As the community speeds past Halloween, and swings into November, the downtown businesses of Kutztown get serious about preparing for the upcoming holiday season.
Joanne Lapic, owner of Paisley & Company, knows that her customers are going to be looking for “Interesting gifts that are easy to buy, but still personal and thoughtful.” Her shop is a premier local establishment for hand-made bath products.
“[The shop local movement] has been a great experience for us that just gets better each year as more shoppers become aware of it. People that are out to discover small businesses during this season generally come back once they’ve found us.”
The local businesses look to the upcoming holidays as both an opportunity and a challenge. Stores are preparing not only to boost their sales at the end of the year, but also to connect with many more customers who may be shopping with them for the first time.
“We do our best to show all of our customers that there are many reasons to return throughout the year,” says Rebecca Laincz, co-owner of Firefly Bookstore.
In particular, the Saturday directly following Thanksgiving has been since 2010 increasingly known as “Small Business Saturday”. Originally conceived and promoted by American Express, the shopping holiday has been embraced by independent shops as a way to highlight the value of frequenting local businesses.
“We see this as an opportunity to further enhance the effort to help boost local business and promote our Main Street merchants,” said Nancy Brooks, the Main Street Manager for the Kutztown Community Partnership, a non-profit organization that works to foster a strong business community in the downtown. “Shopping Small is what Main Street organizations are all about!”
Lori B. Donofrio-Galley, the Executive Director of the Northeast Berks Chamber of Commerce agrees.
“The Northeast Berks Chamber of Commerce is pleased to partner with the Kutztown Community Partnership. [Small Business Saturday] is a wonderful way to attract new customers into the community.”
The KCP and the NBCC have co-ordinated to receive promotional material from American Express to promote this year’s Small Business Saturday, including canvas shopping bags for local retailers to use as free giveaways for shoppers. These kinds of efforts to boost visibility has helped increase the success of the program each year since it’s inception.
According the Small Business Saturday website, more than $14 billion was spent at small businesses during 2014 on the day itself. For local independent stores, making a big deal about the shopping holiday can be a critical part of building momentum for the upcoming year.
Some owners suggested that there was a larger benefit to shopping locally.
“Supporting the small businesses in the community strengthens the community. While we may not be able to compete in advertising compared with large companies, we often can provide the same products and services,” said Val Meyer of J.A. Meyer Fine Jewelry.
For other shop owners, it’s about offering a level of expertise that is difficult to find anywhere else. “We are able provide accurate and informed wellness guidance, which is often lost when a customer shops online or at a chain store,” Elaine Kilgannon, owner of Second Nature Health Food Store points out.
Matthew Williams of Firefly Bookstore spoke about local residents who are enthusiastic about supporting the stores they frequent.
“Our regulars know us and know the level of personal service we provide all year long, and this season is an opportunity to showcase that to new patrons.”
Firefly Bookstore is one of many shops preparing for the season.
“We have more books, games, toys, calendars and cards than last year. We’re really looking forward to finding the right gift for everyone,” said Williams.
Chad Schlegel of Althea’s Imaginarium believes that what his shop offers will connect with and impress customers, saying, “You can’t find unique and different in a big chain store. Shopping mom and pop stores is where you find the good stuff!”
For many customers, Small Business Saturday is indeed good for them. Dr. Andrew Arnold, Chair of the History Department at Kutztown University, regards shopping at the local downtown businesses a key part of the holidays for him and his family.
“We know the business and the business owners,” Dr. Arnold says. “We can make arrangements for our kids to shop for us, knowing that the people working there will help our son and daughter find just the right thing, because the owners know our family, and know our interests. This is not the kind of relationship that’s possible anywhere else but at a local business.”
The National Federation of Independent Business (NFIB) and American Express’ 2014 survey revealed that 88 million consumers shopped in a local business on the holiday Saturday.
Many Kutztown retail shop owners regard that Saturday’s festivities as an enthusiastic start to the holiday season.
“If traditional Black Friday shopping is a grim race to get the goods, then Small Business Saturday is a mobile party,” said Paisley & Company’s Lapic. “The store is packed, but everyone is happy and enjoying themselves.”
Christmas in Kutztown is another upcoming event for the downtown, happening this year on Saturday, Dec. 5. During the day, the downtown organizations and shops will be participating in a community celebration of the holiday. A number of events are planned including photos with Santa, the Mayor’s Movie and train rides on the Allentown & Auburn railroad.
Kevin Snyder of the women’s clothing shop Adam N’ Eve Boutique summed up what being part of the community means to those who serve it.
“Small business is the backbone and heartbeat of a healthy community.”
Kutztown’s downtown looks forward to a happy and enjoyable holiday season for all their patrons.
