Owners and managers of retail stores across Baton Rouge that sell LSU merchandise say they are seeing sharp increases in sales since the Tigers’ victory over Miami last weekend.
“People are excited because [the game] gives a glimpse into what our season can be,” says Patrick Wilkerson, a co-owner of Bengals & Bandits, adding many people are already pouring into his Highland Road store to pick up tailgating apparel for next weekend.
The uptick also reflects the volatile nature of the local sports merchandising industry, with success, business owners say, dependent upon a winning Tiger team.
Ashley Fairley, owner of Tiger People Clothiers, has also seen increases in sales over the past couple days, mostly at her Perkins Road location, which she says was unusually “packed” for a federal holiday yesterday.
Typically, sales are fairly predictable at the beginning of season, says Fairley, when a steady number of customers pony up for jerseys, caps and other tailgating apparel. Midway through the season, however, revenues rise and fall in step with LSU’s record.
“Toward the end of the season, if we’re losing, people don’t go out to tailgates,” Fairley says. “Luckily, we don’t usually have a losing streak.”
Erica Krebs, who manages the store’s Perkins Road location, sold merchandise at the Dallas LSU Alumni tailgate during the Miami matchup. While she isn’t sure how much of a profit the gig turned, Fairley says they were “slammed,” and Krebs adds she greeted about 50 customers this morning before noon.
Kevin Ranson, manager of the Alumni Hall store on Bluebonnet, says he is already noticing a 25% to 30% sales boost after the season opener, with fans mostly buying LSU-branded golf polos and items from the women’s clothing section.
To prepare for the uncertainty each football season brings, Ranson says Alumni Hall has to factor in that LSU might not always have a winning team when setting its annual sales goals.
“If they’re winning, we’re doing great,” he says. “But if they’re not winning, we’re not doing as well.”
Ranson, Wilkerson, Fairley and Krebs say they expect more customers near the end of this week, before the Tigers play Southeastern Louisiana University on Saturday.
