Dec 4, 2008

Some merchants get creative to boost salesBy Erin Gibson AllenPost-Gazette.com

Pleasantly surprised, but still cautious, is how some owners of mom and pop stores in the South Hills are rating this holiday shopping season so far.

Some local business owners who traditionally have brisk sales breathed a sigh of relief Friday, Black Friday, the traditional start of the holiday shopping season, because foot traffic was higher than expected.

A 20-percent-off sale lured customers to Tutto Bella, a florist and gift shop in the Galleria in Mt. Lebanon, said owner Marty Juliano, of Baldwin Township.

Many customers said they would continue to patronize their favorite stores this year, but would buy fewer items, Ms. Juliano said.

While sales are “pleasantly surprising,” she said that she is uncertain what the rest of December will bring.

“I am still cautious,” Ms. Juliano said.

If her business needs an additional shot in the arm, she said, she might offer a wine and cheese party and a second holiday sale.

Ms. Juliano has not yet compared current holiday sales with last year’s.

The business woman was one of several business owners South interviewed last week [“Holiday worries local merchants” Nov. 26] to monitor how they will cope with the lean economy. We checked back this week.

Despite Ms. Juliano’s optimism, many Black Friday shoppers were drawn to big sales at large department stores, which poses a challenge to specialty retailers, said Doug Fleener, the author of “The Profitable Retailer: 56 surprisingly simple and effective lessons to boost your sales and profit.”

Specialty stores need to find a way to compete, he said.

Read complete article.