By Moses Leos III.
Frenetic shoppers fighting for deals often stigmatize the Black Friday holiday shopping scene.
But after the dust settles on that day, what some business analysts call a more important shopping day takes place: Small Business Saturday.
Started in 2010 by American Express, Small Business Saturday spotlights local businesses in big and small towns alike. Slogans such as “shop local” have the goal of drawing customers away from glitzy department stores.
At top, patrons gathered at the home of Katherine Acuna, who hosted a gathering of several small business owners in commemoration of Small Business Saturday. The initiative, begun in 2010 by American Express, focuses consumer’s attention toward independent, locally owned businesses across the country the Saturday after Thanksgiving. (Photo by Moses Leos III) |
According to the Better Business Bureau, more than $5.5 billion were spent by consumers at independent businesses last year. More than 100 million people support the Small Business Saturday program.
In Buda, where the Main Street district is lined with small businesses, the impact was tangible.
Buda’s Red Door owners Liz Keitz and Nelda Montemayor say the program helps separate their boutique from similar stores in Austin. The women acknowledged the kitsch of local businesses; that uniqueness helps draw people to shop at their store.
As such, they relish Small Business Saturday.
“We wish we could have it every day,” Montemayor said. “It’s very important, as it’s hard to compete with the big box stores. We look forward to [Small Business Saturday].”
Jeff Brown, owner of Old Town Buda Antique Mall, also enjoys the unique fares small, local businesses offer.
While the rare items he sells work to draw in Austin crowds, he focuses first on servicing his local community. Initiatives like Small Business Saturday help that cause.
“Saturday is the main day for shopping, especially right before a holiday. [There are] more people out, people are off work,” Brown said. “I think [Saturday] is one of the most important days of the week as far as small businesses go.”
Extending aid to small businesses doesn’t end at brick-and-mortar shops. It allows the true small businesses to get off the ground.
Barbara Chapman is one of many small business owners who work out of their home. She sells jewelry and accessories, often teaming up with the Buda Farmer’s Market, which meets on South Main Street.
Working with the farmer’s market is something she enjoys doing. She said it is important, as it keeps local, small enterprises – such as her business and the farmer’s market itself – going.
It also prevents local customers from having to constantly commute into Austin for their business needs.
“We do everything local and give people the chance not to go into town for everything,” Chapman said. “You don’t want to drive back into town after commuting to work.”
In Kyle, business owner Katherine Acuna hosted a gathering of several small businesses at her home in honor of the initiative.
She favors Small Business Saturday, as it helps people see there is something beyond the “big, conglomerate businesses.” She says small businesses give people the option to find similar products, at much more reasonable prices.
It also allows her to get her name back on the community radar as well. After two strokes, she was forced her to close down her brick and mortar shop in 2000. She now runs her small bakery from her home.
In addition, it allows people to understand that small businesses have the freedom to express individuality – especially with small cake businesses.
“What I do is more to a person’s liking and not to a set decoration,” Acuna said. “I offer the imagination to put what [customers] want on a cake.”
For customers, supporting the small business is key to the community.
Charla Reed, Kim Edison and Roberta Floyd all attended Acuna’s gathering, and understood the importance of celebrating small business.
“This is what made America; small mom and pop shops, families starting businesses and handing them down to their children,” Floyd said.
There are some ways it can be improved.
Eileen Conley, owner of Memory Lane Antiques in Buda, enjoys the flow of customers during the holiday season. She understands local customers bring their relatives to downtown, in order to escape the bustle of Austin.
However, she feels the city could do more to advertise for downtown small businesses, more than just Small Business Saturday.
“I think they need to give up the trail of lights, which does not bring any business. It costs city a lot of money,” Conley said. “I think it’s more important to put money into economic benefit through advertising for [small] businesses. That’s what’s missing.”
