College students push up profits at local stores

Author: Andrea Glaessner

Whether you were sipping your piña colada in Cancún reliving spring break, in New York City on your way to your hedge fund internship or sitting in a dorm room talking to yourself in Chinese last July, you can bet someone here in Middlebury had you on their mind. That is because weeks before you even began to think about books, binders, shelving and shipping, local storeowners were anticipating your arrival. Despite its quaint size and the absence of a Wal-Mart, the town of Middlebury has a solid economy that is relatively dependent on you, a Middlebury student, for growth and sustainability.

For most local stores, September means a rush of sales to incoming students and their comfort-minded parents - which also means greatly increased profits. To prepare for the rush, many storeowners began stocking up as early as July.

Glass Bead Game, Middlebury's own women's fashion boutique, started receiving shipments of designer jeans and sweaters during the summer, when it was too hot to even think of long pants. The boutique's owner, Sheila Simson, says her busiest month is August, when local high school and middle school girls pour in for back-to-school clothes.

But come late September, Simson notices more college-age students perusing for "going-out tops" and designer jeans such as Seven and Citizens of Humanity, two of the highest-volume jean brands sold at Glass Bead Game. According to Simson, she does not see many college shoppers until mid-September because many Middlebury students come back to campus with a slew of new outfits. It takes a couple of weeks to get settled in - and retire that shirt worn to both of the McCullough dances - before students decide they need a new look - and a good study break. October and November are also peak months for the boutique, as more students realize high-quality and high-fashion clothes are just a brisk walk down College Street.

Although September is the typical peak month for student shopping in Middlebury, other local storeowners noticed different trends. Middlebury Discount Beverage Company manager Amber Riley says their peak months are January and May. The reason for increased profits in those particular months is fairly self-explanatory. To most College students, January and May both involve an increase in "beverage" consumption.

The UPS Store also brings in the most profits in May. In fact, the UPS Store was opened nine years ago with College students almost exclusively in mind. Stacey Bougor, the Middlebury location's store manager, says that College students account for 80 percent of sales. May brings the biggest rush as students charge in after finals to ship home everything that does not fit in storage or suitcases. The UPS Store also makes sure to stock up on packing supplies far in advance. "In May, we're out the door in boxes," said Bougor. "You'd be amazed."

Although other stores do not necessarily depend on College students for survival, they certainly do not mind the September boost in sales. Diane Smith, the manager of Aubuchon Hardware on Court Street, typically stocks up on tape, cement blocks, adhesives, light bulbs, shelving and other dorm room essentials for the student rush in the first three weeks of September. But Smith says that their peak months are June and December, since in Vermont, June means the end of the mud season and local shoppers stock up for gardening. December is the time for home improvement for holiday visitors as well as gifts and decoration in general.

"It's the local contractors and home owners that keep us going," said Smith.

So the next time you hit up Ben Franklin for your Halloween costume or order "fingers and toes" at Mister Up's, remember the good you are doing to support the local economy that dresses you, houses you, feeds you and treats you like the influential consumer that you are.