Imagine your world with only Walmarts, Lowes, Best Buys, ToysRUs, Old Navy, ...Pretty boring, don't you think?  These stores do come in handy for certain comodity items, but how would you like it if they were your only "brick and mortar" choices?

In the twenty four years I've been in the specialty retail business, more and more consumers are shopping for price.  I am learning that if our store doesn't give the best price, customers will buy it on the internet at the lowest price.  This is after they've done their first-hand research at our store.  I do understand the consumer's point of view.  I have caught myself doing the very same thing.

Perhaps many "lowest price" buyers just need to be made aware of the situation, so here it is...

As a small single store owner, I must purchase product at full wholesale prices.  Sometimes my wholesale price is the retail price in a "big box" store.  Shipping charges are usually waived with large orders, but most of my orders are too small for free shipping, and shipping is expensive these days.

At Creative Learning Toys you can expect to be helped by very knowledgeable people who help choose the products we have on our shelves and spend much time learning about them.  Although they are compensated far less than they deserve, it is about double of part time "big box" employees.

Many times of the year it is normal to receive three or more requests a day to donate product or money to a community organization.  Although we're spread thin, we try to oblige.  Our largest community giving is to the GRAND RAPIDS CHILDREN'S MUSEUM, where we can have an impact on a large number of children.  We give discounts to local schools, churches, Meijer Garden, and other non-profit organizations, but most choose to order out of catalogs or off the internet. 

When visiting our store you will enjoy free gift bags, a clean bathroom with changing table and complimentary wipes and diapers, special ordering, the opportunity to try many of the products in the store, and easy return of defective product.  We invest substantial time and travel (money) to search for the best products in the world, but one store supports this cost, not two hundred or more.

Our goal is to give our shoppers a unique experience and interesting choices as we also support many

small businesses by carrying their products. Unfortunately, in order to stay in business, consumers must be willing to support our costs.

I have seen our profits decline over the last ten years (to the point of non-existance) while more and more customers expect discounts and sales.

At what point do we small retailers (and manufacturers) just say, "it's not worth it anymore"?

That will be a sad day and the world will turn a bit grayer when it happens.

by Cathy Albro