talkmagic.co.uk

This isn't a rant, but the recent thread on Davenports has reminded me of something I have always wondered. This is not a thread on customer service, who is better etc.

The three bricks and mortar stores I have visited are Davenports, International Magic and Magic Box.

Each of these stores have one thing in common, apart from magic.
That is, surprisingly, magic props, dvd's books etc, aren't the first thing you notice, unless you are a magician.

The displays either at the window, or just inside the door, seem to be for joke items or costumes. I have wondered why that was.
Is it because, although they are cheap, they give a quick high profit margin?
Is it to get people into the store, so they browse and buy the more expensive magic props?

Geting to the point of the title, if they go in to what looks like a joke shop, selling laxative tea bags, cheap plastic (joke) tricks and fake dog t*rds, surely this must send the message that magicians buy their tricks from joke shops?
I know that most of the displays in the stores are magic, but the first impressions that a member of the public gets, is of a joke shop.

I have seen Magic Box very busy selling these sort of things, especially at Halloween, so I have a feeling that it does make decent profits for them.

Davenports and International though? They don't seem to be the places that would sell huge amounts of these.
I also wonder if maybe there would be less items out of stock, if space wasn't being taken up with hairy chest wigs and the like.
Surely they are would get more profit out of repeat customers coming in to buy magic related items, compared selling some of the other stuff.

Is this an English trait, or do magic shops throughout the world make displays to draw people in to buy joke stuff? Do the owners feel that people interested in magic will make special journeys to them,. so they don't need to draw them into the shop?

The one down here in Daytona sells jokes also. I think It's to attract a wider section of the population. But is magic box just online? But I think almost all of them sell jokes too. That's just my experience.

A couple of years ago I was in Falmouth and went to find Kernow Magic. I didn't have a lot of time but when I found the shop it was a small-ish one on a side street off the main road by the fery boat landing stage. Unfortunatley at that time the downstairs was full of costumes, masks and crammed with youngsters sorting out stuff for Halloween parties later that month so I didn't even get to go upstairs to the magic section - in fact I couldn't even see the stairs! I mentioned this in conversation to Kernow at one of the Conventions afterwards and I now know I missed out on a rare treat and at most other times of the year it would have been less busy and the magic section is well worth seeing.

World Magic don't have a joke section (at least they didn't last time I was there!), just wall-to-wall magic, but theirs isn't a traditional high street shop, it's a large unit on a trading estate

Why is this? Economics! at Perfect Magic we took a very hard line. Magic props only and some of the allied arts, we sell clowning equipment to a limited degree, juggling and escapes. Even though we are Brick and Morter we have a very strong presence in mail order. We started in 1975 so we had a strong client base before the internet and thankfully continue to do so.

That said we have been approached many times by the novelty industry and they make very attractive offers. They will set you up very cheaply some will supply not only the novelties but the displays cases as well. We were able to resist because of our strong mail order. Our relationship with our suppliers is very strong so we have always been able to order limited quantities yet get the bulk prices. And we can get anything in about a days time this means we can reduce the amount of stock in the stock room lowering our overhead keeping competitive in the market and not rely on walk in customers. And we are not a street level shop, further reducing rent. If any one of the above was not in place we would not be able to make it as a Brick and Mortar shop without novelties. Novelties are really inexepensive. For example you can sell (and this is just an example I can't remember the actuall prices) itching powder for 2.00 a package retail. The wholesale price is $4.50 for a box of 24. It is a no brainer.

Magic alone is a tough gig especially now with youtube and everyone and his mother having an online shop, and lets not forget ebay. Don't get me wrong I have no problem with the competition, I firmly believe that business begats business, and frankly you can't match our customer service which is why we have vary loyal customer base. But you cannot begrudge somebody buying something off ebay and half the price you can sell it. Of course I've seen TT on ebay go for $8.00 and $10.00. go figure.

Here is a bare bones way to think about it. The profit margin on a sale of a TT at $3.50 a 9 inch silk at $2.50 and a book 50 tricks with a TT at 2.50 is greater then the profit margin of a flaming dove pan at $90.00. It may be a difficult concept to grasp but if you break it down to the wholesale cost of the dove pan and business expenses it begins to make sense. So going back to the original question it is really hard for a Brick and Mortar shop to turn their backs on novelties which is the same range as the TT scenario I described above.

So for the Florida example given by Ian, Daytona Magic is an incredible shop, I have known Harry and Irv most of my life, I'm 42 I'm ashamed to say I'm not even sure if Irving is still there. And Harry is brilliant magician and magic dealer. although I don't think they would be able to keep their shop as it is without the novelty aspect.

I agree that Harry is a great salesman. There's something about him that makes you want to buy a book or DVD, but bmat great post I think that just about sums it up.

"The famous Tam Shepards Trick shop"

Is my local, used to go into it 4 the gags etc. towards the back and less prominent is the magic. I quite like it that way, hiding right infront of everyone.....

There are magic posters up and some of Roy Waltons trophies and awards.

Tis a nice place for a bit o'banter

I visited Magic Box when I was in Newcastle recently and had an interesting chat with the guy behind the counter on this topic as I was surprised by the amount of fancy dress costumes, wigs, masks and jokes that were on display. I remember being very surprised when informed that these items accounted for a significant proportion of their sales.

The magic items were on open display inside the shop but while there, the majority of those who came in weren't interested in the magic at all.

If they need to diversify then the best of luck to them and you can't blame any business for taking this approach.

Hi This is Mike Danata, from the MAGIC STUDIO in Bournemouth. I most definitely DO NOT sell Jokes or Novelty's (& NEVER WILL!) no matter how much extra income it may generate, & these are my reasons:

When I was a kid, every month or so, my dear Mum used to take me to Plymouth (on the bus) from Truro (my home town) to visit Jack Cohen's Joke Shop (34 Western Approach) just like Supreme Magic's 64 High Street, Bideford, the addresses of both will remain firmly embedded in my mind!!).

The reason was to purchase some new magic effects, the main part of the shop was jokes, & the magic stuff was out the back. Jack used to go out the back & bring a box to the counter, I'd rummage through & always find something to purchase! I always felt however that the main part of the shop, should have been full of the magic, & the jokes could be designated to the back!! I enjoyed going there, but always wished it was a "Proper" Magic Shop!

I never knew then that many years later, I would have my own Magic Shop! (needless to say, it simply HAD to be a "Proper" one!!!)

Jokes - Wigs - etc was never going to be an option, I am FULL of Magic from floor to ceiling, as many of you already know, & have experienced.

I must tell you a TRUE story from a few years ago:

A young dad, spotted the Studio as he passed by, & called in, telling me that his young son was "Into all this magic stuff!" & he never knew I was there. It was near Christmas time, & he bought a few things for him, & told me that he would bring his son in after Christmas. I was also told not to be "Alarmed" when they came in, as he intended to BLINDFOLD his young son, & only remove the blindfold when he was inside the shop!!

This duly happened, I can but imagine the excitement, as the door opened, & the young lad heard the bells jingle jangle upon entry, not knowing what he was entering! The father removed the blindfold, & the boy spun around with his arms outspread (very reminiscent of Copperfield during his famous snow routine!) as he exclaimed "Oh my God, this is everthing that I have only seen on the internet, I've died & gone to heaven!!).

It was a truly wonderful & magical moment for me also, even if I am now on the WRONG side of the counter to fully appreciate it!!

All good wishes

Mike

Joke items are put into the window as the general passer-by would be more likely to purchase them than magic tricks. Whereas the magician customers would in all likelyhood be coming to the shop anyway. In terms of marketing, it makes perfect sense.

Also, Magic tricks gimmicks are often secret, so cannot be displayed well. Some are merely packeted instructions. There would be no point in placing them in a window.

As I stated we also never carried any jokes but I certainly understand those who do. We also shot ourselves in the foot on one particular occasion because of my fathers stance on not selling anything but magic. We were contacted by a sales rep to be the sole carrier of Rubic's cubes in Quebec, nobody had ever heard of them they were not yet on the market, my father took one look and turned them down as it was not magic. Who could have guessed?

If you are in the position of being able to be in a position of not having to carry the novelties and don't want to, more power to you. But to be on street level in a major city and have to pay the rent?

And there is a plus to selling novelties aside from being able to stay in business.

I've been in two shops now, one in Victoria BC the other in Harrisburg Pa where the front of the shop was entirely novelties and seasonal items. The back was where all the magic was and it was like a little sanctuary for magicians hiding out in the back of the shop, almost like a secret room within the shop.

And for some reason we like that. I remember David Acer when he first came to work for us as a sales person. He was allowed behind the counter, not only that, he was allowed in the back room, (it was just a stock room) but still for him it was like being permited into a space reserved for a very few. And he is certainly not the only one who experiences that. When I had my shop in Vancouver and I was just getting to know some of the local magicians. Once came into the shop and brought me some lunch. I invited to come back into my office so we could eat in there, (I consider it bad form to eat in the shop) oh did his eyes light up this is an older very experienced magician and he was just dying to get into the 'inner sanctum' He eyed my shelves of stuff his eyes lit up when we saw the as of yet unpacked boxes of magic, heck I let him unpack it for me, it was like watching a kid at Christmas.

Okay that got a little off topic but my point is that it really does make sense to have the novelties in the front if you are going to have them, it is what is going to draw in the shoppers. And set up right can be cozy for the local magi to gather.

Mike Danata again!

Regarding the post above, "Out the back" sounds like an Aladdin's Cave! in my Studio, I also have an "Out The Back" which is also full of stuff, but the very BEST part is "Out The Front" Full from floor to ceiling, with no jokes or novelty's in sight!!!! A "Proper" Magic Shop!

Check it out here! http://www.youtube.com/watch?v=5hn-AAST0ls

I know I could make more money, if I "Opened it up" but sometimes there is more to life than money!

All good wishes

Mike

I regulaly visit Alakazam and they don't have any jokes all there magic is in the shop aswell. I also visited Kernow in Falmouth in March of this year and I also only see the joke and fancy dress section and could'nt go upstairs I was told it was all in boxes and I just had to think of stuff I wanted tell them what it was and they would go and fetch it, this was a huge dissapointment as I didn't have a clue what I wanted because I just visited on my holiday and thought I could have a look at some magic and buy a few bit's which didn't really happen I just ended up buying a few bit's that popped into my head even thoe I didn't really need them just because I was there, It wernet all bad because Kenny did provide me with a free copy of magicseen to have a look through to help me decide on what I wanted but overall not a thing I would like to repeat. I alway's write a list of thing's I'm interested in now if I ever visit a new shop just in case.

Should come to Bournemouth for your holiday next time!!!

All good wishes

Mike

It seems as though, with one or two exceptions, magic shops at the seaside will stock and sell jokes and novelties but further inland is likely to be magic only? I've also noticed that fancy dress and costume hire shops seem to have a few tricks on sale as well - sometimes quite good quality ones rather than the brittle plastic crud.

Would love to Mike I'm not actually that far away so would be an ideal holiday, but I would have to pursuad the missuss there is stuff to do for her and the kid's there without letting on there is a magic shop there until we arrive