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Every Friday, I post a small insight into running Curio City and/or Blue Hills Editorial Services. My most recent posts are directly below. You can also start with the first post, or use the subject labels to the right to home in on particular topics. Feel free to comment on anything that interests you.
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Friday, May 04, 2007

Unhappy Mother's Day

After coming out of the chute strong, Mother’s Day flopped. April was the first month that I didn’t beat last year’s benchmark. The first week of May should be among the busiest of the non-Christmas year. It wasn’t. I’m spending $15-20 per day on PPC ads to buy 140-180 visitors per day (vs. 60-80 visitors at my normal ad spend). But they must be looking for traditional “mom” stuff, because they aren’t buying very much at all. A newsletter announcing the new Earthsong jewelry line didn’t give me the boost that I was hoping for.

Let’s focus on the positive. Due to lucky timing of some expenses, April was paradoxically one of the first months to show a profit. Sales are still comfortably ahead of last year, although that lead is gradually eroding. The balance sheet is only slightly in the red – which is fine; retailers don’t expect to see black ink until November at the earliest. And Mother’s Day isn’t quite over; maybe these last few days will deliver an unexpected rally.

Maybe Father’s Day can turn things around. My merchandise is stronger for men than for women – I’ve always been weak on girlie stuff. Whose dad wouldn’t want a talking barbecue thermometer? Father’s Day is the last big sales opportunity on the calendar until back-to-school begins the countdown to Christmas. It was a big event for Curio City last year. I hope it comes through again this year.

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