Gerald and Gayla Hicks have a three-point rule for the widely regarded gift departments at their two Perfect Peace Christian Lifestyle Stores in Wichita, Kan.: "Keep it unique, keep it exciting, keep it fresh."

Their emphasis on the category is not just for the revenues it generates, but because they believe it helps set the tone for the store.

"We try to keep it fresh and unique and upscale, and that kind of raises the bar for the rest of the store, too," said Gerald, who noted that the gifts department allows for a varied approach to displays and presentations not possible in other spots: "There's only so much you can do with bookshelves."

Putting time and energy into creative merchandising of gifts "sets the tone for our customers," he observed. As the first area typically encountered by shoppers—set to the right of the entrance, in line with common traffic flow—it "builds customer expectation" and helps create the "experience" specialty retailers are being told they need to foster.

Displays are changed regularly, and products are put out on show, not stored. "We don't keep much in the way of back stock," Gerald said. "If it's here, it's out. We make a splash, utilizing it as part of the display, not piecemealing. If you have 30 of something, don't be satisfied by putting just 10 out; try to use them all and make a bigger impact."

Read more about Perfect Peace's gift department in the Store Strategies profile in the Sept. 22 issue of Christian Retailing.

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