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Herne Bay retailer Rushik Parmar explains how his customers’ passion for collecting cards and stickers has helped him collect ever-greater profits
I realised four years ago that collectables, like trading cards and sticker albums, were a little goldmine. I brought in a range of football cards, which did well, and I expanded. For me, if I was going to stock collectables I had to do it properly and I’ve now become a go-to store for them in my area. I even had a five-year-old in the other day who had directed her mother to my shop.
I now have four 1m shelves and two stands dedicated to stickers and albums. I also have a supporting website, but I’d say the majority of sales are made in store. In the summer, collectables make up 20% of my revenue so it’s not to be sniffed at.
If I order through Menzies on a sale or return basis I get a 25% margin. I can get a 30% margin direct but that’s not sale or return, so you need to know your customers and know those sales are secured. My clientele is varied. I’ve got fathers and sons who buy and girls who love the film tie-ins like Frozen. I’m sure new kids favourite Paw Patrol (Panini, starter £2.99; stickers £50p) will also be a big draw.
Rushik’s top tips
Go all out. If you know that there is a market make your store the go-to destination for collectables. Keep fully stocked. If you’re missing cards, you’re missing sales.
I have a supporting website which takes time and effort. Collectors go online to see what’s new and you must be prepared to update constantly.
Don’t hide your collectables away behind magazines or the counter. Display them prominently and talk to your customers about what’s coming up.
To read more from leading retailers about the collectables goldmine, take a look at the 19 February issue of Retail Newsagent. Subscribe today.
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