Holiday shoppers knew the way to Mass Ave

By Bill Brooks

Around the country, shoppers spent more than expected during the holiday season. Around Mass Ave, the numbers

Silver in the City / At Home in the City was one busy place during Holiday Hoopla, the annual event sponsored by the Mass Ave Merchants Association

were even better.

Better still is the sense that Mass Ave has become a destination for people looking for unique gifts.

“I think Mass Ave has really come together as a destination for holiday shopping,” said Kristin Kohn, owner of Silver in the City / At Home in the City as well as Nurture, a baby clothing store. “After flat sales in 2008, we saw one of our biggest jumps in December sales in 2009.

“We have so many options for everyone,” Kohn added. She believes “the overall environment and experience surpasses shopping at big box retailers, the mall or online.”

As did other merchants, Kohn also noticed that many shoppers were focused on how they spent their limited resources. “Our shoppers make a conscious choice to support their local businesses, and to choose gifts that can’t be found elsewhere. Plus, our dining choices put the mall food court to shame.”

Jill Kinsinger, co-owner of Arts a Poppin, had the same experience. “We heard from many customers that they were supporting local merchants this year,” she said. That gesture is appreciated, she added. Arts a Poppin experienced stronger sales, as well, a fact Kinsinger attributes to the store’s move from the 600 block to the 400 block amid several other retail stores.

One of those other stores, Global Gifts, rang up sales about 6 percent ahead of last year’s holiday season. “People regularly commented that they liked the variety of shops on the Avenue and that they could do so much of their shopping right here,” said store manager Jennifer Dennis. She said people were not buying as many holiday items such as ornaments and nativities, picking instead more practical gifts such as hats, scarves, gloves and jewelry.

“We regularly had people tell us that they were either supporting local stores or our ‘Fair Trade Mission’ – and wanted gifts with a story or meaning,” Dennis added.

Kohn, meanwhile, said shoppers appreciated the variety at Silver in the City / At Home in the City, including products made locally. One of the big sellers of the season, she said, were RCA Dome bags, made from rcycled fabric of the demolished stadium’s roof. Also popular were many of the items made by the local crafters who are part of the INDIEana Handicraft Exchange. “We also saw new, never-been-in-before customers,” Kohn said. “We love that.”

Elizabeth Garber, owner of The Best Chocolate in Town, also reported an increase in sales over the previous year. “I had a lot of people say they were spending their money on the Avenue, and trying to support local and independent business,” Garber said. She and her staff were also kept especially busy by some additional corporate business.

One of the busiest stores during the holiday season was Mass Ave Toys – a not unpredictable development. But owner Natalie Canull said sales were especially strong – up 10 percent over the 2008 holiday shopping season. Canull said one reason is the amount of free publicity the Mass Ave district gets on television.

But she also sounded a cautionary note.

“I feel Mass Ave can continue to grow if we can be aggressive with parking issues,” she said. “I also wish we had more trash cans and cigarette receptacles in front of every store. Maybe people would use them. We cannot allow the streets to be trashy.”