24 MONTEREY COUNTY WEEKLY NOVEMBER 28-DECEMBER 4, 2024 www.montereycountynow.com And the benefits of shopping locally extend beyond the business where the transaction was made—a study by Civic Economics shows that roughly 48 percent of each purchase at a local business recirculates back into the community, in the form of payroll, profits spent locally by owners and other means. That’s compared to less than 14 percent of purchases from big box stores. Small businesses are also much more likely to be active in the communities where they reside, according to the U.S. Chamber of Commerce, because, after all, their owners live here and have a vested interest in seeing a place thrive. Matsumoto dedicates a portion of her gallery’s space to showcase young emerging artists, including hosting a show of works by Monterey High School students in the visual and performing arts, giving them an opportunity to add the experience to their résumés. To encourage people to shop locally for the holiday season, business groups have created events around Small Business Saturday on Nov. 30. The Pacific Grove Downtown Business Improvement District, for example, organizes an annual holiday open house from 11am-4pm, featuring live music and specials from downtown businesses. Pacific Grove Chamber of Commerce President/CEO Christi Metzner says many people think they need to shop at a big box store to find what they need, when in fact they can find most, if not everything, at their local merchants. “It’s for the uniqueness,” she says when asked about why people should shop at a small local business. “You get more personal service, and the quality is better.” ✦ That kind of experience is what separates local shopping from those at big box stores and online—and perhaps is something people are rediscovering after the pandemic times, when the convenient-but-soulless online shopping from home was nearly the only option. Brick-and-mortar establishments are hard-pressed to find ways to compete with the convenience of online shopping. There’s perhaps nothing easier than shopping on your couch at home wearing sweatpants, while your cat eyes you for attention. So businesses must offer something that online retailers can’t—an experience that can only be had in person. Terms such as “retailtainment” and “experiential retail” have gained steam in recent years, referring to shops that offer in-store events (such as Free Comic Book Day at Monterey retailers Intergalactic Imports and Current Comics), have interactive displays and help customers feel comfortable (Wieland, for example, says she helped bottle feed a customer’s baby as she browsed the store). Lori Marcus, who opened Whimsy on Lighthouse Avenue in Pacific Grove in June, says she takes ideas from guests on what they’d like to see in her store of vintage and new gifts and decor. Interacting with customers is important, Marcus says as she greets a young woman who walks in, noting that she aims to treat customers how they want to be treated—whether that’s letting them browse the shop alone, or if they want to chat and ask questions. “I’m really excited and tickled by the fact that I get repeat guests all the time,” she says. “I’m so appreciative when anyone walks through the door. I feel like I’ve got to do it right the first time.” At The Quill, the store feels like home, where the scent of candles greets customers as they walk in, and friendly staff offer a casual hello. Loftus says one of the best compliments the shop receives is from customers who say they walk into the store feeling depressed, then leave feeling uplifted. “Our regular customers get us through,” she says. “We know them by name, they know us, we know what’s going on in their lives.” But it’s on the customers to make sure this continues. “If you want the guarantee that we will be here next time you visit, you’ve got to support us,” Jonson says. A customer browses the shelves at The Quill for a holiday greeting card.
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