Sidelines
Shane Gottwals
Gottwals Books
www.gottwalsbooks.com
What are those “extra” items you keep in stock? My wife and I have recently begun to carry educational puzzles and toys, with mixed success. (I, of course, want them to fly off the shelves, but I guess I should be patient.)
I was told one time that “Books are what makes the business; sidelines are what keep the doors open.” Gottwals Books is opening a second location (www.gottwalsbooks.com), and we just decided to stock $20,000 worth of toys by the time we open in another month or so.
A well-known toy store in our shopping center closed down (due to the fact that it was a national chain that went belly-up). So, the thought of replacing this shop while opening our own is very appealing. Why not bring those customers into our shop that might be coming in for toys?
Well, I have been a little concerned with the decision. I want people to know that we carry toys, but I don’t want to lose our identity as a serious bookstore. We have 30-40 feet of window space to display the pretty, colorful, plush toys, but will that push anyone away? I assume that, as long as we keep it a “bookstore that carries toys” instead of a “book and toy store,” we’ll keep that long-acquired identity.
I suppose that, if I were the client instead of the owner, I would rather not sit on a plush leather couch in a store where there were plush giraffes hanging over my head. Yet, will 200 square feet of floor space in a 3500 square feet shop really have that great of an impact? If anything, the bright colors will be a little distracting. Yet, what does the average 2009 customer really expect from a book-buying experience? The big chains seem to do OK with their multicolored, three-dimensional kids areas. However, is that what anyone wants from their friendly neighborhood book dealer?
I would like to know, from a business perspective, what those little things are that you booksellers keep in stock that bring in extra funds. Have sidelines been successful? I must admit, as a used bookseller, it is very nice to know that I can reorder certain items by just calling the distributor. It is not quite that way with used books… I often cherish those good trade-ins and other finds, knowing that I might not soon see them again. Re-ordering is a lot easier that scouting, that’s for sure!
It seems pretty obvious that carrying sidelines will help financially, but I don’t want to be like that Christian bookstore in town that keeps 50% books and 50% figurines. I guess, as a bookseller, I do not want to lose my roots in books for the sake of making 50% on a reasonably priced selection of toys.
So, I amend my original question: “What are those “extra” items you keep in stock” and have they made your store into something you do not want to be?
What about a section devoted to leather bound classics?
I started out with new and a small selection of used books(I’ve only been open two months) I had novelty pens and pencils which went over with moderate success. Two weeks ago I added a small selection of greeting cards. They’re reasonably priced and I’ve already sold enough to pay for them. The thing I notices most is with the sign in my window advertising the cards, more people have actually stepped in my store. I’m located right next to a diner and I see the same people going in and going out weekly. Some make their way into the store and others just look in, curious.
I still have my books everywhere but mixed in I have a small selection of other things. Plush coloring kits, the pens and pencils, and I’m slowly purchasing more “toys” to help “keep the doors open”.
Sorry I do not have a B&M store with which I could regale you with stories and anecdotes but I can come at it from a buyer’s angle.
I could see in your window a display of books with related plush and spinoff toys. Perhaps Pooh, Eyore and Tigger (Who are always popular) reading their own books. Perhaps a few Harry Potter goods (Just as the next movie comes out) with the Potter book series mixed in. I’m sure you know to switch it out regularly so the items don’t get sunned. (I’ve seen more than one bookshop leave the same books in a window till everything is nice and toasty and the bookcovers look like curled copies of the Beatles White Album.)
One thing I hate as a buyer is to see a window display and the price tags are all carefully tucked in such a way you can see the tag but not the price. Perhaps it works for some customers and gets them into the store to find the price but I find it a turn off. If the items have price tags be bold and declare the price.
As far as inside the store I think a table here or there with books and toy combo display would be fine. That is if it can be placed so customers are not bumping their butts into the display as they bend over to see a book on a bottom shelf. (Note to Bruce. Is it OK to say ‘butt’ in the comments?) Books on Africa and that stuffed giraffe from the ceiling along with a ‘backyard safari’ kit. Insect books and magnifying glasses. Double up on that table with Sherlock Holmes, Insects and magnifying glasses. Science kits and related books (Bill Nye shows still on?) might also do well.
The main thing I see is that you make a tie in of books with the toy items you purchase and display. Hopefully that way you will sell a book with each toy, or better yet, ‘a toy with each book’.
Interesting discussion. I am an online bookseller, so can only say that some sidelines have boosted my sales a bit, but obviously don’t distract or detract in any way since most buyers don’t see my full inventory…and this just doesn’t apply in the same way as a B&M. But like the previous commenter, I will respond as a buyer by telling you about a store in my area that does have a very nice toy department within…It is a larger “independent” known as Joseph Beth Booksellers. They have an immense selection of books, but they also have a very nice children’s department with a considerable number of toys alongside the books. They seem to specialize in Playmobil and various craft kits and educational toys — toys that encourage the imagination. They also carry the very popular “Webkinz” and some other plush toys, but these do not overwhelm. The majority of the toys and games they have are definitely higher-end thinking kinds of toys. I do love to go there for gifts, and besides one independent toy store chain here, they are one of the few retailers in our area that carry Playmobil. I still frequent the independent toy store, but Joseph Beth is often on our list when looking for a children’s gift that we can’t find there. They carry many sidelines for adults, too (a surprising number, actually).
Funny thing is, I buy fewer books than gift items there as I prefer the small used bookstore in town (and JB doesn’t sell used books).
Good luck with your new location!
I have practically no floor space, so have very little in the way of sidelines. Occasionally I have additional items in on consignment. The only non standard item I carry full time is card for the Rage collectible card game (which is out of print) and card sleeves. Both are largely for my own convenience as I play the game so do a few demos a year at conventions. I sell through a good chunk of the cards and sleeves at conventions and get sporadic online orders.
I also carry my own art at the store off and on, as I have space available. Haven’t sold any of it out of the store, but have gotten a commission to do custom work out of it. I got commissioned to do a cow & nurse themed coffee creamer for someone that collected coffee creamers. It’s the Cow-fee creamer!
http://www.flickr.com/photos/21881149@N06/2600802150/in/set-72157605403114314/
http://www.flickr.com/photos/21881149@N06/2599973017/in/set-72157605403114314/
(the name on the tag says Nurse Moo for those interested)
In the last few weeks I’ve begun to stock original art by a local artist, 3D framed relief maps of the local area and some card/word games. I only display sidelines in areas where it’s not practical to have books, so I don’t feel that I’m losing valuable book space – I don’t have much floor space. It’s too early for me to tell how successful the sidelines will be, but they do bring in extra customers. I agree that it is important to keep the bookshop feel but I’m sure that some plush toys will be a welcome addition for your customers. Good luck with the new store!
Having been in the used book business for about 15 years I would warn against side line items. At my first store (I sold out about 8 years ago), I sold new and used books, coffee, some gifts, did video rentals, and had a huge news stand. When I choose to open a new store 4 years ago I choose to only sell books. The reason is that you only have so much time, money, and space. If you stick to books you will find that you can go head to head with the box stores and win. If you try to do to much it will water down your store. I made money with the first store. I am making lots more money now that all I do is books. The question is do you want to be a GREAT book store, or an average store that sells books, toys, and whatnot?
Trying to be all things to all people is always a mistake!!!
I do a number of small sidelines – I carry handmade cards by two artists, bookplates, journals, and small framed “bookish” artwork (classic paintings of people reading, newer photographed images of people reading) I also have in-store inspired postcards printed at a local printshop (pictures of the store, pictures of some of the staff, advertising campaigns, etc), and those always disappear quickly, especially during the summer months when tourism numbers are up. I have had mugs, book bags and travel mugs made with our store logo on them, and have moved hundreds, if not thousands of those over the years.
I always try to keep my sidelines in line with books – book bags and book marks and a natural extension, and if you have a company like smartbag.ca make them, you can pick a sturdy bag and have them made at a very reasonable cost.
I also advertise for a local bookbinder – he keeps some examples of his work in a glass cabinet, and I pass along business cards. While I don’t make any money from this, it is a wonderful service for my clients, and that’s a reward in itself.
I will definitely expand my sidelines to include more “booky” things – display easels and t-shirts with booky phrases on them are my big projects now.
We have success with hand puppets and finger puppets purchased from Folkmanis. At Christmas time we sell sets of a book with a puppet.
We also carry hats from ELOPE. They sell fiarly well especially when the local schools have hat day.
Hope this helps!
I realize bookshops carry a lot less, but I like the personal support that you get with the experience.