Selling Seasonal Baby Items
Consumers buying a seasonal baby item have to see some real value in the product because they know it will last for only a short period of time. The value to a mom or dad is usually defined as offering protection to the baby, convenience to mom and dad, or is purchased as a luxury item. Seasonal baby items can be used for a one time occasion such as a holiday, or the product may last for months. Defining the value to the consumer is clearly defined in what they will pay for the item.
When positioning a seasonal baby item you need to have a clear target audience
Is this a product that is necessary for the baby? Is the item going to be purchased by parents or maybe grandparents? Products that offer protection and safety for baby tend to have the best chance of survival. Most parents will spend more money on things they feel will make their baby safe, while grandparents don't really need a reason to buy gifts for their grandchildren.
When you think of a seasonal baby product, you think of Summer and Winter Products
Summer baby products range from items that offer UV protection to items that keep the baby from drowning in a swimming pool. Obviously, parents see real value in purchasing these items.
Winter baby products also vary depending on where you live in the country and what your needs are. Someone that is having a baby in Florida doesn't have to really worry about a winter, while babies in New York obviously experience a true winter season. Retailers also sell lots of baby items pertaining to the holiday that don't depend on geography, such as Halloween costumes and Christmas clothing.
When is the best time to introduce a seasonal item?
- If it is an item that offers baby protection, then parents will generally buy as needed or they will receive it as a shower gift. Parents will buy anytime of the year to ensure their babies' safety.
- If it is a holiday item, consumers will typically only buy during the holiday season.
What makes a seasonal baby item successful?
- The clear reason a seasonal baby item has success is if the consumer feels that the value paid for the item is the value received.
- Products that last longer have more real value. A warm blanket is more valuable than a Christmas sweater.
- A seasonal baby product that is easy to use and versatile brings more value.
- Make sure that you as a retailer believe in the product and can create some excitement for the consumer.
What is the best way to market a baby seasonal item?
- Specialty baby stores and boutiques usually purchase their seasonal baby items a few months before the season starts. You can find seasonal baby products by attending trade shows such as ABC and JPMA to learn about different manufacturers' products.
- Read trade magazines such as Baby Shop Magazine to see what seasonal and new items are available.
- Larger specialty stores can sell their seasonal baby items throughout the year in their stores and on their websites.
- It is most important that a seasonal baby product be marketed and displayed for all consumers to see. Place it in a section that everyone can see because you only have so much time to sell it. Educate your sales staff to help you move these items during the season.