Woodworker's Journal 1984-8-4, страница 13

Lu Makin-Bvrd of The Emporium in Johnstown, Pennsylvania, told us that better quality toys, banks, wooden phones, and Christmas tree ornaments all sold well. Of special note, however, was Ms. Makin-Byrd's observation that free-form wooden "slab" clocks were not moving. We found this same opinion shared by nearly all the retailers contacted, indicating to us that a market saturation point has perhaps been reached for this type of clock.

In Cedarburg, Wisconsin, Marline McGrew, of Marline's Creative Ideas reported that country furniture, especially hutches, has sold consistently. In Florida, New York, Marjorie Zap of The Craft Barn said that both hand and table mirrors were popular choices.

Approximately half the shops we spoke with said they carried only the products of local or regional craftspeople, and without exception the retailers indicated that, all else being equal, they gave preference to local craftspeople. Also noteworthy is the fact that some retailers may request the rights to exclusive area representation.

The retailers we contacted were all relatively small {no chain or department stores), and as such were more apt to feature the work of American craftsmen. Although some stores reported fairly steady sales of "big-ticket" items (mostly colonial furniture), by and large the retailers indicated strongest sales in the $1 to $100 price range. Narrowed down even further, $5 to S25 appeared to be the price range most shoppers seemed comfortable with.

Craftspeople should keep in mind that price markups from wholesale to retail can run as high as 100%. We found most retailers operating on 40-50% markup schedule. Pricing policy and purchasing arrangements also varied substantially. Some retailers operated on a consignment-commission basis, although most everyone agreed that an outright purchase agreement between buyer and seller was preferred.

Toys remain an all-time favorite, and Harvey Sneide-man of The Wooden Toy in Canton, Connecticut offered several valuable "tips-on-toys." Mr. Sneideman noted that toys must be designed with careful attention to the child's age. Toddlers, for instance, should have toys with no small parts that are easily removed or broken off. Furthermore, Mr. Sneideman said that he has found the toy market to be very seasonal, with an overwhelming percentage of sales coming, of course, just before Christmas. Mr. Sneideman also mentioned the importance of furniture designed especially for use by "little folks." "Step-stools, such as those used in a bathroom, are always a popular item," he maintained. Mr. Sneideman also pointed out the need for outdoor play equipment, with swing sets usually being the best seller. Although Mr. Sneideman designs and builds many of the toys he sells, he did indicate that he is "constantly on the lookout for well-made, sensibly designed, reasonably priced toys." Mr. Sneideman added, "I never seem to have enough time to locate all the toys I need."

If any firm conclusions could be drawn from our informal survey, they are: Wooden kitchen utensils of all types, from breadboards to dish racks, are in demand. Quality wooden toys continue to sell well, as do country and colonial furniture. Regional considerations are an important factor in determining marketability, with pieces designed specifically for a particular location faring best. (Many retailers suggest a query first.)

In summation, retailers unanimously agreed that a sensible balance of quality and value, reflected in an attractive form-follows-function design, are the key ingredients in a product with lasting appeal.