One of the world’s most famous tourist destinations during Christmas is New York City. The fourth quarter is historically the strongest of the year, accounting for approximately 30% of the city’s visitation, and this year the forecast is that 56.7 million people will visit the city before the end of 2022 – about 85% of the record tourism levels of 2019.
According to data from the official destination marketing organization of New York City, NYC & Company.
This economic boost has attracted some small Brazilian entrepreneurs to participate in Christmas fairs scattered throughout the city, such as Columbus Circle, at the entrance of Central Park, and the touristy Chelsea Market.
Starting a business in the United States is easier than one might think. Natasha Pryngler, a partner of the toy brand Kiboo Kids, opened a booth at the Christmas fair in Columbus Circle and Chelsea Market. She uses the Brazilian program Exporta Fácil to bring her products from Brazil and is very satisfied.
“My partner, Débora Tavares (who lives in Brazil), and I launched the first models in March 2021 in Brazil and the US during the pandemic. Our products are created and manufactured in São Paulo. We started importing in small shipments diversifying the models, and now we are growing more and more. Brazil has a very interesting program that I haven’t found in any other country, called Exporta Fácil. Normally, to make an export, you need to hire an agent who handles paperwork, but with this program, the post office does everything for the entrepreneur, and I just present the invoice. It has worked very well, and the price is much more competitive than if you buy with FEDEX, for example. The post office employee fills out all the paperwork, and in about two weeks, it goes directly to my home address here in Brooklyn.”
However, Natasha explains that participating in these fairs in New York is quite competitive. First, you have to apply months in advance, the price is also high, around $11,000 per month, but she assures that sales are guaranteed and the return comes quickly.
“The return from the event is not just profit, but also expanding the brand and promoting our work more. I already have ambitious plans for the future. This year we participated in several wholesale store events and have already sold to over 50 stores in the United States in just a few months. Additionally, I am thinking of opening a sales channel on Amazon, which is quite labor-intensive and I will need help from consultants. We have also started selling to Canada and Panama and have received orders from other countries,” says the Kiboo Kids partner, emphasizing that she always uses the Exporta Fácil program.
Another Brazilian participating in these fairs is designer Cristina Duarte Veronese, who creates handcrafted jewelry with exclusive geometric designs in silver and gold. A veteran of these Christmas fairs, she has been participating in the event at Columbus Circle for 14 years. She has made so much profit that she opened a store in the charming area of Manhattan, called East Village.
“These fairs always reward me with many tourists from different parts of the world, and everyone is always very friendly. I love hearing people talk about my work and seeing them come back after the holidays to buy more jewelry in my store.”
She says that if you operate a retail store in New York, street markets are a great low-cost way (practically no overhead) to find new customers and market directly. Especially if your business is in the early stages or operates online or from home. “These fairs offer brands a retail experience, exposure, and foot traffic with much less risk and no compromises.”
Another big benefit? Market organizers usually do the heavy lifting when it comes to promotion and advertising. Parking for vendors and visitors is often free, so practically the only expense is for your booth, which you can set up however you like.
VIVIANE FAVER
Journalist
vfaver@gmail.com