The #ShopSmall efforts to support local, small businesses in Whatcom County are important–and stressful.
I’m not going to sugarcoat it–it’s tough being a small business owner and competing with major retailers and discounts each holiday season. A lot of us want to reward loyal customers with a jaw-dropping discount, but we can’t afford to do that without cutting into already tight profits.
Unlike #BlackFriday, which happens the day after Thanksgiving and directs attention and profits to the “big box” stores, Small Business Saturday on November 30 is an initiative to support the “mom and pop” stores you love. The stores that make your community and downtown unique.
Shopping “small” can mean dining out this weekend at an independent restaurant, buying a gift (or gift card) at an indie shop downtown, or buying online services and products from a local, small business.
In Bellingham, we have an abundance of small businesses to support.
As a small business owner myself, I appreciate how the #ShopSmall effort sends people to my services, and to the brick-and-mortar stores I love.
I’m a website designer with a background in marketing, so I know how hard it is to break through the noise–which makes me wonder: How are other people marketing their businesses at this time of year and is it working?
After chatting with BreAnne Green of Greenhouse Home and Corey Silversmith of Makeworth Coffee Roasters, I have two main takeaways as to how they catch the #shopsmall holiday momentum.
“Uniqueness factor” is vital, especially during the holiday season.
GreenHouse Home (@Greenhousehome on Instagram) is one of the only local home goods + decor stores in Bellingham, and it’s that uniqueness that helps them stand out.
“As a small business, we are continuously in competition with large online retailers such as Amazon and larger national box store chains such as Target that have greater capability with pricing and wholesale level negotiations. I strive to continuously provide a variety of goods that are curated that you are not able to find at an online or national chain store as well as offer price points that are attainable for everyone.”
-BreAnne Green
Unlike most online furniture retailers, Greenhouse Home also offers staging and interior design services.
“A lot of people aren’t aware of the services we offer, so we’re trying to get the word out,” BreAnne adds. They stage local real estate listings to help homeowners achieve the highest return possible for their home, as well as provide full interior design services. “Our furniture is pretty incredible and we want people to really imagine what their living spaces can look and feel like.”
BreAnne also doesn’t get too flustered with the pressure to “do it all” during Thanksgiving sales. Rather than try to run four different sales from Black Friday through Cyber Monday, Greenhouse Home has a #ShopSmall weekend sale.
“I also have Santa photos in store on Shop Small Saturday to try to generate additional excitement and energy in the downtown core community.”
That’s smart and a fabulous example of creating an additional motive for families to visit (and hopefully purchase something) rather than shop online at Amazon.
People love an experience with their outing, so if there is a Santa photo-op, that’s a great excuse to see what else Greenhouse Home has to offer.
Staying creative to compete with the big guys.
Discounts are not the only way to market yourself, as a small business. An alternative approach is a “value-add” promotion. These can increase awareness of your brand and create an incentive for people to visit, connect, and buy. BreAnne’s idea of having Santa photos on Small Business Saturday is a great example of how to boost a customer’s in-store experience.
Adding value can also mean adding an extra service or specialty product during this holiday rush. Maybe you have a specialty tasting or live webinar, for example, that requires VIP tickets or reservations. Corey of Makeworth Coffee Roasters (@Makeworkthcoffeeroasters on Instagram) is also a big fan of the “value-add” approach.
“Bringing something extra special to people during the holidays is one creative approach we love experimenting with.”
-Corey Silversmith
At Makeworth Coffee Roasters, this could mean hosting gatherings and holiday parties at the cafe, and ensuring that guests have everything they need to make each gathering special.
“And we don’t stop at hospitality,” Corey says. “We’re also a full-service specialty coffee roasting company with a separate large roasting facility in a Bellingham business park. We are also an authorized reseller of some of the best coffee equipment in the industry and can supply incredible coffees along with some of the best pricing you can find on coffee brewing equipment for your home or commercial space.”
Unique, right? They’re doing it right. And I’m not just saying that because I love their coffee. Speaking of unique, if you love coffee–or know a Bellingham-based coffee lover–consider gifting them the Makeworth coffee subscription program that ensures you don’t run out of coffee at home. Buying coffee via this subscription saves folks money and time, since it is 10% off.
Small businesses in Bellingham are going the extra mile (and it shows).
Corey often starts his day shoveling snow or putting down ice melt to keep guests safe. “The weather in the Pacific Northwest can be a stressor. As it gets cold and starts snowing it makes it very difficult for not only our team to show up to work safely but also our guests.”
That “caring” ethos runs deep at Makeworth Coffee Roasters, as seen by their careful sourcing of coffee and adamant support of fair trade and people-first farms.
“It’s our utmost priority to purchase coffees that come from ethical and people-first farms to combat the real challenges of the coffee supply chain,” Corey adds.
He also cares about fellow business owners, dreamers, and local community members, and offers a few tips:
“I want to thank and acknowledge all of the business owners out there who had a dream and took the steps to bring that dream into fruition. For anyone who is in the dreaming and planning stage of their future business, we want to encourage you to follow your dream and surround yourself with good people who can support and encourage you in the process.”
- Corey Silversmith
BreAnne and Corey both express their deep gratitude for how the local Bellingham community shows up, on snow days and every day.
“We love our small business downtown community. Just know that every time you walk into a downtown store or restaurant you are giving back to the community.”
-BreAnne Green
Shopping small makes a difference: Support the small businesses you love!
If you want a downtown filled with lively and unique things to buy and places to mingle and connect, then supporting small businesses can be part of a larger ethos where you feel good (or at least okay) about paying a little more.
Plus, shopping small is a great way to stimulate your local economy, since 68 cents of every dollar spent) are recycled back into the local economy.
Which to me, sounds like a good deal for everyone, in the long run.
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