Stung by a disappointing Christmas season last year, Evanston store owner Rachel Hershinow decided to get more aggressive, launching a grass-roots "shop-small" effort she hopes will help dozens of fellow merchants.
"Last year sales were down and personally, I felt sheer panic and terror," said Hershinow, owner of Stella, a women's boutique on Central Street. "I thought, I can either succumb to the fear or fight like hell."
Choosing to fight, Hershinow started a Shop Small Stores campaign, an idea she said has been adopted by many of the almost 75 business owners who belong to the Central Street merchants association.
Monday, January 4, 2010
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