Hanukkah displays growing

0 Comments | Gazette, The (Colorado Springs), Dec 15, 2005 | by JIM BAINBRIDGE THE GAZETTE

National chain stores like Party City are finding a way to significantly increase their slice of holiday revenue this year -- and it's entirely kosher.

Most of Party City's 500 stores, including the one in Colorado Springs, have increased their inventory and their market share leading up to Hanukkah, the Jewish Festival of Lights, which this year begins on the evening of Dec. 25.

As recently as a year ago many Party City stores had Hanukkah displays that were just 4 feet long -- easy to miss -- but this year the chain set options for 12-, 24- and 28- foot displays in response to public feedback.

"What we did differently this year was look at market demographics," said April White, an assistant buyer for Party City, "responding to stores where there seemed to be a real interest in having more Hanukkah items available.

"All of this was in response to... customers and store managers over the past three years, a very clear message there was interest out there."

To give this effort its best chance to succeed, Party City redesigned its tableware, expanded its Hanukkahcard offerings and widened its selection of holiday gift bags, wrapping paper, decorations, dreidels and other toys.

Steve Mannion, who manages the Party City at 1730 E. Woodmen Road, says his store went to the 24-foot display this year, and the local Jewish community "has been very excited seeing what we have available."

Sales have been so brisk that the 24-foot display has already been depleted enough that it's down to 12 feet, plus the display on the end of the aisle.

Party City had anticipated a 9 percent bump from its increased commitment to its Jewish customers, but company officials now say they have actually enjoyed a 20 percent increase in the sale of Hanukkah items.

Party America and Bed, Bath and Beyond have also increased their Hanukkah presence this year, and the King Soopers on Uintah Street has augmented its kosher food offerings.

Gift fairs such as the one held at Temple Beit Torah earlier this month are drawing more -- and more diverse -- vendors. Only three of the dozen or so booths were manned by temple congregants.

While considered a minor Jewish holiday compared to Yom Kippur, Rosh Hashana and Passover, Hanukkah has gradually grown in stature and scale over the past century in part because of its nearness to Christmas.

Paper decorations and greeting cards for the holiday emerged in the late 1950s and simple electric menorahs began showing up in retail stores during the '80s.

With Hanukkah beginning on Christmas Night for the first time since 1959, greeting card companies had expected the convergence to help boost sales. The Mixed Blessing card company of Raleigh, N.C., says it is seeing a 20 percent increase from a year ago.

It is estimated that the country's nearly 6 million Jews will purchase 9 million Hanukkah cards and more than 36 million Hanukkah stamps to mail their cards, letters and bills.

CONTACT THE WRITER: 636-0126 or jim.bainbridge@gazette.com