Local merchants working to lure holiday shoppers
Amid the din of the price wars waged by national retailers, Long Island’s small merchants have been creating a buzz of their own, using every strategy — both old and new — in their arsenals to boost customer traffic and sales.
While they cannot afford the drastic price slashing common with big-box retailers, many of these smaller retailers said they started their sales and Main Street shopping events earlier than last year. They are using coupons, gift card rewards for their loyal customers, even group shopping events.
Some are adding decorations, lighting and evergreens for a more festive environment, and are reminding their customers that they offer what many larger stores and malls don’t: unusual gifts, convenience, amenities like free wrapping, and a sense of place and community.
“A lot of them [local merchants] are doing advertising they haven’t done before,” said Ron Edelson, executive director of the Great Neck Plaza Business Improvement District. “Everyone, and rightly so, is concerned how good this shopping season will be, so a lot of them have gotten in their advertising early to offer incentives and other offers.”
