An update of a popular blog post from November 24, 2014

“We know you have a choice of airlines when you fly, and we appreciate you flying with us” was a popular phrase back in the day – but the truth in that statement is timeless. Customers have countless choices as to where they can spend their dollars, and we need to let them know how much we appreciate them spending their money with us. 

Since this post was originally written eleven years ago, Amazon’s sales have grown from $89 billion to a projected $700.8 – $708.7 billion for the year 2025. This makes me even more thankful for customers who come out in the snow to get to our store instead of shopping online in their PJs. I especially appreciate those who make a point of telling us how much they enjoy the experience of visiting a specialty shop, and how much they value the locally owned businesses in our community.

I’m also grateful to the retail employees like our own staff who go the extra mile to make the shopping experience pleasurable and efficient. We can never say thank you enough, especially since retail wages are not what we wish they could be. Kind words, small treats and gifts, and flexible scheduling are good ways to let them know we appreciate their work.

The sales rep system has taken a hit since 2014, so I want to let my reps and sales agencies know that I value the many ways they contribute to the success of my shop. They introduce me to new lines, guide my buying decisions, and help with any issues that come up. Our industry would be much weaker without them.

This month I’m thankful to American Express for the effort (and money) they put into promoting Small Business Saturday, paying for national advertising, creating posts and ads for us to share, and giving out tote bags and other swag for free.  Does American Express do this in order to promote their brand? Of course. But I still appreciate the fact that their “shop small” message can reach thousands more than the quiet voice of small retailers.

I am grateful to my fellow shopkeepers, especially those on our street, who help create a viable business district that attracts customers for us all.  When we work together to promote Monroe Street we are more effective than when we work alone — and I enjoy living and working in our vibrant, interesting community.

And lastly, I am grateful to those of you who read my column and blog, and wish you all a very Happy Thanksgiving.

Happy Retailing,

Carol “Orange” Schroeder