Bordentown City streets echo economic trouble

Sales down in 2008, but pick up some steam after fall festival

By Geoffrey Wertime, Staff Writer
BORDENTOWN CITY — When talking about the differences between Wall Street and Main Street, thoughts may not immediately turn to Farnsworth Avenue. But the much-publicized troubles in the national economy have hit local businesses as well.
    “We find business has been pretty much slower,” said Doug Palmieri, the owner of the Old Book Shop of Bordentown on Farnsworth Avenue and the vice president of the Downtown Bordentown Association.
    “(My store) has had a fairly slow summer, and September, which is a little unusual,” he continued. “And that not only includes walk-in traffic, but our Internet business is off 30 to 50 percent.”
    Mr. Palmieri said his business is not the only one that has suffered since oil prices began rising this summer. “I’d say that what I’m hearing from my other business people is that the (sale point) to folks is probably lower than it was last year at this time.”
    Instead of buying a $100 item, a customer might instead opt for one that costs $40, he said. While that may help the buyer out, that type of transaction, repeated over and over again, can echo throughout the economy and ultimately hurt both parties.
    “Of the 15 years we’ve been in business this has been the slowest,” said Thomas Moyer, co-owner of the antique store Shoppe 202, also on Farnsworth Avenue. Sales are down about 30 percent since this time last year, he said, though he added that things have picked up since last month.
    Mr. Moyer said he has seen fewer customers, but those who do come tend to buy the same types of items they always have. In order to increase traffic, the store is advertising more locally. “People aren’t going to drive a long distance, so they might stay around the area,” he noted.
    Another local business making changes to accommodate the slowdown is Jester’s Café on Farnsworth Avenue. “We’ve seen a drop in people coming out to eat overall, as well as them ordering less expensive entrées or salads or sandwiches for dinner instead of specials or the full entrée,” said restaurant manager Diana Grissin. “They’re still coming out; they’re just trying to keep the bill low.”
    While some days are very busy, she said, others are equally slow. “There’s no rhyme or reason for it,” she said, adding that the economy is “definitely” affecting the number of people who dine out.
    But the restaurant is taking steps to address the problem. While it has yet to change its menu to match new trends in what customers order, it has started handing and sending out coupons, which Ms. Grissin said have started to have an effect. “We did get quite a few customers in just because of the coupons,” she said. “They’re only for $5 off, so it’s not a huge deal, but I guess it was enough to bring them in.”
    Both Ms. Grissin and Mr. Palmieri praised the Oct. 4 Cranberry Festival for bringing more business into the area.
    “It was extremely successful,” Mr. Palmieri said, “which was a very positive sign. It was not only tremendously well-attended, but I heard from outside vendors and restaurants and shops here that it was very successful financially too, which kind of gives me some hope for the coming holiday season.”
    C.J. Mugavero, the owner of The Artful Deposit on Farnsworth Avenue, said the festival drew its largest crowd in 19 years, attracting about 40,000 people. “There were so many people here I couldn’t even begin to tell you,” she said.
    Georgette Keenan, owner of Necessities for the Heart, said the festival turned things around after a slight slowdown in September. “Based on what I saw this weekend the mood is not what I expected,” she said.
    Ms. Keenan said she has seen a double-digit increase in sales over last year at her three stores, which are located on Farnsworth Avenue, in Allentown, and in Point Pleasant. She said she is optimistic about the future of the economy. She said after the festival, “I really feel even more strongly that specialty stores like us are going to fare very well over the holiday season.”
    Ms. Mugavero said her client base has kept her relatively insulated from the downturn. “Between the really extremely talented artists that I carry and a very loyal client base, we have maybe slowed down a little bit, but I am extremely optimistic,” she said.
    Even with a general downturn in the national economy, she contended that small areas like Bordentown have something extra to offer that will appeal to shoppers.
    “A lot of what has happened in Bordentown City is that we have built a foundation of quality business and eateries,” she said. “We’re small, but we’re mighty.”