Take the TY brand for example, if you carry a good range of TY product, brad it professionally in-store and train your staff on the traditional TY shopper and what interests them you have set yourself up to leverage existing strong interest.
Once you are setup you can then connect to the TY community through social media and through this attract TY collectors and fans to your shop.
I know newsagents doing this today for a range of well-known brands with excellent success. Such brand connected marketing through social media is free or close to free.
Footnote: brand passionate shoppers will spend on other products in your business as their trust in your business grows.