Pink balloons adorned street corners in downtown Chico Nov. 21 to signify 15 small businesses banding together for the first ever Pink Friday.
Pink Friday is a nationwide event that encourages consumers to shop at local businesses in lieu of big box stores. Founded in 2020 by the Boutique Hub, a community dedicated to supporting independent retailers, the event takes place the week before Black Friday to encourage customers to “support small retailers first,” according to its website.
Anika Rodriguez, co-owner of the Anika Burke shop, spearheaded the collaboration with the owners of Kat’s Meow and 3 Seas. With online shopping on the rise, she said that brick-and-mortar shops are taking a big hit. Many vacant spaces occupy Chico’s downtown, indicative of a challenged economy. She said that locally-owned businesses “will get lost if we don’t advocate for them,” stressing that it’s both the responsibility of the consumer and shop owners to participate in the local economy.
3 Seas Boutique, a clothing, shoe and knickknacks store, saw a large turnout of shoppers on the day of the inaugural event. The owner, Kim Colombo, said that the last year of business has been “a little bit of a rougher year” due to consumers being “a little scared to spend money right now.”
Makelle Bryant has worked at Kat’s Meow, a children’s clothing boutique, for five of the 19 years that the business has occupied its downtown space. She shared a similar sentiment to Colombo, remarking on the changing economy and ways that consumers interact with spending.
“This year is probably a big turning point for downtown businesses — I think some of us are either getting hit the hardest or it’s been a really good year,” Bryant said.
Bryant mentioned the sustainability movement that has grown in popularity and caused consumers to question whether they need an item or if they can live without it. In many cases, consumers are opting to buy items that will last the test of time as opposed to engaging with fast fashion and cheaply-made goods.
“We’re now competing with big box stores — like Target, Amazon, Walmart — it’s really important for us to maintain this community and bring people downtown to shop here,” she said. She said that one of the businesses’ biggest struggles is “just getting people to show up” to shop in-person instead of spending money online.
Rodriguez said that the most rewarding part of organizing the event was working with neighboring businesses. She said many businesses tend to keep to themselves, but in anticipation of the event, “it gave us a reason to talk to each other.”
“I think when we work together, we’re better. I think that this will be the first of many collaborations,” Rodriguez said.
Rodriguez wore a pink top to celebrate the day, though she later laughed that the color was unflattering when there were so many photos being taken of her that day.
The Peddler’s Closet, owned by Leann Powell, has occupied a space in downtown for five years, specializing in bohemian clothing and jewelry. She said that she’s excited “to be part of the grassroots movement” that Pink Friday represents.
Powell also emphasized the sense of community with other businesses that she’s found downtown. “If I don’t have something, I can send somebody to another place,” she said.
Many shop owners said that events like Choose Chico, Wildcat Weekend and Christmas Preview are days when they see the biggest revenue for their businesses. But in years to come, many hope that Pink Friday might join that list.
Rodriguez’s dream is that Pink Friday will mirror the long lines and excited shoppers akin to Black Friday, but will also be coupled with “intentional shopping” at small businesses.
Lexi Lynn is a contributing writer to ChicoSol and a Chico State journalism major.