The fashion for unusual gifts, thereby increasing profits from sales of souvenirs and gifts by 20-25%. Taking into account the statistical data, you can safely open a souvenir and gift shop, the profit of which will grow every year.

In this article, we will look at the business plan for a gift store and find out how profitable this niche is now and whether the market is free.

But before relying on extras, let's look at what it takes to open such a store in more detail. So, in this review, we will together draw up a business plan for a gift and souvenir store with plans for 2018.

Competition

1. Analyze what products competitors offer, what is purchased and how often, price. The information will be taken into account in the business plan. This will allow you to purchase an assortment of gift products with high demand.
2. Pay attention to online gift stores, you can also learn a lot from them: how they conduct a dialogue with the buyer, what they offer, what time frames they deliver. Later, you can emphasize that when you come to your place, you can buy something right away, without waiting for delivery.
3. Study the local market: if an exclusive gift shop already exists in some area, then there will be no point in opening it. There will be revenue, of course, but it’s still not big enough for you to call the business successful. In addition, if a competing store already produces small sales volumes, this does not mean that they are doing something wrong. It is quite possible that this product is simply not in demand in a certain area or city.

There are always a lot of gift shops, so you definitely need to think about how your store will differ from the rest. It would be appropriate to open a business with your own “zest”. You can import products that no one else in the city has. For example, Korean jewelry self made. Even if their range is not large, there is no need to specialize in this, but it would be nice to mention the availability of such an opportunity.

Location

Very important point The key to opening a gift shop, of course, is its location. Please note in the business plan that the store should be in a high-traffic area, preferably in the city center, or in large shopping centers.

Even if your price is 10-15% higher than that of stores located in another part of the city, people will still buy from you, since more are in the field of view of potential buyers. In addition, based on the psychology of people, they will always go to the center, a crowded place, to buy good gift, and not buy it somewhere “on the outskirts”.

At the initial stage, it is not necessary to immediately open a large outlet with 5,000 types of gifts and a large square footage. Start small, for example 20 m². We will consider opening such a store in a shopping center with high traffic. The price of such premises will, of course, vary from Moscow to other regions. In the list of business plan expenses, let’s take the average cost - 15,000 rubles per month.

If the room has already been renovated, there is no need to redo it - just decorate it to your taste. Usually, gift shops use their products as decorations, which the customer can immediately buy. You don’t need a designer, you can design everything yourself - focus on the layout and design of existing competitors, personally inspect similar points in your city, look at photographs in Russia and abroad.

Equipment for work

To operate a gift and souvenir shop, you must purchase the following equipment:

1. Computer for accounting - 15,000 rubles. Using it, you can also post updates, new deliveries that come to the store, and their photos on social networks;
2. Cash register - 15,000;
3. Barcoding equipment - 7,000;
4. Various stationery and small necessities - 10,000;
5. Stands for display, cabinets, racks - from 50,000;
6. Other unaccounted expenses - 50,000.

In total, in the business plan, the cost of purchasing equipment will be about 150,000 rubles.

Of course, for any business it is necessary to draw up official papers and register with the tax service. You can open as an individual entrepreneur or an LLC. It will cost from 5,000 to 11,000 inclusive.

Store assortment

Before you open your own business, you need to understand the assortment; thoughtless purchasing of gifts and souvenirs will not give positive results. Maybe these will be goods for everyone or exclusive handmade products, which will be a little higher in price? Depends, first of all, on what competitors sell

If you are aware of trends and know what kind of purchase customers need, and there is no similar store in the area, then feel free to open, since such a business will already be successful due to its individuality, and therefore demand.

Gifts should be for any occasion and for any clients: wedding, birthday, graduation, anniversary and more. Some people like to buy original and unusual gifts for themselves, just because.

Gift products of a wide range (cards, balloons, confetti) are purchased from wholesalers, and exclusive products are purchased from online stores. When taking into account the costs of purchasing assortment in a business plan, do not give preference to the cheapest product names, being tempted by the price. Having bought a gift that immediately breaks in your hands, customers will be disappointed and will tell their friends about you. Bad reputation business has absolutely no use, it’s in as soon as possible will affect demand.

Handmade crafts are always welcome; it is wise to open a separate line of goods in the store: handmade soap, jewelry, cards, embroidery and much more. Hand-made goods can be bought directly from manufacturers at a negotiated price, and then sold in a store with a markup. You can work with several local manufacturers at once to find out whose range sells better.

For a traditional souvenir and gift store there should be a markup on products of at least 200%.

The range of goods is expected to be as follows:

The cost of purchasing the assortment is - 76,000 rubles.

Sales income - 1,520,000 rubles.

Staff

If you plan to open a small store, then you can hire employees minimal amount. Director and two salesmen (shift work).

The director should deal with tasks such as searching for goods, communicating with suppliers, concluding contracts, monitoring deliveries, hiring employees and much more.

Expenses in the business plan for monthly salaries of employees:

1. Director - 30,000 rubles.
2. Seller (2 pcs.) - 40,000 rub.

Total, monthly expenses for payment wages employees will be 70,000 rubles.

Tax deductions – 21,000 rubles.

Carefully monitor the quality of work of your employees; the success of the gift store directly depends on them. Especially from sellers, who must be as polite as possible and be able to sell well. The buyer comes not only for a gift, but also for the right mood; it is important for him to make sure that he is giving a truly useful and unusual gift.

Store advertising

As advertising, you can use any advertising methods, such as traditional ones - leaflets, banners, opening promotions, as well as online promotion. In your project business plan, you need to make a list of at least 50-100 advertising tools that you will master in the first months.

Take advantage of the most basic ones that do not require any costs - this is advertising in in social networks and among friends. Create groups, post photos of products. You don’t have to hire a professional photographer; you can borrow a good camera from your friends and take pictures yourself.

The name of the store should be memorable so that even people who don’t know about it won’t pass by. You can place a sign or banner at the end of the shopping center, which will cost 10,000.

Costs and payback

Starting investment for opening a souvenir and gift shop:

1. Renting premises - 15,000 rub.;
2. Shop equipment - 150,000 rub.
3. Product range - 76,000 rub.
4. Advertising - 10,000 rub.
5. Opening an individual entrepreneur - 10,000 rub.

Total: 261,000 rubles.

Monthly expenses in a business plan include:

1. Rent for premises - 15,000 rub.;
2. Staff salaries - 70,000 rub.;
3. Tax and social contributions - 21,000 rub.;
4. Product range - 5,000 rub.;
5. Advertising and promotion - 5,000 rub.
6. Income tax - 228,000 rub.

Total: 415,000 rubles.

According to statistics, 20% of the goods sold remain on store shelves, so the real income will be 1,216,000 rubles for 1 calendar month.

Net income: 1 216 000 – 415,000 = 801,000 rubles.

Payback:261 000 /801 000 = 0.3 months.

Risks

Souvenir and gift products are in stable demand. It is important for a novice entrepreneur to select an assortment and draw up a business plan on how to open a gift and souvenir shop.

People often buy gifts for loved ones, relatives or employees. There are a lot of occasions - from personal (birthdays, christenings, anniversaries, weddings) to public ( New Year, Easter, February 23, March 8). Some people prefer practical, necessary things, while others love beautiful trinkets and unusual things. The owner of a gift shop should focus on the latter category of consumers.

Business plan

In order to rationally manage time and financial resources, it is necessary to draw up a business plan for a souvenir shop:

1. Studying the characteristics of business.
2. Development of assortment.
3. Renting premises.
4. Business registration.
5. Purchase of equipment.
6. Selection of employees.
7. Advertising.
8. Calculation of investments and profitability.

Businessmen from resort towns have an additional advantage - every traveler is sure to take away a souvenir as a souvenir.

Business Features

Before you begin to seriously implement a project to open a souvenir and gift store, it is necessary to study the features of this type of business.

• There is high competition among gift sellers. Network markets have a large range and low prices. To stand out against this background, you need to look for special products that will attract buyers.
• Clearly expressed seasonality in tourist centers. In the south, peak activity occurs in the summer months, ski resorts- for the cold season. When there is a long holiday weekend, there is also an influx of tourists and increased demand for souvenirs.
• Trade in themed products on the eve of national holidays. You need to prepare for such dates a month in advance, purchase and display products corresponding to the event in the hall.
• Gifts and souvenirs are not perishable goods and do not require special conditions storage You do not need to obtain licenses or permits to trade.

If you take into account all the nuances, then it is quite possible to start a business in this area on your own.

You can download it here as a sample.

Range

Basically, the products of small shops can be divided into several categories:

1. Tourist oriented.
2. Handmade gifts.
3. Inexpensive souvenirs.
4. Designer things.
5. Dishes.
6. Decorations.
7. Interior items.
8. Business souvenirs.

In order not to fill the store with goods that competitors are already selling, you need to first study the market. It is not necessary to select a completely unique assortment; there should be products on sale that are in constant demand.

It is profitable to purchase consumer products in online stores at wholesale prices. They have a large selection of a wide variety of gift products. Souvenirs with local flavor are made by regional producers or folk craftsmen. You can enter into agreements with designers, artists, and representatives of various crafts for the supply of original items.

A non-standard way to get discounts from a supplier is to team up with competitors to form a wholesale purchase batch. It is advisable to purchase in such a risky way very popular gifts and souvenirs that will be sold out in any case.

On the eve of major holidays, the store needs to bring goods corresponding to the event: before the New Year there is a huge demand for Christmas tree decorations, before Easter - for religious symbols.

According to consumer protection standards, all products must have quality certificates, so documentation must be requested from suppliers in advance.

Room

In the developed plan for how to open a gift and souvenir store, the location of the store plays a key role in the success of the project. Most right choice- at the entrance to a large shopping center. People purposefully go there to shop. And the higher the traffic, the greater the revenue. Competitors and inflated rental costs can create difficulties.

Also suitable for opening a souvenir shop central District cities, surrounding local attractions, train stations, airports, busy streets. If the gifts in the store are special and rare, then you can save money by renting a space in an inexpensive area and using part of the funds for advertising. However, this scheme excludes casual visitors, whose share in crowded places is 30%.

As a very economical option, you can consider selling it from a tray or in a tent. Mobile commerce allows you to take part in city fairs and entertainment events.

It is possible to open a souvenir shop on an area from 5 to 20 sq.m. It will be necessary to renovate the room, decorate the point inside and outside, and provide bright lighting. The design attracts the attention of buyers, and it is not necessary to spend a lot of money on design. It makes sense to use commercial products for these purposes, because among the gift souvenirs there are quite a few beautiful things suitable for decoration, the main thing is to use a creative approach.

It is best to organize the space in the sales area in such a way that customers can pick up the item they like and examine it carefully. It is much more pleasant for people to make their own choices rather than through a salesperson behind the counter. And although there will certainly be losses from damaged goods, the likelihood of attracting customers outweighs the risks.

Registration

After the premises have been found, it is necessary to legalize the enterprise. It is beneficial for a small business owner to register in the form individual entrepreneur, and choose a simplified taxation system. No special permits or licenses are required to open a gift shop.

An exception is if the point is located in close proximity to a landmark. Then local authorities issue a sanction for trade in the restricted area entrepreneurial activity.

It is necessary to obtain a certificate from the fire inspection and sanitary epidemiological station that the commercial premises comply with safety standards.

Equipment

It is impossible to place hundreds of items with free access in an empty hall, so the minimum list of retail equipment includes:

1. Shelving various types- wall, open, closed, free-standing, wooden, glass.
2. Cabinets.
3. Stands.
4. Counter.

To show souvenirs and gifts to customers in an attractive way, you need to create a bright lighting system with additional lighting of individual areas in the room. To protect the store and comply with fire safety requirements, an alarm system is installed.

To maintain records and reports, you need a computer, office equipment, cash register equipment, and stationery.

You can save on equipping your shop by purchasing furniture from thrift stores or sales.

Employees

Even the smallest store needs a salesperson. If you plan to organize work seven days a week, then two sellers. At first, it is useful for a businessman to stand behind the counter on his own in order to study all the nuances of demand and trade in souvenir products. At the same time, there will be savings on the salary of one shift worker.

In addition to the duties of selling goods, there are many other things to do in the store:

• selection and updating of assortment;
• work with providers;
• employee control;
• accounting and analysis of activities.

All these functions can be performed by the shop owner, or by hiring a manager and accountant.

No special education is required to sell gifts and souvenirs. It is advisable to have experience in retail trade, be interested in history and culture native land, be able to unobtrusively attract the attention of buyers, help them make a choice.

You can start an advertising campaign for a souvenir store even before the actual opening, at the stage of purchasing goods. It is enough to take high-quality photographs of original products to start attracting buyers.

1. The most popular and effective way- through the Internet. If the budget includes funds for advertising, then it is reasonable to spend it on concluding an agreement with a marketing agency. Creating a website, promoting it to the top of leading search engines, posting information on social networks, and banner blocks gives good results. Tracking Performance different types advertising, experts draw conclusions about the advisability of using these methods. The online ordering function implemented on the website will expand the circle of potential buyers. Among them are wealthy people who do not have time to go shopping, but buying a gift via the Internet takes 5 minutes. You can arrange the delivery of goods to customers through a taxi or courier service on a contractual basis.
2. Traditional outdoor advertising pays off its best just before the opening of a store and on the eve of major holidays. Then it makes sense to invest money in purchasing space on billboards, banners, and transport. At the same time, distribution of leaflets, business cards, flyers, and advertisements on the radio and in the press are used.

During the operation of the store, it is worth periodically holding promotions, offering discounts to customers, and issuing discount cards and certificates to regular customers.

Video: business plan for a gift store.

Economic calculations

The amount of investment in a gift and souvenir store depends on the location, size of the retail space, and price category of the goods. The average numbers look like this:

Planning fixed costs store in the first year of operation:

Predicting business income is even more difficult than forecasting expenses. The trade margin on gift items does not exceed 50%. Presumably, on a weekday, 5 people make purchases in the amount of 5,000 rubles, and in the weeks before the holidays, revenue increases 3 times. Annual income is 2,200,000 rubles. In this scenario, the store will receive a net profit of 590,000 rubles. per year, which will recoup the initial investment by 88%. Business profitability is estimated at 8-10%.

If the entrepreneur managed to find his niche and consolidate his position, then in the future the profits can be invested in the development of the store, expanding the range or creating a network of souvenir shops.

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Perhaps one of the newest and most interesting possible ways business is packaging gift sets and gifts. In Europe, this type of business is successfully implementing itself. In Russia it is still less in demand, but has positive dynamics. It’s nice not only to receive the gift itself, but also to unpack it with special trepidation and anticipation.

The most attractive thing about this field is that it does not require huge start-up capital. Moreover, you can fit within minimum amount(up to 30,000 rubles). What causes this:

• no large room required;
• no staff required at the initial stage;
• consumables at wholesale prices are not expensive.

First of all, you need to find a suitable premises. Or even a corner indoors. The peak selling points will be:

• in gift shops;
• in souvenir shops;
• in shopping centers.

If the amount of free space in shopping centers allows, then you can safely create your own small stall where you will pack gifts for a reasonable fee. In small stores, you can only rent a small nook where you can place your desk and a small display case.

At the very beginning of a business, there is no need to purchase many different types of packaging. A standard and small set is enough so as not to scare off your visitors with an overly wide range.

Another big advantage of a gift wrapping business is that there is room to grow. Having developed your business a little, you can open several points, hire staff, you can sell handmade goods, sell souvenirs and gifts. It’s good if you bet on seasonal souvenirs for a specific holiday.

Finding suppliers of hand-made products is not difficult. The Internet and forums where handicraft citizens often communicate will help you here. There you can also discuss the price before planning to sell any products. In the future, you will determine whether you should engage in gift wrapping wholesale or retail.

Useful articles

Conventionally, souvenir and gift products can be divided into 3 types: tourist, gift and advertising. Advertising items or promotional items are generally not sold in stores. Such souvenirs are given, for example, to business partners, colleagues, distinguished employees, since their design contains the logo or name of a company, enterprise or organization.
When starting a business in the souvenir industry, it would be most appropriate to opt for the sale of tourist and gift souvenirs, which have something in common in their purpose, which makes it possible to sell them simultaneously. These include: magnets, keychains, lighters, mugs, T-shirts, baseball caps, wallets, jewelry, etc.

Before you start a business selling products aimed primarily at tourists, you need to become a tourist yourself for a while. When you join a tour group, try to look at a familiar city through the eyes of a visitor, find out the route and attractions that the guides talk about, and see what visitors to the city most often buy to commemorate their trip. This transformation will help with solving several problems:

• study the range of competitors and demand for products;
• decide what to trade to stand out from the crowd;
• select location.

Main risks

Be prepared for the fact that the business in the field of selling souvenirs and gifts is seasonal: the flow of tourists in our country is not year-round, and holidays do not fall on every month. Thus, the sales level increases:

• in the period from May to August, as well as the New Year and January holidays (the highest indicators of the number of city guests);
• on the eve of major calendar holidays;
• during the period sporting events on a global scale.

It is worth noting that there is a possibility of being left with unsold goods, which will bring losses. For example, New Year's souvenirs with the symbol of the year will be out of date in a year, T-shirts with the emblem of a championship that has already passed will quickly lose demand, ceramic products will crack or break, textile products will get dirty, etc. But they don’t spoil as quickly as food!

Location

A well-chosen location for opening a store is one of the factors for business prosperity. Advantageous options for locating a souvenir and gift store can be large shopping complexes, busy central streets with a constantly high number of passers-by, areas near attractions, bus and railway stations, and airports. However, it is most likely that the most popular trading spots are already occupied by other entrepreneurs or the cost of rent here may be too high for a new entrepreneur.

The optimal and profitable option for starting a business would be to open not a store, but a kiosk or a portable tent, which will significantly reduce the cost of its maintenance, but in a place where visiting is included in many excursions. There are hardly any tourists who will go to the outskirts of the city in search of original souvenirs.

Also, you should not be located in underground passages. In this case, it is appropriate to talk about the unprofitability of the location.

Personnel

And the Swede, and the reaper, and the player on the pipe - if this saying is about you, then you don’t have to think about the workers. Go to China on your own, buy various souvenirs and gifts at a very reasonable price, buy T-shirts, then use photo printing or thermal stickers to apply a design on them, purchase or make your own products with photographs of the city, and put your assortment on display every day, while maintaining friendliness and cordiality in communication with customers. However, it is still better to distribute the responsibilities of the director, seller, manufacturer, and supplier.

Suppliers play an important role in the souvenir and gift business. It will take time to find them. It is better to start with small batches, which at the initial stage will allow you to focus not on quantity, but on the range of goods. A good option will be establishing contacts with craft schools. Folk craftsmen are able to produce high-quality original amulets, toys, clothes, bags, compositions from natural materials with landscapes of the area, which are in great demand.

Documents and licenses

In order to start trading in souvenirs and gifts, you do not need a special license. The goods are not subject to mandatory certification and the seller can be accepted without issuing a health certificate, which significantly reduces the time for the immediate start of activity. However, to obtain permission to trade near city attractions, you must contact the administration.

Marketing

It is necessary to competently treat the range of products offered, be able to anticipate and anticipate customer requests, as well as the quality of service. Your store should be prepared for periods when the purchase of souvenirs and gift products is global (pre-holidays). A sufficient quantity of goods during this period makes it possible to make bulk purchases, which frees the buyer from visiting other stores. During this time, you can invite an additional seller so that there are no queues and so that every store visitor can quickly make a purchase.
It would not be superfluous to install an air conditioner or fan at the point of sale in order to create comfortable conditions for customers to leisurely examine the entire range of products offered, even in hot weather.

In order to make your business profitable, you should not miss opportunities when you can offer your products to the public. Participation in various craft fairs, exhibitions, and city events provides an opportunity to put up some of the goods for sale. Original design point of sale, variety and originality of souvenirs, a friendly attitude towards each customer, perhaps holding promotions (3 magnets for the price of 2) will attract the attention of visitors.

Summary

The souvenir business is quite profitable. Despite the fact that souvenirs and gifts are not essential items, the demand for them among the population is quite high. Any holiday or an important event accompanied by the presentation of a gift. A cute trinket can evoke positive emotions in its owner; a product depicting a memorable place will become part of the impression and an original piece of furniture.
Thus, it is the quality, variety and exclusivity of the assortment that will attract new customers. Make sure in advance that souvenirs brought from Asian countries do not contain the “made in China” inscription.