Easter Brought Bucks

Most Storeowners Encouraged by 2007

By Alison Marek
May 2007

Despite a dearth of Ganz’s Webkinz, 12 specialty toy-store owners told TDmonthly that Easter 2007 was:

GREAT!

“Much better than last year … about 60 percent!” raved Owner Melissa McCollum of Learning Express in Hoover, Ala. “The whole year has been better.”

“We’re up 55 percent month-to-date over last year,” related the puzzled but pleased Trish and Rick Garlock, owners of The Treasured Child in La Grange, Ky., who hoped the increase has something to do with their recent actions, such as partnering with local retailers to build their town into a “destination.”

VERY GOOD

Four other retailers reported their sales as up at least 20 percent over 2006.

“We were up 30 percent,” said a relieved Ginger Milligan, owner of Fairhope, Ala.’s Fantasy Island Toys, whose business had suffered from the 2006 hurricanes. This year, the tourists returned.

GOOD OR NEUTRAL

Sales were slightly up or steady for three retailers, including one from the northeast. Two more reported that they “don’t do Easter” and thus didn’t notice a difference in sales one way or another.

BAD

Only one toy-store owner, who asked to remain anonymous, was discouraged by Easter and by 2007 so far. She was one of the first to carry Webkinz, but now kids are leaving her store disappointed that she doesn’t have them. She just hopes she’ll be around for next Easter.