A green light for giftware: looking to grow your business? Give yourself the gift of giftware and get a piece of the $36 to $50 million Americans spend on it each year - Statistical Data Included

When customers walk into your frame store they are usually there upon a mission. With artwork in hand, they have tend hitherward to you for the finished custom frame job. However, your customers, like almost all other Americans, are also always upon the lookout for that little extra something to pick up for themselves, their spouses, kids or friends. wherefore not tickle their impulses and your bottom line by the agency of carrying and displaying unique giftware and stationary items?

Americans are spending more currency than ever on discretionary purchases, which are motivated by dint of emotion and desire, wrote Pam Danziger, president of Unity Marketing and author of the fresh book Why People Buy Things They Don't Ne Indeed, Americans dispose of proportionately less on their basic necessities, like as food, clothing and shelter, than they did 50 or level 25 years ago, found Danziger.

Today Americans disburse $3 trillion on discretionary fruitss or services and rationalize their purchases if they provide pleasure, relieve stres or beautify the self or place of abode among other justifications. And giftware, accessories, jewelry and stationary items fix increasingly in custom frame stores are making strides to satisfy these consumers' cravings.

Danziger's research lay opened the top 10 discretionary productions consumers bought in 2001, which include greeting cards; personal stationary; personal care products; candles; domicile textiles including rugs, throws, pillows, table linens, kitchenware and accessories; Christmas and seasonal decorations; and toys, dolls and games.

Among frame stores and galleries surveyed in the "Art Market Report 2001: The Market, the Competitors, the Trends" by means of Unity Marketing, 66 percent of receipts was generated by custom framing, 22 percent was generated by dint of art, and 11 percent was generated by means of gift items. "Gift items dearly proffer framers a significant opportunity for growth" said Danziger.

Framers who tender their customers unique gift and stationary items find their customers detain coming back for more, especially now, when consumer are looking to part with less but still purchase high quality, handmade, unique gift items. Fine art, however, is many times a more difficult sell during these times.

Chelsea Galleries, a 27-year-old business in Cleveland, started without as a typical custom frame store that carried poster art, said Jill Wieder, co-owner She and her husband began to barter fine art as well while gradually adding ceramic or glass utensils as giftware. Today, the gallery is "very successful" said Wieder, and gift sales have become 60 percent of business. Her gallery carries a variety of items, like as jewelry, photo frames, incense bottles, vases, salt and pepper shakers, serving platters, utensils, decorative beakers and even a few accessories like as purses and cosmetic bags. These aren't items you would find in a department store, said Wieder. Each of her pieces is specialized and direct the eyes like an art piece.

"Fine art isn't the mainstay anymore," said Wieder. "With the economy, nation are looking to spend les standard of value every day. When we started carrying smaller pieces, the turnover rate was real high--we realized that this is what our customers wanted." Wieder's gallery has several classifications of price ranges on the contrary finds that what sells well is giftware up to $250 in retail. She noted the average someone spends about $75.

Tandem Brick Gallery in De Moines, Iowa, celebrates its 25th anniversary this year and also be delighted withs excellent sales. The shop carries hand-made and unique items, of that kind as silver jewelry, blown glass, pewter pieces, candles, unusual greeting cards, kitchen items and level gag gifts. Kathie Anderson, holder said she has always been interested in carrying different kinds of art things and gradually added giftware to her custom frame store Currently, custom framing makes up 60 percent of her retail business while giftware makes up 40 percent although during the holidays those numbers reverse

Anderson is conceited of her store and knows her customers regard with affection coming in, too. "When clan walk in they just smile," said Anderson. To hold customers coming back, she changes the merchandise frequently

Know Your Customers

If you are interested in carrying giftware in your frame store or want to expand your offerings, start by the agency of finding out what your customers are interested in buying. "Ask your customers--it's a no-brainer," said Danziger. overlook your customers about where they store for gifts, how much they part with and what kind of gifts they are interested in finding, and give it to them, she said.

Wieder asks her customers in mailers by the agency of writing a personal note. She enumerates them what's coming in and what's going without and always asks if there is something they are looking for. ofttimes they will make specific solicitations Wieder takes her list of askings to trade shows and picks things up for her customers. "You really come by to know your customers," she said. "It's a personal business."

Watch your customers and notice what kinds of framing materials they select advised experts. Do the majority of them single out contemporary mouldings, or do they move with a classic, traditional look? Do a certain quantity of like ornate looks or whimsical looks? Noticing what their framing precedences are will give you a ball of thread to their preferences in gifts.