Theresa Crystal is the Director of Merchandising at The Country Club (OH).

Theresa Crystal on the importance of selling a unique seasonal product for the holidays:

Every year and just in time for the holidays, I challenge myself to find that special, “Didn’t know I needed that” gift! I want all our members and guests to feel the same about this “little something special” purchase. Every holiday season, I have chosen functional items such as golf-themed ornaments, battery-operated hand warmers, custom poker and bridge-playing cards, notebooks, and stationery. Most importantly, I choose items that are quality-made. I want our members and guests to be proud of that “little something” that their friends, family, coworkers, etc. will cherish. These gifts are bound to be a surprising delight to anyone reaching into their Christmas stocking.

Theresa Crystal on the business impact of selling a unique seasonal product for the holidays:

In our quaint shop, I display these items at the point of purchase. The daunting task of finding that “little something” is no task for our members and guests. This placement has made the purchasers stop and gaze while being checked out. Who wouldn’t want that “little something” to give someone special or place under a tree during the holiday season without the trouble of shopping at another store or shopping on the internet? The sales of these unique and custom items are also successful because I price the item between $10 and $35 which is extremely affordable, and I offer free gift wrap! What will your “Didn’t know I needed that” gift be in your shop this year?

If you would like to email the author of this Best Practice directly, please email tcrystal@thecountryclub.com.