Working for a relatively small retailer myself, I found the article fascinating.
While the story points out that margins for boutiques may be much smaller than those for large retailers, and that trying to compete by offering deep discounts is unsustainable, the opportunity to close the year on a positive note exists if the independent retailers can find a way to entice shoppers with benefits other than severely discounted prices.According to the article, Amy Rutherford, owner of Red Barn Mercantile in Alexandria, VA says, "People are starting to get the fact that good customer service is starting to outweigh just the really good bargain. If we can keep our prices in a range that makes it palatable for people, they will come to our stores."
As a consumer, I completely understand the value of deep discounts, having spent the past two weekends shopping at a local outlet mall with my wife. However, I am also taking the time to get those very "special" gifts at independent retailers. Not just for the quality of the customer service (which generally is much better), but also because there are far fewer lines, easier parking, and more unique products than you can often find in big department or chain stores. There is someone on everyone's list who deserves the extra effort, and it doesn't hurt that shopping at boutique retailers also helps the local economy by providing a boost to small businesses.
Take the time to shop at your local independent retailer (blatant plug coming) or Goodwill store this holiday season. You'll find great gifts that will make you a much more appreciated Santa, while also helping to protect someone's job.
