Cheap and Cheerful ways of Adding Value to Counter Space
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10:46 AM, 21 February 2019
Boing Tubes, Styrofoam Gliders, Sock it to me Socks, Peanut slabs: what all of these rather different items have in common is that they can be found on the counter of a bookshop near you. Counter items are high-margin, generally low-cost items that have that ‘pick me up’ quality. They can be the sort of item that is like catnip to a book-lover, or a kid-focused item that helps them finish off spending their birthday Book Tokens.
We had a chat to a few quite different booksellers about what they keep in stock on their counter, how regularly they refresh their stock, and what is important to them when deciding what to accept from gift range reps. Thank you to Lucy Bailey from The Children’s Bookshop, Steve Laurence from Almo’s Bookstore, Jenna Todd from Time Out Bookstore, and Pene Whitty from UBS Canterbury.
The type of items they stock
Lucy Bailey acknowledges that children’s bookshops are probably a bit different for counter stock, catering to the very specific wants of a child and what a parent can be persuaded to buy. She adds, ‘We also have parents looking for little things for party bags and stocking fillers are crazy come Christmastime.’
For The Children’s Bookshop, Bailey says, the top-selling five items are ‘something we call a “boing tube” – a little bit of plastic that goes ‘boing’. You can make up all sorts of games with it and it will only cost you a dollar. Other than that, secret pens, mood rings, putty/slime and stamps are all great add-ons… and anything unicorn.’
Kids can be light-fingered though (take it from the person who had to march her 4-year-old back to a supermarket with half a packet of Mentos 18 months ago): ‘Sometimes a bouncy ball or a little plane will disappear into a pocket, but they are generally returned with a squeak of an apology and the occasional wail.’
Almo’s Bookstore in Carterton also keeps some counter stock in for the kids (and kids at heart). Steve Laurence says, ‘We keep a range of tin wind up toys sourced from Allen trading, which generally sell from $5-10. And we keep a box of Styrofoam gliders on the counter, which we sell at $1 – you don’t get much for a dollar and it keeps the kids happy.’
Laurence adds, ‘We count the little books now being published (right now, Murakami Birthday Girl at $5.99) as a novelty item. We always keep the ‘Unemployed Philosophers Guild’ mints in their dispenser. The bestseller is the peach-flavoured Impeachmints, but we also do well with Mothers Little Helpers (better living through chemistry).’
UBS Canterbury is the other store that names edibles as good counter stock, with Pene Whitty saying ‘Peanut Slabs are great – I get them on special from the supermarket for $1 and sell them at $2; and mints from Livewires.’ For Whitty, Trump and You can do it are the most popular at the moment.
Time Out Bookstore is a small shop in Mt Eden, Auckland. Jenna Todd says their top-selling items are: Espial’s Te Reo playing cards, Sock it to me socks, I NEED U Reading glasses, Time Out branded novelty pins, and Emma Makes pencils. They generally buy book-themed items, but ‘if it’s not book-themed it needs to be something that is fresh and different.’
Stationery is a common theme, with UBS Canterbury noting among their top five: bic pens, rude pencils or gift pencils, mini notebooks, and soap.
What drives decisions
For Almo’s, it’s simple: ‘We keep things in front of customers that they might pick up and add to a purchase. This means items have to be a bit quirky to attract attention.’ Laurence notes that the other benefit of counter stock is a higher margin than that for books.
The Children’s Bookshop have a dedicated buyer for toys and stationery, says Bailey. ‘We make sure this person has an eye for what appeals to kids. We keep the counter stock cheap – within pocket money range – so we always try to have a few things for a dollar. A lot of kids come in with vouchers and their book is often a little less than the value of the voucher, so it’s great to have a few options for them. We try to keep the stock practical, multi-use, and educational if possible. Oh, and fun!’
The Children’s Bookshop avoids single-use plastic, but notes that they wish that the packaging for toys was a lot lighter on plastic use. Bailey noted, ‘We still have water balloons but won’t be getting any more – especially after our storyteller’s assistance dog ended up having an operation after eating the remnants of balloons left in the local park.’
Whitty from UBS Canterbury notes, ‘We have a staff member that looks after the gift buying with input from me – we have had some interesting comments and some big wins.’
‘Our counter is designed for our busiest time of the year, which is right now – the start of the semester. So we have a small space in the front, and we change what we have on the top all the time. We alternate between the sunglasses from Moana Rd to the reusable bags on the end of the counter. We are a metro agent (bus) so we sell and top up the cards – this is time-consuming, so we keep this to the right of the counter.’
Another thing UBS Canterbury always has in stock is a box of assorted postcards, usually bought in 100s – sold at $1 each. ‘Bookmarks are the other permanent at the counter with these being an assortment from different companies – Artico supplied us with a great variety of history bookmarks that have been popular. Paperie and Livewires as well.’
The Children’s Bookshop keep a good stock of bookmarks too, with Bailey saying ‘There’s a great selection of kid-friendly ones to purchase – we generally keep the free ones from the publishers to give to schools and our kids in Bookclub.’
UBS Canterbury change their behind the counter display every two weeks, and have just started a display of Out of Print bags from the US. Whitty adds, ‘So we will be bringing up some of the book pins and jewellery that they also produce and highlight that on the counter. ‘
Both Jenna Todd and Wendy Tighe-Umbers buy counter stock for Time Out Bookstore. Todd says, ‘We don’t take on new counter stock very often, so we are very picky and we both have to like it to give it a go.’ Also, they are in a small space, so their second criterion is that they need items that don’t take up too much space.
Sources of counter stock
The Children’s Bookshop also stock a small selection of general toys, and they usually get their counter stock from them. The reps come every month or two. Bailey adds, ‘We get some from stationary suppliers, and we have a couple of suppliers that just have bookmarks – including a girl who lives locally and has been supplying us with her handmade bookmarks since she was 9 years old.’
Almo’s stocks from their regular giftware suppliers – Laurence says, ‘We’re always looking for little things, but we don’t change the theme much.’
Whitty from UBS Canterbury says, ‘We have a running press standing from Hachette that has now got a permanent place on the counter at the left. Live Wires and PDL are both good for quirky and literary-related lines.’ Whitty has just recently returned from the Winter Institute scholarship, and adds, ‘I have just purchased a range of literary pins and buttons that I found in the States – they will be arriving in the next month, so I’m all excited about these.’
Time Out goes to the Auckland Gift Fair to source their counter stock. However, Todd says, ‘Some people have approached us – such as Emma Makes – and the stock has just sold and sold.’
‘There are some items that we will just keep permanently as they have never stopped selling (such as socks, glasses Te Papa posters). However there are items that move really well but when we re-order, they sit there forever! We’re working on having a shelf life for these, but they can often be awkward to have on sale.’
All of the bookstores noted that they have more gift items at Christmas time. For Time Out these are scented erasers from Livewires, itty bittys from Image Gallery, Chronicle Book Cover vases, and Penguin Tote bags & mugs.
Bad ideas!
‘Our reps know better than to pitch us terrible ideas,’ says Bailey, ‘when they do pitch something new, they tend to be right.
‘We did once have single fart bombs at the counter, but after a couple of “accidental” explosions, we are only selling them in boxes… the smell is quite hard to get rid of.’
For Time Out, it’s essentially just anything large. Todd says, ‘We often have people who have never been to our store shop, trying to give us stands of things.’
UBS Canterbury says, ‘One of the strangest suggestions for the counter was an item calle Boot rescue and Sneaker rescue - wipes to protect your shoes. We thought this could appeal to our market. Our staff liked it and have purchased some – but the customers have not!’
Here’s something that none of the bookshops interviewed stock: items that are likely to antagonise their customers, such as this shocker spotted in an unnamed bookshop earlier this year. ‘First Aid for Allergy to Wife’ – really?!
So take it from the experts: quirky, reading-related gift ware in – fart bombs and offensive, sexist slogans out.
ENDS
Article by Sarah Forster
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