Shop Talk: Holiday Shopping (and Promotion) Starts Here

The following was originally published in The Harrison Report on Nov. 5, 2010.

Shop Talk Business happenings in and around Harrison

Written by Carla Rose Fisher

Thursday, 5 November 2010

In West Harrison…

UNIQUE IN NEW YORK: Shop Talk's first reader write-in recommendation prompted me to visit West Harrison last week. Walking into 23 Taylor Square, I discovered a gift wonderland that smells like Christmas.

Taylor Square Shoppe can serve as an example for retail storeowners, especially for ideas on how to bump up store traffic and holiday sales. And since we all have holiday shopping to do ourselves, you should stop in and view the store’s unique offerings, because you just may find you don’t need to shop anywhere else.

It’s amazing how many items 750 sq. ft. can hold. Turns out, the wonderful aroma upon my entering was the Frasier Fir scent in the Thymes candle line, also available in hand lotion and other products.

Owner Maria Anella opened the shop five months ago, and is planning a grand opening in mid-November, just in time for the holidays. Having managed the Chilmark Gift Gallery at Prescription Plus in Briarcliff for the past 12 years, Anella jumped at the chance to open a gift gallery in West Harrison, where she’s lived for 20 years.

“I love this community, and I fill my store with things I love,” she said. “It really is my dream store, and I love what I do.”

As a local merchant and mother to a son who came up through the school system, Anella continues to be a hands-on volunteer. She’ll soon be joining the community neighborhood watch and the newly reopened Harrison Chamber of Commerce. During each of the weekly neighborhood car shows over the summer, Anella gave away $25 gift cards. At last week’s Halloween parade, she gave away Silly Bandz to the kids. She knows that freebies are a great way to get customers in the door.

When choosing which items to carry, Anella considers her customers. “I like to find things that are different, and I think, ‘What’s a great gift for a great price?’” Here you’ll find stylish gifts starting at $3. And handbags start at $24. Kids can shop for inexpensive gifts for mom and dad, grandma and grandpa. Bosses can shop for company gifts. No matter the recipient, Anella has great taste: A bracelet she carries was featured in last month’s issue of InStyle magazine.

A sampling of what you’ll find at Taylor Square Shoppe: accessories like scarves, including pashminas; jewelry, from funky costume jewelry to high-end designers like Judith Jack and Crislu, as well as vintage lines like Annie Koplik and Clara Beau; tween gifts; boys’ gifts; baby gifts; men’s and women’s watches; wallets; handbags by former Vera Bradley designer Stephanie Dawn; Lolita wine and martini glasses; the Tea Forte line of silk-infused tea; fancy walking canes; Voluspa candles; lint-free flour sack kitchen towels; and greeting cards, from the popular Champagne line to homemade cards, including handmade cards by Samantha Shopovick, a ninth-grader at Harrison High School.

A certified pharmacy technician in her former career, Anella is huge on customer service. It’s why she offers free gift-wrapping and free local delivery (including downtown Harrison, White Plains, North White Plains and North Castle), why she takes pride in creating custom gift baskets and why she offers discounts — seniors and teachers receive 10 percent off, as does anyone visiting the store for the first time. She also ships.

During my visit, store patron Marie Tedeschi came in for her custom-ordered gift basket. “I’m not normally a shopper, but Maria makes it so easy,” Tedeschi said. “She comes up with beautiful ideas all the time. I just love this store; it’s so convenient to have this here.”

Gift baskets are Anella’s specialty. For individuals and companies, she fills them with Ferrara products and other Italian imports and items carefully chosen for the recipient. She also creates fruit baskets, baby baskets and wedding baskets.

A smart marketer, Anella maintains a mailing list for sending postcards with valuable offers, and her son helped her post flyers throughout Park Lane. Since marketing changes with the times, Anella knew she needed to be on Facebook when she was shopping online and saw the ubiquitous “Find us on Facebook” tagline. She’s received great responses from her Facebook page, especially from Harrison teachers.

Holiday hours are Monday-Wednesday 10 a.m.-7 p.m., Thursday and Friday, 12-9 p.m., and Saturday 10 a.m.-7 p.m. Call 914-949-3800.

Talk Back

In what ways have you reached out to customers in your community? Are there promotion ideas aside from those discussed in this article that have been effective for your business? Comment and share!

Shop Talk TipTime to Post Your Holiday Hours

Even in October, I started seeing signs in storefronts advertising holiday hours, the most creative being Quizno’s, on the corner of Halstead and Harrison avenues: “Quiz the Season.” Posting holiday hours early lets your customers know you care about their busy schedules so they can plan errands accordingly. Be sure to post the holidays you observe, not just Thanksgiving and Christmas, so your customers know you won’t be open on those days. Read more on my previous post about tips for posting holiday hours.

Carla Rose Fisher is a freelance writer and Web consultant who specializes in marketing for small businesses and startups. She is also an award-winning songwriter and is on the Executive Board of the Harrison Chamber of Commerce.

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