For Central Beach shops, the sweetest Yuletide sound may be the ringing of cash registers, and Vero’s merchants are hoping this holiday season – including this Saturday’s annual Christmas Parade along Ocean Drive – will draw lots of shoppers to their doors.
The festivities begin at 4 p.m. in Sexton Plaza with a pre-show featuring Santa Claus himself on the red carpet, posing for photos and warming up the crowd for the parade, which starts at 6 p.m. Sponsored again this year by Sunrise Rotary, the parade will feature more than 100 floats. Off-site parking is available at Riverside Park, where patrons can grab a free shuttle bus to Ocean Drive.
The Vero City Council got the holiday season off to start last week by gifting island merchants and their customers a one-hour extension of Central Beach parking limits from two to three hours. A survey of 58 businesses on Ocean Drive conducted by Vero Beach Police officers found that two-thirds of them favored changing the limit to three hours so patrons could eat a meal and shop without moving their vehicles.
A strong holiday shopping season is of considerable importance to local merchants.
Beach Planet 7 at 3425 Ocean Drive counts on holiday shoppers for about 15 percent of its annual income, said manager Carol Moran.
Forbes magazine has cited studies showing that for every $100 spent at locally-owned business, $68 stays in the local community, so shopping locally is a gift not just for the ultimate recipient and the merchant but for all who live here.
A special item this year at Loggia gift shop, located at 2900 Ocean Drive, is holiday-themed pajamas for men and women, said owner Judy Baldissard. Loggia provides giftwrapping and shipping services, as well, she said.
In addition to facials and massages, A Pampered Life, located at 3117 Ocean Drive, has a wide selection of gifts and products, said owner Tanja McGuire. Christmas shoppers make up about 20% of their business for the year, she said. Corporate gift baskets and wrapping and shipping are available.
Kemps Shoe Salon and Boutique celebrated an anniversary in November, it’s 51st, said owner Meg Offutt. “We were very, very busy,” Offutt said. Gift-wrapping is always complimentary, and shipping also is available.
The Frances Brewster store at 2903 Cardinal Drive has a nice variety of items that would make great holiday gifts, said Cathye Motta, who has managed the shop for 32 years. Wrapping is always free.
Over on the mainland, if quality toys and educational gifts are in mind, Vero Beach Book Center is the spot. Located at 392 21st Street, and following a well-attended event featuring writers James Patterson and Mike Lupica on Dec. 2, customers come to the store for the extra service, said owner Chad Leonard.
“We get a lot of grandparents this time of year shopping for toys for their grandkids,” he said. “December is probably our biggest month for sales. Books are always great for gifts.”
Photos by Joshua Kodis
