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August/September  2 0 1 3

c o m m e n t a r y

A Grand Slam for Merchandise

Souvenirs, Gifts & Novelties (SGN) magazine President and Executive Editor Scott Borowsky with Michael Veloric, CEO of Veloric Assets, photographed at the 2013 U.S. Open. Also shown are golf legends Arnold Palmer and Tiger Woods. The 113th edition of the event was held for the first time since 1981 at the Merion Golf Club in Ardmore, Pa., a stone's throw from the SGN home office.

The 113th edition of the U.S. Open was played June 13-16, with some weather delays, within two miles of the Souvenirs, Gifts & Novelties’ home office in Ardmore, Pa. The event at The Merion Golf Club provided an ideal setting to sell official souvenir gifts, apparel, plush, caps, golf accessories and much more at large temporary retail locations, which were really mini-department stores, on the course. The club is a smaller venue, so there was lower attendance, but reports were that gift and souvenir sales nevertheless experienced big increases and that much of the merchandise was sold out. This demand for souvenirs, which is from the French for “a remembrance” or “memory,” illustrates how meaningful gifts can be to shoppers who want a keepsake of a special event or vacation.

Souvenirs, Gifts & Novelties is also recalling its beginnings and celebrating its accomplishments with this 324-page edition. It is the largest August/September issue in the 51-year history of the magazine and includes an expanded and improved 2013-2014 Annual Buyer’s Reference Guide. Buyers can turn to this listing of all of the top vendors in the industry all year when seeking out new merchandise. When used in conjunction with SGN ads and stories, the guide is a tremendously valuable resource.

Traveling to trade shows is a time-honored practice that allows store buyers, owners and managers the opportunity to meet new companies and reconnect with established vendors. This issue includes special sections from three of the top resort shows in the industry that will give readers a sneak peek at the exhibitors and activities that will make the trip to these shows well worth the expense and effort.

Also in this issue we report on: selling souvenirs at agricultural attractions and caves and caverns; doing well with apparel at Minor League Baseball, hospital, resort and seaside stores; selling general merchandise at college stores; stocking candy and snacks at country stores; promoting pirate and New Year’s merchandise at party stores; selling more plush and toys at museum and independent toy stores; selecting quality men’s gifts and more.

Each issue SGN also brings readers a special section devoted to the zoo and aquarium gift and souvenir buying professional. In this issue we offer special store operations features, including stories on best lighting practices and tips to train employees to make and maintain displays.

We hope that you enjoy the issue. Please email me at with your comments, questions and suggestions.

Scott C. Borowsky
President and Executive Editor

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