Adaptability By Julie McCallum

We’ve always known that change is inevitable, but I don’t think we had any idea just how immediate it could also be. The year 2020 has brought unexpected changes to every facet of life – society, industry, government, healthcare, and in our corner of the world, retail. Retailers, manufacturers, sales agencies, trade shows – everyone has adapted to keep business going, meet customers’ needs and adapt to a changed world.

In this issue, we visit two retail rockstars in Tennessee who made the most out of the shutdown. Stephen Brown, owner of Glitterville in Knoxville discovered that being closed created more time to post crafting videos and found a whole new audience of fans of his work. Marlene Massa, owner of Market on the Square in Cookeville, changed up their strategies to offer more online sales as well as merchandise that promotes safe and healthy living. Read more about these retailers beginning on page 57.

The fourth quarter may just be 2020’s saving grace for retail. Be prepared to ring in the season with gifts and décor for the holidays with our Gift Guide beginning on page 63. And speaking of popular gifts, the ever-hot jewelry category is more than just pretty. Products that support causes such as improving the environment and helping COVID-19 efforts give customers a chance to feel good about their purchases and help those in need at the same time. Check out a few examples on page 74.

The growing demand and awareness for a balanced, healthy lifestyle has brought CBD products to the forefront. Find out how your store can add these wellness solutions to your merchandise mix on page 80. What does your packaging say about your store? We talked with giftwrap and packaging experts to learn how to set yourself apart from the competition on page 84.

With all of the changes going on in our industry right now, we are more committed than ever to providing up-to-date news and information on our website. We encourage you to check there often for the latest trade show news and dates. If 2020 has taught us anything, it is how to be flexible. Together we can all pivot and adapt for a successful future for the gift industry.

Julie McCallum, editor-in-chief for Gift Shop MagazineJulie McCallum


Julie McCallum

Julie McCallum is editor-in-chief of Gift Shop Magazine. She is formerly the editor of Museums & More and has more than 25 years experience in publishing.

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