Getting a product into gift shops isn’t only about having a good product. Plenty of good products never make it onto a shelf. The ones that do are usually priced properly, easy to order, reliably supplied and put in front of the right stores.
I’ve been on the selling side of this trade since I joined my family’s Rose Stereograph business full-time in 1979, and today I represent brands to 227 stockists across 132 towns and suburbs. Here’s how I’d think about it if you make or import a product and want it in Australian gift and tourism stores.
Is your product right for tourism and gift retail?
Start with an honest look at who buys it and why. In tourism retail, most customers are visitors. They want something that reminds them of where they’ve been, a gift for someone at home, or something practical they forgot to pack, like a hat or sunglasses.
That tends to favour products that are:
- Tied to a place. A town, region or landmark name on a product often makes the sale.
- Easy to carry home. Light, compact and hard to break travels better in a suitcase.
- At an impulse price. Most souvenir purchases are quick decisions made at the counter.
- Easy to display. Small shops need products that look good in a small space.
It also helps to know that “gift shop” is a broad idea. Among my own stockists, pharmacies and newsagencies outnumber dedicated gift shops, and visitor centres, surf shops, post offices and attractions all sell souvenirs too. Think about which of those your product suits best.
Get your pricing right first
Before you approach a single store, you need a clear wholesale price and a recommended retail price. A store owner has to make a margin, and if the retail price doesn’t leave room for that, the conversation ends quickly.
Look at what similar products sell for in the kinds of stores you’re aiming at, then work backwards. If your costs don’t allow a sensible wholesale price at that retail point, it’s better to find out now than after you’ve printed a catalogue.
Minimum orders, lead times and supply
Most tourism retailers are small, owner-run businesses. Cash flow and shelf space matter to them, so:
- Keep minimum orders realistic. A small store will often try a range in a modest quantity before committing to more.
- Know your lead times. Stores plan around their peak season and need stock on the shelf before visitors arrive. I’ve written about how the tourist seasons work.
- Make reorders easy. A first order is only the start. The real business is in the reorders, and they only come if you can supply them.
- Be clear about where stock is held and who handles delivery, invoicing and returns.
Running out of a best-seller in the middle of a store’s busiest month is the quickest way to lose that store.
Presenting your range
Buyers are busy, so make it easy for them to say yes. You’ll want:
- A clear catalogue or price list with good product photos, codes, wholesale and retail prices, and pack sizes
- Samples a buyer can hold, because a lot of souvenirs sell on feel
- A simple way to order, whether that’s an online wholesale ordering platform, email or phone
- Display ideas, so a store can picture where it will go
I’ve written a separate piece on what retail buyers look for in a new range if you want more detail on what goes through a store owner’s mind.
Doing it yourself, or using an agent
You can approach stores yourself. Plenty of makers start that way, especially close to home. The challenge is scale. Australia is a big country, and tourism stores are spread along thousands of kilometres of coastline and through regional towns. Visiting them in person, at the right time of year, takes a lot of time on the road.
That’s where an agent comes in. An agent who already calls on tourism retailers can put your range in front of stores that suit it, take orders and pass back what buyers say. I cover all of Australia for every brand I represent, and you can see where my stockists are on the stockist map. I’ve explained how working with an agent works and what a travelling agent does in more detail elsewhere.
How I look at a new range
When a brand gets in touch, I’m asking a few simple questions:
- Will it sell in the stores I call on? I know those stores, their customers and their seasons.
- Is the pricing workable for both the store and the brand?
- Can the brand supply it reliably, including reorders in peak season?
- Does it fit alongside the brands I already carry, such as Local Bloke, Kato Designs, Sundowner Souvenirs and Souvenirs Australia?
If it doesn’t suit the stores I work with, I’ll tell you straight. That’s better for both of us.
If you make or import a product
Send me your product photos, wholesale and recommended retail prices, minimum orders, lead times and where your stock is held. I’ll have a look and give you an honest answer about whether it suits tourism and gift retail.
See how representation works, or get in touch about your range.
If you run a store
The same thinking works from the other side of the counter. If you’re looking for new products that suit your customers, your season and your shelf space, I can bring you ranges that are already selling in tourist towns around the country.
Book a visit, ask for range advice or see the products I can bring you.