You might not expect to find an ever-changing destination for home décor, gifts, seasonal displays, and designer finds inside an old sheet-metal warehouse in Oxford, Mississippi. Yet that element of surprise is part of what makes Discount Building Materials and its home décor side, Inside Discount, so special.
What began as a family-owned building materials business has evolved organically into a retail destination centered on discovery, value, and an experience that keeps customers coming back. We caught up with owner Dawn Sink to discuss the store’s evolution, what her customers have taught her, and why she believes the in-person shopping experience matters more than ever.
Tell us the story of Discount Building Materials. How did the store become what it is today?
Our story really began in 1994, when my husband followed in his family’s footsteps and opened a building materials business selling mostly seconds and damaged building materials. I joined him on the retail side in 2007, and little by little, I began adding home décor like lamps, mirrors, area rugs, wall art and small accent furniture.
There was never a grand plan to become what we are today. The store grew organically. I listened to what our customers were asking for, watched what they responded to and tried to find products they would be excited to discover while keeping those products at the best possible price.
Over the years, we expanded into seasonal décor, gifts, designer ribbon, wreaths, garlands and faux florals while continuing to build our home décor selection. Our customers helped build this store right along with us.
What would you tell someone who has never visited your store?
Don’t judge us by the exterior of our building!
We are still in an old sheet-metal warehouse with a sign my husband handmade in 1994. There is very little about the exterior that prepares you for what is inside. Customers have jokingly called us a “secret” shopping place or compared us to a speakeasy.
Once you come inside, there is so much to discover. Our displays are constantly changing and new inventory arrives every week, so even our regular customers can find something different each time they visit.
But I think the real magic is the experience. We want customers to slow down, wander through the displays, touch the products and enjoy being here. We offer complimentary refreshments and snacks, along with a rest area where shoppers can sit and relax if needed.
We aren’t fancy from the outside, and maybe that has become part of our charm. We hope finding us feels a little like discovering a place you want to tell your friends about.
What have your customers taught you about being a successful retailer?
Our customers have taught me almost everything I know about retail.
They have taught me to listen when they ask for certain products, styles and price points. They have also taught me that people remember how you make them feel. They want to feel welcome and appreciated.
Many of our customers have shopped with us for years, and that loyalty is something we never take for granted. We want every person who walks through our doors to feel that we are genuinely glad they came.
How has your idea of great retail changed over the years?
When I first started, I thought retail was about having the right merchandise at the right price. I still believe those things are extremely important, but now I understand that great retail is also about creating an experience.
Online shopping offers a level of convenience that a store like ours can’t, and shouldn’t try to, duplicate. What we can offer is different.
Our customers can see the color and scale of the merchandise, feel the texture, compare items side by side, walk through thoughtfully curated displays and discover something they weren’t necessarily searching for. They can ask for help and leave with their purchase that day.
I think physical retail is at its best when shopping feels less like a transaction and more like an experience. That is what we continually work toward.
For Dawn and her team, staying successful means never standing still. New merchandise arrives weekly, displays are continually refreshed, and seasonal transitions are anything but subtle. The goal is to give customers a reason to return, even if they visited just a week ago.
And perhaps the old warehouse exterior is exactly right. There is something memorable about watching a first-time shopper walk through the doors, expecting one thing and discovering something completely different. After more than three decades in Oxford, that sense of surprise remains one of the best parts of the Discount Building Materials story.
Facts About Discount Building Materials
Opened: 1994 in Oxford, Mississippi. Inside Discount was added in 2002.
Square Footage: 40,000 sq feet with 75,000 storage space (wow!)
Employees: 35 regular plus extra part-time seasonal employees
Fun Fact: The store is housed in an old sheet-metal warehouse and still features the original sign Cliff Sink handmade when the Oxford location opened in 1994. Inside, shoppers discover an expansive mix of home décor, gifts and seasonal merchandise.
Website: Inside Discount
Social: Follow along on Instagram
Top RR Brands: Boston International, Sorority and Sisterhood, Case-Mate, Glitterville, Peking Handicraft, Thomas Blonde, Shannon Martin Design, Pop Design
Address: 408 Hwy 6 West, Oxford, MS 38655