Owais Crawford
Airports are a great place to sell products, with hundreds of thousands of people passing through every day. However, getting a slot can be difficult, with small businesses having to go through many layers of bureaucracy. For those who manage to secure a spot, the benefits are obvious: a large, captive audience with money to spend. This article will explore the steps you need to take to sell at an airport, including how to navigate the complicated application process and the different ways to market your product to airport retailers.
| Characteristics | Values |
|---|---|
| Difficulty level | High |
| Target audience | Hundreds of thousands of people |
| Business type | Small businesses, local artists and vendors, woman-owned and minority-owned businesses |
| Product type | Unique items, gifts, consumer products, food products |
| Distribution channels | Distributors, gift shows, gift reps, gift marts, gift channels, federally-backed programs |
| Considerations | High costs, high competition, long processes |
| Contact | Airport Retail Group, MSource |
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What You'll Learn
Small businesses must jump through hoops to secure slots
Airports are attractive to small businesses because of the high volume of potential customers. However, small businesses must jump through hoops to secure retail slots at airports. Ramon Lo, publisher of Airport Revenue News, an industry magazine, says that "getting into the airport can be pretty difficult". Airports are quasi-governmental, which means there are many bureaucratic layers that businesses need to navigate to set up shop.
Entrepreneurs need to go through a complicated process to sell at airports. One way to get started is to attend gift shows and gift marts, which are independent showrooms run by sales reps. These events can be costly, as it takes thousands of dollars to set up a booth. A strategy to meet gift store owners directly at these events involves attending shows, handing out samples to gift reps, and proving that your product will sell by demonstrating success in your local market.
Another strategy for small businesses to gain access to airport retail opportunities is to leverage federally-backed programs, especially if the business is woman-owned or minority-owned. These programs can help disadvantaged business enterprises (DBEs) access airport concessions, whether they offer products or are retailers or restaurant operators.
Despite the challenges, small businesses that have successfully navigated the airport retail landscape say that it is worth the effort. Snow delays, for example, can increase sales by providing a captive audience of potentially hundreds of thousands of people.
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Federally-backed programs can help woman-owned and minority-owned businesses
Setting up shop in an airport can be a complicated process, with small businesses needing to navigate multiple layers of bureaucracy. Airports are quasi-governmental spaces, and competition for retail slots can be fierce. However, federally-backed programs can help woman-owned and minority-owned businesses overcome these challenges and secure a presence in airports across the country.
The U.S. Small Business Administration (SBA) is a valuable resource for these businesses, offering a range of support services. The SBA has field offices, resource partners, and additional partnerships that help provide equal opportunities for business owners and entrepreneurs from underserved communities. Their resource partner network includes SCORE business mentors, Small Business Development Centers (SBDCs), Women's Business Centers (WBCs), and Veterans Business Opportunity Centers (VBOCs). These partners offer counseling and training to business owners at all stages, helping them develop and grow their enterprises.
The SBA also offers the Mentor-Protégé Program, which enables eligible small businesses to receive business development assistance and gain access to government contracts through partnerships with more experienced companies. Additionally, the Minority Business Development Agency, operated by the U.S. Department of Commerce, is dedicated to the growth and global competitiveness of businesses owned and operated by racial and ethnic minorities.
There are also various grant and funding programs available to support woman-owned and minority-owned businesses. The Community Development Financial Institutions (CDFI) Fund, for example, provides financial and lending support to businesses aiding underserved communities. The New Markets Tax Credit (NMTC) program incentivizes private investment in lower-income communities, benefiting minority-owned businesses in these areas. The National Women's Business Council, a federal advisory council, provides advice and resources to improve the economic outcomes of women-owned businesses, including mentorship programs, training sessions, and webinars. These programs can help woman-owned and minority-owned businesses secure the funding and support they need to navigate the challenges of selling in airports.
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Gift shows and marts are a great way to start
While it can be challenging to secure a spot to sell at the airport, gift shows and marts are a great way to start. These events provide an excellent platform for small businesses and entrepreneurs to showcase their products and gain exposure. By participating in gift shows and marts, you can connect with potential customers, network with industry peers, and even meet representatives from airports who are always on the lookout for unique products to feature in their retail spaces.
Gift shows and marts are typically held in various locations, including major cities like Las Vegas, New York, Los Angeles, and Dallas. These events attract buyers, retailers, and distributors looking for the latest trends in gifts, accessories, home décor, specialty foods, and more. For instance, the New England Made Giftware & Specialty Food Show showcases unique, quality products from the region, while the Dallas Total Home & Gift Market offers a wide range of product categories, including the Holiday and Home Expo and the Holiday & Home Expo Temporaries.
To find the right gift shows and marts to participate in, you can refer to online resources such as WholesaleCentral.com and Gift Shop Magazine. These websites provide calendars and listings of upcoming trade shows and exhibitions. For example, WholesaleCentral.com features the Great Lakes Boutique and Gift Show, which includes wholesale companies, independent rep groups, and artisans showcasing their product lines. Similarly, Gift Shop Magazine offers an event calendar with details on gift shows like the Greeting Card Expo in Las Vegas, providing an opportunity for exhibitors to connect with buyers in the stationery industry.
By participating in gift shows and marts, you can gain valuable experience in presenting your products, interacting with potential customers, and understanding their needs and preferences. This can be a great stepping stone towards selling at airports, as it allows you to refine your offering and build a reputation for your brand. Additionally, these events often attract industry professionals and decision-makers who can facilitate connections with airport retailers and help you navigate the process of selling in this unique environment.
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Local artists and vendors are often prioritised
While setting up shop in an airport can be a complicated process, local artists and vendors are often prioritised. Airports are increasingly becoming hubs for small businesses, and local artists and vendors can benefit from the high foot traffic that airports experience.
For example, the Denver International Airport has exhibited the work of local artists, such as the artist Jimenez, who was of Mexican descent and known for his contributions to the rise of pop art in the 1960s. Similarly, the Atlanta airport features an exhibit dedicated to the late Rep. John Lewis, including videos, photos, and artifacts from his life, such as the pen used to sign the Civil Rights Act.
In addition to visual arts, airports also showcase performing arts. Washington's Dulles International Airport, for instance, brings musicians, singers, dancers, and other artists to entertain passengers throughout the year.
To increase their chances of securing a slot, local artists and vendors should research and reach out to specific airports that are known to support local talent. They can also consider working with airport retail groups, such as the Airport Retail Group, which emphasises sourcing from local artists and vendors while also carrying products from around the world. However, it is important to note that competition is high, and proper research and preparation are necessary to navigate the complex process of selling at an airport successfully.
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There's a captive audience, so sales can be high
Airports are a hub of human traffic, with hundreds of thousands of people passing through daily. This makes them an ideal location for small businesses to set up shop and take advantage of the high footfall. While it can be challenging to secure a spot at the airport due to the multiple layers of bureaucracy, once achieved, the rewards can be significant.
The key advantage of selling at an airport is the captive audience it provides. Travellers often have time to kill, especially if their flight is delayed, and they are more likely to browse and make impulse purchases. This captive audience is a powerful incentive for businesses, as it can result in increased sales and revenue.
To maximise sales, it is essential to consider the target audience and their needs. Travellers often seek convenience and practicality, so offering products that align with their needs can be lucrative. This could include gifts, as gift-giving is a common practice among travellers returning home or visiting loved ones. Card shops, flower shops, and stores selling unique, locally sourced items or high-tech gadgets can appeal to this audience.
Additionally, it is beneficial to offer products that cater to the practical needs of travellers. Wholesale grocery, pharmacy, and convenience items are always in demand. Distributors that supply gum, candy, and drinks to convenience stores can also target airport shops, providing essential items for travellers on the go.
To break into the airport retail market, small businesses can explore various strategies. Attending gift shows, utilising gift reps, and proving the product's sales potential in the local market are effective approaches. Woman-owned and minority-owned businesses can also access federally-backed programs to help them secure airport concessions, providing a valuable pathway for disadvantaged business enterprises (DBEs).
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Frequently asked questions
First, you must determine whether your product is suitable for airport sales. Gifts are often sold at airports, ranging from handmade sewn items to high-tech gizmos. Next, you can try to connect with distributors that supply products to airport shops. Alternatively, you can try to sell your product through gift shows, gift reps, and gift marts. If you are a woman-owned or minority-owned business, you can also access federally-backed programs to help you access airport concessions.
Gift marts are independent showrooms run by sales reps. They are often available to buyers by appointment only but may also host open houses every quarter.
You can try to connect with distributors by attending gift shows. You can also research companies that represent products in major retailers, such as Airport Retail Group or Mr. Checkout.
Gift shows are events where you can showcase your product to gift store owners. They can be costly to attend, but they provide an opportunity to connect directly with buyers.
Yes, getting into the airport can be difficult due to the complex processes and regulations involved. Airports are considered quasi-governmental entities, so you must navigate through multiple layers of approval. However, the high volume of foot traffic and potential for increased sales during snow delays make it worthwhile for many businesses.
