
© REUTERS/Aaron JosefczykCustomers line the aisles and hold up their money as they participate in a "cash mob" at a small locally owned organic store called Nature's Bin, in Lakewood, Ohio March 24, 2012. In less than six months Andrew Samtoy says the Cash Mob movement has spread to at least 170 different cities in the U.S. and cities in Canada and Italy and all planned on taking part in Saturday's International Cash Mob Day.
Cleveland, Ohio - Flash mobs have been blamed as a factor in looting during urban riots. But now a group of online activists is harnessing social media like Twitter and Facebook to get consumers to spend at locally owned stores in cities around the world in so-called Cash Mobs.
At the first International Cash Mob day on Saturday, wallet- toting activists gathered in as many as 200 mobs in the United States and Europe, with the aim of spending at least $20 a piece in locally owned businesses, according to the concept's founder, Cleveland lawyer Andrew Samtoy.
"It's my baby but I'm not a helicopter parent," Samtoy told a crowd of more than 100 people gathered Saturday at Nature's Bin, a grocery store that specializes in local and organic food, in Lakewood, an inner ring suburb of Cleveland.
The 32-year-old dreamed up the Cash Mob idea last year after spending time in Britain during summer riots that unleashed looting in cities including London, Manchester and Birmingham. His first Cash Mob, in Cleveland last November, brought around 40 shoppers packing in to the Visible Voice book shop, on a welcome spree in which each of them spent on average $40 within an hour-and-a-half. "We are kind of slow in November so I wasn't going to turn it down," said the independent book store's owner, Dave Ferrante, who estimated he made about eight times his normal take on that day.
"We have a very limited marketing budget and it brought in people who wouldn't have been here. It sounds corny but we really build a base one customer at a time," he added.
After the original Cash Mob in Cleveland, Samtoy's Facebook friends in other cities picked up on the idea and organized their own gatherings.
Samtoy can rattle off a list of friends from Los Angeles to Boston, from church camp to law school, who were the 'early adapters' of the Cash Mob phenomenon.