Price isn't everything
Most small businesses can't afford to launch massive advertising campaigns or to offer lower prices than the big box stores, meaning when they offer specials, they can only go so low before they lose money.
Benzinger said the increased traffic around the holidays really helps the store even though they can't match the prices of larger competitors.
"More and more we're definitely seeing people coming in and wanting us to match prices they see online and we just can't do it because we don't have the kind of buying power that Amazon does," Benzinger said.
With a focus on selling quality merchandise, that is nicely displayed and sold by a friendly staff, Benzinger said her store has to focus more on just the sale price of merchandise.
Caine pointed out that while you may be able to find something cheaper online, actually going to a store and speaking with the employees can help ensure you get the perfect gift.
"We're really great at providing recommendations, especially at this time of year," Caine said. "As a small, independent business, that's what we excel at."
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