Cash Mobs Descend on Indie Bookstores

Old Firehouse Books [1] in Fort Collins, Colorado, and Nightbird Books [2] in Fayetteville, Arkansas, were recently the happy beneficiaries of Cash Mobs, organized shopping events designed to support local businesses.

Browsing Nightbird's shelves during Fayetteville's cash mob.

The Arkansas event was the brainchild of Fayetteville residents Sally Williams and Caitlin Covey, who introduced Cash Mobs to the town after reading about them taking place across the country. They created a Facebook page [3], which described their intentions: “We are simply promoting community and hope to grow awareness of the vital role small, locally owned business plays in our community and our daily life.”

With plans for a Cash Mob at a different local business every four to six weeks, Williams and Covey approached Nightbird Books owner Lisa Sharp with the proposal that her bookstore be the first to be “mobbed.” They would announce it as soon as their Facebook page received 200 “likes,” which Sharp predicted would take about a week.

A mob of about 120 people attended the Nightbird shopping event.

“I was thrilled, because I had wanted to bring a cash mob group to Fayetteville as well,” she said, “but felt a bit awkward as a business owner who would want to be mobbed.”

In less than two days, the organizers’ goal of 200 likes was reached, which proved the town was excited about the idea. They then used their Facebook page to set a date and time for the cash mob to descend on Nightbird and suggested a spending amount of $20.

In just two and a half hours last Sunday afternoon, the Cash Mob brought about 120 people to Nightbird Books and yielded 75 sales. Not everyone spent $20, but many spent more and the average sale was just over $20.

Fayetteville’s Cash Mob plans called for a local bar or restaurant to hold a post-event party. BHK Kafe, a local coffee shop that that shares a space with Nightbird, became the official mob party spot and offered specials on food and drinks throughout the event. “Sally and Caitlin wanted each person to meet three new people as a way of further promoting community and the after party was an excellent venue for that,” said Sharp.

Since it can be uncomfortable for business owners to select and promote their own businesses for such an event, Sharp said the Fayetteville Cash Mob organizers have formed a community group of non-business owners to be the selection committee. “It was a lot of fun and I’m excited about being more active promoting the second event,” said Sharp.

Old Firehouse owner Susie Wilmer (center) and staff welcomed the Plaid Mob.

On Tuesday, February 21, Fort Collins’ Old Firehouse Books was the beneficiary of a mob introduced by Be Local Northern Colorado [4], the area’s independent business alliance. It was the second of a series of monthly events called “Plaid Mob,” to represent “the unique, quirky flair” of the community. About 30 people participated, “and 30 people walking in the door at the same time really does feel like a mob,” said Old Firehouse owner Susie Wilmer. Though the suggested spending amount was $10, some spent less, but the average sale was about $30.

“Perhaps the most wonderful thing we heard that day was, ‘I never knew you guys were here!’“ Wilmer said.

At the bookstore, Plaid Mob participants received a stamp on their hand that was good for a discount on their first beer at one of the local pubs. “That made it into a real social event, which was great,” said Wilmer. Customers who wanted to show their support but couldn’t make it to the event continue to come into the store to spend their $10, said Wilmer, “so it’s sort of an ongoing thing.”

The Plaid Mob, like all of Be Local’s efforts, is extremely valuable in reinforcing community involvement and support, said Wilmer. “If any bookstores have the opportunity to join one of the local living economy outfits, do it,” she said. “It’s worth it.”