Small retailers have to compete with shopping malls, big chains like Wal-Mart and online giants like Amazon.com during the holiday season. Here is a look at some strategies some small retailers are using to attract and satisfy shoppers:
START WITH KICKSTARTER: When the owners of Appalatch decided to seek money for their apparel company on the fundraising website Kickstarter.com, they timed the campaign to create buzz for the holidays. People who raise money on Kickstarter often give T-shirts to donors. Mariano deGuzman and Grace Gouin, who started the campaign Oct. 22, are giving away the Asheville, N.C., company’s custom-made sweaters. The exposure on Kickstarter has led shoppers to visit Applatch’s website, where the number of daily visitors has soared to 3,000 from between 100 and 200 before the fundraising campaign began.
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