Sales of tea towels and related products have been excellent these last six months. Early data indicate the success is continuing, for plenty of stores.
Often, 2 and 3 are purchased in a transaction and half purchases are males for themselves, because they like the designs. Some even said they would put the tea towel in a frame for their man cave.
For what it’s worth, my take on the success is that it is due to:
- Unexpected. We are not a destination tea towel / apron / oven mitt shop so when they see them it is a surprise, they are noticed.
- Design. The designs are fresh, fun and local.
- Postable. Postable gifts have been very popular.
- Telling a story. Within some ranges, like the one featured here, there are multiple products that work well together, enabling a shopper to tell a story, completing a gift to a target value.
- Price does not matter. You know you have a winning product when shoppers are not curious about the price.
FYI the photo is from my own high street store, from a couple of days ago.