BY ANGELA K. ROBERTS
PHOTOS PROVIDED
When Retail Therapy owner Alicia Dunbar heard about an upscale shopping district near Indianapolis offering a ladies’ night out promotion with branded shopping bags, she had an idea: What if she and her Greater Lafayette colleagues did something similar, and what if they created reusable bags to dually promote the event and create a more eco-friendly buying experience?
Last July, Dunbar co-launched Girls Gone Local, which takes place the second Thursday of every month. For $10, women can purchase an exclusive tote to carry as they sip, shop and stroll through downtown Lafayette in early evening, at a time when smaller retailers typically are closed.
Instead of getting multiple bags from multiple stores staying open late just for them, women can place all purchases in a single bag. Along the way, they can participate in seasonal experiences, like assembling a bouquet of flowers from various shops or posing for a photo with the Easter Bunny.
The promotional events target a desirable retail demographic: busy women for whom a night out with friends is a rare opportunity. It’s a win-win for local businesses and buyers with a lot of purchasing power.
“We tend to not make time for ourselves,” Dunbar says of women. “We always say ‘Let’s get together soon,’ but we never do it.” Girls Gone Local is something that friends can plan for month after month, she adds – without having to do any of the planning.
Now entering its second year, the event is drawing not only Greater Lafayette residents but also out-of-towners looking for a destination shopping experience.
It’s also attracted some unexpected vendors, such as a chiropractor, a law firm and a dental practice. During April’s gathering, the urban-chic Downtown Dental opened its doors to showcase a waiting room gallery of sunflower photos and offer each woman a single stem to add to her spring bouquet.
To help support local women-owned businesses without a storefront, many participating shops offer pop-up space for selling products such as crepes, popcorn, leather goods and cookies. Restaurants and bars offer specials, too, such as a free treat along with a cocktail.
For up-to-date information on specific businesses that will be open these months, visit:
https://www.facebook.com/retailtherapy1005
https://www.facebook.com/hellodowntownlafayette
https://www.facebook.com/GGLLafayette.
