Well, first tell the owner that any business, not just online, goes through slow periods and needs to revitalize at times, diversify at other times and stay the course all the time for success. I recently had a client leave because they had not recieved any orders for about 2 months. Not to mention they did not update their site, add prodcut or actively promote it for over 4 months.

In using the site the long list of categories is painful to me...and probably me only. When you click on NCAA you get a list of all the states that is rather long, with 1-15 products per state showing in parenthesis. That's a long list....and I am running 1400x1050 on one screen and 1600x1200 on another and on the NCAA list it goes way down...imagine on a 1024x768 screen...is there a way to split the list in to two columns to make it easier to view all of them at once?

In the upper right hand corner, in the shopping cart area, it seems a phone number is in there, and yet on the header bar there is the 800 number listed...the 800 number is listed as 1800-805-0868 should the other one is 941.720.4697 - which number works...why two formats? This, to me is a small thing, but destroys credibility since they are less than an inch apart.

The site seems to put more focus on Affiliates rather than product....the affiliate link is different color, and the huge heading at the bottom of the page suggests a conflicting statement...it's at the bottom to appear no-intrusive, yet it is size 5 making it seem important.

On the products, for example the harley blanket, http://blanketmall.com/sports-cartoo...idproduct=1599
There is not an actual product photo to say, but stock photos that do not represent the product as it actually is. Other items have what appears to be an actual photo of a blanket, not just a picture of what's on the blanket.

Also, if this merchandise is officially licensed, that should be noted and that may help sales. I think sometimes shoppers see items and say, well, it doesn't say it is licensed, so it is probably lower quality....especially in the Sports and Harley Davidson arenas. Go to a mall and check out the stores....many times there are Harley items that are cheap and not officially licensed product....then you will have a store down the way that sells license product that is of much higher quality. People make that connection, even online.

This site is selling highly recognizable items, but are they unique items? Do the descriptions and product photos sell the item value to the customer? Who is the average customer, male, female buying for themselves or for a family member or friend? Is there any advertising going on targeted at sports sites, harley sites, agricultural sites?

Just my ramblings....

--edit--

Just looked again...all the Harley blankets are out of stock. I check the Rockies (being from Colorado and all) baseball blankets and only 2 out of 5 are in stock. If that is a common trend, that explains poor sales.