This holiday season, Johnson County shoppers are supporting small businesses despite and — to some extent — because of the coronavirus pandemic.
Shoppers turned out at Whispering WillowTree early in Greenwood to snag a Shop Small tote bag from Restore Old Town Greenwood filled with goodies from local businesses around Old Town.
The first 30 bags containing Old Town Dollars were given out in the first hour, by 10 a.m., and about 10 were left to give out in the last half hour of the giveaway.
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The early turnout was about average, which was encouraging to see amid the pandemic, said Darcy Miles, a board member with Restore Old Town.
“There have been years we are hurrying up to get to the table because people are waiting … Then last year it was super slow,” Miles said. “So I would say this average — which is good considering you never know who is going to come out with COVID.”
After snagging their tote many browsed the wares of artisans from around the Whispering WillowTree, which was offering several promotions and a giveaway.
Whispering WillowTree was glad for the support Saturday, after a rough first year in the store’s new 50. S. Madison Ave. location, said owner Stephanie Dixon. After operating in the Greenwood Oaks shopping center on Polk Street for two years, the shop moved to its current location in October 2019, to have more space to grow the business, Dixon said.
“I had that momentum going and then COVID hit and it just dropped. So it has been a little hard,” Dixon said. “We do (Facebook) Lives. We do posting. We’ve got to stay on top of it and keep ourselves in the loop with everything that is going on.”
Shopping at Whispering WillowTree doesn’t just support Dixon and her family, but it also supports artisans from all over the state. The clothing, furniture, home decor, bath products and other items sold at the shop all come from fellow small business owners who are supported with every item sold, Dixon said.
“Everything in my store can be custom and most of it is handmade,” Dixon said. “We try really hard not to purchase any big box things and keep it small. That’s what makes my store unique. You’ll see it today and you won’t see it tomorrow because everything is unique, different and changing.”
Small businesses in Franklin also saw many turn out despite not having a traditional kick-off event.
At Vintage Whimsy owner Jennifer McAlpin-Shireman saw a steady stream of customers close that of a normal Small Business Saturday. This year, though, customers seem more motivated than ever to shop local, she said.
“I think might be a little less traffic but the people who are coming are really wanting to support and shop,” McAlpin-Shireman said. “There are not a lot of lookers, there are more buyers this year. I’d say that’s the biggest difference.”
Like Dixon, McAlpin-Shireman has felt stress on her business during the pandemic, but Vintage Whimsy customers stayed loyal and continued to shop in their online store and tuned in on Facebook Live. The shop’s mix of new, antique and vintage items were still essentials while customers stayed home, she said.
“We did a lot of Facebook Lives while we were closed,” McAlpin-Shireman said. “We are so thankful for customers helping us get by, truly every cent matters.”
Small Business Saturday shoppers said they felt it was especially important to support local businesses they treasure this year.
Brittany Reed, of Greenwood, came out early to Whispering WillowTree with her family and daughter Mackenzie, who was excited to put their $5 Old Town Dollar coupon toward a lip gloss and cookie kit.
“I try to come out here often, especially at the holidays. They always have really nice stuff,” Reed said.
Shopping small was a family activity for Sandy Couch, of Indianapolis, and her daughters Michelle Lewman, of Mooresville, and Mitzi Pickett, of Greenwood.
The family went on a Shop Small adventure starting at Whispering WillowTree because they love the shop and know the tight spot small business owners are in right now.
“It is especially important at this time. My husband has a small business and it is rough,” Couch said.
For Pickett, shopping has a greater purpose this year.
“I’ve seen all over the news how much they are struggling. They’ve said this holiday season could be the deciding factor if they make it or not,” Pickett said. “I just love it down here (in Old Town) and all the little small town shops in Franklin.”
