Retail Experience: Hosting Fall Events
We chatted with Polly from Georgie Emerson Vintage Mercantile on hosting fall events. Her shop has a strong neutral foundation with a focus on gathered goods, vintage, new decor and clothing. For new retailers looking to take the leap, she has generously shared her experience and answered a few questions.
Polly: We host a Fall Market in September with vendors set up in our parking lot. We have live music and a food and beverage vendor. We also twirl our entire shop for the season and whatever our theme is. This year is Fall on the Prairie.
What benefits does hosting an event have for your business?
Polly: In this market and economy, we have found that events are what drives people to the store. We try to do a monthly event, but our Fall event is our biggest. Galentine’s was also popular.
Image Credit: @timaryleephotography
What are some challenges you have experienced with hosting an event? What advice would you give to another retailer?
Polly: It is very hard to find a food truck to show up! Also, we usually end up with very long checkout lines even with 3 registers running and 6 people behind the counter. A good problem to have but a problem nonetheless. Also, I always have a vendor back out at the last minute which is frustrating. I would suggest retailers consider doing special events or shop hops in the community. It creates fun, excitement, and fellowship.
Image Credit: @timaryleephotography
Tell us more about shop hops, asking from the perspective of a new retailer that has never done one.
Polly: In our small town, Shop Hops happen seasonally. It’s during the evening for about 3 hours. All the local shops and eateries stay open (if they’re not usually open), and people can mill about town hitting all the places. Most shops have snacks for customers to munch on. And also, there are raffle baskets from each shop and the customers go around getting their Shop Hop card stamped at each place they visit. At their last place, they turn in their card for a chance to win a raffle basket. Many of the shops re-set for the event with new displays and goods. There are sometimes food trucks and also vendors are invited to set up tents in front of the shops or in the parking lot. The Shop Hops are always a fun evening filled with shopping and fellowship. It is always such a treat to see our little town come alive with people walking about!
Image Credit: @timaryleephotography
How important is food or beverages for an in-person event? Do I need a food truck?
Polly: I don’t think the food or beverages are the biggest draw but it’s definitely a nice addition. If we can’t find a food truck, I usually have cookies made and give those out for free.
Do you offer any perks or specials during the event?
Polly: Swag bags for the first 20 guests. At Easter, we hide golden eggs with discounts or candy inside. At Christmas, we did a free hot cocoa bar. I don’t usually do sales until the end of a season.
Image Credit: @timaryleephotography
What about this upcoming season or the rest of the year are you looking most forward to?
Polly: Fourth Quarter is a blast, and we always look forward to August when things really start to pick up! People are starting to nest as the weather changes here in the Midwest so decorating and cozying up the home brings folks in to see all of our new finds. I personally love Autumn …. the colors, the weather, the pumpkins …. So we go all out with our displays and our annual Fall Open House. This year our theme is “Fall on the Prairie” with a gentle nod to Little House in the Prairie. Simpler times, modern country style all in our neutral aesthetic. We begin our holiday mid-October but our theme is a secret until then!
Give our friend Polly some love and follow @georgieemersonmercantile on Instagram or Facebook, or visit georgieemerson.com
