Where and why to buy

For every $50 spent locally, $20 will stay in the community, according to some reports, circulating through the local economy. While Black Friday and Cyber ​​Monday tend to get the most attention, Small Business Saturday has become a juggernaut for local businesses.

On Saturday, November 26, Sonoma shoppers will have the opportunity to contribute to Small Business Saturday at Sonoma Industrial Park, featuring deals, food, music and unique items to kick off the holiday shopping season.

There are also a handful of businesses scattered around town that will mark the retail holiday by handing out “Shop Small” tote bags and stickers to visitors.

Small Business Saturday was founded by American Express in 2010 as local businesses were struggling to recover from the Great Recession. Since then, consumers have spent an estimated $163 billion during the local retail day.

Although Cyber ​​Monday and Black Friday ads are peppered on computer screens and billboards, Small Business Saturday generated more than double the revenue of America’s two big sales days combined in 2021, according to the Small Business Administration. Businesses of the USA (SBA). Sales rose 18% on Small Business Saturday in 2021, reaching $23.3 billion, while sales on Black Friday and Cyber ​​Monday fell 1% over the same period.

And while Small Business Saturday sales are up even from pre-pandemic levels, rising inflation and the increasing normality of online shopping pose a potential threat to large, local, brick-and-mortar retailers.

“This year, we know that small businesses need our support now more than ever as they navigate, update and adapt to the effects of the coronavirus pandemic,” the SBA wrote on its Small Business Saturday website.

According to the Sonoma County Board of Economic Development, inflation has been on the decline since June, when it peaked at 9.1%, but as of October it was still strong at 7.7%.

“Lower inflation is usually a good sign,” Aleena Decker, conference and communications coordinator for the Sonoma County Economic Development Board, said of projections for local vacation spending this year.

According to Decker, unemployment continued to fall in October to 2.6%, but labor shortages continue to pose challenges for businesses emerging from the pandemic.

One way to support the local economy is to do Christmas shopping in town, especially when the sales are hot, which is why many businesses choose to participate in Small Business Saturday.

“Small Business Saturday is the perfect embodiment of what we work for at the chamber,” said Mark Bodenhamer, executive director of the Sonoma Valley Chamber of Commerce. “It is always important to support our local independent retailers, but even more so after the last few years of challenges. Our retailers are a critical piece of our local economy and a large part of the Valley’s cultural landscape. We look forward to seeing people on Saturday and throughout the holiday season.”

Shop Small Saturday at the Sonoma Industrial Park is hosted by five small independent women-owned businesses. The day will begin at 10 am on Saturday, November 26. With over 10,000 square feet of collective retail and resale stores, they aim to have something for everyone.

“It’s a great way to kick off the holiday season,” said Lindsay McDonald, manager of Reclaimed Sonoma.

Participating businesses include Reclaimed Antiques Mall, Reclaimed Furniture & Consignment, Warehouse 19624, 428 Kitchen and Emily’s Collective.

To make the most of the day, the women hosted live music by local favorite Jon Williams, coffee from The Java Wagon, food from El Brinquito, and free holiday raffles for gift baskets and prizes.

“It’s a great way to kick off the holiday season,” McDonald said.

He said Reclaimed Sonoma was able to expand during the pandemic and he’s optimistic about sales this holiday season because shopping has been a major outlet for people in recent years.

“I think retail therapy has been very important to people,” McDonald said.

Contact reporter Rebecca Wolff at [email protected]

Leave a Reply

Your email address will not be published. Required fields are marked *