Buzz
As states begin reopening amid rising coronavirus cases, small business owners are at a pivotal moment. In the video above, we hear from several independent business owners about how their customers and communities can help them navigate this crisis.
For weeks, countless small business owners dealt with uncertainty as lockdowns shut down nearly everything except essential services. Some turned to online sales or gift cards to cover expenses, while others tapped into personal savings or relied on crowdfunding to stay afloat—waiting for restrictions to ease. But as weeks turned into months, the outlook grew grim.
In recent weeks, we talked to five business owners and managers to ask how their communities can help them survive this pandemic. What can the public do to ensure local favorites remain open? Their responses boil down to three main ways customers can make a real impact.
Spread the word
Small businesses don’t have the vast marketing resources of large corporations. They thrive or fail based on word-of-mouth support.
“If we talk about our sale, it’s the same people hearing it over and over. But when someone else mentions it, the message reaches much further,” said Dimitrios Fragiskatos, owner of Anyone Comics.
Sharing on social media or telling your friends and family is a free way to help your favorite local businesses generate some income. Jeff Ayers, manager at Forbidden Planet, saw an overwhelming response when he launched a GoFundMe campaign in late April.
“Just reading the comments on that GoFundMe will break your heart,” he said.
Make purchases
Ultimately, businesses need revenue, and the only way they can generate it is through customer purchases. Siobhan Benson, owner of CutLoose BK, has been selling gift cards and hair products online to compensate for the lost appointments. Her salon has been shut since March, and her income has dramatically declined.
“We grew our business twofold from the first year to the second. We were on track to double it again this year,” she said. “Now, I’m not so sure. We’ll just have to wait and see.”
Michaella Blisset Williams, owner of [salon]718, is in a similarly difficult position. Her online sales barely make up 5% of the revenue her salon usually generates, and the business’s savings are quickly running out.
“If we don’t reopen, we might run out of funds. As a business, we did have a safety net, but it only lasted for about 60 days, and we’ve surpassed that already,” she said.
Show empathy
Laura Cox, owner of Acupuncture & Wellness of Wisconsin, wants her patients to feel safe and at ease when she reopens. One of her major expenses is purchasing the necessary supplies to safely resume her practice. Most of her patients are immunocompromised, and their safety is her top priority.
“Please be patient as we work to adjust to the situation,” she said.
Many businesses have had to quickly shift gears, and it hasn’t always been easy. Shipments might experience delays, costs could increase, and some services may be limited. Like Cox, many businesses, as they begin to reopen, will prioritize the health and safety of both employees and customers. This may involve enforcing measures like mandatory mask-wearing or limiting the number of customers allowed in. Cox hopes people will respect these guidelines as businesses figure out how to safely reopen.
“Check in with the businesses and people you care about. Ask what they need most during this time,” she said.
