Squish, squeeze, sell, repeat — stuffies are a crowd favorite, and not just for the younger set.
“Plush is timeless, and in any store it brings in a sense of fun,” says Savannah Rodriguez, co-owner of Doodlet’s in Santa Fe, New Mexico.
Plush is a dynamic category to source for a kid-at-heart, and Rodriguez is willing to take a chance (at least once) to find out what sizes and themes will invite laughter, attachment and then, adoption.
As a top-selling item at Great Giftsby, a tower of cute plush creatures stands out to customers.
And with plush, there’s a spoiler alert. “When people won’t spend money on themselves, they’ll still treat the kids,” says Elena Marrero, owner of Great Giftsby in Dunedin, Florida, where a substantial children’s section of the shop is often the most frequented and generates sales no matter the season or economic tides.
Kids gravitate toward the plush even though their parents might initially shake their heads in a not-one-more way, says Marrero.
Sourcing elevated, location-relevant plush that visitors find at Lazy Days of Longville in Cass County,
Minnesota, ties visitors and locals to famous Wednesday turtle races, the ever-present loon and bears.
“We want to offer people who are here on vacation something soft and squeezable they can cuddle up to and would not necessarily find at home,” says Carrie Jorgensen, owner of the shop.
“In the summer, sales are really driven by the kids, and I can hear them make their way to the plush and find something they just love,” she says.
Arranging an abundance
“Plush vendors are always thinking of new styles, colors and sizes — it never gets old,” says Rodriguez of exploring a gamut of stuffies, though sticking to some staples. Axolotls are “an easy yes” and “mermaids are probably forever,” she says.
Still, some variety is key, she says. “This way, we can target a larger customer base,” says Rodriguez, noting that many adults are just as inclined to purchase a plush cutie for their purses as kids who are adding to a hammock of softies at home.
Customer engagement and some casual eavesdropping helps the owners determine which stuffies to stock.
A boatload of plush in a single display can feel overwhelming. This is why Doodlet’s plush displays are “lenient,” says Rodriguez, who gravitates toward storytelling presentations rather than lumping plush into a big show of squish.
“A container with 50 different stuffed animals can be easy to overlook vs. one animal sitting next to a book that will catch your eye better,” Rodriguez says.
Some plush brands have a following that sparks sales, Rodriguez adds, pointing to Jellycat.
In Marrero’s Florida shop, popular motifs include sea turtles, manatees and mermaids sourced from Emerson and Friends and Mary Meyer. Celebrating four-footed family members gives customers another reason to splurge on plush from Douglas. Great Giftsby carries a variety of dog breeds.
At Lazy Days of Longville, Jorgensen must leverage limited square footage, so she doesn’t stray too far from local animal themes. Aside from turtles and loons, plush arranged on themed tables and among children’s books includes common woodland-lake characters.
“We like to round out plush to include other local wildlife like deer, skunks, porcupines, ducks, otters,” she relates, relying on vendors like Nature Planet, Wild Republic and The Petting Zoo.
Some motifs breach the philosophy of staying local because they simply sell, namely unicorns and mermaids.
Stuffies are like storytellers at Doodlet’s with themed plush next to related souvenirs and gifts.
Meanwhile, sea turtles are a bit of a sticking point. They’re not the kind that paddle along in Minnesota lakes. “I’m on the hunt for turtle plush that is more representative of the ones you find here, and for now I’m bringing in sea turtles because that is what’s offered,” says Jorgensen.
She has entertained vendors’ interest in customizing plush turtles, but quantity minimums can be tough for a smaller shop.
Beyond stuffies to hold and love, Warmies microwaveable, wearable plush spark an instant connection.
“They’re a soothing, sensory experience and people seem to know and recognize the brand,” Jorgensen says.
Size matters
Big, small or stock them all? Providing stuffies in small-to-large options provides price point choices and a variety of purposes for plush. But many souvenir and gift retailers report success offering plush suited to hold in the palm, clip to a bag or tuck into bed.
Compact purchases are driven by preference and cost. Meanwhile, easy-to-handle plush can result in larger bag size.
“People really liked the plush keychains this past year and kids like to attach them to their backpacks,” says Jorgensen.
Most plush ties back to animals native to the area at Lazy Days of Longville, such as stuffed moose.
Rodriguez says “tiny plush that fits in your palm” moves quickly. “But we like to carry a variety of sizes because we find this allows us to target a larger customer base.”
Having a variety of sizes allows customers to buy a little something just because or splurge on a more substantial present. Rodriguez says, “While we typically gear plush toward children, we have adults who come in and are buying with someone else in mind.”
Look at that, cutie
Storytelling helps to sell plush. If a plush pairs with a book, pair those two products up in a display. “It catches the eye,” says Rodriguez.
Jorgensen also prefers a theme-based presentation strategy for plush. For example, during the annual Turtle Fest, a front-and-center display combines plush turtles of all sizes and styles with other gifts in a turtle motif such as stickers, cards and notepads.
At the same time, turtles and loons are positioned in the children’s toy area at the back of the shop. “You can find plush in both places,” says Jorgensen, noting the importance of accessibility for young shoppers. “We put plush on lower shelves or in baskets on the floor so they not only see it, but they can also grab it and hold it to make sure it’s the one they want.”
Just as plush is a fun-loving purchase and go-to gift, the category also creates nostalgia. Kids hang on to stuffed keepsakes indefinitely, and adults reminisce about a favorite plush animal they took home as a child.
Jorgensen says, “Plush is one more way people are creating memories as a family.”
