RelyLocal Newark, a shop local/buy local campaign, organized the first ever Cash Mob to take place on Main Street in the city of Newark, Delaware. The community event took place on Tuesday, April 10, 2012, at 6:30 p.m. Over 20 members of the community gathered to receive instructions in the lobby of the Main Street Galleria, located at 45 E. Main Street, Newark, DE 19711.
The destination of the first cash mob was Rainbow Music & Books, just across the street from the Galleria. After a brief introduction and instructions, members of the cash mob paraded across Main Street to the shop, ready to spend their money and support local business.
Chris Avino, owner of Rainbow Music & Books, reported sales from the mob were approximately $300 and accounted for good portion of the day’s sales. Although participants were only asked to spend $10, Avino reported that the average sale was closer to $15.
After the leaving Rainbow, members of the cash mob returned to the Galleria to use their receipt as a coupon at Kildare’s Irish Pub. The receipt entitled the cash mob participants to $1 off drinks and half priced appetizers. The receipts can also be used at Moxie Boutique, also across from the Galleria on Main Street, to receive a 10% discount for the next 30 days.
“The first cash mob for the area was a complete success,” said Stephen Orens, owner of RelyLocal Newark, and organizer of the first Newark mob. “The community really stepped up and showed that Delaware, that New Castle County, that Newark supports local business. Money was spent. Friends were made. Local business was supported. I think everyone is looking forward to the next mob.”
RelyLocal is a grassroots campaign to strengthen and support local businesses in the greater Newark, Delaware area. The goal is to raise awareness of local buying habits, and promote the benefits of shifting even a small percentage of the monthly spending budget to local merchants. The website RelyLocal.com is home to a local business only directory, coupons, jobs, and community events calendar.
Cash mobs are groups of people who assemble with cash in hand ready to spend at an unannounced local business. The chosen business has buying options appealing to all demographics. The purpose of a cash mob is to support both local business and the overall community. The concept was inspired by the fad of flash mobs. Unlike flash mobs, which, in some instances, had turned violent and resulted in theft and damage to small businesses, the idea of a cash mob is to show support and put money into the registers of local business at a time they need it most.