Furniture Retail Tip #16 From Grandpa Mike-e-e! at 90 - "The Grandchildren Are Coming!"

Michael Greene (Grandpa Mike-e-e at 90)

When my Bubbila and I used to slip away to Florida during the winter months there were subjects I had to be certain I was up-to-date on. Why? Because if I wasn't, I wouldn't be capable of putting my Northern "two cents" into the discussions held with regular January-March exodus-ers from the North.

One such issue was the "Early Bird Special". Nope! This had nothing to do with birds. It had to do with discounted rates for "eating out" Seniors who like to get deals on evening meals in the local eateries. The issue? Simple. What was the "Early Bird Special" go-time as designated by the local restaurant managers?

To begin with, the original "go time" was four-thirty in the afternoon until one brave manager chose to move up his "Special" to four o'clock and, therewith, catch his competition with folded napkins. Result? The evening special "go time" competitive race started to move the crowds slowly but surely upwards to normal lunch hour!

Another discussion issue was the "assisted living-quarters" question. Assisted living? Yes. Senior communities with such quality amenities as housekeeping, dining services, daily activities and club groups, security, transportation and nearby shopping. A-n-d even a beauty salon and an ice cream parlor.

Today's "graying population" is the darling of town managers generally, because they have higher incomes, have no use for new schools, and don't add too much to traffic congestion.

So what's all this have to do with our home furnishings? A lot. This consumer demographic should be the "darling" of Furniture Stores as well. That's because most of the "Graying Population" hasn't done a major revision of its living quarters in any recent decade -- And the prospect of doing it at a relatively advanced age can be nerve-racking. 

Furniture stores need their business, but to get it we need to offer seniors educated help in crossing this major bridge in their graying lives. Thinking merchants recognize such pressure and can offer that helping hand to help them decorate new spaces and make them fabulous!

Is this a new phenomenon? No way. But it's a rare challenge for us as an industry. This graying population isn't just flowering on the home scene. They've lived it, dreamed it and know what it should taste like. But they also can use a bunch of TLC.

Wise merchants recognize the score and can treat it, accordingly. Think ideas like: "Once a Bride Always a Bride." Think ideas like: "Bridal Seminars for Grandmothers."  Think ideas like: "The Grandchildren Are Coming."   Think furniture compactness, mobility, function and charm. Think music and wall beauty.

You know, the more I write about this business scene, the more I realize that we as an industry need more help than those graying consumers out there. And I'm not talking about dollar volume. I'm talking about people, people. A refreshing, shot-in-the-arm, valuable fresh and fun marketing ideas, without the usual hype.