RETAILERS who have signed on to the Observer’s celebration of Fashion’s Night Out (FNO) are hoping to capitalise on the event’s benefits in spite of the current challenges being faced by businesses.

Speaking at the Observer Monday Exchange this week, some of the island’s leading retailers said that the annual five-hour shopping blitz, to be held tomorrow and which has been expanded in this its third year to include several rural towns, should provide a boost for their stores in a period that is relatively slow, given the expenses that parents incur for back-to-school purchases.

More than a good day of sales is expected from FNO, said the retailers, who are also hoping that the event that has become one of the biggest days for shopping locally will even bring a well-needed revival to their towns and businesses.

“[There will be] real deals on everyday merchandise; that’s where you put the focus to give discounts,” said Michael Ammar Jr, managing director of Ammar’s.

The retailers said that notwithstanding the several factors which continue to hinder businesses, they hope to leverage the benefits of FNO in attempting to achieve sustained support from consumers. However, they realise this cannot be done solely through dependence on the event.

“… Customer service is definitely a plus. We try to offer as many discounts as we can, but if you don’t make an impact on the customers as to the quality of our service then you’ll get nothing out of it,” said Terian Cunningham, owner of Gabriella’s Cosmetics.

Cunningham, who was among the youngest of the business owners present at the Observer Monday Exchange, spoke of the challenges that she has faced with the operation her new enterprise.

“… I have been having problems with Customs duties which will kill any business.” she said. “It’s a high-end boutique and I try my best to make sure that my prices are affordable.”

Cunningham, however, declared that she was not planning to quit, and said: “I guess we’re gonna go from there, taking it one step at a time…”

At the same time, she said co-operation between private enterprises and government could help to find solutions to assist the retail sector. “We all need to pool together as retailers to find a way to structure a strong ground [on which to lobby]. “If they [Government] would help us, obviously we would love to have meetings with them,” she said.

However, despite the challenges the Jamaican retailers are banking on FNO to help boost business and bring back life to the shopping experience in Kingston, Montego Bay, Ocho Rios, St Ann’s Bay, May Pen, Portmore, Spanish Town, Linstead, Old Harbour, Falmouth, Clark’s Town, Savanna-la-Mar, Negril, Port Antonio, May Pen, Mandeville, Morant Bay and Santa Cruz.