Braving throngs of people, searching haphazardly for a parking
space and relentlessly traversing malls and outlet stores are
aspects of holiday shopping that can intimidate the most tenacious
shopper.
Downtown merchants are hoping those problems will encourage
shoppers to stay in town and shop local this holiday season.
Braving throngs of people, searching haphazardly for a parking space and relentlessly traversing malls and outlet stores are aspects of holiday shopping that can intimidate the most tenacious shopper.
Downtown merchants are hoping those problems will encourage shoppers to stay in town and shop local this holiday season.
Not only is the pace less frenzied, but the money shoppers spend will benefit the town’s economy in the long run, said Theresa Kiernan, executive director of the Hollister Chamber of Commerce.
“I don’t think people have any idea that they are directly impacting this community by not supporting it with sales,” she said. “If you live here and you’re not supporting the local businesses, then you are contributing to our community not being successful and not being able to meet its financial demands.”
Many people don’t realize that 25 percent of the general fund is dependent on sales tax, Kiernan said, which means that a quarter of the city’s spending relies on patrons opening their pocket books within the city limits.
Merchants are trying to accommodate holiday shoppers by extending their hours on certain days, such as Friday and the weekend, having sales and working together to foster a sense of unity and community partnership, Kiernan said.
Because many downtown stores have a boutique look and feel to them, there is a stigma that the prices will be too exorbitant, and the drive to a larger retail outlet or discount store is worth the hassle, she said.
“(Changing that) comes with stores reaching out to the community – making it convenient, offering discounts at different times,” she said. “It also has to come from a pride in living here and supporting the community.”
Kelly Owczarzak, owner of Kelly’s Gift Place on San Benito Street, opened at 5 a.m. the Friday after Thanksgiving for an early morning shoppers special, and hopes to continue to have great sales and customer service to keep the place busy throughout the season and on into the new year, she said.
“There’s just a multitude of us down here that pretty much can beat prices and service of the outlets,” Owczarzak said. “People don’t have to race to the mall to get that one sale, when it’s actually in your own backyard.”
Many people have come into Owczarzak’s store with the same story about mall shopping- that they were overwhelmed with the quantity of people in general, the rudeness and the frenzied setting, she said.
She challenges residents to speak out to why they don’t shop locally, which could be invaluable information to merchants trying to entice them into their stores, she said.
“From a customer’s standpoint – what do they want to see from us that we’re maybe not providing,” she said.
Unique gifts that you won’t find anywhere else is what Jessica Walker, co-owner of the Old Flower Mill downtown, is hoping will bring more foot traffic into her shop, she said.
“We’re trying to offer something that’s very special, very much a part of the area and reflective of the community,” Walker said. “It’s not something you’re going to find in Middle America or in L.A. It’s a personal thing.”
Providing free gift wrapping, longer hours and a personal touch are things Walker hopes will lure people into her store, and consequently into other downtown businesses as well, she said.
If people would take the time to explore the downtown shops it would open their eyes to what they have, and they wouldn’t have to spend a lot of money to do it, she said.
“There are things in all price ranges down here,” Walker said. “There are some things that are not for everybody, but there is a variety if you take a moment to explore. It’s a real jewel.”
Hollister resident Kit Bartkowski’s philosophy is not to take a single penny out of town, she said.
She’s done almost all of her Christmas shopping locally, especially at Just Friends on San Benito Street, and preaches to people to follow her example, she said.
“I love the merchants, I like being personally recognized,” Bartkowski said. “I don’t know why people leave (to shop). The prices are very reasonable – I think they’re very competitive with any of the big stores.”
The friendliness of the downtown is what brings many people into downtown stores, and is what Martha Blaser, owner of Just Friends, is banking on to keep her shop successful.
“I’ve had more people come in and say, we love coming here because we feel good when we walk in the door,” Blaser said. “Most of the retailers in our town are very friendly. They’re very personable and they want you to come back.”
