Why Fewer Lines Help Small Retailers Sell More — Weekly Retail Tidbits #233
Originally published as Tidbit #233. Lightly edited for the blog.
“Less, but better.”
— Dieter Rams
I needed to order some little lights this week.
I typed in what I was looking for and got thousands of results. Thousands.
I scrolled. I filtered by reviews. I compared prices. I read descriptions.
And you know what finally made me decide? Amazon’s “Amazon’s Choice” badge. After all that scrolling, I just picked the one Amazon told me to pick.
Too many choices don’t make us happy. They make us tired.
Even when we HAVE all the options in the world, we still want someone to just tell us what’s good.
There’s a famous study where researchers set up a jam tasting booth and alternated between a large display and a small one at a grocery store.
The big display attracted way more people to stop and sample.
But the small display? That’s where people actually bought.
The paradox: more options draw us in, but fewer options help us decide.
Remember this: You are a filter
When you walk into Tango showroom, you’re not facing every brand on the planet. You are facing fewer than 20 carefully curated lines.
We actually have fewer lines than we did last January, but my sales are way up. It’s easier to focus, to learn the stories, to understand what makes each brand special when you’re not drowning in options.
Your store works the same way.
You’ve already filtered out the noise.
You’ve chosen what’s worthy of your customers’ attention.
But retailers get stuck: they start worrying about what the store down the street is carrying. What their competitor has. Whether they should match what everyone else is doing.
Stop.
That’s a race to the bottom like competing on price.
And it pulls your focus away from the only thing that matters: doing YOUR store well.
What makes YOUR store unique?
What do you do better than anyone else?
Who are you trying to be?
Curate your products to match your vision.
Make your categories clear – like how LINNEA organizes their fragrances into Core, Botanik, Spring, and Escape Capsule collections so customers know where to start.
Balance familiar favorites with one or two new things that get your full attention and storytelling energy.
Don’t overcrowd your space trying to be everything to everyone.
If a brand is working for you, if it fits who you’re trying to be, if you have the right to carry it – carry it. Don’t worry about who else has it.
Focus on your plan. Your story. What sets YOU apart besides just products.
In a world that keeps offering more and more, being a really good filter is one of the most valuable things you can be.
Your customers don’t need infinite options.
They need YOU – someone who’s already sorted through the noise and said, “This. This right here is worth your attention.”
I am a filter for you, too, and I love doing it!
Love working with you – thank you for trusting me!
xoxo,
❤️AmyFay
AI Tip: Pick one. Start.
There are SO many AI tips I could share with you.
But I’m going to be a filter 😂 and give you just one:
Pick ONE AI tool and use it.
LLMs (Large Language Models) have gotten really good. They perform almost equally well with the basics. Now they are specializing – and it’s helpful to know which one is best at what.
Think about early cars. At first, they all just tried to prove “we can move without a horse!” Once everyone could do that, they specialized – Ford became the affordable choice, Cadillac went luxury, Chevrolet offered variety.
AI is the same way. The largest LLMs have proven they work. Now they specialize:
- ChatGPT – Most well-known. Great general-purpose tool. Can follow long sets of instructions well.
- Claude by Anthropic (my personal favorite) – Best for coding and complex problem-solving.
- Gemini – Built by Google, integrated everywhere.
- Perplexity – Not an LLM itself, but a search tool that pulls from multiple AI models to give you fast, thorough answers with sources.
My advice?
Pick ChatGPT if you’re just starting.
Once you’ve used it for a while, explore the others.
But trying to learn them all at once is like trying to carry too many lines – you’ll be overwhelmed and use none of them well.
Pick one. Learn it. Use it. Then expand if you want to. 🤓
Tango Tidbits
Faceplant Dreams
Faceplant Dreams is offering this beautiful red limited special purchase in the Claire gown only. ❤️
Lenny + Eva
Lenny + Eva has a new Storyteller’s Collection that rocked at market. 6 styles in these necklaces and 2 styles in a new corded bracelet. Beautiful products, beautiful margins. 😍
ORI
I know y’all love to be different. ORI is still young enough that you are different carrying the line – but your customers are getting better filtering (knowing they want it!) as this line continues to expand to your cities and towns!
ORI is ROKA everywhere but the USA!
We have lots of preppy colors, new fun bag styles – and socks! 🧦
I carry mine daily! 🎒 This big brand is on a growth spurt. 💕
Shop in Person at Tango Showroom
We’re open Monday – Friday, 10:00 – 4:00
AmericasMart · Building 2, Floor 10, Suite 1000b (by the round elevators)
Walk in anytime — or email me to schedule a visit!
tangoreps.com/shows
“Comparison is the thief of joy.”
— Theodore Roosevelt
Stay warm! ❄️
❤️AmyFay
AmyFay Chandler
Consultative sales rep helping independent retailers build smarter, more intentional businesses. Representing Tango brands to Tennessee and Kentucky retailers through AmericasMart Atlanta — and my own lines to retailers across the United States. Before repping, I spent 15 years running my own retail business and nearly four years as the home & gift buyer for Elder’s Ace Hardware — up to 100 lines at a time, each in as many as 23 stores.
Also from AmyFay
Sweet Tree Jewelry — Handmade clay earrings in team colors, school colors, and everyday styles. Perfect add-on for any boutique.
Caroline B Cook Books — The Virtue Series: beautiful children’s books that make meaningful gifts.
Interested? These lines are available to retailers — email me and I’ll get you set up. If you’re already a Tango customer, you can use your same login at .
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