By Aayushi Datta
Boston University News Service
Each April, the Boston Marathon transforms the city into a global stage, drawing more than 30,000 runners and hundreds of thousands of spectators to the streets. For small businesses in the Back Bay, this signature Boston event is a weekend of both opportunity and challenge — a delicate balancing act between community celebration and commercial uncertainty.
From outdoor apparel shops to art galleries and fitness studios, local retailers say the marathon weekend brings a unique rhythm unlike any other time of year. But while the crowds may be larger, the outcomes vary widely depending on the nature of the business.
At Fjällräven, a Swedish outdoor clothing store nestled among the boutique-lined blocks of Newbury Street, assistant manager CJ Gauvain said the store experienced a noticeable uptick in foot traffic.
“We’ve seen an influx of people coming in, looking around—especially people already familiar with our brand who just happen to be in town,” Gauvain said. “It’s really cool. They’re excited to see a physical retail space, especially if they don’t have one near them back home.”
Gauvain, who is working his first marathon weekend in the role, noted the diversity of visitors streaming in over the past few days. “We’ve seen families, tourists, people from all over the world,” he said. “You can usually spot them by their marathon gear, and there’s definitely a really friendly, communal vibe in the air.”
But just a few blocks away, that same foot traffic doesn’t necessarily translate to sales.
Nina Mollo, Associate Director at the Copley Society of Art — the oldest nonprofit art association in the country — said the gallery typically sees fewer visitors on marathon weekend than a normal spring Saturday.
“On a good Saturday, we get anywhere between 50 and 150 patrons,” Mollo said. “But on marathon weekend, it sometimes dips a little. A lot of people are here strictly for the race — they’re not browsing galleries or shopping. The biggest challenge is really just access. With all the road closures, even getting here can be tough for locals.”
While the gallery doesn’t change its hours or offerings for the event, it does occasionally align its promotions with the marathon.
“Some of our artist members have painted marathon scenes, so we try to feature those,” Mollo said. “But overall, operations stay the same.”
That sense of uncertainty and experimentation also plays out at Candlefish, a boutique candle shop and DIY workshop space on Boylston Street. This year marks the store’s first marathon season, and General Manager Austen Hemlepp is taking a “watch and learn” approach.
“We’re definitely excited,” Hemlepp said. “We’re doing some promotions, like giving out free mini candle tins to anyone who ran the marathon—it’s just a fun, congratulatory thing. The tins have these cartoon fish in racing gear, running the marathon. It’s been a hit.”
Still, like other retailers, Hemlepp said that increased foot traffic doesn’t always mean increased sales.
“We’re getting tourists, yes — but we’re also realistic. I’m not sure how much candles and marathon running really overlap,” she said. “This year is more about observing what works and what doesn’t, so we can come back stronger next year.”
Beyond retail, businesses in fitness and wellness also feel the impact of marathon crowds, though in a different way.
Kaitlyn Callahan, who works the front desk at a local fitness studio, said the studio typically closes on Marathon Monday due to the overwhelming foot traffic and road closures, but sees a flurry of drop-ins leading up to race day.
“We get a lot more tourists, a lot of runners coming in just to hop on the treadmill or take a shower,” Callahan said. “It’s definitely much busier than a regular weekend. We don’t really do much prep ahead of time, just make sure the staff is ready for the surge.”
While the event brings excitement, it also brings logistical challenges. Road closures, limited parking and overwhelming foot traffic make it difficult for regular customers to access their favorite shops. Many businesses remain open, hoping to capture the attention of the crowds, while others temporarily shut down or reduce their hours.
Despite the uncertainty, most local business owners and workers expressed enthusiasm for the atmosphere the marathon brings to the city.
“There’s a sense of pride,” Gauvain said. “It’s more than just a sports event—it’s something that brings people together, and as a local business, it’s nice to be part of that.”
As the finish line clears and the city returns to its usual rhythm, small businesses across Boston will be taking stock of what they gained — and what they learned.
Hemlepp said he agreed. “Any chance to increase foot traffic and get our name out there is a good thing. The marathon is a huge opportunity — if not this year, then definitely in the future.”
