The two sounds that seemed especially important during Thursday’s Third Annual A Not So Silent Night were the ringing of sleigh bells on horse-drawn carriage rides and the ringing of cash registers in stores.
One was unabashedly sentimental, the other, clearly commercial.
Both seemed to have their particular place during the four-hour event organized by the Columbus Downtown Merchants Association.
At Viewpoint Books, staffers played the Hallelujah Chorus from the classic 1963 “Firestone Presents Your Favorite Christmas Carols” album on a retro turntable when customers first began streaming in.
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Book store workers were figuratively singing their own hallelujahs from last year’s success on this same night: sales in a two-hour period from the 2018 night — some $3,000 of merchandise — that more than tripled sales of many entire, slower normal weekdays.
Plus, though the 2018 event technically was designed to end at 8 p.m., shoppers continued browsing and buying until 9:30 p.m.
And purchases began briskly on Thursday, too.
“We’re selling experiences, really,” said co-owner Beth Stroh, referring to everything from books that spouses discuss together to children’s and family games.
The night seemed to be about experiences — that is, people spending time together along with spending money, too.
Jeff Baker, owner of Baker’s Fine Gifts, mentioned that any time special downtown promos are in force, he can see sales significantly increase or even double.
“This represents a tremendous outpouring of the community to come downtown in what seems like a Christmas festival atmosphere,” Baker said.
Kim Package and her two young children enjoyed the carriage rides, definitely adding to the seasonal and festive atmosphere.
“It definitely was a lot of fun,” she said.
Adding to the fun at The Commons playground for the evening was a Santa playing accordion while a nearby youngster or two joyously danced to the rhythm. Others said they came out specifically as a family for such activities, uncertain if they would shop.
“I think it’s awesome that they’re having a lot of the activities going on down here for Christmas,” said Dawn Bunch, surrounded on Washington Street by a group of relatives.
Activities ranged from Christmas crafts at The Commons for youngsters to a children’s elf scavenger hunt to the opening reception for the 50/50 exhibit at the 411 gallery on Sixth Street. About an hour into the night, the gallery was packed with people.
Some newer downtown merchants figured the significant increase in foot and vehicle traffic was good for building business awareness. At Sophia’s Bridal and Tux, the simple plan was to marry visibility with holiday merrymaking.
The shop, opened earlier this year, includes everything from formal wear to local art to Christmas ornaments.
“Then, once people see that we’re here and they know someone who’s engaged or in need of formal wear, they can send them in,” said owner Jessica Limeberry.
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For more photos of the Not So Silent Night event in downtown Columbus, visit therepublic.com.
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