Newsletter for Gift Shop Managers

The Newsletter for Gift Shop Managers delivers practical, actionable content to gift shop managers, buyers, and volunteers. We help retailers optimize operations, increase revenue, and connect with one another. The newsletter has been free since its launch in 2001.

The value and richness of the newsletter comes from its active, close knit community. We invite you to leave a comment or join the conversation in the Hospital Gift Shops Facebook Group, an private forum for hospital gift shop professionals.

---

February 15, 2025

---

As a reminder, the Newsletter for Gift Shop Managers has moved to a quarterly basis.
We look forward to landing in your inbox each quarter. – Nicole & Cindy
💮

---

Lessons from 22 years: a manager shares her insights

I have been with hospital gift shops and volunteers for 22 years. I’ve been through auxiliaries and guilds, then a hospital department, mergers, reorganized roles, employee theft just to name a few. Last year, sales for our 1,100 sq ft shop were $509,000. Here are some of the things I’ve learned to make a shop profitable and turn merchandise.

Employee Discount

We offer all hospital employees a 15% discount on one regularly priced item each month. This incentive encourages employees to make a purchase at a good value, without significantly impacting profits. Employees have the flexibility to choose when to use their discount. They often up buying additional items because they feel they got a good deal on one. In fact, this can increase sales; they don’t want to miss out on an item, even if they’ve already used their discount. Providing customers with a reason to visit and finding something to buy—rather than just browse—can lead to greater sales. For example, over $100,000 in sales were generated just from apparel.

Buying

Seek different opinions on what people like, then ask the important question: what would they be willing to pay for it? I have a 24-year-old coordinator and two employees in their fifties. I’m somewhere in between. You might think something looks great, but the real question is whether people will actually pay that price. Then consider the quantity and whether it’s something that can carry over.

I buy much less decor than practical items. If it’s strictly a decor piece, the retail price must be reasonable. For spring/summer, I did more solar stakes than decorative mushrooms. With the current economy, items need to be functional or serve a purpose, not just look pretty. Every item in your shop needs to justify its place.

Pricing

We have a standard markup, but it’s truly fluid. An item priced at $49.99 looks different from one priced at $50.99 on the tag. I evaluate each item individually to determine its retail price, rather than applying a straight percentage. Of course, it still needs to be doubled, but the additional amount is based on the actual item. You can have amazing products, but if they’re not moving fast enough, they’re not truly profitable.

I run reports by category, based on season and vendor, which gives me a clear picture of what’s selling and at what price. I rarely put items on sale, except late in the season when it’s mostly odds and ends.

I also don’t do outside sales. Why bring in a company that takes up staff time and moves dollars outside the gift shop for a small percentage. The money tied up in a 10-20% fundraiser doesn’t justify the means. The only outside sale event we do is with Nothing Bundt Cakes once a month. We sell 1,000-1,200 cakes inside the shop for a 25% commission. We set up at the front of store for the day, and we open from 10 pm to midnight for the late shift. Our merchandise sales definitely go up on those days because I make sure to refresh and rearrange the displays the day before.

Watch

Pay attention to what’s not selling quickly. If customers aren’t buying it, change it up—even if it’s only been a few days. Believe me, people often miss what’s right in front of them. If you create a beautiful front display and it starts to dwindle, don’t let it stay that way. If it’s not full, it’s time for a refresh. This also sends a message to your customers that they need to buy it when they see it because things are moving fast.

COMMENTS

I’m a much smaller gift shop, but love all your tips. I had a meeting with Nothing Bundt Cakes last week to discuss once a month promotional sale. I was nervous about trying it, but I think I will give it a try. – Cheryl F

When we first started we did 250. We were sold out by noon. We make the call based on each month for the next one. In June we went to 900 because sales were slow in May. Our [branch] is amazing – giving us the benefit of changing each month. Having [the event] inside the shop is a game changer – brings them in! – Marla


What lines of clothing do you carry? Where are you located? – Teri N


It’s really varied! I don’t always reorder seasons from the same companies. I go by what the the trends of what i see in other places. One year I did hundreds and hundreds of leggings. Prints, colors just racks. But they sold because they were butter soft and $14.99. Everyone loves cozy in the Fall! – Marla

Thank you! I shall pass this information along to my other buyers. My problem is I have two staff that don’t like change and they remind me quite often that they’ve been doing this for 50 years. Anything is worth a try. – Jenny J

I get that completely! I had volunteer buyers for many years! Are you paid by the hospital or auxiliary owned? I explained to my director that I couldn’t be evaluated based on sales if I could not decide what we carried. I still like a lot of input, but I make the final decision. Inventory dictates our display timeline, promotions, marketing, ect. If something doesn’t arrive then I’m responsible for changing the direction. I can’t run the gift shop if I don’t control the inventory. The auxiliary board could do outside sales but they couldn’t interfere with the gift shop management. The shop’s profit were combined with their sales as a “gift” to the hospital.

Then the board dissolved and we couldn’t bring in outside sale vendors during COVID and I watched how sales improved. So I made the decision not to bring them back.  

My buyers became display designers. They liked still being involved and updating the displays. They have since retired but we all worked really well with the transition. They still got to see new merchandise and be involved with the Gift Shop. – Marla

Auxiliary volunteers. – Jenny J

That is hard! So hard because they’re giving of their time and efforts in a large endeavor. Maybe ask if you can come up with an idea for a display and purchase the items to help grow in your role and learning? Then track the sales from that display. Numbers don’t lie. – Marla

Thank you for the tips! What is your location? Hospital size? Employee numbers? Do employees make up majority of your sales? – Barbara H

I’m in Muskegon MI. I carry a large variety of lines. It depends on the item and price. I love to use lens feature on Fashion Go Wholesale. Even if I see something online from that catches my eye, I screenshot it or save it on my computer and then use that to search. Some companies sell the same item but have different costs and minimums so I can order smaller qty amounts and try to see what works and the quality. When it comes to apparel, I don’t limit myself to certain lines. I look at the items then pricing and sizing and how it fits with with other things I have coming. One year we did pocket tunic dresses from 42 pops as a $14.99 start of fall special. Cost was $5. It was an inexpensive retail addition to a customer closet but we got major profit off it. – Marla

Very valuable tips that gave me a lot to think about. We do a lot with home decor, especially seasonal, but sales have been declining. Wall art has seriously dropped for us, and we now order very little. We do Nothing Bundt Cakes three times a year as a Volunteer fundraiser. Our franchise only gives us 15%, so I may have to ask them about an increase when they come for our next fundraiser. I was told they will be raising their individual Bundlet prices from $6 to $7 in November. With their cooler special they have been doing 6 for $30 or 4 for $20, if you bring back your cooler, but I suspect that pricing will increase as well. We do an employee appreciation sale once a month, giving employees 20% off regular prices with a few exceptions on things like cards, stamps, candy and live flowers. The employees love it, gets them in the shop and gives sales a nice boost. Thanks again for your helpful post! – Tamara B

Sounds awesome! I had two locations at the time – trying to run specials, do the marketing, put items out at the same time became too much. You honestly have to do what works well for you and your market. My two locations were three miles apart but still were very different in terms of what sold. – Marla

How do you keep track of the employees that use the discount during the month? – Jody L

Employees write their name on a notepad. My volunteer coordinator updates a spreadsheet weekly, sorted it by last name. Most employees are pretty good about it. If there is multiple use we just put it on the list for next month and highlight it, so the clerks can let them know if they come in. It’s been so long since we’ve offered this its not a big issue. I’ve worked the register and asked employees. Before I could check the list, they’ve told me they already used it. Its the chance they take when they want to use it…its a better deal at $47.99 rather $17.99 so they must choose carefully.

Our hospital size is 358 beds but we have one floor shut down right now due to staff. Our hospital employees definitely make up the majority of our sales. We strive to make it a fun and inviting area, I have two part-time clerks but I won’t let just anyone volunteer. They need to have excellent customer service skills. If they’re fumbling at the register, customers get irritated and will not come in if they see that person. It makes a big difference who is working. – Marla

Another great way to make sure you are hitting your profit goals is by using this formula: Planned profits + Planned discounts + Planned expenses/planned sales + Planned discounts = Margin you need. This has been very useful for my shop to hit profit goals. – Mary

---

---

Do you know the secret of the ‘Impulse Zone’?

Retail expert, Becky Tyre, shares tips on deciding what to display in your checkout area, or as she eloquently calls it, the “impulse zone”.

Display high-margin items so the area has the potential to be one of the most profitable areas in your store.

Are they high margin items? Ideally, you should be pricing your impulse offerings at least 4x wholesale cost for under $20 retail items or 3x for items over $20. 


Keeping those markups in mind, impulse buys should be affordable for customers as the appeal of “an easy, inexpensive add-on” is appealing to most customers. 


Success with impulse buying occurs when customers feel they’ve discovered something fun, valuable or surprising for that spontaneous purchases.

Read more at Retail Details

---

5 simple sales training strategies

A well-trained team can turn casual browsers into loyal customers. Whether you’re working with seasoned staff or new volunteers, sales training doesn’t have to be complicated or time-consuming—it just needs to be consistent and actionable.

Here are five simple yet effective training strategies to help your employees and volunteers confidently engage customers and boost sales.

1. Keep Training Short and Focused

Long training sessions can be overwhelming and difficult to retain. Instead, schedule quick, 15- to 20-minute training huddles that focus on one key skill at a time.

Example: One session can highlight best-selling products and how to recommend them; another can focus on handling customer questions with confidence.

Make It Routine: Hold these sessions weekly or biweekly so training becomes a habit, not an afterthought.

2. Teach the Power of Suggestive Selling

Customers often need guidance in choosing the right gift. Train your team to ask open-ended questions that spark conversations and lead to meaningful recommendations.

A common pitfall? The dreaded, non-engaging, “Can I help you?” Most customers will instinctively reply, “No thanks, I’m just looking.”

Instead, encourage your team to talk up customers—not just about products, but about anything:

• The weather
• A local sports team
• A new restaurant in town
• Their Pets

Keep it casual, but make sure it’s genuine—customers can tell the difference. Think about the kind of experience you’d prefer when you’re shopping.

🎯 Tip: Instead of a generic pitch, offer a conversational insight: “That candle is made in the USA by a family-owned business. It’s one of our best sellers.”

Better ways to engage customers:

• “Who brings you in today?”
• “Are you looking for something comforting or something fun?”
• “Hi! How are you doing today?”

🎯 Tip: Train your team on responses tailored to your shop’s setting. For example, visitors may be looking for a moment of respite while navigating a stressful situation. A thoughtful, empathetic response can make all the difference:

“I’m so sorry to hear that your dad is in the ICU. If you need a quiet place to take a breath or help finding something comforting for him or yourself, please let me know—I’d be happy to assist.”

This small gesture can create a welcoming, supportive environment for customers during difficult times. By leading with a friendly conversation, your staff creates a welcoming atmosphere and guides customers toward a purchase rather than leaving them to browse aimlessly.

3. Create Quick-Reference Sales Tools

Confidence comes from knowing what to sell and how to sell it. Equip your team with simple, easy-to-access resources, such as a cheat sheet with:

• Best-selling products and their key features
• Common gift-giving scenarios and top recommendations
• Seasonal specials and limited-time offers

Keep these guides at the checkout counter or on a mobile device so employees and volunteers can reference them easily.

4. Pair New Team Members with Sales Mentors

On-the-job learning is one of the most effective ways to build confidence. Pair new employees or volunteers with experienced team members so they can:

• Observe effective customer interactions
• Practice making product recommendations
• Get real-time feedback on their approach

A strong mentorship system ensures new team members feel comfortable engaging with customers while maintaining consistency in how your shop delivers great service.

5. Reinforce and Reward Great Sales Behavior

The best training doesn’t stop after a session—it becomes part of everyday practice.

• Set simple, achievable sales goals. For example, challenge employees to recommend an add-on product to three customers per shift.
• Recognize team members who successfully engage customers and drive sales.
• Offer small incentives like a free coffee, a gift card, or a team shout-out to those who consistently apply what they’ve learned.

When training is rewarding, practical, and fun, employees and volunteers are more likely to use their skills, feel invested in your shop’s success, and provide better customer experiences.

Carrie Fleishman is the President of Purchasing Power Plus (PPP), a specialized buying group supporting healthcare gift shop retailers since 1996. With hundreds of stores in their network, PPP leverages collective purchasing power to offer substantial savings, flexible dating programs, and relief from inflated order minimums—all through a trusted network of vendor partners. Visit purchasingpowerplus.com to learn more.

---

---

Where do you buy greeting cards and OTC items?

Greeting cards from A Line and OTC from Kelli’s Gifts and Weiners. I’d like to know if there are others for OTC. A Line has great prices for greeting cards, gift bags, and more. I sell out quickly each month. – Terri L

I need a different OTC resource as well. Kelli’s seems to have the monopoly on the market. I’ve tried ordering through Amazon Business, but sometimes I get really short expiration dates. – Cheryl F

Kelli has small OTC packets; I need actual bottles like we keep at home. – Kendra B

Pictura, Cardthartic for greeting cards. – Bonnie A

Avanti. They have a rep who services the rack. Takes unsold holiday cards and gives us credit, etc. Great company. – Vesta R

Leanin Tree – Michelle C

I get Gina B from Faire – Leticia M

Leanin Tree, love their selection. – Tiffany R

Leanin Tree, they are part of Purchasing Power Plus if you are a member. – Julie V

Avanti and Legacy Publishing. Legacy has cards that start at $.99. Both brands fly off the racks. – Katy S

Greeting cards from E. Frances Paper, Rifle Paper, 1 Canoe 2, Elum. OTC mainly from Kelli’s, but some from our local grocery vendor where we buy snacks and drinks. – Laurie B

Current – Amy A

Pictura for greeting cards. – Lanie R

For greeting cards, we use a large number of different vendors to keep our stock unique and fresh, including 9th Letter Press, Abigail Jayne, Calypso, Design Design, Freshcut Paper, Graphique, and many more available on Faire! For OTC items, we used to rely heavily on Core Mark, but they consistently seem to be out of stock, so we now purchase almost exclusively through Kelli’s. – Jordan A

Greeting cards from RSVP by Sellers Publishing and Oatmeal Studios from BIELY & SHOAF, and Compendium. OTC from Kelli’s. – Dawn S

We use Weiners Inc, Costco, and Kelli’s for OTC. Tree Free for most counter cards, as they have one SKU and retail at $4.50. Then supplement with higher-priced cards from local artists on Faire. – Karla G

RSVP from Sellers and Avanti for greeting cards. OTC from Kelli’s, and sometimes our candy vendor. – Debbie C

Greeting cards from Current. The best prices for really nice cards. – Debbie B

OTC from Dollar Tree, Kelli’s, and Sam’s. You can order online with Dollar Tree by the case (usually 12 for Tylenol, shampoo, etc.) and have it shipped or pick it up to save on shipping. You can also order online and pick up at Sams Club. – Ginger T

E. Frances makes adorable cards that do well for me. I also have ordered from Apartment 2 on Faire. I just found All The Ways to Say, which looks really nice and they have matching merchandise. – Cary B

Designer Greeting – Nancy W

Leanin Tree for cards. – Ramona K

Tree Free. – Diane D

Calypso, I believe they are still PPP, with many different artists. I get a nice variety, and I ended up retailing all for $4.95. Also, Freshcut. – Laura B

Design Design and Up With Paper. Check out their tiny pop-up trinket line that comes with its own spinner and sells for $3.99 (you could go higher). People love them. – Lynn M

Avanti for greeting cards. – Nikki M

Shade Tree – Mary R

♡ Connect. Share. Grow. ♡

---

Purchasing Power Plus: Retail with Purpose

We recently touched base with President, Carrie Fleishman and Vice President, Daniel Fleishman of Purchasing Power Plus (PPP). We are excited to have them share their knowledge as guest author’s in the newsletter. PPP is tailored specifically to hospital gift shops. Here’s more about what they offer. We encourage you to check them out!

Purchasing Power Plus is an exclusive buying group supporting healthcare retailers across the United States. Since 1996, PPP has helped hospital gift shops and pharmacies thrive, stay competitive, and remain essential to the communities they serve. With hundreds of stores in their network, PPP leverages collective purchasing power to offer substantial savings, flexible dating programs, and relief from inflated order minimums—all through a trusted network of vendor partners.

Purchasing Power Plus is more than just a buying group. It’s a community-driven resource that helps hospital gift shops navigate challenges like inventory management, merchandising, and staying ahead of retail trends.

Why Join the PPP Community?

Strong Vendor Partnerships
We connect you with trusted vendors, from industry leaders to small, trendy lines—ensuring your inventory stays fresh, fluid, and filled with products your customers want. Plus, our easy-to-use website provides a centralized location where you can browse vendors, explore products, and shop direct links—saving you time and effort.

Real Savings That Add Up

• Save an average of 10% on wholesale pricing from our vendor partners.
• Enjoy extended terms and no inflated minimums, so you can order what works best for your shop—without unnecessary pressure.
• Take advantage of additional promotions, exclusive sales, and special buying incentives throughout the year.
• We negotiate extra discounts, free freight opportunities, and sample programs to give you even more ways to save.
• Even with just one to three vendors, your savings can quickly cover the cost of membership—every discount you receive goes straight to your bottom line, boosting your profitability. That’s why joining PPP is an easy decision for your shop!

Simple, Streamlined Buying

Our easy-to-use website allows you to browse vendors, explore product offerings, and stay on top of industry trends, making wholesale buying easier and more efficient.

The Magic of Connection

We know that the best ideas and inspiration often come from meaningful connections. That’s why we host exclusive events where members can meet vendors, discover new products, and connect with other retailers who share similar challenges and successes. And if you’re attending markets in Dallas, Atlanta, or Las Vegas, we have partnered with those markets, and you may be eligible for travel incentives that make it easier to explore new products and engage with the PPP team in person.

Fresh, Evolving Product Offerings

We continually add new vendors to keep your shop stocked with products that are on-trend, in demand, and suited to your customers’ needs. From well-known industry names to up-and-coming brands, PPP helps you bring in exciting new merchandise that keeps your shop thriving.

Independence Matters

Your shop is an essential part of your hospital and community. With PPP, you maintain complete buying independence, so you can choose the products that best reflect your mission and customers’ needs—keeping your shop unique and thriving.

A Family-Driven Team That Cares

PPP isn’t just a company—it’s a family-led team that truly cares about the shops we work with. We understand the challenges you face because we’ve walked alongside shop owners like you for decades. Our approach is personal, supportive, and hands-on—we’re here to listen, offer guidance, and help you find the right solutions for your shop.

Let’s Build Something Great Together

Joining PPP means more than just saving money—it means becoming part of a supportive community that understands your business and shares your goals. We make wholesale buying easier, more affordable, and more inspiring, so you can focus on what you do best.

Purchasing Power Plus knows your shop is more than just a store—it’s a place of comfort, connection, and care. Whether you run a small boutique or a larger-scale shop, PPP simplifies the wholesale buying experience so you can focus on what truly matters: serving your customers with products that they love.

Download the Retailer Program Overview to learn more.

purchasingpowerplus.com

888-221-3367

---

2024 Servant’s Heart Award Winner, Holston Valley Medical Center

Tina Gay, a mother of nine with 32 grandchildren, still finds time to volunteer at not one, but two hospitals. She volunteers Tuesdays in Holston Valley Medical Center’s surgery waiting area and Thursdays and Fridays in Indian Path Community Hospital’s gift shop.

Tina has been volunteering since 2018, and she is the only volunteer who serves at both hospitals. She always greets patients, family members, caregivers and team members with a friendly, caring attitude.

Tina eagerly jumps in and helps out wherever she’s needed. When the “hospitality cart” program began rolling out, Tina began making “blessing kits” containing toothpaste, toothbrushes, wash cloths and soap, paying for them with her own funds. The kits were given to patients and family members who are experiencing an extended hospital stay.

When the “clothes closets” were established at Indian Path and Holston Valley, Tina began collecting clothes to stock them.

After undergoing knee surgery, Tina couldn’t perform her usual volunteer work for a few weeks, but she didn’t let that stop her. During her down time, she made pediatric “activity kits,” containing coloring books, crayons, colored pencils, note pads and stickers for patients in the pediatric emergency department at Indian Path, once again funding them at her own expense.

Tina also volunteers at Bays Mountain Park and two local churches, and she sings in the choir. Tina is loved by all for her wonderful attitude and greatly admired for her selfless work and team spirit.

SOURCE: Ballad Health

---

When to use vertical vs. horizontal displays

Vertical vs horizontal product displays. Let’s take a deep dive! Vertical merchandising involves stacking products in columns from top to bottom, while horizontal merchandising arranges them in rows across a shelf.

While most display experts prefer vertical merchandising, there are pros and cons to each. Shop size, shelving and layout may also dictate which method will be most effective. Implement methodologies that work for your specific scenario.

Type	PROS	CONS
VERTICAL	High-margin/popular items receive higher visibility.	Can be challenging for customers to reach top or bottom items.
	Customers can easily scan products at eye level.	May not be ideal for small spaces with limited height.
	Allows customers to stay in one position.	Does not encourage browsing other product and categories
	Encourages eye movement from top to bottom, making products easier to find.	Might require frequent restocking to maintain organization.
	Works well for displaying products in multiple price points or varieties.	Perception that items on top and bottom shelves being less important or desirable
HORIZONTAL	Keeps products at eye level, making them more accessible.	Takes up more shelf space, limiting variety in smaller areas.
	Allows for a more visually balanced display.	Customers may overlook lower or higher sections of the shelf.
	Easier to showcase feature or best-selling products.	Can create a monotonous look if not well arranged.
	Works well for showcasing larger items.	Might not maximize shelf height efficiently.

🎯 Tip: An exception is when you need to move slow sellers. Use horizontal merchandising to position slow-moving products directly in the customers’ line of sight. It’s worth a try to clear stock before having to mark it down.

When to use vertical merchandising:

Displaying a variety of products within a category (e.g., different brands, flavors, or sizes).
Make full use of tall display fixtures
To encourage customer eye movement from top to bottom.
Organizing items by price tier—premium items at eye level and budget-friendly options above or below.
Allows a smaller shop to utilize upper wall space to showcase more products.

When to use horizontal merchandising:

To highlight featured or best-selling products at eye level for easy access.
Displaying large or bulky items that need more width.
Customer base includes people who may have difficulty reaching high or low shelves.
Creating a clean, balanced visual appearance that doesn’t feel cluttered.
Space dictates the use of wide shelving rather than tall displays.

♡ Connect. Share. Grow. ♡

---

💮 💮 💮

Discussions have moved to the
private Facebook Group

Hospital Gift Shops

300+ members
Advice, inspiration, product best sellers
Private and vetted membership
Hospital gift shop professionals only!

↓ Click to join ↓

♡ Connect. Share. Grow. ♡

---

Want to advertise? Click here.

© Cindy Jones Associates, 2022. COPYRIGHT PROTECTED. Redistribution, copying, reselling, re-renting, or republishing is STRICTLY PROHIBITED. Cindy’s Newsletter may not to be forwarded, redistributed, reproduced, reprinted, or posted online without prior permission from Cindy Jones Associates. Subscribers may share one issue with a fellow manager. Thereafter, the manager may subscribe here to receive future issues.