As small business owners on Guam navigate persistent economic shifts, fluctuating tourism numbers, and rising living costs, temporary pop-up retail setups at commercial hubs like the Village of Donki have become an essential operational platform for micro-entrepreneurs across the island.
Small-scale enterprise plays a dominant role in the island's economic structure. According to data from the U.S.
Small Business Administration Office of Advocacy, small businesses account for 96.8% of all employer firms on Guam, employing 40,012 workers, or 74.2% of the private sector labor force. U.S. Census Bureau data further highlights retail trade as one of the largest economic sectors on the island, making accessible marketplace venues critical for independent vendors.
Beverly Dela Cruz, owner of Itty Bitty Gems Guam, has operated her handmade craft venture since 2010. Inspired by her grandchildren, Dela Cruz crafts hand-crocheted character hats, plushies, and custom accessories, bringing her creations directly to consumers through frequent pop-up events at the Village of Donki in Tamuning.
Beverly Dela Cruz (right) and her granddaughters at Village of Donki with her pop-up stand. Photos by Daniel M. Perez
While business was steady earlier in the year, broader economic pressures have begun impacting consumer discretionary spending. Metrics from the Guam Bureau of Statistics and Plans show consumer prices remaining high following cumulative inflation increases in recent years, alongside elevated fuel prices, and postage adjustments.
"Just lately, last month, it actually started going down," Dela Cruz said, noting that rising gasoline costs and higher mailing rates have made shoppers more cautious. "A lot of people are being very frugal with their spending."
Despite tighter household budgets, Dela Cruz observed a distinct pattern among customer demographics, as local residents drive the majority of her sales compared to international visitors.
"Our tourists are wonderful, but they are very frugal in spending," Dela Cruz said. "Honestly, in my experience, it is the locals who are the big spenders because they come out looking for items to buy for family off island."
For Velani Junker, owner of Velani Jewelry and Velani Home, pop-up arrangements at the Village of Donki offer a flexible avenue to engage customers without the prohibitive overhead expenses of a traditional storefront. Junker, who has operated her jewelry styling and eco-friendly candle venture full-time for four years, sets up pop-up displays two to five times a week.
Velani Junker made Village of Donki her staple venue for selling high end jewelry from Brazil.
"Owning your own business is going to be the hardest thing ever, but when you have love and passion for what you do, it is worth it," she said.
Junker noted that local residents and military personnel form her most consistent customer base, whereas tourist spending fluctuates depending on market demographics.
She emphasized that independent pop-up retailers serve as key contributors to the local economy through monthly gross receipts taxes, calling for increased recognition and support from government policy makers.
"The pop-up business is also moving the economy, and we would like to be seen as a bigger part of it," she said.
Melody Hernandez, owner of Mamapina, launched her cultural baby goods and artisan line online before expanding into physical marketplace setups at Village of Donki. Hernandez founded the venture after recognizing a lack of cultural representation in commercial baby products following the birth of her daughter.
"When my daughter was born, she didn't have a blanket that reflected her culture, so we came up with one," Hernandez said, adding that the brand subsequently expanded into handcrafted accessories for mothers as well.
Hernandez and her husband co-design Filipino American swaddles, while partnering directly with mother artisans in the Philippines to produce handmade jewelry and woven goods. Beyond retail, Mama Pina incorporates a social impact model by providing breastfeeding stipends to artisan mothers overseas so they can stay home with their children, while donating a meal to a mother and baby in need with every item sold.
While the majority of her sales originate through her website, Hernandez said pop-up events at the Village of Donki allow her to connect face-to-face with local grandmothers, families, and cultural supporters.
"It is not just about the money that we make at the pop-up; it is about spreading Filipino love and Filipino pride," she said, citing core cultural values such as bayanihan or community spirit, and kapwa or shared identity. "We want to ensure that the next generation of Filipinos are proud of their culture." mbj
Matson Inc. and Hanwha Philly Shipyard Inc. held a christening ceremony for the Aloha Class Vessel Makua, set to serve Guam in the first quarter of 2027, at the Hanwha Philly Shipyard, Philadelphia on Oct. 12.
Essential infrastructure, commercial fuel stations, and private health facilities across Guam are swiftly reopening following the passage of Super Typhoon Champi, with key transportation hubs and utility providers moving into full recovery status.
Just hours after Super Typhoon Champi passed south of Guam, President Donald Trump approved Gov. Lourdes A. Leon Guerrero's request for an emergency declaration, which authorizes the Department of Homeland Security's Federal Emergency Management Agency to coordinate emergency assistance.
Typhoon Champi is now expected to be a Category 4 storm, with winds of 130 to 156 mph and gusts of more than 180 mph, when it makes its closest approach to Guam.
