Small retailers focus on service

Small, independent retailers plan to woo shoppers this holiday season with their own personal best: superior customer service, a friendly environment and free gift wrapping.

"We offer more personalized service, a select choice of items and we try to keep ourselves unique and be creative," said Julie Marchesella, first vice president of the Nassau Council of Chambers of Commerce and owner of Queen of Hearts in Merrick. "Many [local retailers] are having specials for Black Friday weekend, and everyone offers free gift wrapping."

While many big-box stores and national chains will open Thanksgiving night or at midnight for those in pursuit of an adrenaline rush and big discounts, smaller retailers are counting on customers seeking a little more intimacy. They also said they hope to get a boost from the second annual Small Business Saturday, on Nov. 26, an event sponsored by American Express and FedEx designed to drive consumers to Main Street small businesses.

American Express is offering a $25 credit statement to the first 200,000 card holders who register and use their cards to purchase more than $25 worth of goods on that Saturday. FedEx has given away $1 million worth of $25 gift cards. Consumers can find participating retailers on Small Business Saturday's Facebook page.

About 46 percent of retail sales come from independent retailers, making them critical players in national and local economies, said Patricia Norins, an adviser to Small Business Saturday and a publisher of two specialty retail magazines.

"[Small] retailers realize the range of price points they need to have and are offering deals and coupons to stay competitive," she said.

Every year the large chains offer a limited supply of toys at steep discounts to attract customers, said Jim Mc Quade, co-owner of Matty's Toy Stop, which has seven Long Island locations.

"Customers can come to my store with a list of 10 items, and I have at least eight [of them]," Mc Quade said. "They go to one of the big stores and they are lucky to find three or four."

Independent retailers said they focus on selecting items that are distinctive and offering a customized experience.

"We handpick everything out, so a lot of thought process goes into it," said Pat Turner, owner of Roomors, a Babylon gift shop. "We know our area, we know our customers and we know what they like. This also gives us the opportunity to carry items from small companies that otherwise would be lost in a big store."

At a loss for what gift to give? Small retailers said they can offer personalized gift advice.

Kerry Punzi, owner of two Rockville Centre stores -- The Cook's Fancy and Giftology -- said she keeps track of gifts her regular customers have purchased in the past and offers suggestions based on detailed descriptions of the recipient.

"We can basically write a biography of the person by the time we find a gift," Punzi said.