Beyond the Holly: Year Round Sales with A Quilted Christmas
Hi, I’m Deb Grogan, owner of The Quilt Factory, author of A Quilted Christmas. You might know me for my holiday-themed quilt patterns full of snowmen, snowflakes, and all the cozy magic of the season. But today, I’m here to show you how the patterns in my book A Quilted Christmas can keep working for you and your customers long after the holiday lights come down.
For most quilt shops, Christmas projects are big sellers but by January, they’re packed away until next holiday sewing season or simply placed on sale. What if those same books/patterns could bring in steady sales all year? That’s exactly what we’re going to explore.
I’ve compiled a list of several plans of action that can help make my book a must have and help you create year round sales. We will look at those but first, let’s talk about the book, A Quilted Christmas.
When I designed the projects for A Quilted Christmas, I did so with fabric from basics collections so that shops can always have a fabric line that will work and be available to re-order once any kits you create sell out. And of course we hope to keep you re-ordering the book as well! But I also wanted to create projects that, with a little imagination, could be transformed into other holidays or even everyday items. We will explore some of those ideas, but first, let me tell you about A Quilted Christmas
The book begins with fun ornaments, the Merry banner and wall hanging to greet friends and family. Then it moves to the kitchen to set the table for holiday feasts, followed by a quilt to snuggle with by the fire. We end with a cozy bed runner and fun pillows for sweet dreams. We hope there is something for everyone!
So let’s look at those sales strategies now.
Most important tip: MAKE SAMPLES! Enlist the help of customers if your shop is busy and it is so helpful to newer quilters or quilters who have a hard time choosing fabrics.
Probably the easiest transformation, swap the fabric palette. Swap reds/greens for various colors and replace Christmas icons with updated ones. Customers can look into their own stash of appliqué patterns for new shapes to use or if you are the creative type, why not draw your own? You can then print and offer them free with a kit purchase, or sell them for a few dollars. Tip: Display the same project in two color-ways holiday and everyday, it reminds customers they have options.
Seasonal re-branding is easy, rename projects you create to match the season. Our “Peppermints and Holly” table runner can be “Daisies and Butterflies” by simply switching the title and fabrics along with the appliqué icons and you’ve got a brand-new kit to sell. The base of the pattern is the same and you can even use the vine just place daisies, leaves and butterflies along its path in place of the peppermints and holly leaves. Pumpkins, apples, fall leaves, it all works!
Smaller projects from A Quilted Christmas make perfect year-round gifts. Market them as gifts, birthday presents, or wedding/baby shower décor. The ornaments could be teacher gifts, stocking stuffer or serve as gift tags. A small pocket could be added the back for a gift card, money, or even a sweet treat! Christmas ornaments are the perfect gift to newlyweds just starting out. (cont.)
(cont.) Imagine the Merry Banner with BABY! spelled out at a shower, replace the mistletoe with baby ducks and bunnies. And you don’t need to limit it to just 5 banner flags, you can add more and spell out anything you like.
Offer a 12 month “Book Club” class series. Each month you re-imagine one holiday pattern in fresh seasonal fabrics. Customers love the variety, and it keeps them coming back, classes generate a steady income along with regular fabric sales. This can be as many months as you like, perhaps 6 months of the actual projects in A Quilted Christmas and 6 months of alternate projects. Offer individual classes and a package deal with a slight discount for all 12.
Have an in store Cricut maker? a Brother Scan n Cut? Or any die cutting machines that cut fabric? Don’t limit the fun to Christmas! Use your machines to create shapes for other occasions: Valentine’s: hearts and flowers
4th of July: stars
Autumn: leaves and pumpkins
Spring: tulips and bees
There are so many more ways you can create new projects or guide your customers, the only limitations are your imagination...…I dare you to try and run out of ideas!
Make sure to keep your ‘Christmas-but-not’ samples visible all year in a small display. A dedicated area for “What’s New” is great or near the register if you have space. Customers who see them while checking out are reminded the patterns in A Quilted Christmas work in any season.
So, to recap — fresh fabrics, seasonal renaming, gift-ready projects, monthly workshops/classes, cross-holiday promotions, and strategic displays all help keep your holiday books and patterns selling long after the holiday sewing season.
Thanks for joining me, I hope these ideas inspire you to see A Quilted Christmas as a yearround resource for your customers, and a steady income stream for your shop. Let’s make every month feel like the most wonderful time of the year! Now, go make something beautiful!