General store owner says simplicity is way to success

The key to running a successful store is to keep the business simple and to remind patrons of simpler times, said Will Webster, owner of William and Taylor General Store and Tobacco Market.

Walking into the small store on West Palmetto Street for many is like passing through a time portal and ending up somewhere in the 1950s, he said.

Scattered on the unfinished, hardwood floors are gift items, old school licorice whips, homemade gourmet fudges and antique signs.

“People who are probably 50 and over say this reminds me of a place they used to go to or ‘This place reminds of a place my granddaddy used to take me when I was a kid,’” Webster said. “People love it. On Saturdays, they’ll bring the kids in because you can’t find penny candy or 5-cent candy anywhere else.”

In the midst of a recession, customers appreciate the low prices, he said.

Webster owns two more general stores in Cheraw and in Sumter.

“(The stores) seemed to be doing well because they are affordable. People, right now, are looking for $5 and $10 items and we have a lot of that,” he said.

Webster owns 14 general stores and tobacco outlets across the Pee Dee, but plans to open more general stores in the future because customers love the concept, he said.

Webster started opening stores about 15 years ago after growing up in the tobacco business.

His grandfather, Waymon Webster, started the first family business in 1947. He, in turn, passed the shopkeeping experience down to Webster’s father, Sonny.

“My brother ... and I were brought up working after school and summers in the family business,” he said. “You can’t get that kind of education in school. I’m really grateful for what each of these men taught me. I learned so much from them — everything from how to sell to the day-to-day operation of a business.”

One of the biggest secrets to success is family, Webster said.

The importance of family is reflected in the name William and Taylor, which are the names of his son and daughter.

“It doesn’t hurt you at all to marry a smart, hardworking woman,” Webster said. “Paula is the backbone of our company. She also comes from a hardworking family. Her mom, Ann Cribbs, ran our first store for over 10 years. Her uncle, Barry Strickland, still works with us and has been a tremendous asset from day one.”

Will Webster said the businesses have been able to survive and even thrive in hard times because he’s watched every penny and kept day-to-day operations simple.

“We started out small ... we really watched our expenses with everything (even) turning out all the lights ... if you needed something done, you did it yourself,” he said. “We were just real fugal with our spending. If you watch your spending, things will start to grow, but if you go out and get in a lot of debt, it’s going to be a lot harder for things to grow.”

— Staff Writer Jamie Rogers can be reached at (843) 317-7266.

Name: William and Taylor General Store and Tobacco Market

Established: 2007

Address: 523 W. Palmetto St., Florence

Owners: Will and Paula Webster

Employees: Three

Specialty: Antiques, candies and tobacco

Fast Facts

• The store is named after the Websters’ son and daughter, William and Taylor.

• The general store sells high-end cigars.

• Will and Paula Webster opened a new tobacco market on Evans Street in Florence at the end of March.

• Will Webster’s grandfather opened the family’s first business in 1947.

• Will and Paula Webster opened their first tobacco market in Bishopville.