Small Business Retailing–Setting Store Hours

The idea for this post comes from another private forum I follow and a discussion about when an independent retailer should be open.   By their nature, many indie retailers are one or two man (woman) operations.  That means store hours = working hours.  It’s only natural to want and need some time off so a lot of small retail businesses are open limited evening and weekend hours, the very time when most consumers want to shop.

My first job (back when dinosaurs roamed the earth) was at a local clothing store.  We were open Monday and Friday until 9:00, and Tuesday-Thursday and Saturday until 6:00.  That was the norm.  There were no alternatives.  Everybody closed at 6:00 during the week.  The only exception was between Thanksgiving and Christmas when we were open M-F until 9:00.  Those were the days.

Make no mistake, on-line shopping and big-box stores that never close are spoiling consumers.  They can shop at any hour of the day and night.  They should have enough sense to know that you’re not going to be there for them at 3:00 am, but they do expect you to have store hours that are convenient for them.

It’s easy for me to sit here in my pjs and pontificate about how many hours you should work. So I’m linking to this article by Bob and Susan Negen. That way you can be mad at them instead of me.   Still, you know I can’t resist throwing in my two cents.

I do disagree with Bob and Susan on one point. Unless you’re running a church or a pharmacy, I don’t think anyone should work on Sunday. (Or whatever your Sabath happens to be) Otherwise, if you’re going to compete, you have to set your store hours for your customers’ convenience.  Here in St. Louis one of the last surviving independent appliance retailers refuses to be open on Sunday.  It’s part of his advertising.   “Shop us every day but Sunday.”  He’s outlasted most of his competition.

With a few exceptions, people who can afford your top-of-the-line product work during the day. If they decide to shop for a whatever you sell chances are very good that  they’re not going to take off work. They’re going to shop in the evening after dinner or on Saturday. Unless they’re incredibly loyal to your store, they’re going to go somewhere else if they find that you’re not open when they need you. Worse, when your product comes up in conversation, they’re going to tell their friends not to go to your store because “you’re never open.”  (If you’re not there when they need you, in their minds you’re never open.)

I know how hard retail is. I know you get tired and need some time off. The solution is to hire someone to fill in when you’re not there. How many high-end widgets do you have to sell to pay for one part-time employee for a few hours per week? You have to do your own math and make the call.

Remember, I’m not here to sell you more merchandise. If I were a vendor I’d want you to be open 24/7 so you never miss a sale.  (Which makes you wonder why Chrysler and GM are eliminating dealers, but that’s another story.)   I just want to see you succeed in business and in your personal life. If you have limited store hours and you’re happy with your income, then keep doing what you’re doing. You’ve found the right combination for you. But if you want to increase your income and reduce your hours at the same time, then hiring additional help is the way to go.

The name of the game is customer service. But your most important customers are your spouse and kids (and grandkids). They’re the reason you’re in business in the first place.

Advertisements

One Response

  1. […] on Store Hours Posted on June 11, 2009 by mlbuckley As a follow up to Tuesday’s post, “Small Business Retail–Setting Store Hours” some readers have commented that it’s just too hard to find qualified employees and that they […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: