Christopher Sieverdes

Sharon Strouse, Ohio State University Extension

This BR&E study of antique retailer success factors is part of an on-going body of descriptive research in South Carolina and Ohio. Antique retailers, responding to economic and demographic surveys, provided data obtained in two regional tourist destinations: 1) the South Carolina Heritage Corridor in the three-county upstate corner of the state, and 2) Holmes County, Ohio, in the heart of Amish Country. The complete sample included antique retailers and dealers who operate storefronts in a number of small historic towns and villages or along rural routes. During follow-up interviews, site visits were conducted at the antique retailer’s store using the classic BR&E visitation model.

Findings reveal that the interface between the antique retailers and the customer is based on product line, variety of merchandise, store hours, days of operation and season of the year. Most of these retailers are self-employed owner-operators. Their customer-base is primarily local with in-state, non-local and out-of-state sales constituting less than a third of annual income. Customers seek customer service, business integrity, reputable pricing and products, and good value. Preliminary findings also identify obstacles to maximum success on the part of the business operators. Their failure to think of themselves as part of a region is significant.

Key indicators of these business operators’ successful connection with their customer base will be presented. A fact sheet of findings, including trends in the antique retail business, will be prepared for distribution.