According to Business Review Canada magazine, January is a dead month for retailers. People are low on cash following the holidays and therefore not spending as much.
However, money is not the only reason people avoid shopping in January. Trudging through the snow and shielding yourself from the biting wind and arctic temperature in order to pick up a new pair of jeans is not the way one wants to spend a winter day.
Think about it. Not much about shopping outside in January is appealing. After plodding through the snow in your winter boots, you enter a store to be blasted with heat. You then start peeling off the multiple layers – off comes the touque, scarf, jacket, gloves-and five minutes later you have a mountain of winter wear hanging off your arm.
After you’re finished moulting your extra layers and start walking around, you become aware of the fact you are traipsing dirty snow around the store – creating a trail of murky puddles. Guilt hits.
As you wander through the store, knocking down displays with your pile of clothing draped over your arm or slipping on puddles your boots created, you can’t help but feel awkward. Instead of casually browsing, spending time with the retailer and admiring the products, customers tend to adopt a “get in, get out” mentality.
In the winter months, smaller retailers could benefit by focusing more on comforting their customers.
Little things such as a mat at the door to wipe the snow off your boots, or a box of tissues so you can wipe your runny nose.
But the fact is, in the winter, small business-style boutiques struggle more than stores located in large malls, according to American Express (which launched its “Shop Small” campaign in 2010). Being a small retail store in Ottawa in the winter can be a challenging feat.
One of the problems with shopping in the winter is parking, as many side streets aren’t plowed daily. Parking is a hot commodity in a cold climate.
At the end of 2013, the Sparks Street BIA implemented a valet parking system in order to attract more shoppers to the area. However, the project wasn’t as successful as hoped and is currently being phased out, according to the BIA.
However, Bank Street BIA executive director Christine Leadman says this year parking is not a main concern. She says people already working in the area are to thank for providing business to retailers.
“Generally what I find in downtown Bank is the employees like to get out of their offices and stretch their legs and pick something up before going home,” says Leadman.
According to a 2010 issue of the Journal of Environmental Psychology, being outside for just 15 minutes results in greater energy, reduced stress and a better sleep.
The issues small businesses face in the winter are not about to thaw, but customers can do their part to help, by supporting local businesses.
So to all you shoppers out there, suck it up and bundle up.