Birmingham--If youâre out shopping this weekend and the store is suddenly inundated with customers, donât be surprised. Birmingham is the latest city to experience a phenomenon called a âcash mobâ As WBHMâs Andrew Yeager reports, supporters of the concept hope itâll have people buying local.
On a recent Saturday morning Cindy Thigpen whips around plants and garden decor in the shop she co-owns with her husband. She doesnât really stop as she bags a ceramic garden figurine or greets people entering the store.
Sheâs particularly excited because Charlie Thigpenâs Garden Gallery is experiencing a cash mob.
Hereâs how it works. A group of people commit to spend at least $20 at a small, independent business. They descend upon this store at a set time, usually over a 2 hour window. Cash mobs are generally organized informally through social media such as Facebook or Twitter. The first one occurred last summer in Buffalo, New York, before the idea spread to other cities and a few foreign countries. There have been at least four cash mobs so far in Birmingham. This particular one was sponsored by ShopBirmingham.com. CEO Emily Lowery is pleased with the initial response.
âWhen you look out here everyoneâs sitting and having conversations with each other either about plants or buying locally and itâs not, you know, a big box kind of let me check out and not talk to anybody kind of experience."
Shop Birmingham did add an incentive with prize drawings. Customers could also get a free cup of coffee at a nearby shop.
The same morning just a few miles away, Brooke Fleming awaits the start of a separate cash mob at her store â City Arts Boutique in Woodlawn. This one was loosely organized through a Facebook group called Birmingham Cash Mob. Thereâs no outside sponsorship or prizes, although Fleming has set up a self-serve lemonade stand near the check out. She says since this is a burgeoning, grassroots phenomenon, and her business is just a few months old. Sheâs keeping her expectations low.
âI would be happy with just a handful of people actually. It doesnât take much to make me happy.â
UAB business professor Robert Robicheaux likes the cash mob idea. He says buying goods and services from local vendors keeps more money circulating through a local economy. However for the specific businesses being mobbedâ¦
âThe individual isolated instances where they might generate a few hundred dollars are really not going to impact the business all that much.â
What Robicheaux does see is a novel use of social media marketing. While itâs not clear whether cash mobs are actually reaching new customers, he says social media expands further than one might think.
âThe number of middle-aged folks and senior citizens who are very, very active in social mediaâ¦I just made the mistaken assumption that it was all young people and it was the millennials who were gonna dominate this media and itâs not.â
At Charlie Thigpenâs Garden Gallery, Mandi and Jeremy Welman exit the shop with their haul. Some plants, garden accessories and a ceramic flying pig.
âYeah, look at that! Thereâs our flying pig. Gonna go on the porch.â
The Welmans just got back from vacation the day before. So if it werenât for the cash mob and an e-mail reminder from the store, they probably wouldnât have been here.
âThey mentioned free coffee, didnât they? Thatâs always a perk. No pun intended.â
Since cash mobs are a recent development, most data is anecdotal. Cindy Thigpen says the event generated a lot of buzz and her store doubled its sales over the previous Saturday. While she saw many familiar faces, she estimates a third of customers were new. At City Arts Boutique, owner Brooke Fleming says five sales were probably due to the cash mob and she finished the day with more sales than normal. A ânice popâ she calls it for a business just starting out.
Future cash mobs are planned for the Birmingham area. UABâs Robert Robicheaux says cash mobs will probably morph into something new. What that is exactly, he doesnât know. But you can probably find out, by keeping an eye on Facebook, Twitter or your inbox.
~ Andrew Yeager, April 4, 2012.