Cautious Consumers and Internet Competition Force Small Businesses to Get Creative

11/22/2016
The Register Guard - AP
NEW YORK — Small and independent retailers are strategizing to try to make the most of an uncertain holiday season.

The last three months of the year are critical for many retailers, who may get half their annual revenue during that time. But consumers who may be hesitant to splurge have led retailers to be increasingly creative about special promotions and discounts, and also prompted many to use technology to help determine what customers want.

Reardon has found it harder to get more people to buy lessons — while the store has 600 students, that’s little changed over the past two years. To encourage prospective students or their parents to sign up, he gives away an acoustic guitar when they pay for six months of lessons that cost $600.
 
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