You know that feeling when, purely by happenstance, you find yourself walking through the door of a charming storefront with a creative name on a three-block Main Street in a town you’ve never visited, and its, for lack of a better word, magic? Just entering the place makes you feel like you’ve found a secret portal to a wonderland! A Narnia-esque oasis positively overflowing with personality from the window displays to the person who greets you warmly. Who, you’ll often find, may well be the owner, and not always even the first generation, and can talk all day about what the store has to offer. That experience, and the warm fuzzies we get from it, is baked right into the recipe of small-town specialty shops. From antiques and collectibles to funky boutiques to bookstores and anything in between.
Small businesses, and specifically small businesses in small towns, just have that “it” factor.
Where I live in rural Iowa, we have a vintage vinyl record shop with an inventory of over 10,000 albums and pop culture collectibles of every sort, which is directly across the street from a Mid Century Modern-focused vintage and retro home décor shop that pulls clientele from all over the country. And these are just two of the unique specialty shops on our Main Street. Businesses like these offer an enviable combination of exceptional inventory and enchanting experiences, and do you know who envies that combination the most? Big box businesses and online marketplaces.
Large chain stores and online sellers can do a lot of things, but what nearly all of them struggle with is providing the magic. When you walk into a massive variety store or shop online, you will probably find what you need, but you will rarely (never, if you shop solely online) find a smiling face behind the counter who is positively thrilled to see you and incurably obsessed with the products and services they offer.
These days, after a few years of limited experiences and ample solitude, people are absolutely clamoring for new, positive experiences, and here’s the thing: you are more likely to create a magical experience by veering off the beaten path, down the gravel roads, and into the hidden gems that small towns have to offer. There is a name for it and everything. It’s called “destination shopping,” and it’s a big deal! There are now whole destination shopping trails and planned events popping up all over the place based on peoples’ particular interests. The idea is to take a day or, better yet, a weekend or longer, and follow the trail to shops that fit your interests. You can get maps and resources, and all you need to do to see if there’s one near you is a web search for your state, shopping interest, and something like “trail” or “network.” You can also call Chambers of Commerce or Tourism and Visitors Bureaus in the area you’d like to visit, and they will be able to get you headed in the right direction.
Lastly, if you’re lucky enough to live in a small town that has at least one of these magical wonderland specialty shops, for goodness sake GO INTO THEM! Even if it’s not your “thing”. Your town needs small and unique retail. Specialty businesses help attract workforce and visitors, contribute to the personality of your community and I hope you know these businesses are consistently the biggest sponsors, advocates, and supporters of things like local charities and the local schools your community has to offer. Quite simply, if local businesses don’t succeed, towns don’t succeed. Plus, if you shop local, at the very least you’ll have inside knowledge of cool places to take friends and family when they come to visit you.
So, there you have it. Do you want unique experiences? Skip the online shopping and big box stores, hop in the car, and explore the shops in a rural downtown district. When it comes to charm and positive shopping experience, small towns equal big magic.
Sara Middleton is a correspondent and columnist for Mid-America Publishing and resident artist/owner of Studio Sol Gallery & Creative Space in Eagle Grove, Iowa. Email her at sara.studiosol@gmail.com or find her at http://studiosolllc.com
