Stanford Health Care Gift Shop, Stanford, CA

Cindy’s Newsletter for Gift Shop Managers | November 15, 2021 💮

CINDY’S NEWSLETTER
for Gift Shop Managers

Cindy’s Newsletter for Gift Shop Managers delivers practical, ready-to-implement content to gift shop managers, retailers, and volunteers across the country. We help our readership of over 3,000 retailers optimize shop operations, grow revenue, and connect with one another. The newsletter is published monthly and free since 2001.

Have you paid your dues this quarter?

The value and richness of this newsletter comes from your participation. Do your part by submitting two comments per quarter, at minimum. Reply to reader’s questions listed throughout the newsletter (in green) or simply share what is working or isn’t working in your shop, a great selling product, a helpful website or resource, an operating question, your biggest challenge right now, a terrific vendor you’ve come across recently, tips on managing volunteers, or tips on managing yourself!

LEAVE A COMMENT! Click the green comment tags throughout the newsletter, enter it in the comment section, or send to cindy@cindyjonesassociates.com.


NOVEMBER 15, 2021


Be prepared for the holiday onslaught

With Thanksgiving and Christmas occurring in rapid succession, savvy hospital gift shop managers must take steps now to prepare for an onslaught of business. They must have the agility to shift directions quickly and seamlessly as one holiday morphs into the next. 

Flexibility is the key. Boxing heavyweight champion Mike Tyson could not have put it better: “Everyone has a plan ‘till they get punched in the mouth.” No matter how meticulous your plan, be ready to shift gears at a moment’s notice. How quickly can you respond to a rush on an unexpectedly hot item? 

Recognize your mistakes early and take quick and immediate action. Remember the first markdown is the best markdown. Keep marking it down until it is out of the shop!   

Spend as much time on the sales floor as humanly possible. Set an example in greeting people that come in the store. Set an example with your salesmanship and customer service. 

Do you know which item(s) are expected to fly off the shelves and be in high demand? Experience and past reports will help indicate which products are traditionally in high demand. But be warned that even the most tried-and-true products have a lifecycle and their popularity will eventually wane. 

What’s the next big thing? What is this year’s hot new item? 

What level of demand is projected? If you haven’t already done so, it’s time to get this information and stock up. 

Create back-up plans for everything. Cross-train of your volunteers and staff so that operations will continue to run seamlessly in the face of an unexpected absence. This includes you. Make sure that you can perform all the duties yourself and that someone is capable of handling your duties as well.

Reconfiguration your floor space to maximize room for popular items to be  in the best locations.

Avoid carrying over anything from one season to the next!  It will not be worth as much next year! 

Buy Easter plush now. Include an over-sizedEaster bunny for a drawing just before Easter. (Remember that you have to register raffles with the state and they can cause tax issues).

Ensure that all Valentine merchandise has been ordered.



UPCOMING HOLIDAYS

November
Nov 11 – Veterans Day
Nov 25 – Thanksgiving
Nov 26 – Black Friday
Nov 28 – Hanukkah Begins
Nov 29 – Cyber Monday
December
Dec 4 – National Sock Day
Dec 6 – Hanukkah Ends
Dec 25 – Christmas
Dec 31 – New Year’s Eve
JANUARY
Jan 1 – New Year’s Day
Jan 12 – Kiss a Ginger Day
Jan 17 – Martin Luther King Day
FEBRUARY
Feb 2 – Groundhog Day
Feb 4 – World Cancer Day
Feb 13 – Super Bowl Sunday
Feb 14 – Valentine’s Day
Feb 21 – President’s Day
Black History Month


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Record retail sales predicted for holidays

NRF Predicts Highest Holiday Retail Sales on Record
WASHINGTON, October 27, 2021 – Holiday spending has the potential to shatter previous records, as the National Retail Federation forecast that holiday sales during November and December will grow between 8.5% to 10.5% over 2020 to between $843.4 billion and $859 billion. The numbers, which exclude automobile dealers, gasoline stations and restaurants, compare with a previous high of 8.2% in 2020 to $777.3 billion and an average increase of 4.4% over the past five years.

SOURCE: National Retail Federation

Deloitte: Holiday Retail Sales Expected to Increase 7-9%
NEW YORK, Sept. 14, 2021 – Holiday retail sales are likely to increase between 7% and 9% in 2021, according to Deloitte’s annual holiday retail forecast. Overall, Deloitte’s retail and distribution practice projects that holiday sales will total $1.28 to $1.3 trillion during the November to January timeframe. Deloitte also forecasts that e-commerce sales will grow by 11-15%, year-over-year, during the 2021-2022 holiday season. This will likely result in e-commerce holiday sales reaching between $210 billion and $218 billion this season.

SOURCE: Deloitte

 


MHS Caring Hearts Gift Shop reaches sales goal

Abilene Reflector Chronicle / Nov 9, 2021

Caring Hearts Gift Shop, located in the lobby of Memorial Hospital [25 beds] in Abilene, MO, achieved its goal of reaching $4,500 in sales for the month of October. It surpassed the goal by reaching an amount of $5,535.06. This was the gift shop’s highest month of sales for 2021.

Leading the charge was McKenzie Funston, Volunteer Services Director and her volunteers. The gift shop offered weekly sales that helped bring business in. “The second Tuesday of every month, we have a sheet sale offering 20% off. For the month of October we sold over $1,000 dollars in sheets,” Funston said. There was also a Light-Up sale where they offered 20% off everything in the store that lit up.

Funston said the goal was born from a need to make room in her storage closet. “After starting as the Volunteer Services Director, I spent the first few months getting to know the customers and their wants and needs during the day. I had inventory that I wanted to move to make room for new items, and so I decided it would be exciting and challenging to set a sales goal for the month of October and watch the dollar amount rise. I was able to see what customers liked and what other items would be great to have in the shop.”

To help reach their $4,500 sales goal, Funston and her volunteers promised buyers that Christmas items would be put on the shelves starting November 1 if it were reached. To keep the enthusiasm going, Funston placed a Christmas tree on the gift shop door where all could see; as the sales grew, the tree was colored in. Customers found themselves participating in the fun to reach the goal and see the tree colored in.

“Around the first of November you start seeing Christmas décor out in stores, and people are in the mood to make a few purchases to start decorating their homes or use for gifts too!” After talking with other gift shop managers and listening to their advice, Funston knew that the incentive to put Christmas items out would help the gift shop meet their sales goal.

When asked how crazy the month of October was, Funston said, “Busy and exciting would be my choice to describe October in the gift shop. I had many new and returning customers in. It was nice to see so much activity in the shop as well as an opportunity to meet many people in our community. I was able to evaluate the items and make some decisions on additions to our inventory.”

Although the month was crazy busy for Funston and her volunteers, she commented, “Reaching a goal is always very satisfying, but overall I was proud of what we accomplished and I’m excited to try new things to continue the growth of our Caring Hearts Gift shop.”

SOURCE: Abilene Reflector Chronicle

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Truly creative holiday displays. Truly.

Unique, clever, and humorous displays are powerful ways to draw shoppers in. They evoke emotion and entertain, which is marketing gold. We love these ideas! Many of them are DIY and cost little to make. We’ve included links to how-to guides below, when available.

Don’t go boring, typical, been-there-done-that-decor and displays this season. Pandemic-weary shoppers are prone and ready to soak up the “shopping experience”. Capitalize on this moment and wow them!

Click to enlarge


SURVEY: Does your budget include travel expenses to a major gift show in January?

Does your budget include travel expenses to a major gift show in January? ✈️

(Atlanta, Dallas, Las Vegas, New York)


Anti-anxiety toys are high on Christmas lists this year

Anti-anxiety toys are high on Christmas lists this year. Toys that are focused on emotional and social development have been big sellers during the pandemic and the trend appears to be remaining strong heading into the holidays.

“Right now the focus is on products that can help kids express their feelings, name their feelings and react appropriately,” said Sari Winick, chief marketing officer for hand2mind. “We’ve gone into overdrive developing toys to meet the needs of the times.”  

Big Feelings Pineapple by Hand2mind 

TeeTurtle reversible plushies 

Pawz the Calming Pup

Breathe With Me Barbie by Mattel

Pop It!

SOURCE: The Washington Post 


Q: What are some good scrub vendors or fundraisers?

Q. I am looking for information on scrub sales. Are there any good scrub vendors or any good fundraisers? I would rather go through a wholesale company.
Thank you! – Cathy Taschler, Marshfield Medical Center, Marshfield, WI. 319 beds. 10/16/21

I have a vendor, Alexander’s Uniforms, I use where I don’t have any stock in store. The customers order online and the items ship here to the shop where the customer, if an employee in the hospital, uses payroll deduction to pay. We get 20% and all we do is ring it up!! Christine Parker, Kent Hospital, Warwick. 11/4/21

We do very well with Cherokee (Carismatic), Dickies and Med Couture. These allow us to cover a good range of price points and styles. – Lisa Garland, Woman’s Hospital, Baton Rouge, LA. 168 beds. 10/18/21

Who is a good scrub vendor?
2
Enter your comment belowx

Which SCRUB VENDOR do you use? Give Cathy a hand and comment with your favorite scrub sales rep. What is good about the vendor? Are the prices high or low?

Scrubs of thanks!

Retailers dial back this year’s holiday promos

Retailers are reducing the number of promotions they run and the depth of their discounts in response to inflation, tight supply chains and a desire to rebuild profits previously lost during the pandemic.

Katrina O’Connell, Gap Inc.’s chief financial officer, said, “We’re already quite pleased with the fact that we’ve been able to really pull back on discounting in all of our brands.” 

SOURCE: The Wall Street Journal

How are you and your shop doing post pandemic? How are sales?
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How are you and your shop doing post pandemic? How are sales? Are any shops still closed? Leave a comment. Share a story.

Connect. Share. Grow. ♡

We are slowly recovering…we are not opened on the weekends yet. Sales are bouncing back and outsiders are returning. Right now candles are really selling!! – Christine Parker, Kent Hospital, Warwick, RI. 359 beds. 11/4/21

We reopened in September 2020, to restricted hours 9 a.m.-1 p.m., our volunteers returned April 2021, so we are open most days from 9 a.m. – 4 p.m. Visitor restrictions went from no visitors, currently it is one visitor, have made a difference in customer count. Sales are down from 2019, by about $100 per day, viewing all the issues from merchandise complications, visitor restrictions, I think we are doing well. We have been to one Gift Show in Oct. 2021. – Mary Robinson, Gift Shop Coordinator, Mayo Clinic Health System, Mankato, MN. 10/29/21

Our Gift Shop has and continues to thrive since we reopened in July of 2020. Our employees find it a ‘place to take a break and breathe some fresh air of course with their masks on!’. We are very blessed and looking forward to a great Christmas season! – Alice Whisnant, Director, Volunteer Services, Caldwell UNC Health Care, Hickory, NC. 110 beds. 10/25/21

Our Shop has been closed since November, 2020. No sales at all since then. – Peter Waugh, Memorial Hospital, North Conway, NH. 25 beds. 10/18/21

Unfortunately, our gift shop was closed again in September due to increased COVID numbers in our area. We hope to reopen by November as we had just received our Christmas inventory. – Robin Truax, Gouverneur Hospital, Gouveneur, NY, 77 beds. 10/15/21

Struggling, we were a very new shop before Covid hit. I have kept it open myself and was able to allow volunteers to come back April 2021, however right now only two have come back so it is still mostly myself running the shop. That being said, we are not even back to full open hours yet, only open about 3-4 days per week. – Kasey B, Volunteer/Gift ShopCoordinator, Tomah Health, Tomah, WI. 29 beds. 10/2/21


The ideal hospital gift shop manager, according to management

FROM CINDY

I used to ask my audiences at hospital gift shop management seminars to describe the ideal hospital gift shop manager.

Here is what they said:

The ideal manager is service oriented, cheerful, self-motivated, open to new ideas, energetic, organized, responsible and forward thinking. They are risk-takers, good trainers, visionaries, delegators, sensitive, supportive and patient. They are proactive, change agents, bridge builders, financial wizards, Mother Teresas and they possess a keen sense of humor.


Top 6 hospital gift shop facebook pages!

Check out these terrific hospital gift shop Facebook pages! We’ve selected a few of the top pages using best practices for gaining followers and showcasing merchandise.

Nearly 80% of your customers will have a social media account on either Facebook, Instagram, or Twitter. shop. Get your shop online and get on their feed so you’re “pushing” product to them on a regular basis.

Sprout Gift Co. at Pattison Children’s Hospital

Thomas Hospital Gift Shop

May Clinic Gift Shop

Heart Strings Gift Shop, Princeton Community Hospital (7,927 followers!)

Stanford Health Care Gift Shop

University of Michigan Health System Gift Shop

Honorable mention: Carris Health Gift Gallery, Rice Memorial Hospital

It goes without saying that the majority of your posts should showcase your merchandise. Just like highway billboards, you have 1-2 seconds of the viewer attention. Sometimes even less on social media, as they scroll feeds. Follow these general guidelines:

  1. Be concise. Use short, direct sentences. Include pertinent information only. (Remember, billboard)
  2. Don’t go overboard with emojis. Use no more than 2-3 in a post.
  3. Be creative, clever and even humorous.
  4. Convey excitement and energy, but don’t go overboard and look unprofessional, like this!!!!!!!!!!!!!!!!
  5. Posts should grab viewer’s attention, create interest and, hopefully, translate into action.
  6. Always use proper grammar and correct spelling. Triple check. Nothing will detract customers more quickly, especially your highly-educated patrons like MDs and PhDs!

Here is a fantastic video of the hospital’s President welcoming shoppers and showing their products:

Learn how to take professional-grade photos of your merchandise to post on social media. See how to make animated “scroll-stopping” videos of your products.



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Hot Tip!

Earn frequent flyer miles for air travel to gift markets by charging merchandise purchases, at wholesale, to the shop’s credit card. 


OCTOBER 2021 NEWSLETTER: ISSUE #623
Did you miss last month’s articles, surveys, and discussions!

  • How to create animated product videos + Free template!
  • All that you are to your hospital
  • When should holiday merchandise be displayed?
  • Do this one thing everyday before opening your shop
  • Is it time to renovate: Sample request letter

  • RESPONSES: Do you use HospitalGiftShop for your online store?
  • Reopening after the pandemic: One shop’s story
  • Post-holiday inventory: stock up now
  • Shop Sign: 12 Days of Savings. Free Download
  • Calendar: Gift Markets and Regional Conferences

DISCUSSION


VACCINATION CARD HOLDERS

I just ran across vaccination card holder/protectors, and it made me wonder if anyone has tried them and how they sell for you? – Jamie Lee Hernandez, St. Vincent Healthcare, Billings, MT. 289 beds. 7/15/21

Yes, we currently offer a vaccination card holder. – Tana Taylor. 8/22/21

I’ve wondered the same; it seems as though no one is requiring the card to be seen for any purpose, so I’m not sure that consumers would see a reason to carry a holder. – Lauren. 8/20/21 

No, we are not, but what a great idea! Who is the vendor? – Nancy Collins, Volunteer Services Manager, London Hospital, New London, NH. 8/18/21

Hi Nancy, I noticed them on Faire.com. – Jamie Lee Hernandez, St. Vincent Healthcare, Billings, MT. 289 beds. 7/15/21

We have been selling a clear inexpensive holder from Specialist ID. – Greg Holtgrewe, Baptist Health Paducah, Paducah, KY. 300 beds. 8/17/21


POST-PANDEMIC

How are you and your shop doing post pandemic?

We are slowly recovering…we are not opened on the weekends yet. Sales are bouncing back and outsiders are returning. Right now candles are really selling!! – Christine Parker, Kent Hospital, Warwick, RI. 359 beds. 11/4/21

We reopened in September 2020, to restricted hours 9 a.m.-1 p.m., our volunteers returned April 2021, so we are open most days from 9 a.m. – 4 p.m. Visitor restrictions went from no visitors, currently it is one visitor, have made a difference in customer count. Sales are down from 2019, by about $100 per day, viewing all the issues from merchandise complications, visitor restrictions, I think we are doing well. We have been to one Gift Show in Oct. 2021. – Mary Robinson, Gift Shop Coordinator, Mayo Clinic Health System, Mankato, MN. 10/29/21

Our Gift Shop has and continues to thrive since we reopened in July of 2020. Our employees find it a ‘place to take a break and breathe some fresh air of course with their masks on!’. We are very blessed and looking forward to a great Christmas season! – Alice Whisnant, Director, Volunteer Services, Caldwell UNC Health Care, Hickory, NC. 110 beds. 10/25/21

Our Shop has been closed since November, 2020. No sales at all since then. – Peter Waugh, Memorial Hospital, North Conway, NH. 25 beds. 10/18/21

Unfortunately, our gift shop was closed again in September due to increased COVID numbers in our area. We hope to reopen by November as we had just received our Christmas inventory. – Robin Truax, Gouverneur Hospital, Gouveneur, NY, 77 beds. 10/15/21

Struggling, we were a very new shop before Covid hit. I have kept it open myself and was able to allow volunteers to come back April 2021, however right now only two have come back so it is still mostly myself running the shop. That being said, we are not even back to full open hours yet, only open about 3-4 days per week. – Kasey B, Volunteer/Gift ShopCoordinator, Tomah Health, Tomah, WI. 29 beds. 10/2/21


POST-COVID MARKUP

Wondering what your markup is on items right now? We have been limited to mostly our hospital staff as shoppers and are noticing a decline in sales. Thank you! – Gina Richmond, Sunshine Gift Shop Unity Point Hospital, Dubuque, IA. 126 beds. 8/10/21

I manage the flower shop in a hospital gift shop. I am a certified florist and used to work at a traditional flower shop. I saw that the markup for flowers is recommended 30%-35%. I personally think that is low if the arrangements are designed in-house. Flower shops mark up flowers x3 and hard goods (containers) at least keystone and then add another 30%-40% for the labor. If an order is placed at a flower shop and delivered to the hospital there is a delivery charge of $5-$10 per arrangement not per stop. We operate under the hospital’s umbrella and don’t charge tax. Free delivery and no tax are our selling points. We do well with flowers sales. I worked in a traditional shop for quite some time but I’m sure the mark-up and delivery have not deceased. I keystone everything at a minimum. As a paid staff member, if I am the one designing and not a volunteer I add a few $ for labor. – Noelle Boardman, St. Luke’s Floral & Gifts, Cedar Rapids. 300 beds. 9/21/21

Cost + shipping x 2 across the board, excluding candy that is not specialty. If purchasing a discounted item or receiving a discount, the regular price is factored in and then the price is doubled. – Jamie Lee Hernandez, The Gift Corner/Loose Ends, Billings. 289 beds. 9/10/21

I have been doing the same markup as I did pre-COVID (x2). There are some items that I am able to mark up more (x 2.4 or more) depending on if I purchased them on sale or if they are just an inexpensive wholesale item that is great quality that I can markup for. With the added surcharges and increased wholesale prices across the board I am leaning towards a x 2.3 markup in the near future. – Sarah Ryan, Rutland Regional Medical Center, Rutland, VT 9/7/21

Glad to hear that, Sarah. Be sure to include shipping charges into the retail. – Cindy, Cindy Jones Associates

We are a small critical access hospital in Northwest Wisconsin. Due to the population we serve, I cannot always do the 2.3% markup on items in our gift shop, The Corner Boutique. I try, but am always mindful of the price point, yet there are times I can price an item higher because of the purchase price (on sale) and quality. It truly is a game of chance! Thank you everyone for sharing. – Ann Bergmann, Cumberland Healthcare, Cumberland, WI. 25 beds. 8/30/21

The gift shop I manage is located in a rural area where almost 50% of our population is Amish (LaGrange, Indiana). I typically cannot get away with marking up more than x2 and sometimes it’s less than that depending on the wholesale cost. – Christina Blaskie, Parkview LaGrange Hospital, LaGrange, IN. 8/23/21

We are using the same calculation we did pre-COVID. Mark up of 50% then the cost of shipping and handling. – Nancy Collins, New London Hospital, New London, NH. 8/18/21

Cost x 2.5 to 2.6 on most items. Candy/snacks are around 35%. – Angela Quinn, UNC Lenoir Health Care, Kinston, NC. 8/17/21

Except for candy & flowers our current markup is minimum 2.5. – Kerri Clark, Community Hospital, Munster, IN. 8/17/21

I haven’t changed my pricing post-COVID. I have kept it the same. I will however up my pricing for Christmas only because I feel like Christmas decorations are going to sell fast and customers are not going to mind the prices going up a little because prices are up for everything. – Lauri Huffman, Indiana University Health. 8/17/21

Good thinking Lorrie. As a past department store buyer for May/Macy’s, I can say that asking yourself “What would my customer be willing to pay” is very important. Value, uniqueness, quality will guide you to price. But my feeling is that if it is not food or flowers, you should never, ever only double the price of your products. When you DO have to mark items down, take a very close look at the product you are marking down and honestly ask yourself, why didn’t it sell? Was it color or quality, size, or value or did it come in too late in the season or was it poorly displayed or maybe, it just wasn’t for your customer base? What can you learn from a “markdown”? Trust me, it will be a good learning tool for future buys when a vendor says, “Everyone is selling this”. – Anne Obarski, Merchandise Concepts, Mt. Pleasant, MI. 8/17/21

I usually stick to about a 2.4 markup. A little less if I got a free freight special and sometimes I go up a little more. – Juli Chrisman, WPR Cancer Institute, Little Rock, AR. 8/17/21

Ours is normally 2.5 but with the rise in shipping and surcharges we have recently been going up a little more if the product can validate the price. – Cheryl, Novant Health, Charlotte, NC, 637 beds. 8/17/21

We double the cost plus shipping. – Robin Truax, Gouverneur Hospital, Gouveneur, NY, 77 beds. 8/17/21

65-70%  – Margaret Legut, Elmhurst Hospital, Elmhurst, IL. 259 bed/ 9/16/21

FROM CINDY

Gina, markups should remain the same! Do not change your markups! Once COVID is gone and life and retailing get back to normal, you will want to go back to your usual markups and pricing standards, but then your customers will walk out saying ‘everything is overpriced in the gift shop’!

If you are not taking at least a keystone markup (50% above wholesale) plus shipping on most of your merchandise, it is unlikely that your shop is profitable. Hospital gift shops cannot make a profit on an initial 2x times mark on plus shipping. After mark downs, the gross margin is reduced even more. Profitability is based on many things but one of the most important is markup.

Instead, look for hidden opportunities to earn a little extra profit. Consider buying merchandise at closeout or negotiating discounts on your purchases. Some items will need to be marked down because they are slow sellers. However, discounting everything, such as a “20% off everything” sale, is not recommended. Keep in mind, a mark down is the most important tool a retailer has to move a mistake out the door. We all make buying mistakes. It happens with the best buyers! Buying a bad style, wrong colors, wrong sizes, wrong timing, too many, bad fit, etc. Just don’t fret, recognize mistakes early and mark down immediately!

STANDARD MARKUPS BY CATEGORY

GIFTS, TOYS, APPAREL, CARDS, PLUSH, BABY, ACCESSORIESCANDY, SUNDRIES
Double price + 6-10% for shipping 
🎯 Formula: cost x 2.5 or more
30-33% markup
🎯 Formula: cost x 1.4 or more
**Higher for specialty candy
JEWELRYFLOWERS
60-70% markup
🎯 Formula: cost x 2.4 or more
**Most jewelry comes pre-priced.
33-35% markup
🎯 Formula: cost x 1.5 or more

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