prime real estate in the mall. Nine- Tails is located just above the food court, near the Bijou Theater that plays foreign, independent movies. Surface says that customers attracted to the theater’s offerings are also ones who like his store’s gifts. Products include backpacks, plush animals, lanyards, anime folders and notebooks, T-shirts featuring anime images and more. “We pre-order our new Sanrio [items] three to four months out, and bring in new products three to four times a month.” In addition, Nine-Tails also stocks a large variety of Japanese pop culture-style items made by local artists, which Surface says is very popular with shoppers wishing to support local artists and the local economy. “We won’t carry Angry Birds or other trend items,” that can be found in so many other outlets. “Instead, we look for really unique items.


We’re always looking for new vendors.” Surface says that a downtown location might have


attracted more tourists but that “locals don’t shop there, because parking is really diffi cult downtown.” The lower rent also helps. Surface estimates that he pays 1/3 to 1/4 less in rent than he would in a downtown location. Surface says the store does marketing of its own and appreciates the marketing campaigns done by the mall as well. These include concerts by mariachi bands, holiday events, contests and other special events promoted by the mall. “But you can’t rely on your location to do the marketing for you. Our marketing is 90% us, and 10% the mall,” he says.


All in all it appears that gift retailers in malls might pay a little more in rent sometimes but that is more than amply compensated by foot traffi c and improved marketing abilities.


Sharon Naylor is the author of 35 wedding and family


celebrations books, a columnist at iVillage, Bridal Guide and Southern Bride, and a contributor to many industry and trade magazines. She has appeared as a bridal, gift and technology expert on many television programs. For more information, please visit sharonnaylor.net.


Article Resources Carolyn Evans Stock The Shop stocktheshop.com


Suzanne Greene Cape Kaleidoscopes Mashpee, MA


capekaleidoscopes.com


Cindy Huf Good Scents Cape May, NJ sensia.com


Justin Surface Nine-Tails San Antonio, Texas nine-tails.com


Are you located in a mall? What have your experiences been like? How do you think your operations would be different if you were located on Main Street in your town? Share your thoughts on our Facebook page: Facebook.com/GiftShopMagazine


GiftShopMag.com Winter 2013 n GIFT SHOP 127


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