Retailers Draw Crowds on Small Business Saturday

Independent retailers across the country had many things to be thankful for at the close of Thanksgiving weekend. This year, an estimated 112 million consumers reported shopping from small businesses on Small Business Saturday. These numbers are a 13 percent increase from 2015, according to survey results from the National Federation of Independent Business (NFIB) and American Express.

The retail holiday saw record levels of support from communities and local organizations in 2016. More than 6,700 neighborhoods rallied local businesses and hosted events in their communities. This was an increase of 63 percent from last year, the survey found.

“It’s exciting for us to see the record number of consumers who came out in support of independently owned businesses on Small Business Saturday,” Elizabeth Rutledge, EVP of global advertising and media at American Express, says. “People across the country are aware of the benefits that small businesses can bring to the community.”

Although independent retailers face stiff competition from big box and online competitors, the record number of those shopping locally on Small Business Saturday shows many consumers still prioritize independent businesses.

Home Improvement Retailer Promotes Small Business Saturday

In the small rural community of LaMoure, North Dakota, residents made sure to visit and support local businesses on Small Business Saturday. One of those businesses was LaMoure Hardware, owned by Dennis Wendel and managed by his daughter Eve Lesko and her husband Ryan Lesko.

For the past two years, LaMoure Hardware has been serving the community’s hardware and home improvement needs.

When the future of the local hardware store was uncertain, Wendel decided to buy the business and connect the hardware store with the grocery store he owned. Eve says this was was an important investment for the community, as they want to encourage young families to stay.

Last year, LaMour Hardware, as well as Sweet Pickins’, a boutique run by Eve inside the hardware store, first got involved promoting Small Business Saturday. However, this year they took it to the next level.

“This year, we did a lot leading up to Small Business Saturday to encourage our customers and local families to shop with us,” Eve says. “We did a radio ad the entire week before, as well as posting an ad in the newspaper. Additionally, through Do it Best, we sent a flyer out two weeks before.”

By participating in Small Business Saturday through American Express, Eve says they had several items the credit card company provided, like doormats, stickers, buttons and paper crowns for kids and adults.

“Our customers tell us, not just on Small Business Saturday, that they are thankful to have us in the community,” Eve says. “They’re happy to support our business because otherwise they’d have to drive outside of town to get what they need.”

Not only did the hardware and boutique celebrate the Small Business Saturday initiative, but they also have worked to help all local small businesses. Eve says she has been working with the Chamber of Commerce to create a shop small movement, and Independent We Stand has been a great help in the process.

For Eve, as a small business owner and someone who supports other small businesses, shopping locally is something that should be on consumers’ minds all year long.

“Small businesses are needed to sustain the economy,” Eve says. “If you want those businesses when you need them, you have to support them.”