A BOOST TO THE BOTTOM LINE

by Jennaye Derge

Year after year, it seems holiday wish lists grow longer. Once you feel all your seasonal shopping is finished, inevitably, you find something special to add to the pile of presents ready for wrapping in the weeks that follow.

It’s always a nice feeling to give to those you love, and small businesses in Durango try to make it more simple to find quality goods at affordable prices year-round.

The holidays inspire increased activity among community members. With many attractions and events that bring people downtown, such as traditions like The Polar Express, Singing with Santa and Festival of Trees, our restaurants and retailers embrace the season, and everything that comes with it.

During the holidays, Durango is the perfect place to find awesome gadgets and gifts for every person on your list. Of course, small businesses expand the inventory of goods for the holidays to get an extra boost to the bottom line during an otherwise average season. However, many of these business owners are just happy to connect with more of the community.

“For Maria’s Bookshop, it is the incredible community support that makes the holidays successful,” said owner Evan Schertz. “The holidays are a fun, social time at Maria’s Bookshop. By the end of the season, it often feels like everyone in town has been through the shop.”

Retailers acknowledged serving an influx of visitors during the holiday season as well. Durango’s festive atmosphere has a way of bringing people together, even in colder temperatures. That’s great news for an independent retailer’s sales numbers.

Animas Trading Company owner, Cathy Wakeman, said that in the past years, sales at the retail store increased around 17% during the holiday season.

“It’s a big number,” Wakeman said. “And we as merchants need those numbers by the end of the year.”

Owner of Sorell Sky Shanan Campbell said the sales during the holiday season are similar to the height of the summer. The stores are busy and the numbers go up.

“The sales are very strong, and we see a tremendous number of local clientele who do their holiday shopping with us year after year.”

Finding the customers that want to come back on a regular basis helps to consistently boost end of the year sales. Tippy Canoe owner, Sharon Taylor, said many retailers strive to give back to the local community yearround, but especially during the holidays, as a thank you for supporting the business, too.

“Tourists are great, but it’s the support of the locals that keeps a business alive,” Taylor said. “Without our locals we have nothing. They are the baseline of our business.”

So how do these businesses make sure they hit those numbers during the important holiday season? Retailers unanimously agree that keeping customers happy means they can count on locals and tourists to come back time and again, throughout each season.

“What makes a sale successful is different for everyone,” Taylor said. “Hearing people happy about what they find in your store is one way. Making the sale and seeing the smile it brings is another reason.”