Big ‘box’ stores have become king in the chain of supply and demand and they reign on Black Friday. But the Saturday after Thanksgiving is “Small Business Saturday” and downtown Mansfield businesses enjoyed the promotion.
Four years ago, national credit card company American Express (APX) started a campaign that urged consumers to think “small” in terms of where and how to spend their money.
“I applaud American Express on this initiative I think anything we can do to bring attention to the local gems in our neighborhood shops is important,” said Paul Kemerling, owner of Relax, It’s Just Coffee located in downtown Mansfield. Paul added that Relax has supported the initiative for the last three years.
Llalan Fowler of Main Street Books in downtown Mansfield shared her thoughts on her decision to join the movement and encourage the participation of several other local small businesses.
“Small businesses do more than just sell products: They build communities. In the downtown area you can meet an author, go to an art class, take a dance lesson, go to a childrens’ museum, see a play, go to a rock show or even make a pizza with your kid. A big box store can offer you deep discounts but we can offer a you a great day and happy memories,” said Fowler.
With the ultimate goal to bring attention to the economic value of supporting local small businesses, American Express utilized social media, nationwide radio and television advertising to create awareness to the campaign.
“With all of the controversy surrounding the number of ‘big box’ retailers that opened on Thanksgiving this year, it seems that this could be an especially significant year for shoppers to show retail analysts what they truly value. Is it super-cheap, mass-produced and imported products sold to you in a stockyard-like atmosphere? Or is it locally made, locally sourced, craft quality products presented to you in a neighborhood shop by people passionate about our community? I know which one appeals to me,” said Kemerling.
According to Fowler one main and very important advantage small businesses have over the big retailers is the connection created with the customer.
“I meet so many smart unique, fascinating people everyday in the bookstore. It’s a wonderful feeling, introducing a book lover to a new author or title, and even more satisfying to get someone who doesn’t read a lot hooked up with an author or series they love. This job and this store are very important to me for these very reasons. Unlike a big box store, it has nothing to do with the money, and everything to do with the people,” she said.
As a way to support the campaign effort Fowler added that several stores participated in a joint promotion that she referred to as “share your receipt” deals. Customers who visited the local shops on Saturday could visit neighboring stores in the area and take their purchase receipt to receive a discount in the store. Some stores that honored the receipt share included the Carrousel Gift Shop, Main Street Books, and Relax.
Fowler stated that joining in the campaign was a very easy and friendly process that started when she contacted AXP and they immediately provided information and support by way of promotional items such as stickers, balloons and welcome mats for merchants to display in order to signify their participation and support of Small Business Saturday.
Fowler added, “This is a wonderful opportunity for downtown. It helps introduce new people to be associated with other businesses in the area. It helps link everyone together and creates a destination.”
For more information on joining the movement visit www.facebook.com/SmallBusinessSaturday.
Founded by American Express in 2010, Small Business Saturday is an American shopping event held the first Saturday after Thanksgiving. The campaign initiative was conceived and promoted by American Express as a counterpart to Black Friday and Cyber Monday to encourage holiday shoppers to patronize brick and mortar businesses that are small and local.
In 2010, American Express purchased advertising inventory on Facebook, which they in turn gave to their small merchant account holders. At least 41 local politicians across the U.S. and many small business groups issued proclamations concerning the campaign. That unified support generated more than one million Facebook likes and nearly 30,000 tweets under the Twitter hashtags #smallbusinesssaturday and #smallbizsaturday. Small Business Saturday was born.
“Small businesses do more than just sell products: They build communities. In the downtown area you can meet an author, go to an art class, take a dance lesson, go to a childrens’ museum, see a play, go to a rock show or even make a pizza with your kid,” said Llalan Fowler.
