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JUNE/JULY  2 0 1 1

t a b l e  o f  c o n t e n t s

Executive Digest
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Tammy Hollingshead, store manager, Always Christmas & Inspirations Bookstore, Hiawassee, Ga. “About three years ago, burnt orange and aqua were trendy colors, and they flopped. The orange and aqua were so popular we had a tough time finding red and green,” Hollinghead said.
ven in the heat of the summer, the holiday spirit thrives in Christmas stores. Store managers and buyers use color and creative displays to bring the joy of Christmas to life for customers.

At Always Christmas & Inspirations Bookstore in Hiawassee, Ga., store Manager Tammy Hollingshead sees how important the traditions of Christmas are to her customers. The 4,000-square-foot store, which is located in the mountains, offers merchandise for both tourists and local residents.

“Many of our customers are tourists, and they tend to want Christmas merchandise that reminds them of their visit here,” Hollingshead explained. “We do a lot of rustic theme merchandise such as black bears, fishing and golfing, but the merchandise that is always popular are the items that are red, green and gold and the traditional holiday figures such as elves.”

Hollingshead has witnessed trendy colors in some Christmas merchandise, but the trendy colors never caught on in Always Christmas. More...

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