Nov 12, 2008

Retailers seek to keep spending local: Only 42 shopping days until ChristmasBy Donna O'NeilWickedLocal.com

Wakefield – Now that the election is over, the business of the holiday season is at hand for local retailers. Although many consumers have barely finished their Halloween candy and costume shopping, there is little more than a month and a half remaining to purchase holiday gift items.

In television ads big box stores are touting the return of layaway options — a concept that offers already cash-strapped consumers a way to pay over a time, a short-term alternative to using credit cards.

In this economy where money is tight and discretionary purchases are highly scrutinized, Wakefield shopkeepers are employing a variety of methods to entice shoppers to stay local.

Customer service is the primary method that local businesses use to keep their patrons coming back.

“We are a small gift shop with a big heart,” said Marcia Boston, proprietor of Silver Clay Fabulous Gifts and Studio. “We offer personalized service in a warm welcoming environment.”

The shop, at 391 Main St., offers a number of personalized and unique items, including memory bracelets and handcrafted necklaces. Boston offers things that “can’t be found in the bigger stores,” including hand-painted glassware made in Wakefield and other items crafted by local artisans.

Second-generation hair salon owner Joe Ciampa, of Philip Ciampa Hair Salon and Spa, 385 Main St., knows that repeat business is key to building on 35 years in business. Ciampa’s father started the business in Lexington. Since then, four locations have been added, including the Wakefield salon and others in Winchester, Andover and Saugus.

“We have a devoted clientele,” said the younger Ciampa. “We are a family-owned and operated business and we know our clients. We have watched them grow up, get jobs, get married and have children and now we are even watching their children growing up.”

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