Summer 2009

Luxury for Less: Holiday Gifts Under $20 Retail By Heather Johnson Durocher

Ornaments Galore

Holiday ornaments are increasingly personalized, making them an item perfect to market as a hostess gift.

“Ornaments that are themed to the individual—hobbies, occupations, milestones, accomplishments—are all on the increase,” says Anne Koehler, merchandise manager for Bronner’s Christmas Wonderland in Frankenmuth, MI. “A house ornament with the hostess name or address would also make a nice gift.”

Just a few of the more popular ornaments at the retailer/wholesaler celebrate a new job, graduation, military service, a new driver’s license, even scrapbooking. And while they’re great to sell during the holidays, they are gifts that can be used in the home year-round, Koehler says.

Bronner’s knows a thing or two about ornaments. The shop sells more than 1.8 million each year, with some of the personalized ones retailing for under $10. “They are fairly inexpensive,” Koehler says. “For under $20, you’d have a huge selection to choose from.”

Stephanie Teixeira, who assists with buying for Toronto, Canada wholesaler The Abbott Collection, agrees ornaments are a smart way to market to customers seeking a unique and heartfelt hostess gift. “It’s something for them to remember, something more personal. It’s nice to be treated to that,” Teixeira says. “Ornaments in the end are for decorative purposes. It’s a cute gift to give.”

Cheerful, sparkly, silver and metallic are among the more popular types of ornaments for Abbott Collection. The company’s six-piece 4-inch-long shiny metallic dove ornaments feature the words “dream,” “believe” and “imagine” and retail for $8.

More playful ornaments include the company’s four-piece 2.5-inch-long fur-lined pairs of skates, retailing for $4 and 12-piece 3-inch-long stockings-with-pompom retailing for $9.

Demonstrate to your customers how ornaments may be used as place cards as well by displaying them next to place settings or dishware.

“Many people add a little peppermint or gingerbread ornament to their plates of Christmas cookies, which makes a very nice gift,” Koehler says.

Heather Johnson Durocher

Durocher is a northern Michigan-based journalist who writes frequently about business for newspapers and magazines. She has contributed to USA Weekend, Woman's Day, Parents and American Baby. Visit her website at HeatherDurocher.com