Posted Date: 5/1/2009

What is your store doing to survive the economy?

"I have been doing many bridal shows and have been very conscientious about writing specific information on their registration form and then doing a follow-up e-mail immediately after the show. I have booked many appointments as a result. This certainly is helping with the cash flow. We have been taking advantage of any FREE advertising that we can get - asking for discounts on bridal shows, etc. We have also been doing a lot of p.r. in the local newspapers regarding our business."
Elaine A. Barker, Owner
Paper Potpourri, Haverhill, MA

"We are:

• Cutting overhead by reducing payroll (hours). Unfortunately, this affects the employees.
• Pressing vendors for improved terms.
• Looking for vendors who ARE NOT selling their souls and product to big boxes. This is harder than it seems, but it can be done. The major vendors who do have an audience with big boxes and sell their products to them are seeing a reduction in space in our stores. Reducing inventory levels and order sizes, relying on more frequent, smaller orders.
• Clearing out slow-sellers quicker. People are looking for sales anyway, so this answers that need and turns inventory to cash.
• Of course, we're bending over backwards for the customer, but we have been forever. All smaller businesses fighting to survive have been doing this too, or else they wouldn't be here now.
• Trying different types of advertising like e-mail blasts. It's still too early to gauge the effectiveness of that. Otherwise, we pay a lot of marketing fees for advertising to our landlords, so we don't have a lot of dollars available to increase advertising.

It has been brutal for at least six months where we are. I anticipate another six months of misery followed by a period in which sales don't fall off but rather level off. I don't see a significant period of real growth before sometime in 2010."
Dick Visconti, Owner
The Papery of Shrewsbury, Shrewsbury, NJ

"What am I doing to survive is a good question. I think about it almost every day. I am watching employee hours very carefully, limiting my ordering and actually doing a bit more advertising. Also, I am trying to keep my store looking fresh and a fun place to shop each day. The one thing I am not doing - although I do worry a lot about my future in retail - I am not losing sleep. (This is probably more a function of my personality.) Getting good sleep, eating well and keeping my sense of humor will help me through this most stressful economic time in my life."
Gail Licciardello, Owner
Paradiza, Portsmouth, NH

"Being creative! We have always had plenty of individual envelopes and card stocks in our pantry (stockroom). We've downloaded fun art, great typestyles and created interesting setups to use our stockpiles for stationery and invitations. I guess you could say: reuse, recycle, recreate!"
Sue Valenti, Owner
Paper Place, Nashville, TN

"I have reduced payroll by adjusting hours for part-time staff as well as full-time, and by scheduling myself on the sales floor more often. This is a win-win, because I can do a better job at ordering and tracking inventory when I am working with customers more often. We also shortened our day by one hour each day of the week. This was also not difficult. We were open until eight p.m., and closing at seven p.m.does not seem to inconvenience any customers at this time. Instead of squeezing in a bit too much inventory, we are now able to make nicer displays with a bit less inventory. I have continued to bring in new inventory, just not rush to reorder right away."
Monica A. Bloodsworth, President
The Paper Shop, Timonium, MD

"Promote, Promote, Promote. At the Monogram Shoppe, we are planning a promotion every month to draw brides and customers to our shoppe. February 1, we had Super Bride Sunday where we had specials in the shoppe to bring the brides in. It was from noon to four p.m. so that it did not interfere with the game, but gave the brides something to do while the men were watching pre-game television. It proved very successful, and we are planning to do it again next year. We had a Bridal Shower Sunday in March; a Lilly Pulitzer Day in April to kick off the new Lilly Pulitzer line of stationery; and a trunk show for a new line of tabletop in May. The shopping-center merchants are trying to work together to have something every month, as that seems to be the key. Any promotion that a stationery company is offering we try to promote via e-mails and newspaper advertisements. The only way to move forward in this hard economic time is to be creative, and we are trying our best to come up with a new idea every month. We want to see 2010."
Sara Keltsch, President
The Monogram Shoppe, Ft. Wayne, IN

"We are keeping an upbeat attitude in the face of the economy. Our customers are struggling too, so they do not want to hear that business is slow. By keeping a fun and unstressed attitude, I find that customers are visiting longer and therefore finding one more thing that they need. Next, we are keeping payroll to a minimum. It is me all the way except when necessary. And, for the first time, we are closing one day per week for our slow season. We are shopping wiser and leaner. I am drawn to vendors who will let me order only what I need (within reason). And I am shopping with vendors who are really trying to understand what we are going through in these trying times. I know that vendors have been burned by stores going out of business, but I am hearing horror stories about vendors being rude and just unfriendly to buyers they have dealt with for years and years. On the other hand, vendors like Odd Balls and Notes and Queries are projecting a VERY positive attitude towards us. They are going out of their way to make it easier and more pleasant to do business with them. It is these new relationships that I will take into the new, strong economy that is coming - soon, I hope."
Jean Betses, President
Village Paperie, Kennebunkport, ME

"The best thing we are doing (and hope it matters) is to portray a very positive attitude to our customers; reducing the size of our ads; buying the same price merchandise, but less of it; doing special promotions that we never did before, like 10 percent off coupons; and carrying interesting, environmentally friendly items."
George Breslau, Partner
The Paperia, Philadelphia, PA

"We're doing anything we can to keep the momentum going. I started a program in February called 'Thursdays at Two.' I invited a master calligrapher to come and write the love notes that clients bring to send or give to their special someone. They chose either a white card and red envelope for the calligrapher to write on, or a bookmark that we designed with a red ribbon and cupid. The name went lengthwise on the bookmark. I served chocolates, yummy pastries, tea and wine. My next 'Thursdays at Two' featured a Mont Blanc/Montegrappa pen event, with sweets, tea, wine, hors d'oeuvres and music. Other Thursdays will offer a Jane Marvel Trunk Show as well as an Agraria Trunk Show. Advertising is done by brochure, mailed and e-mailed, and free advertising on the local Front Page. That's as far as I've gotten. I continue to buy, but not as deep; and I think twice about my price points. Most important, I'm careful about staffing, as that's a big part of my operation. It is hard to cut, as it leaves me on a bit more than I want to be. I think we're all in this together, and welcome knowing what others are doing."
Eileen Hays Wallace, Owner
Write-On Sarasota, Sarasota, FL

"We are just doing what we've always done to the best of our ability. We try to be mindful of each customer's needs and budget. Customer service has always been one of our strengths, and we are fortunate that we continue getting referrals. We have not reduced our staff, which is wonderful, as our staff is the best. We are looking closely at items that may have been around our store too long and deciding what to eliminate and what to keep. We want to keep a fresh look while being mindful of spending on items that are 'iffy.' We are sad to hear of vendors either closing or drastically changing their lines, and we say a little prayer for all of us during these unstable times."
Beth Buchanan, Owner
Buchanan Ink, Nashville, TN

"What haven't we cut back on in this economy? We have stopped any extra things that we can live without, like our postage machine; we take things to UPS instead of paying for a daily pick-up, etc. Just like everyone else, the small luxuries are the first to go. I also have not hired replacements for certain shifts, since we are not as busy. We are not buying as deep in any category, and there may be some empty spaces for a bit longer than normal. All in all, the customers have been great. They know that their lack of discretionary income has affected us, and they remain loyal with whatever dollars they do have to spend. Bottom line: we are all in the same boat!"
Paige Quillin, Owner
Greetings and Salutations, Alexandria, VA

"We're really working hard on this and we're trying lots of things:

• We're ordering less stationery and invitation stock and fewer gift items (I skipped the N.Y. Gift Show this year).
• I'm placing smaller orders and having orders come more frequently. There is less stock on the shelves - and the store looks much fresher now that it's 'leaner.' The only large orders I placed have 60- or 90-day dating, a real incentive. (Dating makes me take a second look; five percent off doesn't.)
• Though I hate orders paid with a credit card, I did place a couple that way because of a 15 percent discount. I offered to pay pro forma, so the manufacturer could avoid the transaction fees, and I was surprised they still preferred a credit card - a sign to me that times are uncertain for everyone.
• We're changing our window decor every two to three weeks, rather than every four to five. Ours is a pedestrian street with lots of coffee places and restaurants, and people walk by all day long and into the evening. A good window makes a huge difference.
• We've rearranged the store so that custom-order gifts and stationery are right up front.
• We're e-mailing customers with a monthly special. Even if they don't buy what we're featuring, they see the store name.
• We've made phone calls rather than sending postcards for the winter specials by Crane and William Arthur - very effective.
• I've joined the Internet generation, reading blogs and going to creative websites to find new sources.
• We're setting up training sessions with companies we don't sell very well, to educate the staff.
• We're doing lots of custom estimates. Quick turnarounds and our prices are very competitive, especially for invitation orders that we don't have to assemble.
• We change our website a little bit each month. We love companies that have digital artwork, as it goes right onto the site.
• I've gotten more active with our local business association.
• I've given the staff a big talk about customer service, greeting everyone and about not forgetting that shopping is an 'experience' - that's why malls have water features and music. If a customer likes the 'feel' of a store and thinks of staff as friends, and if the store is pretty, has nice music and smells good, people will come back again and again."

Edie Frere, President
Landis Gifts & Stationery, Los Angeles, CA

"We feel very fortunate to be focused primarily on weddings, since even with a down economy, people still get married. At this year's Seattle Weddng Show, we did a 'show special' for the first time, offering brides a discount on invitations if (and only if) they made their invitation appointment at the show. We had an amazing response to that promotion and probably booked brides who might not have otherwise because they came to the show looking for a 'deal.' We are not a 'discounter' under normal circumstances, so this two-day promotion was a test for us and has given us a healthy start to the new year. We just felt because of the economy being what it is right now, we needed to step up and offer something above and beyond our top-notch service and excellent selection of inventory - those items are hard to convey to a crowd with only the bottom line in mind when they're trying to stretch too little money over too many necessary items. We are, of course, hoping for an economic recovery during 2009, so we can put the focus back on what has made us stand out in the crowd for so many years."
Gayle O'Donnell, Owner
All About Weddings, Tukwila, WA

"We have done a complete remodel and added paper-crafting classes and birthday parties! During this difficult economic time, we are committed to staying connected with our customers and are looking forward to this means of doing it. They like to get together in the super-fun space that we have created!"
Laura Kelly, Owner
Funky Monkey Paperie, Apex, NC