Wholesalers vary depending on the particular items that country stores are looking to carry. There is no specific wholesaler for country stores, as it is up to the owner’s discretion. Wholesalers also vary depending on customer demand. Local products may be bought directly from local manufacturers and crafters at wholesale prices. National brands such as Carhartt provide direct wholesale to businesses with storefronts. Meanwhile, independent distributors exist to provide food and beverage distribution in Virginia (Mr. Checkout, n.d.). Institutional support often comes in the form of local economic development agencies and local or state tourist agencies.
Mast General Store has a wide variety of vendors and utilizes a team of buyers to ensure that a wide variety of old-fashioned and modern products are stocked to keep up with trends and customer demand (Tyre, 2017).
Other Goods & Services:
(offered in addition to the sale of groceries)The Food Trust states that, “Household goods, hunting and fishing equipment, feed and farm supply goods, clothing, and automobile repair items are commonly sold” at country stores. Furthermore,
92 other services such as postal services, hunting/fishing licenses, boat/truck rental, and meat processing are typical (The Food Trust, n.d.)
Gift and novelty items such as cards, candles, jewelry, and toys are popular items at tourist- oriented locations (Mease, 2018). The assortment of goods offered at a country store is largely driven by the buying habits and demand of customers. Stores such as Floyd Country Store in Floyd, VA state on their website: “If you don’t find what you need in the store just ask. We are constantly adding new items that are good to have and hard to find.” In addition, sourcing from local vendors is a major focus for country store support within the local community (Mease, 2018; “Sweet Nostalgia,” 2012; “General Stores Serve Modern-Day Purposes for Tourists and Locals,” 2008).
The services provided at country stores can range from a full-service butcher to a barbershop to hunting/fishing license sales. Such services are at the discretion of the owner-operator and may depend on meeting unmet demands of a community. Coffee shops, bakeries, or restaurants can be located within country stores, contributing to the social aspect of country stores.
Social Services:
Country stores often serve as the community hub in rural communities but also in smaller downtown areas. The Mast General Store concept is often sought out to be a catalyst for revitalization and redevelopment (Hoppe, 2014). In small downtown areas such as Floyd, Virginia, the Floyd Country Store serves as a showcase of local culture with events that celebrate the music of Southern Appalachia. The non-profit West Townshend Country Store was created specifically to create a community space where one was lacking (The West River Community Project, 2018). Today, the West Townshend Community Store is a community-serving space that provides donation-based food, a community processing kitchen, a thrift store, post office, and family-oriented events/activities.
Forms of Advertising:
Country stores are often advertised through state or local tourist agencies and roadside signs to attract tourists. Community-serving country stores often rely on word of mouth or a storied history within the community and thus do little in the form of advertising. Marketing of country stores is largely focused on the nostalgia aspects of a store, whether in signage, store display, or services provided. Country stores are beginning to utilize web-based marketing through social media and websites.
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LOCATIONS AND PHYSICAL ATTRIBUTES
Typical Locations:
(e.g., town center, highway ribbon, etc.)Country stores are typically located within historic buildings that once served as or have
continued to serve as a country store. These stores exist largely in rural downtown areas or along major highway corridors.
Co-location Tendencies:
Country stores appear to be located near or enroute to tourist destinations such as historic downtowns or outdoor recreation opportunities. In some instances, gas stations are located adjacent to some country stores, coinciding with a focus on tourist travel.
Number of Residents & Workers in Market Area:
The number of residents and workers in the market area of country stores varies depending on location. For instance, many country stores in Vermont depend largely on seasonal tourist populations (Kapp and Peachin, 2019). The Sugar Tree Country Store is located in Highland County, Virginia, a county with a population of only 2,210 as of 2018, yet the county sees upwards of 10,000 visitors for the Highland Maple Festival in the month of March (Highland County, 2019). Convenience markets and small-sized grocery stores serve as a comparable retail format to consider the market size for a general store due to the stocking of similar convenience items that meet the needs of both residents and visitors. The Urbanna Market in Urbanna, Virginia, a town within Middlesex County, is a local grocery store under the IGA franchise format that serves as an example of minimum market size for a country store. With an approximate residential population of 463 in 2017, the Urbanna Market has been
supported by this permanent population during the offseason and the major influx of tourists during the Urbanna Oyster Festival. This annual festival draws anywhere from 50,000 to 75,000 people to the small town of Urbanna over the course of a single weekend. To gauge potential success of a country store, the Urbanna Market can serve as a prime example of the numbers needed to sustain a country store format that draws upon both permanent residents and seasonal visitors.
Customer Access to Stores:
(walk, bike, car, etc.)Access to country stores varies depending on location. Centrally located country stores such as in rural downtown areas or along main thoroughfares within a village or town setting will see greater
94 pedestrian and bicycle access than a store located on a highway. Country stores that see a large share of customers from tourism will see a great amount of access by car and potentially by charter bus.
Parking Lots and Number of Parking Spaces:
Country store parking lot space varies depending on location and size of establishment.
Community Contributions:
Country stores often source products from local vendors, thus facilitating additional local economic development. This is evident in the case of the West Townshend Country Store in Vermont, where a non-profit organization established a country store to not only provide a community gathering space, but to also create access to local artisans and help develop small agricultural businesses.