OAKLAND – The pandemic accelerated the growth of online shopping, putting brick and mortar stores in a difficult spot and many small businesses have learned to adapt. In Oakland’s Rockridge shopping district on Saturday, they decided to add some music to the market.
Compared to two years ago, things are looking up for the small businesses that run along College Avenue. Saturday morning, people were back out on the streets as Rockridge held its “Rock-n-Stroll” event featuring live music to help promote buy-local shopping. .
Outside Mignonne, a vintage home decor store, a lone guitarist played a Tom Petty song.
“Some people are holding their pocketbooks a little tighter but we seem to be pulling through pretty well,” said Mignonne manager Sav Trinchese.
He said they learned their lesson in the Great Recession of 2009. They diversified, adding refinishing and reupholstering services that helped them survive the pandemic – especially with so many people stuck in their homes.
“With everything going on in the world, you sometimes need a little escape so why not make your home your little haven?” said Trinchese.
There is no escaping the competition from the huge online retailers. Longtime Rockridge resident Marty Nemko doesn’t like it but admits it’s hard to avoid.
“Even I, who recognize the value of community and local stores, I end up buying a lot on Amazon because the selection is so great, the prices are so great and I get it to my door in a day,” he said.
That’s not a concern at the “Cuttin’ Up on College” salon where MaryAnne Valentine has been styling hair for nearly 40 years. His challenge has been adapting to all the technology workers who have recently moved into the neighborhood.
“It’s good because they can’t get their hair cut on Amazon, for sure,” he said with a laugh. “They can buy the clippers and try and then we fix them when they mess up.”
Just as shopping has evolved, so have brick and mortar businesses.
Further down the street, a blues band wailed, offering customers a live experience they couldn’t get online.
Across the street, at PlanterDay, owner Matt Day and his partner Yumi sell potted greenery as a comforting force against the stresses of everyday life. To connect with the community, they offer their shop as a venue for gatherings such as neighborhood comedy shows and wellness workshops. It’s all part of adapting to a rapidly changing environment.
“We’ve had to be more realistic, think bigger and, at times, scale back and just learn to adapt,” Day said. “So, I think we’ve learned to become very resilient.”
There is no going back. Online retailers will always be an option but small businesses are learning that their customers don’t just want to add to their property — they want to add richness to their lives.
John Ramos accidentally launched a lifelong career in journalism when he began drawing editorial cartoons and writing smart-alecky satire pieces for the Bakersfield High School newspaper.
