Pop-up to support small business

It's that time — the time of football, bonfires and raking leaves. Midwesterners' cars are covered in hoodies that are worn in the morning and thrown in the backseat by noon. The holiday season is sneaking up and folks will be searching for those perfect gifts.

While many will hit the internet for the season of giving. In 2024, 71 percent of United States shoppers planned to do at least half of their holiday shopping online according to the online statistics portal Statista.

The digital era has changed how Americans do things. Rather than gathering outside Walmart and Target before the sun comes up on the Friday after Thanksgiving, 75 percent of Americans participate in online Black Friday shopping and 68 percent of Americans shop on Cyber Monday, according to Statista.

While there is something to be said for convenience and shopping from the comfort of your own home in your slippers after being stuffed full of turkey and stuffing, this trend has increased challenges for small business owners. However it looks like they are fighting back.

Between March 2023 and March 2024, 11,181 establishments opened and 9,865 closed, for a net increase of 1,316, according to the Bureau of Labor Statistics. Employment expanded at 19,681 establishments and contracted at 18,828. This has made for a net increase of 10,601 jobs.

So what has changed? What is responsible for an increase in employment and revenue in small businesses? It's another approach to commerce and convenience, but from the side of the seller. Talented entrepreneurs can start up at home and use the internet to their advantage.

Kira Danae, 22, of Wichita, Kan., has found a way to own a business, honor family tradition and still have time for family.

"While I live in the city now, my roots are in the country where life was simpler and family always came first," Danae said. Though in Wichita, she has ties to Wellington, Kan., Mayfield, Kan., and even McPherson, Kan., and now her delicious treats passed down for generations, can be enjoyed by everyone from her business Danae's Delights.

"I was blessed with incredible grandmothers on both sides of my family who not only passed down their recipes, but also their love for baking, tradition, and gathering people around the table," she said. "Without them, Danae's Delights simply wouldn't exist."

Through ingenuity, Danae has not only pursued her passion, but turned it into a viable business. She began in July and operates from home selling her goods to those who order from her, but she also takes the show on the road and pops up so to speak. From fairs to sidewalk sales to just outside a grocery store, she can be found selling to passersby.

"Danae's Delights is an at-home cottage bakery based right here in Wichita. What began as a simple love for baking treats for friends and family has grown into something so much sweeter. I specialize in handcrafted desserts and baked goods made the traditional way — using inherited family recipes and whole, quality ingredients that bring comfort and nostalgia in every bite," Danae explained. "What started with orders from close friends and family quickly expanded into pop-up events, collaborations with other small businesses, and a growing list of new customers who have embraced Danae's Delights with so much love."

This is a business model many people are embracing. According to CapitalOne Research, temporary retail spaces can generate 20 percent to 30 percent more revenue than traditional brick-and-mortar stores while requiring significantly lower startup costs. Data showed that 80 percent of retailers that opened a pop-up shop considered it a success, with nearly 60 percent planning to open another.

"There are so many positives to running an at-home cottage bakery. For one, the start-up costs are much lower, which makes it easier to grow at your own pace. I get to decide how big or small I want to go and how often I bake, which gives me incredible flexibility," Danae said. "Since I don't have to be licensed through the state, the process is more accessible and allows me to focus on what I love most — baking! Operating from home also means there's less financial risk, so I can experiment, pop up at events, and collaborate with other small businesses without the same pressures a traditional storefront might bring."

The positives to at-home and pop-up business is important to Danae for a number of reasons, but specifically because in her teens she was diagnosed with a chronic illness. She has had to find a path that works for her and her health.

"I've had a passion for baking my whole life and always dreamed of doing something with it one day," she explained. "Through it all, baking remained a constant — my happy place. I realized I had always carried the answer with me: my bakery. Opening Danae's Delights has genuinely changed my life. It's given me purpose, joy, and the chance to share what I love with others."

Her own struggles have led to her mission. As someone who knows challenges and the importance of health and happiness, she wants to provide that to people.

"Inclusivity is at the heart of my business," Danae said. "Everyone deserves a sweet treat, so one of my biggest goals is to expand my bake space and offer gluten-free, dairy-free, and other specialty allergen-friendly goods in the future."

According to the U.S. Small Business Association, 50 percent of all small businesses begin at home and 60 percent of all businesses without staff are home-based. It can be the sanctuary people need to follow their dreams and talents.

"I grew up baking with all of my grandmothers, and those moments in the kitchen became some of my most cherished memories," Danae said. "From measuring flour to learning their little tricks and techniques, I absorbed so much more than recipes — I learned the joy of creating something with love and sharing it with others. Baking has been with me ever since, and carrying on those traditions through Danae's Delights feels like honoring them every single day."

Home-based businesses can also be a stepping stone. It can be a way for budding entrepreneurs to work and grow into more.

"With how quickly Danae's Delights has grown, a dedicated prep and bake location is absolutely in the works," Danae said. "Having a space solely for baking will not only allow me to keep up with demand, but also give me the opportunity to expand my menu. One of my biggest goals is to create more inclusive, allergen-friendly options — like gluten-free and dairy-free treats — so that everyone can enjoy the sweetness Danae's Delights has to offer."

Approximately 44 percent of home-based businesses are launched with less than $5,000, and 70 percent of home-based businesses succeed in three years, compared to 30 percent of traditional businesses, according to Small Business Statistics. The theory is that home-based allows for a deeper connection with customers. Danae embraces this concept.

"What makes Danae's Delights special is that my customers are truly at the heart of everything I do. Each order is more than just a baked good — it's a piece of tradition, made with love, care, and intention," she said. "My staple recipes have been passed down through generations, which means every cookie, cake, or cinnamon roll carries a story and a touch of family history. Paired with small-batch baking and quality ingredients, my customers know they're getting something that's not only delicious, but meaningful."

To order from Danae's Delights, visit https://bakesy.shop/b/danaes-delights or reach out directly on the Danae's Delights Facebook or Instagram pages. Orders big and small are welcome. Danae offers a wide array of goodies from cinnamon rolls to brownies to cookies.

"More than anything, I want people to know how thankful I am for the support I've received since starting Danae's Delights. This bakery has grown faster than I ever imagined, and it wouldn't be possible without my amazing customers, family, and community cheering me on," she said. "My goal will always be to create baked goods that bring comfort, joy, and connection — whether it's through a classic family recipe or a new inclusive treat. I'm just getting started, and I can't wait to see where this sweet journey takes us!"