Photos by Sara Afzal. Click above to launch slideshow.
Northampton, Mass.— The chiming bell signaling Salvation Army donations and the Christmas trees and lights decorating Main Street brighten Northampton every holiday season, but the worries of shoppers and storeowners about the economic recession are new in town.
“I’m not going to buy gifts this year. I’m making gifts,” said Olivia Lark, a Northampton resident. Lark was planning on making cards and creating art as gifts.
Kim Bullard, a third year student at Hampshire College agreed with her friend Lark about cutting back, and had decided to give each of her friends a $5 donation to Planned Parenthood, an organization promoting female sexual health and abortion rights.
People have reduced their shopping in Northampton and all over the nation with the loss of jobs, homes, and loans. Consumer spending in the U.S. shrank by an unprecedented rate of 0.3 percent between July and September of this year.
“I’m hoping when the new administration comes in that jobs come back and the economy starts looking up,” said Vicki Deal, a schoolteacher from Longmeadow, Mass. who travels to Northampton once a year for her Christmas shopping. Deal said she does not feel as pressured by shopping this year since she made blankets for her grandchildren and eliminated giving gifts to her adult family members.
UMass junior and Essentials employee
Sara Cantler restocks merchandise.
Cantler has worked at the store since July.
Northampton has many shoppers who travel here for the assortment of small businesses on Main Street. According to Colette Katsikas, manager of the gift shop Essentials, “People are certainly buying less, but it hasn’t been that bad for us.” Katsikas explained that customers were purchasing the less expensive products more frequently.
Loyal Essentials customer and Smith College alumna Gerri Adams said she is generally being a bit more watchful in her purchases and making more donations this year. Adams commuted from Hudson, N.Y., a one and a half hour drive to Northampton.
Katsikas aids store owners John Urschel and Sydne Didier with buying directly from U.S. and foreign companies in Europe and South East Asia. Katsikas said that by importing original products directly from the company, Essentials increases its profit margin because it does not have to compete with products in the mass market.
“We import things that we think are worth it. If you want to spend the money, our products last and make your life beautiful,” said Katsikas.
“They have really adorable stuff that’s expensive but worth it,” said Caitlyn Colman, Smith College alumna and Essentials customer.
In 25 Central, mother Melissa O’Neill of
Greenfield, Mass. asks her daughters,
five-year-old Madeline and eight-year-
old Molly, to try on winter hats.
Jonathon Bechard, a Palmer resident, said the local shops in Northampton are the best place for gift shopping because there is more quality in their products.
“The experience to be had in Northampton is like no other,” said Bechard.
The modern clothing and accessories store, 25 Central, located in Thornes Marketplace, carries items for women of all ages, according to owner Sheree Bloomberg.
“In Northampton a lot of people support local shopping. I am disappointed that Urban Outfitters is coming,” said Bloomberg. Bloomberg said that 25 Central buys specifically for her clientele in Northampton. Urban Outfitters is a mainstream clothing and accessories store for men and women that will be opening this week.
There is no doubt that shoppers are still drawn to Northampton’s small businesses, but with the economic recession people are spending less. According to Northampton resident Javier Luengo, “There’s less people on the street and less money.”
