Can you guess the source of this quote?  “Many businesses also underestimate the importance of an actual “Open” sign. However, it’s vital that you clearly communicate to potential customers that you are open and ready to serve them. If your store is dark or obscured from easy view, passersby may assume that you are closed and move on to a business that is more obviously open.”  I must confess, this information is not from a totally unbiased source — it’s from a web site called NeonOpenSign.com — but I agree with the most basic message that we need to convey to those passing by that we are open, and eager for customers to walk through the door.

If you are in a mall, you don’t need to worry about indicating your hours, because they will be the same as every other store in the mall. But freestanding businesses, including this rather makeshift gyros stand on a street in New York (which fits the dark and obscured definition in the quote), need a way to let shoppers know if you  are open beyond regular daytime hours.

A neon open sign is an inexpensive way to do this, with prices starting at below $100.  You can even select one that fits your style of business if you like. There are open signs with flowers, coffee cups or diamonds on them, and many different fonts and colors are available.  We recently helped purchase one for our local branch library, and to my surprise the llibrarians selected a fanciful tropical pink and green design.

It is essential that you have a foolproof system for making sure that your open sign is lit when you are open, and off when you are not. We have ours on a timer that works well, although it was a challenge to find one that would take seven different settings for the seven days of the week.  Keep in mind that when you close for a holiday you will need to remember to turn the open sign off, and to turn it back on when you reopen.

If neon isn’t your style, you might try a sign or banner, especially if you’ve recently opened and want to get the word out.  There is a fun slide show online of “Now Open” signs on Galveston Island that may give you some ideas — including what to avoid!   

Happy Retailing,

Carol “Orange” Schroeder