Editorial — Small businesses get holiday spotlight, too

Date Published: 
Nov. 24, 2017

Nestled between Black Friday and Cyber Monday sits Small Business Saturday — a marketing effort created by a major company, to benefit small businesses. Well, and itself, obviously.

The big-box retail industry has capitalized on Black Friday for years by promoting certain items at miniscule prizes, and then hoping to sell more of their inventory once people get in the door. It is, and always has been, a terrific way of springing into the holiday sales season with authority. Companies like Amazon and eBay have more recently found success with Cyber Monday sales, and the box stores have begun to take advantage of that marketing, as well.

Now, Small Business Saturday is a bit of a different animal, and it impacts more of our local businesses.

Excluding some of our communities that sit on Route 113, we don’t get a lot of big-box stores in our community, particularly closer to the beach. The restaurants and shops tend to tilt more in the “small-business” category, and simply can’t buy items in the kind of bulk the box stores do to provide those kinds of savings.

American Express trademarked the “Small Business Saturday” title, and encourages people to patronize brick-and-mortar stores. In 2010, the first year American Express began promoting the idea nationally, the company bought advertising inventory on Facebook, and then gave it to its small merchant-account holders, as cited on Wikipedia.

We hear a lot about Black Friday and Cyber Monday. Let’s push the Small Business Saturday narrative just as much.