The 12th annual Shop the Blocks event is slated for Nov. 1 from 10 a.m. to 5 p.m. in downtown Turlock, and many local businesses need the shopping holiday to be a raving success to help carry them through a rough economy.

“It’s always scary owning your own business,” said Candace Gonsalves, owner of Farm House, 311 E. Main St. “But this year seems harder than years past.”

A Pew Research Center study in August suggested that many Americans are struggling to afford basic necessities, with 70 percent of U.S. adults saying they’ve cut back on spending for extras – restaurants, streaming services, entertainment – in the past year. And more than half say that have not been able to save money for the future (54 percent) or have emergency funds that would cover their expenses for three months (53 percent).

Gonsalves and Jenny Roots Sousa, owner of Rustic Roots at 231 E. Main St., have both been in business for more than a decade, and both have heard that many other downtown business owners are feeling the pinch.

“We’re always the first thing a person crosses off their list when they’re cutting back,” said Gonsalves, who maintains that the majority of her yearly sales happen during the final quarter. “Everything is crazy expensive right now, but I’m hoping and praying that this season is a very good one. I always try to see the glass as half full, and we’re very lucky to have a community that always shows up for us.”

Sousa also relies heavily on the final quarter. She’s reflected long and hard about the future of her business if the economic downturn continues.

“There was a minute there when I thought, ‘Do people just not like my store anymore,’” said Sousa. “I literally thought my store might’ve run its course, but people still come in from all over. They’re just not necessarily purchasing.”

Sousa said 2022 (coming out of the pandemic) was a great year, but business dipped in 2023.

“And it’s been dipping ever since,” she admitted, citing supply-chain issues, rising fuel costs and inflation as key contributors to the malaise. “I am actually doing better than I did last year, but that’s because I reinvented the wheel. I literally have no employees.”

Instead, Sousa relies on volunteer workers – aunt Allison Stafford, dad Chuck Roots, John Cardoza and Ron David – to help curb costs.

“I just think if you’re not essential, you’re hurting,” she added.

Marissa Miranda and Isabella Cisneros, co-owners of the Little Red Door thrifting boutique, 340 E. Main St., announced on social media Tuesday that they are closing their doors ahead of the holiday season.

“It’s all over the place,” said Sousa, who opened her store in 2013. “All the boutiques are hurting. I literally doubled my sales every single year up until COVID. And since, sales have halved each year.”

Paradoxically, Sousa has brought in a lot of name brands this season – McKenzie-Childs hand-painted home décor and Kendra Scott jewelry – and that seems to be helping.

“McKenzie-Childs is my No. 1 thing right now,” said Sousa. “They didn’t have any sellers in the Central Valley, and I had to steal from Peter to pay Paul just to get them in here. But I had to, and I’m glad I did. It’s keeping the doors open.”

Rustic Roots also features local designers, such as Joy Dravecky.

Gonsalves and Sousa were busy setting up their stores with Christmas décor this week in anticipation for Shop the Blocks, which will once again feature limo shuttle service provided by Ceres-based Legacy Limousine.

“Sometimes people think I’m just a Christmas store,” said Sousa. “I assure them, ‘No, we’re open all year long, and we sell more than just Christmas stuff.’”

Gonsalves said downtown shops have to deal with the perception that they’re more expensive than big-box chain stores.

“I can’t encourage people enough to just give us a shot,” said Gonsalves, in business since 2015. “A lot of us downtown business owners are pretty savvy, because we’re customers, too. As a mom, I know the price of gas and food. And I’m always thinking about what I can afford. And we buy for our stores with that mindset. So, give us a shot. I think you’ll see that our quality is great, but reasonably priced. And if you come in and don’t buy anything, well, we’re just thankful that you gave us that chance.”

Shop the Blocks will be held from 10 a.m. to 5 p.m. Nov. 1 along Main Street in downtown Turlock.