Many small retailers thrive by offering
unique merchandise, often clothing or other
products from small manufacturers or their
own creations. Or they target an underserved
market. Superfit Hero, an online seller of active
wear for women, offers garments in sizes up to
5XL. The models on the website are plus size,
minorities and/or transgender.
“Businesses that aren’t serving these niche
communities are leaving money on the table,”
says Rachel Johnston, a spokeswoman for the
Los Angeles-based company.
Many owners also realize that while they
depend on holiday sales for a sizeable portion
of their annual revenue, they must stock items
cheaper than their usual merchandise. Ocelot
Market, an online clothing and home furnishings
retailer, has added gifts around $50 for the
holidays alongside merchandise that averages
between $150 to $180.
Elise DeCamp, who owns the Brooklyn, New
York-based company, says lower prices help
build the business.
“It’s easier to reach a new customer at around
the $50 price point,” she says.