Wednesday, November 26, 2014YOUNGSTOWN, Ohio -- Shoppers will turn out in droves on Black Friday, continuing the upward trend of revenues for the biggest shopping day of the year. Last year, consumers across the country spent an estimated $12.3 billion on Black Friday.
On Cyber Monday, Dec. 1, Internet sales are expected to rise again -- as they have every year since online shopping entered the mainstream -- after a year-over-year increase of 16% in 2013.
The days are dominated by big box chains opening at midnight to offer huge discounts and online stores presenting deeply discounted items and incentives such as free shipping, special bundles or other bonuses.
And sandwiched between the two, small businesses are left to compete for their share of consumers’ holiday budgets. In 2010, American Express started a campaign, Small Business Saturday, to encourage shopping at small, local companies over this holiday weekend -- using American Express cards to make their purchases, of course -- in support of local merchants.
In the three years since, the day has proven a hit for both business owners and shoppers.
“Almost all Americans know that it's Small Business Saturday and they turn out. I myself turn out and avoid the shopping mall on Small Business Saturday,” said Gil Goldberg, director of the Cleveland office of the Small Business Administration. “It really means a lot to the nation. It's important to shop small businesses and help growth.”
Last year, shoppers spent $5.7 billion on Small Business Saturday nationwide, Goldberg said.
This year, a report by the National Federation of Independent Business estimates that 78% of shoppers who participated last year in Small Business Saturday will spend as much, if not more, at smaller stores than last year and 82% of those aware of Small Business Saturday plan to patronize small businesses.
Of those surveyed by the NFIB, 77% said the day makes them want to shop local year-round. Those statistics hold true locally, finds Mark Lipinksy, manager of Second Sole in Boardman.
“As a small business, every Saturday is Small Business Saturday. Over the past two or three years, it's gained some traction and I think we've seen an uptick in our sales,” he reported. While he lacks a hard figure on the increase, he knows more people enter his store on Small Business Saturday.
“There's definitely more people coming through the door. It's just because more people of aware of it and it's become a front-of-line day for stores like us. It's nice because people are making a conscious effort to come out and support local business,” he continued.
“Online business makes it difficult for us. For a store like us, having customer service and providing an experience helps out. We try to have Black Friday sales and keep up with the bigger retailers, but having that one day definitely helps,” Lipinsky said.
In Sharon, Pa., merchants are working together and with the Shenango Valley Chamber of Commerce to offer a day full of thousands of dollars worth of prizes, free gift-wrapping, pictures with Santa, refreshments, carolers, and dancers. Small Business Saturday events begin here at 10 a.m. and culminate at 8 p.m. with a fireworks show.
For the first time, the National Restaurant Association is also supporting Small Business Saturday, urging shoppers to spend the entire day at locally owned enterprises.
“This year there is some real encouragement going on for consumers to cap the special day with a sort of special meal at a local restaurant,” said Patricia Welsh, spokeswoman for the Cleveland SBA office. “The restaurant association is partnering up with us for the first time to provide that encouragement.”
On ShopSmallNow.com, the site American Express runs to help shoppers find small businesses, users can sort stores in their area into five categories: dining, shopping, entertainment, travel and services.
“It's a day for us to really shine,” Second Sole’s Lipinsky said. “It's a day for a store like ours to put on our best for our customers and really show what we're all about.”
Copyright 2014 The Business Journal, Youngstown, Ohio.
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