Holiday shoppers are welcome to spend their money while figuratively on their hands and knees.
“You are invited to a Christmas Party and Boutique Crawl Thursday, November 29, from 4 p.m. – 9 p.m.,” reads a flyer posted around Alpine.
Vita Luna Boutique, KC’s Closet Boutique, Chic Boutique, and Seek + Gather are all participating in the boutique crawl.
The Christmas Party-Boutique Crawl is an example of a set of Alpine retail businesses doing coordinated marketing events.
“We want to become known as a destination for unusual things,” said Dave Rykowksi, general manager of Seek + Gather.
Part of becoming a retail destination is the use of social media platforms such as Facebook, Instagram, Esty.com, Letgo app, and even an account on Amazon. Most of these boutiques use social media to grow their sales or will soon. “We have been given the green light to move into social media by our board,” said Rykowski. Seek + Gather is a unique, designer clothing, and home good stores. They are also a nonprofit, with monies going back into a healthcare, Clinicas De Salud Del Pueblo, Inc., ., a private, non-profit, that provides primary care. The non-profit operates the year-old store.
“They have become amateur fashion photographers,” said Alex Ward, new executive director of the Alpine Mountain Empire Chamber of Commerce. Ward noted the use of social media platforms that Chic Boutique uses to good benefit to sell their clothing.
“A lot of what I see is businesses that have gotten savvy,” said Ward, “They are making transitions, take photos of inventory and post them on Instagram.”
Iconosquare Blogger Olga Rabo notes some rules for smaller fashion brands — perfect your pictures; high resolution, your pictures must tell a story, pictures must visually fit into your theme, research your hashtags, and engage, engage, and engage again. Make your feed shoppable.
“We have a backdrop to take pictures,” said Rykowski. Knowing how to post pictures of clothing and products assists in selling online.
Does online holiday sales decrease retail business?
“Both, but you have people who like to go into stores,” said Rykowski. With the boutique crawl shoppers who prefer going into the stores can shop and enjoy Christmas festivities.
According to DMR online’s Craig Smith, Amazon’s share of total US retail in 2018 is 5%. The increase in Amazon App holiday shopping from 2016-2017 was 70%. Their biggest shopping day ever was Cyber Monday 2017. The number of small and medium sized US businesses that sell on Amazon, updated May 3 was one million.
But buying online does not offer the intimate, festive events like a boutique crawl.
“This is our first year for us (the boutique crawl), Kristina Carlin with KC’s Closet spearheaded the crawl,” added Rykowski. Champagne and hors d’oeuvres, special pricing, special hours of operation, and an opportunity to win a gift card basket valued at $500 (no purchase necessary) and a free gift with purchase while supplies last are on the line-up. To enter the drawing get a stamp at each of the boutiques and submit your entry at one of the boutiques.
Visit KC’s Closet Facebook page for more information on the boutique crawl.