It all started with a podcast. Those darn podcasts!! Filling our heads with all sorts of information that we don't really need. Or maybe we really do? I was listening to a podcast about small retail businesses and why the concept is outdated and stupid. WHAT???
The podcast host went on to explain that in the past, people shopped in stores because that's how they got the things they needed. Mail order was always an option, but for the most part, people went to stores to shop. Then along came the internet and within a very short period of time, malls were abandoned, huge department store chains filed for bankruptcy and retail shopping as we knew it collapsed. As a society, our shopping habits changed. We no longer had to go into stores to get the things we needed or wanted. In fact, we could sit in the comfort of our own homes and find almost anything we desired on-line. And the selection now available to us was virtually endless. Then Amazon Prime opened the door to free delivery and free returns. Consumer shopping habits had changed, but more importantly, consumer expectations had changed. And small retail stores began to go the way of the dinosaurs.
I was raised at a time when shopping in stores was an experience. Going to the mall was a social opportunity. For me, there's a certain thrill that comes from finding just the right item or searching through the sale racks for the best bargains. To this day, I still love stores and I shop when the opportunity presents. But the joy of shopping in a brick-and-mortar (physical) storefront does not seem to be as important as it used to be. Many people just don't shop in stores anymore.
By now we all recognize that consumer shopping habits have changed significantly in recent years. But here's something most people probably don't realize. When you own a small store, you spend all your money buying inventory to put products on the shelves. Then you sit patiently waiting for someone, anyone, to walk through your door. Once you actually get people into your store, you have to hope they want to actually buy some of the products you have for sale. (And you REALLY hope they don't get on their phones and start price-shopping in front of you, which happens more often than you might think). A small business owner often cannot compete with the internet when it comes to selection and price. And most customers are very familiar with the ease of on-line shopping. Put all those factors together, and it's easy to see why the podcaster suggested that brick-and-mortar retail is a stupid idea.
And yet....
I guess I must be stupid, because I still love the idea of brick-and-mortar retail. Since I closed my own small store, The Foundary, in August of 2023, I've been trying to get an on-line store set up. To date I have about 70 items for sale in my on-line store. That's it. I'm still working on it, and I hope eventually to have hundreds of items available for sale on-line. But my heart is still in face-to-face retail sales. I enjoy it so much that I've actually opened a small "Pop-Up" shop in my rented office space. I only open the Pop-Up Fridays and Saturdays, but it's been enough to keep me connected to real live customers, which I enjoy tremendously. I hope my on-line store is successful eventually, and I will put great focus and energy into trying to achieve that. (But I will admit it's not nearly as enjoyable as working at The Foundary). While part of me still really misses the brick-and-mortar store, I'm not quite ready to re-commit to full time retail. Instead, I'm hoping the combination of on-line sales and the Pop-Up shop will be the right mix for me. I suppose time will tell.
But what if owning a small store really is a stupid idea? It's a job that requires far more that 40 hours per week. The paycheck isn't great (people seem to believe that all small business owners are wealthy - nope). It can be very draining, stressful and frustrating. There is limited flexibility in your schedule, and "paid vacations" are a fantasy. There is no benefit package and no pension coming after you retire. And yet...there are still plenty of people out there willing to own and operate small retail stores. Me included. And maybe that means we're all stupid - but I don't think so! I think many small retail store owners have simply found a career path that brings them a sense of accomplishment, a source of pride and a lot of satisfaction. We've found a way to actively express our creativity, to surround ourselves with products we find interesting and to meet new people every day. And there is absolutely nothing stupid about that!!
I firmly believe there are still opportunities for small retail stores to thrive despite the challenges created by internet shopping. I believe there are still plenty of people out there who enjoy "going shopping" and who look forward to visiting an actual store. And I absolutely believe that as long as there are still people who want to shop, there will still be small retail stores for them to shop in. At least I hope so.
Danna
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