Record Sales, Hot Trends, and Minimal Construction Impact

Four downtown TC retailers weigh in on summer 2024 and look ahead to fall

By Brighid Driscoll | Sept. 14, 2024

If you drove around Traverse City this summer, you probably saw billboards and banners that said “We’re Worth the Detour!” Downtown TC grappled with the extensive reconstruction of Grandview Parkway for nearly the entire summer—with a brief respite during the National Cherry Festival—which made for heavy traffic and visitors and locals choosing different routes.

But did all of downtown’s shops feel the effects of the construction? Or did the allure of Front Street still bring people (and their wallets) out in droves? And once they were in the stores, what were they buying? Northern Express talked with several downtown retailers about what their summer looked like and what’s ahead for fall.

Maggy’s

Just a block off Front Street, Maggy’s is truly a hidden gem. The lower level location on Union Street is like stepping through a portal to a different world, one where clothing, accessories and knick-knacks from decades past come to dazzle curious shoppers. Owner Lenora Gordon is warm, welcoming, and careful not to call Maggy’s a thrift store. Intentional curation and quality control make it an authentic vintage shop with treasures as far as the eye can see.

How was the foot traffic?
Because of Maggy’s basement location, Gordon is no stranger to customers stumbling upon her store accidentally, or not being sure where to go at first. But this summer she didn’t feel any impact from road construction. “I’m sure it affected some things, but I’m always looking at last year’s totals, and we beat last year’s.”

What trends did you see this summer?
The trends Gordon saw were less about fashion and more about shopping behavior patterns. “The purse strings really broke loose in August. Our traffic was way up, but our dollar value sales were down. People were buying more lower priced items. So, instead of the $100 item, I’m selling ten $10 items.” She also noticed that a large chunk of her sales consistently happened between 6pm and 9pm. A little post-happy hour shopping, anyone?

What’s ahead for fall?
New at Maggy’s is a kids' section of clothing, as vintage buys are becoming popular among young moms. “One of my clothing pickers who specializes in seventies clothes just brought me some of these adorable little outfits. I also have a daddy’s girl dress right now from the 1940s. I’m surprised—I didn’t know if there was a market for kids’ vintage, but it sells. So we have a little section, and I’m particular about making sure that it’s true vintage.”

Cherry Hill Boutique

Cherry Hill Boutique, a cherished fixture downtown, has been a women’s apparel and accessories retailer for 27 years. Owner Annie Hill wanted the boutique to focus on quality and unique finds for adult women, with brands like Brighton, Lulu B, and Tribal being some of her favorites.

How was the foot traffic?
Hill found that the Parkway construction didn’t impede traffic much, if at all. “Back in March and April, at the start of it, I was wondering what was going to happen. But I think the tourists that come here from Detroit, Cincinnati, Chicago, they’re used to delays and detours. For them, an extra 20 minutes driving through construction isn’t a big deal.”

What trends did you see this summer?
“The Lulu B dresses did really well because they have SPF built in,” she says of hot summer items. “They’re easily packable and washable. They’re a perfect casual look for sightseeing or getting on the boat. Skorts also did well and are nice for golf and pickleball.”

When we meet, Hill is wearing a navy crew neck sweater with Traverse City printed on the front. “These sweaters really took off. We had a group of eight or so girls come in here from the [Traverse City] Horse Shows and they all got one. They’re perfect for cooler summer evenings.”

What’s ahead for fall?
Cherry Hill Boutique is ready for the season change. Hill has gotten fall apparel out on the racks and is excited for the transition. She predicts that midi dresses, ankle boots, and leather jackets will be popular this fall, along with some seasonal favorites. “Lots of plum colors and olive green. Faux fur and puffer vests are cozy, too.” She’s also excited by berber fleece jackets. “They’re one-size and come with a carry case so you can leave it in your car and have it on hand for a bonfire or a baseball game.”

Lakes and Grapes

Previously located across the street from The Little Fleet, this was Lakes and Grapes' first summer in their new location at 326 E Front St., the former home of Compass Rose. Founded by Abby Clear in 2018, Lakes and Grapes is a clothing and lifestyle brand inspired by the Great Lakes and surroundings of TC. Clear designs apparel that encourages the northern Michigan lifestyle whether hiking new trails, swimming in fresh waters, or savoring local wines.

How was the foot traffic?
“This has been the best summer I’ve ever had,” Clear tells us. “During Cherry Fest, we had over 800 people through the door a day. It feels good to have a bigger footprint in Traverse City, and the window makes a big difference. I took over this space in February and re-opened in March. I was able to bring my shipping inventory into the back here, so it’s been great.”

What fashion trends did you see this summer?
“Because we’re a brand inspired by the area, a lot of our big sellers are classic Lakes and Grapes branded items like our sweatshirts, bags, and T-shirts. But women’s athleisure has also become big for us. We were constantly restocking our athletic dresses, quarter zips, and really just all of our athleisure. It’s so versatile for running errands, getting outside, or meeting up with friends,” says Clear.

What’s ahead for fall?
For the fall, Clear predicts that the shacket will be a popular item. (A shacket is a hybrid of a shirt and jacket, typically made from heavier fabrics like flannel or wool, and features a button-down design.) Ideal for layering, Clear says a shacket provides warmth and style, making it perfect for transitioning into fall. “We also have some really cool athleisure for men coming in for fall, too.”

Captain’s Quarters

This iconic men’s fine clothing store has been in business for 58 years. With an eye for timeless style and a dedication to quality, owner Morrie Allen has dressed generations in impeccably tailored suits, blazers, and tuxedos. His warmth and personal touch turn every visit into a memorable experience, whether looking for a custom suit or a well matched tie.

How was the foot traffic?
“The thing that surprised me the most, was that the Parkway being closed all summer didn’t impact us at all, and I thought it would have a devastating impact. But, as it turned out, we had a record summer. People were going to get to us one way or another,” says Allen.

What trends did you see this summer?
Captain’s Quarters subscribes to the philosophy that one is better off overdressed than under. But for the summer, they relax their wardrobes a bit. “Typically during the summer, our staff really usually dresses more casually, so we wear and sell more casual sportswear items,” Allen says. Notably, he’s seen increasing popularity with lightweight quarter zip sweaters.

What’s ahead for fall?
Some say that the easiest time of year to dress well is the fall, thanks to options for layers, various textures, and accessories. “In the fall we generally get back to a little more formal attire, wearing sport coats, suits, shirts, and ties,” Allen explains. His suggestion for a fall wardrobe staple? A navy blazer. “It’s universal. You can wear it casually with jeans, you can dress it up. You can wear it with a sports shirt, or you can wear a nice shirt and tie with it. It’s a nice, basic wardrobe item.”