New Orleans Saints
Families are cutting back on excess shopping during this recession, but you would never know it looking at the skyrocketing sales of New Orleans Saints merchandise in recent weeks.
View full sizePhotos by John McCusker, The Times-PicayunePaige Winstead shops at Fleurty Girl on Severn Avenue in Metairie on Thursday. Saints merchandise is flying off the shelves, the store reports.
With today's home opener for New Orleans against the Chicago Bears, it seems local vendors can't stock their shelves fast enough with black and gold gear, even as some of their customers admit to falling on hard times.
"It's amazing. I would have thought with the recession people would be more worried about paying their bills and everything, but our business hasn't been affected at all," said Pam Randazza, owner of Black and Gold Sports Shop, located in Covington and New Orleans. "This year's been extremely busy."
Despite the NFL lockout and the Saints' 42-34 setback at Green Bay on Sept. 8, local retailers said this year has been particularly busy, with some even tripling their typical offseason sales.
Aside from the Saints' newfound popularity following their 2010 Super Bowl victory, retailers point to another phenomenon that has boosted sales: in recent years, women have overtaken men as their primary Saints shoppers.
Over the past decade or so, national sports vendors have increasingly turned a new focus toward the female fan market, opening up their product range from the traditional jersey-and-cap inventories to a barrage of dresses, tanks, purses, bikinis and jewelry. Other retailers, like Victoria's Secret and Walmart, have tried to get in on the cash, too, opening feminine NFL sections in their stores.
But since the Saints' Super Bowl victory against the Indianapolis Colts, the demand for women's Saints gear has especially soared, causing New Orleans stores to rush in more orders of women's clothing and expand their merchandise selection even more. From nail polish to tutus to rain boots to "Drew Brees' birthmark" temporary tattoos, the black and gold gear is just flying off the shelves, said Lauren Thom, owner of Fleurty Girl, a shop with locations in New Orleans and Metairie.
"Last year, it was an explosion of Saints shirts. This year, it's about what we can offer to take it to the next level," Thom said. "But season after season, the trend is ultimately the same: we all just want to look cute in black and gold."
To avoid infringing on NFL copyrights, Thom carries what she calls "mock jerseys," which, at $35 a pop, have been her biggest seller this season. Made with soft cotton, the shirts read puns on players' names, like "Rock 'n' sprol" for running back Darren Sproles, and "Moore of dat" for wide receiver Lance Moore.
There still remains the issue of what to do with the products that don't sell, namely, the jerseys of injured players or those who were traded. Some stores have been left with huge inventories of Reggie Bush jerseys, for instance. Many stores sell these items at discounted prices. Randazza said her store was selling them at half off.
Other businesses are trying to get a slice of the Saints-themed pie, too. Black and gold banners and door wreaths have proved a big seller for Gordon's of Metairie, said Robyn Soileau, store manager. Some French Quarter bars are offering black and gold shots. As a marketing tool, La Dolce Nola in Metairie named its newest ice cream flavor "Crunk."
"We knew the fans would go for it," said Will Samuels, owner of La Dolce Nola. "I said, 'I don't care what's in it, but it needs to be called 'Crunk' because that'll really sell."
One thing all the merchants agreed on was that as the season continues, their business will become increasingly sensitive to the Saints' record.
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Well I think this season is going to be our "slap" back to reality for Saints fans. I think this is the season the Saints sort of fall back to the 07 and 08 Saints. With a horrible defense I dont count on Saints getting to double digit wins this year.