It was early November 2011. Portland jewelry makers Betsy Cross and Will Cervarich were only 3 months removed from opening their first Betsy & Iya brick and mortar retail location in the northwest part of the city, on 24th and Thurman.
It had been a hectic and exhausting 3 months for this couple, who before opening the store had built a thriving wholesale business in Portland making and distributing their handcrafted jewelry to more than 100 locations around the country, and not surprisingly, Cross ended up getting ill and got her first day off at home in a long, long time.
She decided to camp out on her couch and watch TV. That was a decision that changed Cross & Cervarich’s lives.
As Cross explains, “There were already commercials happening for promoting Thanksgiving and Black Friday. And instead of just spacing out like you normally do with commercials that you don’t care about, I got mad. I thought, ‘What is it with Black Friday that every year, it gets worse and worse?’ It’s like, ‘Completely kill yourself to buy the best presents ever at the cheapest prices by staying up all night or waking up at four in the morning…’ ”
The anger generated a big question.
“I felt a real sense of empowerment to focus on the shops that had given us so much support and business throughout the years”, Cross added. “I’d been in Portland for a long time. How come there’s nothing existing already for these kinds of shops? Why isn’t there a focus? We’re not going to be able to put our shops 50% off, or 40% off. But we don’t have to. Why? Because we have great shops, with a different experience.”
That night, Cervarich came home to hear a new idea for a group retail event on Black Friday.
Cross recalled, “Will came home and I said, ‘What do you think?’ And sometimes in our business relationship, one of us will have an idea and the other one will say, ‘Oh, that’s not a good idea. No way we can pull that off.’ ”
This time, he says ‘That’s genius’, and gets on the computer and immediately comes up with the raffle part of it.”
They also immediately emailed a few of their friends in their retail network to test the idea. “People wrote us back that night” Cross noted, “and said, ‘That’s a great idea and I’m in. So tell us what we need to do’ “
The event also needed a name. Cross recalls, “We were obviously thinking about ‘big box’ stores. And what is different (with the smaller stores)? What is special about gift giving? Little, special boxes wrapped in a particular way. That’s something that smaller shops are really good at.”
So it would be called “Little Boxes”, and something transformative was born.
A different way to shop Black Friday
Just a few weeks later, the pair pulled off the first Little Boxes, pulling together the retail network, promoting the event all over town and in the press, and distributing paper booklets that recorded raffle entries for cool prizes to all who visited the 100 stores on that Black Friday and Small Business Saturday.
It was a huge success. Cross added “We had shops telling us that they previously had horrible days on Black Friday, because people didn’t think to shop there. They put their energy into the bigger stores.”
And it had the added benefit of being a community experience, something actually enjoyable on a typically hyperactive shopping day. Cervarich notes, “Our whole idea is that shopping, especially on these two days where you’ve just spent time with family being thankful, and celebrating a year with family, shouldn’t about rushing to the store and getting coffeed up, and killing yourself to shop.”
In 2012 they did Little Boxes again, with an even larger network of stores, nearly 200. They also added the ability to gain extra raffle entries by buying merchandise at the stores – the more the person shopped at Little Boxes stores, the more chances they had to win.
The raffle is the big draw. Notes Cross, “It creates a light, fun-filled, game aspect. And I think our main thing was always not just the importance of supporting local, which is an important movement and an important part of our economy, but that our main messaging would be that our shops are just something special, and something different than the alternative shopping experience on Black Friday, especially.”
By 2013 they topped 200 stores and added an iPhone app to make it easier for customers to find the stores and tally their raffle entries. Last year they tweaked the app with more features, and had even a few more stories participating, and now, in 2015, they are introducing an Android version of the app.
Through the years, Cervarich and Cross have made sure the messaging and tone of the event has was not about being negative about the big box experience on Black Friday and Small Business Saturday. It’s meant to be an additive experience. Says Cervarich, “It’s always been important to us to stay positive. Our messaging never is negative on the big box stores.”
An act of leadership in an environment of trust
And, the couple has always made it clear that big profits were never, and still are not, the aim of Little Boxes. Cervarich notes, “It wasn’t about making money off of this idea. It was about doing something that we felt was going to be good for our shop, of course, but also going to be good for Portland shops. Especially shops that we had worked with (and continue to work with) for a number of years”
These two entrepreneurs were uniquely positioned to create this event because there are few other makers in Portland that have the kind of reach of the Betsy & Iya retail distribution network. And by being inspired, almost by divine providence, by a bad Black Friday TV commercial, they answered the call to pull that network (and many other retailers) together under a common banner, to generate a big local economic benefit that otherwise wouldn’t have existed without it.
It was an act of leadership, supported by a communal sense of trust. Says Cervarich, “There is an innate sense of trust (in the Little Boxes network), so when we came to a shop-owner, they weren’t being solicited by somebody who was only doing ads, or only doing something where it was taking money. We had worked with them, so we had a personal relationship, and we also were on their side.
The unique sense of collaboration and cooperation that distinguishes both Portland entrepreneurs and consumers also plays a huge role. Cervarich notes, “I give a lot of credit to Portland. If not in Portland, where else (could it have been successful)?
“Portland shoppers, they get it already. And so we just needed to give them a little push of a reason to go out on Black Friday. And that sense of community has been a huge reason why Little Boxes has become successful.”
And yes, Cross isn’t angry any longer. “It’s brought a ton of joy to our lives in the shop, and just the sheer excitement that we see on shoppers’ faces”, says Cross. “We’ve had a few people say, ‘I never even knew your shop existed and now I’m coming every year. I’m going to participate in Little Boxes every year’ “
Little Boxes 2015 will be November 27th & 28th, and you can find out more on their website, and on Twitter and Facebook, or you can just download one of their apps here. Built Oregon is happy to be a primary sponsor of this event. See you in the stores!