Ann Arbor's Kaleidoscope book store relies on old-fashioned strategies

Ask Jeffrey Pickell, the owner of Kaleidoscope Books & Collectibles, whether he has any special strategy for boosting holiday sales this year, and you’re in for a pointed response.

“I think the artificial marketing of desperation is the worst thing any business can do,” said Pickell, owner of the store at 200 N. Fourth Ave. in Ann Arbor's Kerrytown neighborhood. “A lot of businesses tend to lower their prices in desperation, leading customers to think that the product is not as good and they’re overcharging to begin with.

"If I’m selling some kind of rare book that’s worth $200, it’s worth $200.”

Jeffrey Pickell, owner of Kaleidoscope in Kerrytown.

Melanie Maxwell | AnnArbor.com

As the proprietor and curator of a store filled with rare children’s, science fiction, classic fiction, picture and other books, antique U-M sports memorabilia, toys and unique knickknacks, Pickell can probably afford to take such a stand. Not many other stores in the area could be considered a direct competitor.

But even as a seller of rare and vintage collectibles, Pickell must contend with the Internet. Customers often complain to him that they found an item on eBay for $3 that he sells for $20.Â

“In order to offset that, we have to put things online as well," he said.Â And we have to have a client base where we develop a loyal following of people who like service, who like to be called when there are new things in their area of interest.

“You also have to be more customer-oriented. So if you know your customers and you help them come out of your store in a very happy way, that’s the goal.”

Pickell acknowledges he sees less foot traffic in his current location than on State Street, where he operated the store from its opening in 1990 until he moved in early 2008. That's prompted him to begin advertising in the phone book.Â

Fewer celebrities enter the store nowadays. Actor Patrick Stewart, members of Sweet Honey in the Rock and the Berlin Philharmonic and musician Ben Harper all darkened Kaleidoscope’s doorway at one time, Pickell says.Â

So did Bob Dylan -Â if briefly.

“He stopped in. His manager stayed in the store for a number of hours,” Pickell recalls with a chuckle. “I ended up going to the show.”

Still, the new location does have its advantages. Every day that it isn’t raining or snowing, he’ll display about 250 rare children’s books and classics on a table outside and mark them half off -Â something he could never get away with at the old location.

“That is a huge savings and it’s usually almost at a loss sometimes," he said. "But that is a way of encouraging people to come in and see the store.”

Pickell expects a much better holiday shopping season than last year. Pre-holiday-season sales have been “stable,” he said, and people have even been inquiring about layaway.

“It’s better than last year,” he said. “I don’t sense the desperation in people, which is good. People are not coming in and saying, ‘Oh my God, I love your store but I can’t afford to buy anything.’”

Contact Sven Gustafson at sventg123@gmail.com, or follow him at twitter.com/sveng.