In the midst of a slow economy, store owners face an extra challenge this month: the days of August — the slowest month — when the whole town disappears on vacation.
Downtown retailers are left behind, with empty stores, but time to focus on promotions or take their own vacations. Contributing further to slower sales this month is a downturn in consumer spending, which slipped by $21.9 billion, or 0.2 percent, in June.
Sue Antoci, owner of the Flair jewelry store, has five locations including Wayne and Oakland. She opened her first store in 1992 and was taken aback by slow sales in August. Now she has sales and promotions to combat the slow days.
“We just try to keep it interesting,” Antoci said. “We send out advertisements that we’re having sales. You expect it’s slower in August, and you plan for it that way.”
Sales and special advertisements are a few ways that North Jersey businesses are drawing in customers. Other stores compensate by supplementing their business with products that draw customers throughout the summer. Paris Jewelers has been selling high-end crystal, china and jewelry in Ridgewood for 30 years.
“It’s just my everyday customers, you see they go away,” said store owner Maral Medzadourian. “There are a lot of weddings going on in September and October, and because we are a jewelry and gift shop, we sell a lot of china and crystal for bridal registries.”
Medzadourian said her customer pace begins to slow down after the annual sidewalk sale in Ridgewood, which was last week.
Thomas Hillman is the president of Ridgewood’s Chamber of Commerce, which hosts the sidewalk sale. He also owns Hillman Lighting.
Despite the decrease in consumer spending, Hillman said he has seen empty storefronts starting to fill up in Ridgewood.
“I think things have leveled off,” he said. “Sometimes the fact that people aren’t driving as much can help us, so that is actually beneficial. We’re optimistic.”
Not all small businesses are as optimistic as Hillman. The National Federation of Independent Business’s small-business optimism index fell for the fifth month in a row in July, to 89.9, the lowest level since last September.
A local business resource, the New Jersey Small Business Development Center, advises on finances, marketing and strategy. Vincent D’Elia, Bergen County regional director, said small businesses typically feel the effects of the economy first.
“Main Street is affected before Wall Street is,” D’Elia said. “The smaller businesses are more apt to feel economic pressures sooner than the larger businesses. When the banks tightened up, the fear was really set out there, and the people that gravitated to that were the small businesses looking to see what they could do to insulate themselves.”
Even businesses that have their busy season during the summer have to stay creative. Conrad’s Confectionary, an old-fashioned ice cream shop in Westwood, used to struggle on summer nights. The third-generation owner, J.J. Krachtus, decided three years ago to close the inside of the shop at night and open a walk-up window. Since then his summer business has bloomed.
“Business is good, but a lot of people are away,” Krachtus said. “It’s definitely a travel month, but it’s hot weather, and we’re an ice cream store. We’ve gotten busier over the last two years.”
Some stores shut down for a few days, or in some cases, the whole summer.
Two stores in Pompton Lakes put signs outside saying they were closed for the summer season. Francis Forte, owner of Sir Francis Cleaners in Westwood, is closing his store for a few days to vacation in Ocean City, Md.
“Summertime is just always slow in Westwood anyway,” Forte said. “August for sure is the worst month of the year. Once we get people at work again, people need dry cleaning. You have to look presentable when you go in for a job.”
Forte said he has seen the slow days last past August. Tom and Marsha Smith, owners of Pompton Lakes Florist, said things are so slow they are considering selling their business.
“Support your local business,” Marsha Smith said. “It’s so slow in August; everybody is gone. Usually we [take a vacation], but we’re not planning on it right now. It’s always slow in summer, but I think due to the economy right now things are extraordinarily slow.”
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