Am I becoming a dinosaur?

Concerns from an independent retailer, written in July 2011

Today was a tough one. For eleven hours I've tried to be polite to people coming into my shop. I don't feel it’s best to pounce on them and be pushy, yet I greet everyone with a smile or a hello, mention I'm available when they are ready, feel free to ask any questions, etc. Few have responded; some with a blank stare or grunt; some quick to point out they aren't going to buy anything, just look; several almost seem offended I approached them. Ultimately a large number leave after strolling through as if this was a museum, often claiming an easy excuse like the heat or time of day. Many however do note that this is just like the candy shop of their childhood, they reminisce and point out familiar treats with excitement. But they don't wish to buy here - they'll hold out and find a dollar store nearby they say.

Some have stated my worst fear; that they will wait till tonight when they reach the mega-chain store of choice. Bright, glitzy, neon….those stores are all these things and more; larger, more expensive, offering a buffet of made in China candies. Their employees won't know the difference between two different varieties of chocolates, or the legend of salt water taffy that I keep copies of to pass out to my curious smaller customers. They won't offer a sample of a very taste-specific licorice and discuss the flavors with someone searching for a favorite variety their parents used to buy them years ago, maybe in a tiny shop like mine.

But they will go there to these neon castles which are on every corner, and which in the last few years have crushed every independent in town except mine. Out of more than a dozen small and locally owned shops this is the final stand. Sometimes I wonder if there is anything that could elevate my small business to the “corporate glamour” level these people seem to want - even if there was, it's unlikely I'd be able to pull it off. We ARE the definition of "mom and pop" and what so many used to love and welcome, but to an ever-growing number of people are we perhaps turning into plain or outdated, a relic from the past?

A decade ago it seemed everyone wanted to be here; loved the shop, the history, the atmosphere and the products, but I don't think those things are a selling point anymore. It’s not the familiar layout of a chain store, a reassuringly giant place where no one knows your name. I can't ever complete with mega-mall big box monstrosities; I just never thought that is all people would want.

P.S. After the summer I aggressively worked to update a number of things; lighting, product selection, signage, layout and more; all things I'd been trying to keep up with each year. It's important to note that when a small business has primarily one person in charge that sometimes your vision may not be good enough. I'm not sure that a sole proprietor is the best at seeing "different" or "fresh & new" or "out of the box" when it's just one perspective. So maybe I did fall prey to that and failed to change and grow enough? The following year did bring an increase in positive reactions from many visitors but due to poor management and landlord issues the shopping center declined.





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Letter to a visitor (written July 2011)

Dear vacationer,

I heard you and your family talking when you thought I didn't hear you, discussing every aspect of my shop, debating whether to stay or go. Someone said a certain item could be found cheaper at the market back home; another suggested there must be a walmart nearby; you seemed uncomfortable and out of place in this unique and one of a kind place. So you did notice the difference then - that we ARE different - but why choose to rail against that when you could enjoy it? We don't go on vacation to go to all the same places we go to at home, do we? Ah....the scary side of being "different" works against me.

The bigger stores will indeed have better lighting, huge advertising budgets, and a larger selection. They probably are more convenient to just go in and get everything on the list in one place. They won’t know a specialty item with a history of being made in the same building since 1905 – because they aren't selling that. The staff won’t be able to explain the differences in varieties of licorice, or give you a cell number so you can text before the next visit to make sure your favorite taffy is available and set aside for you to pick up. And there are words such "please, thank you, sir" which you likely won't hear from a seasonal, gum-chewing worker. I'm betting they also won't notice grandad's cap embroidered with the words WWII Veteran so they can shake his hand and thank him for his service.

My store not only offers thirty varieties of licorice, I know something about each one. I can match preferences and tastes, know about the items that you seek for an elderly parent, and search to see if there is a certain favorite still made. Some treats aren't made anymore but I don’t accept inferior substitutes from China. And it's not just me; there are hundreds and thousands of tiny business owners going to work each day to offer you this level of service and knowledge. They are counting on you to skip the retailing giant where you are a number in a line; where you endlessly press a button for service and try to explain what you want, to a person that couldn't care less and is eyeing the clock to see if it’s break time yet. Is that what you crave and nothing more? What about your children, wouldn't it be good to show them diversity, broaden their horizons and stay here to enjoy the experience?

Walmart, the dollar store, chains - all these things are being flaunted at me as if I should be one of them - I see it so many times each summer. Often a family with several generations will come in to the shop. They are on vacation, ranging in age from little ones on up to grandparents. Almost always, the older folks want to stay here, they want to talk to a real person that knows a thing or two. Maybe that elusive favorite sweet they've been searching for is here, perhaps they just want to be waited on, chatted with, treated like a friend. I can do all that and more - but the younger generation is already at the door. They didn't see the gummy cartoon characters made in china because we won't sell them. And as the children demand, scream and show their impatience, their parents urge everyone out so they can satisfy the whim of a 3 year old. And they walk out on me and all I stand for.

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