For the last 2 hours my 13-year-old son and I have been on a search of a raincoat. We live in Michigan, one of the top ten states for # of rainy days per year. All we wanted was a simple raincoat with a hood, size adult small.
We went to four department stores, no luck. Only one even had a raincoat of any kind and only in L or XL. One of the stores told me they sold them but only during the season. What season? April showers? Last I checked we get rain in MI from January through December with the bulk of it from March to October.
We went to both sporting goods stores. One had only ponchos. Really? The other had the same style and brand as the department store, oh yeah, and same sizes, too - L and XL.
We went to two mass market discounters. 400,000 square feet, zero raincoats.
With gas prices the way they are, I don't see us driving 45 minutes to Lansing or Ann Arbor to the bigger sporting goods stores. Hello Internet.
The Lesson In All This
Do you have seasonal items in your store ALL season long? Do you have seasonal items even after the season is over? Do you have hard-to-find items that the national chains just don't think is worth carrying any more? (Do you have a plain colored simple raincoat with a hood in an adult small?)
Are you advertising that knowledge like crazy? You should.
PS If you need a raincoat in Jackson, MI, don't go to Target, Meijer's, JC Penney, Sears, Elder Beerman, Kohl's, Dunham Sports or MC Sports.