Small Business Saturday in the Third Avenue Village District won’t have a lot of bang for the buck.
Small Business Saturday is a promotional business holiday promotion observed the Saturday after Thanksgiving. The event, created by American Express in 2010, is sandwiched in between Black Friday and Cyber Monday and is aimed at holiday shoppers to encourage them to do business with small, local businesses.
Third Avenue Village Association Executive Director Luanne Hulsizer said the village is not promoting the shopping day within the business district.
“We didn’t have much participation in the past so we are not promoting it this year,” she said.
Hulsizer said she does not know if businesses on Third Avenue have benefited from Small Business Saturday as businesses have not reported to her any revenue increase during the shopping day.
Hulsizer said instead of focusing on Small Business Saturday the association has turned its attention to planning its annual events.
Janet Goff, owner of My Cup of Tea, said Small Business Saturday is not a point of emphasis for her store, but in general the holiday season is the busiest time of year for My Cup of Tea.
“We depend on the holiday season to give us a boost in business,” she said. “Small Business Saturday makes little to no impact on my business compared to the rest of the holiday season.”
Goff, who has owned My Cup of Tea for 15 years, said although she does not care much for Small Business Saturday, she is a little disappointed that TAVA won’t promote it because small businesses need all the marketing help they can get.
Rosie Lopez, who co-owns Eazy Toyz with her husband, said although TAVA is not marketing Small Business Saturday, she is taking it upon herself to promote the day on social media and at her business.
“With all the hype around Black Friday and to an extent Cyber Monday, it pulls away from the attention of the local shops,” she said. “So, American Express shines a little light on us (small business owners).”
When a business signs up for Small Business Saturday, American Express sends marketing material such as balloons, banners and bags to help promote the day.
Lopez said she does not know if business improves because of Small Business Saturday, but said she does see more foot traffic.
“I have had people pop in the store just saying they are walking the business district because it’s Small Business Saturday and they just want to check out the local shops,” she said.
