Podcast Summary: "Business is Booming" – What We Spend
Episode Information:
- Title: Business is Booming
- Podcast: What We Spend
- Host/Author: Audacy
- Release Date: August 13, 2025
Introduction
In the episode titled "Business is Booming," What We Spend delves into the thriving fireworks business of Mick and Marcella, owners of Mockport Fireworks in Mockport, Indiana. Hosted by Courtney Harrell, the episode provides an in-depth look into the dynamics of operating a seasonal fireworks store, the challenges faced, and the factors contributing to their remarkable success during the fourth of July season.
Meet Mick and Marcella
Mick, aged 67, and his wife Marcella run Mockport Fireworks, a family-owned store that has been operational for 26 years. Based in a 4,000-square-foot building in a rural area, the store thrives mainly from mid-May through July, with additional sales spikes during Labor Day and New Year's.
Notable Quote:
"We've been doing that for 26 years." – Marcella [02:49]
The Fireworks Industry Landscape
The U.S. consumer fireworks industry is a lucrative $2.2 billion market. For Mick and similar vendors, the week leading up to the Fourth of July is pivotal, accounting for 80-85% of annual sales. However, the business is susceptible to unpredictable factors such as weather conditions, regulatory changes, and international tariffs, making each peak season uniquely challenging.
Notable Quote:
"The fireworks business can be unpredictable. The weather shifting, fireworks regulations, tariffs, all kinds of uncontrollable things impact fireworks sales." – Courtney Harrell [03:37]
Choosing a Permanent Location
Unlike many vendors who operate out of pop-up tents, Mick and Marcella secured a permanent storefront, providing stability and fostering a strong community presence. Their location benefited from favorable local regulations compared to neighboring states like Kentucky, which had stringent restrictions until 2011.
Notable Quote:
"We put a fireworks store on the last bridge between Kentucky and Indiana that did not have a fireworks store on it." – Marcella [08:39]
Business Operations and Customer Service
Mockport Fireworks prides itself on exceptional customer service and product quality. Mick bypasses traditional wholesalers by partnering directly with a Chinese factory, allowing for better quality control and competitive pricing. This direct relationship not only ensures high-quality products but also provides flexibility in pricing, catering to the local market's affordability.
Notable Quote:
"I'm not going to put a figure on it. But, you know, like I said, it's. We're reasonably comfortable." – Marcella [10:17]
Financial Overview and Sustainability
While the fireworks store is a significant source of supplemental income, Mick and Marcella rely primarily on Social Security, amounting to approximately $38,000 annually. Their minimal expenses, including a paid-off mortgage and cars, allow them to maintain a comfortable lifestyle with about $2,000 monthly expenses. Reinvesting profits into the business ensures its sustainability, with annual revenues ranging between $140,000 to $200,000.
Notable Quote:
"It's not a full time living. So, you know, my wife's on Social Security, I'm on Social Security." – Marcella [10:48]
Challenges Faced
The unpredictability of the business was highlighted during a drought in 2012, which halved their sales and required Marcella to borrow money, delaying withdrawals from the store for four years. Additionally, impending tariffs on Chinese fireworks pose a significant threat, potentially increasing costs by 30% and affecting next year's pricing strategy.
Notable Quote:
"30% really is a hardship and it will affect people... we've eaten a lot of the price increases in our store for the last three or four years." – Marcella [13:51]
A Week in the Life: Peak Season Operations
The episode provides a detailed diary of Mick's week leading up to the Fourth of July, illustrating the intense workload and strategic efforts involved:
- Day One: Mick and Marcella managed a busy day with sales reaching $9,000. [17:21]
- Day Two: Assisted by their granddaughter Ava, they handled a mix of small and large orders totaling $65 in personal expenses. [19:21]
- Day Three: Focused on preparing for peak sales, spending $100 on birthday gifts and community support. [22:59]
- Day Four: Transitioned to an operational shift, experiencing a quiet day with negligible personal expenses. [28:36]
- Day Five: Participated in a local radio show to engage with the community, maintaining $0 in personal expenses. [29:39]
- Day Six: Managed a significant order of $3,000 and maintained steady sales, incurring $210 in personal expenses. [32:32]
- Day Seven: Achieved impressive sales of over $30,000 with minimal personal spending, culminating in a successful week. [34:23]
Notable Quote:
"We knocked out over 80,000 in two days. Out of 26 years, this was probably in our top seven or eight." – Marcella [35:15]
Strategies for Success
Several factors contributed to their booming business this year:
- Direct Factory Partnership: Ensuring quality and cost-effectiveness by eliminating middlemen.
- Competitive Pricing: Maintaining reasonable prices despite market fluctuations.
- Customer Relationships: Building a loyal, multi-generational customer base through personalized service.
- Community Engagement: Collaborating with local establishments like Mount Zion Church to enhance customer experience.
- Adaptability: Adjusting inventory based on demand, such as Mick's decision to order more of the popular "Psycho Circus" fireworks.
Notable Quote:
"We treat everybody the way we want to be treated. We're friendly, we're knowledgeable, we get out and help folks." – Marcella [08:55]
Personal Insights and Reflections
Marcella reflects on the emotional and psychological aspects of running a business heavily reliant on a short sales period. The constant vigilance and adaptability required can be nerve-wracking but also exhilarating. Despite the inherent uncertainties, both Mick and Marcella find fulfillment in managing their destiny and fostering a thriving business.
Notable Quote:
"I like being in that position as opposed to somebody else controlling my destiny." – Marcella [15:18]
Celebrating Success and Looking Forward
The culmination of their hard work is celebrated with personal fireworks displays, reinforcing their passion for the business. This year's success, marked by over $200,000 in sales, ranks among their top performances in over two decades. Mick and Marcella anticipate further growth, potentially increasing their inventory to meet future demand without the burden of excessive tariffs.
Notable Quote:
"So, you know, it's been very hectic, very busy, big sales. You know, we knocked out over 80,000 in two days." – Marcella [35:15]
Conclusion
"Business is Booming" offers a comprehensive glimpse into the life of Mick and Marcella, illustrating the resilience and strategic planning required to thrive in a competitive and unpredictable industry. Their story is a testament to the enduring spirit of entrepreneurship, community engagement, and the pursuit of passion-driven business.
For listeners interested in similar financial journeys, Mick and Marcella's experience provides valuable insights into managing a seasonal business, navigating economic challenges, and achieving sustainable success.
Stay Connected
If you're inspired by Mick and Marcella's story and want to share your financial journey, What We Spend welcomes you to participate. Reach out to the podcast team at whatwespendpodcast@gmail.com to be featured in future episodes.
Additional Credits
What We Spend is an Odyssey original podcast, written and hosted by Courtney Harrell with producers Margot Gray and Justine Dahm. Editing by Maddie Sprung Keyser and executive production by Maddie Sprung Keyser, Asha Soluja, and Leah Reese Dennis. Theme and original music by Matt McGinley, with additional music from APM Music and mixing by Pedro Alvira.