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

| MAY <strong>2023</strong> Page 5


Sell to over 60,000<br />

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

631/754-5000<br />

Start.<br />

Light Up Without<br />

Lighting Up!<br />

Full Service Wholesaler • We Ship Worldwide<br />

LOGIC • WHOLESALE<br />

Kits<br />

• E-Liquids<br />

Grow. See our ad on Page 75<br />

Repair.<br />

Our specialty is helping small and<br />

mid-sized businesses achieve success.<br />

Contact us for free consultation.<br />

see our ad on page 69<br />

1-800-433-7002<br />

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

www.USACostumers<br />

See our USACostumers.com<br />

ad on page 24<br />

• Disposables<br />

• Atomizers<br />

GOOAALL!<br />

All Your Sports Equipment<br />

at<br />

H2 E-Cig Round<br />

Mouth Atomizer<br />

$1.85<br />

5mL Bottle<br />

E- Liquid E-Juice<br />

for E-Cig $1.30<br />

SOLEEFFECT<br />

E-Case w/2<br />

Cigarettes + 1 USB<br />

Charger $10.50<br />

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

10cartridges, Wall, USB,<br />

Car Chargers $6.50<br />

www.Lightecig.com<br />

see our ad on Page 15<br />

BLING IT ON!<br />

HipWholesale.com<br />

SMALL<br />

BUSINESS<br />

CONSULTING<br />

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

Ad on Page 46<br />

100’S IN STOCK<br />

All Occassions<br />

Fast Same Day Shipping<br />

Flat Rate Delivery<br />

Electronic<br />

Cigarettes<br />

• E-Cig Batteries<br />

Round Mouth E-Cig<br />

3.5ml Atomizer Set<br />

w/Coil Heads $3.83<br />

• E-Cig Accessories<br />

SHISHA Zero<br />

Nicotine Disposable<br />

E-Cig $3.45<br />

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

SNEAKY SAVINGS ON SNEAKERS<br />

See Our Ad on Page 23<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 />

THE CEMENT POND<br />

Northport, NY<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 />

MAY <strong>2023</strong><br />

ADVERTISING<br />

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

APPAREL<br />

1 STOP WHOLESALE. ........ 67<br />

BLANK TEES. ............... 79<br />

BOUTIQUE CLOSEOUTS ...... 33<br />

CLOTHINGWARE ............ 45<br />

DD BULK ................... 26<br />

FASHIONABLE SALES. ....... 35<br />

FLIRTY WHOLESALE ......... 32<br />

SCARF WAREHOUSE. ........ 77<br />

STYLE IN FASHION .......... 18<br />

STYLISH PLUS .............. 59<br />

UIN DEALS ................. 39<br />

USACOSTUMERS.COM ....... 24<br />

ASSORTED ITEMS<br />

AUCTION FINDER. ........... 54<br />

BEAN WHOLESALERS ....... 26<br />

DINO DROPSHIP. ............ 27<br />

DOBA DROPSHIP ............ 63<br />

EVERYTHING CLOSEOUTS. ... 38<br />

EZ DROPSHIP ............... 34<br />

FIND IT ASIA ................ 82<br />

MEGA UBID ................. 64<br />

RAMSONS IMPORTS ......... 02<br />

SWEET WHOLESALERS ...... 47<br />

TOP TEN WHOLESALE ....... 81<br />

BOOKS<br />

AUCTION BOOK ............. 80<br />

BUYERS CONTACTS ......... 86<br />

CLOSEOUT DIRECTORY ...... 84<br />

TRADE PUBLICATIONS ..... 88-94<br />

CANDY<br />

SWEET WHOLESALERS ...... 47<br />

CELLULAR<br />

CELLCITY.BIZ ............... 57<br />

WHOLE-CELL ............... 71<br />

COLLECTIBLES<br />

PATTER’S COLLECTIBLES .... 18<br />

COMPUTERS<br />

REFURB SHOPS. ............ 40<br />

CONSUMER ELECT.<br />

FIND IT CHINA. .............. 51<br />

CREDIT CARD<br />

PROCESSING<br />

EXP MERCHANT. ............. 55


#1<br />

BUYING GUIDE<br />

FOR RETAIL STORES!<br />

DISPLAY/SUPPLIES<br />

& SERVICES<br />

AVVO ADVISORS ............ 78<br />

CC WAREHOUSE ............ 83<br />

E-STORE BUILDERS ......... 42<br />

E STORE SIGNS ............. 53<br />

E-STORE SITES ............. 50<br />

FB CAMPAIGNS ............. 36<br />

FORUM ADVISORS. .......... 46<br />

FUNDING OFFICES. .......... 70<br />

KWIK INC. .................. 74<br />

PAYROLL HELPER ........... 44<br />

PROTECTION PLANS. ........ 56<br />

RETAILERS BANK ........... 76<br />

SALES GROUP BAGS ........ 28<br />

SETON SIGNAGE ............ 85<br />

WHOLESALESOURCES.COM . . . . .<br />

INSIDE BACK COVER<br />

DROPSHIPPERS<br />

DINO DROPSHIP. ............ 27<br />

DOBA DROPSHIP ............ 63<br />

EZ DROPSHIP ............... 34<br />

E-CIGARETTES &<br />

SMOKE SHOP ITEMS<br />

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

LIGHT E CIG ................ 04<br />

View our 148 page Catalog online !<br />

www.RIOhio.com<br />

LOGIC WHOLESALE ......... 69<br />

USA VAPE DEALS ........... 43<br />

Hat Pins $6.00 dz<br />

$36.00 dz<br />

Garden Flags<br />

$48.00 dz<br />

Metal Signs<br />

$5.50 Each<br />

Tri-Fold<br />

$5.00 Each<br />

3’x5’Embroidered Flags<br />

$14.00 Each<br />

Belt Buckles<br />

$36.00 dz<br />

$9.00 dz<br />

FOOTWEAR<br />

Playing Cards<br />

$18.00 dz<br />

$24.00 dz<br />

$21.00 dz<br />

$18.00 dz<br />

5” Patches $36.00 dz<br />

$39.00 dz<br />

SNEAKER CLEARANCE ...... 23<br />

HANDBAGS<br />

Leather Wallets $5.50 each<br />

Garden Flags WindSocks<br />

48.00 dz $48.00 dz<br />

$18.00 dz<br />

$21.00 dz<br />

$36.00 ut 72 pcs<br />

BAG CLOSEOUTS ........... Magnets 3”x8” $18.00 25 dz<br />

BAG VENDORS. ............. 24<br />

HOME & HOUSEWARE<br />

CLARA CLARK .............. 03<br />

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

MERCHANDISE REP ......... 66<br />

RUG PROFITS. .............. 29<br />

RUSH SUPPLIERS ........... 60<br />

JEWELRY/ACCESSORIES<br />

BLING WHOLESALER .............37<br />

BODY CANDY HQ ................31<br />

BUND JEWELRY. .................61<br />

CLOSEOUTS FOR SALE ...........21<br />

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

HIP WHOLESALE .................75<br />

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

JEWELRY MINERS ................73<br />

SHAKE WHOLESALE. .............52<br />

UNIVERSE WHOLESALE ...........41<br />

ZIRCONIA .......................20<br />

Min.Order<br />

$150.00<br />

$4.50 Each<br />

$42.00 dz<br />

NOVELTY SELLER ........... 49<br />

Metal Sign<br />

$4.75 each<br />

$48.00 dz<br />

NOVELTIES<br />

CARTOON CONCEPTS ....... 58<br />

3pc Magnet<br />

$5.25 Each<br />

Metal Plates<br />

$27.00 dz<br />

$15.50 Each<br />

COOL GLOWING. ............ 65<br />

PPE SUPPLIES<br />

PPE STOCKROOM ........... 72<br />

R/C & TOYS<br />

8” x 12” Metal Signs<br />

$39.00 dz<br />

RC VARIETY .......BACKCOVER<br />

SOARING RC. ............... 62<br />

$4.00 each<br />

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

SPECIAL FEATURES<br />

FORUM WORKSHOP ......... 30<br />

Leather Bracelet $18.00 dz<br />

READER RESPONSE ......... 11<br />

Patches $18.00 dz<br />

Belt Buckles<br />

$36.00 dz<br />

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

SECURITY PRODUCTS<br />

Advertise in<br />

Metal Sign<br />

12”X18” $5.75 Each<br />

See Page 9<br />

12”x18” Metal Sign $5.25 each<br />

BUSINESS BOOKS<br />

www.BizBooks.org<br />

STYLE IN FASHION<br />

$36.00 ut/72pcs<br />

$15.00 dz<br />

Stylish & Fashionable<br />

Fashions<br />

from Around<br />

the World<br />

$6.00 dz Hat Pins Also<br />

See our Ad on Page 18<br />

sold by the<br />

Gigantic dozen! Selection<br />

of Variety Goods<br />

12” Metal Signs<br />

12”x18” Metal Signs $5.00 Each<br />

$5.50 Each<br />

RETAILING NEWS. $15.00 dz........... 14<br />

36 pcBiker Ring<br />

$24.00 dz<br />

Best Friend Necklace<br />

RAMSON’S<br />

$39.00 unit<br />

$24.00 dz/sets<br />

Belt Buckles<br />

WHAT’S See our Ad on Page 02<br />

$7.00 HOT Each ................ 12<br />

$42.00 dz<br />

SPORTING GOODS/<br />

OHIO KNIFE. ................ 13<br />

SOLEFFECT ................ 15<br />

SUNGLASSES<br />

AMSTYLE .................. 18<br />

TRADE SHOWS<br />

THE MARKET CENTER ....... 20<br />

WATCHES & CLOCKS<br />

TIME WHOLESALERS ........ 19<br />

WATCH DEALERS ........... 28<br />

WEDDING ITEMS<br />

SMARTEST BARGAIN ........ 22<br />

WELCOME NEW READERS!<br />

DROPSHIP TO PROFITS!<br />

Tri- Color Necklace $18.00 dz<br />

1000’s of Items<br />

See our ad on Page 63<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>2023</strong> | RETAILERS FORUM MAGAZINE


etailers<br />

ADVERTISING RATES<br />

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

1⁄8 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 />

1⁄8 Page: 2¼" high x 3¼" wide<br />

¼ Page: 4‚" high x 3¼" wide<br />

½ Page:<br />

Full Page:<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 />

✔ Monthly print and mail magazine<br />

✔ Online magazine and search marketing<br />

✔ Distribution at top trade shows<br />

4‚" high x 7" wide or<br />

9½" high x 3¼" wide<br />

9½" high x 7" wide<br />

FULL MARKETING PROGRAM INCLUDED >><br />

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

• Your ad is featured in our<br />

printed magazine circulated to<br />

buyers across the USA. Includes<br />

distribution at industry’s top trade<br />

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 free<br />

iPhone and Android APP. Imagine<br />

YOUR company right<br />

on the buyers phones!<br />

Reader Response<br />

• Generates leads from buyers interested<br />

in your products through a<br />

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 the<br />

industry’s leading search engine:<br />

www.supplier411.com<br />

• Saturation marketing coverage on<br />

our new wholesale portal: www.<br />

wholesalesources.com<br />

TOP INDUSTRY TRADE SHOWS <strong>2023</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 Thanksgiving to<br />

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 />

Celebrating Our 42 nd Anniversary<br />

WHERE does the time fly to? I think<br />

as we get older, we wonder about that<br />

more often than in our youth. This<br />

month marks the start of our 43rd year<br />

in the industry as we celebrate our<br />

42nd anniversary.<br />

OURS is one of the great start-fromnothing<br />

stories that has enjoyed a great<br />

run over the decades. As a 22-year-old<br />

back in 1981, with limited business<br />

acumen and less than $100 to his name<br />

still amazes me, forty-two years later. It<br />

was an idea and ambition that set our<br />

business on the path to success.<br />

AS entrepreneurs we start with a<br />

dream and a big heaping of enthusiasm.<br />

Sometimes the best push we can get to<br />

succeed in our lives is not having the<br />

option to fail. Our beginnings were<br />

simple. I was an underpaid ($10K year)<br />

graphic designer barely able to keep the<br />

lights on in my basement apartment in<br />

the Bronx. When my cat Ralph got sick,<br />

I needed funds for his operation and<br />

was desperate to get the funds for him.<br />

I found a wholesaler of stuffed<br />

animals and small gifts, bought some<br />

inventory and loaded my car up<br />

headed to the local flea market. I was<br />

able to sell enough goods over the<br />

weekends to pay for Ralph’s operation<br />

(he lived a long life until my ex had him<br />

“disappear” – another story).<br />

DURING my time selling at the flea<br />

market I was curious how vendors<br />

were finding suppliers. There was no<br />

internet and most vendors wandered<br />

>> ON-LINE SOURCING<br />

NYC to find wholesalers. It started my<br />

wheels turning and with $100 and a<br />

prayer the idea of starting a flea market<br />

magazine was launched.<br />

WITHIN a month of soliciting ads,<br />

we had enough money for the first<br />

printing. It was a local paper we called<br />

Flea Market <strong>Forum</strong> which I hand<br />

delivered to vendors in the NY area.<br />

IN less than two years we took the<br />

magazine nationally and created an<br />

additional magazine for independent<br />

stores and titled them Swap Meet<br />

<strong>Magazine</strong> and <strong>Retailers</strong> <strong>Forum</strong>. Both of<br />

which continue to circulate nationally<br />

over the last four decades.<br />

I am proud to be part of the small<br />

businesses of America. Our readers<br />

and advertisers represent the backbone<br />

of our country and our economy. We<br />

are the people who build. We are the<br />

people who work hard to improve our<br />

lives and the lives of our loved ones.<br />

OVER the decades I have made<br />

many great friendships, seen some<br />

great businesses thrive and others drift<br />

off. We have all shared one common<br />

denominator, and that is always<br />

striving to be the best we can be and<br />

run our businesses to be successful.<br />

THANK you to all our readers and<br />

supporters over the last 42 years as<br />

we plant our flag as the only monthly<br />

national trade magazine who’s<br />

weathered the storms. Thank you for<br />

making my American dream a reality.<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 />

2022 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 />

42 Years<br />

1981-<strong>2023</strong><br />

RETAILERS FORUM is published monthly at $75/year USA,<br />

$125/year foreign.<br />

Entire contents copyright ©<strong>2023</strong> by <strong>Forum</strong> Publishing.<br />

Publisher assumes no responsibility for contents herein.<br />

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

mail paid at NY, Brookfield, WI and Hooksett, NH under<br />

private mail indicia via publication mailing.


etailers<br />

READER RESPONSE<br />

FAST<br />

FASTER<br />

SUPER FAST<br />

MAIL<br />

Return This Form By Mail to:<br />

FORUM READER SERVICE<br />

383 East Main Street<br />

Centerport, NY 11721<br />

FAX<br />

Complete & FAX<br />

This Page to:<br />

(631) 754-0630<br />

ONLINE<br />

Fill Out<br />

Online Inquiry at:<br />

www.Vendor411.com<br />

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

➥<br />

APPAREL<br />

❑ All Advertisers in APPAREL<br />

❑ 14. Style In Fashion<br />

BUSINESS SERVICES<br />

❑ All Advertisers in BUSINESS SERVICES<br />

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

COLLECTIBLES<br />

❑ All Advertisers in COLLECTIBLES<br />

❑ 03. Patter’s Collectibles<br />

CREDIT CARD PROCESSING<br />

❑ All Advertisers in CREDIT CARD PROCESSING<br />

❑ 68. EXP Merchant<br />

GENERAL & VARIETY<br />

❑ All Advertisers in GENERAL & VARIETY<br />

❑ 07. Ramsons<br />

Look For Reader Response Banner in Our ADS!<br />

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

ADVERTISER INDEX<br />

HOME & HOUSE<br />

❑ All Advertisers in HOME & HOUSE<br />

❑ 23.<br />

Dakota Steel Art<br />

❑ 21. Sanders Collection<br />

JEWELRY<br />

❑ All Advertisers in JEWELRY<br />

❑ 01. Zirconia Jewelry<br />

SPORTING GOODS<br />

❑ All Advertisers in SPORTING GOODS<br />

❑ 04. Ohio Knife<br />

❑ 10. Sol Effect<br />

SUNGLASSES<br />

❑ All Advertisers in SUNGLASSES<br />

❑ 06. Amstyle<br />

WESTERN ACCESSORIES<br />

❑ All Advertisers in WESTERN ACCESSORIES<br />

❑ 33. JR Palacios<br />

FREE INFORMATION REQUEST FORM:<br />

Fax: 631-754-0630 • On-Line: www.Vendor411.com<br />

Mail: <strong>Forum</strong> Publishing Co., 383 E. Main Street, Centerport, NY 11721<br />

Your Name ____________________________________________ Type of Business ____________________________________<br />

Company Name ____________________________________________________________________________________________<br />

Address ___________________________________________________________________________________________________<br />

City ___________________________________________________State _____________________ Zip ______________________<br />

E-Mail: ________________________________________________Tel _______________________ Fax ______________________<br />


WHAT’S HOT<br />

For more information, contact:<br />

www.ClaraClark.com<br />

1-845-738-4832<br />

For more information, contact:<br />

www.RushSuppliers.com<br />

Ceiling Fan<br />

$<br />

179.99<br />

For more information, contact:<br />

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

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

SPRUCE UP FOR SPRING<br />

YOUR customers, whether thet are at your store, flea market booth or visiting<br />

your online store, will be enticed with seeing complete bedroom<br />

solutions. Thanks to Clara Clark you can add a full line of bedding,<br />

including sheets, duvets, comforters, pillows and more.<br />

THERE are big profits in home goods and with a great supplier<br />

like Clara Clark you will put yourself in a unique position to be able<br />

to offer some of the best products in the industry at the best prices.<br />

CARRYING a quality bedding line in your business will increase<br />

sales, finalize more deals, increase foot traffic, increase your<br />

customer base and best of all, increase your bottom line profits.<br />

YOU can be a successful “pillow guy” also with Clark Clark’s<br />

newest line of crafted pillows with new cool technology.<br />

THIS month’s Hot Product 1800 premium bed sheets at prices so<br />

low we cannot print. Call or go online for free catalog.<br />

HOME GOODS EQUAL HOME RUN<br />

HERE is a great company that has been servicing the home and<br />

house markets since 1984. They have lines that run the gamut from<br />

lighting to home furniture and furnishing. Shoppers love to spend on<br />

their homes and with Rush Suppliers you will be able to offer them the<br />

latest and greatest home products with the best margins.<br />

WITH a robust website that is easily navigated, you will find a special<br />

clearance section that is well used by retailers to find limited inventory<br />

at prices as much as 75% off. Think of the margins that you will have<br />

with these great prices. The home market is booming and continues to<br />

gather steam. Whether you have a home section in your store now or<br />

on your ecommerce site, it is time to give Rush Suppliers a look.<br />

THIS month’s hot special deal is a Hunter 52” Dempsey ceiling<br />

fan in brushed nickel. With the summer almost here there will be a<br />

tremendous amount of sales to be made with these fans. Dozens to<br />

choose from.<br />

USA AUCTION DIRECTORY<br />

I’M sure that you have heard great stories about how someone<br />

snapped up a great deal at a local or national auction. How and<br />

where do people get the scoop on these auctions?<br />

THE USA Auction Directory will be your guide to auctions in<br />

every state in the USA and shows you how to sign up for free<br />

to be on the auction mailing lists.<br />

INCLUDED are all types of auctions including government,<br />

property, livestock, jewelry, autos and boats, businesses and tons<br />

or merchandise. The best part of this comprehensive directory is<br />

that you don’t have to buy anything further! Everything you need<br />

to be a successful auction buyer is included. The book is available<br />

in print or PDF format for just $39.95<br />

Page 12 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


OHIO<br />

KNIFE<br />

wholesale distributor<br />

909 EAST WAYNE STREET, SUITE 119 • CELINA, OH 45822<br />

Visit Our Website:<br />

www.OhioKnifeSales.com<br />

Apply for Dealership Online<br />

PHONE: 419.549.8200<br />

KNIVES • SWORDS • SHARPENERS • ACCESSORIES • AIRGUNS & AMMO • HUNTING BLINDS & MORE<br />

FREE Shipping on your First Order of $ 100.00 or More When You Mention This AD!<br />

Warehouse Full • Order by 2:00pm Eastern time • Ships Same Day!<br />

OKC - M9 Bayonet & Scabbard - Black<br />

$<br />

117.36<br />

Bubba Blade-BB1-7F 7 Inch-Tapered Flex<br />

$<br />

38.12<br />

Smith & Wesson BSPECLS - Large Special Ops<br />

Liner Lock M.A.G.I.C. Assist... $ 18.99<br />

Stainless Steel Pliers<br />

8.5 inch... $ 39.87<br />

Smith & Wesson 3 Pack 8 inch<br />

Throwing Knives... $ 13.19<br />

OKC-705 5-Pc. Cutlery Set $ 39.59<br />

OKC-Spec Plus Alpha Survival<br />

$<br />

18.99<br />

Bubba Multi-Flex<br />

Interchangeable Blade<br />

$<br />

72.46<br />

ColdSteel - B6254 - Big Boar Blowguns - 4 Foot Blowgun<br />

$<br />

24.89 ColdSteel<br />

Drop Forged Hunter... $ 34.56<br />

Schrade Old Timer Splinter Carvin<br />

Knife Traditional Pocket Knife<br />

$<br />

16.39<br />

Benjamin 392S .22-Caliber Bolt Action<br />

Variable Pump Air Rifle, Black... $ 189.99<br />

ColdSteel<br />

Cheap Shot<br />

125 Grain 10 Pack<br />

$<br />

6.65<br />

Schrade Little Ricky Full Tang Drop Point<br />

Re-Curve Fixed Blade Knife... $ 32.99<br />

Smith & Wesson 3 Piece Camping<br />

Set with Sheath... $ 21.99<br />

SOG-SOGFARI - 13” MACHETE... $ 21.84<br />

Sig Sauer 1911<br />

”We The People”<br />

Air Pistol - CO2 Powered<br />

$<br />

66.98<br />

Kershaw 1660OR - Leek- Orange<br />

$<br />

47.37<br />

Generational USA Sharpfinger 152OTG<br />

$<br />

56.24<br />

SOG-TACTICAL<br />

TOMAHAWK<br />

$<br />

34.75<br />

SOG<br />

FASTHAWK<br />

$<br />

35.49<br />

Kershaw Launch 9... $ 80.21<br />

Kershaw 1987 - RJ Tactical 3.0<br />

$<br />

22.56<br />

SOG-KEYTRON - SATIN, STRAIGHT<br />

$<br />

16.54<br />

Gamo Swarm Magnum G2 .177cal IGT<br />

Gas Piston Powered Pellet Air Rifle... $ 244.43<br />

CALL FOR SPECIAL PRICING DEALS!<br />

WE are a full line distributor for all the many brands we carry. We also have a full<br />

compliment of air guns and Ammo as well as Cold Steel Blowguns and Accessories.<br />

NEW PRODUCTS ADDED WEEKLY • LIMITED QUANTITIES ON ALL SALE ITEMS<br />

Want More Info? Circle #04 on page 11 • www.Vendor411.com<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 13


RETAILING NEWS<br />

Walmart Plans 65% Automation By 2026<br />

THE retail sector has long been the go-to for employment for people either just starting in the<br />

workforce or needing a reliable source of income. Aside from the hospitality industry, retail store<br />

employment was always at the top of the list for people to get work.<br />

THAT was until now. Walmart, one of America’s largest retailers has just announced that they will<br />

be working on automating about 65% of its store within the next twelve years. This was announced<br />

at their recent investor meeting in Florida. Walmart increasingly uses its huge stores to handle onlineorder<br />

deliveries and invests heavily in automation to speed up order processing at its e-commerce<br />

fulfillment centers.<br />

WHILE not immediately apparent if this move would lead to more layoffs at the country’s largest<br />

private employer, with about 1.7 million U.S. workers and another 60,000 abroad. The company did<br />

say that the moves would reduce the need for lower-paid roles. So, in other words, layoffs of the<br />

workforce.<br />

OVER time, the company anticipates increased throughput per person, due to the automation<br />

while maintaining or even increasing its number of associates as new roles are created. About 55%<br />

of all packages that it processes through its fulfillment centers will be moved through automated<br />

facilities by January 2026. This will help make Walmart’s growth in the e-commerce sector.<br />

REMEMBER when they started laying off the greeters? That would look minuscule compared to<br />

what may be down the line here.<br />

Bed Bath & Beyond Gets a Lifeline<br />

THE ailing Bed Bath & Beyond chain has entered into a vendor-consignment agreement with<br />

Hilco Global’s ReStore Capital, an investment management company. Under this agreement,<br />

ReStore Capital will buy up to $120 million in merchandise from BBB’s key suppliers to boost the<br />

stores inventory levels.<br />

THE home goods retailer has been unable to improve its inventory levels after relationships with<br />

many of its vendors soured. This agreement will allow BBB to get merchandise back on its shelves in<br />

the company’s latest effort to stay alive and avoid bankruptcy.<br />

Apple Store Burglars Steal 436 iPhones<br />

BURGLARS made a creative entrance into an Apple store in Lynwood, Washington, leaving with<br />

a giant stash of electronics.<br />

THE burglars broke into the Apple store at Alderwood Mall by cutting a hole in the bathroom<br />

wall of the neighboring espresso machine shop, then stealing around $500,000 worth of iPhones,<br />

iPads and Apple watches.<br />

THE burglars pried the front door of the espresso store open and then cut their way into the back<br />

room of the Apple store. The espresso store had no idea that they backed up the Apple store room,<br />

however the burglars seemed to be very well aware of what they were doing.<br />

AFTER reviewing video, the police characterized the theft as a “well organized operation.<br />

Criminals have become more clever than ever, apparently.<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>2023</strong> | RETAILERS FORUM MAGAZINE


Want More Info? Circle #10 on page 11 • www.Vendor411.com RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 15


Page 16 MAY <strong>2023</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>2023</strong> Page 17


Want More Info? Circle #06 on page 11 • www.Vendor411.com<br />

STYLE IN FASHION INC.<br />

WEST-SIDE DESIGNS<br />

We Carry Winter<br />

Sweaters & Jackets<br />

at Moderate<br />

Prices<br />

MANY STYLES AVAILABLE IN<br />

DASHIKI PRINT<br />

for Men & Women<br />

Imported from<br />

Thailand & India<br />

Tie-Dye, Hawaiian Print,<br />

Solid Acid Wash, Printed Dresses,<br />

Baby Doll Dresses, Blouses,<br />

Skirt Sets, Pant Sets, Skirts, Sundresses,<br />

Umbrella Dresses in Rayon & Cotton<br />

Fabric. We also carry Magic Wrap,<br />

Sarongs, Handkerchief Dresses, Pancho<br />

Tops - all in Regular and Plus Size.<br />

We also carry<br />

Belly Dance & Zumba<br />

outfits in lots of different styles.<br />

321 Olympic Blvd. Los Angeles, CA 90015<br />

Tel: (213) 624-9728<br />

Fax: (213) 624-2115<br />

email: Andy@StyleInFashion.com<br />

View Our Catalog Online or Call for Catalog<br />

SAMPLE<br />

PACKAGE<br />

$300<br />

Quantity<br />

Discounts<br />

Available<br />

www.StyleinFashion.com<br />

Want More Info? Circle #14 on page 11 • www.Vendor411.com<br />

SHIPPING ORDERS WITHIN 24-48 HOURS<br />

CHECK OUT OUR NEW CLEARANCE SECTION!<br />

Want More Info? Circle #03 on page 11 • www.Vendor411.com<br />

Page 18<br />

MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


FASHIONABLE<br />

WATCHES<br />

For Men & Women<br />

SKMEI 1463 Fashion Women<br />

Watches W/ Leather Strap<br />

$14.99<br />

SKMEI 1258 Digital Sport Watch<br />

For Men W/ 50m Waterproof<br />

$13.99<br />

SKMEI 9178<br />

Creativity Skull<br />

Quartz Watch<br />

For Men<br />

$16.99<br />

SKMEI 1123 Fashion<br />

Casual Sport Watch<br />

W/ Stainless Steel Strap<br />

$15.99<br />

SKMEI 1419 Simple Style<br />

Women Quartz Watches<br />

$12.99<br />

SKMEI 1676 Simple Watches<br />

For Men IP68 W/ Leather Strap<br />

$15.99<br />

SKMEI 1722 Ladies<br />

Quartz Analog Silicone<br />

Wrist Watch<br />

$15.99<br />

SKMEI 1704 Elegant Girl Clock<br />

W/ Japan Quartz Movement<br />

$18.99<br />

Liebig L1013 Japan Quartz<br />

Movement Golden Watch<br />

$13.99<br />

LIEBIG L2004 Quartz Watches<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 19


Why pay full wholesale? Get name brand and extreme<br />

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Page 20<br />

www.ZirconMania.com<br />

Want More Info? Circle #05 on page 11 • www.Vendor411.com<br />

MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


your closeout connection for<br />

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quality merchandise & service since 1998<br />

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~ Bracelets ~<br />

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with Princess Center<br />

$<br />

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$<br />

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Seiko 2-Tone<br />

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Women’s Watch<br />

$<br />

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Heart<br />

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with 18”<br />

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$<br />

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crafted in Sterling Silver<br />

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$ 329.00<br />

1/2 CTW Princess Cut Diamond<br />

Stud Earrings with Screw Backs<br />

$<br />

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& CZ Brilliant<br />

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$<br />

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with Laser Cut<br />

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Ring<br />

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Elephant with Purple Colored CZ,<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 21


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

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with Accents<br />

$ 94.99<br />

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$ 204.99<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 />

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$ 119.99<br />

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Page 22 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


LARGEST FOOTWEAR BRANDS IN THE WORLD<br />

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$<br />

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Adidas Originals<br />

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$<br />

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Puma<br />

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$<br />

26.70<br />

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$<br />

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

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 23


LARGEST COSTUME SELECTION IN USA!<br />

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

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Michael Kors Jet Set Travel<br />

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Coach F36658 F37807<br />

Reversible City Tote Light<br />

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$162.99<br />

Tory Burch Kerrington<br />

Large Square Tote Garden<br />

White Floral Laguna<br />

$266.99<br />

Michael Kors Jet<br />

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crossbody in luggage<br />

(brown). The iconic<br />

shape is versatile<br />

and perfect.<br />

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Page 24 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

Tory Burch in a vibrant poppy orange-red color.<br />

Versatile and practical double zip design.<br />

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Michael Kors Hayes<br />

Medium Trifold Coin<br />

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w/ Leather Trim $ 548.00<br />

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Kate Spade- Small Bright Coral<br />

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& Metal Studded Purse<br />

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Louis Vuitton - Brown<br />

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Messenger Bag W/ Cindy<br />

Sherman Patche $ 3,498.99<br />

Gucci - Vintage Brown Reptile<br />

Textured Gold Chain Handbag<br />

W/ Coin Purse $ 1,652.99<br />

Fendi - Tan Monogram Print<br />

Convertible Satchel W/ Red<br />

Leather Trim $ 899.99<br />

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Satchel $ 500.99<br />

OUR WEBSITE UPDATES WEEKLY - SHOP ONLINE OR AT ONE OF OUR 4 NORTHEAST STORES<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 25


LARGE PROFITS IN COFFEE!<br />

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LINGERIE • SHAPEWEAR • PAJAMAS • PANTIES • BRAS • CLUB WEAR<br />

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HOT PINK METALLIC MESH MINI<br />

Page 26 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

$<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 27


YOUR INVICTA WHOLESALER<br />

MENS<br />

WOMENS<br />

Invicta Bolt Herc Reserve Quartz<br />

Mens Watch - 53mm Stainless<br />

Steel Case, Silicone/Stainless<br />

Steel Band, Black, Gold (33156)<br />

$849.00<br />

Sale Price: $ 109.00<br />

IInvicta Pro Diver Mens Quartz<br />

42mm - Model 33269<br />

$199.00<br />

Sale Price: $ 49.00<br />

Invicta is a fast growing watch brand, and is considered by<br />

collectors and enthusiasts alike to be a market leader in<br />

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that supremely crafted timepieces can be offered for a<br />

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Explore an impressive selection of timepieces spanning 30<br />

diverse collections, and a wide use of exotic materials such<br />

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also offers collections from the worlds of Disney, Marvel,<br />

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Invicta Bolt Womens Quartz 36<br />

mm Gold, Stainless Steel Case<br />

Blue Dial - Model 29196<br />

$259.00<br />

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40mm Stainless Steel Case,<br />

Silver Dial - Model 31078<br />

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Watch - 52mm Stainless Steel<br />

Case, Stainless Steel/Polyurethane<br />

Band, Black, Steel (33654)<br />

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GREAT SELECTION ~ NO MINIMUM ORDER<br />

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Invicta Angel Womens Quartz<br />

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Blue Dial - Model 29114<br />

$279.00<br />

Sale Price: $ 59.00<br />

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36 mm Stainless Steel Case<br />

Charcoal Dial - Model 29395<br />

$199.00<br />

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WHOLESALE PACKING SUPPLIES<br />

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Page 28 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


OVER 3,000 RUGS AVAILABLE<br />

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$24 – $240<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 29


forumworkshop<br />

FORUM WORKSHOP<br />

Operating Your<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 30 MAY <strong>2023</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...


BODYCANDY<br />

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- Assorted<br />

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www.BODYCANDYHQ.com<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 31


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 />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 33


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 />

to the sign will investigate what it has to say.<br />

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

identify your store for years, the same billboard<br />

advertisement in the same location will lose it’s<br />

impact over a much shorter period of time.<br />

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

use these signs as a means of advertising,<br />

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

same message through different locations periodically.<br />

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

good forum for promoting a product at a price.<br />

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

general. Use them as a tool for building awareness<br />

more than cultivating interest in any single<br />

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

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

attention back to the main business. That’s why<br />

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 />

Page 34 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 35


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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Page 36<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 37


FORUM WORKSHOP<br />

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

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

Most of these companies handle everything<br />

from the rental to the production of<br />

☎<br />

your ad. If not, they can refer you<br />

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every services they don’t.<br />

forumworkshop<br />

Mention advertisement and most people immediately<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 />

Select the Most Effective Forms of<br />

Print Advertising For Your Store<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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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 39


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 />

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Freely distributed shoppers, Pennysavers, and<br />

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

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

publications only they read. College newspapers<br />

provide an ideal and relatively cheap<br />

forumworkshop<br />

forum for reaching young consumers. Some<br />

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

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

may be around the house for a month, or<br />

at least until the next issue appears. Therefore,<br />

it’s not the place for the price-based ads you’d<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 41


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 />

Build Your Own<br />

forumworkshop<br />

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

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

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

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

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

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 43


forumworkshop<br />

FORUM WORKSHOP<br />

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

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

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this week.<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 45


forumworkshop<br />

FORUM WORKSHOP<br />

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

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

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

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

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

ads there as a forum for promoting the unique<br />

selection at your store and the specialty aspect<br />

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

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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 />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 47


FORUM WORKSHOP<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 />

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for the hardware store to<br />

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home improvement show.<br />

forumworkshop<br />

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

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

your time and money putting together your<br />

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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 />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 49


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 />

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toward that.<br />

<br />

possible.<br />

Page 50 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

forumworkshop<br />

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

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

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 51


FORUM WORKSHOP<br />

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

Page 52 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

forumworkshop<br />

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forumworkshop<br />

FORUM WORKSHOP<br />

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Want More Info? Circle #68 on page RETAILERS 11 • www.Vendor411.com FORUM MAGAZINE | MAY <strong>2023</strong> Page 55


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 />

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 />

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Page 56 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 57


FORUM WORKSHOP<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 />

by phone, and another to try and get them.<br />

There has been so much backlash against telemarketing<br />

in recent years with all the talk of<br />

telephone scams, that a telemarketing program<br />

can do little, if anything, to enhance the stature<br />

of the new retail business. When an advertising<br />

venture draws negative responses, it’s hurting<br />

the very business it was meant to help.<br />

BE AWARE OF THE EMERGING<br />

MEDIA CHOICE<br />

As new information technologies present themselves<br />

and become the norm in American<br />

forumworkshop<br />

households, they’ll present you with many<br />

more ways to take your message directly to<br />

shoppers. Some will offer you the ability to target<br />

your message to a particular group with<br />

even greater precision than direct mail does<br />

today. Others will provide innovative ways to<br />

reach the broadest possible audience in hopes<br />

of attracting the few who will buy from you.<br />

Already the stage for the promotional future is<br />

being set with tests of new marketing tools.<br />

<br />

The growing popularity of home<br />

shopping ushers in the potential<br />

for shopping any store from anywhere<br />

by telephone, fax, or computer. Many<br />

on-line services now carry scrolling electronic<br />

billboards that tout products and stores. Activate<br />

another screen and users can learn more<br />

from the store, and place an order.<br />

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Page 58 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 59


FORUM WORKSHOP<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 />

➧As an advertiser, you may one day<br />

be able to specify who gets your<br />

message in print or over the airwaves,<br />

using your customer profile<br />

as a guide. Your bill will tell you<br />

how many consumers received<br />

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

forumworkshop<br />

Marketing professionals also continue to devise<br />

new ways to package advertising messages for<br />

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

take the moment a telephone caller is on hold<br />

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 />

drawn by satellites, that could illuminate the<br />

sky with nightly sales pitches within a few<br />

years! Let’s hope it doesn’t happen.<br />

continued...<br />

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Page 60 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 61


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 />

Page 62 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<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>2023</strong> Page 63


forumworkshop<br />

FORUM WORKSHOP<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 />

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

your marketing strategy as a 2-phase program.<br />

First, you pull out all the marketing stops to<br />

create as much attendant excitement you can<br />

around the store’s Grand Opening. Make it an<br />

event. Mail out a release announcing your<br />

store, what it sells, and when it will open. Run<br />

special ads announcing the celebration, and invite<br />

local dignitaries for the ribbon cutting.<br />

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

push to nurture a strong base of customer<br />

support as you address the unique marketing<br />

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

IT’S VITAL TO MEASURE YOUR<br />

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

first year, it’s especially important you track<br />

and record the effectiveness of each component<br />

of your marketing effort. You must experiment<br />

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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Page 64 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 65


FORUM WORKSHOP<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 />

or newsletter, or offer some incentive – say, 5%<br />

off if the ad is mentioned – with your broadcast<br />

commercials. Featuring coupons in your advertising<br />

will help you track the impact of your<br />

forumworkshop<br />

✄<br />

message and media, and<br />

boost sales. An attractive<br />

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shopping. You’ll see how<br />

well it’s working by counting<br />

the number of coupons<br />

redeemed.<br />

You can make this job easier if you have a computer<br />

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the day you open the doors. Ask each customer<br />

what brings her to the store, and enter a previously<br />

determined code for the response. Tally<br />

the responses for an exact indication of what<br />

you’re getting for every promotional dollar<br />

spent. Of course, you can ignore the need to<br />

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be guessing at your strategy and never really<br />

know what’s working.<br />

continued...<br />

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Page 66 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

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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 />

take much of the guesswork out of the promotional<br />

process.<br />

SETTING UP YOUR<br />

OPENING DAY<br />

MARKETING PROGRAM<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 69


FORUM WORKSHOP<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 />

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

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

forumworkshop<br />

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

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

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

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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 />

chances of getting the picture into the newspaper.<br />

Send invitations at least 2 weeks before the<br />

event, and follow up with a phone call to their<br />

offices.<br />

A Grand Opening tends to promote<br />

itself and always attracts<br />

a share of the curious, to see the<br />

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MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


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FORUM WORKSHOP<br />

Order your premiums well in advance, looking<br />

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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 />

forumworkshop<br />

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When planning your opening day promotions,<br />

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Advertising is the toughest part of the kickoff<br />

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FORUM WORKSHOP<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 />

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forumworkshop<br />

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where, with your phone number. Repeat the ad<br />

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campaign, at least every other day, for the week<br />

leading up to the event. These ads should promote<br />

the Grand Opening and special sales, and<br />

invite the curious to come in, see the store, and<br />

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forumworkshop<br />

FORUM WORKSHOP<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 />

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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 />

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your commercials must air for at least a<br />

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you’ve thoroughly investigated less expensive<br />

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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 />

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FORUM WORKSHOP<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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Page 78 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

forumworkshop<br />

sales aids to promote their products on the<br />

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<br />

Ask about any premiums<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 79


The Complete Guide to Making Money at Auctions!<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 81


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Page 82 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 83


BUY ALL YOUR<br />

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Page 84 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 85


WE HAVE BUYERS!<br />

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Page 86 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE


The <strong>Retailers</strong><br />

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for Products!<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 87


Trade<br />

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Page 88 88<br />

Page 88 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

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

Solo<strong>May</strong>oreo<br />

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Wholesale Gift Guide<br />

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1-800-635-7654 Business Directories<br />

Page 89<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 89


LEGAL<br />

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Page 90 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE Page 90


APPAREL<br />

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RN & WPL Encyclopedia<br />

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Apparel Business Directories<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 91


USA Closeout Directory<br />

Now, more than ever, it is essential for the success of your merchandising business to<br />

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Directory of Smoke Shops<br />

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1-800-635-7654<br />

Page 92<br />

Page 92 MAY <strong>2023</strong> | RETAILERS FORUM MAGAZINE<br />

Business Directories


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Business Directories<br />

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www.bizbooks.org<br />

Page 93<br />

RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 93


FORUM PUBLISHING CO.<br />

383 E. Main St. Centerport, N.Y. 11721<br />

T: 631-754-5000<br />

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INQUIRIES: 631/754-5000<br />

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Order by mail<br />

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Allow 6-8 weeks for magazine subscriptions<br />

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We download orders hourly and<br />

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Books and Cassette programs are<br />

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NAME _________________________________________________________________________________________________<br />

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CITY_______________________________________________________________STATE<br />

ZIP<br />

PHONE NUMBER (_______) ______________________________ EMAIL ___________________________________________<br />

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ALL ORDERS ADD $7.00 1st BOOK<br />

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$ 8.00 EACH ADDITIONAL<br />

Orders for SAMPLE COPIES of magazines:<br />

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DO NOT OR UPS ACCOUNT add shipping NUMBER ONLY charges<br />

Payment Information Goes Here<br />

CANADIAN SHIPMENTS:<br />

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OUTSIDE OF USA:<br />

ORDERS CAN BE SHIPPED USING YOUR<br />

FEDEX OR UPS ACCOUNT NUMBER ONLY<br />

SUBTOTAL<br />

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CHECK MONEY ORDER AMEX MASTERCARD VISA DISCOVER<br />

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ALL BOOKS ARE SOLD AS INFORMATION<br />

ONLY ON NON-REFUNDABLE BASIS<br />

1-800-635-7654 Page 3994<br />

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RETAILERS FORUM MAGAZINE | MAY <strong>2023</strong> Page 95


MAY <strong>2023</strong><br />

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