If Black Friday is all about congested parking lots surrounding shopping malls and big box stores with shoppers frantically jostling for bargains and Cyber Monday is an online shopping day, then the annual Small Business Saturday on Saturday, November 25, provides a welcome respite from the madness. This American Express-sponsored promotion, nicknamed Shop Small, encourages and incentivizes consumers to support independent local businesses with a day of special offers — a day that also makes shopping pleasurable and personal again.
Research shows that for every $100 spent at a local indie shop, 45% stays in the local community. That same $100 spent in the local branch of a national chain leaves just 13% in the community. And shopping on-line (think amazon, zappos and such), the local community gets zilch.
To find local participating merchants, click on “Find Out Where to Shop” at the top of the Shop Small home page. Hoping that customers will come in to find out what’s special, many businesses don’t announce their offers in advance.