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PERHAPS IT is vanity that drives people to accessorize with personal- ized items and advertise to the world, “This is me.” However, to kids, who take pleasure in a toy, pen or key chain displaying their names, it’s not about advertising to the world, but rather feeling recognized as part of it. Whatever the reason, personal- ized impulse items are a product favorite among a variety of retail- ers, including dollar, souvenir, gift and drug stores. And as a leader in personalized novelty and souvenir products, The Name People have successfully implemented many low cost impulse priced programs across the U.S. and Canada, for more than 35 years. “We provide the largest variety of name programs to capture
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larger volume sales per ring at the register,” says Joe Pirruccello, gen- eral manager. “Wholesaling around $0.55 to $1 and retailing for more than keystone at $1.99 has made our business and products recession proof, generating multiple sales and allowing for an average fi ve to eight rings at the register at one time.” Among The Name People’s per-
sonalized product lines are long time favorites including: pens, lanyard key chains, and novelty magnets. The company’s newest offers are also creating a sensation at the cash register, proving that personalized name products are the number one impulse purchase in the retail in- dustry. Holiday ornaments, now in their second year, are offered with a display of 880 pieces, which in- cludes fi ve each of the best selling names and general sayings, and three each of less frequent names. Each ornament is calculated at a wholesale price of $1.10. “The dis- play also includes blanks to fi ll in names that are not available. This is easily done with any fi ne-tipped permanent marker,” notes Pirruc- cello. Adding to the ornament’s salability is its glass-like appearance and shatter-proof promise. Made of foam, each ornament is wrapped in
continued on page 41 INDEPENDENTRETAILER
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