By Moses Leos III.
Several days after ringing in 2014, Buda business owners James Martinez and Diana Diaz began tearing down holiday décor from their skate shop on Railroad Street. But as the garland and ornaments were packed away, what remained were the holiday benefits brought to this particular business.
The couple’s skate shop was one of several businesses in Buda that benefitted from the 2013 holiday shopping season.
New Age Skate Shop owners Diana Diaz and James Martinez take down their Christmas decor following a mildly successful holiday season at their store in Buda. (Photo by Moses Leos III) |
The peak for Martinez and Diaz came after Black Friday. Both were surprised at the relative lack of customers during the annual retail holiday. But what few customers they had that day was made up for in the run up to Christmas.
Martinez saw a large influx of customers within two and three weeks before the big day. Most were parents inquiring about boards for their teenagers.
“There was a time where I was constantly gripping boards,” Martinez said. “We had a line of two families, three including the one I was working [with]. It was all hands on deck during the second and third week [before Christmas].”
The end result was the skate shop seeing its most productive month since opening in October, with sales “at an all-time high,” according to Martinez. He attributes the success to the timing of the holidays coinciding with the opening of the Jackson Tyler Norris skate park.
“It definitely showed that the holidays were great, as far as people [spending money] in Buda,” he said.
Also seeing similar success was Nelda Montemayor, co-owner of The Red Door.
While the business wanted to draw in local shoppers, it also aimed to bring in visitors. It did, by advertising the store through social media.
Montemayor said the store maintained and updated its Facebook page, posting pictures of new arrivals and products. Her store also participated during Small Business Saturday, which encourages shopping at local, small businesses.
The business also stayed open late on several occasions, to better serve out-of-town shoppers.
Montemayor and her business partner, Liz Keitz, wanted to lure customers away from the hustle of Austin shopping area.
“[Shoppers] want to get away from it all,” she said. “They want to shop local; they want the relaxing shopping experience.”
Keeping business local was a key point for the Buda Area Chamber of Commerce (BACC).
Managing Director J.R. Gonzalez said the chamber did its best to encourage members to “shop with each other.”
While the BACC has not surveyed all members, Gonzalez said this holiday season was profitable for several businesses. He referenced the increased sales at several locations on Main Street.
“The merchants I talked to, they said they had a good holiday season,” Gonzalez said. “It was a good year, as far as spending more than in the past. [Businesses] seemed to have done well.”
That success, however, was not across the board. Ann Miller, Executive Director of the Buda Economic Development Corporation, sought feedback from a variety of retailers. Success during the holiday season was a mixed bag.
“I talked to several different retailers and their responses varied from an increase in sales and new customers to a decline in their sales from the previous year,” Miller said in an emailed response.
Also mixed was the success during Budafest, held Dec. 14-15.
Gonzalez said a few businesses felt the festival was detrimental due to traffic issues.
Montemayor believed the timing was off for the festival, which was delayed a week by inclement weather.
Despite any issues, Montemayor believes the season helps push consumers to spend. It helped her business rise above a dip in sales during the fall.
“People are more careful with their money during the fall,” she said. “During the holidays, people are going to spend [money] whether they have it or not. They are in need of a gift.”
