Retailers Forum Magazine - February 2024 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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- swap meet magazine
- retailers forum magazine
- start a business
- wholesale directory
- wholesale jewelry
- wholesale item
- sell online
- ecommerce business
- small business magazine
- wholesale electronics
- wholesale gifts
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- merchandise
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- retailers
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etailers<br />
VOL. 43 NO. 10<br />
FEBRUARY <strong>2024</strong><br />
Connecting Wholesalers and <strong>Retailers</strong> Since Since 1981 1981
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 • 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 />
KB0019-Kabar BK19<br />
$<br />
86.33<br />
Smith & Wesson 3 Piece Camping<br />
Set with Sheath... $ 21.99<br />
SOG-TACTICAL<br />
TOMAHAWK<br />
$<br />
34.75<br />
SOG<br />
FASTHAWK<br />
$<br />
35.49<br />
ColdSteel - B6254 - Big Boar Blowguns - 4 Foot Blowgun<br />
$<br />
SOG-SOGFARI - 13” MACHETE... $ 21.84<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 />
IS9WD<br />
Italian Style Stiletto 9”<br />
Wood Handle<br />
$<br />
11.97<br />
Schrade Little Ricky Full Tang Drop Point<br />
Re-Curve Fixed Blade Knife... $ 32.99<br />
SCIMP165<br />
Schrade Imperial 165<br />
$<br />
5.64<br />
E37T-K-SOG E37T-K... $ 66.25<br />
Generational USA Sharpfinger 152OTG<br />
$<br />
56.24<br />
LNGELBKD-Lightning Elite Black Handle Drop Point<br />
$<br />
20.99<br />
KB0041-Kabar BK41<br />
$<br />
32.51<br />
SOG-KEYTRON - SATIN, STRAIGHT<br />
$<br />
16.54<br />
T979BL<br />
Mini OTF T979-BL<br />
$<br />
7.69<br />
CALL FOR SPECIAL PRICING DEALS!<br />
WE are a full line distributor for all the many brands we carry.<br />
We also have a full complement of Cold Steel Blowguns and Accessories.<br />
NEW PRODUCTS ADDED WEEKLY • LIMITED QUANTITIES ON ALL SALE ITEMS<br />
Page 2 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
Want More Info? Circle #04 on page 11 • www.Vendor411.com
Want More Info? Circle #07 on page 11 • www.Vendor411.com RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 3
Bling On A Global Scale!<br />
Sophisticated Designs - Celebrity Inspired<br />
CHAINS - RINGS - NECKLACES - GRILLZ<br />
HUGE VARIETY FOR MEN & WOMEN - ALL LATEST STYLES<br />
Helloice Drip<br />
Broken Heart<br />
Pendant in Gold<br />
$ 49.95<br />
Helloice 9mm<br />
Cuban Chain<br />
Set in Gold<br />
$ 99.98<br />
Helloice 14mm Iced Prong<br />
Cuban Chain in Gold<br />
$ 89.95<br />
Helloice Iced Lil<br />
Money Pendant<br />
in Gold<br />
$ 59.95<br />
HIP HOP<br />
HEADQUARTERS<br />
Helloice Iced Cross<br />
King Crown Ring<br />
$ 49.99<br />
Helloice 12mm<br />
Initial Letter Iced<br />
Prong Cuban Chain<br />
& Bracelet Set in Gold<br />
$ 149.95<br />
Helloice Iced Hoop Earring<br />
$ 39.95<br />
Helloice 14mm Iced<br />
Prong Cuban Ring<br />
in Gold<br />
$ 69.95<br />
Helloice Iced<br />
Rocket Powered<br />
Pendant<br />
in White Gold<br />
$ 49.95<br />
Helloice Iced 20mm<br />
Miami Cuban<br />
Bracelet with Big<br />
Box Clasp<br />
in White Gold<br />
$ 76.99<br />
Helloice 13mm 8” Iced Figaro Cuban Bracelet<br />
$ 39.95<br />
Helloice 39mm Iced<br />
Two-tone White<br />
Dial Stainless Steel<br />
Watch in Gold<br />
$ 89.95<br />
NO MINIMUM ORDER - FAST SHIPPING - 30-DAY RETURNS<br />
We Service Boutiques & Online Stores Worldwide<br />
www.HipWholesale.com<br />
Page 4 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
This is a Buying Guide for<br />
RETAIL STORE OWNERS<br />
Presented within the pages are the latest offerings from the country’s<br />
leading merchandise wholesalers. The advertisers herein sell strictly<br />
wholesale and require that you purchase with the intent of reselling<br />
through retail channels.<br />
HOW TO USE THIS DIRECTORY<br />
☛ Locate the products that interest you.<br />
See our product directory located on<br />
pages 6 & 7.<br />
☛ Make direct contact with advertiser.<br />
Most will have catalogs and price lists<br />
for you.<br />
☛ Order your merchandise, which will be<br />
shipped directly to your store.<br />
CLICK ON BANNERS<br />
IN SELECT ADS<br />
Want More Info? Circle #09 on page 11 • www.Vendor411.com<br />
TO GET FREE CATALOGS/PRICING<br />
FORUM PUBLISHING COMPANY<br />
383 East Main Street, Centerport, NY 11721<br />
www.<strong>Retailers</strong><strong>Forum</strong>.com<br />
CONTACT US:<br />
TEL: 1-800-635-7654<br />
FAX: 631-754-0630<br />
Email: <strong>Forum</strong>Publishing@gmail.com<br />
RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 5
Sell to over 60,000<br />
stores through <strong>Forum</strong><br />
631/754-5000<br />
DRESS UP FOR<br />
PROFITS!<br />
Every Day’s A Treat!<br />
RS with a<br />
COSTUMES ARE YEAR ‘ROUND MONEY MAKERS!<br />
WHOLESALE<br />
100’S IN STOCK<br />
Costume Club<br />
All Occassions<br />
Fast Same Day Shipping<br />
Flat Rate Delivery<br />
Solution<br />
www.USACostumers<br />
See NEW our USACostumers.com<br />
with ad on COOLING page Technology 22<br />
Light Up Without<br />
Lighting Up!<br />
LLOWS - 25% of body weight is on the pillow,<br />
getting Full the Service right Wholesaler pillow • We Ship Worldwide<br />
• LOGIC Disposables • WHOLESALE<br />
Kits<br />
• E-Liquids<br />
with a new mattress<br />
• Atomizers<br />
will<br />
• E-Cig<br />
improve<br />
Batteries •<br />
sleep<br />
E-Cig Accessories<br />
see our ad on page 77<br />
OMFORTERS<br />
H2 E-Cig Round<br />
Mouth Atomizer<br />
$1.85<br />
Electronic<br />
Cigarettes<br />
Clara Clark Collection<br />
Sales<br />
in<br />
Slumber<br />
5mL Bottle<br />
E- Liquid E-Juice<br />
for E-Cig $1.30<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 />
Round Mouth E-Cig<br />
3.5ml Atomizer Set<br />
w/Coil Heads $3.83<br />
BLING IT ON!<br />
HipWholesale.com<br />
See our ad on Page 04<br />
SMALL<br />
BUSINESS a mattress without a<br />
mattress protector<br />
CONSULTING<br />
<strong>Forum</strong>BA.com<br />
Ad on Page 76<br />
SHISHA Zero<br />
Nicotine Disposable<br />
E-Cig $3.45<br />
www.Lightecig.com<br />
see our ad on Page 19<br />
We Dropship - Distributors WanteD • Scroll website bottom - Click on WHoLESALE<br />
SNEAKY<br />
SHEETS<br />
SAVINGS<br />
- 73%<br />
ON<br />
of customers<br />
SNEAKERS<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 />
See Our Ad on Pg 23<br />
MATTRESS<br />
PROTECTOR<br />
You wouldn't sell a car<br />
without insurance. Don't sell<br />
Does anybody<br />
read these?<br />
CALL 631-754-5000 and<br />
you’ll get a FREE 3-mo.<br />
subscription!<br />
ark catalog today!<br />
Congratulations to<br />
845.533.4590<br />
WHERE’S THE PAINTERS<br />
Northport, NY<br />
cs@sanderscollection.com<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 />
FEBRUARY <strong>2024</strong><br />
ADVERTISING<br />
FORUM AD RATES .......... 09<br />
APPAREL<br />
1 STOP WHOLESALE. ........ 45<br />
BOUTIQUE CLOSEOUTS ...... 35<br />
CLOTHINGWARE ............ 29<br />
DD BULK ................... 66<br />
FASHIONABLE SALES. ....... 59<br />
FLIRTY WHOLESALE ......... 58<br />
HEAVENLY SUITS ............ 18<br />
SCARF WAREHOUSE. ........ 75<br />
STYLE IN FASHION .......... 18<br />
STYLISH PLUS .............. 67<br />
T SHIRT REP ................ 41<br />
UIN DEALS ................. 78<br />
USACOSTUMERS.COM ....... 22<br />
ASSORTED ITEMS<br />
AUCTION FINDER. ........... 44<br />
BEAN WHOLESALERS ....... 24<br />
CLOSEOUTS FOR SALE ...... 61<br />
DINO DROPSHIP. ............ 37<br />
DOBA DROPSHIP ............ 83<br />
EVERYTHING CLOSEOUTS. ... 42<br />
EZ DROPSHIP ............... 40<br />
FIND IT ASIA ................ 84<br />
HARNEL INC. ............... 13<br />
HEAVENLY WHOLESALE. ..... 34<br />
MEGA UBID ................. 30<br />
RAMSONS IMPORTS ......... 03<br />
STAIN IMAGING ............. 18<br />
SWEET WHOLESALERS ...... 69<br />
TOP TEN WHOLESALE ....... 81<br />
BOOKS<br />
AUCTION BOOK ............. 86<br />
BUYERS CONTACTS ......... 89<br />
CLOSEOUT DIRECTORY ...... 82<br />
HIDDEN WEALTH ............ 80<br />
TRADE PUBLICATIONS ..... 86-92<br />
WHOLESALE BOOK. ......... 88<br />
CANDY<br />
SWEET WHOLESALERS ............ 69<br />
CELLULAR<br />
CELLCITY.BIZ ............... 57<br />
WHOLE-CELL ............... 31<br />
COLLECTIBLES<br />
PATTER’S COLLECTIBLES .... 20<br />
COMPUTERS<br />
REFURB SHOPS. ............ 70<br />
CONSUMER ELECT.<br />
FIND IT CHINA. .............. 47<br />
SURPLUS GIANT ............ 15<br />
CREDIT CARD<br />
PROCESSING<br />
EXP MERCHANT. ............. 65
#1<br />
BUYING GUIDE<br />
FOR RETAIL STORES!<br />
DISPLAY/SUPPLIES<br />
& SERVICES<br />
AVVO ADVISORS ............ 36<br />
CC WAREHOUSE ............ 87<br />
E-STORE BUILDERS ......... 26<br />
E STORE SIGNS ... BACK COVER<br />
E-STORE SITES ............. 54<br />
FB CAMPAIGNS ............. 38<br />
FORUM ADVISORS. .......... 48<br />
KWIK INC. .................. 76<br />
PAYROLL HELPER ........... 60<br />
PROTECTION PLANS. ........ 62<br />
SALES GROUP BAGS ........ 68<br />
SETON SIGNAGE ............ 85<br />
VACATION PROMO. .......... 48<br />
WHOLESALESOURCES.COM ....<br />
. . . . . . . . . . INSIDE BACK COVER<br />
DROPSHIPPERS<br />
DINO DROPSHIP. ............ 37<br />
DOBA DROPSHIP ............ 83<br />
EZ DROPSHIP ............... 40<br />
E-CIGARETTES &<br />
SMOKE SHOP ITEMS<br />
3’x5’Embroidered Flags $14.00 Each<br />
LIGHT E CIG ................ 63<br />
View our 148 page Catalog online !<br />
www.RIOhio.com<br />
LOGIC WHOLESALE ......... 77<br />
Hat Pins $6.00 dz<br />
Garden Flags<br />
$48.00 dz<br />
Metal Signs<br />
$5.50 Each<br />
Belt Buckles<br />
$36.00 dz<br />
Playing Cards<br />
$18.00 dz<br />
$24.00 dz<br />
3’x5’Embroidered Flags<br />
$21.00 dz<br />
$14.00 Each<br />
$18.00 dz<br />
USA VAPE DEALS ........... 39<br />
5” Patches $36.00 dz<br />
$39.00 dz<br />
Tri-Fold<br />
SNEAKER $36.00 dz CLEARANCE ...... 23<br />
$5.00 Each<br />
$36.00 ut 72 pcs<br />
$21.00 dz<br />
$9.00 dz<br />
FOOTWEAR<br />
HANDBAGS<br />
Garden Flags<br />
48.00 dz<br />
$18.00 dz<br />
Leather Wallets $5.50 each<br />
BAG CLOSEOUTS ........... 53<br />
BAG VENDORS. ............. 26<br />
12”x18” Metal Signs<br />
$5.50 Each<br />
HOME & HOUSEWARE<br />
WindSocks<br />
$48.00 dz<br />
Min.Order<br />
$150.00<br />
Metal Sign<br />
$4.75 each<br />
$48.00 dz<br />
$7.00 Each<br />
Patches $18.00 dz<br />
Belt Buckles<br />
$36.00 dz<br />
$4.50 Each<br />
3pc Magnet<br />
$5.25 Each<br />
Metal Plates<br />
$27.00 dz<br />
$15.00 dz<br />
$42.00 dz<br />
$15.50 Each<br />
8” x 12” Metal Signs<br />
$39.00 dz<br />
$4.00 each<br />
Magnets 3”x8” $18.00 dz SOARING $30.00 dz RC. 8” x ............... 12” Parking Sign $18.00 dz 72<br />
Belt Buckles<br />
$42.00 dz<br />
CLARA CLARK .............. 19<br />
DAKOTA STEEL ART .......16/17<br />
MERCHANDISE REP ......... 24<br />
RUG PROFITS. .............. 79<br />
RUSH SUPPLIERS ........... 32<br />
JEWELRY/ACCESSORIES<br />
BLING WHOLESALER .............43<br />
BODY CANDY HQ .................33<br />
BUND JEWELRY. .................25<br />
HIP WHOLESALE .................04<br />
JEWEL CLEARANCE ..............50<br />
JEWELRY MINERS ................71<br />
SHAKE WHOLESALE. .............64<br />
UNIVERSE WHOLESALE ...........55<br />
12” Metal Signs<br />
$5.00 Each<br />
NOVELTIES<br />
CARTOON CONCEPTS ....... 72<br />
COOL GLOWING. ............ 75<br />
NOVELTY SELLER ........... 47<br />
PPE SUPPLIES<br />
PPE STOCKROOM ........... 74<br />
R/C & TOYS<br />
RC VARIETY ................ 51<br />
Leather Bracelet $18.00 dz<br />
SPECIAL FEATURES<br />
FORUM WORKSHOP ......... 26<br />
READER RESPONSE ......... 11<br />
RETAILING NEWS. ........... 14<br />
WHAT’S HOT ................ 12<br />
12”x18” Metal Sign $5.25 each<br />
$36.00 ut/72pcs<br />
$15.00 dz<br />
Stylish & Fashionable<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 />
1ut/5 dz Mood Rings $33.00 unit<br />
SPORTING GOODS<br />
OHIO KNIFE. .................02<br />
TRADE SHOWS<br />
ASD MARKETWEEK. ..........27<br />
THE MARKET CENTER ........20<br />
WATCHES & CLOCKS<br />
TIME WHOLESALERS ........ 21<br />
WATCH DEALERS ........... 22<br />
WEDDING ITEMS<br />
SMARTEST BARGAIN ........ 46<br />
WELCOME NEW READERS!<br />
Advertise in<br />
Metal Sign<br />
12”X18” $5.75 Each<br />
See Page 9<br />
BUSINESS BOOKS<br />
www.BizBooks.org<br />
STYLE IN FASHION<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 />
See our Ad on Page 03<br />
DROPSHIP TO PROFITS!<br />
Tri- Color Necklace $18.00 dz<br />
1000’s of Items<br />
See our ad on Page 83<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 FEBRUARY <strong>2024</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>2024</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 />
<strong>Retailers</strong> Love Valentines Day<br />
FEBRUARY is the month of love across<br />
the land. Valentine’s Day is our first major<br />
shopping holiday of the new year. We will<br />
also be celebrating President’s Day, which<br />
although less romantic, unless you’re<br />
Martha Washington, can really ring up<br />
sales for retailers.<br />
WE have come off a better than<br />
anticipated holiday season which perked<br />
up sales for most retailers and wholesalers.<br />
It was a needed financial boost to our<br />
businesses and we’d like to be optimistic<br />
that it will continue. We are also in an<br />
election year which throughout history<br />
has been good for the economy.<br />
TIME to get your store or website ready<br />
to get bitten by the love bug for Valentine’s<br />
Day. Shoppers in all age groups will be<br />
searching for gifts in all price categories<br />
large and small. While shoppers are<br />
scouring the stores to find the perfect<br />
gifts, many consumers will be looking for<br />
the big President Day sales to find items<br />
for themselves and their households.<br />
THE largest benefactor of Valentine’s Day<br />
will be jewelers, followed by florists and<br />
candy purveyors. But keep in mind that all<br />
types of merchandise can be marketed for<br />
this holiday. Why couldn’t a nice fishing<br />
lure or cellular accessory be given to your<br />
someone special? Your business needs to<br />
capitalize on this concept and decorate<br />
your sales space with ideas to let shoppers<br />
know that you sell great gifts!<br />
HANG a sign that says “These Fleece<br />
Gloves Make a Great V-Day Gift!” A small<br />
>> ON-LINE SOURCING<br />
effort can increase your sales. Your space<br />
needs to scream “Come in and shop!” to<br />
everyone passing by so they don’t pass<br />
you by.<br />
WHEN it comes to gift buying most<br />
shoppers are more intent on finding the<br />
RIGHT gift rather than a cheap price tag.<br />
So, the rollback pricing and specials are<br />
not going to motivate your shoppers of<br />
you don’t have the right goods.<br />
AS for President’s Day, it’s a great weekend<br />
to take advantage of the marketing that the<br />
big box stores will be doing. They will get<br />
the shoppers out and on the road. Your<br />
job is to detour them into your store on<br />
the way. I have often suggested watching<br />
the sales prices at the big stores and find<br />
a product or two they are advertising and<br />
beat it by a dollar. Post the prices in your<br />
window and entice the buyers in. You will<br />
still make a profit, sell more products and<br />
bring in new shoppers who may not have<br />
been in your store before.<br />
ONCE a new shopper comes in, make<br />
sure that you give them an experience<br />
that they cannot get at the big box stores.<br />
If your staff is personable and helpful<br />
this will go a long way to create a good<br />
experience that will bring them back.<br />
WE are starting show season and will<br />
be adding thousands of new readers<br />
from several trade shows we sponsor this<br />
quarter. Next issue will be our special ASD<br />
Marketweek Show issue that is always one<br />
of our biggest reads of the year. See you at<br />
the shows!<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 />
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FORUM<br />
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RETAILERS FORUM is published monthly at $75/year USA,<br />
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Entire contents copyright ©<strong>2024</strong> by <strong>Forum</strong> Publishing.<br />
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etailers<br />
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APPAREL<br />
➥<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 />
Look For Reader Response Banner in Our ADS!<br />
Want More Info? Circle #00 on page 00 • www.Vendor411.com<br />
ADVERTISER INDEX<br />
ELECTRONICS<br />
❑ All Advertisers in ELECTRONICS<br />
❑<br />
08. Surplus Giant<br />
GENERAL & VARIETY<br />
❑ All Advertisers in GENERAL & VARIETY<br />
❑ 02. Harnel Inc. Party Goods<br />
❑ 07. Ramsons<br />
❑ 06. Stain Imaging<br />
HOME & HOUSE<br />
❑ All Advertisers in HOME & HOUSE<br />
❑ 23.<br />
Dakota Steel Art<br />
❑ 21. Sanders Collection<br />
SPORTING GOODS<br />
❑ All Advertisers in SPORTING GOODS<br />
❑ 04. Ohio Knife<br />
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Your Name ____________________________________________ Type of Business ____________________________________<br />
Company Name ____________________________________________________________________________________________<br />
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E-Mail: ________________________________________________Tel _______________________ Fax ______________________<br />
➥
WHAT’S HOT<br />
For more information, contact:<br />
www.Harnelinc.com<br />
Tel: 1-847-325-5231<br />
For more information, contact:<br />
www.LogicWholesale.com<br />
For more information, contact:<br />
www.<strong>Forum</strong>123.com<br />
Tel: 1-631-754-5000<br />
THE<br />
VAPORLAX<br />
DISPOSABLE POD DEVICE<br />
A portable stick-style<br />
disposable vape with 600<br />
puffs, flavors available in<br />
Energy Drink, Pineapple<br />
Ice, Peach Mixes, Mango<br />
Ice, Tropical Punch, Blue<br />
Razz, Strawberry<br />
$ 12.99<br />
Page 12 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
PARTY GOODS HEADQUARTERS<br />
THE party business is one of the largest segments of the retailing industry. Shoppers<br />
spend tens of millions of dollars every holiday on party decorations and accessories.<br />
Many of our readers have wanted to tap into this market but were unsure<br />
of how to do it and where to find reliable and competitive suppliers.<br />
HARNEL is a family owned business since 1984 and specialists in<br />
all things FUN. You know those mylar balloons you see for $2+ at the<br />
supermarket….Harnel has them for as low as .25. This is the supplier you<br />
have been looking for so expand your store or online business to selling<br />
party goods and start profiting big.<br />
THE company offers a huge selection of mylar and latex balloons, plush<br />
toys and a vast array of greeting cards.<br />
THIS month’s special for Valentines Day is a six pack of Valentine’s Day<br />
cards for just $1.92!<br />
VAPING IS BIG BUCKS<br />
WITH many local towns allowing the opening of drug dispensaries, the<br />
vaping industry has been booming. This goes for just plain tobacco vaping as<br />
well which has hit billions of dollars of sales annually.<br />
YOU may have noticed vape stores opening and expanding in your own<br />
town (we have seen as many as three on one block in NY), There are many<br />
entrepreneurs making bank on this trend and with companies like Logic<br />
Wholesale you can enter this industry inexpensively and with some of the<br />
best products available on the market today.<br />
LOGIC Wholesale carries all popular vape products from their own<br />
factories in the USA and China. All goods are 100% authentic and they carry<br />
all major brands available on the market.<br />
THIS month’s special is the Vaporlax which is a disposable pod device<br />
with 600 puffs in various flavors. Special pricing at $12.99 while they last.<br />
BUY BELOW WHOLESALE<br />
NOW more than ever it is important to buy products at the sharpest possible<br />
prices so you can make more margins when you resell at your store or online<br />
site. With the costs of goods increasing so rapidly it is harder than ever to<br />
follow the double mark-up rule that was the gold standard or retailing. We<br />
have had to become much more competitive to make sales and part of that<br />
is not being able to get the mark-ups we need.<br />
THAT was until now! <strong>Forum</strong> Publishing has released the new<br />
CLOSEOUT DIRECTORY and Coursebook that lists (by merchandise<br />
category), companies that specialize in closeout priced goods. These are<br />
products that can be overstock, overruns, discontinued goods, store<br />
returns and product changes.<br />
CLOSEOUT merchandise can be bought 25-75% off regular wholesale<br />
prices and will improve your bottom line by mixing these goods into your<br />
lines. The Closeout Directory is just $29.95 in print or PDF versions.
YOUR WHOLESALE PARTY HEADQUARTERS<br />
Gifts<br />
Toys<br />
PLUSH ANIMALS<br />
BALLOONS<br />
Mylar<br />
Balloons<br />
from<br />
39¢<br />
Also<br />
Jumbo<br />
Number<br />
Mylars<br />
$1.39<br />
GREETING<br />
CARDS<br />
from 15¢<br />
www.Harnelinc.com • 847-325-5231<br />
Want More Info? Circle #02 on page 11 • www.Vendor411.com RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 13
RETAILING NEWS<br />
Tik Top Shop Growing Pains<br />
TIK Tok has been growing its presence and many influencer agencies working with the platform<br />
are experiencing growing pains along with them. The Tik Tok Shop officially rolled out September<br />
of 2023 and now has over 200,000 merchants and 100,000 creators selling through the affiliate<br />
program. Tik Tok is a growing platform that influencers are trying to capitalize on and seems to<br />
be growing at a big clip. The platform has hit many snags both with technical issues as well as<br />
extremely tedious onboarding which has prevented many creators from joining.<br />
THE big test for the platform was last Christmas when over 150,00 creators and sellers published<br />
shoppable videos or live shopping streams during black Friday and Cyber Monday events. Tik Tok<br />
reported that over five million new customers made purchases on the platform that weekend – a<br />
result of 22.8 billion views across all shoppable live-streams and videos.<br />
DESPITE the optimistic numbers, marketers are finding the program’s suite of tools challenging to<br />
maneuver. Additionally, to sell through Tik Tok Shop brands must work with pre-approved creators<br />
or members of Tik Tok’s affiliate program.<br />
IN the long run, once the platform irons out the procedures this could be a tremendously<br />
profitable site and even a new standard for social commerce. Small businesses will be the ones<br />
who most benefit from the platform and sell merchandise in big numbers.<br />
<strong>2024</strong> Retailing Trends<br />
AT the start of every year retail analysts and pundits make their predictions and projections of<br />
where we were and where we are heading. Sometimes they are correct, often not. But what we<br />
do see is some of the issues brought up will be helpful for us to plan our year.<br />
THERE was bullish spending from Thanksgiving through Christmas which was extremely<br />
encouraging to retailers and ended the year with a bang. Will this continue for the new year – we<br />
do not know.<br />
SOME of the things we need to watch for the new year is the advent of AI and how it will affect<br />
retailing. The more search engines that link shopping and searching with AI, the more effect it will<br />
have on retailers. Small retailers who sell online are going to have quite an issue trying to be found<br />
once AI takes over search. There is a lot to digest when it comes to this new technology and all of<br />
us are going to have to sit up and pay attention.<br />
THOSE born after 2010 were digital natives at birth. Most of their shopping will be online<br />
ecommerce. While they may not have disposable income yet. They have plenty of influence on<br />
shopping decisions and cannot be ignored. For us retailers this means we need new innovations.<br />
The future of shopping will transcend physical and move into virtual in ways that will be like nothing<br />
we have seen before.<br />
THE metaverse that was so highly touted but disappointed is not dead but it certainly has slowed<br />
down. There could be a resurgence this year if the company focuses on more marketing and<br />
innovation.<br />
THIS year we will deal with a shortage of workers. The fashion industry will need to rejigger sizes<br />
as Ozempic makes Americans slimmer. It is predicted that <strong>2024</strong> will find consumers trying to be<br />
healthier which will affect their buying habits.<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 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
Want More Info? Circle #08 on page 11 • www.Vendor411.com<br />
RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 15
Page 16 FEBRUARY <strong>2024</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 | FEBRUARY <strong>2024</strong> Page 17
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 />
www.HeavenlySuits.com<br />
FULL COLLECTION OF DESIGNER TOP QUALITY<br />
CHURCH SUITS FOR WOMEN AND MEN<br />
Donna Vinci 1 Pc. Dress Set<br />
11691 Black/Purple<br />
Regular Price: $249.00<br />
Your Price $99.00<br />
Donna Vinci 2 Pc.<br />
Jacket & Skirt Set<br />
5658-N • Black/Print<br />
Special Price $179.00<br />
Page 18<br />
Want More Info? Circle #06 on page 11 • www.Vendor411.com<br />
FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
Skirt Suits • Dresses • Hats • Jackets • Mens & Boys Suits<br />
All Sizes in Stock - 4 Through 34W<br />
www.HeavenlySuits.com
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<br />
cs@sanderscollection.com<br />
RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 19
Why pay full wholesale? Get name brand and extreme<br />
value merchandise at far below wholesale prices.<br />
Safely source product in-person at our <strong>February</strong> Market.<br />
Register for Our <strong>February</strong> Market:<br />
REGISTER AT<br />
• Tuesday and Wednesday, <strong>February</strong> 13th - 14th<br />
www.tmcexpo.com<br />
• Name brands & extreme value merchandise<br />
• America’s largest permanent collection of closeout specialists<br />
• Practically the entire closeout industry under one roof<br />
TMC The Merchandise Center, 9555 Foster Avenue, Suite 600, Schiller Park Illinois 60176 ©Copyright 2023<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 20<br />
FEBRUARY <strong>2024</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 />
For Men<br />
$17.99<br />
SKMEI 1690<br />
Quartz Watches For Womens<br />
W/ Rhinestone Decoration<br />
$16.99<br />
SKMEI 1703 Fashion Flower Shape<br />
Dial Ladies Quartz Clock<br />
W/ 30m Waterproof<br />
$17.99<br />
FAST SHIPPING - 100% GUARANTEED AND WARANTEED - FAST SHIPPING<br />
ALL CREDIT CARDS ACCEPTED - WE SHIP WORLDWIDE - WHOLESALERS WELCOME<br />
www.TimeWholesalers.com<br />
RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 21
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 />
horological innovation and creativity. The long held belief<br />
that supremely crafted timepieces can be offered for a<br />
modest sums is the founding principle of Invicta.<br />
Explore an impressive selection of timepieces spanning 30<br />
diverse collections, and a wide use of exotic materials such<br />
as: meteorite, abalone, titanium, and carbon fiber. Invicta<br />
also offers collections from the worlds of Disney, Marvel,<br />
DC Comics, Star Wars, and the NFL.<br />
Invicta Bolt Womens Quartz 36<br />
mm Gold, Stainless Steel Case<br />
Blue Dial - Model 29196<br />
$259.00<br />
Sale Price: $ 69.00<br />
Invicta Angel Womens Quartz<br />
40mm Stainless Steel Case,<br />
Silver Dial - Model 31078<br />
$250.00<br />
Sale Price: $ 69.00<br />
Invicta Corduba Quartz Mens<br />
Watch - 52mm Stainless Steel<br />
Case, Stainless Steel/Polyurethane<br />
Band, Black, Steel (33654)<br />
$429.00<br />
Sale Price: $ 89.00<br />
Invicta Reserve Mens<br />
Mechanical 48mm Gold Case<br />
Gold Dial - Model 26486<br />
$499.00<br />
Sale Price: $ 69.00<br />
www.WatchDealers.net<br />
GREAT SELECTION ~ NO MINIMUM ORDER<br />
ALL CREDIT CARDS ACCEPTED ~ FAST SHIPPING<br />
Invicta Angel Womens Quartz<br />
33 mm Stainless Steel Case<br />
Blue Dial - Model 29114<br />
$279.00<br />
Sale Price: $ 59.00<br />
LARGEST COSTUME SELECTION IN USA!<br />
Women, Men, Kids and Yes, Pets too!<br />
WIGS - ACCESSORIES - DECORATIONS - SPECIALS & CLEARANCE<br />
Invicta Specialty Womens Quartz<br />
36 mm Stainless Steel Case<br />
Charcoal Dial - Model 29395<br />
$199.00<br />
Sale Price: $ 59.00<br />
Fast Shipping<br />
Worldwide<br />
All Credit Cards Accepted<br />
Fast Shipping Worldwide<br />
www.USACostumers.com<br />
Page 22 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
LARGEST FOOTWEAR BRANDS IN THE WORLD<br />
OVER 20 YEARS OF SERVICING THE MARKETPLACE<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 23
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Page 24 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 25
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FORUM WORKSHOP<br />
forumworkshop<br />
Starting Your Own<br />
Getting Customers<br />
In the Door<br />
Before your employees work their magic,<br />
you have to attract people into your place of<br />
business. People become customers only<br />
after they have bought something. Part of your<br />
management function is to get people in the<br />
door (or orders in the mailbox). Iʼve discussed<br />
advertising and public relations at some length.<br />
These are your starting points. Ads will build<br />
name recognition and, if designed well and targeted<br />
to the right audience, will attract the number<br />
of prospects you need to get started.<br />
Everyone who responds to an ad favorably will<br />
encourage a friend to try your store. An ad will<br />
simply get a warm body with a real or perceived<br />
need in your door. Ads will also attract<br />
“browsers” – people whose needs are still in the<br />
subconscious. How you keep people in your<br />
store depends on a combination of your sales<br />
techniques, your inventory, your pricing (relative<br />
to quality and service), and your display.<br />
DISPLAY<br />
Display is important. How you arrange products<br />
in your place of business will have an<br />
effect on your success. If your product is a<br />
Page 28 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
Starting Your Own<br />
BUSINESS<br />
physical object, attractive display<br />
is a matter of arranging items so<br />
that the customer is filled with a<br />
sense of abundance, cleanliness,<br />
and completeness: abundance of<br />
choices, clean displays and products,<br />
and a complete selection of<br />
sizes and styles. Of course, it is<br />
not possible to carry every size or<br />
style imaginable. It just has to<br />
look that way. A customer needs<br />
to feel that shopping in your place<br />
of business provides him or her<br />
with all the choice he or she<br />
wants. Too much choice can be<br />
confusing. If one store carried<br />
every Lladro piece in the collection,<br />
the buyer would be hard<br />
pressed to “pick a favorite.” One store needs to<br />
carry a good selection – something for each incremental<br />
price range. Then the store needs to<br />
add a few new pieces on a regular basis so the<br />
serious collector will have a reason to return.<br />
Business<br />
Display can do a lot to accomplish all of the<br />
above. The gift shop with one long, low display<br />
case packed with items of about the same price<br />
and size causes confusion. A potential customer<br />
has too much to look at, too many decisions<br />
to make.<br />
continued...
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 29
FORUM WORKSHOP<br />
The gift shop that uses a vertical, glass-shelved<br />
display case, with a dozen items in a spacious<br />
array, gives the customer a clear view of each<br />
item, and narrows the choices. How much is<br />
enough? It depends on your business.<br />
Even how your store is arranged can make a<br />
difference as to whether or not people will enter.<br />
A deep store with a narrow glass front has an<br />
advantage over a store with a wide, open, glass<br />
front, or one with no visibility from the street or<br />
mall corridor. A sufficient sampling of your merchandise<br />
should be visible to passersby to entice<br />
some to walk into the store. If everything<br />
you stock is visible from the window, why<br />
should anyone walk in? Your customers will<br />
come in, but will people who are “just browsing,”<br />
who want to look around but not buy<br />
today? Unlikely. You want to entice both groups.<br />
forumworkshop<br />
Think about your favorite bookstore. People<br />
browse through bookstores. I will visit a bookstore<br />
five or ten times for every purchase I<br />
make. Book lovers like to visit bookstores regularly,<br />
to plan their next book while they finish<br />
one. Bookstores place a selection of books in<br />
the window or entryway to draw people in. Then<br />
rows of bookshelves, that you cannot possibly<br />
see over, force you to wander the aisles. Too little<br />
visibility can entice shoplifting. So make certain<br />
that your<br />
staff can see<br />
the browsers,<br />
even if they<br />
canʼt see all the<br />
merchandise,<br />
from anyplace<br />
in the store.<br />
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Page 30 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 31
forumworkshop<br />
FORUM WORKSHOP<br />
Details count. Dust, missing limbs on mannequins,<br />
and fingerprints on counters take<br />
away from the impression you are trying to create.<br />
Display is an art. Large department stores<br />
hire full-time display personnel. While you<br />
might be talented or have an employee who is,<br />
donʼt cut corners. Professional freelance display<br />
artist Sue Molitoris says, “Itʼs aggravating<br />
to see a hand backwards, a dirty floor, a burned<br />
out light, or an undressed mannequin. The average<br />
customer may not see it, but it makes an<br />
impression. Lights are important. They need to<br />
be used, not just pointed toward the floor.” Sue<br />
organizes her displays around what stores<br />
have in stock. “If they have only one of something,<br />
someone will want it and weʼll have to<br />
take the window apart ten minutes later.” She<br />
says one client had twenty plaid dresses that<br />
were not selling, so she put a vest and matching<br />
accessories on the dress in the display windows,<br />
and the store sold out. Brent Erkelens,<br />
art and advertising director at O.C. Tanner Jewelers,<br />
says, “I think windows are better advertising<br />
than advertising. They get a lot of attention.<br />
And to see them, you have to go by the store<br />
and see where it is.”<br />
Your display should catch attention. Make<br />
people stop, literally, to look at your displays<br />
and put themselves in the scene or the item on<br />
display in their own scene (home, recreation,<br />
work).<br />
continued...<br />
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Page 32 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 33
FORUM WORKSHOP<br />
Should you hire a professional? My suggestion<br />
is, if you donʼt have a lot of natural artistic ability<br />
and a little on-the-job training, a professional<br />
will give you the edge. Like advertising, it is<br />
possibly one expenditure of capital that will give<br />
you an edge over the competition, and it should<br />
pay for itself.<br />
BANNERS & POSTERS<br />
Banners and posters are two other visual<br />
items used to attract attention. Most shoppers<br />
these days want prices clearly marked.<br />
forumworkshop<br />
People have less time to shop and therefore,<br />
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items when they are not. Unless you live in<br />
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do less comparison shopping, people do comparison<br />
shop. They compare not only you and<br />
your competitors, but your prices and inventory<br />
from one day to the next. If your “regular price”<br />
is made to look like a “sale price” because of<br />
flashy signs, youʼll lose credibility. Your customers<br />
will have less reason to respond to any<br />
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Page 34 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 35
FORUM WORKSHOP<br />
If everything is always on sale, then nothing<br />
ever really is. Most people spend time pondering<br />
their perceived needs and they wait for the<br />
right item at the right price. Keep yourself in the<br />
competition with honesty.<br />
SALES, PROMOTIONS,<br />
DISCOUNTS<br />
How can you expect to fool people who come<br />
into your store once a week or month by hanging<br />
posters that make the same price look like<br />
a special deal? You canʼt. A “special promotion”<br />
should be just that – special, meaning unique:<br />
lower prices for a limited period of time. Salt<br />
Lakeʼs Downtown Retail Association (DRMA)<br />
sponsors a semiannual sidewalk sale, sometimes<br />
in conjunction with the two downtown<br />
malls. Merchants on Main Street and those in<br />
forumworkshop<br />
the malls push a lot of inventory onto the sidewalk<br />
or into the corridors. The event is heavily<br />
promoted. Having been employed in the downtown<br />
area for eleven years and gone to almost<br />
every such sale, I noticed that very few of the<br />
merchants offer anything on sale at the sidewalk<br />
sales that wasnʼt on sale inside the store<br />
the previous day and wonʼt be on sale in the<br />
store the following week. Again, I had the advantage<br />
of working downtown. The suburbanite<br />
who travels to town twice a year – for the sidewalk<br />
sales – may not be aware of this. So it<br />
does attract some business.<br />
continued..<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 37
FORUM WORKSHOP<br />
However, there<br />
is one gift store<br />
on Main Street,<br />
Shapiroʼs, that<br />
is a notable exception.<br />
Their<br />
“sale” really is<br />
one – limited in<br />
time and large<br />
in quantity. Operated<br />
by the<br />
founderʼs son,<br />
who employs<br />
his own two sons, Shapiroʼs has built an image<br />
of excellence for luggage and gifts. I shop there<br />
not only during their sidewalk sales, but anytime<br />
I want a tasteful gift. I appreciate their honesty<br />
and the occasional good deal. I feel good<br />
about patronizing an honest business person.<br />
forumworkshop<br />
While I personally donʼt spend a moment of my<br />
time fighting the crowd to look at stuff I know to<br />
be on permanent sale, these events are popular<br />
in Salt Lake. It gives the merchants an opportunity<br />
to move old or dated merchandise,<br />
gain exposure for their product line, and it creates<br />
a media event for the downtown area. Department<br />
stores have a chance to put a<br />
sampling of all their wares – usually spread<br />
over four floors or more – on view. Itʼs a way to<br />
show people who never ventured into the<br />
housewares department what the store carries.<br />
For the small merchant with limited inventory,<br />
most sidewalk sales are an excuse to get rid of<br />
junk. Most people recognize junk when they<br />
see it. But even junk – unsold merchandise –<br />
will find a buyer of the price is right, and the<br />
merchant has just that much less cash tied up<br />
in something that will never sell. continued..<br />
Page 38<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 39
FORUM WORKSHOP<br />
A sidewalk sale is another type of display.<br />
For people who have never ventured into your<br />
store, it gives them a good look at what you<br />
carry if you put your usual merchandise on display,<br />
rather than those things you want to get<br />
rid of and donʼt intend to carry anymore. Keep<br />
this in mind if you have the opportunity to participate<br />
in this type of event.<br />
The “Sale” has become<br />
a standard way of doing<br />
business for many large<br />
department stores.<br />
Thereʼs the everyday<br />
low price sale, the every weekend sale, and the<br />
“real” sale. A specialist in the everyday sale, Mr.<br />
Mac (Mac Christiansen), a Utah clothing retailer,<br />
trains salespeople to attach themselves<br />
to a client as soon as one walks in the door. If<br />
forumworkshop<br />
Page 40 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
you express interest, or even disinterest, the<br />
salesperson will go “talk with Mac,” return, and<br />
tell you the “real price,” which is predictably half<br />
of the marked price, if the price is marked, or<br />
half the original price the salesperson told you.<br />
People who shop regularly, like myself, have<br />
come to understand how the game is played. I<br />
find one of my two regular salesmen, so as not<br />
to be pestered by the others, and have him help<br />
me. They keep records of their customersʼ purchases,<br />
so they can offer me real assistance<br />
finding the right sizes, and a suit or shirt that will<br />
match the rest of Buddʼs wardrobe. Except for<br />
the everyday-salesness of the system, they<br />
offer the same service as the people at Classy<br />
Lady. But it can be a little overwhelming for the<br />
uninitiated; and I know people who wonʼt enter<br />
the store because, they say, “the salespeople<br />
are so pushy.”<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 41
FORUM WORKSHOP<br />
Well, in his favor, Mac has operated a successful<br />
business for years. He has relocated his<br />
downtown Mr. Mac store four<br />
times in the last decade, too. He<br />
stocks a huge selection of menʼs<br />
clothing, and more recently<br />
womenʼs, and for the quality of<br />
clothing he offers, no one can<br />
touch his prices. Once you find<br />
one salesperson to deal with, it is a<br />
pleasant system.<br />
Could a newcomer copy it? Mac buys for his<br />
stores around the state. Each store has a large<br />
selection, so a salespersonʼs help to narrow the<br />
choices is legitimate. And since his salespeople<br />
tend to stay with him for years, a customer can<br />
deal with a single individual, who has kept<br />
records, over a long period of time. Since Macʼs<br />
forumworkshop<br />
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Page 42 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
son Scott works there, I would venture to guess<br />
there will be at least one salesperson I will deal<br />
with for as long as the company remains in<br />
business. The company really sells service.<br />
They even offer lifetime free tailoring on any of<br />
their merchandise, even if you lose fifty pounds,<br />
as one acquaintance of mine did.<br />
Inkleyʼs, as do many electronics stores, always<br />
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out & Inkleyʼs price is listed below it. This is another<br />
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Inkleyʼs pricing, like everyone elseʼs, regardless<br />
of the product or service for sale, is determined<br />
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(profit margin), etc. The manufacturerʼs<br />
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continued..<br />
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forumworkshop<br />
FORUM WORKSHOP<br />
If your price is never really our price, you can<br />
expect customers to wait for your best price.<br />
Once you set the precedent of having regular<br />
sales, you can expect the majority of people<br />
who are in the market for what you sell (have a<br />
perceived need) to wait for your special deal. Is<br />
this a good way to run a business? If all of your<br />
competitors operate that way, you may have to,<br />
to compete. Run your sales when the competition<br />
runs theirs and invite those sale-shoppers<br />
to compare. But donʼt sell things for less than<br />
they cost you. A lot of<br />
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Let your competitors<br />
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their customers. Once someone comes into<br />
your store for the lettuce, he or she is likely to<br />
pick up other needed items. The other examples<br />
are less obvious. The trick of selling one<br />
item at cost (or on sale) with another at a profit<br />
is training your salespeople (yourself, too) to<br />
service customers.<br />
continued..<br />
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Want More Info? Circle #01 on page 11 • www.Vendor411.com RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 45
forumworkshop<br />
FORUM WORKSHOP<br />
It is called suggestion selling, and volumes<br />
have been written about it. Simplified, it means<br />
when someone comes to your store in response<br />
to the advertised special, the salesperson<br />
or clerk has to (not should, has to) say,<br />
“Now such and such would go nicely with that”<br />
or “Would you like a such and such to put that<br />
in?” A talented, trained salesperson will make<br />
the two items seem essential, inseparable, and<br />
important to the customer. And once presented,<br />
the idea will seem obvious to the client – something<br />
he or she would have thought of, given<br />
the time. A<br />
camera needs<br />
a bag; a shirt<br />
needs a tie;<br />
even lettuce<br />
needs salad<br />
dressing.<br />
CUSTOMER SERVICE<br />
This is customer service. Whether you sell<br />
on-sale or as-marked, customer service<br />
matters more than anything else if you want<br />
to build a clientele of repeat customers.<br />
This does not include “bargain hunters” or the<br />
poor. We are talking about people who have<br />
enough money to cater to their perceived<br />
needs, as well as, or rather than, their real<br />
needs. Those who need clothes because the<br />
old ones are worn out past repair will price<br />
shop. They will put up with rude salespeople if<br />
the price is cheap. But if you are trying to get a<br />
share of Americaʼs discretionary income, set<br />
your sights higher.<br />
continued..<br />
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Page 46 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 47
forumworkshop<br />
FORUM WORKSHOP<br />
If you are starting a small business on little capital,<br />
how can you hope to compete with the discounts<br />
of low-price retailers? They buy from<br />
Hong Kong and Korea in huge quantities for<br />
their chain of stores. Forget it. As a small business<br />
you should set your sights on middle to<br />
upper income shoppers. These people want<br />
service. They want quality. They will recognize<br />
quality if they get service. Your goal should be<br />
to sell everything in your store for “list price.”<br />
The weekend sale is a variation of the allthe-time<br />
sale. The bargain hunters wait for the<br />
weekends. The people who hate crowds shop<br />
weekdays and pay more. Itʼs a decent way to<br />
get people in the store during an otherwise slow<br />
time. But advertising costs are very high. A<br />
small retailer or service business would be hard<br />
pressed to afford the television time.<br />
The “real sale” is unpredictable, or so seldom<br />
as to be hard to remember. Nordstrom has real<br />
sales, as does Shapiroʼs gifts. Once or twice a<br />
year, they clear their inventory. The price reductions<br />
are dramatic, the time period limited. Both<br />
sell leftover or seasonal merchandise to people<br />
who could not otherwise afford to shop there.<br />
But the sale prices are still high enough to dissuade<br />
the “bargain hunter” or the poor. Nordstrom<br />
attracts the<br />
upwardly mobile who<br />
need a nice wardrobe<br />
and who will continue<br />
to shop there during<br />
and after their climb<br />
up the ladder (or their<br />
spouseʼs). The “real<br />
sale” builds customer<br />
loyalty. continued..<br />
Page 48 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
We’re All About FUN!<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 49
FORUM WORKSHOP<br />
VISIBILITY<br />
forumworkshop<br />
There are other, less obvious ways to “sell” your<br />
business. Make your company name visible.<br />
When CBS changed its name to Key Bank,<br />
management gave gold key lapel pins to all the<br />
employees. As these people interact with the<br />
public, both in the bank or in a restaurant at<br />
lunch, their pins advertise the company. It<br />
plants name recognition in peopleʼs minds. A<br />
lapel pin gives strangers something to talk<br />
about. (“Oh, what a<br />
cute pin. Is that Key<br />
Bank?”) Uniforms are<br />
another way to create<br />
recognition. Most fast<br />
food restaurants issue<br />
uniforms for this reason<br />
(and because polyester is easier to clean<br />
daily than street clothing). Hats, name badges,<br />
a t-shirt printed with the companyʼs logo – all<br />
are ways to tell people who enter your store<br />
where they are and who they are dealing with.<br />
People learn to recognize and equate certain<br />
colors with certain products. Watch<br />
yourself the next time you shop for staples at<br />
the grocery store. Donʼt you reach for the package<br />
before you read the name? Thatʼs because<br />
you recognized the colors and design and didnʼt<br />
have to read the name. That same “packaging”<br />
can work for you in your retail or service business.<br />
You probably wonʼt want to ask your<br />
bookkeeper to wear a uniform or a name tag,<br />
but do invest in a desktop nameplate for your<br />
entire office staff.<br />
continued..<br />
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JewelClearance.com<br />
Page 50 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 51
FORUM WORKSHOP<br />
It is more comfortable for a repeat customer to<br />
read someone's name and then greet that person<br />
by name with a prompt, than to start a conversation<br />
with, “Now what is your name?” Make<br />
people feel at ease. Make them shop by the<br />
packaging. Again, the more effort you take out<br />
of the process, the more people will habitually<br />
patronize your place of business.<br />
forumworkshop<br />
scratches immediately.<br />
Anything<br />
you can<br />
do to get your<br />
name seen or<br />
heard by the<br />
public is part of<br />
selling.<br />
Guy, The Ringmaker, wears a green jewelerʼs<br />
apron with his logo imprinted on the front. Every<br />
time he visits a suppliers or goes to the bank,<br />
people can see where he works. He is a walking<br />
billboard. Find ways for you and your employees<br />
to become walking billboards, too.<br />
Even your automobile should have a painted or<br />
magnetic sign on the side that displays the<br />
name of your business. Of course, you must<br />
keep your car in good repair – fix dents and<br />
GETTING REPEAT BUSINESS<br />
Once you get prospects into your place of<br />
business, meet or surpass their expectations.<br />
Every business owner who knows that<br />
success is based on repeat business will tell<br />
you his customers return because of the service<br />
he and his employees give.<br />
continued..<br />
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Page 52 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 53
FORUM WORKSHOP<br />
When I owned Midnight Oil Typesetting, I<br />
counted on about a dozen people, who represented<br />
small businesses, non-profit organizations<br />
and large corporations, to bring me their<br />
monthly ad, monthly newsletter, annual price<br />
list changes, and menu changes to typeset.<br />
The same people came back again and again.<br />
Without them, I would have gone broke. One of<br />
my former customers owned a business at one<br />
time that did go broke when three of his regular<br />
clients declared bankruptcy within a month of<br />
one another.<br />
You should never narrow your customer<br />
base too much. Expect some of your regulars<br />
to stop shopping at your business. Some stop<br />
because of financial problems, others will have<br />
moved out of the area. But every customer you<br />
treat well, who comes back again, is gold.<br />
forumworkshop<br />
Page 54 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
Customers whom you treat well should treat<br />
you well too. Beware the ones who are never<br />
satisfied, who are always looking for whatʼs broken<br />
before they even pay for it. The people you<br />
can never please are not worth your time and<br />
effort because they are either looking for a reason<br />
not to pay you, or they are going to take up<br />
so much of your time and mental energy making<br />
them happy that you will lose a dozen other<br />
customers who would require only your normal<br />
time and effort to<br />
please. People who<br />
complain about<br />
problems that you<br />
know have no basis<br />
in fact are often out<br />
to get something for<br />
nothing.<br />
continued..<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 55
FORUM WORKSHOP<br />
They want a special<br />
discount on a camera,<br />
a free ad in your<br />
magazine, and a lot<br />
of your time. Donʼt<br />
give anything away<br />
without a reason. Be<br />
polite. Remember,<br />
they have friends,<br />
too, and word-ofmouth<br />
can work<br />
both ways. But assert yourself and tell these<br />
people that things that are not broken cannot<br />
be fixed. Follow up by saying, “How can I really<br />
help you?” In retail, your loss will be time. In<br />
service or other businesses that rely on inhouse<br />
credit, the chronic complainer will cost<br />
you time and money. However, if you make the<br />
“sale” correctly, you can avoid a lot of combat.<br />
forumworkshop<br />
Dealing With Complaints<br />
You have to learn to distinguish the chronic<br />
complainers from those who complain because<br />
they have a misunderstanding. Sometimes a<br />
gap in the sales process has created that misunderstanding.<br />
Remember, making a “sale”<br />
must include establishing worth, value, and<br />
agreement to exchange product for dollars. The<br />
most frequent complaint we heard at Ednaʼs<br />
publishing company was that the client had gotten<br />
no calls the week after the ad appeared in<br />
our magazine. The food places, selling 50 sent<br />
ice cream cones for 25 cents seldom had that<br />
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– jewelers, fur dealers, lawyers, and doctors<br />
– complained without fail. People donʼt call the<br />
doctor unless they need to. continued..<br />
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Page 56 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 57
forumworkshop<br />
FORUM WORKSHOP<br />
Few people buy furs & jewelry<br />
the moment they see<br />
an ad. Again, people react<br />
to advertising when they already<br />
have a perceived<br />
need. Wanting something,<br />
having the time to shop for<br />
it, and having the money (now or over time) to<br />
pay for it are all factors in the buying process.<br />
I often wondered why salespeople never explained<br />
that to their clients. Nevertheless, those<br />
who protested the most were typically the ones<br />
who did not pay their bills. They never agreed<br />
that advertising had value, so they looked for<br />
“reasons” not to pay. Not having the phone ring<br />
off the hook was a “reason.” To Edna, it was an<br />
“excuse.” An incomplete sales process had created<br />
the situations, nevertheless.<br />
SHOULD YOU NOT SELL<br />
TO SOME PEOPLE?<br />
Part of successful selling is knowing whom<br />
not to sell to. Donʼt sell to people who have no<br />
money. Some people will say they donʼt have<br />
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make the sale. If the person really has no<br />
money, youʼll find out when youʼre ready to<br />
close the sale (“How would you like to pay for<br />
that today?”) and are told no (“I donʼt have any<br />
money now”) just before the person leaves the<br />
store. When you sell on contract and credit, you<br />
have to be even more careful. You have to determine<br />
both willingness and ability to pay.<br />
continued..<br />
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Page 58 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 59
forumworkshop<br />
FORUM WORKSHOP<br />
Potential debtors who have no money will actually<br />
tell you so. An ad insertion contract, for example,<br />
presumes creditworthiness. Listen to<br />
the things people tell you as though they were<br />
filling out a credit application. “Iʼm just starting in<br />
business, and I donʼt really have a budget for<br />
advertising,” or “I just got out of Chapter 11 and<br />
weʼre trying to recover,” should tell you that this<br />
client is not a good<br />
credit risk. These people<br />
might be future<br />
customers. The future<br />
might be now if, “I donʼt<br />
have the money,” is an<br />
excuse, not a real reason.<br />
A good salesperson<br />
can move such an<br />
“objection” into a sale.<br />
But if that person really<br />
doesnʼt want to or cannot afford to buy and<br />
feels pressured into signing a contract to pay<br />
later, youʼll spend an inordinate amount of time<br />
trying to collect.<br />
Nevertheless, many merchants knock themselves<br />
out to make it possible for people who<br />
canʼt pay for something to have it anyway.<br />
Some methods are legitimate, others are courting<br />
bad debt. Putting something on layaway is<br />
the only legitimate way for a start-up company<br />
to turn a hopeful into a buyer. Even so, the<br />
salesperson must make it clear that a layaway<br />
deposit is forfeit if the customer changes his or<br />
her mind. The fact remains that the hopeful<br />
does not gain possession of the merchandise<br />
until it is paid for in full, and there is a limited<br />
time period that you are obligated to have that<br />
item removed from your inventory for sale.<br />
continued..<br />
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Page 60 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 61
forumworkshop<br />
FORUM WORKSHOP<br />
Other systems, like the “Payment Plan” or<br />
“Weʼll hold your check until Friday,” are foolish<br />
if you part with product or service first and you<br />
donʼt have enough working capital to also be in<br />
the finance business. You have just given your<br />
hopeful the perfect excuse never to pay you:<br />
“Well, I didnʼt have the money and you pressured<br />
me into placing an ad,” or, “I thought I<br />
was going to get paid by one of my customers<br />
on Friday so I could pay you, but I didnʼt get<br />
paid.” I heard these both a lot at my last job.<br />
And when the bankruptcy notices arrived in the<br />
mail, my employerʼs chances of collecting at all<br />
dropped to zero. Yet I watched her give credit to<br />
people who were obviously not credit-worthy,<br />
who told her so, and who did not even put a deposit<br />
on the order to cover expenses. If it happens<br />
to you, you will spend months, years<br />
even, on the telephone (or in court) trying to<br />
collect. All that time should be spent servicing<br />
clients who do business with the company regularly<br />
and pay their bills, as well as soliciting<br />
new business. Itʼs sad that the bad debts command<br />
more attention than the loyal customers<br />
when you extend credit.<br />
EFFECTIVE SELLING<br />
Everything depends on how effectively<br />
you sell. Remember, “the<br />
sale,” like any legal contract, is<br />
based on understanding & agreement.<br />
A signature is not a sale.<br />
Donʼt sell to people who do not want<br />
to buy from you & tell you so both by<br />
their words & by their unwillingness<br />
to give you any money (payment in<br />
full or a deposit). continued..<br />
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Page 62 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 63
FORUM WORKSHOP<br />
Move on to the next name on your callback list<br />
or the next person on the sales floor. It takes an<br />
astute salesperson to tell when a “browser” has<br />
become a “potential buyer.” Make browsing<br />
comfortable (except for shoplifters), but donʼt<br />
spend too much time forcing browsers into<br />
making credit purchases, unless the credit and<br />
the risk belong to a credit card company or<br />
bank. Wait until a browserʼs mental state is that<br />
of a potential buyer – someone with a real or<br />
perceived need – then use those sales techniques<br />
to close the sale and collect your money.<br />
Don’t Overextend Credit<br />
Donʼt sell to people who stop paying you. If you<br />
do extend credit to a regular customer and he<br />
or she doesnʼt pay the bill for a month or two,<br />
forumworkshop<br />
Page 64 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
tell the client you will not sell anything else to<br />
him or her until you are paid in full. Also request<br />
that any future purchases be paid for with cash,<br />
in full.<br />
A lot of business owners donʼt<br />
do this because they are<br />
afraid theyʼll lose a customer,<br />
or worse, a friend. You will<br />
lose neither. People who donʼt<br />
pay you are not customers.<br />
People who owe you a great<br />
deal of money will go out of<br />
their way to stop doing business<br />
with you. They may feel<br />
guilty, they certainly donʼt want to receive daily<br />
phone call reminders about how much money<br />
they owe you, and they donʼt want to get in any<br />
deeper, unless they are thieves.<br />
continued..<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 65<br />
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FORUM WORKSHOP<br />
You can avoid both thieves and the honest<br />
business people who simply spent more than<br />
they could afford and now canʼt or wonʼt pay<br />
your bill, by saying “no” when the accumulated<br />
debt is two months old. Why not three or four?<br />
Because you have a chance of collecting on a<br />
month or two of back debt.<br />
The last year I owned my business, two of my<br />
best customers (and favorite people) went<br />
bankrupt. Both paid my bill before they did. One<br />
left the state, the other took Chapter 11 and<br />
eventually sold out (John Feltʼs Heritage Keepsake).<br />
But before that happened, I called on<br />
them often to find out if I could do any more<br />
work for them. I had extended both credit. (I<br />
never let a bill get more than thirty days old before<br />
I personally went to collect and never did<br />
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forumworkshop<br />
Page 66 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
drop by periodically and solicit<br />
business. The business never<br />
came my way. I felt bad and<br />
started to wonder what I was<br />
doing wrong – what I was<br />
doing to make them unhappy.<br />
I wondered if I had lost these<br />
two customers to some other<br />
typesetter. I tried to figure out<br />
why they didnʼt use my services<br />
any longer.<br />
I found out why after they both went out of business.<br />
It was because they thought enough of<br />
me and how I ran my business that they did not<br />
want me to be a victim of their circumstances.<br />
Long before a business goes bankrupt, the<br />
owner will know that it is a likely possibility.<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 67
FORUM WORKSHOP<br />
Your “good customers” will<br />
not want you to be one of<br />
the losers if the worst<br />
should happen. They wonʼt<br />
tell you the real problem.<br />
Theyʼll just avoid you and<br />
make excuses for not giving<br />
you more business. Be<br />
friendly, donʼt beg, and<br />
avoid deals too good to refuse.<br />
You can put yourself<br />
on the creditorsʼ list if you<br />
try hard enough. Donʼt.<br />
When people canʼt pay, or<br />
stop paying, work a little harder to find a new<br />
paying customer. Spend very little time on the<br />
non-paying customers; preferably no time at all.<br />
Just a polite, “hello,” when you pass them on<br />
the street or see them in small claims court.<br />
forumworkshop<br />
Management<br />
There are lots of books and theories abut<br />
management. Most deal with corporations.<br />
Managing people who work for your small business<br />
is quite a different art. From what I have<br />
observed, the motivators are rearranged.<br />
Perhaps this is because corporations tend to<br />
hire highly qualified people, continue to train<br />
them throughout their careers, and pay them<br />
what they “are worth.” Small businesses tend<br />
to hire the range from highly qualified people<br />
to totally unskilled people; training lasts one<br />
week, if at all, and pay is proportional to ”what<br />
the business can afford.” The dynamics are<br />
different.<br />
continued..<br />
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Page 68 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 69
FORUM WORKSHOP<br />
Everyone expects to earn more over time,<br />
as they increase their skills and efficiency<br />
on the job. Large public corporations (not small<br />
companies that have incorporated) have more<br />
capital. They can afford to give cost of living<br />
and merit raises regularly. Small start-up companies<br />
operate on a survival budget. No matter<br />
how deserving an employees, the money may<br />
not be available to give a raise.<br />
THE CORPORATE PICTURE<br />
Traditionally, large corporations<br />
hired employees with the expectation<br />
of getting thirty years<br />
of work from their people. This<br />
attitude is less prevalent today,<br />
with mergers and layoffs and<br />
two-income couples who follow<br />
forumworkshop<br />
different career paths. The traditional “wife” who<br />
followed her husband from city to city in pursuit<br />
of his climb up the ladder is harder to find these<br />
days; sometimes the husband chooses that<br />
role.<br />
Small businesses may want to hire lifetime employees.<br />
But that is unrealistic. The factors that<br />
influenced the traditional thirty-year employee<br />
to stay were: salary, benefits, pension plans,<br />
and power. Start-ups will spend one to five<br />
years struggling to pay bills and minimal<br />
salaries, while putting a little cash aside for expansion<br />
or change. There just isnʼt any money<br />
for pension plans. Benefits tend to include employee<br />
discounts on what the company sells,<br />
co-payments on health and dental insurance,<br />
and the annual company picnic or Christmas<br />
party.<br />
continued..<br />
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FEBRUARY <strong>2024</strong> Page 71
FORUM WORKSHOP<br />
This doesnʼt even come close to the expense<br />
accounts and club memberships that<br />
a corporate executive can expect to receive<br />
as a matter of course. As oneʼs salary gets<br />
higher, so do taxes. At some point, a raise will<br />
lower oneʼs net income; so benefits (which are<br />
not taxable to the employee, and these rules<br />
have changed lately) are the tie that binds.<br />
I have had my boss supply a pizza on nights<br />
Iʼve worked until 10:00pm. But I know I could<br />
have afforded that pizza; furthermore, the only<br />
time I ate pizza was on nights I worked late. In<br />
other words, receiving something that I would<br />
not buy for myself, if I had<br />
the money to do it doesnʼt<br />
count as a benefit – not<br />
when I measure job satisfaction<br />
and motivation to<br />
Page 72 FEBRUARY <strong>2024</strong> |<br />
forumworkshop<br />
RETAILERS FORUM MAGAZINE<br />
stay. Receiving benefits that I would spend my<br />
money on anyway does count. Complimentary<br />
ballet tickets are money in my pocket.<br />
Managing employees at a small firm requires<br />
a different type of effort than doing<br />
the same for a corporation. Corporate employees<br />
are paid highly not only for their job<br />
abilities but for their social skills. Part of the<br />
game is to get along with a large number of<br />
people in the office and socially outside of work.<br />
Small companies require that their employees<br />
co-exist in the office place. If they socialize outside<br />
the office, it is usually based on genuine<br />
friendship and mutual interests. Since there is<br />
seldom, if ever, a ladder to climb, there is no<br />
need or call for ladder-climbing behavior patterns.<br />
Mentorism is irrelevant when the only job<br />
higher than yours is the ownerʼs.<br />
continued..<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 73
FORUM WORKSHOP<br />
Since getting along is a byproduct of genuine<br />
attraction on the part of co-workers in a small<br />
business, it is harder to find people who will get<br />
along. They donʼt have to work to “get ahead”<br />
just to “stay put.” In a small company, people<br />
really do get along from the start, or they never<br />
will. Corporate employees have to deal with<br />
hundreds of personalities. It is unlikely that so<br />
many people will have enough in common to<br />
get along well all the time. They simply have to<br />
“put up with each other.”<br />
BUILDING A TEAM<br />
The first thing you should try to accomplish as<br />
the owner of a new small business is building a<br />
“team.” You have to hire people not only on the<br />
basis of their skills and how well you (the<br />
forumworkshop<br />
owner) like them, but also how well your entire<br />
staff gets along. In a small company, people<br />
who get along well will work longer and harder<br />
for you.<br />
One way to build this type<br />
of staff is to include your<br />
current employees in any<br />
decision to hire a new<br />
person. Have everyone<br />
sit in on your second interview with applicants.<br />
Ask what they think. First impressions are often<br />
misleading. You and your staff may decide at a<br />
future date that you made a mistake about<br />
whom you accepted, and a few good prospects<br />
who were too shy to make a good first impression<br />
may be lost to you. But people who like<br />
each other are more likely to put in those late<br />
night hours to help one another.<br />
continued..<br />
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Page 74 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 75
FORUM WORKSHOP<br />
Did you think they worked long and hard to<br />
help you ... the boss? To some degree this is<br />
true. But there is an unwritten rule that keeps<br />
bosses and employees separated outside of<br />
the office, which is as it should be. How can you<br />
be objective and supervise, hire or fire, if an<br />
employee follows you home for poker games or<br />
family reunions? Donʼt do it, even if you feel a<br />
friendship building. Keep some distance so you<br />
can still manage. Lunches outside the office<br />
can work, if you talk business.<br />
The Work Environment<br />
forumworkshop<br />
When the going gets tough and<br />
the hours get long, people put in<br />
extra time and effort to help their<br />
friends – their co-workers. Since<br />
the money for regular raises simply<br />
will not exist in the early years, your employees<br />
are going to be further motivated to remain<br />
in your employ if they have a great deal of control<br />
over their work environment. The biggest<br />
factor is whom they work with. Light, music or<br />
silence, work systems, etc. are the other<br />
things that your employees want to control.<br />
Do you insist that employees straighten their<br />
desks at the end of the day? If so, you are taking<br />
away some of the control that your people<br />
seek. The fact is, while bosses care about neat<br />
desks, customers seldom do. If an artistʼs or<br />
salespersonʼs desk is cluttered during the workday,<br />
and that person is working at his or her<br />
desk, clutter represents how they get work<br />
done. To insist they do it differently may slow<br />
them down, or sabotage a “system.” Within reasonable<br />
limits, allow your staff control over their<br />
environment. continued in next issue ...<br />
Page 76 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
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Page 78 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 79
Start Your Own<br />
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Page 80 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 81
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Page 82 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 83
Your<br />
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Page 84 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 85
The Complete Guide to Making Money at Auctions!<br />
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Page 86 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 87
The <strong>Retailers</strong><br />
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Page 88 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE
WE HAVE BUYERS!<br />
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RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 89
Trade<br />
MaGaZINeS<br />
Trade <strong>Magazine</strong>s<br />
Swap Meet<br />
This exciting monthly magazine<br />
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merchandise and services to<br />
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It provides excellent resources for<br />
merchandise and each issue contains<br />
a bonus Directory of Flea<br />
Markets throughout the United<br />
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Order No. SM-S ...Swap Sample ...$10.00<br />
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Closeout News/<br />
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ADVERTISING SPACE AVAILABLE<br />
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Page 90 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
Page 90 90<br />
<strong>Retailers</strong> <strong>Forum</strong><br />
SoloMayoreo<br />
“I Can Get<br />
It For You<br />
Wholesale”<br />
Written in Spanish,<br />
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USA Closeout Directory<br />
Now, more than ever, it is essential for the success of your merchandising business to<br />
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a s<br />
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Directory of Smoke Shops<br />
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Business Directories<br />
Page 91<br />
RETAILERS FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 91
Imagine<br />
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How to Find,<br />
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Business Directories<br />
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The crafts industry is one of the hottest-growing<br />
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Order No. AC $29.95<br />
Page 92 FEBRUARY <strong>2024</strong> | RETAILERS FORUM MAGAZINE<br />
Page 92<br />
Holiday Merchandise<br />
Wholesalers<br />
& Manufacturers<br />
Introducing our newest directory that puts<br />
the country’s largest suppliers of holiday<br />
merchandise at your fingertips. Seasonal<br />
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Wholesale Gift Guide<br />
A Great resource to locate higher end<br />
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You’ll refer to this on a daily basis to<br />
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Order No. GG Gift Guide $39.95<br />
Annual Guide to the<br />
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Here is an incredible Directory that<br />
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Order No. 321 $249.00<br />
USA Mail Order Catalogs<br />
New for this year is a compilation of BOTH<br />
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Over 7,000 consumer catalog companies<br />
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Makers Directory<br />
Up-to-date and easy-to-use directory<br />
solving your jewelry materials sourcing,<br />
production and contracting needs.<br />
If you are considering your own line<br />
of jewelry items this is a must-have<br />
in locating materials and factories to<br />
produce it.<br />
Accessories<br />
Sourcing Directory<br />
The comprehensive directory provides<br />
you with direct sources for the designing<br />
and manufacturing of bags, belts,<br />
hats, shoes, gloves. You will find the top<br />
companies to help you produce your merchandise<br />
directly at their factories.<br />
Order No. 121 $150.00<br />
Order No. 122 $100.00<br />
1-800-635-7654 Business Directories<br />
RETAILERS<br />
Page 93<br />
FORUM MAGAZINE | FEBRUARY <strong>2024</strong> Page 93
APPAREL<br />
BUSINESS DIRECTORIES<br />
Fabrics, Services, Trims<br />
This up-to-date directory solves your<br />
production sourcing and contracting<br />
needs in the Americas. The sourcebook<br />
includes: sewing, cut-n-sew, and finishing<br />
contractors and apparel production<br />
services from within the U.S., Canada<br />
and South and Central America. All<br />
factories are sorted by clothing classification<br />
and by U.S. state or by country.<br />
This directory will help you put your<br />
own designs into production.<br />
Order No. 0971486743 $125.00<br />
A complete and updated guide listing<br />
over 2,600 nationwide suppliers of all<br />
types of domestic and imported fabrics,<br />
trims and notions, plus forecast<br />
services, swatch design studios and<br />
more for the apparel and design industries.<br />
Listings include sales manager’s<br />
name, price points, minimums,<br />
etc. Fabric and trim manufacturers,<br />
converters, jobbers and reps are<br />
listed. This sourcebook provides you<br />
with MATERIALS and sources to<br />
make your own goods.<br />
Order No. 0971486735 $135.00<br />
Apparel Contractors (USA Edition)<br />
1-800-635-7654 Page 94<br />
Directory of Brand Name Apparel<br />
Manufacturers<br />
Updated and easy-to-use directory<br />
listing brand-name label manufacturers<br />
and importers in the women’s,<br />
men’s, children’s and accessory markets.<br />
Developed and targeted for store<br />
and catalog buyers to shop the apparel<br />
and accessory markets easily, there are<br />
over 2,800 brand name labels listed,<br />
broken down by types of apparel classifications.<br />
If you are looking for the<br />
SOURCES for brand name goods,<br />
this directory is for you.<br />
Order No. 0971486751 $135.00<br />
RN & WPL Encyclopedia<br />
A comprehensive listing of every Registered<br />
Number and Wool Product Label<br />
ever issued by the Federal Trade Commission<br />
to identify all sorts of goods imported,<br />
manufactured and/ or sold in the U.S. Over<br />
126,500 records including contact information<br />
for more than 31,500 manufacturers,<br />
importers and wholesalers of apparel<br />
and textile goods. Listings include where<br />
available: RN or WPL number, contact<br />
names & titles, street addresses, phone &<br />
fax numbers, website & e-mail addresses,<br />
type of business and product information.<br />
Order No. RN8. Directory $285<br />
Order No. RN8C Directory/CD Combo $475<br />
The Small Design Company's Guide to<br />
Wholesale Fabrics & Trims<br />
Upj-to-date guide created specifically for the smaller design houses and home sewing<br />
businesses. Directory lists fabric and trim companies that will sell to businesses that<br />
require 0 to 500 yards as a production order. Book lists low-minimum and in-stock<br />
fabric suppliers and all their contact information.<br />
Order No. A-106 $65.00<br />
Apparel Business Directories
LEGAL<br />
DEPARTMENT<br />
How To Save Money on Legal Fees<br />
A poorly chosen lawyer can be the start of an<br />
expensive disaster. This book gives you information<br />
on: finding the right lawyer, how to save<br />
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Order No. 2598 240 pages $12.95<br />
Protect Yourself From<br />
Business Lawsuits<br />
This groundbreaking book offers novela and<br />
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Order No. 0-68485267-5<br />
223 pages (Hdcvr) $23.95<br />
“A blockbuster<br />
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Incorporate Yourself<br />
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Order No. 176 Hdcvr $24.95<br />
The Partnership Book<br />
The best way going into<br />
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Order No. 0-87337-141-0 $39.95<br />
The Law (in Plain English)<br />
for Small Businesses<br />
This latest edition provides access to the most<br />
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any legal issues. This book covers the legal basics<br />
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business organization, and more.<br />
Order No. -880559-95-1 245 pages $19.95<br />
Handbook of Successful Franchising<br />
Franchising is the best opportunity for new<br />
entrepreneurs. Compare on the basis of what<br />
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Company track records, history, units<br />
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Order No. 30 520 pages $39.95<br />
This guide protects your business from internal or external fraud, scams and crime. Drawing<br />
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seeking legal recourse if you are victimized! Covers: Office Supply Scheme, Phony Invoice<br />
Schemes, Bankruptcy Fraud, Coupon Theft, and Mailorder and Multi-Level.<br />
Order No. 82 204 pages $11.95<br />
1-800-635-7654 RETAILERS Page 95 FORUM MAGAZINE | FEBRUARY Legal Department<br />
<strong>2024</strong> Page 95
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