The Daily Camera
Wednesday, December 14, 2011
East county businesses find their niche with holiday customers
With less than two weeks until Christmas Eve, east Boulder County businesses are gearing up to accommodate shoppers for the Christmas rush and stay competitive with big-box stores and area malls.
Small-business owners say marketing the quaint small-town feeling of downtown and unique products is the way to go.
“We particularly cater to women,” said Elizabeth Lagae, owner of Elizabeth’s Embellishments in Old Town Lafayette. “(Customers) aren’t going to find that big-screened TV here … it’s different, unique not-everyone-has it items. Women sometimes want something different and special.”
Lagae, who’s owned the shop for eight years and moved to the location at 611 South Public Road more than four years ago, offers home furnishings, clothing and accessories for women and children among other home décor items and gifts.
She said even with the cold weather, business has been steady.
“Christmas, you do get a boost,” she said. “There’s more foot traffic.”
Up the road at Noble Treasures, owners Jeannine Erlhoff and Anne Wenzel said the Lafayette Old Town Association’s work to promote the downtown culture helps draw new and returning customers to local businesses like theirs.
“We in Lafayette are a very supportive retail community,” Erlhoff said.
One seasonal promotional concept LOTA created was “Spot the Elf,” in which patrons — a majority are children — can get a “Spot the Elf” booklet from participating businesses complete with clues to finding an elf hidden in those shops. As customers find the elves, they receive stamps and can enter to win prizes.
“This brings in people who may have never been in the store,” Erlhoff said. “We hide the elf deep in the store so they have to walk through the store.”
Other events like Art Night IN — coordinated by pARTiculars Art Gallery and Teaching Studio, with events offered at surrounding businesses — also help bolster sales in Old Town once the temperature drops.
Art Night IN is set to run 6 to 9 p.m. on Friday, and Noble Treasures plans to offer dessert and coffee.
Noble Treasures, which has been on Public Road for eight years, offers a variety of products fit for the season — including furniture, antiques, collectibles, books, home and garden décor among other items — and sales have been steady for them, too.
“This time of year people are outfitting their homes for the holidays,” Erlhoff said. “People come to shop here because they will find something special here. We can’t get the same piece twice.”
Over in neighboring Louisville, Tim Burton, owner of Tim’s Toy Trains near the intersection of South Boulder Road and Colo. Highway 42 is just starting to feel the holiday push with an increase in starter train set sales.
“We’re surviving. It picked up late last week. We had a big Friday and Saturday and we’re hoping to continue from there,” he said. “I’m hoping to have lots of empty shelves and a cash register full of cash.”
One popular Christmas starter set is Burton’s Polar Express train set made by Lionel and based off of the popular children’s book and movie.
“It’s a great set at Christmas,” he said. “It’s a great little movie. If you jingle the box (you can hear) it comes with the bell for the Christmas tree.”
