Tag Archives | Marketing

Retailers – Need Promotional Idea For The Holidays?

Any retailer who has ever asked me for advice about marketing their business or about what they should do at the CHA shows, has likely heard me rave about the genius of retail consultants and speakers Kizer & Bender. In their writing, seminars & consulting, Rich Kizer and Georganne Bender deliver advice to retailers that is very doable and makes sense for businesses of all sizes. And as a bonus, they never fail to do it in an entertaining way!

The critical holiday sales season is right on top of us, and retailers must take advantage of it to be successful. As usual, Kizer & Bender are here to help, with their new e-book “Jingle Bells Christmas Sells: Events, Promotions & Tips for the Holiday Season“, available on their website for $24.95. Co-authored with their Australian counterpart, Debra Templar, the book is designed to give retailers all the tools and information that they need to maximize their holiday sales and have a successful holiday retail season.

Why is a successful holiday season so important to retail businesses? According to Kizer & Bender, the holiday season quarter accounts for 36% of a retail business’s sales, and represents the highest level of profitability for those businesses. Get the holidays wrong and your whole year is wrong. Do you know the origin of the term “black friday”? It’s called that because the sales on the Friday after Thanksgiving were usually when most retailers finally became profitable for the year.

The holiday season is a critical time for retailers. Don’t turn down the chance to get wonderful marketing advice from seasoned experts like Kizer & Bender and Debra Templar when you can most use it.

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What Can We Learn from a Haul Video?

“Haul” videos are all the rage on video sites like YouTube. Shoppers record video evidence of their latest shopping “haul” and describe the bargains or treasures that they scored on their shopping mission. But if you take a closer look at these videos as marketers, can you learn something about shoppers and their habits, needs and wants from them?

To find out, let’s take a closer look at this recent scrapbooking haul video posted to YouTube by user detdaty0129:

So, what can we learn about shopper behavior from that 47 seconds? A surprising amount, actually.
  • Our haul shopper is pretty savvy. Not too many shoppers realize that some stores will take the competitor’s coupons (something I am personally always forgetting about when I get my Joann’s flyers in the mail).
  • This shopper chose to use her coupon on an item [Scotch ATG adhesive applicator, $29.99 at] that I’ve been hearing a lot of buzz about, and was very excited about it. Adhesive isn’t usually a “sexy” product, but this particular adhesive gun seems to have really excited consumers.
  • The 70% off coupon was used to get a very practical item for a nominal price rather than seeing the discount as an opportunity to get a less usable luxury item at a massive savings. I’ll admit – I have a few expensive “ghost tools” that sit around my scrap room collecting dust that I was swayed into buying by a massive discount.
  • This coupon promotion by Jo-Ann Stores converted well into a sale – unfortunately it was a sale for their competitor! But it does show that coupons will bring out shoppers.
  • Coupon promotions like this are designed to get shoppers into the store in the hopes that they will buy more than just the coupon item. Although it isn’t mentioned in the video, a glance at the shopper’s receipt shows that it contains multiple line items, which means the promotion was probably successful in that respect.

This concept of using big sales to buy basic essentials at affordable prices was one that we saw retailers reporting as a trend last holiday season, when it seemed shoppers were gravitating more than usual towards holiday sales on basic clothing items. Since it appears that sentiment has stuck with consumers, it will be interesting to see how it affects the upcoming holiday season for retailers.

Remember the tease on the Behind The Scenes blog to get your video cameras ready? Well, here’s your first chance to use them on Scrapbook Update! Would you like your haul to be the featured in the next Scrapbook Update “haul” analysis? You can submit your own “haul” video to Scrapbook Update via our video submissions page after uploading it to YouTube or a similar service. We can’t wait to see what our readers come up with!

Have you seen the latest from Paper Crafts magazine?


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Position Available: Avery Dennison Product Manager

Product Manager: Full-time (Brea, CA)

This individual will be a marketing champion within Information Management & Identification for Specialty Labels and Cards. This individual will have product line management accountability for Specialty Labels and Cards, which includes fabric transfers, printable note cards, crafts & scrapbooking products and e-media products. Specific responsibilities include business reviews and developing strategies and marketing plans for this business in close collaboration with the BU senior management, sales, supply chain, and other functional areas. This person will own execution of agreed upon strategies and programs. This may include: new product development, product line extensions, product refinement, new distribution, cost reductions, concept development, market research, pricing, competitive and category analysis. This person will also be instrumental in identifying and developing the marketing elements to support these programs such as packaging, merchandising, consumer promotions, etc.