Some may say it’s risky business to set up shop in a small town. The local shopping traffic may not be enough to sustain your business and advertising to draw shoppers from outside of the area is expensive. So how do some small business owners in Livingston County remain viable? Good marketing strategies. Just ask some Caledonia merchants who are finding that you can operate a lucrative small town business, all it takes is a little creativity.

   Country Junktion, Knit One Scrapbook Too and Caledonia Antiques collaborated to host a Peddler’s Market on Saturday, April 14. Held at J.W. Jones Hall, the daylong market featured over 30 vendors showing off the wares of the area’s most talented artisans and a selection of antiques and collectibles. A $1 donation at the door went to benefit the Caledonia Fire Department.

   Rita Kanaly and Peggy McFall, co-owners of Country Junktion, Janet Graham, owner of Knit One Scrapbook Too and Michael McKay, owner of Caledonia Antiques began planning for this event three months ago. They invited several local vendors to be part of the market as well as many others from outside the area that are favorites in other folk art shows. They wanted to involve as many of the local businesses as possible so they put together a packet of coupons and discounts to local stores and restaurants. Each shopper coming to the market received a packet. That keen marketing strategy paid off with immediate results. The downtown district was a hub of activity for much of Saturday, as shoppers, both local and from out of town, spent the day visiting the other local shops on Main and State Streets and enjoying lunch. Kanaly, McFall and Graham were all smiles at the large turnout of shoppers.

   "We wanted to be part of the community. This is what draws people, a great variety of vendors with reasonable prices," Kanaly said as she looked out over Jones Hall packed with eager shoppers.

   Mayor Joe Caluorie visited the Peddler’s Market and called the Main Street merchants who organized the event, "Power houses, the kind of people that make things happen in a community. The kind of people we want in Caledonia."

   One cannot ignore that a large dose of hometown friendliness with a personal touch goes a long way to ensure that visitors return to future special events. There was no skimping in that area as all three ladies were grinning from ear to ear as satisfied customers thanked them for a wonderful show and for putting the life back into downtown Caledonia.

   This isn’t the first time these three business owners have welcomed large crowds of shoppers into their shops as though they were family guests arriving for Thanksgiving dinner. Their annual fall festival featured an outdoor autumn market and a make-a-scarecrow event that delighted both young and old. During Hometown Holidays in December, the shops again invited their customers inside out of the cold with hot hors d’overues, crafts for all and plenty of holiday bargains. Kanaly said plans are underway for a customer appreciation day coming in June. It’s theme, "The ten commandments of good business."

   Cynthia Oswald, president of the Livingston County Chamber of Commerce says collaboration between small businesses in a community is the key to success.

   Together, owners can attract visitors from outside of their own community to their businesses through good marketing, such as the organizers of the Peddler's Market did by offering a variety of vendors and giving away the local business coupon packets.

   Advertising events like the Peddler's Market to a wide area increases tourism to a community, as well. People enjoy visiting the quaint, small towns dotted across Western New York, Oswald said.

   For information about Livingston County tourism and events happening, visit their website at www.fingerlakeswest.com