Although JAM Paper & Envelope specializes in selling products like high-end paper and gift wrap, owner Andrew Jacobs recently
devoted 1,500 square feet of space in his Upper East Side store to another holiday staple: toys.
Mr. Jacobs worked out a deal with a business called Melissa & Doug to carry its wooden playthings exclusively. “They brought
the merchandise, set it up, and gave us posters and marketing materials,” he said. His store started selling about 10 toys a
day in October; now the number’s up to 50.
Even better, JAM’s main merchandise is also moving. Parents see the toys in the window, buy them, and wind up with gift wrap
and packaging, too. To entice them to deck out their gifts, Mr. Jacobs hired a gift wrapper to work through the holidays. He
sees it all as a good investment: “We’re converting them into JAM customers,” said Mr. Jacobs, who has 20 employees and two
other Manhattan locations.
Analysts estimate that retail sales this holiday season will be up about 3% over last year nationally. That’s good news for
retailers, but it’s less than the previous year’s 5% increase, noted Jeff Edelman, director of retail and consumer products
advisory services at Manhattan-based business consultancy McGladrey.
Low prices aren’t enough
The result: Many in New York’s highly competitive retail market are looking for fresh ways to spark holiday sales. And
succeeding in moving the sales needle can take an all-out effort, with many consumers still cautious about spending.
Success this season is all about differentiation, according to Mr. Edelman. “Small businesses will stand out by providing
value that’s not just the lowest price,” he said. That value could be excellent customer service, new and different
merchandise—even free champagne.
Take Greene Grape in Brooklyn. The business has 50 employees and encompasses three stores: Greene Grape Provisions, a gourmet
grocery; Greene Grape Annex, a café and commercial kitchen; and Greene Grape Wine & Spirits. To attract customers, owner Amy
Bennett offered a tasting in November of her All-American Six Pack of Thanksgiving wines paired with side dishes such as
sweet potato gratin and wild mushroom stuffing. The Annex, which created the side dishes, also held a pie tasting.
In December, Ms. Bennett will host both a tasting of inexpensive sparkling wines and a champagne tasting cheekily called
“Bubbles That Don’t Blow.”
“We uncork every bottle in the store so customers can find one that suits them,” Ms. Bennett said, adding that in-store
promotions and tastings usually provide a “significant bump in sales.”
To make sure its promos attract enough foot traffic to pay off, Greene Grape’s comical holiday mascot, Lobster Claus—a man
dressed in a lobster costume trimmed with Santa fur and a belt—strolls the Fort Greene streets where stores are located,
handing out coupons.
Social media spark sales
Many local businesses find that a year-round effort to build their digital presence is vital to maximizing customers’ holiday
spending.
To attract shoppers, Princess Jenkins, owner of The Brownstone, the women’s clothing and accessories boutique in Harlem,
keeps her Facebook page full of fresh photos of her products, announcements of store events and chatty commentary about her
fashion choices.
“We use social media to drive traffic to our website, which drives traffic to the store,” Ms. Jenkins said.
After checking out the extensive photos on her ecommerce site, many shoppers wind up at her store on 125th Street—and, she
finds, they’re in the mood to buy.
