Personal touch added to US stores to survive

Small and large US retailers have a good reason to be envious to Sue Opeka. Her store has seen sales go up to 15 percent for the past four months.

The Present Moment, Opeka’s store, sells “affirmational and motivational” presents such as placards praising family and friends. The shop is located in a picturesque main street of Libertyville, a wealthy suburb in Chicago.

Opeka launched her store after her corporate career. She credits her success while many retailers are recently suffering to a bad economy.

“When times are good people seek affirmation, when they are bad they seek motivation," she said.

Facing a possible recession as holiday shopping season arrives; many small stores catering to affluent clients are now trying to adjust its strategies and inventories.

Personal touch, an additional approach, attracts clients who are watchful of their cash and send them away from major stores. The successful stores are managing to stop a sharp decline in luxury sales hitting the profits of boutiques like Saks Inc and Nordstorm.

Workshops conducted to others

Last year, a customer appreciation program was launched by Opeka hoping for even 200 responses in the first three months. But instead about 1000 people responded.

She also conducts workshops in the back of her store, which is dubbed "The Gathering Place." The fall schedule has included popular workshops entitled "Laughter Yoga" and "Cultivating Self Love."

"Our goal has always been to go beyond retail and make this a place where women can feel good about themselves," she said over a mug of green tea, as soothing music filled her store.

"Not everyone wants to buy a $500 tablecloth in this environment, but they are comfortable buying two pairs of $60 earrings," said Danah Fisher, owner of Botanica, a store in the upscale Chicago suburb of Oak Park. "It's not that people are not spending, they're just spending on different things."

Sales are up at Fisher's botanically-themed gift store that stocks goods ranging from a few dollars to $500. She has included more mid-range items and avoided new lines.

"I'm not adding anything new. Why take a risk?" she said.

Fisher has also hosted events for local charities in Oak Park, which is very close to the city and where many wealthy young Chicagoans move to raise families.