I don't really see a 'Call to Action' that would make anyone choose your store. After some digging, I found more information in your 'About' section than I did when I got to your website. Shoppers don't want to have to search; they want the work done for them.
I think your business model is great! In fact, it reminds me of the bookstore that Meg Ryan had in You've Got Mail, trying to have a stake next to big box stores like Fox Books (or Amazon in a present-day example).
Have something on your landing page that gets people to want to stay. Mention your dedication to a niche market; promote the giving back to the community; set yourself apart so there's no option in people's heads to go elsewhere. Right now, I think your page looks a little sterile. As a mom of two littles, I have to be honest: this wouldn't really grab their attention or mine to come shop with you.
You could show some of the activities you do in the store; play up the ease of purchasing online; make the images SLIGHTLY more kid friendly without going too juvenile.
Hope this helps!
