HIGHLAND LAKES — In an effort to drum up business, merchants in the Highland Lakes are consulting their bag of tricks this holiday season for creative ways to entice consumers and stimulate sales.
According to predictions issued by the National Retail Federation on holiday spending, sales are expected to grow by a paltry 1.9 percent this season, compared a more vigorous figure last year. Nevertheless, consumers are still clamoring for great deals and the nostalgic feeling that accompanies the holidays, said NRF President and Chief Executive Officer Tracy Mullin.
“Americans may be hesitant to purchase expensive gifts this holiday season, but personal and practical gifts will resonate most with shoppers this year,” Mullin said. “Though many companies have already been featuring substantial sales and discounts, retailers may still have a few tricks up their sleeves to attract and entice holiday shoppers.”
For local retailers such as Lori Nash, co-owner of Smartie Pantz in downtown Marble Falls on Main Street, one trick is to highlight the shopping experience just as much as the inventory itself.
“It’s a fun experience when you shop in the older part of town,” she said. “There’s nothing else like the old buildings and architecture down here. We often have big groups of women coming here who want an experience. It’s entertaining and it’s a way of bonding with their friends. It’s good for us and it’s good for them.”
Setting the stage is important to the destination-shopping experience. The window of Nash’s boutique features a miniature forest of cotton candy pink Christmas trees punctuated by bright, oversized Gerber daisies.
“We went around looking for ideas to decorate, and we always try to keep it really bright with fun colors,” Nash said.
At Ah-Ha in Marble Falls Old Oak Square, the downtown boutique on Main Street is adorned from floor to ceiling with holiday flash and panache.
Manager Sharleen Reitz said the atmosphere does wonders for shopping morale.
“It really helps. But that’s what we do in our store. We make customers feel good and have a good time,” she said
While whimsical windows certainly attract passersby, Dortha Coalter’s strategy is to appeal to the savvy consumer who might be looking for a practical buy this holiday.
Coalter, who owns The Bookshop on Main Street in Marble Falls, said her store has plenty to offer for the more pragmatic customer.
“Our big emphasis this season is to shop wise and shop smart — to give a gift that lasts, not something that you’ll just end up throwing away,” she said. “If you give a book, that’s something that will still be around for years to come.”
Coalter added that in addition to providing practical gifts, her shop will also offer a festive atmosphere with all of the usual bells and whistles.
“We’ll have music, book signings, cookies and of course we decorate to try and make it very festive,” she said.
Many local store managers are stepping up their customer service to pamper consumers with amenities ranging from coffee and hors d’oeuvres to complimentary gift-wrapping. At Accents Boutique, located at Avenue H in Marble Falls, Manager Stacia Dodgen said plans are even in the works for an invitation-only special shopping event.
“We’re planning to keep our doors open late for loyal clients who have been shopping with us for a long time. We’ll handpick these top customers and send invitations for an evening private shopping event. We’ll have food and drinks, gift-wrapping and it will be a relaxing, non-stress shopping environment,” she said.
Dodgen added that her boutique provides customers with all of the extras that one might expect from a larger store.
“The nice thing is that we can offer exclusive gifts, free gift wrapping, services like you would find at any big store, but it’s not such a corporate feel,” she said.
Another secret weapon for the small-town specialty store is unique merchandise. Casey Blair, manager at Blair’s Western Wear in Marble Falls, said holiday plans at her shop include extended shopping hours and trunk shows where vendors come in and set up merchandise which may not be available any other time of the year.
“It will be things like belts and handmade purses. I think we’ll see a lot more people staying local,” Blair said.
Jayne Meyer, owner of Encore Consignment on Fourth Street in Marble Falls, is offering special merchandise during December as well.
“We’ll have a lot of Texas designers in, mostly local people,” she said. Featured items will include jewelry and handbags for ladies and baby items such as bibs and dresses, which can be custom-designed and in some cases monogrammed.
Dawn Capra, owner of Serendipity Books in Marble Falls, said she plans to have several author signings during December in addition to a sale targeted towards holiday shoppers.
“I’m feeling more and more confident,” Capra said oft he approaching shopping season. “Things got a little slow during the (Nov. 4 ) election, but I’m pretty sure it will pick up.”
Dodgen agreed.
“Since we’ve relocated, traffic has grown and we have had some new clients,” she said. “Of course there are good days and bad days, but for the most part, we’re optimistic.”
