DIRECT RESULTS

While the bulk of fourth-quarter video sales are in the children's category, it is the lower-priced children's nontheatrical products that can be a bigger hit profitwise for supermarkets this holiday season."It is fairly profitable. If you put in some of the Walt Disney [feature] movies, you don't make much. But with some of the other lines you do," explained Randall King, nonfood buyer at Byrd Food

While the bulk of fourth-quarter video sales are in the children's category, it is the lower-priced children's nontheatrical products that can be a bigger hit profitwise for supermarkets this holiday season.

"It is fairly profitable. If you put in some of the Walt Disney [feature] movies, you don't make much. But with some of the other lines you do," explained Randall King, nonfood buyer at Byrd Food Stores, Burlington, N.C. King said the chain can make up to 40% margins on nontheatri

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