Maintaining Momentum


ou can continue the SBS momentum by promoting the shop local message year round. Add signage around your store to remind customers that when they buy from you, they are supporting a local retail business. GIFT SHOP’s publisher, Patricia Norins, is a national spokesperson for Small Business Saturday and she encourages retailers to regularly remind customers through every possible marketing channel including social media, email, website, and direct mail why it’s important for consumers to shop small. Norins points to three reasons why shopping small is so important—and that retailers can emphasize: 1. Shopping small helps maintain housing values. In a recent study conducted by American Express and the National Federation of Independent Business, housing values were on average 50% or higher in communities with thriving independent businesses. 2. Shopping small helps keep jobs in the community. 3. Shopping small ensures that the businesses where customers are shopping will be around for the long term so that as customers they will have more shopping choices.


Y


“There is a growing trend for businesses to partner together to market the ‘shop local’ message as a community and to produce community events around shopping small,” Norins says, “There is a huge opportunity for retailers to continue that momentum and work together throughout the year to maximize their marketing reach, attract new customers to the store and produce events that give customers great reasons to go out and shop small.”


GiftShopMag.com


Winter 2014 n


GIFT SHOP


163


Coral Gables, FL


In South Florida, the Coral Gables Chamber of Commerce hosted a full day of Small Business Saturday events with more than 110 participating businesses. With activities throughout the day, all parking fees were waived in the city garages that day.


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