Fishing gear buyers unreel shopping list

Discount Store News, August 6, 1984

Nationwide DSN Report

With fishing tackle sales increases of 15% to 20% anticipated by discounters this year, buyers headed to the American Fishing Tackle Manufacturers Association (AFTMA) show in Atlanta with long shopping lists.

Among the things they were looking to do: add more name brands in rods and reels; beef up their terminal tackle selection; move into sophisticated accessories like depth finders, and add boating accessories including personal flotation devices (PFD).

Although the show predominantly featured fishing gear, several major camping manufacturers planned to attend, and buyers said they would look to get an early jump on next year's programs.

But, the focus was squarely on fishing, with a strong interest in better-priced combo sets.

"This show is unlike many others [in that] there is very little previewing of new product. Unless you're K mart or Oshman's, you usually see the new lines for the first time. Major manufacturers like to hold back their sleepers," said Rex Workman, buyer for Heck's.

Workman will be adding three or four higher-end combo selections with price points moving up to the $50 level to his eight sku's of strictly promotional combo packages.

Heck's is currently undergoing a major overhaul of its entire department and some of the new changes include: terminal tackle now being handled exclusively by distributors; fishing wall displays moved to 24-ft. gondola runs, and low-end promotional blisterpack rods now placed at checkout areas.

At ALCO, higher price points in combo sets will also receive the chain's immediate attention. Buyer Dave Huscher said he would be adding Zebco's new series, Quantum.

"Zebco is attempting to divorce this line from its low-end image," he said. Price points for the new series are expected to be about $50 for spinning reels and $60 for casting reels.

Currently, ALCO's combo sets range from $9.97 to about $40, stocking major manufacturers Zebco, Daiwa and Garcia.

Although combos are among the best-sellers at K mart, the discount giant is seeking a broader approach to fishing equipment.

"We try to strik an appropriate balance in the department. We've defined certain segments of the market--youthful beginners to avid fisherman--and try to appeal to all of them," said senior buyer Wayne Sales.

Contents of the Mix

Sales will be concentrating on some of the more technological advances in fishing gear. He said the chain will add several new drag systems as well as depth finders and fish locators by Hummingbird.

Electronic reels by Daiwa and other major manufacturers, retailing at about $149, will also be added although the low end, particularly Zebco's 202 tagged at $9.97, is still expected to be among the chain's best-sellers.

Pamida is also expanding its horizons past general fishing gear. The chain will be concentrating on boating accessories and marine-related products for the upcoming spring season, a move generally shied away from by most discounters because of space requirements.

The chain is currently testing inflatable bumpers, fog horns, boat trailer tires, marine batteries and lights, and buyer Leonard Wright said he would also be adding one canoe selection and several inflatable rafts.

In contrast, Richway has cut back its fishing tackle area by 30% and has totally abandoned stocking canoes, rafts, motors or any marine-related equipment.

The chain has given over the vacant tackle footage to additional exercise equipment. Buyer Larry Green cited the seasonal nature of the business as a primary reason for the cut-back.

"There's a drastic decline in sales, beginning in the fall, that lasts up until Christmas. We have couple of thousand sku's of tackle that just sit in that time," said Green.

Green split his attention between fishing and camping manufacturers at the show. He said his camping program, because of longer lead times needed for imports, will be set before the upcoming SGMA show, where many buyers will be placing their camping orders.

At Bi-Mart, buyer Bob Evans will still be concentrating on improving the terminal tackle area and changing into new float coats (PFD).

Bi-Mart has moved its terminal tackle area to two walls around the perimeter of the department. Evans changes the mix of lures and other tackle about every two months, "more to catch fisherman, not fish, he said.

The chain has also moved from Americas' Cup life preservers to Stearns personal flotation devices (PFD), designed to turn most unconscious people in the water from a face-down position to a vertical, slightly backward position. Price points range from $12 to $43 and most of the action falls in the lower-end and $16 units.