Canadian Retailer - Fall 2013 - 41

come from the area worst hit by the flood. Sales
revenue plummeted for over two months, and
only started to rebound to pre-flood levels in
August. It's very typical after a disaster for the
market to take time to reestablish itself. Businesses must be prepared for this, and perhaps
consider ways to reach out to new markets unaffected by the disaster.
"We were really surprised and pleased when
Heather at Ella Minnow took it upon herself to
assist us. A total of six other independent stores
from across Canada picked up on that as well
and likewise split profits from a day's sales,"
explains Owl's Nest owner Michael Hare. "We
thought it was nice, but realised Pixie Hollow
needed it far more than we did, so we turned
over all the donated proceeds and decided to
similarly do a charity sale for Pixie Hollow."
The reception from the community, still reeling from the disaster, was astounding. Owl's
Nest did almost $4,000 gross on the day of the
sale. On that same day last year, that number
was about $700. "The community really stepped
up. It was fantastic to see," says Hare.

actions of their fellow townspeople. Residents, many of them
experiencing heartbreaking losses of their own, began bringing in to the RCMP jewellery found all over town wherever the
floodwaters had deposited them.
"A few of these items were of great value. But that's not the
point," explains Joanne tearfully. "These people were all going through the impacts of the flood, just as we were. But they
were still compelled to return what they had found to the rightful owners. These are a few of our experiences with the kind of
goodhearted people of High River."
The heart of retail

For every one business damaged there were four or five personal
residences flooded out. Businesses, both local and national stepped
forward to assist. Large retailers, like Home Depot through the
Home Depot Foundation, Canadian Tire, and Walmart are famous
for stepping up to help people rebuild their shattered lives after
disasters. It's part of their commitment to being good corporate
citizens of the communities they serve.
Countless small retailers assisted as well, often in unique and
unheralded ways. Of all the items residents lost in the disaster, books were among the most common. Those that weren't
washed away were left mouldering by the dampness that infused every affected building. However, it's often the big-ticket
items-appliances, electronic devices, furnishings-that dominate our thoughts after a catas"These people were all going through the
trophe, leaving books forgotten in the shock of
impacts of the flood, just as we were. But
the moment. But we don't have the same deep
they were still compelled to return what they
personal connections with most items as we do
with books.
had found to the rightful owners. These are
Calgary bookstore, Pages on Kensington,
a few of our experiences with the kind of
realised this reality and decided to help cusgoodhearted people of High River."
tomers replace books they had lost during the
- JOANNE AUSTEN flooding. The store, which did not suffer damAusten Jewellers age in the flood, started an initiative in June
to sell books to customers at cost. In addition,
the store made accounts for customers who had lost books in
Widespread devastation...and support
But of course, it wasn't just bookstores that the flooding to allow members of the public to make donations.
were affected by the flooding. One's mouth Customers were also able to email the store with titles they lost
drops and heart sinks when looking at photos for Pages staff to try to locate. To boot, the store did not charge
of the devastated areas. Dozens of businesses, for shipping of these items.
Several publishers, including Anansi Press/Groundwood
most of them the small shops for which small
towns and downtown cores are known, were Books, Simon and Schuster, Penguin, Random House Canada,
and others offered to help Pages on Kensignton with their plan,
washed away by the record water levels.
Austen Jewellers, opened in 1990 by Joanne selling books to the store at discounted prices as low as 50
and Wayne Austen, was another building hard per cent off. Some, like University of Alberta Press and Couch
hit by the flood. By the time word of the rising House Books, even gave the store free copies.
No one can truly be prepared for a natural disaster. The emowaters reached them, the Austen's had time to
move only a fraction of their inventory before tional as well as ﬁnancial toll can be unimaginable to anyone
the flood ravaged through their store, blowing who has yet lived through a ﬂood, storm, or ﬁre. But with some
out the windows and scattering merchandise forethought, you can indeed make your business more resiliand displays throughout the entire town. It was ent. And thankfully, because Canada's independent retailers
mean so much to the communities they serve, there is always
a devastating loss.
But even as their store lay battered and mud- someone-a friend, customer, or even fellow retailer-who will
soaked, the Austen's spirits were buoyed by the be there to lend a hand when it's needed most.

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Canadian Retailer - Fall 2013

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