Even a smaller retailer can do this at specific times, with the possible exception of television. For most smaller retailers, however, TV is an overrated money-pit. Use targeted mailings. In these you are on equal footing with the largest retailers. If you do not have a good mailing list start building one today.
Newspapers are one of the few places where people actually look for advertising messages.
Good, productive newspaper ads are difficult to do. They require a good writer who knows furniture and understands the principles of persuasion. They also take a good merchant who understands how to merchandise and who will invest in enough space and color to make his offer stand out. The mobile medium. Good for event support - but buy the less expensive evenings and weekends.