Middletown small business tour promotes local shopping for holidays

Bysiewicz, a Middletown native, said downtown is a familiar shopping route for her. “I know that every time I walk down Main Street, something always catches my eye.”

Downtown Business District Coordinator Sandra Russo-Driska said that shopping locally and in person is an experience. “Before you know it, you’ve hit three or four businesses.”

At Amato’s, Bysiewicz found the perfect gift for one of her nephews, while Florsheim was drawn in by the model cars and planes.

“This is the section I would always come to,” the mayor said.

Despite global supply chain issues, the shelves in Amato’s were filled from floor to ceiling. The owners, the mother-daughter team of Diane and Caroline Gervais, said this is due to proactive planning.

“[After] all the shortages we were hearing about in February,” Diane Gervais said, “we were prepared.”

Russo-Driska pointed out another reason to shop locally. It guarantees purchases will be immediately available rather than hoping they get delivered quickly.

“It’s more reason to buy in person because you don’t have to worry,” Russo-Driska said.

Amato’s offers a program that makes it possible to shop locally without shopping in person as well. “Toy store takeout” allows patrons to text the store with a request, and a “personal elf” will prepare the order for pickup.

“It’s very popular,” Caroline Gervais said.

Despite the COVID-19 pandemic, so far, many small businesses are reporting success this holiday season. That includes Malloves Jewelers, owner Marc Levin said.

“It’s been great — the whole year’s been great,” he said.

This is due to people feeling more comfortable shopping in public, and the return of several important industries that had taken a hit during the pandemic, such as the bridal/wedding industry, Levin said. He intends to keep in place some of the changes he made to his business model due to the pandemic.

“My business plan is totally different,” he said, adding the jewelry shop now features more e-commerce and appointment-based shopping.

Bysiewicz said that overcoming a pandemic and shopping for the holidays are not the only reasons to support small businesses.

“For every dollar you spend at a locally-owned business, 68 percent stays in that community,” Bysiewicz said.

She said it’s also important from an employment standpoint.

“As of 2020, these small businesses employed over 745,000 Connecticut residents,” Bysiewicz said. “That’s 48.5 percent of our state’s total employees.”

Both Bysiewicz and Florsheim said they will continue to encourage the public to choose small businesses over big-box and online retailers.