| When customers walk into your frame shop, they | | | | dearly offer framers a significant opportunity for |
| are usually there on a mission. With artwork in | | | | growth," said Danziger. |
| hand, they have come to you for the perfect | | | | Framers who offer their customers unique gift |
| custom frame job. However, your customers, like | | | | and stationary items find their customers keep |
| almost all other Americans, are also always on the | | | | coming back for more, especially now, when |
| lookout for that little extra something to pick up | | | | consumers are looking to spend less but still |
| for themselves, their spouses, kids or friends. | | | | purchase high quality, handmade, unique gift items. |
| Why not tickle their impulses and your bottom line | | | | Fine art, however, is often a more difficult sell |
| by carrying and displaying unique giftware and | | | | during these times. |
| stationary items? | | | | "Fine art isn't the mainstay anymore," said Wieder. |
| Americans are spending more money than ever | | | | "With the economy, people are looking to spend |
| on discretionary purchases, which are motivated | | | | less money every day. When we started carrying |
| by emotion and desire, wrote Pam Danziger, | | | | smaller pieces, the turnover rate was very |
| president of Unity Marketing and author of the | | | | high--we realized that this is what our customers |
| new book Why People Buy Things They Don't | | | | wanted." Wieder's gallery has several classifications |
| Need. Indeed, Americans spend proportionately | | | | of price ranges but finds that what sells well is |
| less on their basic necessities, such as food, | | | | giftware up to $250 in retail. She noted the |
| clothing and shelter, than they did 50 or even 25 | | | | average person spends about $75. |
| years ago, found Danziger. | | | | If you are interested in carrying giftware in your |
| Today Americans spend $3 trillion on discretionary | | | | frame shop or want to expand your offerings, |
| products or services and rationalize their | | | | start by finding out what your customers are |
| purchases if they provide pleasure, relieve stress | | | | interested in buying. "Ask your customers--it's a |
| or beautify the self or home, among other | | | | no-brainer," said Danziger. Survey your customers |
| justifications. And giftware, accessories, jewelry | | | | about where they shop for gifts, how much they |
| and stationary items also replica purses,replica | | | | spend and what kind of gifts they are interested |
| watches,replica handbags,replica louis vuitton | | | | in finding, and give it to them, she said. |
| handbags found increasingly in custom frame | | | | Wieder asks her customers in mailers by writing a |
| shops are making strides to satisfy these | | | | personal note. She tells them what's coming in and |
| consumers' cravings. | | | | what's going out and always asks if there is |
| Danziger's research uncovered the top 10 | | | | something they are looking for. Often, they will |
| discretionary products consumers bought in 2001, | | | | make specific requests. Wieder takes her list of |
| which include greeting cards; personal stationary; | | | | requests to trade shows and picks things up for |
| personal care products; candles; home textiles | | | | her customers. "You really get to know your |
| including rugs, throws, pillows, table linens, | | | | customers," she said. "It's a personal business." |
| kitchenware and accessories; Christmas and | | | | Watch your customers and notice what kinds of |
| seasonal decorations; and toys, dolls and games. | | | | framing materials they choose, advised experts. |
| Among frame shops and galleries surveyed in the | | | | Do the majority of them choose contemporary |
| "Art Market Report 2001: The Market, the | | | | mouldings, or do they go with a classic, traditional |
| Competitors, the Trends" by Unity Marketing, 66 | | | | look? Do some like ornate looks or whimsical |
| percent of revenue was generated by custom | | | | looks? Noticing what their framing preferences are |
| framing, 22 percent was generated by art, and 11 | | | | will give you a clue to their preferences in gifts. |
| percent was generated by gift items. "Gift items | | | | |