Specialty Items Boost Back-to-School Sales

With additional reporting by regional correspondents Terri Lazzell and Brenda Ruggiero

Though most toy retailers that TDmonthly Magazine speaks with run heavy on educational products, few said they make a special push to attract back-to-school shoppers because big-box retailer, such as Toys R Us, Wal-Mart and Target,  are exceptionally competitive in this department. But others are managing to turn sales around during the fall school-buying season by using creativity, personalization and specialty items.

Supplement School-Supplies Stores
“I don’t carry any school supplies per se, but a lot of teachers and therapists come in to get things that help to supplement what they use in schools,” related Diana Glasier, owner of Green Caboose in Stroudsburg, Pa. “Generally, special needs stores are more expensive, and they can come here and get their supplies cheaper. I have a lot of things that can be used in this area, and they are at a much lower price.”

In addition, Glasier created a “Homework Helper” section in her store where she places instructional spelling, reading, phonics, math and word puzzle activity books from Carson Dellosa Publishing Co. and others. “They help kids to keep up, since they tend to forget over the summer,” she explained.

"Create or use displays and merchandisers dedicated to educational products, to make their presence in your store really stand out," said Rie Rainer, in marketing with Carson Dellosa, on how to use products to create a back-to-school section. "Colorful promotional graphics and point-of-purchase signage can also help draw the customer’s eye."

Find Out What's Happening in School
Keeping informed on class material requirements of local schools can also help to usher increased business through the door. “They have very specific lists, like only yellow pencils, not colors, or a box of 8 to 16 crayons, not 24 or 48,” noted Paula Bolte, owner of Imaginations Toy & Furniture Company in Blacksburg, Va. “They want to level the playing field [among students], so to speak.”

And, for Greg Larson, owner of Larson’s Toys and Games in Columbus, Ohio, broadening his impression of what a back-to-school item is has helped him to capitalize on the season.

“We don’t really carry educational supplies or teacher supplies, but we carry crayons, paper, magnetic letters and those types of things,” he explained. Markers and colored pencils by Alex Toys and Faber-Castell are hits.

Heather Lambert-Shemo, children’s brand manager at Faber-Castell, agreed that independent toy retailers have opportunities to capitalize on the back-to-school timeframe. Her advice? “Group together key products that every teacher has on his/her list (colored pencils, crayons, markers, sharpeners, etc.). Consider offering a promotion as well. Kids are always looking for the ‘cool’ new products to help make learning more fun.”

Make a Back-to-School Area
Jeri Dorsey, buyer at Kaboodle LLC in Carmel, Ind., is one of several retailers TDmonthly spoke with who takes the season straight on. She’s not intimidated by big-box competition.

“We do a different back-to-school area highlighting creative and different backpacks, pencil sets and other unique items people can’t get in big box stores,” she said. “We do it right in the front of the store, so people see it as they come in.”

Ira Kizner, in sales and marketing with Guidecraft Inc. (ToyDirectory), agreed, “The staples like Crayola crayons they’re going to pick up in Wal-Mart. So carry alternatives.” He also pointed out that a lot of educators still shop in specialty stores for the variety and quality of educational products found there.

Elise Gresch, product manager at University Games Corp., added, “It’s about product mix — differentiating from big-box stores, having a bigger selection.” Her company’s unique games have an educational slant that can be enjoyed throughout the year.

For others as well, back-to-school isn’t just about August/September: It’s about establishing a niche market.

Don't Forget the Homeschoolers
“I have some stuff for homeschoolers. Word of mouth is the biggest advertisement, especially when someone is new to the area,” explained Bolte. “All of them have e-mail lists, and businesses can’t e-mail, but someone in the group can send out an e-mail that they can pass along — about sales in my store, a new catalog, or something like that. I have great customers from the homeschool groups — they kind of stick together.” She said CD games and books from Dover Publications and DK Publishing Inc. sell well in this market.