As Seen on TV products continue to command more space on drug store shelves, not only during the holiday season but year-round.
The first quarter of 2013 is looking strong since manufacturers have a number of new products on the market that have already proven popular with consumers.
“Manufacturers have been spending on ads to drive sales, but there have also been some great products,” said Mike Govindani, president of Screen2Store. “The category was strong last year, and business is up again for 2013.”
Govindani said that in 2012, business was driven by plush and home items. “Plush will carry over with sales of Pillow Pet Dream Lites and Bright Light pillows, but there are some other strong products for the first quarter,” he said.
Clare Kogler, president of Jordan Whitney agreed that plush products still had upside potential. “Handy and useful tool sets have become highly successful at year’s end, as have toys for children, particularly plush items,” she said.
Idea Village’s Detail Doctor car resurface restorer, Café Cup reusable coffee cup and TeleBrands’ Pocket Hose are among Govindani’s picks for strong performers in first quarter 2013.
Idea Village’s Detail Doctor, a product which restores color and shine on interior and exterior car surfaces and provides protection from damaging UV rays, is endorsed by Danny “The Count” Koker from the hit TV show “Counting Cars.”
Idea Village’s Ice Cream Magic also is getting attention. “The ice cream maker is a great activity that also doubles as an ice cream server,” said Robin Bonnema, VP sales at Idea Village. “In just three minutes, you can make homemade ice cream.”
Housewares continue to be an important part of the category. Café Cup, with a $10.99 retail price, should be a popular product that will spawn imitators. “As expensive single-use machines are becoming more popular, this product is a great alternative,” Govindani said.
AJ Khubani, CEO and founder of TeleBrands, said the company’s Pocket Hose will fuel sales in the first quarter. “We expect Pocket Hose to be the biggest item for the first half of 2013. In fact, we’ve already received orders from all of the major drug chains for Pocket Hose,” he said. TeleBrands had record sales at CVS and Rite Aid last year, Khubani said. He is optimistic that 2013 sales will continue to be strong.