Remember the Retail Apocalypse around 2017? In a media interview this week, I brought up that it was actually Retail’s Big Split, not an apocalypse, and it’s ongoing. The reporter asked me to explain, so here’s my update for today’s retail landscape.   “Everything gigantic in American life is about to get smaller or die.” […]

Remember the Retail Apocalypse around 2017? In a media interview this week, I brought up that it was actually Retail’s Big Split, not an apocalypse, and it’s ongoing. The reporter asked me to explain, so here’s my update for today’s retail landscape.

This combination business offers tiny spaces to retail pop-ups along with coffee and sweet treats. It offers plenty of meaningful, interesting purchases in this historic building in Potlatch, Idaho. Photo by Ana Blaisdell.

“Everything gigantic in American life is about to get smaller or die.” James Kunstler wrote in 2013. He said big box retailers were on the brink of scale implosion, and that “every element of economic reality is now poised to squash them.” It was a provocative stance for 2013, and I’ve been monitoring small retail trends at least as long.

By 2017, it seemed like we went over the brink. Every week brought another story of big retail jobs lost, the shuttering of stores, and the financial losses at big retailers.

You might think small retailers, especially small town retailers, don’t stand a chance. But that’s not true. 

There are a lot of news stories that point to eCommerce as the cause of big in-person retail’s decline and also as its replacement. Today, you don’t run to the big box store for regular items like paper towels or laundry soap. You just tell your voice assistant to order it online. Even more automated, you’ve probably set up all kinds of regular items on recurring shipments that you don’t even think about. Smart refrigerators can already integrate with your voice assistant to make it easy for you to place more orders. Soon the fridge itself will notice you’re low on something and just reorder it for you. That means no chance for a big box store to capture an impulse purchase when you make a quick run to the store for those items.

It’s worth noting that online sales today only amount to 16% of all retail sales, though that has doubled since I first wrote about the Big Split in 2017. Online sales aren’t the only cause for big retail’s decline or the only replacement. We’re also purchasing less for a variety of societal and cultural reasons. See also the Buy Nothing group you belong to on Facebook, underconsumption core, and thriving interest in sustainability, secondhand and vintage shops. But that still leaves a lot of purchases being made, just not as much at big boxes and not all online.

Small town retail still brings meaning and charm to everyday purchases, like this store in Rosthern, Saskatchewan. Photo by Becky McCray.

Where are the rest of sales going? Small retailers.

While all boring retail purchases get automated, interesting retail purchases become small, sustainable, curated, handcrafted, local and integrated with technology. Items we care about, are interested in, and want to enjoy shopping for, will come from small local retailers.

Author David Sedaris summed up this consumer feeling in an interview:

“I’d rather go to an actual shop — preferably a small one — than to a harshly lit superstore, or, worse still, a website,” Sedaris said. “I don’t want to buy my books and my toilet paper and my clothing all under the same roof. I want beauty in my life. I want charm. I want contact with actual people. It is, for me, a large part of what makes life worth living.”

The MasterCard SpendingPulse for Small Business reported on the “general consumer trend to shop small” for years. IBM Research predicted local retailers’ increasing use of technology.

Smart local stores today do both digital and physical retail. The physical store is close to customers for immediate gratification. Local business owners tell us on the Survey of Rural Challenges that they add the product information and reviews of online, plus the data to be more personalized, like wishlists and recommendations. Local stores bring the product right to where the shopper can physically touch it.

Classes and hands-on activities turn shopping into a memorable experience. That’s a layer of meaning that no big box store or online order can duplicate.

The experience of visiting a converted barn, shopping dozens of local artisans, and even joining a hands-on class brings more meaning to every purchase from the Artists at the Dahmen Barn in Uniontown, Washington. Photo by Becky McCray

What can local stores in small towns do today to capitalize on retail’s big split? 

1. Use big retail’s own tools against them. Try these 7 big-retail tricks including automatic orders, delivery, and better recommendations.

2. Add more technology to be more human. Use tablets to improve your service. Teach customers how to buy from you through Alexa and Siri.

3. Offer experiences and items that can’t be bought online. Locally-produced items, personalization and special services give you an advantage. In store classes, demonstrations and hands-on crafts are memorable experiences.

4. Be your best small town self. Use your 7 Strengths as a small town retailer and shore up these 7 Common Weaknesses of Local Shops.

By Rob Hatch Thirty-six weeks. Part of my process for planning my business for the New Year is to do a little reality check on exactly how much time I have to work with. What are you talking about, Rob? You have a year. Technically, that’s true. However, on closer inspection, I only have 36 […]

By Rob Hatch

Thirty-six weeks.

Part of my process for planning my business for the New Year is to do a little reality check on exactly how much time I have to work with.

What are you talking about, Rob? You have a year.

Technically, that’s true. However, on closer inspection, I only have 36 FULL weeks available.

36 is the new 52

My process is pretty simple. I set up a spreadsheet listing every week in 2025. Right off the bat, you’ll notice that the first whole week begins on January 6th.

Next, I block off the weeks when I know I will be on vacation and spending time with friends and family.

Then, I note each week a holiday or personal event occurs that will limit the time I have available for work.

I noted weeks when my children are on school break, and I want a lighter work schedule.

I look at the seasonal ebbs and flows of our family life, such as when we begin and end the school year.

Taking all that into account, I was left with 36 full weeks.

Thirty-six weeks is a very different number to work with than fifty-two.

Here’s what I found most helpful about this exercise.

1. I am starting my annual planning by prioritizing time with my family. I am deciding ahead of time to set aside significant time for that.

2. Many of the other weeks (holidays, school vacation, weeks of transition) will happen regardless. By planning for them, I can plan around them.

3. As I look at what I want to accomplish next year, I have a clear picture of the time resources available to commit to achieving them.

Thirty-six full weeks.

Your number will likely be different. The point is to figure out your number and plan accordingly.

When I visited Caldwell, Kansas, the manager of the co-working site said they had filled their private offices, but struggled to attract day users. People who work from home like working from home. They don’t want a full time office, so they said they don’t want to use the coworking space. How can the coworking […]

The Caldwell Workspace is on the right. Photo by Becky McCray.

When I visited Caldwell, Kansas, the manager of the co-working site said they had filled their private offices, but struggled to attract day users.

People who work from home like working from home. They don’t want a full time office, so they said they don’t want to use the coworking space.

How can the coworking space attract those work-from-home folks?

Promote the “co” part more than the “working” part.

At their best, co-working spaces are human spaces, Emergent Research has been saying for ten years now. Studies found that people who use co-working say it makes them less lonely. That’s the part to talk about, much more than the fact that you can work there.

Start by providing your work-from-home people with social hours and temporary events so they can connect and build community with each other. That will help their wellbeing right away. Plus, as long as they’re in the space, they’ll look around and found out more about the space and the services it offers.

Social hours also give you (the manager of the space) a chance to ask more about what they do, what they want and need. Do they want day time hangout events? Are they eager to be social? Do they really just need a copier? I don’t know, but they’ll tell you when you get them together to Build Connections. (That’s Idea Friendly, of course.)

Bonus: you can bring in business supporters like the chamber of commerce or advisors like the Small Business Development Center. When they meet each other in an informal setting, they may be more likely to connect.

Schedule a social hour, and set a goal of three people attending. Even three people is enough to start building community. Put the word out all the ways you know how: local Facebook groups, the chamber of commerce email newsletter, signs around town, and text some friends. Take a lot of pictures so you can use them to promote the next one.

Then try another one, maybe at a different time or a different day. Experiment. Take Small Steps. (That’s Idea Friendly, too.) Let me know how it goes.

Learn more

Find more practical steps you can take in SaveYour.Town’s video Remote Work Ready: Zoom Towns. Everything you’ll learn is do-able, affordable and scaled for small towns.

Without making people mad! One common small town parking complaint is business staff taking up customer parking. I can’t tell you how many times I’ve heard this brought up in discussing downtown businesses. Sometimes business owners or business employees park right in front of their business or along the Main Street. They might park out […]

Without making people mad!

Photo by Berlin, Maryland, Downtown District

One common small town parking complaint is business staff taking up customer parking. I can’t tell you how many times I’ve heard this brought up in discussing downtown businesses.

Sometimes business owners or business employees park right in front of their business or along the Main Street. They might park out front for any number of reasons. Maybe they don’t have much room to park around back, or they’re just running into their business for a minute, or they need to carry some things in the front.

The problem is that this takes space away from customers. If all the business owners park in front, customers have to park further away, and some might use that as an excuse not to shop downtown.

A thrift shop storefront in downtown Berlin, Maryland. Photo CC by Philip N Young

I just heard the best idea for addressing this from Ivy Wells, Director of Economic and Community Development for Berlin, Maryland. It’s a solution that values the businesses and their people while keeping space open for customers and visitors.

The town reached out to a church near downtown to share their parking lot during the week for business owners and staff.

Each person working at downtown businesses received a numbered permit to display in their vehicle. The town sends someone to the designated church lot regularly to check the cars and record the permits they see, in essence collecting a list of who is using the lot. Then they enter those people for drawings for great local gifts. That’s a big secret: the gifts are things people really, really want to win.

Ivy said they may add valet service to make it even easier for owners and staff!

It’s a simple way to appreciate your business people and make room for more customers to come on in.

Header photo: Berlin, MD, downtown during the golden evening hour. Photo by Berlin MD Downtown district.

Subscribe to SmallBizSurvival.

— How many times have you heard it? Someone lamenting, “There’s nothing to do here!” Worse yet, hearing someone tell visitors that. “What is there to do around here?” “Nothing, really. I don’t know.” Enough with that. Let’s give people an easy way to answer, and let’s do it the Idea Friendly way. Make a […]

Make your “What to do in…” Pinterest Board today!

—

How many times have you heard it? Someone lamenting, “There’s nothing to do here!”

Worse yet, hearing someone tell visitors that. “What is there to do around here?” “Nothing, really. I don’t know.”

Enough with that. Let’s give people an easy way to answer, and let’s do it the Idea Friendly way.

Make a “What to do in (town)” Pinterest board

It’s simple to do. Make a new board. Call it “What to do in” and the name of your town.

Then start pinning everything there is to do in your town. All the tourism things, all the lodging, all the events go on this board.

Add the murals, the public art and the creative studios.

Don’t miss the eateries, the breweries, the wineries, and the local hangout spot.

Hot tip: Make it a group board.

You don’t have to know everything if you’ll invite others to help. That’s Gathering Your Crowd in the Idea Friendly Method.

Build Connections to find out who they know, what attractions they like, and how they see your community.

The last part is Take Small Steps, and folks, making a Pinterest board is a small step.

An enduring trend

Since it launched in the 2010s, Pinterest has grown and endured as a social tool that generates action from people of all ages. Each year, their trend reports reveal what people are searching and pinning. Take a look at the Pinterest influence on rural tourism trends and small business trends.

Promote your board in your town

Yes, visitors will find it when they search for what to do in your town, but locals will have to be told about it. Promote your board in your newsletter and all your media. Bring it up at gatherings. Email it to friends and ask for ideas.

Make a poster promoting it with a QR code and hang it in convenience stores, motels and all around town. 

Take Small Steps

You can start today, with just a few pins. You’re already online, so why not do it now?

Subscribe to SmallBizSurvival.

  In the small town of Duck Lake, Saskatchewan, Marilyn Pope Francis ran a restaurant with a fenced patio for tables and chairs. She set up hot serving dishes and a cold drinks station in the gazebo to serve customers. Here’s the part where we learn that Marilyn is a low-key business genius. Next to […]

Marilyn, wearing shorts, explains her genius idea to sell to sidewalk customers while also serving customers on her patio. Listening are Verona Thibault, left, and Colton Foote, wearing hat. Photo by Becky McCray.

In the small town of Duck Lake, Saskatchewan, Marilyn Pope Francis ran a restaurant with a fenced patio for tables and chairs. She set up hot serving dishes and a cold drinks station in the gazebo to serve customers.

Here’s the part where we learn that Marilyn is a low-key business genius.

Next to the gazebo, she made openings in the fence that fold out. Then she could sell to people on the sidewalk while also serving customers on the patio.

I have NEVER seen anyone else do that. It’s simple and brilliant.

Perfect for small town events

Small town businesses often don’t have a large staff just to handle special events like festivals. Marilyn could stand in one spot and serve two different groups of customers.

Photo explanation

In the picture, the darker area at the top of the fence is actually the two doors that fold out so she could serve the sidewalk. You can see the roof of the gazebo sitting just inside the fence.

Subscribe to SmallBizSurvival

by Caroline Tremblay, The Daily Yonder August 5, 2024 Kansas: Elevate the work of younger people In rural Kansas, if you’re between the ages of 21 and 39ish, you might be considered a PowerUp —  but not just because of your age or location. A PowerUp is someone who is rural by choice. “The name […]

Stay Work Play NH’s Policy and Pints series at Post and Beam Brewing in Peterborough, NH in January. (Photo submitted)

by Caroline Tremblay, The Daily Yonder
August 5, 2024

Kansas: Elevate the work of younger people

In rural Kansas, if you’re between the ages of 21 and 39ish, you might be considered a PowerUp —  but not just because of your age or location. A PowerUp is someone who is rural by choice.

“The name was created to illustrate the goal of empowering and moving younger people in rural communities into positions of leadership and influence,” Simone Elder said.

She is the PowerUp & Engagement Manager for the Kansas Sampler Foundation (KSF), which focuses on preserving and sustaining rural culture. “For years, returning to rural has gotten a bad rap — the perception that it’s less than or someone failed at their bigger endeavors elsewhere,” Elder said. But KSF has been working to shift that mindset.

Despite old narratives about small towns being places to escape, grassroots leaders and policymakers in rural communities nationwide are exploring ways to attract young people to these places and make them feel at home there.

For example, KSF is challenging residents to envision new possibilities by getting out on the back roads to experience overlooked assets in their hometowns. “Through the Big Kansas Road Trip, we help Kansans and other visitors from outside the state to see Kansas with new eyes,” Elder said.

After identifying PowerUps as some of the strongest assets available, KSF has emphasized cultivating rural influencers. “There’s tremendous value in having an older person visibly and intentionally elevate the work of younger people in rural,” Elder said.

Many PowerUps KSF has interviewed express wanting a sense of community, especially when it comes to raising kids, and a number have voiced entrepreneurial aspirations. Elder noted that while being rural by choice can mean loving where you live, it can sometimes feel lonely or frustrating. “It doesn’t mean you chose wrong,” she said. It’s about having a strong network of champions that can move forward together.

Nebraska: Community funds address top needs

In neighboring Nebraska, Megan Helberg has become one of those champions. Fifteen years ago, she was a “returner.” Similar to Kansas, Nebraska was having an issue telling its own story. “We used to kind of joke about how small we were,” Helberg said. “But we started to realize that people listen to what you say.”

Helberg, who decided to return despite that old narrative, is now a local rancher and secondary school teacher. She also sits on the Board of Directors for the Nebraska Community Foundation and serves as chairperson for the Calamus Area Community Fund.

She is one of many spreading the message that young Nebraskans should go explore but then bring their greatness back. “We need you here, we want you here, and you can make a great life here,” she said. In 2024, her school’s senior class had six graduates, all of whom are heading off to college. But 75% are committed to coming back to help with an existing business or start one of their own.

Creating the climate for those kinds of endeavors is where the community fund comes in, relying on unrestricted endowments, local bank accounts that accept donations from community members. Only the accumulated interest can be spent and all funds must be poured back into the community.

“It has been absolutely transformational,” Helberg said. In her area, the community fund has supported the renovation of neglected homes, making the properties available again to combat the housing crisis. Two new childcare centers have also opened with local support, as well as additional funding sources.

New Hampshire: Housing and childcare top barriers

While these grassroots efforts show the power of community when everyone joins in, there is also critical work happening at the policy level across the country. New Hampshire-based Stay Work Play is a non-profit making it easier for young people to call the Granite State home.

Part of its approach is non-partisan, issues-based advocacy informed by statewide data collection. Take, for instance, Stay Work Play’s Policy & Pints series, which gathered young locals at area breweries for focus groups to identify barriers to feeling welcome and secure in New Hampshire.

Unsurprisingly, housing and childcare were high on the list. “We’re not experts ourselves in housing or childcare, but we do work with partners across the state for whom this is their business,” said Will Stewart, executive director.

Stay Work Play is supporting greater investments in the state’s workforce housing fund and advocating for the ability to build smaller units on smaller lot sizes. “Things that young families need to get a toehold here in the state,” Stewart said.

In addition, he’s seen “a return to older models,” like employer-supported housing. Some companies are paying existing employees to house new ones until they’re able to secure stable living situations. A leading healthcare provider has also been exploring options to develop on land already under its ownership. “But they’re just one example of a company that’s looking for novel solutions,” Stewart said.

Beyond these logistical factors, social infrastructure is a key element that’s sometimes less talked about. In New Hampshire, young residents reported high satisfaction with “being able to get out of work and 30 minutes later be on the ski slopes or out hiking or on a paddleboard,” Stewart said. But making friends or finding a date can mean an ever-expanding search radius on social apps. The need for more “third places” where people can gather organically is strongly felt.

As small towns rise to the challenge, sharing a new narrative through effective branding and marketing is essential. Stewart points to Littleton, a rural New Hampshire town that has cultivated a buzzing downtown, food and drink scene, and outdoor recreation network.

For potential “returners” who may not have been back except for holiday dinners, “they probably don’t have an understanding of places, like Littleton, that have changed, and to use a scientific term, gotten cooler,” Stewart said. That’s an opportunity for a redefined rural place to find its people.

Caroline Tremblay is a freelance writer who covers Radically Rural, an annual two-day summit on rural issues held in Keene, New Hampshire. This year’s event, featuring the people and organizations cited in this story, will take place September 25-26. For more information, and to register for this year’s summit, visit radicallyrural.org.

This article first appeared on The Daily Yonder and is republished here under a Creative Commons license.

Who do we envision ourselves becoming? The big framing question, “Who do we envision ourselves becoming?” was written in wide black marker on a large flip chart and placed at the front of the room for easy viewing. I introduced the question and gave some context. The ten local leaders stared blankly at it. The […]

Who do we envision ourselves becoming?

The big framing question, “Who do we envision ourselves becoming?” was written in wide black marker on a large flip chart and placed at the front of the room for easy viewing. I introduced the question and gave some context. The ten local leaders stared blankly at it. The organization these leaders represented had been in existence since 2006. That’s not a long time in community and economic development years. Yet long enough to experience considerable success, then slump into a slow decline. This group of local leaders had come to a fork in the road around their purpose as an organization. Now they were faced with uncovering who they would need to become. They needed to regain success for the future of their organization and the community.

In the past 18 years, this organization has raised $8 million locally for projects. It also leveraged an extra $50 million in outside investments. These local leaders have been a catalyst for both big and small changes in their community. But shifts in organizational leadership and the pandemic halted much of that success. Some people told them, “Regroup and keep doing what you’re doing because it worked great in the past!” However, this group chose to have a deep-dive conversation. They focused on uncovering who they see themselves becoming as they considered their role as a catalyst for creating a thriving community.

Whether it’s Kentucky or the Dakotas or anywhere rural, leaders can unlock community potential. Photo by Deb Brown.

I use the word “catalyst” to define this organization because collectively, as a group of volunteer local leaders, they are accelerating change in their community by strategically overcoming barriers and reinvesting local funds into projects. This has led to a regeneration of the region.

Happily, by the end of our deep-dive conversation two hours later, this organization’s leadership had come to a consensus. They would become the local catalyst that invests today for a prosperous tomorrow. And they would achieve this through thoughtful investment strategies, high-leverage collaborations, and game-changing economic impacts for the whole region.

So, if you feel stuck in your community, keep reading. You’ll learn how a group of leaders from your community can use this catalyst approach to drive change. You can create a stronger, more connected, and resilient community.

Action 1: Broaden the vision by shifting your perspective to see the community’s big picture. Before you take any action, talk to various parts of the community. This will help you understand the local challenges and priorities.

Action 2: Build stronger connections by networking widely. Meet with local and regional leaders. Also, connect with organizations, residents, and other stakeholders. Engage in partnerships that can drive collaborative action.

Action 3: Develop skills in facilitating group discussions and meetings. Focus on creating inclusive environments where everyone feels heard and valued. Empower others to take an active role in community initiatives. Create opportunities for community members to share their ideas and take ownership of their ideas.

Action 4: Advocate and educate by using your newly found understanding, relationships, and influence. Take the community’s needs and interests to local governments, businesses, and others. Then, seek support, investments, and in-kind resources for community projects.

Action 5: Foster community innovation by supporting and investing in new approaches that address issues in creative ways. Celebrate the achievements and contributions of community members. Highlight successful initiatives to inspire more action.

Action 6: Listen and adapt based on the community’s feedback. Build resilient strategies to ensure your efforts are still relevant and effective. Community dynamics will shift. Staying flexible lets you respond well to new challenges and opportunities.

Action 7: Model great leadership by upholding high ethical standards, building trust, and showing genuine passion for the community’s well-being. Your integrity and enthusiasm can inspire others to join your efforts.

Over and over, I hear catalyst stories from big towns and small towns across South Dakota. They achieve localized success by implementing these collective actions. Join the ranks of community catalysts by gathering local doers to accelerate change in your community.

Guest post and photo by Debbie Saviano   NO GUESSWORK Here! You know exactly what you’re getting! Great burgers and a relaxed boozy atmosphere. Small town businesses have a way of getting to the point. The name is the claim. About the author Debbie Saviano helps people learn how to use LinkedIn, online courses and social […]

Guest post and photo by Debbie Saviano

NO GUESSWORK Here! You know exactly what you’re getting! Great burgers and a relaxed boozy atmosphere. Small town businesses have a way of getting to the point. The name is the claim.

About the author

Debbie Saviano helps people learn how to use LinkedIn, online courses and social media to share and grow their businesses. She lives near a small town in north Texas. Find her on LinkedIn.

Uniontown, Washington, (population 300) has a strong base of arts, artisan and craft entrepreneurship. When I toured Uniontown, a woman spoke up who wants to start a quilt retreat, a place for people to come and quilt together. More than a local quilting bee, she’s imagining a full retreat space. She owns a historic home […]

Want to host a quilting retreat? Take small steps to get it started. USDA photo by Bob Nichols

Uniontown, Washington, (population 300) has a strong base of arts, artisan and craft entrepreneurship. When I toured Uniontown, a woman spoke up who wants to start a quilt retreat, a place for people to come and quilt together. More than a local quilting bee, she’s imagining a full retreat space. She owns a historic home that was the site of an old convent in the 1890s. There’s an outbuilding that would be a great retreat location.

Uniontown, Washington, is home to the Artists at the Dahmen Barn, a shared arts and crafts gallery and studio space. The whole town has a strong cultural scene. Photo by Becky McCray.

The old way: Build it and expect them to come

The old way to get started would be to do all the costly renovations first. Then she can organize the first event all herself, and then market it to attract people. If no one or only a few people are ready to sign up, the failure is all on her. She didn’t market it well enough, she didn’t design it in the way that the market wanted or she just didn’t work hard enough.

New way: Idea Friendly

The Idea Friendly way is to build it together. Give as many people as possible a small but meaningful role in designing and creating the event, the space and the community. Here’s how to apply the Idea Friendly Method to her quilt retreat business idea.

Gather Your Crowd

Since she has connections with other quilters online, she could start with a virtual quilting event to gather people to her idea.

Could she start a virtual quilt project that gave more people a small but meaningful role?

Could she hold online sessions to gather people around the idea?

Each conversation with others will bring her new ideas and inspiration. It will draw more people to be part of the project.

If no one is interested, she’ll find out early, before all the expense and risk.

Build Connections

She could ask her newly-gathered crowd for ideas and for help finding the resources she needs.

Rather than buy enough quilting equipment for all the participants in future retreats, could she find connections to borrow equipment just for the first event?

Do some people want to play a part by helping with marketing, or travel arrangements?

Take Small Steps

Rather than wait to design and build the ultimate retreat space, she can start with these small virtual steps and community building. Then she can step up to hold a very small first test retreat, and keep building from there.

The Idea Friendly Method helps you test your ideas in tiny, temporary ways, often together with another business.

Subscribe to SmallBizSurvival.com