RESPONDING TO UNCERTAINTY
Like Spring, Keep the Mood Light & Bright
By Erica Kirkland
The consensus is that a gift store should be a place of refuge, and the best thing a store owner can do right now is keep the mood light by avoiding any political discussions.
“Keep it fun and have lots of community events,” advises an Oregon retailer, while a Michigan store owner with multiple locations says, “We just keep trying to spread joy by making sure we have new products, have funny items, and that we’re holding events that get people out and having a bit of fun.”
“Just keep offering a fun place to come,” says a Virginia retailer. “No talk of any of that! Fun, fun, fun!” while a South Carolina retailer says, “Stay positive and do not talk about it in the store to customers. Our atmosphere can make them forget what is going on in the world!”
Another retailer from South Carolina says, “I truly believe that we have to try and be a respite for people – a place where people can come and be happy and smile,” while a Massachusetts store owner recommends, “Show them things that make them happy. Who doesn't want to be happy?”
“We are entertainment providers, and people need escape mechanisms,” says a New York store owner. “We don’t pressure them to buy. We just have fabulous sales associates who know how to make friends.”
“We have cultivated a space that customers feel like they can come in, relax, and forget the stresses of the outside world while they shop,” says a Florida retailer. “We encourage our employees to keep conversations light and food-related as much as possible.”
In New Hampshire, a retailer says, “We just keep doing what we’re doing. We try to make this the happy fun place that they think of first when they need to purchase a gift or a pick-me-up for themselves. We remain positive and quell any political chat from happening in the shop between our associates and our customers.”
In other areas of the country, the concern over avoiding political conversations isn’t as much of an issue, but store owners are still steering clear and not wading into those waters.
“This area is a very conservative/Republican area, and most voters voted for President Trump, so right now their concerns are not as elevated as they may be in the future,” says a Colorado retailer. “Personally, my employees were upset when ICE was in this little town, although I do not think they arrested anyone here. I think that the best strategy for me is to remain calm and know that surely common sense will have to prevail. As things progress, I’m hoping that some of our governmental checks and balances will be upheld and new policies and procedures will have to be carried out in a more thoughtful way. Everyone has a right to their personal political views, and I try to remember that and not engage in political arguments with employees or customers.”
A New Mexico retailer says, “My customer base is very conservative, and they seem cautiously optimistic,” while a Wisconsin store owner reports, “In our area of the country, we haven't felt many of the consequences of this administration yet—yet. We are in a deep red Republican area, and we haven't had job losses, and any prices that are still high are being blamed on the past administration. People are still giddy with the Republican win around here. I find the best thing to do is just focus on my business.”
Operational Tactics
A California store owner says the tariffs, coupled with her customers having limited disposable income, have her searching for more brands made in America, and California specifically. “I’m trying to make sure we have enough items that are at a little lower price point. That way, customers with less disposable income can still make a purchase.” As she points out, “Smaller purchases are better than no purchases. We have plenty of things that would be considered moderate or higher-priced available as well.”
A South Dakota store owner reports that she has “not brought in much new inventory other than spring collectibles and floral” and that her plans to add new categories – loungewear and gourmet food – have been “put on hold.”
In Ohio, a store owner is focusing on giving her customers the best service she can while “being super careful not to overbuy and paying attention to freight costs,” while in Indiana, a retailer reports, “I have ordered heavier than normal and planned some areas for storage in order to avoid some of the additional tariffs.”
“I’m really looking for value-priced fun items that people will still open their wallets for, and we’re putting them at the front counter area,” shares a Utah retailer. “People are so worried now and need inexpensive items that make them smile.”
As a Minnesota retailer reminds us all, “Business is constantly in flux. Our strategy is to monitor it and serve our customers to the best of our ability. We have survived 9/11, the 2008 housing bubble, Covid, and now the chaos of the new admin. We monitor and adjust to where our customers lead us.”