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Community event

Small Business Saturday now mainstay of shopping season

Tribune Chronicle photos / R. Michael Semple Just Pizzelles owner Christina Benton arranges a display of pizzelles in her shop in Cortland. Benton, a proponent of the Small Business Saturday effort observed each year the Saturday after Thanksgiving, is organizing several events in Cortland to encourage community members to shop locally.

By VIRGINIA SHANK

Tribune Chronicle

Christina Benton realizes the value of community awareness in establishing a successful business.

Like other local business owners, Benton also sees the importance of observing Small Business Saturday.

“I’ve found a lot of people will go to the big retailers or the malls on Black Friday, but wait for Small Business Saturday to support the locally owned stores in their own communities,” Benton said. “They look forward to it.”

Benton, an owner of Just Pizzelles in Cortland, is among a growing number of area business owners participating in the annual effort that rallies communities to support their local businesses and shop small.

The national movement, observed the Saturday after Thanksgiving, has become a mainstay to the official launch of the holiday shopping season.

Last year, 95 million people across the country spent the day holiday shopping and dining at local small businesses, according to the 2015 Small Business Saturday Consumer Insights Survey released last week by National Federation of Independent Businesses and American Express. Consumers spent $16.2 billion last year at independent retailers and restaurants on that day, up 14 percent from $14.3 billion in 2014, according to the survey. NFIB reported sales may again exceed more than $16 billion this year.

This year, U.S. consumers expect, on average, 33 percent of their holiday shopping to be done at small retailers or restaurants — on par with last year. Also, 76 percent said they will visit at least one small business as part of their overall holiday shopping and 91 percent reported that supporting small, independently-owned bars and restaurants is important to them.

Benton has seen community interest in the effort increase since she started participating five years ago. She has taken on an expanded role by organizing events throughout the day in Cortland, where 12 small businesses will participate in Small Business Saturday this weekend — and another 25 vendors will set up shop at the Cortland Opera House.

“It’s a good opportunity to let the community know we’re here and what we’re about,” Benton said. “We’ve been in business here for several years, but a lot of people still don’t know we exist, or if they do know about us, still aren’t real familiar with us. “Small Business Saturday lets people get to know us better. It’s a chance to reach out into the community and get to know your neighbors.”

And like Benton, who will have a mini hot chocolate bar on hand and free samples, many local business owners make they day extra special and do what they can to make customers feel at home. Some offer holiday discounts and special gift packages.

Thom Duma’s store, Thom Duma Fine Jewelers, is among several in Warren planning to make the most of the day. Duma has said it’s like having two Black Fridays in a row. His store typically offers customers refreshments and special treats as part of the holiday shopping experience. He said he appreciates the effort community members make when it comes to supporting local owners of small businesses.

“I know for myself sometimes I think it would be easier to shop online, but I take into account before I do that, that I can I shop locally, get what I need and support my community at the same time,” Duma said. “I live here; I work here; I play here. It’s important that I also give my support here.”

Duma said he, like other local business owners, gives back to the community by supporting other small businesses, area charities and organizations.

“We’re all in this community together,” Duma said. “We have to take care of each other.”

In 2010, American Express started the Small Business Saturday campaign to encourage shopping at small, local companies the weekend after Thanksgiving. The trend has caught on as the credit card company continues expanding promotional offerings for participating businesses, including playbooks, “Shop Local” maps, signs to post and free online ads to promote each business. For customers, the credit card company provides extra perks and rewards when they shop local on Small Business Saturday.

George Calugar, owner of Central TV in Warren, said the effort reminds shoppers that they are supporting their friends, relatives and neighbors.

“As a business, you know the people coming through your door. Customers know the people behind the counter,” Calugar said. “You get that personal touch from a local business you don’t get from a chain or big retailer.”

For example, Calugar’s business provides free installation for the TVs and other products sold at his business.

“Beginning to end we’re there and we make sure it all works for you,” he said. “You don’t have to go through a process or wait to talk to someone, being transferred from department to department, person to person. It’s the personal touch. We pay attention to detail before and after the sale because we appreciate our customers and we support other local businesses.”

Last year, the Trumbull County commissioners took the concept a step further when they, in cooperation with the Youngstown Warren Regional Chamber and various business and community leaders, launched the “Shop Your County” campaign to help local businesses while increasing sales-tax revenue.

Trumbull County has a sales tax of 6.75 percent. Of that, 1 percent goes to the county and the other 5.75 percent goes to the state.

Commissioner Dan Polivka said when consumers opt to shop locally rather than online, it helps keep the county running. For example, the county uses tax revenue it receives from purchases made in Trumbull to operate the justice system including its courts, jail and sheriff’s office.

Greg Bartholomew, owner of All American Cards and Comics in Warren, said supporting local business is more gratifying than shopping online.

“Supporting small business helps the local economy much more than one can believe. True economic development starts with small business,” he said.

vshank@tribtoday.com

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