While the pandemic has made holiday shopping look different this year, businesses like Just Goods and SKN BAR have adapted to remain safe. Business owners and managers have had to be creative to overcome unprecedented hurdles. Many businesses like Just Goods have found success in expanding online, however for others changing to an online world proves troublesome.

“Not all of our small business owners are set up for online ordering or delivering, so this can prove incredibly challenging to them. They don’t necessarily have the money to invest in transitioning to online services either and/or the knowledge to tackle it on their own,” said Steph Salvia, executive director of the Business Improvement District in Shorewood.

“I just chose to stay closed and what I did was put things outside on the weekends, and just sell outside, so it was safe for everyone,” said Lisa Castagnozzi, owner of Just Goods. 

Just Goods is a vegan and ethically sourced local business. The main objective of Just Goods is to work with both global and local artisans, finding the best ways to form beneficial partnerships with those who are creating goods and art.

Sales were down 60% because of the pandemic, so Castagnozzi also used the time at the beginning of quarantine to switch to an online ordering system. Now, Just Goods is open three days a week. Castagnozzi opens the doors and windows to keep airflow throughout the business, requires face masks and only allows three to four people in the store at the same time. The Just Goods website is an alternative for customers who feel uncomfortable shopping in-person, and it offers a free delivery service.

“I’m helping support local artisans and fair trade peoples,”  Castagnozzi said. “So if I’m not having the sales they’re not making any money from the store here … I wanted to keep the place open.”

SKN BAR, a business that opened in June, has had a different experience as a small business coming into the COVID–19 world. SKN BAR’s parent company is Neroli Spas, and this Shorewood location is the second after their first SKN BAR location in Pewaukee. They focus on enhanced spa experiences to bring various skin services to their customers.

“As a newer business, we are definitely seeing a little bit of a slower climb up the hill than we have anticipated if we were normal,” said Karen Arcara, project manager at SKN BAR. “We have seen a boost in the sense that so many people are virtual. What do you look at when you are in virtual school, virtual conferences, meetings, anything virtual? You’re looking at yourself.”

Since a lot of their business depends on direct interaction with customers, SKN BAR has several protocols in place to make sure that customers and staff remain safe. Although patrons may have to take off their masks for special services, masks are required upon entering for all customers. Customers also need to fill out either an online or paper questionnaire to ensure everyone is symptom free. Further, all tools are either disposable or disinfected, and surfaces 

The Shorewood Business District Improvement Board also successfully expanded upon previous roaming music events, to host a “Merry Mobile” event instead of the normal tree and Menorah lighting at Wood Square, next to MOD Pizza. The event helped create community in Shorewood and draw attention to local businesses.

“Since I had been doing the mobile music all summer, it seemed like the best option for a winter celebration while promoting the district and keeping people safe,” Salvia said. “Shorewood is so great because everyone wears a mask without question.” 

The event involved several short stops around the village with music from the School of Rock and well as greetings from Santa. Local businesses were encouraged to have special deals, and many people were able to shop or eat on their way out. 

“In order to prevent any large gatherings, we did several small 15 minutes stops around the district,” Salvia said. “It actually worked out really well since it was more inclusive of the entire district, rather than being centered just around one spot and it was so nice to see everyone out and about, masked up of course.”

Salvia recognizes the role small business ideas play in our community and gives advice to those who have money to spend. She encourages people to keep their money within the local community, and to follow @Shorewooddowntown on Instagram and Facebook so they can interact with businesses in Shorewood and keep updated about any special deals. 

“Our community has been extremely supportive as they seem to truly realize that if they just shop on Amazon or Walmart and other big box stores, and dine out only at big chain restaurants, our small businesses just won’t make it out of this,” Salvia said.

Salvia also shares the importance of independent local businesses for gift giving this year.

“I would continue to encourage the community to support the small independent businesses. They truly need us the most,” Salvia said. “Retailers that carry locally-made items seem to be a high priority for gift-giving this year which keeps the money right here in the local economy.” 

Castagnozzi agrees that it’s very important to bring money into the local economy as opposed to spending at larger businesses who do not have the connection to the community or return money to the community at the same rate that Just Goods or similar businesses do.

“They say something like … if you’re buying local, locally made, you’re bringing almost double the amount of money into the local economy than if you’re buying something from another country or through Amazon and then shipping and all of that,” Castagnozzi said.

Understanding the importance of community engagement, Castagnozzi and Arcara want people to know that they are available to talk, and always open for more people to stop by and engage with their businesses.

“It’s a really great community,” Arcara said. “I live in Whitefish Bay so I’m familiar with [Shorewood], but it’s really fun to work in this area. I love to see all the different people that come through the door. They have been amazingly welcoming to us.”