Starbucks is zeroing in on merchandise sales for the upcoming holiday season. While sales of non-beverage items has remained relatively low in recent years, the company is bulking up its sales team to offer more variety in their sales than frapachinos and lattes.
In 1998 the company's merchandise sales were up to 8 percent but in recent years it has remained at about half that. This Christmas, Starbucks is looking at offering things like snow-globes, Christmas tree ornaments, and dishes that read "Cookies for Santa." They may also introduce "Bearista Bears" after the baristas who serve coffee in Starbucks restaurants.
To get the job done the company hired Janet Parks for vice president of merchandise and gave her permission to hire a team that is now 90 percent new.
Between 2004 and 2005 the company's total net revenue rose 20.3 percent, according to a company press release.