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Christmas Shopping From the SkyMall?

ByColumn By RICK SEANEY FareCompare.com CEO
October 21, 2010, 12:07 PM

Dec. 15, 2010 — -- Have you ever thought, "Gosh, if only I could enliven my daily shower experience by transforming my showerhead into a fountain of fun"?

Or perhaps you've exclaimed, "A lasagna pan that won't allow layers to slump and slide? That's for me!"

Or maybe there's a void in your life that only Bigfoot can fill.

If any of this sounds familiar, chances are you've been perusing the SkyMall catalog -- and you're not alone. It's a great place for last-minute holiday shopping ideas, and I've got other gift suggestions for travelers, too.

For more travel news and insights, view Rick's blog at farecompare.com

But first, the SkyMall catalog: It's that compendium of weird and wonderful things that you never knew you needed until you're trapped on an airplane with nothing to read. So, you pick up SkyMall, and you buy.

Well, a lot of people do. This year alone, the Phoenix-based SkyMall produced 18.4 million catalogs featuring such items as the Jumpin Jammerz (footed pajamas, $44.99), the Twister (portable golf ball cleaner, $29.99) and the Remote Controlled Tarantula (just what it sounds like, $29.95).

Mike Nelson, a TV news producer based in southern Oregon, once bought dress-up costumes from SkyMall as a gift for his little girl, and she loved it. Why'd he pick up the catalog in the first place? Nelson calls it great entertainment on boring flights and adds, "Have you seen the dog kennel that also serves as a coffee table? Brilliant."

SkyMall CEO Christine Aguilera (not to be confused with the star of "Burlesque") said captive audiences on planes is a recipe for retail success, and notes that fliers who buy from SkyMall tend to be affluent and well-educated. More to the point, Aguilera sees her customers as cutting-edge consumers: "They are 'early adopters' who want the latest things before their neighbors have them."

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