As the holiday shopping season commences, international sellers are grappling with maintaining their U.S. customer base amidst a landscape fraught with challenges. In particular, small businesses in Canada, such as Fleece & Harmony, a woolen mill and yarn shop located in Belfast, Prince Edward Island, are feeling the pressure.
Owner Kim Doherty has historically found success in sending yarn to American customers without significant obstacles. However, the rise of online shopping during the holiday season, especially on Black Friday, has brought about new complexities. With enticing discounts come increased risks, including potential online scams and misleading offers that could deter customers.
Local Artisans Struggle to Compete
Many artisans are not only concerned about maintaining sales, but also about competing with larger retailers that dominate the Black Friday market. Fran Poirier and her sister Sue Bacarro, who run the Etsy shop Digi Wildflowers in Windsor, Ontario, are among those feeling the strain. They emphasize the importance of cultivating relationships with their customers, but acknowledge that the overwhelming options available online can lead buyers away from smaller shops.
While the allure of big discounts may attract consumers, it often overshadows the unique offerings provided by independent sellers. As Poirier and Bacarro fill orders for their handcrafted products, they express concern that their small-scale operations may not withstand the competitive pressures as the holiday season progresses.
Global Shipping and Customer Trust Issues
Shipping logistics also play a pivotal role in the struggles faced by these businesses. Delays and increased costs associated with international shipping can discourage American customers from purchasing from foreign retailers. Additionally, the trust factor looms large; many consumers are hesitant to engage with brands outside their home countries, particularly if they fear potential fraud.
Despite these hurdles, some sellers are adopting innovative strategies to attract and retain customers. By enhancing their online presence and utilizing social media marketing, they aim to engage a broader audience and highlight the distinctiveness of their products. However, as holiday shopping intensifies, the question remains whether these efforts will be enough to sustain their businesses through the season.
The upcoming weeks will be crucial for international sellers, as they navigate the complexities of a changing retail environment while hoping to capture the interest of U.S. shoppers looking for unique gifts this holiday season.
