Retailing contributes $3.9 trillion to our nation’s annual GDP, according to the National Retail Federation (NRF) and supports one in four U.S. jobs. That’s 52 million working Americans. According to the latest data from the NRF, the Washington, DC trade association, North Carolina retailers employ approximately 1.1 million workers. Retail, which includes food and beverage establishments, is thus the state’s largest private-sector job creation engine, employing more than twice the workers of the healthcare sector, the second-largest generator.

In many places, the economic impact of retail often gets overshadowed by broader discussions on corporate recruitment and industrial development strategies. But that’s not the case here. The Wake Forest Business & Industry Partnership (WFBIP) actively collaborates with partners and allies to support the establishment and growth of both national retail chains and independent merchants. This collaborative approach strengthens synergies with other place-based economic development efforts, helping to diversify our local economy and fiscal base as widely as possible.

Retail jobs are significant, often serving as an essential entry point into the workforce for younger generations, while also offering part-time work opportunities for mid-career adults and supplemental income for active retirees. Moreover, a thriving retail scene enhances Wake Forest’s livability, allowing residents and visitors to enjoy a diverse range of goods, services, and experiences while supporting the local economy.

Our retail sector also plays a crucial role in supporting the Town and its residents by providing a reliable stream of public revenue. Specifically, sales tax accounts for nearly 20% of Wake Forest’s general budget, making it the second-largest revenue source behind property taxes. This revenue helps fund essential government services like police and fire, street repairs, building inspections, and parks and recreational programs. A diversified fiscal base is ballast for our growing community and local economy.

Wake Forest strongly supports its retailers through promotional efforts, special events, and leadership resources. “The Town is very supportive,” says Heather Harrison, co-owner of Southern Suds & Gifts in Downtown Wake Forest. The 2,000-square foot retail space offers a variety of vendor-provided items from jewelry and cutting boards to pottery and “fun coffee mugs with snarky sayings.” Harrison adds “Everything in the store is made in North Carolina.”

A Wake Forest native, Harrison founded the business out of her home. Rapid growth soon led her to shopfront space in Downtown Rolesville, where she partnered with Dolores Riggins, who had been a Southern Suds vendor. Nine years ago, the business relocated to its current location at 213 S. White Street. Harrison appreciates the community’s busy calendar of public events down-town that draws in potential customers. Among her favorites are

Friday Night on White, HerbFest, and Meet in the Street. “There are so many events, and that really benefits the businesses downtown,” she says. The holidays bring together even more gatherings. “There’s a full calendar of events during the holidays, and that’s huge for us,” says Harrison. “Our customers appreciate being able to come in and find unusual items for either their own homes or to be able to gift to others,” Harrison says.

Wake Forest retailers like Southern Suds & Gifts benefit from a valuable resource supporting their sales – each other. “Downtown merchants are really great,” Harrison says. “We all rely on each other to be successful.”

It’s been more than 20 years since Tim Forrest and his dad, Rusty, opened the NC General Stores, also on S. White Street in Downtown Wake Forest. “We’ve been doing this since 2004,” Forrest says. In the late 1990s, while operating a web design and marketing business, the Forrests saw a growing demand for out-of-the-ordinary food products, such as locally produced honey. “A lot of our clients in the 1990s were local food companies,” explains Forrest, who grew up in Wake Forest. Tim and Rusty, a local artist, leased space in part of the building that once housed the historic Bolus Department Store.

At 73, Rusty Forrest passed away in early 2023. Today, his son Tim and Tim’s wife, Kate operate NC General Stores six days a week. In addition to seasonal local honey, the shop’s top sellers include Bertie County peanuts and a variety of coffees from Raleigh’s Larry’s Coffee and Black Powder, a Charlotte-based coffee roaster. “Our busiest days are definitely Saturdays,” Forrest says. NC General Stores welcomes a steady flow of out-of-towners visiting family members in Wake Forest or exploring their own relocation to the community. “That’s probably a third of our customers,” he says. Like Harrison, Forrest notes that public events bring a lot of foot traffic to the store. “The Town of Wake Forest has been really good to us,” he says. He particularly enjoys Friday Nights on White, calling it “a really great night.” Forest adds, “Anytime you have thousands of people walking past your front door, you’re going to have a good night.” He also appreciates the support from other local retailers that account for many of his referrals. “Customers often mention that other merchants referred them here,” Forrest says. “All my neighbors are great.”

Local retailers like Harrison and Forrest look forward to the holiday season, which boosts both traffic and sales. They view Black Friday – the day after Thanksgiving – as a major opportunity, as well as Small Business Saturday, which follows a day later. Holiday open houses, featuring carolers, add a festive seasonal touch and prompt shops to extend their hours of operation in order to accommodate the influx of holiday shoppers.

This fall and into the holiday season, please do your part to support retailers based in the community. Their success is the town’s success – and both are continually working to enhance the outstanding quality of life we enjoy here.