Has anyone else noticed an alarming number of people shopping in pajamas?
I can’t help but wonder what my grandma would say if she were to walk into a convenience store or Walmart today and see her fellow shoppers in jammie pants and slippers. If she said anything at all, it would undoubtedly be a quiet and gracious hint that they might have misplaced their trousers.
Admittedly, there is a temptation to make all holiday purchases in the attire of my choice from the recliner. But then I quickly remember there are several good reasons to find a pair of jeans and venture outside.
Here are a few:
• Expert advice. Customer online reviews are helpful, but they pale in comparison to talking one-on-one with someone who knows their products. One of the main advantages of independent businesses is that person is often the owner. A trip to the Askinosie Chocolate counter on Commercial Street and hearing chocolate maker Shawn Askinosie describe his cocoa bean varieties and their respective farms is a much different experience than ordering from Hershey’s with the click of a button. There are many other purchases – cell phones, women’s clothing and home accessories, for instance – where I can benefit from professional assistance.
• Power of touch. A picture may be worth a thousand words, but seeing something in person and holding it in your hands speaks volumes and better informs decisions. The ornaments and vases on the Springfield Hot Glass website look great, but those images pale in comparison to seeing them in the shop and watching the craftsmanship that goes into each piece.
• Authenticity. Gifts from local stores such as Red Velvet Shop or Good Girl Art are one-of-a-kind items that can’t be found anywhere else. They’re usually as quirky and fun as the recipient.
• Giving back. Independent retailer 5 Pound Apparel gives 5 pounds of peanut butter nutritional supplements on certain purchases to Nepal Nutrition (founded by Mark Arnoldy, a Kickapoo High School graduate). A much greater percentage of the profits from local businesses stay in the community through jobs, taxes and philanthropy when compared to national franchises. And for some reason, the entrepreneurs I know are intriguing individuals with compelling stories.
Just as fashion tastes change over time, we’re entering an exciting and interesting era for retail. Here are a few big questions: What products will continue to migrate to digital – such as books, videos and music? What products are next to hit the e-commerce wave?
And what will local shops do to continue to set themselves apart from their franchised competitors?
These are questions that will challenge retailers to listen to their customers more closely and provide them with the products they want, at prices they’re willing to pay and delivered as conveniently as possible.
In the meantime, my grandma can be gratified to know I’m not planning on purchasing her gift while sleepwalking.
Rusty Worley, executive director of Urban Districts Alliance, can be reached at rusty@itsalldowntown.com.
