PFM has collected perspectives from framing professionals around the world on how they are coping during the COVID-19 pandemic. Retailers and suppliers were asked to complete an online survey that asked questions about funding assistance they may have received, their business’s current operating status, and creative ways they are generating business and staying connected to their customers. Data gathered from the survey was compiled into a report for this article.
One major finding of the report was that the vast majority of respondents were still operating their businesses in some form during this challenging time. Of approximately 250 retailers who responded to our survey, about one-third (29%) reported their business as closed. Another 18% said their business was open for pickup, and 25% said they were open for either inbound or outbound deliveries. Smaller portions of retailers said they were doing business online (9%) or were fully operational (9%), while the remainder listed other statuses such as “open by appointment only.” While many reported limited production due to decreased foot traffic, forced shuttering of nonessential businesses, and supplier closures, it’s clear many frame shops have not ground to a complete halt.
Many small businesses have also found short-term relief in the form of pandemic-related funding assistance from federal, state, and local governments and private organizations. One-quarter of respondents said they were awarded funding from either a public or private agency, and another 10% said their application had been approved and were awaiting funds. Most respondents—37%—said their application was pending, while 21% said they had not applied for funding. Only 9% reported having an application denied.
The most common source of funding assistance for survey respondents was the U.S. Small Business Administration’s Paycheck Protection Program (PPP), with 36% of public funding recipients having gotten money from that program. Another 32% said they received one of the SBA’s Economic Injury Disaster Loans (EIDL), while the remainder reported receiving assistance from state or local governments or other public sources. Public funding was significantly more common than private funding; only 25 respondents reported receiving money from a private entity such as Amazon’s Neighborhood Small Business Relief Fund.
Most respondents hailed from the US—91%—and were most commonly located in the Northeast, West, or Midwest regions of the country, respectively. All fell under the category of small business owners, with 78% having one to four employees; 15% having five to nine employees; and the other 7% having between 10 and 99 employees.
Most encouraging of all were the open-ended responses. The survey prompted retailers to describe how they had been successfully generating business since the pandemic’s outbreak, as well as how they had been staying in touch with their customers. Hundreds shared the creative ways they have been fulfilling orders, generating interest, investing in their overall business, and strengthening relationships with customers, creating a “new normal” in which to survive and, yes, even thrive.
On the following two pages, you will find charts that break down the data discussed here. After that you will find several pages highlighting some of the best businessboosting ideas shared with us by retailers and suppliers. We hope their insights and successes inspire you as you adapt your own business to weather the COVID-19 storm and prepare to reopen in the near future.
Where is your business located? (253 Responses)
Including yourself, how many employees work at your business? (253 Responses)
Please select one or more options that best fit your business’s current operating status. (251 Responses - 2 Empty)
Have you applied for or received funding assistance from any public or private agencies? (253 Responses)
Have you received funding from any public agency? (130 Responses - 123 Empty)
Have you received funding from any private agency? (25 Responses - 228 Empty)
We are running a sale on gift certificates. We sent an email to our customer list and promoted the sale on our Facebook and Instagram pages. We have been surprised at how well it is working. We have also had people drop off their art to be framed; we then narrow down some design options and email the customer photos and prices. That has also been working well.
Trudy Frederick, FrameStyles, Minneapolis, MN
I make regular contact with customers via email (Constant Contact), social media, website, and print/radio ad presence. Not to sell, per se, but rather to demonstrate concern and interest, to offer ideas for future reference, and to assure customers we’ll still be in business when this is over. I think it’s important to reach out and, hopefully, remain relevant and visible.
John Miller, J. Miller Picture Framer and Gallery, Mashpee, MA
Our business in Wisconsin has been shut down since March 23 per statewide mandate. Like many framers dealing with this economic situation, we have managed a few framing orders being dropped off during the past seven weeks. We’re also fortunate in that our website continues to function during this time, allowing us to sell many of the gifts and home decor products we typically offer in-store. Puzzles have been some of our hottest items as folks are spending more time at home. When we realized this, we immediately increased our stock and added a curbside pickup option to our website to better accommodate our customers. It all helps, and it might be something for retailers to consider keeping as we move forward into a ‘new normal.’
John Ranes II, CPF, GCF, The Frame Workshop of Appleton, Appleton, WI
I actually have not been trying to generate new business, as we have been closed since the state shutdown on March 23. We are in the shop every day, but we’re working on our back log of orders as well as reorganization tasks. My answering machine and Facebook pages tell everyone we are here for contactless pickup and drop-off, and we have had a few customers take advantage of that. I am going to start ramping up my Facebook presence and sending out emails notifying the public that we will be back in operation within the next week or so, with modifications in place.
Deborah Price, The Frame Shop, Morgan City, LA
After several customers called to see if we were open, we started calling our regulars to do a ‘welfare check’ and to let them know we are open for business. We also compiled a list of open suppliers throughout the US, starting with those listed in the PFM Directory. We posted it on three framing-related Facebook groups and an online forum and have been updating it regularly. By now, it’s almost easier to list who’s not open than who is—and that’s a good thing! There has been a noticeable uptick in framing orders in the last couple of weeks. While we don’t know what the future holds, we are confident that our shared spirit of resiliency will overcome this latest trial.
David Waldmann, Vermont Hardwoods, Chester, VT
I am offering curbside pickup for my custom framing orders. The customer does not get out of their car for this; I go out to them to load pickup items and/or take out items being dropped off. Quotes and photos of design mockups are sent via email, with an option to set up a virtual consultation appointment over FaceTime. Some clients have requested my home address to ship items to have framed and/or repaired. I am also revamping the floor plan of my retail space to prepare for re-opening.
Julie L. Balson, CPF, Gallery & Frame Shop LLC, Fond du Lac, WI
We have continued to reach out to our customers while we all go through these crazy times to let them know we are here and ready to help. We’ve even made a few videos to share with customers as another way to keep in touch. Additionally, we are providing lots of new products like masks, gloves, and disinfectant to help people comply with new rules in parts of the country and keep themselves and their clients safe.
Craig Russell, Active Sales Co., Santa Fe Springs, CA
Having an extensive database of retail customers allowed us to re-market back to previous customers and prospects about puzzle framing, which is a family activity that soared in lockdown. Our sales suffered as a result of our stores being closed and subsequent slow reopening with limited hours; however, we are confident that as a result of having maintained such a strong active database for many years, we will be able to regrow that business.
Glenn Vardy, Frames Now, Melbourne, Australia
Michelangelo has done its utmost to stay in touch with its customers as much as possible through email, phone, text, and WhatsApp during this pandemic. We have taken all necessary measures to keep our staff safe while being able to serve our customers who remain open; mainly online businesses.
Charles Galazzo, Michelangelo Moulding, Montreal, Canada
We have recently been allowed to offer curbside pickup. We have had several previous orders picked up, and have sold a few items from our front window. We have been promoting items on Facebook, Instagram, and through our local Chamber of Commerce. We also have an eBay store.
Cynthia Eckley, Frame Works, Plymouth, MI
I have been posting photos of projects from the last six years on Facebook and Instagram daily. I’ve been hearing from many customers that they are enjoying my posts, which keeps them connected to my business and excited to come back. I’ve also been changing my front window display as often as possible for the enjoyment of passersby. I recently created a funny Easter display with baskets of toilet paper and spring-colored corner samples!
Judy Willsey, FRAMINGS, Armonk, NY
We are holding a ‘Framing Mystery Box Sale.’ To do this, our clients drop off artwork or have it picked up and name their framing budget. We then frame their art with instock materials only. The design is a surprise until we return the finished product. This system eliminates the need to buy new materials and cuts turnaround time to almost nothing. Our clients get a nice surprise, and much of the proceeds go directly to framers who are temporarily out of work. We are also hosting a ‘Safe Distance Art Fair,’ for which our artist clients donated work. We frame and sell the art, raising money for the shop.
Mike Gonzales, Frame Monster Design Lab, Los Angeles, CA
I am selling framed artwork online on eBay and Etsy. I’ve also added e-gift certificates through Square, and have run promotions on Facebook.
Mallory Shawn Jackson, Bay Street Custom Picture Framing, Port Orchard, WA
