Being in the Buy Mood

Today I'm out of the office all day. Over at my CEO Fellows group, with Bruce Peters, the gang, and leadership guru Lee Thayer, who practices his curmudgeon skills on me, the better to be prepared for the group.

I write about this occasionally. Like here, and here. It's part of leadership training - although training isn't a right word. Peer learning is what Bruce calls it. I've found it tremendously helpful in learning how to handle unexpected situations. And, how to maintain perspective. Best of all, though, are the friendships I've made. With other business professionals. With their help - part of the peer learning - I can manage and grow this business. I recommend this to everyone. Even you.

Meanwhile, as we wind down the holiday season, who out there is still wondering what's up with sales? Let's look at some interesting news items.

First, Barbie is back. You may not be aware that she ever left. Maybe she didn't. But, she certainly went out of favor for awhile. Mattel reports that, "sales to far this year have been up for the first time in several years." Barbie, they say, is the top toy for this year. For girls, folks. Don't get all cross-eyed on me. The story talks Barbie re-invention. But, it's really just a girl thing. We all love Barbie. Is that part of our culture, or - our psyche??? Hmmm...

Over at Whole Foods, the natural supermarket chain, you can now pause for some pampering. They're opening a spa. "Refresh--The Everyday Spa at Whole Foods Market opened last week in a store in Dallas, where the company is headquartered. The prototype is serving as a test bed for consumer acceptance of spas within grocery stores, before any rollout." This in response, I guess, to competition from the likes of Wal-Mart (no link - I am not a Walmartian) and other chains infringing on Whole Foods' focus on nature and organic offerings. Good news? I'm not sure. When I shop, I have little time to stop and get a facial or indulge in a massage. Sounds good...but...

Surprisingly, this story says Estee Lauder's sales are off this year. I mention it for one reason - they're explanation is that, ""There's a negative channel shift in beauty away from department stores and into specialty retailing," according to Morgan Stanley analyst Bill Pecoriello. The story says department stores are experiencing decent growth in fragrances, which is the focus of this report and that women are cutting back on fragrances because of high gas prices.

I beg to disagree. While I can't dispute their numbers - they did the study, not I - the fact that we ladies are purchasing less fragrances these days than in years past has more to do with the fact that 1) we have more options - online, 2) we keep our favorites longer, and 3) we don't go 'out' as much, maybe due to higher gas prices, hence, don't use color cosmetics or fragrances as much. Just MHO.

While Estee Lauder may be experiencing poor sales, the online market is experiencing record sales, over all. Confidence in the economy is up, and sales are exceeding predictions. This story in my local paper revealed, "Online sales from Nov. 1 through Dec. 8 increased to $15.6 billion." Numbers are from comScore.

All this means is that YOU have the advantage, if you're marketing to women online. YOU have the opportunity to market and sell to us - more than anyone else, more than at any time in history. IF you're online.

Appeal to our nostalgia (Barbie), grab us with personalization (how we look and feel, ala Estee Lauder), and recognize that the market it still growing (so says comScore), with and increase of online shoppers, 17% over last year. We're in the buy mood.