Holiday Gift Guide & Electronic Pre-Paid Fun

If you are resident of Benicia, you should have received a 2007 Downtown Benicia Holiday Gift Guide. This great shopping tool puts First Street businesses right up there with the quality and marketing style of those big box shopping stores. Check it out, or stop by Shiroco's or one of the other merchants and ask to see one. You can also go to Benicia Main Street (http://BeniciaMainStreet.org) to see a PDF version.

Also, if nothing else, stop in and see the new fabulous Shiroco's Card. An electronic pre-paid gift certificate, this great new addition to our family is both attractive and functional.

For you money savers, stop in the store on Tuesday and spend $45 and we'll put $5 on your card or start you off with a new one of that same amount. They are pretty cool.

TOO many shoppers TOO few buyers

One of the most frustrating experiences for a small business owner (in towns like Benicia or elsewhere) is that many people look but many fewer actually buy. Even when we have developed a regular array of regulars, we still find that the percentages of those who convert to actual buyers is much less than in larger stores--and this seems to be true even when prices are comparable!

The question is why?

Few of us understand why. Sometimes it is because customers have their favorite stores, which they go to visit without giving much attention to other stores. Other times they experience something new but do not know whether to proceed to the buying stage.

Part of Benicia's coming marketing effort will be to explore this as well as creating a catchy tag line to draw more people to town. We as a community of merchants cannot thrive unless customers actually buy our products.

We would love to hear what you have to say about this and any suggestions you might have to help all of us small-town merchants.

Save Gas / Shop Local

Recent news reports identify so many challenges to mall hoping and traveling for holiday sales. Even the international terrorists seem to be inclined to want to aim their weapons as selected malls in California. And, of course, don't get any of us started on the up-going price of gas! 

So why not start shopping locally? 

Here in Benicia, California, many merchants are banding together to showcase what we have to offer our neighbors. With more than 30 stores participating, local residents can see the great opportunities available right here. With little threat to their safety or wallet.  

Have you turned into a local shopper yet?