Downtown merchants employ theme strategies
With Christmas just more than a week away, merchants in downtown
Hollister are leveraging what is typically the busiest retail
season by far with a variety of strategies.
Downtown merchants employ theme strategies
With Christmas just more than a week away, merchants in downtown Hollister are leveraging what is typically the busiest retail season by far with a variety of strategies.
Some are familiar. A “Shop Local” poster campaign initiated by a local graphic arts business a few years ago is back. The Hollister Downtown Association helped distribute the posters through downtown businesses.
Eighteen local stores have agreed to extend hours into the evening, to appeal to both their downtown neighbors and to the many commuters who call Hollister home, according to HDA’s Sharlene Van Rooy.
Tonight is dedicated to Santa’s Helpers, with Santa and Mrs. Claus roaming the downtown area and stores open late especially for parents on the prowl.
“I guess Santa still has a little time,” Van Rooy said.
The last evening event is Dec. 21 and it’s Guy’s Night Out, “because we all know guys always wait until the last minute.”
The San Benito County Chamber of Commerce has been extending its hours to offer advice on where to locate hard-to-find items throughout the county.
Twenty participants baked and decorated gingerbread houses that were distributed through 20 downtown area businesses. Visitors can pick up ballots and cast a vote for a favorite house at any of the participating businesses.
The weather was less-than-cooperative, with damp conditions during gingerbread house installation causing a few of them to sag a bit. Balloting will end at the end of tonight’s shopping event. A reception for participants is planned for tomorrow, Dec. 15 at Elegant Touch.
So far, most merchants report that the efforts have not brought new crowds to downtown businesses. But those promoting the events take a longer view.
“It takes time,” Van Rooy said. “We can’t give up on this. We have to do it every year.”
Plans already are being laid for next holiday season, with evening events and perhaps an early opening on Black Friday, the day after Thanksgiving and the traditional start of the annual gift-buying frenzy.
