Retail Diary Confidential: Retail 101 - Black Friday History & Insights and an interview with Grace Atwood

Inside the Gift Guide Game: Grace Atwood Spills Her Holiday Magic (Plus Retail Diary's Black Friday Insights Revealed!)

Retail Confidential: Gifting, Gift Guides & Promotional Strategies & Insights

This week I’m so excited to bring you an interview with an “Influencer” I’ve been following longer than any other. I have influencer in quotes because to me she is that and so much more. I remember first following

Grace Atwood

when she was still working in the retail industry and launched a blog, now called The Stripe. I love that she had a similar background in retail buying and merchandising and over the years I’ve noticed that I can trust her recommendations. I think she does excellent work curating Gift Guides but also has other content around the Holidays. How to entertain, recipes, spending time with family and friends and giving back to her community.

The Holiday Files: Finding Joy in the Gift Hunt with Grace Atwood

Grace Atwood

, Founder, Content Creator/Influencer and Creative Director of The Stripe (a blog and on Instagram) and author of

Scratch Pad by The Stripe

on Substack

Retail Diary: Can you briefly explain your role and what you do?

Grace Atwood

: I am an influencer (content creator?) creating content across my blog (The Stripe), Substack, and Instagram. Fourth quarter is a fast-paced and sometimes stressful time of year as sponsored content really ramps up, plus we are hard at work on our gift guides. While I have a team supporting me (a graphic designer who creates our collages and an assistant who helps set everything up in the backend), I do it all! Everything from planning out our gift guide strategy and big picture ideas to the nitty-gritty of sourcing items and fielding PR requests. My favorite part is and always has been the FIND! I love discovering cool things that not everyone may be aware of. When I find a really great gift idea, I get so excited. My least favorite part is the pace of it all - this time of year can be really hectic and it often feels like there just aren't enough hours in the day.

Retail Diary: How early do you start planning for the holiday season, and what's typically the first thing you focus on?

Grace Atwood: I am just getting started with tactical planning now (early October), BUT gift guides are something I think about all year round! I have several Google Docs and a private pinboard where I stash ideas throughout the year.

Retail Diary: What's your favorite part about preparing for Q4? Is there something that gets you particularly excited each year?

Grace Atwood: Like I mentioned above, I love the find! Finding something I know my audience will really love, especially if it's at a more affordable price point. I also love digging into the data. Looking back on the previous year and seeing what worked (and what didn't). Trying to do more of the stuff that worked and less of the stuff that didn't! I am actually a pretty big data nerd. This part is a little more behind the scenes but it's something I spend a lot of time looking at.

Retail Diary: If you could give one piece of advice to someone in your industry about holiday preparation, what would it be?

Grace Atwood: It is never too early to prepare, prepare, prepare! (But at the same time, you need to figure out ways to be limber and move quickly). It's a balancing act.

Retail Diary: What gifts are you on the hunt for this season?

Grace Atwood: The guys in my life are so hard! My boyfriend is relatively easy (he doesn't shop and always needs new clothes!), but my brothers-in-law and father are tricky.

Thank you Grace! For answering these questions and providing needed gift guidance to me over the years.

Feeling Gift-y

Female Founded & Led, BIPOC and Small Businesses to Support

This week in the Retail Diary Chat I started a few threads looking for small businesses we could all support. Please use that as a resource and also add yours (or one you love) to the lists in the chat. There are so many more in the chat too.

• Shelter in Washington D.C. carries so many female jewelry designers that I love.

• REVISIONARY SPACE
  left a list with many businesses that fit these categories. Diotima (Rachel Scott recently won CFDA’s Womenswear Designer of the Year), Kinn Studio Jewelry (mentioned many times!), Superegg, Eadem (I love their lip balm), Brightland (great gift set collab with MacKenzie Childs), Our Place (their Black Friday deals have already started), Topicals and more.

• Mon Pilar Jewelry has gorgeous hand crafted chains.

• For both party ready looks and everyday basics, Eleanor Leftwich has great pieces to shop and Eleanor is so so lovely!

• The Berkshire Press has stationery Holiday Sets and personalized options too.

• For the glossiest nails ever check out the new Bare Hands French Manicure Set (no polish needed!!)

• Loving this red dress from Kai Collective.

An assortment of finds from recommended BIPOC, Women-led or founded and small businesses to support this Holiday Season.

Gift Hints (of self-purchase)

• Lunya has expanded their Slumberknit Collection (think soft, midweight fabric and super easy to be comfortable in) with a few new styles. I’ve been wearing the Tapered Pant Set* and really like the fabric. For the art lover, check out their collab with LACMA on this Mondrian Set and sleepwear.

• Loeffler Randall is a brand known for great shoes (not as gift-able) and I love that they launched a fun Craft Fair on the site for holiday gift giving and special trinkets.

• I’ve shared my love for the Soft Services Theraplush Retinol Hand Cream before (it is in my Little Luxury Upgrades Gift Guide) but gah! The new “Hold” Theraplush Hand Cream in the softest not-pink-pink shade! I’m obsessed and trying to think of a reason to purchase another one for myself. This version has a subtle floral scent (supposed to smell like being with a loved one.)

• Lululemon x Disney dropped a collab on 11/12/24 and it is really smart alignment. 1) Disney races are a big thing. Technical apparel that is Disney branded - perfect. 2) Get dressed for a day at Disney in comfortable looks by a brand you trust. I expect to see lots of Disney x Lululemon Everywhere Belt Bags in the park (although I don’t have any trips planned at the moment.)

• Card Games x Knits x Puppies - all reasons to check out the Reformation x Shrimps collection for the holidays. Lots of sweaters for looking cozy and polished this holiday season. Given the trend of triangle scarves I’ve been spotting, this red head scarf nails the look.

PSA: Sales

So you don’t miss out, and don’t have to wait until Retail Diary later this week, here is the must know information.

• I’m a huge fan of Hill House Home (you can read my Retail Diary Confidential on the brand here) and they are currently having a 30% off Holiday Sale. Use code EVERYTHING30. Some of my favorite picks are the Cosima in Black, any print of the Ellie (I have two black versions - lace and a swiss dot) and also the Tiny Ellie for kids (great for growth spurts as they will grow a bit with a kiddo.)

• Rhode launched their “Biggest Sale of the Year” and it includes many holiday ready and looks for Thanksgiving gatherings. Lulani is a go-to black dress I have in my closet. I took my true size.

• Déhanche has already kicked off their Black Friday sale. 20% off orders of $200+, 25% off orders of $300+ and 30% off orders of $400+.

Retail Diary Gift Guides

• Sparkle with some Silver & Gold - I love this assortment for the holidays and I keep adding more great finds like this handbag from Jimmy Choo (literally dripping in jewels) and a collection of gorgeous Bottega Veneta bags and small leather goods in both silver and gold like this cool zippered pouch and this gold bifold wallet.

• Holiday 2024 Beauty Gifts has the Retail Diary edit of the beauty kits, collabs, new launches and more for this holiday gifting season.

• Little Luxury Upgrades Gift Guide think fancy nail files, a luxurious hand lotion, lip balm that takes it to the next level. Sure you can find these items at the drugstore but these are the items to indulge someone you love with.

• And while you are shopping this holiday season, don’t forget all of the Retail Diary Community Discount Codes can be found here.

Black Friday & Cyber Monday: History, Insights & Strategies

History: Why Black Friday?

Where did the term Black Friday come from? As a merchant/retailer I refer to the phrase that came to understanding in the 1980s. From an accounting stand point, it is when Retailers go from the “red” (aka accounting losses) to the “black” and profits in the accounting ledger. Thanksgiving through Christmas is when retailers bank on making a lot of revenue and positive margin. In doing research, I found other, including some controversial and disturbing, meanings to the term Black Friday.