MILLERTON — There are plenty of reasons people head to Millerton to shop for Christmas — the variety of stores, the unusual items
available, the friendly shop owners, the quaint village atmosphere. Now there’s one more reason to add to the list: Businesses are staying open later through the holiday season. In years past, the village has held a single Shop Late Night.
This year, "The merchants got together and decided to try and stay open beyond normal business hours, beyond 5 o’clock," 7 Dutchess co-owner Mimi Harney said. "It’s to offer working people time to shop after work through the holidays."
It’s also a way to make the shopping experience more special. Most participating stores are offering something extra to their customers: cider, wine, sweet treats, etc., to enjoy while making decisions about what to buy for whom. Some stores are also offering discounts.
"It’s a way to offer something fun and kind of have a party through town," Harney said, adding that there will now be something new added to the Shop Late nights that have happened in the village in the past.
"Now many of the stores will also be staying open Friday and Saturday until 6 or 7 both nights."
As for Harney’s 7 Dutchess, she said her store will "stay open as long as it needs to while people are shopping" to find what they need. And just maybe, she said, merchants will see enough of an increase in business to consider extending their hours even after the holidays are over.
"We’re learning from the veterans, Terni’s, Saperstein’s, the Oblongs, they all stay open past 5 p.m., their normal business hours are beyond 5," Harney said. "Basically as a town we have people who want to come to shop after five in general. Shop Late is part of that push."
Meanwhile, the addition of Fridays in conjunction with the weekly Shop Late Saturdays is something Kamilla Najdek of Kamilla’s Floral Design thinks the village will benefit from this holiday season.
"Some of the merchants suggested that Fridays are a better day for staying open later, and also if people have plans and they can’t make it Friday, but can come Saturday, or vice versa, we want to try to make it convenient for them and to accommodate as many people as possible," she said. "We [the Millerton Merchants and Business Group] would like to hear people’s feedback, to know what people want or like."
So far, Najdek said her sense is that the marketing strategy has been working pretty well.
"I see new people every day," she said. "There’s something about Millerton. I think a lot of the merchants and businesses are very friendly, so people love to come and socialize and get great service. The stores all have their own personalities."
Even in the face of the economic downturn, Harney said she’s hopeful Millerton merchants will survive the financial challenges now facing so many.
"I think it’s been OK," she said. "Although it could be busier. Because of the economy I think people have been shopping more carefully, but I think it’s OK.
"I think a few of us can report some decent sales," she added. "We’ve been hoping for bigger weekends, but there hasn’t been a rush of people, although some have appreciated the later hours. I think it’s something that has to catch on and grow. But most think it’s worth the effort and are happy we’ve extended our hours."
The Shop Late nights will keep stores open until 7 p.m. Fridays and Saturdays through Dec. 27.
