Displays that spotlight best-selling and budget-conscious products will help produce "satisfied" customers, said Wayne Bronner, president and CEO of Bronner's CHRISTmas Wonderland in Frankenmuth, Mich.

Bronner offered some seasonal advice to Christian retailers in an exclusive interview with Christian Retailing magazine, drawing on lessons learned through the 64-year history of the huge year-round Christmas store visited annually by 2 million people.

"We try very hard to keep most of our items $10 and under," he said. Though many people are facing financial struggles right now, "Christmas is always a season when they want to have a gift under the tree, and they will spend the money if they think the price is affordable and they are getting good value for their money," Bronner added.

Bronner advised checking recent sales of value-priced products and making a display feature of the top sellers. "When people walk in, they do notice them, and you have helped to answer their question" of what gift to buy, he said. He also recommended stores look for ways of personalizing gifts, as more shoppers seemed to be seeking individualized items.

Bronner--whose late father, Wally, founded the store in 1945 as a way to share his faith--also spoke about how retailers can keep the Christmas spirit fresh during the busy business period.

Click here to listen in on Bronner's conversation with Christian Retailing Editor Andy Butcher.

• Prev
• Next