As the COVID-19 pandemic continues, many small businesses in Lexington, Va. have struggled to stay open, and creativity has become a necessity in the minds of business owners. Small business owners such as Jess Reid, who owns the Lexington Running Shop, have introduced new methods of retail shopping for their customers. In the days following Thanksgiving, there is always a surge in sales, especially on Black Friday and Small Business Saturday. This year, the surge was slightly smaller, and overall sales were down.

“Early in the year, the store was completely closed for almost two months. This was between March and May. In that time, I was in the store frequently, setting up an online version of our store so that we could continue our sales,” said Reid. “Our customers would also come into the store for private appointments set up ahead of time, so they could try on and look at shoes safely. The online store is still a very large portion of our sales, and the private appointments kept us afloat while we were closed.”

Lexington Running Shop reopened mid-May, and made sure to incorporate more cleaning practices and procedures, such as washing hands or using hand sanitizer after each customer and sanitizing surfaces between customers. Masks are also required in the shop at all times. 

“There have been many new runners coming into the shop since quarantine started because running is a safe and beneficial activity during these times. Many people do not feel comfortable enough to go to public gyms yet, so they have been taking their physical fitness into their own hands and have taken up running. I have read about a sort of  mini ‘running boom’ that has been happening since COVID-19 has made exercising in gyms more dangerous,” said Reid. “Doing things outside like running or walking are safe and accessible. People are turning to running as their avenue for exercise and sanity.”

Lexington Running Shop also has been delivering shoes all across Rockbridge County, for customers who do not feel comfortable leaving their homes. They offer curbside pickup for shoes as well. 

“Making these adjustments makes a huge difference and, if we can make the sale because of a free home delivery, then it’s worth it,” said Reid. “Most businesses have had to be really creative in coming up with ways to stay open. Customers and shops have been going above and beyond with all of these bells and whistles to support each other.”