Small family-owned businesses have been the hardest hit during the COVID-19 pandemic. That’s why Small Business Saturday and shopping local are more important this year than ever.
This past Saturday, November 28, marked 11 years since American Express created Small Business Saturday to encourage people to “shop small.” This event, falling between Black Friday and Cyber Monday, serves as the kickoff to the holiday season for local independent retailers and restaurateurs.
According to a recent study by American Express, 64 percent of business owners were counting on this year’s event. In 2019, roughly 110 million people participated, spending an estimated $19.6 billion, a record high. This year, 46 percent of small business owners say they need another above-average holiday sales season for them to stay in business into 2021.
“Small Business Saturday is an important part of our global Shop Small campaign, and small businesses need our support more than ever as they continue to navigate the effects of COVID-19,” said Elizabeth Rutledge, Chief Marketing Officer of American Express. “We know 88 percent of U.S. consumers feel a personal commitment to support small businesses in the wake of the pandemic. Whether online, curbside or safely in-store, we’re reminding consumers that they can help make an impact by shopping small and sharing their favorite small businesses on social media all holiday season long.”
Although results are not in yet, local merchants and business leaders explained that the annual shopping day can be a major indicator of how successful the holiday shopping season will be.
Lee Chamber of Commerce Director Colleen Henry pointed out that many small businesses were forced to close for months this year while major corporate stores were able to stay open and make record profits. “Instead of boosting Amazon’s profits, you could ask your friends and family for a voucher for a local small business that is struggling,” Henry said. “Hopefully we can help them be here next year.”
In downtown Great Barrington, shoppers were out this past Saturday. The Bookloft in Great Barrington is one of many stores offering promotions to drive sales, not just for the weekend. This week, The Bookloft this week is offering a free bestselling audio book download to any customer who spends at least $15 either in-store or online. “This holiday season is crucial for bookstores keeping the doors open, and that’s why we’re asking you to shop local,” said Pamela Pescosolido, The Bookloft’s owner.
Store owners face a peculiar dilemma in this age of COVID – they want big sales but not big crowds. Jennifer Berkel, owner of What a Gift in Lenox, explained that she is operating at limited capacity and every customer is required to use hand sanitizer prior to entering.
In a tough year like this one, Small Business Saturday is like the “Super Bowl” for local shops, said Berkel, as she implored shoppers to support small businesses this year.
“So today and for the rest of the season, please step away from your computers and go out and shop at a small, local store. Chances are, you’ll find something unique, you’ll get to chat with people who are so happy to see you and you’ll walk away with that perfect gift for that special someone,” she said
It is not just retail stores that are thankful for local support this shopping season. The Red Lion Inn General Manager Max Scherff says that even businesses like his that traditionally focus on out-of-town visitors are turning to locals to survive in the absence of a normal tourism season. “I can tell you that we are so thankful for all the local support we have had since we reopened,” Scherff said. “Our community made the difference this summer as we all navigated the new normal.”
Right now, The Red Lion Inn is offering deals so locals can purchase stays that their out-of-town friends and relatives can redeem in 2021. “Going into the winter, that local support will be even more critical and valued,” Scherff said. “I think everyone is just trying to do whatever they can to ensure their businesses and employees remain whole through this season.”
Local State Representative Smitty Pignatelli, who was out shopping himself on Saturday, said what every storeowner also really wanted to say: “November 28 is the official “Small Business Saturday” but I hope that we support all small businesses everyday,” said Pignatelli.
