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This year on Black Friday, Dogma Grooming and Pet Needs won’t be running any eye-popping deals.
Store managers Jeffery Harper and Jennifer Heath say they’ve tried that. So this year, they’ll be at home with their feet up, resting for what comes after: Small Business Saturday.
It’s the first-go round for Harper and Heath, who say that Black Friday was a bust for a small shop like theirs.
“Any effort we were putting in we were getting nothing out of,” said Heath. “So we’ve been trying a lot of new things.
Their hope? That they can pick up extra foot traffic when the stampedes recede from their big-box competitors like PetSmart, PetCo, WalMart and Target. Select items will be 25%, identifiable by green stickers ordered for the occasion.
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“We just want to get some people in the door,” said Harper.
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Dogma, which sits at the western end of Carytown, is one of numerous stores preparing for Small Business Saturday, a recently christened marketing phenomenon dedicated to neighborhood businesses. Store owners in Richmond say its an important occasion, particularly as they fight to stay competitive with online retailers and superstores that can leverage lower prices to bring in new customers.
Heath said one of Dogma’s main competitors is Chewy, an online, straight-to-your-door pet goods merchant. Dogma can’t compete on pricing for the same products.
Instead, the store differentiates itself by carrying specialty foods from makers that refuse to work with Chewy or are too small to be carried at scale. One example: a high-nutrient dog food called Fromm run by a fifth-generation farm in Wisconsin.
Similar strategies are on display at One Eyed Jacques, a single-location board and card game a block down the street. Oddly enough, One Eyed Jacques doesn’t carry the standard version of Monopoly. But the store does sell alternative Monopoly games, like the newly released Richmond Monopoly and a version inspired by South Park, the long-running animated TV series.
Store Assistant Manager Krysti Mucchia said the decision to differentiate was practically made for them by economics.
“Stores like Walmart and Amazon can sell Monopoly on the shelf at the same price as we would buy it. They can get discounts that we can’t get,” said Mucchia. As a result, the store focuses on “specialty items” that aren’t typically found at bigger competitors.
Richmond-area retailers ready for Black Friday shoppers
Like Dogma, One Eyed Jacques will run sales to mark Small Business Saturday. Jacques will likely featured discounted Pokemon Cards and role-playing game accessories, Mucchia said.
Small Business Saturday was founded in 2010 by American Express, the national credit card company. It comes directly after Black Friday, the national retail event that kickstarts holiday shopping with substantial discounts. The latter is widely regarded as a day of frenzy, and one that often brings shoppers into superstores to buy costly electronics and appliances.
Small Business Saturday has emerged as a counterpoint to Black Friday. It is vigorously supported by area trade groups like InUnison, formerly the Richmond Merchant’s Association. Nancy Thomas, the groups president and CEO, says shops in town merit even more time in the spotlight.
“We believe Richmond businesses deserve an even longer celebration,” said Thomas. “We have all these great businesses, we need to brag about them for a whole week.”
InUnison will seek to do that on Dec. 4 with the kick-off of “Find Your Happier Place Week,” a weeklong celebration for Richmond brick-and-mortar shops. The event will run through Dec. 8 and spotlight local businesses as well as feature gift card giveaways to member stores.
Dogma Grooming & Pet Needs shop manager Jennifer Heath-Dye poses for a portrait next to a sign for the business’ Green Dot Sale for Shop Small Saturday in the Carytown store in Richmond, Va. Nov. 22.
Thomas described small business “pockets” as a defining attraction in Richmond, in line with the city’s river and museums. They’ve succeeded in spite of the “challenging landscape” presented by big box retailers, the shift to online shopping, and other economic headwinds, Thomas explained.
“All throughout the region we have these pockets of small business, food, shopping. They keep you there all day. People love bringing family and friends to these pockets, to park and spend the day,” said Thomas. “That’s unique.”
Nancy Thomas, President and CEO of InUnison.
K McCarthy runs two women’s clothing stores on Cary Street: The Phoenix and Ruby Boutique. She said that at times, she feels Richmonders don’t take stock of “how lucky we are.”
“Everywhere you go you see a chain store, but here you have a vibrant community,” said McCarthy. “They don’t really think about it.”
McCarthy’s stores have existed on Cary Street since 1990, with Ruby opening in 2015. The store will close soon as she consolidates the two shops into one at The Phoenix. It features up-scale womenswear from across the world – a project that began with McCarthy’s travels to Southeast Asia, and Central and South America.
“Retail is a challenge right now. But we have loyal customers that understand that,” said McCarthy. “Everybody in Richmond is lucky to have these kinds of stores.”
Top five weekend events: GardenFest of Lights, Legendary Santa & holiday markets
Dominion Energy GardenFest of Lights
Now — Jan. 7
Explore the gardens all lit up for the Dominion Energy GardenFest of Lights. GardenFest has become a Richmond holiday staple, featuring millions of lights, 115 wrapped trees, model trains, hot chocolate, a warming fire, s’mores, and more. This year’s theme is Rhythms of Nature, which includes a tunnel of lights and a maze designed as a bird’s nest. Time slots start at 4 p.m. and go until 8:30 p.m. Lewis Ginter Botanical Garden, 1800 Lakeside Ave. Tickets are $17 for adults and $10 for children ages 3-10. Advance tickets are required. www.lewisginter.org
“Let It Snow!”
Saturday and Sunday
Kick off the holiday season with the Richmond Symphony’s “Let It Snow!” concert. Hear the Richmond Symphony chorus perform carols and holiday favorites, featuring singer Desirée Roots, and a special visit from Soul Santa. 8 p.m. Saturday. 3 p.m. Sunday. Dominion Energy Center, 600 E. Grace St. $10-$86. www.richmondsymphony.com
Legendary Santa
Nov. 24 — Dec. 24
Legendary Santa and the Snow Queen are back at the Children’s Museum of Richmond for the holiday season. Downtown location, 2626 W. Broad St. Tickets are $30 for a photo with up to six people. Tickets must be purchased in advance. https://www.childrensmuseumofrichmond.org/legendary-santa/
Holiday Markets
Find the perfect handmade gift at holiday markets, starting this weekend:
Bizarre Market: Nov. 25-Dec. 23. Visual Arts Center of Richmond, 1812 W. Main St. Closed Mondays. 10 a.m.-6 p.m. Free to attend. bizarremarket.org
Made in RVA Holiday Market: Nov. 25-Dec. 31. Art Works, 320 Hull St. Closed Mondays. 10 a.m.-6 p.m. Free to attend. artworksrva.com
Small Business Artisan Market: Nov. 25. Hardywood West Creek. Noon-6 p.m. 820 Sanctuary Trail Dr. Free admission. www.hardywood.com.
Studio Two Three Winter Market: Nov. 25-Dec. 24. 11 a.m.-5 p.m. daily, 11 a.m.-8 p.m. Thursdays. 109 W. 15th St. Free to attend. www.studiotwothree.org/winter-market
‘The Silver Belles’
Now-Dec. 31
Described as “Golden Girls” meets “Designing Women,” this holiday comedy from Virginia Rep aims to bring laughter and holiday joy with well-known Christmas songs and Western ditties. Showtimes vary. November Theatre, 114 W. Broad St. $39-$69. https://va-rep.org.
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