With the approach of warmer weather, local business owners may be tempted to maximize their retail space by moving displays of merchandise outdoors.
Flowers, lawn furniture, bicycles and bags of mulch are some of the items that stores are commonly placed outside because they are colorful, can withstand weather, may catch the eye of shoppers and enable the retailer to free up space indoors.
Displaying merchandise outdoors may work easily for big box stores that have enclosed spaces on private property. It’s a thornier issue for smaller businesses that may encroach on sidewalks or other public spaces.
Rosebud Antiques, a store that has been located at 5349 S. La Grange Road in Countryside for 18 years, was cited in late 2015 for not bringing their merchandise inside every night and encroaching on public space.
Store co-owners Kim Sanders and Candy Sanders have long moved some of their items for sale outdoors even during the colder months. A large display of blow-up Santa Clauses placed outside the store over the holiday season spurred the citation.
“We have nothing against Santa Claus. We have nothing against snow globes. That just happens to be the time of year when they push the boundary,” said Kimberly Clarke, zoning administrator for Countryside.
Clarke said any business in the city that wants to display merchandise outside has to have a special use permit. Even larger stores that have space especially for outdoor displays need a special use permit.
The citation was dismissed against Rosebud because the store came into compliance, she said.
Kim Sanders said she used to be able to chain merchandise and keep it outside overnight. Though now she has to move merchandise indoors at night, she said outdoor displays are crucial to the success of her business.
“If I didn’t have this stuff outside no one would come in,” she said.
The displays, including one that recently featured vintage bikes, sleds and a carved boar head, draw the attention of passing motorists and have frequently prompted shoppers to visit her store.
“People stop. That’s what makes them stop. I’m known for that,” she said.
By displaying items for sale outside Sanders is in step with a larger trend in retailing, as rent costs and competition prompt retailers to want to make the most of their space.
“Retailers want to maximize their square footage,” said Dan Azzaro, a lecturer in public relations and advertising at DePaul University in Chicago.
Gail Paul, city administrator in Countryside, said the city controls what businesses can place outside, whether it is an eye-catching display of merchandise or signage.
“We hire a contractor to do code enforcement work on the weekends,” Paul said. “They make sure people don’t put up signs that distract drivers or doesn’t look attractive. We’re trying to have the community look nice.”
Other communities take different approaches to controlling outdoor displays. The village of La Grange prohibits the use of sidewalks for displaying merchandise except when there are sidewalk sales or other special events.
Clarendon Hills allows outdoor displays in the downtown district, but retailers have to apply for an annual permit.
“They have to show insurance, a business license and a site plan,” said community development director Dan Ungerleider. “We have to make sure there is no obstruction and it is safe.”
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The English Garden Flower Shop, 8 S. Prospect, has such a permit and displays colorful flower arrangements and shelving.
Ungerleider said outdoor displays, like outdoor seating for restaurants, are allowed in the downtown because “they provide for outdoor activity and interest.”
Kim Sanders maintains that her outdoor displays at Rosebud brings shoppers to the city.
“I’m an ambassador of Countryside. They should embrace me,” she said.
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