Making the most of the Christmas quarter

As Christmas product shipments begin arriving this month, stores have the somewhat daunting task of unpacking, checking in and finding storage for their seasonal selections.

How early is too early to start displaying Christmas products has long been up for debate at retail. As with the recent debate on the appropriate wording of the holiday, consumers have strong opinions and often use or withhold their dollars to make their point about when is too early to display Christmas product.

It's all about knowing the preferences of customers and learning what works best through trial and error.

"It seems to make some people upset to put Christmas out too early," said Vicki Geist, gift buyer at Cedar Springs Christian Store in Knoxville, Tenn. "We like to start putting it out in September and be set just in time for our open house in October."

The store previously offered its open house in September, but learned it was too early. Sales improved when the event was moved to October.

In order to accommodate product that rolls into Cedar Springs a month or two before display time, employees section off areas in the backroom for each supplier.

"We get two of each item out of the box—one for display and one to stay in the backroom in front of the boxes of stock—so that our employees can find it easily when they are working with a customer," Geist said.  "We carry a lot of inventory so we have to backstock a lot of product in order to have enough to last through the Christmas season."

Donna Dightman Baker, owner of Dightman's Bible Book Center in Tacoma, Wash., recommended keeping pricepoints down this year. "Twenty-dollar gifts sell well, but the $200 pictures will still be hanging there after Christmas," she said.

Priced to sell

Ordering deep on lower-priced items is important to keep items moving, according to gift buyer Linda Johnson of Wellspring Parable Christian Store in Des Moines, Iowa.

"We have a lot of interest for gifts like miniature water balls because they are priced economically for people to purchase in quantities of 15 or 20," she said.

Go-to items for Dightman's in this price range include chocolate Advent calendars from Vermont Christmas Company and an assortment of Blossom Bucket decorative pieces, both with many offerings under $5.

"Both are inexpensive and sell fast," Baker said.

Should December roll around and your store is overstocked with lots of items not selling, Michael Hupp, president and CEO of Christian Market Consultants and a former retailer, offers some advice.

"Go 20% off around Dec. 10, and Christmas cards can go half off the week before Christmas," he said. Start checking with vendors in November about closeouts for your big half-off sale starting Dec. 25. Get aggressive after Jan. 2, getting rid of the stuff by the end of January, even at 90% off. No one wants to see Christmas during Valentine's Day."

Re-wrapping best-sellers

Publishers and music labels are repackaging some best-selling projects to create new, value-priced gifts.

Integrity Music is re-releasing big catalog titles such as Israel and New Breed's A Timeless Christmas and the multi-artist Worship and Adore: A Christmas Offering.

Thomas Nelson is repackaging Max Lucado's God Came Near ($14.99) and releasing a hardcover deluxe edition with a two-color interior in November.

Readers have enjoyed Melody Carlson's Christmas novels for years, and now six of her books are available in two three-in-one editions, releasing from Revell (Baker Publishing Group) in October and retailing for $19.99 each. The Joy of Christmas includes An Irish Christmas, The Christmas Dog and All I Have to Give. The Treasure of Christmas includes The Christmas Bus, Angels in the Snow and The Gift of Christmas Present.

"Since we, like many publishers, have strong-selling titles that have been selling for decades, it is important to keep the package fresh," said David Lewis, executive vice president, sales and marketing for Baker Publishing Group. "We also bundle two or more titles into a single binding to serve that ‘value' shopper. These ‘value bundles' usually see a single printing, and they can add sales opportunities for the author, the retailer and the publisher, while giving readers a real value."

Outdoor decorating

Americans spent nearly 40% of their 2009 seasonal decorations budget on new outdoor decorations, according to a recently released report from Unity Marketing, Christmas and Seasonal Decorations Report 2010.

Roman has taken three of its popular Christmas lines—Fontanini, The Kneeling Santa and The Joseph Studio—and created life-size outdoor versions based on the original inch-high tabletop pieces.

Stores can display large pieces outdoors to draw in customers. But Geist warns that the large outdoor, and even indoor, decorations have challenges.

"We carry the large nativity from Fontanini, but I wouldn't put it outside for fear of it getting stolen," she said. "We used to carry trees, but we can't compete with the prices that are at the big box stores."

CHRISTMAS RELEASES

Roman's "Kneeling Santa" collection depicts Santa and the baby Jesus. The story revolves around how Santa keeps the importance of the birth alive through the Christmas celebration. The 48-inch yard art, which retails for $135, is made of PVC and glass.

Big Idea releases VeggieTales: It's a Meaningful Life ($14.99, Word Distribution) in October with a lesson on contentment from Larry the Cucumber. Included is "Meant To Be," a song by Steven Curtis Chapman, whose daughter Stevey Joy plays the role of Emma the Rhubarb.

Ace Collins' Stories Behind the Greatest Hits of Christmas ($15.99) offers the stories of the origins of such famous Christmas songs as "Have Yourself a Merry Little Christmas," "Winter Wonderland" and "White Christmas." Zondervan will release the hardcover book in September.

Lighthouse Christian Products follows last year's strong consumer response to its first ornament introduction in the "Heart of Christmas" series with this month's introduction of three new ornaments. Last year's Jesus, the Heart of Christmas ornament is being joined by Jesus, My Savior; Jesus, My Lord; and Jesus, My Redeemer. These hand-blown glass ornaments come in a red satin finish and feature verses that point to the true nature of Jesus and His role in our lives. Each ornament retails for $9.99.

Integrity Music releases We Adore You, an iWorship Flexx modular worship product, Aug. 24. The project provides seven "song movies" that can be played in full, or churches can customize the song structure in any progression with navigation between verses, bridges and choruses. Featured songs include "Messiah Song" (Jared Anderson), "We Adore You" (Paul Baloche) and "Adore Him" (Kari Jobe).

Seashell Topiary is a new group of made-in-the-USA tapestry woven products from Manual Woodworkers & Weavers comprised of a 72-inch runner, wall hanging, pillow and throw. Created by Sandy Clough, the collection offers the feel of a seaside home at Christmastime. The 17-inch pillow retails for $18.

Christmas RESOURCE CENTER

For more new products for the Christmas season—books, gifts movies, music and more—see the Product News listings at our Web site, www.christianretailing.com.