Dealer of hockey memorabilia has sales interruption due to NHL lockout
Over 11 years have passed since this article was published. It’s possible that some information is out of date.
Every week, we look for professional guidance to assist a small- or medium-sized business in resolving a critical issue.
Although December was supposed to be one of Andrew Goldfarb’s best months, the NHL lockout may have made it one of his worst.
c is the creator and proprietor of AJ Sports World, a business located in Vaughan, Ontario, that offers autographed sports memorabilia, such as helmets, jerseys, pictures, and other gear signed by active and retired sportsmen. He sells things in his store, online, at arena auctions, and on NHL.com. Roughly 95% of his business is in the hockey league.
Mr. Goldfarb’s sales on NHL.com have decreased by 50% and he hasn’t been allowed to hold any arena auctions due to the lockout.
Additionally, he hasn’t enlisted any active players to autograph merchandise; typically, these players make up roughly half of autographs, with retired players making up the remaining percentage.
He claims that the general lack of interest in hockey has also had an impact on overall sales.
“Sales are generated by interest in the sport of hockey,” according to him. “If people aren’t watching the players play, they’re not buying product.”
He’s making an effort to save money. He is cutting back on his advertising budget, haggling with athletes for smaller signing fees, and threatening to fire employees if hockey doesn’t pick up by the end of the year. But until hockey returns, nothing will truly halt the bleeding.