Montana Ave Merchants are organizing a digital sidewalk sale.

The Montana Ave. Merchants have spent more than 30 years building anticipation for their annual sidewalk sale and the organization didn’t’ want something like a global pandemic to put a damper on their plans so the merchants have moved to an online format for this year’s sale.

Held the third Saturday of May since 1985, the sidewalk sale is one of two events (along with the Holiday Walk) that organizers said have helped form the sense of community that defines Montana Ave. Whether it’s by phone, Facetime, Zoom, social media or just their website, business owners said they hope this weekend’s sale helps bring some familiar faces into the stores, even if just by a screen.

Merchants along Montana Ave will be offering sales and discounts this weekend as the would during any other year. However, those deals will be available for remote purchase with the goods picked up curbside.

“Every store is a little bit different,” said Heidi Henning. “Without the ability to do regular business, the merchants are doing sales and some discounts on what they can offer in stores. Some have websites, some are using Instagram or Facebook or counting on phone calls with customers.”

She said some clothing stores may offer virtual consultations via video call while others may send photos of inventory for customers to choose from.

“Whether it’s phone sales, Facebook or a Zoom call, it will be anything that the merchant feels comfortable doing,” she said.

Jane Walker of Texture said the sales have always been a way for businesses to connect with the community and provide a way to socialize.

“You don’t realize how much you miss people and the whole experience and this way we still get to have it,” she said. “For me, and my type of business, once someone takes it home, they can go on Face Time and try it on and still have that connection. That’s really it for me, I’ve been doing this for 40 years, it’s all about that connection with the people I know and love.”

Organizers said the idea came from a similar event in Manhattan Beach.

“This is the wave of the future and I think things are going to be like this for a while,” said Walker. “We’ve never had a sidewalk sale like this but it’s about moving with the times, this is what we’re going to have to do and maintain that close contact in some way and this will be one of those bridges.”

Businesses participating include:

Aero Theater, Bamboora, Brenda Himmel Stationery, Brentwood General Store, Burro, Cami and Jax, Citron Clothing Co., Charleston Shoes Company, Classic Kids Photography, Combined CBD, Curated LA, Ele Keats, Estell, Femelle, Flannel Clothing, Gramercy, Heist Jewelry, Jane of Tarzana, Jill Roberts, Le Macaron French Pastries, Larissa Love, Lady Dandelion, Luz Lounge, Nati, Number 1 Beauty, The Quilted Monkey, Rita’s Rags, Rooms and Garden, SugaringLA, Shabby Chic, Ten Women Montana and Texture.

For a complete list and instructions, visit www.montanaave.com.

editor@smdp.com

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