by Sarah Schauerte
As a former Midwesterner, I am cheap. This is my parents’ fault – during my entire childhood, they lied about my age for purposes of free meals at buffets, clipped coupons, and smuggled food into movie theaters. The importance of sniffing out a deal is engrained in me.
Now that I am older, I am still frugal. I’m not about to go into a D.C. bar before 7 PM and order a $12 martini. I’m going to go to the five-buck-beer happy hour. This is just me being smart. And, of course, every Black Friday and Cyber Monday, I’m going to track down shopping deals like an insatiable vampire hunter.
As much as I love Black Friday and Cyber Monday (particularly the latter, as it can be accomplished in pajamas), I have to give a shout out to a new phenomenon known as Small Business Saturday. You’ve likely already seen the American Express commercial pushing this event (and small businesses generally), as it is touching and well-done.
The idea behind Small Business Saturday is simple – rather than buying in bulk from Kohl’s (Hear that, Mom?) on Black Friday and Cyber Monday, support your local businesses. Statistically, most small businesses sink or swim in the first five years, so an event like this can make a difference. In exchange, you may receive a great deal that won’t be around after the holiday season.
Ironically, it is the small business owner who receives the greatest value from this event. As a small business owner myself, I believe that part of being successful is being proactive and creative in marketing your brand, and this is an opportunity small business owners shouldn’t pass up. Even if it’s a small step – such as offering a one-day coupon for 10% off, or giving out free samples – it’s exposure on the one day small businesses are recognized. And this recognition is official, too – on November 10, 2011, the U.S. Senate adopted a resolution acknowledging Small Business Saturday and emphasizing the importance of supporting our area small businesses.
This year, I won’t neglect Black Friday and Cyber Monday. But I’ll make room for Small Business Saturday too, and I hope you’ll do the same.
If you’re a consumer interested in supporting small businesses by shopping small on Saturday, you can search for businesses in your area by using this tool on the American Express website. Also, if you’re a small business owner, it’s not too late to participate. Download resources including the “Shop Small” logo, email templates, and browse ideas for marketing campaigns here.
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