Dear Santa, all I want for Christmas is for my business to make more sales.
It comes as no surprise that this year has been abysmal for many small businesses in the Penrith region.
Walking down High Street there are more empty shop fronts and car spaces than what you would expect or want to see at Christmas time.
While Christmas is supposed to be a joyful time for all, businesses are realising that the Christmas rush might not come around this year. But many residents and shop owners are optimistic that it is just a matter of time before retail picks up.
The Weekender surveyed businesses along High Street last week and found that many retailers are quietly confident that sales will increase.
James, the owner of Barclays Radio Control and Hobbies said: “Generally people spend more money around Christmas so I am hoping that this year will be the same”.
“Even though the people traffic is less we sell the right products, at the right prices and are honest and good to our customers,” said Charbel, owner of Sports Power.
“People are always looking for last minute sales and sports paraphernalia especially around Christmas time so our sales are quite constant.”
For others though the Christmas cheer was yet to come, with some even saying this December has been the slowest in years.
Exclusive Hair Dressing Salon owner, Nima, said: “Without our regular customers we would not survive. We try to entice customers by making our services cheaper but then we make no money”.
“I have seen a 10 to 15 per cent drop this year and it is getting harder by the day. Even after the Christmas frenzy I know sales will decrease once New Year is over.”
Alex, the owner of Bedding Furniture said, “it’s very bad, it’s crap, there’s no people.”
The small business market has been anything but ideal for the past few years. Many local shoppers have opted to go online or splurge at larger shopping centres, leaving small businesses on the streets to fend for themselves through the customer drought.
It is hoped that the recent interest rate cut by the Reserve Bank of Australia will kickstart the retail industry by encouraging locals to spend more in the lead-up to Christmas.
“The interest rate cut that passed on a quarter of a per cent is a definite plus for us because customers will come into the store and will purchase musical goods that they might have hesitated to buy before,” said High Street Music Shop owner, Peter Boyd.
CEO of the Penrith Valley Chamber of Commerce, Jill Woods, said that as a former business owner herself, she understands the difficulties retailers are facing, but that “where there is a will there is a way”.
“If you start looking at everyone else you lose focus on your own business,” she said.
“The key to a successful business is being prepared. If you are well informed of industry changes, continuously building relationships with other businesses and clients and deliver what you promise you will maintain a successful small business.”
Her top tips to survive the Christmas quiet are to have exceptional customer service, listen to customers, work with what you have in today’s business climate and be sure to hire staff who are passionate about sharing the same success you hope for in your business.
“There are plenty of successful owners trading and operating in small businesses so it is possible that their business strategy is working for them, if it isn’t then the owners have to reassess where the business is at,” she said.
With the school holidays still a week away, retailers in High Street are hopeful that they will see a last-minute rush before the festive season.
