P.E.I. teen becomes social media draw as the “Manne of Green Gables,” boosting a gift shop’s traffic and sales

# What happened

# Why it mattered to the shop The viral attention translated into real business outcomes. Shop and Play's co‑owner, Barbarann Fall, said the parlour has gotten busier, the store hired extra staff to handle demand and they plan to open on weekends in December. Visitors now frequently ask to take photos with Pickering while he's in costume.

# What the content looked like After the initial viral walkthrough, the team kept producing short videos a few hours per week. Examples in the coverage include a promotional clip where Pickering wears sunglasses to pitch lobster‑flavoured potato chips and a "day in the life" video where he rides a scooter. The material mixes local theme (P.E.I. souvenirs and postcards) with playful, shareable moments.

# How it started and who produced it Fall asked her son and other young employees for ideas to raise the store's social profile. Employees brainstorm and produce the videos together. Fall's message to other small businesses is direct: give young staff the chance to try. She says younger workers know social platforms and are willing to iterate.

# Marketing perspectives in the story Nova Scotia marketer Ross Simmonds compared the move to how millennials once reshaped business online presence and said that passing accounts to people who have their finger on culture can win attention. Social strategist Adam Rodricks urged that businesses set clear boundaries: define what employees can post, what topics are off‑limits, and what counts as confidential.

# Practical takeaways for other small businesses

• Leverage employees who already use the platforms you want to reach. They can generate concepts and content efficiently.
• Start small: a few hours a week of planning and filming can produce a steady stream of short clips.
• Plan for the operational impact of success: increased foot traffic may require extra staff and extended hours.
• Create guardrails: allow creative control but document off‑limits topics, confidentiality rules and approval processes for brand posts.

# Bottom line A low‑cost, locally themed content strategy led by a motivated teen produced measurable results for a seasonal P.E.I. gift shop. The case shows how simple, authentic short videos can attract attention and convert viewers into visitors, provided businesses prepare operationally and set clear social‑media rules.