BUSINESS

Savannah stores ready for holiday shoppers

Katie Nussbaum
knussbaum@savannahnow.com
Byrd Cookie Co. had a steady stream of customers this week ahead of Small Business Saturday.

While Savannah’s small businesses and many big box retailers such as Target, WalMart and Oglethorpe Mall will be closed on Thanksgiving Day, they’ll open their doors early Friday and Saturday for shoppers, who will be ready to open their wallets as the holiday shopping season officially begins.

Despite the impact of the COVID-19 pandemic, the National Retail Federation estimates that shoppers will spend about $997 on gifts this year, down $50 from the 2019 estimate, according to the NRF and Prosper Insights and Analytics’ annual survey.

The NRF also expects November and December sales will increase between 3.6% and 5.2% over 2019 to a total between $755.3 billion and $766.7 billion. Last year November and December sales grew 4% over 2018 to reach $729.1 billion.

“That’s a lot of money to a lot of people and if you look at a survey like that, it’s on average across the population, so it’s going to be more or less, depending on your specific situation,” said Thomas Beusse, executive director, Georgia Retailers.

“I think even with the economic trials and tribulations we’re looking at as a result of COVID-19, also as a result of this pandemic, people are wanting some good cheer around the holidays. I think people are missing people, they’re missing events and they’re missing their day to day lives… I think folks are ready for some Christmas cheer.”

Margaret Lightsey, owner of Midge, a clothing boutique on Broughton Street, said she feels the pandemic has helped bring awareness to the importance of shopping small and eating local.

“I am hopeful for the holiday season; it is the customers and loyal patrons who have helped us make it through the year,“ she said.

Shopping small and local

After a rough start to the year, Savannah’s small business community is also preparing for the holiday shopping season. While Black Friday might officially kick things off for the big box stores, Saturday is the time to shine for local shops.

Created by American Express in 2010, Small Business Saturday aims to fill the most pressing need of small and local business owners — getting more customers during the holiday shopping season.

According to the 2019 Small Business Saturday Consumer Insights Survey from American Express, shoppers spent an estimated record high of $19.6 billion at independent retailers and restaurants last year.

To mark the holiday shopping season, Midge will offer 25% off all full price merchandise Friday to Sunday.

“I do feel both sad and extremely grateful this Small Business Saturday, as I’ve watched so many shops, restaurants and clothing lines not make it through the year,” Lightsey said.

“I am very humbled to be able to celebrate and hope customers realize how appreciative we are for their support.”

Many shops and brands are trying to anticipate what customers will need or what will make their holidays feel special, even in a year with less parties and traveling, she said.

“I’ve heard the word of the year is ’pivot,’ and I think that is very true for restaurants and shops alike. If you are not able to function normally, what can you do?” she said.

The shop has been offering free shipping since the pandemic started and will continue to do so throughout the end of the year. While they haven’t been able to offer curbside pick-up due to construction on Broughton Street, Lightsey has made personal deliveries to customers in Savannah.

“I’ve relied a lot on social media and have definitely saw an increase in our shipping sales this year,” she said.

Online shopping and curbside pick-up

While most store have had safety guidelines, including a mask policies and social distancing rules in place for several months, Beusse said others have also spaced out their sales to help limit the number of people in the store. So instead of just Black Friday, they’ve turned it into a week or several weekends of deals.

“We want people to come, but not everybody come at once and to be safe when they do,” Beusse said.

Even though stores are prepping for crowds after the turkey and stuffing is put away, a lot of shoppers will be checking off their list from home. According to the NRF, 60% of shoppers said they planned to shop online, up from 56% last year and the highest in the survey’s 17-year history.

Additionally the NRF expects that online and other non-store sales, which are included in the overall November and December sales estimate, will increase between 20% and 30% to between $202.5 billion and $218.4 billion, up from $168.7 billion last year.

“Even if you don’t want to get out and about, even though it feels like a lot of people do, our web has been crushing it. We’re probably up 30% (compared to last year) online,” said Geoff Repella, president of Byrd Cookie Co., adding that a lot of those orders are being shipped locally.

To make things even easier, Byrd has implemented curbside pick-up at their Pooler and Waters Avenue locations.

Aside from the favorites like Key Lime Coolers and Scotch Oatmeal cookies, Repella said there are lots of new sweet treats on the shelves this year like, brownies, soft baked cookies and s’mores.

“We love that people take our cookies home and make them part of their celebrations. We love that they send them to parts far and wide to share that taste of Savannah and we’re absolutely blessed to be a part of so many Savannahian’s lives,” he said.

A wide variety of cookies were available for "no-touch" sampling at Byrd Cookie Co. this week.