LI's local retailers happy with flat sales

As Long Island's local retailers take stock in the final week of the holiday season, many are finding, in the words of Marilyn Schulman, owner of Willy Nilly Trading Co. in Bay Shore, that "flat is the new up."

Since Thanksgiving weekend -- which big retail chains dominated with their long hours and heavily advertised specials -- local merchants have experienced a steady increase in shopping traffic, leading to a bustling final week, they said.

Still, consumers remain on a budget, and sales are generally flat. Small, local specialty shops also face increased Internet competition, and, in some cases, manufacturers who now sell direct to the customer online and in offline brick-and-mortar stores.

Friday and Saturday will bring the procrastinators -- mostly men, who tend to make appearances the day before Valentine's Day and Mother's Day and on Christmas Eve.

"We see them every year," said Alison Flodin, co-owner of Silica Inc., a Sayville boutique selling handcrafted jewelry.

The late surge of shoppers is welcome. "This week is just unbelievable, and we are getting really wiped out of merchandise," said Willy Nilly's Schulman. "If it weren't for the lines [brands] that went to the Internet, we would have been up 8 percent, but I will be happy if we come out even."

The new normal consists of smaller purchases, but often more of them. One customer at Roomors in Babylon Village purchased 10 gifts, all under $20, said store owner Pat Turner.

Amira Garbus, co-owner of Huntington Business Products Centre, said her sales have remained flat over the last few years.

"Four years ago they [customers] may have bought a $300 pen, now they spend $75 dollars on a pen," said Garbus, whose executive pens are her best-selling items. "They have less disposable income now."

Smaller retailers say they can compete by showcasing their distinct merchandise selection and customer service.

"People are watching what they are spending," said Leslie Eichen, co-owner of Seaford's Mimixx, which has been doing a strong business selling designer-inspired accessories. "But people do want to be trendy, and they want to look like they have the designer look."

Linda's G2G has done brisk business with hats, scarves and gloves as well as more luxurious items like cashmere sweaters, said Melissa Ostrove, a buyer for the Port Washington boutique.

"We price things fairly, and we buy lines with a twist," she said. "And our customer service is key. We'll pick up gifts, wrap them and drop them off at the house."

Best sellers

Red stone drop earrings at Seaford's Mimixx. The earrings were featured in the December O! magazine.

Fingerless gloves with fur trim at Linda's G2G.

Brighton jewelry at Babylon's Roomors.

Snoozies slippers at the Willy Nilly Trading Co. in Bay Shore.

Beach glass sun catchers at Sayville's Silica