Business & Tech

Shops Anticipate Small Business Saturday

Small Business Saturday, American Express's nationwide movement to support small businesses, has local business owners ready for the holiday shopping weekend.

As the year’s biggest shopping day quickly approaches, small business owners across the country will have reason to smile once it ends.

The nationwide phenomenon that is Black Friday will kick off during the wee hours of Friday morning, but Saturday, November 26, local businesses in Hermosa Beach will benefit from another nationwide undertaking known as Small Business Saturday.

For the second consecutive year, American Express will offer a $25 statement credit to registered American Express card users who spend $25 dollars or more at small businesses across the country.

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As the effects of a weakened economy continue to have a well-documented effect on small businesses nationwide, including Hermosa Beach, local owners are appreciative of the initiative taken by American Express to plug money back into the local economy.

“To have this kind of support from American Express is huge,” said Laurie Ford, owner of Gumtree Shop and Café on Pier Avenue. “We would never be able to advertise on this level or get our message out about small business.”

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Ford, who commented that Gumtree will be serving free cider throughout the upcoming holiday weekend, revealed that her excitement for this year’s Small Business Saturday has derived namely from the success her business experienced during the project’s inaugural year.

“It was great,” Ford said of last year’s turnout for Small Business Saturday. “A lot of people really supported and they came in and mentioned American Express. And, I think advertising for it this year has been bigger.”

Daniel Del Castillo, manager of ET Surf in Hermosa Beach, commented that while holiday season represents the largest sales opportunity, it is important to remember that small businesses do the largest part to fuel the economy throughout the year.

“I think the smaller businesses, like ours, like all the ones out there, really feed the bigger businesses,” Del Castillo said. “When the economy is slow like it is now, I think people want to spend their money where they think it’s going to help the local community.”

While American Express has publicized this weekend’s event through television commercials and social media, asking shoppers to “Pledge to Shop Small,” owner of Beach Cities Bicycle Brian Lindquist believes it important for shoppers to stay in touch with local businesses on a personal level as well.

“I think a lot of people are buying all their stuff online these days,” Lindquist said. “If they expect to have any services available to them but they’re buying everything online, they’re not going to have anywhere to go to service their product if they don’t start supporting the bulk of American business.”

Small Business Saturday will take place nationwide. In order to participate, American Express users can register their card at the Small Business Saturday Facebook page.


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