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A group of Southampton merchants wants to remind area residents that holiday shopping does not have to be plagued with long lines at big-box stores, traffic jams, and tiffs with other shoppers over the last Tickle-Me-Elmo in the bargain bin.
Rather, shop owners in Southampton Village are urging people to buy presents locally with a campaign entitled “Shop Southampton, It’s a Wonderful Village...” The campaign began on Black Friday and will continue through Christmas, explained Jill Lynn Brody, who helped organize it.
“We want the local community to shop in Southampton,” Ms. Brody said. “Every store here has something for everyone.”
The list of the 21 retail stores participating in “Shop Southampton” proves Ms. Brody’s point. Her own store, Jill Lynn & Co. on Jobs Lane, features fine, hand-crafted jewelry. Stevenson’s Toys and Games, next door to Ms. Brody’s shop, has a wide array of toys, and Ms. Brody’s brothers’ store, Crescendo Design on Main Street, has many home theatre systems. Other stores participating include Hatchlings, a children’s clothing store, Old Town Crossing, a luxury antiques store and interior design firm, and Hildreth’s Home Goods, all located on Main Street, and Twist, a women’s and tween clothing store, and Topiare, a floral boutique, both located on Jobs Lane.
“There’s so much variety,” Ms. Brody said.
She said that one of the main objectives for “Shop Southampton” is to have all of the retailers decorate the exterior of the stores with white lights for the holidays. She also said store owners were encouraged to make peace wreaths, a key element of the campaign.
The peace wreaths are peace sign-shaped and are a way for each shop to express itself, Ms. Brody explained, adding that they show that Southampton Village is at peace and they give the village a unified feel.
Ms. Brody’s peace wreath sparkles with huge, plastic, multi-colored gemstones. Old Town Crossing has a glitzy silver peace wreath hanging in its front window made by the store’s general manager, Sean Bruns, said the owner, Judy Hadlock.
Polly Stevenson said that the theme for her wreath centers on old fashioned toys—Silly Putty, a Wooly Willy, a Kewpie doll and View-Master disks are affixed to the metal peace sign frame hanging in her shop’s window.
At Hatchlings on Main Street, a huge wreath wrapped in twigs, with a birds nest and blue robin’s eggs in the center greets customers. The shop’s owner, Cristina Peffer, noted that she her friend, florist Diane Charkow, created it.
In addition to the peace wreaths, “Shop Southampton” is also encouraging shop owners to stay open until around 7:30 p.m. on Fridays and Saturdays, Ms. Brody said.
“It makes it more convenient for people who work during the day,” she explained.
Some stores are also offering shopping incentives, such as sales and bounce-back coupons, which are given to customers at check out and allow them to receive a certain amount off their next purchase.
Twist distributed that type of coupon on Black Friday, said owner Valerie Revere, and is also offering 25-percent off on full-price dresses, sweaters, denim and Lacoste throughout the month.
As part of the campaign, some shops are offering their customers a complimentary hot apple cider, cocoa, or coffee on the weekends, Ms. Brody noted. Besim Cukaj, who owns Besim’s Fine Cigars on Jobs Lane, said that he served free coffee and tea holiday weekend.
Millie Fellingham, the executive director of the Southampton Chamber of Commerce and the owner of Fellingham’s on Cameron Street in Southampton, said that certain shop owners’ youthful exuberance is making “Shop Southampton” a success.
“This is the first time in 20 years that the energy level from the retailers has been this phenomenal,” Ms. Fellingham said. “It’s probably the best union that I’ve ever had from the retailers.”
Ms. Stevenson agreed with Ms. Fellingham’s assessment of the new crop of Southampton store owners.
“They’re a breath of fresh air,” Ms. Stevenson said.
Ms. Fellingham explained that “Shop Southampton” is officially a chamber campaign and that the campaign is a branch of the organization. She also felt the economic downturn has led the shop owners to try to drum up more customers this holiday season.
“The economy pulled us altogether to do something,” Ms. Fellingham said.
Ms. Peffer at Hatchlings shared Ms. Fellingham’s sentiment.
“I felt that this was the year to put extra sparkle in everything,” Ms. Peffer said.
Ms. Brody explained that she is reaching out to the online community as well, and encouraging Facebook.com users to shop in the village through a “Shop Southampton” fan page. Approximately 170 people are fans of campaign, which alerts users which stores are having sales, and other village happenings, such as Sunday’s Fire Truck Parade of Lights and Christmas tree lighting.
Ms. Stevenson said that her toy store offers all that can be found at chain retailers at a competitive price, but with a cozier atmosphere and an emphasis on customer service. Ms. Brody explained that that fact stands as the focus for the “Shop Southampton” campaign—which emphasizes that area residents do not have to trek to malls in western Suffolk County to do their holiday shopping.
Ms. Stevenson explained that a customer could walk into her shop and simply say they need a present for a 6-year-old boy. She could find that present at that customer’s price point with ease—and gift wrap it for free.
“You don’t have to drive for an hour, and you don’t have to push through crowds,” Ms. Stevenson said.
Ms. Revere emphasized that her shop, like many independently owned ones, is also all about making each customer feel special and appreciated. She said that in addition to free gift wrapping her store offers free shipping in the continental U.S.
“We’re 100-percent customer service,” Ms. Revere said.
Joseph Shaw, Executive Editor on Dec 8, 2009