Shop Local for gifts
In a 2020 holiday shopping season that promises to be unlike any other, retailers in Berks County are lobbying for consumers’ dollars with promises of convenience and gift ideas not found online.
“We’re not really sure what’s going to happen,” said Keith Schell, owner of Reppert’s Candy in rural Oley Township. “We’re going to push the ‘shop local’ thing over Thanksgiving to try to get the word out.”
Many prognosticators are predicting less foot traffic for brick-and-mortar stores this year, a continuing trend further exacerbated by COVID-19.
“We’re going to start doing more social media advertising to get our name out there, as well as advertise the fact that we have curbside pick-up and an online retail store,” Schell said.
Like many businesses, Reppert’s Candy added curbside pick-up and online ordering options at the onset of pandemic. Beyond curbside pick-up and online ordering, that might also mean reduced hours or by-appointment only at some locations.
Limited inventory could be an issue, too, especially as the holidays draw nearer. JB’s Bike Shop in Shillington had previously cut its showroom floor hours to three days per week in part because product has been finite for months.
“It’s not as bad as it was in the spring and summer,” said Justin Bernardo, owner of JB’s Bike Shop, of low inventory, adding the store is stocked up on accessories such as helmets and coldweather riding gear.
“People have gotten smart about checking to see if we carry something, then buying it right away,” said Bernardo, expressing optimism there are enough bikes to get through the holidays, too.
Another reminder: masks remain mandatory inside most businesses — and may even make a decent stocking stuffer in this unusual holiday season, some retailers are finding.
Even with so many convenient ways to buy from local retailers, ultimately it’s the products people can’t order on Amazon and buy from the big chains that many small businesses are looking to promote this season.
Folino Estate — a winery and gift shop in Greenwich Township, with a second location, Vintner’s Table in Phoenixville, Montgomery County — naturally can sell gift cards to its restaurant, which began offering outdoor seating by the vineyard during the pandemic.
“It’s creating that getaway for people who can’t travel right now,” said Andrea Folino, co-owner of Folino Estate, which also sells wine and select items online. “We’ve actually pulled from a much wider geographic area. We saw a lot of people coming from Philadelphia for first time because we create such a destination, a nice escape they could drive to.”
But the Folinos also decided to get creative when the coronavirus arrived, and wound up stumbling upon a new product that doubles as a great gift idea and can sell year-round.
“A popular item that has been selling for us are sangria kits,” Folino said. “It turned into a great thing that we’re keeping, and we made a white chocolate cranberry sangria kit for the holidays.”
Reppert’s Candy is among the businesses offering something new by opening up a “secret menu” item of sorts to customers who make the trip — Grandma’s cream cheese peanut butter balls.
The confectionary was previously available by private order only. However, Schell expressed concern that due to the store’s rural location and issues stemming from COVID-19, interest in their product may be diminished this year.
“We’ve always been a destination location as opposed to a location where people just drive by and get their candy,” Schell said.
Folino Estate faces its own challenges with winter coming, dining rooms across the state stuck at 50% capacity and outdoor dining likely to take a hit. Still, the restaurant will try to create the festive atmosphere that makes it more than a place to eat and shop, but an attraction.
“We’re a popular destination for the holidays,” Folino said. “We really decorate and go all out, and we’re doing our best to keep that holiday cheer as much as we can.”
More still will use the upcoming Black Friday and Small Business Saturday on Nov. 27 and 28 to drum up business, as well as use those occasions to remind shoppers that local businesses need the support of their communities.