Credit: Paul Shoul

Don Muller Gallery

Don Muller, owner
Northampton, Mass.

How do this year’s sales compare to recent years’? Are you seeing a consistent decline or a slow improvement?

Sales in 2007 were up from 2006.  Sales started declining the second quarter of  2008 for the first time in the 35 years I’ve been in business. Sales in 2008 ended up being down by about 20%. I’ve been seeing a slight increase in sales starting in June of this year, and I’m looking forward to a decent holiday season.

Are you projecting more positive numbers for 2010? What are you doing now to keep customers shopping?

I have a good feeling about 2010! I think the worst is over and we are all on the road of economic recovery. My customers are no longer talking doom and gloom. This time last year the economy was definitely on everyone’s mind. It was difficult to close sales when the beginning of most conversations started with talk about the economy.

Have you tried any new promotions in the last two quarters?

We’ve done nothing out of the ordinary in regards to new promotions or in-store events. We are considering several in-store events for 2010, but they are all presently in the planning stage.

How has the economy affected your marketing budget? Are you adding, subtracting or keeping an even keel?

My marketing budget has decreased by roughly 20% this year. I’m also much more conscious about where I’m spending my advertising dollars.

I still believe in advertising the image of the gallery. It’s so important to keep your name out there, especially during hard times. I also shop around for good deals on advertising. Radio, television and print revenues are all down, and you can negotiate more easily than ever before. We also pay much more attention to our website.

What changes did you make to your inventory mix during the economic downturn? What types of items are selling best right now?

I’ve added more bridal to the mix of my inventory. Bridal has become extremely important to my business. Without bridal, my sales would have declined even further. I will continue growing this part of my business through 2010.