Mobs Splash Out the Cash
Whether they're flashing legs or cash, mobs are becoming a recurring sight in stores nationwide. Social media is being used, yet again, to attract likeminded people to form a mob and get together for both a bit of fun and a more serious underlying purpose. In a recent case, spending money to support small, local businesses.
Reuters reports the first International Cash Mob day was held on March 24 with some 200 mobs in the U.S. and Europe committing to spending a minimum of $20 (£12.60) per person in local businesses. The story identifies Andrew Samtoy, a Cleveland lawyer, as "the concept's founder" although Public Radio International (PRI) credits a Buffalo blogger, Chris Smith, with the idea. Among Mr. Smith's intentions, besides helping small businesses, is that participants should "meet people, spend and have fun."
Participants spread the word through social media. More traditional media in the form of local newspapers and radio stations have also joined in as mobs began appearing.
The retailers targeted may even be selected by the mob. In one city, PRI reports, Twitter and Facebook pages accepted nominations, created a shortlist and made final selections through votes.
Cash mobs have now been organized in 32 states and Canada, according to PRI. Mr. Smith's intention was to bring customers to struggling stores and friendship to local customers. Each of his mobs ends their shopping spree at a refreshment point nearby (perhaps bringing cash to two enterprises in one).
An additional intention is to encourage mobsters to turn into recurring customers.
"It's not just about the money that comes in that day, it's about a real small business that doesn't have a lot of money and a marketing budget. They get a little earned media coverage they wouldn't normally get that allows them to establish themselves a little bit more," Mr. Smith told Here and Now on WBUR in Boston.
Annie Johnson of Anything Goes in Rhode Island, which features work from local artists, told PRI that about 35 people came to her store for a recent cash mob. "We've already had people return," she added, as well as some who didn't participate on mob day but wanted to support the concept.