The day after Thanksgiving, or Black Friday as it's known in the retail world, saw hundreds of people lined up outside of stores like Best Buy and Wal-Mart, ready to rush the aisles and wait in long lines to snag the best deals of the season on printers, laptops, and other hot ticket items.
Meanwhile, Lori Brant of Patina Antique Boutique on Diamond Avenue had what she called "a slow day." Her store, which recently relocated from Plainfield Avenue, entertained a smattering of curious shoppers last week. But no doors were busted, and no lines formed around the store's perimeter, despite its cheerful holiday décor and distinctive gift offerings.
So it goes with local, neighborhood businesses. Each year, small local retailers do their best to bring in customers by urging them to shop "outside the box" and keep their dollars local, giving a boost to the Grand Rapids economy. Certainly, these efforts have raised awareness and helped the bottom line.
But, in an effort to move customers beyond the philosophical reasons for completing their holiday shopping in the neighborhood, these merchants are doing what they can to make the season's spending much more than a chore - when you shop local, it's an event.
Deck the Halls
While the little guys can't afford the glitzy television commercials touting the magic of the season and potency of the sales, they' are pulling out all the stops to make their businesses festive this December. Samantha Kammer and co-workers at the YT Galleria, for instance, spent 48 hours over three days decking out their East Hills-based shop with Christmas trees and holiday displays.
"We do most of our sales this time of year," Kammer says. "So we like to make it extra-special for the holiday."
Shopper Aubrey Martin, who took time out to peruse shops on Wealthy and Cherry streets last week, noticed the difference. Martin said that while the mall or the internet are where it's at to cross electronics and generic items off her loved ones' lists, she prefers hitting the local scene to actually enjoy her experience and take in the views.
"There's so much to look at (at neighborhood shops) from the décor to the gifts," Martin says. "And while the point of shopping is to buy something, shop owners are so friendly, even if you just want to browse for awhile. [The shops are] part store, part museum, part art gallery."
One-of-a-kind Finds
Handmade Austrian ornaments, locally-made jewelry and pottery, and handcrafted stationary are just a few of the things that can be found at neighborhood shops in the Uptown area, which comprises Eastown, East Hills, Wealthy Street, and East Fulton shopping districts.
"Everybody has something from Macy's," Samantha Kammer says. "But you can go to a place like the YT Galleria or (Cherry Street boutique) Pink, and you find things that are from uncommon places, or locally-made, or handmade."
As manager of the Little Bohemia shop on Monroe Center, Vincent Harriger says that, unlike the giant retailers, locally-owned stores have the flexibility to carry a wide variety of items. And that, he says, benefits shoppers.
"We try to have lines (of clothing and other goods) that you can't find everywhere," Harriger says. "The advantage of a boutique is that we don't have corporate telling us what to sell, and there is a lot more individual thought that goes into our merchandise."
What a Girl Wants
Just down from Little Bohemia, Gina's Boutique is ornamented for the season. Owner Gina Van Gessel says she goes out of her way this time of year to get people in the holiday spirit. She knows that women flock to her store for unique clothing and accessories. But, she says, it would behoove men to stop in too, to receive pointers on what to buy the women in their lives.
"The local boutiques are great for men because of the great customer service and guidance they can expect. It's a relaxing shopping experience," Van Gessel says.
Samantha Kammer agrees. "You're not mobbed by sales people when you come in the door," she says, "and we teach our customers about the products."
And that approach appeals to shoppers like Aubrey Martin, especially when it comes to shopping for the person who either has everything or is difficult to please.
"There's so much variety that you're bound to find something for anyone, whether it be a co-worker or hard-to-buy-for family member. I think the temptation is to go out and buy a gift certificate, but a handmade good or something really unique tells the [recipient] 'I care.'"
Holiday Happenings
This year, local business districts are offering a variety of programs and events to get shoppers in the mood. Three districts, for example, will hold events on Thursday, December 6.
The East Fulton Shopping District, located between Eastern and Fuller avenues, presents its 7th annual Shop Hop from 5 to 9 p.m., featuring the Original Dickens Carolers, food and beverage at participating shops, and a trolley to transport participants up and down the street, with parking at the Farmer's market on Fuller Street and Fulton Avenue.
East Hills will have its annual Holiday Hop the same night, from 5 to 10 p.m., with carriage rides, carolers, and refreshments. Finally, the Wealthy Street Holiday Soiree, with prize drawings, seasonal music, discounts, and treats, will be held from 4 to 9 p.m.
The Division Street Business District, also known as Avenue of the Arts, is holding its annual Urban Lights event on December 7th. Local business owners and artists on the 100th block of South Division will open their doors from 6 to 11 p.m. for this holiday sale and art hop.
Members of Local First, a nonprofit group that aims to promote locally owned neighborhood businesses, have banded together to establish a single gift certificate that can be redeemed at hundreds of participating shops and boutiques. Gift certificates can be purchased online, and more than 265 area businesses participate in the program.
Also, visitors to downtown Grand Rapids can receive one hour of free parking through December 31st by downloading a coupon off the Downtown Alliance's web site.
Dennis Moosbrugger, the owner of Bar Divani who is involved in several downtown-area marketing initiatives, says making downtown shopping more event-oriented is key to increasing the vitality of the local businesses there.
"People just don't come downtown for retail as much as they should," he says. "But there's no reason to rush out of here," he adds, citing an abundance of unique shops and restaurants.
Shopper Aubrey Martin agreed that the mix of neighborhood shops in the Uptown area – from a children's toy store to art galleries to specialty kitchenware shops – and the places to stop along the way for lunch made shopping locally particularly appealing.
"Why brave the mobs when almost everything you need is right here," she asks.
Bridie Kent, a freelance writer, has lived in Grand Rapids since graduating from Aquinas College in ‘03. She wrote about metro Grand Rapids'
new generation of philanthropic volunteers in the November 8, 2007 edition of
Rapid Growth Media.
Photos:
Lori Brant of Patina Antique Boutique - East Hills
Holiday dresses at Gina's Boutique - Center City
Art at YT Galleria - East Hills
Gina's Boutique - Center City
Little Bohemia - Center City
YT Galleria - East Hills
Photographs by Brian Kelly - All Rights Reserved