by Andrew Alonzo | aalonzo@claremont-courier.com

It’s only a matter of time before the holiday shopping season consumes us.

In October, Washington D.C. retail trade association the National Retail Federation predicted holiday spending would grow between 2.5% and 3.5% over last year, with shoppers spending between $979.5 and $989 billion in the November-December shopping period, compared to $955.6 billion in 2023.

Big box and online outlets will see most of the traffic, but five Village businesses spoke about the importance of buying local, or “shopping small” this holiday season.

4C’s Finecraft Jewelers
Tom Cerafice, owner of 4C’s Finecraft Jewelers, 307 Yale Ave., said the bottom line importance of the season can’t be overstated, making up about 40% of the store’s total revenue for the year.

“We really count on the holiday season to be extra special,” he said. “It’s a fun time of the year for us.

Tom Cerafice, owner of 4C’s Finecraft Jewelers. Courier photo/Andrew Alonzo

“It’s extremely special when someone chooses us as being their jeweler because it’s not about the one-time sale, it’s about lifetime customer. Sure, we’re focused in that one-time sale at that time, but it’s really important to us that we earn that integrity.”

When it comes to drumming up business, Cerafice said he relies on word of mouth, spreading brand awareness through community fundraisers, and of course, good customer service. The store’s name, 4C’s, stands for the key elements of diamond quality: cut, color, clarity, and carat weight.

For more information visit 4csfinecraftjewelers.com.

Jewelry at 4C’s Finecraft Jewelers. Courier photo/Andrew Alonzo

Aromatique Skin & Body Care
Aromatique Skin & Body Care, at 319-A W. First St., sells skin care products, home decor, gifts, and offers facial and massage services.

Business this time of year — which owner Lori Paley calls the “SPAlidays” — is vital.

Lori Paley of Aromatique Skin & Body Care. Courier photo/Andrew Alonzo

“Like most retailers, about 45% of our merchandise sales occur in the fourth quarter,” Paley wrote in an email. “The season affords our small business the opportunity to generate extra working capital so we can continue to provide the community with a unique shopping and spa experience, as well as maintaining an ongoing workplace for our staff of approximately 18 people.”

Paley said she utilizes fun window displays and quality customer service to drive traffic to the Village business.

“Shopping with us is experiential,” Paley wrote. “We are well-stocked with items not found in traditional big box stores and our staff is knowledgeable regarding the items we sell. If someone decides to come in and give us a try, the chances are pretty good that we’ll get to know them on a first-name basis.

Lori Paley, left, speaks with longtime client Veronica Vargas at Aromatique Skin & Body Care. Courier photo/Andrew Alonzo

“When it comes to our retail offering, we’re strictly a brick and mortar store; we are focused on servicing our in-store customers. We do only a minimal amount of online retail, so our in-store holiday sales provide us with our bread and butter. We’ve discovered that with many store fronts having left the Village (and being replaced primarily with food establishments), we’re one of only a few remaining retail storefronts in the area.”

Learn more at aromatiqueskincare.com.

Maison Garrison
Shirley Garrison, owner of Maison Garrison at 323 W. Bonita Ave., said her shop focuses on providing professional attire and style for women.

These next few weeks she said, “where you want to have as much traffic as you possibly can,” can make or break the business.

Shirley Garrison, owner of Maison Garrison. Courier photo/Andrew Alonzo

Holiday purchases usually amount to about a quarter of the store’s fiscal year budget equation Garrison said, “so, if that doesn’t go well, then, you know, we’re doomed for the rest of the fiscal year.”

Garrison relies on a blend of social media and email with current clientele to drive business over the holidays. Word of mouth recommendations and personalized customer service also help.

Getting people into the store is the primary objective.

“It is very, very important for us,” she said. “They’re going to be treated as a person here and have personal service, custom service towards them. It’s going to make the customer feel better, like they got bang for their buck here versus the big box stores. So it’s a win-win for the small business and the customer to shop small.”

For more info go to maison-garrison.com.

The Grove Gift and Clothing
Mother-daughter duo Donna and Katie Daniel own The Grove Gift, 175 N. Indian Hill Blvd., and The Grove Clothing, 101 N. Indian Hill Blvd., offering gifts from well-known brands such as Sanrio, Jellycat, Disney, Peanuts, and Loungefly, and niche lifestyle gifts from independent manufacturers.

They too rely on holiday shoppers to keep them in the black.

Katie Daniel and Donna Daniel, owners of The Grove. Courier photo/Andrew Alonzo

“I would say traffic is huge, given that we have this cute store, and we do have an online store as well, but it’s not nearly as busy as what we do here in Claremont,” Katie Daniel said. “It’s really important for the city to provide us with traffic and for us to also garner our own traffic as well by social media like TikTok and whatnot, to try and make sure that the most amount of people will come into our store in the next month or so.”

“I will say that in like the 10 day period prior to Christmas we’ll do the same amount that we normally do in 30 days,” Donna Daniel said. “And that does, as owners, does tend to be the only time of year we actually do make money because there’s just so much business.”

Kira Sekhar shopping at The Grove Gift. Courier photo/Andrew Alonzo

They face the same struggles as most small businesses such as planning and pre-purchasing items for the holiday season, competing with major retailers, and driving traffic.

Community events coupled with partnerships with surrounding businesses also give people an excuse to come through the door. Social media, primarily Instagram and TikTok, has been the most effective tool.

Paris Stearns shops at The Grove Gift. Courier photo/Andrew Alonzo

“We’ve gotten people from New Zealand, from all over the country, all over the planet, who through TikTok have found our store because of the brands that we carry,” Donna Daniel said. “I think that’s really cool because if we didn’t have that, I don’t know if we’d still be here.”

More info is at thegrovehomeclaremont.com.

Rio de Ojas
Terri Riojas owns Rio de Ojas, a Latin American and Mexican inspired business specializing in artist made products from around the world at 250 N. Harvard Ave.

“Holiday season is really important for all of the reasons that we hear about business,” Riojas wrote in an email. “It wasn’t until we had this business that I learned that one is always in the 4th quarter — buying, preparing, processing or actually doing it, you live there. It is the time of year that ensures the longevity of your business, so it is always the focus.”

Rio de Ojas owner Terri Riojas. Courier photo/Andrew Alonzo

Among her promotions this season include holiday specials on Small Business Saturday, November 30; offering champurrado, a Mexican hot chocolate, during the city’s December 6 holiday promenade and tree lighting ceremony; and offering holiday specials through December 24, which are viewable at the store’s Facebook and Instagram pages and through its promotional emails.

Riojas encourages customers to shop small year-round.

A festive nutcracker with maracas at Rio de Ojas. Courier photo/Andrew Alonzo

“It is huge that they choose to come to small shops,” Riojas wrote. “Every day my neighborhood is busy with constant deliveries from Amazon, UPS, FedEx. Of course there is benefit to our businesses, but there is benefit to the consumer as well. You can see and touch and learn about items you choose before they are at your doorstep. You get to have a community to belong to — which may just be the biggest deal of all — and the heart of what is threatened by us making other choices.”

More info is at riodeojas.com.

If you want to shop small this holiday season, check ci.claremont.ca.us,  claremontchamber.org, or claremontvillage.com for lists of local businesses.