Stores Corner

During a recession, the thrift industry seems to thrive. Although shoppers tend to cut back on spending for non-essential purchases, sales for thrift shops like ours tend to boom. This is a great opportunity for our stores.

The Offer Up Recommerce Report 2022 suggests that the secondhand shopping economy will grow 80% in the next 5 years. Will our stores be ready for this potential growth?

Since consumers tend to hang on to their possessions much longer during a recession, this could pose a dilemma for some thrift stores. If fewer donations are received, yet the demand for our merchandise is growing, how might we plan for this? We need to be creative and use some forward thinking to get ahead of this.

As we know, our donation locations must be convenient for our donors. We might explore targeting specific donation drives where we bring donation receptacles to our donors, i.e. organize community events such as “Fill the Truck” at churches, targeted neighborhoods, or civic organizations.

We can increase social media efforts to target specific age groups, donation sites or specific merchandise needs. Promote special donation locations in church bulletins, on social media, Homeowner Association newsletters, and the like.

We might consider offering a store coupon to donors as an incentive for them to come in and shop at our store. If they don’t use the coupon, perhaps the donor might share the coupon with another prospective customer.

If you don’t already do so, maybe explore purchasing new product and selling the purchased merchandise at a markup. This might bridge the gap, as needed, to fill the stores when donations are low and provide cost-effective merchandise for our customers.

The SVdP National Stores website has a listing of National Partners that could be a resource in this area. For a list of National Partners, visit: https://www.svdpusa-thriftstore.org and select SVdP National Partners under the Resources tab. These vendors have shoes, clothing, bedding, and much more.

As always, if you have questions or would like to reach out to a National Store Committee Member, their names and region can be found here.

If you have a topic that you would like addressed in a future Stores Corner article, please e-mail our Jeff Beamguard, Director of Stores Support at jbeamguard@svdpusa.org.

Written by: Brooke Trick — Senior Director of Retail Operations
District Council of Madison

Businesses are always looking for effective and unique ways to inform large audiences of their brand and services. What better way to expand your reach then with a rolling billboard? Truck advertising (wraps or vinyl decals) is one of the most successful and cost-effective methods of advertising when compared to other typical marketing; it’s endless exposure for a fraction of the cost of traditional advertising. Truck ads boost brand recognition two times higher than mobile ads and have a higher recall rate than other roadside signs.

Truck advertising offers flexibility unmatched with stationary billboards. Trucks drive diverse pick-up routes often during heavy commute times and frequent popular areas in town. On trucks, whether owned or leased, your brand and the exact message(s) you want to tell are visible to everyone without having to buy the audience. Customers and donors will remember your brand when shopping and will be familiar with your mission after they see your ad in a variety of locations.

Truck advertising is different than traditional advertising because it isn’t restricted by placement, timing and rates. While people can switch off television commercials or use ad blockers online it’s difficult to ignore a colorful and creative ad while driving down the road or stuck in traffic. Most importantly, truck advertising is not invasive or repetitive.

When considering truck advertising, remember these key factors:

• Be creative! Creative displays attract attention; consider font, color scheme and layout when designing your ad. If you have a fleet, contemplate keeping the format the same but use different pictures to identify shopping and services.
• Words. As much as you want to inform the public of all the wonderful things you do, use short sentences or phrases that can be read in a few seconds. Experts say catchy or memorable phrases are often the most effective. Some of ours include “Shop with your heart,” or “help your budget, help your planet,
  help your neighbor in need.”
• If you’re thinking of changing or adding these types of ads to your fleet, consider hiring a local advertising company. They will know current design trends and will incorporate your brand guide into a memorable design. If you have your own design team, they can work together as well.

For more information and resources regarding branding, templates, and logos, click here.