It’s easy to promote “Shop Local” but it is sometimes harder to put into action if you are a small mom and pop store. Retailers in small towns across America hear the same complaint in one form or another all the time: “They complain that we don’t shop locally, but they are never open when I want to shop.” And you have probably heard one or more of these responses, either to your face or behind your back.

1. We get tired too!
2. We can’t work 6 or 7 days a week and keep the same hours that the malls do.
3. It’s just me here. I can’t afford to hire employees.
4. I need to spend time with my friends and family too.

There is some element of truth and validity in each of those responses and if you have been in retailing for any length of time you have probably thought or said these yourself. The truth is, retailing is hard. It requires longer hours than most entrepreneurs have to deal with. You are probably doing most, if not all of the physical work to keep your store operational. You might have sunk most of your start-up money into inventory and keeping the lights on so there is nothing left to hire even part-time help. So let’s break these down and see if there are any solutions to be had.

We Get Tired Too

The sheer enormity of what must be done to keep even the smallest retailer open for business is enough to wear anyone out. Unless you have done it, you can’t begin to imagine the physical and mental energy that goes into it EVERY SINGLE DAY. In some cases, it is the mental fatigue that contributes the most to the physical fatigue. It saps your energy at every level, leaving you exhausted. In the early days the adrenaline kept you going and the excitement of all that was new, created the fun that moved you forward to each new day. We all know that goes away after awhile and we are left with the reality of what we have gotten ourselves into.

The question is: What can be done about it? Not knowing your individual business leaves me with only general ideas but it might spark an idea that will work for you.

1. Learn to set priorities of what MUST be done and what is MOST important. Tasks are different than projects and having these big projects on your list of things to do can be daunting for anyone. Instead, set up a system that works for you to manage your projects. Break them down into manageable tasks and prioritize them. Then add them to your daily To-Do List as they are needed to accomplish. Try to make that list one that is something that you can accomplish most, if not all, by the end of the day. You will find greater satisfaction and a sense of control and far less exhausted.
2. Learn when you work your best and when you are not very effective. Schedule your tasks accordingly. If you are a “morning person” and you have a task that requires full-on creativity or attention to details or complete concentration, then schedule the tasks that require that during those times. The times when you are not as focused or energized then devote that time to doing the things that do not require skill and creativity and energy. Listen to your body and work with it rather than against it.
3. Reevaluate some of the things you are doing and see what changes can be made. Are you doing things that you could delegate or hire out? Is it a minimum wage task that you are spending your valuable time on that could be done by most anyone? Are you saying “Yes” to people asking you to do things that are filling up your hours and depleting your energy? If so, consider saying “No” to some or all of those things. Try eliminating them one at a time and see how it frees you up and reduces the stress and fatigue on your body.

We Can’t Work 6 or 7 Days a Week and Keep the Same Hours That the Malls Do

Clearly, times have changed for the American consumer. In many cases, the home being the center of our life has changed and we are expecting to be able to go get what we need or want and any given time of the day or night. Major retailers started this trend years ago and the smaller retailer had to try and keep up or get left in the dust. You might have tried to at least be open 6 days a week and offer expanded hours on a certain day but found that the buying public didn’t expect you to be open so they didn’t come in any way.

So, what are some ways around this? First, give up trying to play their game the WAY they play it. Find a way that works for you.

1. If you choose to stay open late one night a week, first make sure it is the night the customers are likely to come out. If there is an event that happens regularly in your community that attracts your potential customer don’t try to compete. Find another night. Secondly, try to get some of your neighboring retailers to participate to make the event bigger and more appealing. If they are going to one store, they are more likely to go to another store that is open. Third, create something that is at least a little different to entice them to come out in the evening. It might be a demo of a product or special pricing that is only available during those “after hours.” Finally, prepare to stay the course until it catches on. Doing something different can take awhile for people to notice and to respond. Give them time and promote the heck out of it in every creative way you can think of.
2. Do you have a website where people can buy from you even when you are not open? Our society are staunch supporters of shopping from the comfort of their homes whenever they feel like it. Make sure that you have a place at the table so they can do business with you whether you are open or not.

It’s just me here. I can’t afford to hire employees.

This can be a tough one. It involves an outlay of money and that can be challenging for the mom and pop retailer. Having a web presence is another way to add more muscle to your business. There is something to be said for not having to pay benefits and payroll taxes! There are certainly some costs involved in having a website but, when done correctly, you can definitely realize great results.

If you didn’t know it before you opened your business – retailing is hard for a single person to do alone. What are some of the ways you can alleviate some of the stress of doing it alone?

1. Your local school might have work training programs that, in exchange for you providing training, you get free labor. The secret here is to make sure that you get the right students into your store. You do this by interviewing them in the same way you would a potential employee. Make sure they understand your requirements and expectations and what they will be doing there.
2. Finding a part-time person that could extend your hours, even a little, can be a great investment. They can also be doing tasks that will free you up to do things only you can do. You’ll also get a trained employee when you are sick or need to take a day off. They will be ready to go when you are ready to bring on a full-time employee.

I need to spend time with my friends and family too.

Having some sense of work/life balance is necessary whether you are a business owner or employee. If you open a retail store you might have to forgo some of that balance until your business is established.

In reality, our customers expect us to be open when they need us. Our hours of operation need to accommodate them as much as possible. They MUST be consistent, so people see us as reliable.

Find ways to get your family involved in the business. That will provide some time together and help them feel like they are part of what you are doing. You never know if this business becomes the one that your child wants to carry on in the future.

Finally, being a good member of your local business community will go a long way in helping your business succeed. Work with your neighboring businesses and Chamber of Commerce to make your community an attractive place for people to shop. Everyone will benefit if you do.