Economy's Tough, Chester Shops Rely on Strengths

It's been a tough year for Chester businesses. They've had to deal with Mother Nature, the Great Recession, and a downtick in tourist activity. And they've felt the hits.

But local residents are still supporting the town’s businesses, and there is hope conditions could improve, many of their representatives said.

“The last two years have indeed been a challenge, but we are seeing some promising signs—like an increase in shoppers during the recent holiday season,” said Kathy Barbieri, president of the Historic Chester Business Association. She attributed the increase to the milder-than-normal temperatures.

Barbieri said association members have reported buying trends appear to be on the upswing.

Yet others say they haven't seen any real increase.

For Kimberly Costello, the proprietor of on Main Street, the last two years have definitely been slower.

“Unfortunately, I have not noticed a marked change in foot traffic or sales.  There are busier days here and there, but no continued growth. There are quite a number of vacancies on Main Street. I'm not sure if it's the rent or the lack of traffic in the downtown area.  Either way, it makes it tougher to draw new faces into town,” Costello said.  

Theresa Gaffney, proprietor of on Perry Street, said small shops like hers have been affected not only by the economy and the severe storms of late summer and mid-autumn, but also by a dramatic shift in buying habits.

She said the ‘big box’ national stores and restaurant chains that offer some of the same or similar products at extremely low prices make it extremely difficult for small business to compete.

“What we offer in our tea shop is the experience of visiting a Victorian parlor. It’s a chance to taste a little bit of yesterday. We serve everything on bone china and the food we serve, including our pastries are really home made,” Gaffney said. “People really appreciate our warm scones, and our jams, but it’s becoming increasingly difficult to compete with national chains because of the cost of advertising and because of the quality of the ingredients we use.”

“Sadly, I think shops and restaurants like mine, won’t exist in the future,” Gaffney said.

Costello said she is also competing against national companies.

“My goal is to set myself apart from chain stores. I bring in local vendors from time to time to try and create a unique environment. Something that will help set me my coffee place apart from the others. I try whenever possible to use local artisans who craft, create and design,” Costello said.

She said her coffee shop features unique handcrafted birdhouses which are design pieces, more than functional birdhouses, jewelry, and scarves.

“We also make subtle changes to our space so that we keep things fresh and fun,” Costello said. 

She has also turned to low- or no-cost advertising—such as through Facebook—to try to establish a following and bring in new customers while remaining in touch with current customers. 

“While I have been growing a fan base, it doesn't always equal more sales.  It does however foster our connection with our local community which is a really nice thing,” Costello said.

Customers Seeking Answers

While she doesn’t have a crystal ball, Sue Freeman, proprietor of the , located on Perry Street, said  her business is holding its own—which she attributes to many people who are seeking relaxation techniques and other remedies for the increasing stress of modern life.

“I had found that at the beginning of the month I'd had more healing sessions, I think people want to feel better and make changes in their life so this brings them out. Readings are going well too and I have readings scheduled weekly,” said Freeman.

Freeman launched Art of the Heart just on the brink of the economic downturn, a holistic healing center that offers Reiki, Tai Chi, and meditation classes. She also sells art work, jewelry, candles, essential oils, and books.

“Business has been up and down for the store. Some days quite slow. But I have built up some clientele that come in and make my day. It's the visitor to Chester that I'm not really seeing coming as often since beginning of year except for the warm weekend,” Freeman said. “I think what also helps me is the classes and events I do. Those are going pretty well. My new psychic and spiritual development circle on Thursday evenings is completely full. And the continuing one on Monday's completely full as well. And other classes such as Reiki, Friday morning meditation and healing modalities have been good.”

Boosting Business

To bolster business during the greatest economic slump since the Great Depression, Barbieri said the business association has invested heavily in various forms of advertising: from Web site listings and social media to banner displays, in-store promotions and family-centric entertainment.

She said that the ilovechester.com Web site statistics and e-newsletter are showing signs of growth as well.

“The Historic Chester Business Association is renowned for its events, which include seasonal programs and one of the largest craft shows in the Northeast, rated as one of the Top 100 in the nation. We also produce an all-inclusive Chester Shopping and Dining Guide which offers local merchant discount coupons,” Barbieri said.