Small businesses say discerning shoppers are looking for ‘luxuries’ and ‘festives’ this holiday season

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After a busy Black Friday holiday weekend, Kristen Tarnol, owner of Emerald City Gifts in Studio City, California, is already asking her supplier to send over the fuzzy alpaca scarves and warm slippers that were top sellers over the weekend.

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“Even though it’s Los Angeles … I think people want things that are really comfortable,” she said.

With a late Thanksgiving, the holiday shopping season is five days shorter than last year, and small shop owners say people are snapping up holiday decorations early, as well as gifts for others and themselves. Cozy things like sweaters are popular so far. But there is little sense of free spending that occurs during violence.

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Overall, the National Retail Federation predicts retail sales in November and December will increase between 2.5% and 3.5% compared to the same period last year. Online shopping is expected to grow as well. Adobe Digital Insights, a division of software company Adobe, predicts an 8.4% increase in online traffic for the full season.

Comfort and ‘whimsy’

Some owners say that shopping has been erratic so far this holiday season. Nathan Waldon, owner of Nathan & Co., which has two gift shops in Oakland, California, said he had his best Black Friday ever, with sales up 32 percent. But business went down a lot after that. He hopes it will catch on again soon.

“I still feel positive about the season,” he said. “But it’s going to be one of those roller coaster times of the year again.”

She said comforting items are on sale: Scarves, hats and gloves, funny Christmas and Hanukkah cards and bright colors.

“People want that sense of excitement, that sense of fun,” he said. “A few times ago everything was quiet and earthy, and now everyone wants happy colors.”

One of her best sellers is a bright pink sweater with the word “Merry” written in large letters that retails for $120. But in general, consumers are looking to spend less than half that, he said.

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“They might buy a $25 item, but they’ll add something extra,” she said. “It seems to me that the sweet spot is between 40 and 50 dollars.”

Going back

Small businesses in some parts of the country are hoping that holiday shopping will help them recover from the worst weather of the year. In Florida, Jennifer Johnson, who owns the True Fashionistas boutique in Naples, Florida, has had a mild summer season, as the area has been hit by three hurricanes this year. He decided to increase his Black Friday weekend discount this year to attract shoppers – offering a 25% discount rather than the 18% to 20% he usually offers.

It worked. The store had record sales over the weekend. People have taken festive Christmas clothes and Christmas decorations. Christmas decorations, including ornaments, candles and other home decorations, are selling faster than last year, he said.

“Last year we were out of Christmas stuff like the second week of December, and we’re almost out of it and it’s only the first week of December,” Johnson said.

In terms of clothing: “anything that was a hat, anything that had appeal to it, anything that looked nice and festive they bought,” she said.

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At her three Philadelphia Serendipity stores that sell clothing, accessories and home goods, owner Nicole Beltz also faced weather-related challenges with foot traffic throughout the year, including snow in the first half, heavy rain in the second half and extremes. heat in the third part. An unpredictable economy and tough competition on prices from the big chains were also obstacles during the year.

For the Black Friday weekend, you’re offering 20% ​​off orders of $75 or more and 30% off orders of $150 or more. Last year you just offered discounts on select items, not regular discounts.

“We have issued our biggest incentive for consumers to come out with discounts and promotions. I definitely think that was necessary this year,” he said.

Beltz customers are drawn to prices that can be as low as $20 or around $100. In his stores, Philadelphia Eagles and Taylor Swift merchandise were top sellers, including $14 socks and $99 sweaters.

“The other category is impulse, where if it’s under $20, they’ll buy it. No matter what,” he said. “Then the second stage is for people who are looking for a gift. We are pushing the $100 auction. We try to keep our best sellers, like those sweaters and those things that people pick up for a great holiday gift at $99, just under $100.”

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‘An extra touch’

Not all small businesses can use discounts to run a business, as margins are often tight.

Between Friends Boutique in Philadelphia uses events to drive holiday traffic instead. They held a “Sweater Explosion” event at 8 a.m. on Black Friday where they served hot apple cider and hot chocolate and marshmallows and promoted different styles of sweaters.

Sweaters under $100 were big sellers, along with $25 reversible silk scarves featuring art from impressionists like Monet.

“Our customers appreciate the added touch of laughter during the holidays. Walking in and smelling the cinnamon in the air felt like the holidays had arrived,” said co-owner Claudia Averette. Sales are up so far from last year, he added.

They are also hosting a “Bourbon and Bow Tie” event on December 20th to promote the fact that they carry men’s items, such as bow ties, socks and scarves.

The event helps gain exposure, Averette said. “It’s a good marketing strategy,” he said.

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