Spencer’s and Marketing Novelty

Where else would you buy a lava lamp?

Spencer’s has a long history selling novelty items, gag gifts and pop culture products.

In past eras of mall shopping, Spencer’s was an essential stop, up there with Orange Julius and Sharper Image.

Yet while many mall storefronts have struggled, Spencer’s is actually moving into a larger space at a South Jersey mall.

A recent Philadelphia Inquirer article details the brand’s successes and efforts to stay connected to its core audiences and shoppers.

It starts with a deep understanding of who that target audience is – and who it isn’t. For Spencer’s, the audience is largely teens and young adults with a bit of extra money and time to spend browsing the store. The silly and salacious products are part of the allure for young adults.

“It is a rite of passage,” Spencer’s CEO Steven Silverstein told the Inquirer. “You remember the first time when your mom said, ‘OK, you can go in there, but I’m not going in there with you.’”

Browsing the Aisles

Spencer’s does have a digital presence. It’s active on social, and it has an online store. There’s even a content hub (the latest post is titled Lava Lamps 101: Everything You Need to Know).

But for many shoppers at Spencer’s, it’s less about the purchase, and more about the discovery. Customers aren’t actively seeking out products like pickle pillows. But they’re excited when they come across them in the aisles.

For a brand like Spencer’s, creating those moments is important. An in-store experience with trending items and regularly updated inventory is key.

Here’s what Spencer’s Director of Public Relations Lori Tesoro told Patch:

“Spencer’s is about self-expression and discovering something unexpected. We want customers to leave having had fun and feeling like Spencer’s is a place they can always be themselves, no matter who that is.”