How Small Retailers Can Outperform During Foot‑Traffic Slowdowns

Support
Jul 5
3 min read

Summary:

Though service sectors grew in June, retail foot traffic softened month over month. This piece provides tactics to boost resilience, such as blending online and offline outreach, promoting essentials, and using loyalty programs to maintain flow.

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Small Retailers, Big Moves When Traffic Stalls

In June, while the services sector in the U.S. economy showed signs of life, retail foot traffic dropped by 2.3% month-over-month, according to Placer.ai. For small retail business owners, this kind of dip isn’t just a number—it’s a wake-up call. When the aisles stay empty, it’s time to get scrappy and strategic.

Rather than banking on walk-ins, smart retailers are doubling down on what they can actually control: outreach, loyalty, and relevance. The goal isn’t to wait for shoppers. It’s to meet them—online, through their inbox, or in the places they already trust.

Let’s explore some steady tactics that can help mom-and-pop shops stay not just afloat, but thriving, during slower seasons.

1. Sync Your Online and Offline Channels Like a Pro

An omnichannel strategy isn't just a buzzword—it’s survival logic. If fewer people are walking past your storefront, meet them on their phones. A Shopify report found that 74% of consumers shop both online and in-store. But here’s the catch: they expect a seamless experience between the two.

That means your social posts, Google listing, and email newsletters should mirror your current in-store promotions. Make it easy for customers to check stock, place holds, or schedule pickups from their couch. Even better, use QR codes in your windows to drive foot traffic from people walking by after hours.

Example: Local gift shop? Promote a “Shop Now, Pickup Later” deal on Instagram with next-day in-store pickup.

See how Paper Source uses omnichannel tools to turn casual interest into revenue across platforms.

2. Essentials Always Sell

When budgets tighten or shoppers visit fewer stores, essential products tend to win out. According to Deloitte’s Retail Outlook, over 60% of consumers are shifting spending toward “need-based” items, even when shopping locally.

Use this shift to your advantage. Merchandise your essentials near the entrance and run mini promotions on everyday bestsellers. This helps get people in the door—and gives them a reason to come back.

🧼 Example: A boutique might promote eco-friendly cleaning supplies, while a small bookstore could spotlight planners or school prep kits during back-to-school season.

3. Loyalty Shouldn’t Feel Like Homework

Here’s a stat that should stop you mid-scroll: 60% of small businesses don’t have any loyalty program at all, according to Salesforce. That’s a missed opportunity.

Loyalty doesn’t have to mean punch cards and complicated tech. A simple “Buy 4, Get 1 Free” on coffee or candles, or an email-only secret sale for returning customers, goes a long way.

Pro Tip: Use free tools like Square Loyalty or Fivestars to track customer engagement without needing a full-blown CRM.

“Loyalty programs shouldn’t be a hassle—they should feel like a high-five,” says Michelle Grant, Director of Retail Insights at Euromonitor.

4. Community Events Still Work—Even If They’re Small

You don’t need a parade. You just need a reason for people to stop by. Host a 5-minute giveaway, a local artist pop-up, or “First Name Fridays” (e.g., “Anyone named Sarah gets 10% off”). These small in-person nudges remind people your store exists—and that it’s fun.

Bonus: Use Google’s Local Campaigns to geo-target nearby customers when you’re hosting an event.

U.S. Retail Foot Traffic – June 2025

(Data from Placer.ai)

Category	Month-Over-Month % Change
Department Stores	-3.1%
Apparel Retailers	-2.8%
Local Bookstores	-1.4%
Convenience Stores	+0.6%
Essential Goods Only	+1.9%

5. Use Data to Keep Regulars Coming Back

Foot traffic is unpredictable. Your customer list is not. Start segmenting based on past purchases or frequency. Tools like Klaviyo or even Mailchimp let you create personalized campaigns based on what people actually buy.

Send restock alerts, first-access sales, or “We Miss You” discounts. These can often outperform general promotions, especially during slower months.

Personalized emails deliver 6x higher transaction rates than generic campaigns.

The Takeaway

Foot traffic is finicky. Loyalty and relevance are not. By blending low-lift tech with basic human outreach, small retailers can keep cash registers ringing—even when sidewalks stay empty.

Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.

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