Well, of course it's customers, but be a little more specific... take a look at your merchandise. Are you aiming at, Consumers in general, Businesses, Vertical Markets, or very specific, very small markets?

Now your thinking. Who is my customer base? Which is it? What are some of those btw...?

ok, i'll explain:

consumers in general, is where you have a product that would be bought by a teacher as well as by a business.
Businessses is where your products are portrayed to be just centered as supplies for another business.
Vertical Markets are the markets for one specific area. Beads could be the market for vertical markets, as they only market just that one specific thing and sell that one specific thing.
Then there is the small, specific market,... do you have that particular niche that targets an age group, an occupation, or a locale? then you have that small specific market.

It's always good to think about who your product is aimed. Sometimes, it's clear as day, other times, it's not so clear and you have to really think about it.

Take my shop for example, it's targeting almost all the above because of my diversity. With my local ad and flyers, I'm doing the locale, and the age group varies according to taste, I'm doing the vertical market w/ plates, and businesses w/ supplies, and then there's the general consumer w/ the rest. This could possibly be bad on my part as I am not able to center my promotions on one thing. But with my diversity, I cover the area and am able to reach more consumer base. It's a give and take.

Who are you aiming for? What does your shop promote? How can you turn your target into an advantage for you?

Something else to think about.... more to come.