By Maria Prato-Gaines, Staff Writer
”In these economic times” — it’s become a catchphrase for economists and politicians alike. But no one may be better qualified to diagnose the state of the local economy than small business owners on the cusp of the biggest shopping season of the year.
Seeing the trickle-down effect of a suffering economy, most local shop owners have said they are catering to customers who are looking to pinch their pennies this holiday season.
Suellen Waters, co-owner of Patina Home, a plush home decor shop in Cranbury, 33 N. Main St., said the store’s first order of business is to increase advertising and secondly, to keep its merchandise affordable.
”This year we’ve made a deliberate effort to bring in (more) merchandise that is $30, but (merchandise that) still meets our standards of high quality,” said Ms. Waters. “November looks the same as last year. I have every reason to believe we’re going to have a good Christmas season.”
With its eclectic stock of jewelry, glassware and accessories, another Cranbury business, David Wells Antiques, 55 N. Main St., is also staying flexible when it comes to its prices.
”We try to cover all the bases with our price ranges,” said owner David Wells. “There’s a little less traffic. People are being more careful. Our jewelry is very affordable and we try to have things from $10 (on up).”
Mr. Wells said his strategy for success is staying positive and putting forth that extra effort, whether that means staying close to home on his days off to assist a potential customer or keeping the store’s doors open just a little later.
”I find myself working harder,” he said. “We do everything we can to keep it afloat. You’ve got to keep going, you can’t say ‘woe is me.’ You’ve got to keep positive and one foot in front of the other.”
A favorite haunt in Jamesburg, florist Sweet William and Thyme, 19 E. Railroad Ave., is taking a proactive approach to the difficult economic times, said owner Amy Pratico.
”So far the only change is a little bit more advertising and coupon promotions,” she said. “We’re cutting hours (for employees) at the moment.”
In addition, Ms. Pratico almost canceled the Jamesburg Emporium and Gift Lot, a seasonal outlet run out of the second story of her business featuring vendors that stock and sell holiday gift items. However, Ms. Pratico said the outlet would be good for businesses as well as customers.
”I did it because of the economy,” she said. “At first I said people aren’t going to come. But people are staying closer to home. More people need more outlets for their wares and goods. We’re just hoping for a decent season.”
Jamesburg Hardware and Appliance, 231 Gatzmer Ave., has been a staple of the community for more than a century. Owner Gary Clayton, whose family purchased the business in the 1920s, said if the business kept its head above water through the Great Depression, he believes it can weather the present financial crisis.
Mr. Clayton said he is in the midst his busiest season, as customers are usually looking to upgrade their homes prior to the big holiday get-togethers.
However, Mr. Clayton said his business is not recession-proof and he has made some changes accordingly, like cutting hours for employees, putting holiday sales items on the shelves earlier and decreasing his Yellow Pages advertising.
”Even though we’re busy, the things people are purchasing are simpler,” he said. “Everybody needs a refrigerator but obviously they’re not buying the $3,000 ones. You need to cut expenses anywhere you can.”
Still some businesses have yet to feel the blow of “these economic times,” businesses like Ed’s Liquor Store, 288 Spotswood-Englishtown Road, in Monroe.
”We’re doing great,” said owner Nick Patel, adding that there’s a logical reason why business has been so steady. “When people are happy they drink and when they are sad they drink.”

