When the economy slumps, small privately-owned businesses are effected the most. Rather than let our local entrepreneurs stumble, Toledo Cash Mob is rallying the purchasing power of Toledoans en masse to give local businesses a shot in the arm and expose potential customers to mom n' pop gems that they might not otherwise discover.
Based on a national movement and gaining steam, cash mobs involve selecting a small business, gathering a couple hundred potential customers, and having those customers patronize the shop during select hours on a given day. Toledo's group has been rallied together by Erin O'Bryan, a native who's owned and operated her own website design company, Irishis, since 1997. She started the movement the way many start these days — Facebook friend invites.
"When I saw what everyone else was doing around the country and that it wasn't being done here, I thought I would give it a try here and see what happens," O'Bryan said. "I decided to start a Facebook page because it's such a great way to get the word out." Those friends spread the word among their own Facebook contacts, and in February the "mob" was born. Their goal of flooding one business a month with their 465 members and the accompanying spending power has been a success.
"How it works is people nominate local businesses they like and want to support on Facebook and I pick one that would meet most interests. We look for unknown 'mom and pop' businesses and prefer local as opposed to large chains," explain O'Bryan. "We then contact the business owner so they can adequately prepare for the rush because we don't want to just show up and overwhelm them unannounced. The mob is scheduled for a designated time, say, a full afternoon on a Saturday. We try to encourage participants make around a $20 purchase when they arrive. But, of course, if they can only afford a smaller purchase, whatever they decide to buy is great."
Toledo Cash Mob conducted its first mob on March 10 at Meats and More on Heatherdowns Boulevard. "I was very surprised at the size of the turnout. Meats and More was also very pleased with the showing and has since been a big supporter helping to get the word out," says O'Bryan. The group's second and third mobs were held at The Original Sub Shop & Deli on Broadway and Rhode's Garden Fresh produce market on Monroe Street.
"Owners have said they've seen triple and quadruple their normal business on those days, and the big thing is these customers have discovered new local businesses that they are likely to visit again."
Toledo Cash Mob has seen tremendous growth since staging its first mobs, now approaching 500 members on Facebook. Their last mob was July 28th at the Toledo Farmers' Market, an obvious choice for because it features so many vendors.
Are you the anti-Walmart? Two local organizations want to help. Toledo Cash Mob, www.facebook.com/toledocashmob or follow them on Twitter @toledocashmob.