Indie Sarah Laker explains importance of taking time out to plan – and is all set for PG Live
With PG Live only a couple of weeks away, and the London Stationery Show just finished, the merits of visiting trade shows are an important subject for retailers and buyers – but something Sarah Laker thinks is an investment in her business.
Running her two Stationery Supplies stores, in Marple and Wilmslow, indie retailer Sarah has to justify all time away from the counter as it costs her both in staff cover and travel and accommodation expenses.
Greeting cards are an important extension to her range of stationery and gifts but, rather than sit back waiting for reps and agents to bring what they think she wants to see, she goes looking for new and different products.
“For me the benefits definitely outweigh the cost involved,” Sarah told PG Buzz. “A supplier said to me years ago, and it’s always stuck in my mind ‘I really appreciate it when a small business owner takes the time and effort to visit my stand at a trade fair. I know how much it has cost them to attend and the effort they’ve made, and these are the people that I want to do business with as they are open to new ideas and progressing their business’.
“I feel going to trade fairs is an investment in my business, just like attending a training day, or placing an advert or upgrading fixtures. It’s also a time for a bit of headspace when I can really think about future plans, product ranges and marketing when I’m not being bombarded with the day-to-day running of the shops.
“I understand that to take time out of your shop there’s a cost involved – paying staff, travel, food etc and I understand the work and organisation involved in being able to leave your business for a few days.
“I’m just back from the London Stationery Show – I’ve placed an order with both shops with Kaweco From Studio Pens, I’ve been wanting to stock these pens since just before the pandemic hit. Doing it at the show gave me time to really look at their products, discuss what would suit my shops best and plan the order carefully. If I tried to do this when back in the shop with multiple interruptions and distractions it would’ve been far harder to do.
“I also caught up with existing suppliers, spent time with industry friends and found several potential new stockists. I planned several exciting collaborations with both existing and new suppliers, again being at the show gave me time to do this. I also attended a couple of workshops, learning more about products I stock which will help me to sell them better.
“And there’s the buzz of a trade fair – the feeling of being part of an industry, of connecting with like-minded people and the thrill of finding new products or seeing the latest trends. I always come back into my business refreshed with a head bursting with new ideas and plans.
“I’m excited to be heading back down to London in two weeks’ time to buy greetings cards at PG Live. Last year was my first visit to it and I honestly can’t believe what I’ve been missing out on, the vibe was amazing, it’s such a joyful, friendly, innovative, colourful show.
“I was so impressed with it last year that as soon as this year’s dates were announced I booked my hotel!”
To enjoy PG Live for yourself, all you need to do is register here and you will receive a free Show Preview to give you a taster of just some of the ranges that will be on offer, meaning that you’ll be on your way to discovering your new best sellers as well as catching up with all your industry friends!
And don’t forget… the lunch, refreshments, and opening night party are all laid on for you.
Top: Fun of the fair – London Stationery Show 2022
