New - Summer 2024 Window Display "Big Fish Eats Little Fish"
One of the many things I have discovered since opening the shop is realizing how much I enjoy designing and executing my window displays. I am fortunate to have two very large picture windows facing onto Main Street. My windows serve as a means of attracting folks who otherwise might not even be aware my little shop exists.
It’s a powerful marketing tool, one which I take full advantage of with seasonally appropriate displays sometimes featuring products from the shop, other times the display is pure fantasy. And then there are times when one makes a subtle statement….”Big Fish Eats Little Fish”
As a small business owner there are countless challenges, the least of which is “How do I compete with the “Big Fish” like Amazon?” Truthfully I can not and I do not. I very intentionally curate a selection of products that are unique finds. These are products you will not find in a big box store, nor on a large online marketplace.
The products represented in the shop are local, handmade and most likely by a women owned business. That is my winning combination, my “secret sauce” which sets my shop apart from the corporate giants. You will also find outstanding customer service and a real person behind the counter happy to help and welcome you into the shop.
That said, it does not mean I do not feel the impact of Amazon and similar large retailers. Did you know three out of every four consumers start their product searches with Amazon. Amazon then proceeds to capture more than 70% of the resulting traffic with actual online transactions. This conversion hurts small businesses with an online presence but even more so with brick and mortar stores as it eliminates the need to even shop in person in the first place.
Amazon isn’t proof of a healthy business ecosystem— it’s proof of a single overly dominant player
Amazon doesn’t need your patronage but the small businesses in your own community depend on it. Amazon has steadily gobbled up market share as small businesses nationally have struggled to stay afloat. The loss of just one small business it is more than just economics - it is also a loss for the community.
Shopping at a locally owned small business helps keep money in that community because when money leaves the community — as when a person shops at Amazon — the consumer may enjoy a short-term benefit, but the community does not. When folks patronize locally owned small businesses, it incentivizes the creation of local jobs and encourages the creation of more local businesses.
Small businesses help cultivate trust between citizens, while large chains and e-commerce tend to foster anonymity. Local businesses provide an actual physical space - a place where folks can come together in person and foster relationships. Building these relationships is a vital part of a thriving community because regular face-to-face interactions help to build trust and trust nurtures healthy and strong neighborhoods.
I am hopeful for the future despite Amazons dominance. Retail forecasts have noted Millennials and Gen Z make it their mission to support brands that align with their values and this sentiment is not exclusive to younger people.
According to the National Retail Foundation (NRF), 44% of consumers choose brands that align with their values, and 85% of young people say a brand's social impact is important to them. For some, shopping with values might mean supporting AAPI-owned businesses, or only purchasing American-made products. Others may want to ensure their dollars support Black-owned or women-owned businesses. Still others may opt to prioritize veteran-owned or sustainably-focused businesses. The options are endless but the idea is simple: more consumers are ranking their personal values as their highest priorities when spending their hard-earned dollars. This is good news for small business.
At Sarah Bertochi - Handmade, we are driven by our core values (read more HERE) and we celebrate the trend towards “Value Based Shopping” I would like to thank the other small businesses, the “Little Fish” that chose to participate in my window display - please take a moment to check out their respective website or you can shop their products in my shop.