Starbucks Aims to Perk Up Sales Of Noncoffee Items for Holidays
- Summary: Starbucks promoted Janet Parks to be its new VP in charge of merchandise sales, which accounted for about 4% of sales in recent years, down from a high of 8% in 1998. Ms. Parks previously worked in a global creative role for 12 years at Walt Disney Co. "The holiday lineup will feature a glittery snow globe on a gold-colored base, at least three kinds of Christmas ornaments, a reusable Advent calendar that turns into a miniature chest of drawers at the end of the season, and a dessert plate reading "Cookies for Santa.""
- Comment on related stocks/ETFs: Starbucks (SBUX) could clearly increase its profitability with a more successful merchandising strategy. But will glittery globes really do it?
