08/17/2026
For the first time in a while, I looked around and realized we weren’t just surviving.
Funny how long it can take to notice.
After working hard through July and August, I woke up to the realization that we had our best 30-day stretch of online sales ever. Summer is supposed to be slow. Everyone knows this. The bank account gets smaller. Not this year. From July 13 to August 12, we actually outperformed last November. November! The month with Black Friday and holiday shopping. Insanity.
So what does this mean? Well, for one, I didn’t have to take out a microloan in July. In fact, I haven’t had to take out a loan at all this year. This may not sound very exciting, but I assure you, not borrowing money is one of the great thrills of owning a small business. Most retail businesses like ours spend the first eight months of the year watching the bank account get smaller and smaller, trusting that fall will eventually arrive and save us from ourselves.
Last year we took out two loans just to keep the lights on long enough to make it to the holidays. The year before that, I almost closed the doors completely. Small business!
This year is different. I’m hesitant to say that too loudly because I’ve learned that running a business is a wonderful way to become superstitious. There’s still plenty of work ahead and plenty that could go wrong. But for now, the lights are on, nobody loaned us new money to keep them on, and we’re heading into fall with a little wind at our backs.
That feels pretty remarkable. And we have all of you to thank for it.