How Philly-area businesses are making the most of Small Business Saturday

Small Business Saturday, a promotion-turned-tradition created by American Express in 2010, is on Nov. 30, and many are hoping that sales will exceed the $17 billion recorded in 2023.

Here’s a look at how some local businesses are preparing.

Homesewn, a sewing and craft supply store in Media, has had an “encouraging” year, owner Joey Silverthorn says, and she is optimistic about the holidays.

Silverthorn says it’s important to make Small Business Saturday a memorable and inviting experience. Homesewn will launch holiday-themed workshops, new seasonal products, and gift cards that day, she said.

“Many people look for unique, meaningful gifts, and our craft supplies, kits, and classes make great options for creative gifting,” she said.

Silverthorn also plans to offer special discounts for Small Business Saturday. She’s not alone.

Justin Zaslow is a chocolatier and operating partner at Pierre’s Chocolates in New Hope. The decades-old, family owned business has been challenged with significant price-cost increases this year and is aiming to boost sales for the holiday season to make up for declining margins.

“We’ll be advertising as much as possible and offering incentives and discounts for shopping local,” he said.

Yolanda Palmer, who owns Foliage, a plant store in Chestnut Hill, has also had a challenging year and plans to increase marketing efforts starting on Small Business Saturday.

“I’m preparing for a good holiday season,” she said. “Small Business Saturday has been helpful in the past, and this year we’ll be doing more advertising.”

It’s common for local communities and business districts to organize events around Small Business Saturday. Merchants and businesses that participate can benefit from the increased promotion.

For example, the Mt. Airy Community Development Corporation has organized a “shopping crawl” that features local businesses with prizes, food, and special promotions. The New Oxford Area Chamber of Commerce is publishing a special brochure to highlight its merchants.

Merchants in Ambler have banded together to offer special promotions and events. The Manayunk business community has created the “Manayunk Shop Small Passport” with prizes for customers who visit a minimum number of merchants during the day.

Haddonfield is extending the festivities, promoting a “Brunch big and shop small” weekend on Nov. 30 and Dec. 1. Shoppers in Media, where Homesewn is located, will find carolers singing throughout the day on Nov. 30, and free snacks on State Street.

Because Small Business Saturday will be in the news, it’s an opportunity to promote not only discounts but also events that could attract customers.

Silverthorn runs special classes during the holidays and says Small Business Saturday is a chance to reach more first-time customers.

Christine Egbert, who owns pet-care business Bark U in King of Prussia, said her services are geared toward ongoing care for clients’ dogs, but that doesn’t keep her from offering special events and activities.

“My advice for merchants to take advantage of Small Business Saturday is to host an event and include a giveaway, or offer a unique perk that draws attention and showcases your brand’s personality,” Egbert said.

Customers remember the businesses that go the extra mile to make them feel special, Egbert said. “Small touches can go a long way in building connections that last beyond Small Business Saturday.”

Madison Ramirez, who owns Meraki Market in Haddonfield, says that while 2024 has been an “OK year,” she is looking forward to increased sales on Small Business Saturday. At Meraki Market, which sells plants, crystals, and home decor, the strategy is simple: staying true to the store’s brand and letting its products shine.

Ramirez said her preparations for the holiday season are the same as they would be any other time of year, “curating a collection full of items we love,” that also fit Meraki Market’s ethical standards. But Small Business Saturday remains special in that it “kick-starts our holiday season,” she said.

“The truth is, it’s usually inconvenient to shop small,” Ramirez said. “Every single customer that chooses to spend their hard-earned money in your small business should leave knowing how important they are … without them, we are nothing.”