For many small businesses, the holiday shopping season is the most critical time of the year, determining their ability to continue operating, and Mode on Main by Mara is no exception.
The lifestyle boutique in Old Town Fairfax shared on Instagram this week that had processed 611 orders at that point since Nov. 1, leaving it shy of the 1,000 orders it says are needed to ensure it can keep its doors open at 10417 Main Street in 2026.
“Every order supports real people,” the business said, noting that it has seen a drop in holiday sales since 2022. “Every gift keeps something small and special here.”
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While sharing internal business metrics can be risky, Mode on Main by Mara boutique director Danielle Wade says the team wanted to be transparent this year to show how customers’ perception of how their favorite local business is doing might not match up with reality.
“People tell us that our shop is beautiful, that we carry incredible pieces, that our social media looks amazing and that we must be thriving,” Wade told FFXnow. “While we’re really proud of what we built, the reality behind the scenes is different. We’re working harder than we ever have before, and this has actually been one of our toughest years.”
Operating in Old Town Fairfax for about seven years ago now, Mode on Main started as a component of owner and founder Jana Klavina’s Mara Hair and Mode Studio before moving into its own home just around the corner in November 2021.
The shop sells new, vintage and used or “pre-loved” clothes, jewelry and accessories as well as a variety of home goods, from candles and linens to ornaments, incense, and bath and beauty products.
Wade says everything on the store’s shelves, both in person and online, is carefully selected with an eye toward style and sustainability. While that level of attention has made Mode on Main a destination for gifts and collectible items, it might translate into higher prices than what customers would see at a fast-fashion chain that prioritizes cheapness and convenience.
“Where you spend your money shapes the town that you live in, and when you shop small, your dollars and your tax dollars stay local,” Wade said. “… Choosing local over the convenience of big box stores helps preserve the charm and character and walkability of places like Old Town Fairfax.”
This year, community members have become more cautious about spending those dollars, a trend that Wade says has been noticeable at both Mode on Main and its sister hair salon.
Mode on Main hasn’t been as affected by the Trump administration’s tariff policies as some other local businesses after making a conscious decision last year to transition to more American-made products. However, like other retailers, it’s still seeing the ripple effects of the D.C. region’s uncertain economic climate.
According to a report released on Dec. 12 by the nonprofit research institute Brookings, consumer spending in the region has declined over the past couple of years after surging during the COVID-19 pandemic. Though spending by residents rose in spring 2025, it dropped over the summer across the D.C. area, with a gap between the region overall and the District in particular widening after the deployment of National Guard troops in August.
“We’re seeing people just being cautious, thoughtful [about] the way they spend, which is completely understandable with the closure of the government and things like that, being less impulsive and more hesitation overall,” Wade said.
To encourage residents and visitors to shop local, Mode on Main by Mara has been collaborating with fellow fashion boutiques Lucy Loves and Perfect Mistakes on Main Street Markets where retail businesses and artisans can present their goods for passersby to peruse.
After occurring once a month during the summer, the markets increased in frequency to every Sunday after Thanksgiving.
“The growth of the holiday market really came from listening to the community,” Wade said. “We chose to do more markets in December very intentionally because holiday shopping is what makes or breaks a small business.”
Supported by the Old Town Fairfax Business Association, which provides funding to help promote the event, the final holiday market will take place on Dec. 21 from noon to 4 p.m. More than 15 vendors are expected to participate, selling clothing, jewelry, art and other unique and handmade items.
In addition to providing a festive atmosphere for customers completing their Christmas shopping, organizers are hopeful that this Sunday’s market will bring a welcome surge in support not just for the participating vendors, but also other businesses in Old Town.
“We’ve heard from nearby restaurants and businesses that they are also seeing more foot traffic and sales on the market days,” Wade said. “It truly benefits the whole entire downtown area.”
Corrections: The person talking to Fairfax City Mayor Catherine Read is Mode on Main founder Jana Klavina, not Danielle Wade. While the Old Town Fairfax Business Association provides some marketing funding for the Main Street Markets, it doesn’t organize the events, which are put together by the businesses, a Mode on Main spokesperson clarified.
