Despite a flurry of seasonal sales and promotions, local business owners say students tend to wait until the last minute or skip downtown shopping entirely during the holidays. For local retailers, it’s the influx of residents and visitors, not students, that fuels their holiday sales.
“I don’t see a lot of students shopping downtown,” said Justin Smith, the owner of Bigger Chicken Apparel.
Zander Tallman, an owner of Just Games Lexington, also said students don’t normally holiday shop downtown. “The few students that do come in have tried to find [an item] online or somewhere else, then come downtown as a last resort,” Tallman said.
Tallman said that if students first came downtown for their holiday shopping, stores would be able to stock a wider variety of items.
Only a small percentage of revenue at Just Games comes from students, and the bump in holiday sales from other residents is more than enough to offset the small cost of students leaving for break, Tallman said.
Tallman said he sees more Virginia Military Institute students shopping in Just Games than Washington and Lee students.
According to Trez Sebrell, the manager of Ladles & Linens Kitchen Shoppes, parents often come in and shop when they are picking up their students for winter break. Charlie Paul, another worker at L&L, said the few students that come into the shop are there for other events rather than buying gifts.
Despite the lack of students, L&L also brings in more hands during the holidays to ensure they have enough staff to cover foot traffic from residents and tourists.
There is also no shortage of holiday sales. The community works together to encourage more foot traffic in Lexington, Paul said.
On Nov. 30, Lexington hosted Small Business Saturday, an extension of Black Friday, in an effort to encourage more people to shop locally. Some stores like Just Games did not run any Black Friday deals, but other shops such as L&L had small discounts.
Hannah Hughes, who works at Sugar Maple Trading Company which sells gifts and novelty items, said the community is putting on a downtown businesses sweepstakes challenge.
To enter, you can go into participating stores and ask for a sweepstakes sheet. If you go to four stores and purchase at least $10 worth of items at each, you will earn an entry to the sweepstakes.
Three winners will be selected, with one prize being a $750 gift card to downtown stores. Other prizes include small gift cards and other rewards from stores.
At the Sugar Maple Trading Company, a holiday special began on Black Friday known as the “25 Days of Sugar Maple Savings.” Each day, a different type of item will be discounted leading up to Christmas Eve. The business will also be open late the entire week of Christmas and will close on Christmas Day.
On Dec. 12, a number of stores will also be participating in Open Late Shopping. Shops participating on and around Main Street will stay open until at least 7 p.m. to allow students and residents who might be busy during the day a chance to purchase gifts.
Smith said his shop does not make any major operational changes during the holiday season. But, he said businesses that rely on holiday shopping to stay in operation often break away from normal procedures.
Tallman agreed with Smith. While holiday sales are not make-or-break for his store, a lot of other downtown business owners rely on the increased revenue.
With student housing closing on Dec. 15, there isn’t much time for students to get downtown and support local businesses.
“I encourage students to get into town more often to see what’s in arms reach,” Smith said.