Online giants like Amazon are making it difficult for small businesses in London, Ontario, to compete this holiday season. These small businesses are searching for new strategies to remain strong as more consumers prefer to shop online.
The impact has been mixed for shops catering to niche markets, such as records and CDs. “We’re lucky our customers are collectors who like to see and touch products before buying,” said a local shop owner. “But competing with big companies like Amazon is hard, they can sell products cheaper because they can afford to take losses.”
Small businesses also focus on what makes them unique. “Shopping in person has a community feel. We get to know our customers and their tastes,” the owner added. Events, personal recommendations, and a sense of connection are some reasons people visit local stores.
Still, the holiday season is challenging. Many business owners say fewer people are shopping downtown and more are choosing online. “Foot traffic is down, and we can’t compete with the prices of big companies. Sometimes we sell items at a loss just to clear stock,” one owner explained.
Local shops are experimenting with novel approaches to address these concerns. One store is offering multi-item discounts and a Black Friday voucher program. “If you spend a certain amount, you get a coupon for later. It saves customers money and encourages them to come back”.
Another shop highlights the personal touch they offer: “Customers tell us they like shopping here because we help them carry items to their car. Small things like that make a difference.”
Many local businesses remain positive regardless of the difficulties. They want to create an experience that online retailers can’t match by prioritizing in-store assistance, personalized service, and special offers. Their goal this holiday season is to keep consumers connected with their local communities.
