Lisbon Street retailer bucks pricing trends
LEWISTON – Judy Ballard makes it easy for her customers.
The owner of the 95 Cents Store on Lisbon Street priced everything in her shop 95 cents, so that with tax, the tally is an even buck.
“I thought about having a senior citizen discount day, but with everything at 95 cents, I figure it’s always senior citizen discount day,” she said with a laugh.
Ballard has been in the discount retail business for 20 years, running various stores from Brunswick to Lewiston. She has accumulated quite an inventory, much of which is displayed somewhat haphazardly in her small store.
Racks of jewelry dominate the center aisle, with used and new clothing off to the side. Toys are toward the back. Knickknacks and craft items adorn every flat surface. Buckets of geegaws are tucked under the displays.
To neat-and-orderly types, the store could be an assault on the senses. But to bargain-hunters, there’s a promise of treasure.
Nestled up against Anita Bryant’s “How Great Thou Art” album is a Mahalia Jackson 45 in its original cardboard jacket. Crafters could swoon over spools of 3-inch wide velveteen ribbon and buckets of glass and wood beads. Brand new men’s pants – up to size 60 – are there for the (almost) taking. Jewelry she bought wholesale (10,000 pieces at once) are still on their original retail cards, preprinted with $4.95 price tag even though the sign above the display says 95 cents.
Ballard acknowledges that her merchandise runs the gamut. That’s her intent: to offer a wide selection of things to people who need to stretch a buck.
“So many people have limited incomes, they needed something they can all afford,” said Ballard. She’s concerned about her clientele enough to extend her store hours at the beginning of the month, when many of her customers receive their state checks.
But she’s not running a charity. Her years at other stores taught her that people rarely come into a dollar-type store to buy just one thing. They usually pick up several items.
She’s counting on those multiple purchases since she has a daily sales goal she needs to reach to turn a profit. Ballard says she’s been doing well the six weeks she’s been open. She signed a two-year lease and expects the location will serve her well. She laments the lack of parking, but is eager for the gateway project to end so more foot traffic will be generated in the downtown.
Several customers wandered in Friday afternoon for an assortment of things. One woman was looking for a watch. Ballard pointed out the display of new watches, and advised the customer to buy a battery for it at Pete’s Discount.
Another wanted to buy some toys for his little girl. A couple came in looking for Halloween gear.
All of them stopped to chat with Ballard, some sharing personal stories.
“I’m a listener,” said Ballard. “People just start talking. I guess I’m a sounding board. People feel better when they go out.”
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