Category Killers and Christmas Shopping

Christmas past at a family-owned hardware store that changes with the times and manages to overcome the effects of overwhelming competition with a niche of its own.

December 12, 2003 Weymouth, Ma. -- I grew up in a small town during the 1950s and my dad owned the local hardware store. It was a simpler time. Just to give you an idea how simple, the merchandise we sold had the price printed on the package. I was a kid in the right place at the right time, because in addition to hardware, we sold toys, lots of toys and I was designated chief toy inspector.

Every Christmas season, the store basement became the The Toyland Cave. Wooden panels, painted to look like cave walls, were set in place. Customers browsed the latest collection of colorful toys set amid Christmas lights, decorations and music. Santa reposed in a bright red sleigh at the door, greeting everybody. Flexible Flyer sleds were a hot seller.

A few seasons later, a new store opened nearby, in a large downtown shopping area selling only toys. This was an early category killer. It reduced our sales enough that it was no longer worth the effort and investment to operate The Toyland Cave. As specialty stores spread, other traditional hardware store departments petered out. People prefer the conveniences of a small store, but they prefer a wide product selection more.

Time and the cumulative effect of years of productivity have produced a bewildering array of products. Who would have imagined a few years ago having 75 or more measuring tapes to choose from? This has occurred in most departments, so large category killer stores are necessary to hold all the merchandise. The same thing has occurred in office supplies, books and home goods. Retailing today, requires focus and specialization. Less is more and the jack of all trades retailer will be found only in the picturesque towns we pass through on vacation.

Our business after over 50 years of operation is alive and well, as a category killer. We saw a big decline when a large home improvement store moved in, so we took the most basic component of the hardware store online. Bolt Depot.com now brings nuts and bolts to people all over the country. A lady called, the day after Thanksgiving with a list of wood screws she was giving her husband for Christmas. That was great. It was like being in the toy business again. My Dad really enjoyed fasteners and even paid us kids a nickel a box for screwing the nuts on the bolts, to make it easier for the customers. He was born in 1906 and saw a lot of things in his time, He sure would have loved to be part of these exciting times and new ways of doing business.

For more information on fasteners, visit us on the web at www.boltdepot.com

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