Santa Barbara Design Studio – Face to Face Key Tags

Gift Shop Plus Spring 2022
The Need for Immediate Sales By Debbie Eisele

A Q&A with Landon Metts on how impulse-driven purchases are beneficial to retailers

Gift Shop® Plus connected with Landon Metts, sales manager — gift division for Creative Brands, to learn more about the importance of retailers offering impulse buys and strategy behind this type of merchandise. In this Q&A Metts shared his thoughts on pricing strategies and more.

Santa Barbara Design Studio – Joy in a Jar from Creative Brands
Santa Barbara Design Studio – Joy in a Jar

​​Why is it important to carry impulse gift items?

Interestingly enough, I think it has never been more important to offer impulse items in a gift store! The last two years have been an unparalleled journey thus far for both the store owner and the consumer in which buying habits and methods have shifted at an unprecedented rate. The need for sales avenues to be immediately convenient online and flexible in the methods of supplying and acquiring merchandise has been the defining factor of who could weather the storm and survive. 

Is it possible to created impulse buys by utilizing live stream shopping?

Live streaming and interactive showcasing of new merchandise, best-sellers, stores favorites, and impulse buys have been incredible ways of connecting with consumers who are absolutely motivated to like and subscribe to their favorite local shop on social media. As stores opened up and the freedom and convenience of purchasing online was at an all-time high; brick and mortar businesses had no choice but to become a unique destination for their community… an attractive, alluring beacon of both community and trend relevance. Impulse gift items directly tie into that same allure and same uniqueness. They are quintessentially THE gift that you must see, you must touch, and you must be drawn in by.

Santa Barbara Design Studio – Face to Face Key Tags

Is there a “sweet spot” in terms of pricing these items for quick, easy sales?

For our Santa Barbara Design Studio Brand, the value of the item is just as much, if not more, in the packaging and presentation as the gift itself. Our Joy in a Jar Collection is not amazing because it’s simply a bracelet. You can get a bracelet ANYWHERE! No, it is the uniqueness of the glass jar and the cork. It’s the size and the price point. It’s the whole presentation wrapped up in a wonderfully unique look. See, that is a key component that separates the destination store from the ubiquitous online oversaturated bargain buys.

What types of products work well for impulse-buys?

As for the general “How To” of Impulse Items, naturally, there are a few “tricks of the trade” for effectively merchandising impulse gift items, which involve ensuring the items/fixture are in a high traffic area and at an observable eye-catching point of visage. As for price points, we have found that the $8-12 Retail is a sweet spot, but anything above $15, then the word “impulse” starts to wane.

To dive into current product trends in the impulse-buy category, read Spontaneous Inclinations.

Debbie Eisele

Debbie Eisele is the managing editor for Gift Shop Plus, Stationery Trends and a variety of special issue publications, including: The Guide, Holiday Shop, Celebrations & Occasions and Waterfront Living.

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