While the major retailers chase sales of the top selling lines in toy, gift and other categories, newsagents and other small independent retailers can do well by playing a niche game, serving what you could call the long tail in the categories. Sure majors serve the long tail but the size of their stores and usual lacking customer service makes serving shoppers interested in long tail products challenging.
The play money and play coins are an good example of what I am telling about here. They are vital to any toy department yet they are hard to find. I know because I tested this recently at a Target, K-Mart and even an independent store. At the two majors I was pointed to a general area whereas at the independent store they did not have the products.
But this post is not really about play money and play coins. No, it is about being thoughtful in product choices and buying to provide a point of difference for your business through serving long tail niche needs. And once you have done this, using social media and other p;at forms to let people near your business know you have the products.
If your toy department and gift department looks the same as others then people will compare price as price will be the only difference. If your range is different and you are known for serving long tail niche needs then you build loyalty. But achieving that starts with your buying and buying beyond the main selling items.
The buying I am referring to here is best done under your control and not that of a supplier. Yours is the business with the unique local opportunity.