Over the weekend, we and many other small business owners opened our shops with great hope to welcome all kinds of shoppers choosing to visit and do business with small businesses in their communities. For us, the day, honestly, proved lackluster. We welcomed customers – not a lot of customers – but some. For our own part, we elected to start our day with breakfast out at a locally owned business in our neighborhood. 

Small Business Saturday started 10 years ago. While American Express put a lot of money behind it, American Express did not “create” it. That honor goes to Cinda Baxter. At that time, she owned a stationary store and she decided small businesses deserved part of the holiday shopping hoopla that follows Thanksgiving each year. Cinda worked tirelessly individually promoting the idea and sought media attention to help her spread the message nationally. The media attention never came but American Express and its deep pockets did. In the beginning, Cinda saw a partnership with American Express beneficial to her cause. Over time, however, she saw American Express altering her messaging and her intent became lost in the big-money media blitz. Cinda walked away.

We applaud American Express because their deep pockets did increase the visibility of Small Business Saturday. Small businesses across the country need media attention and hoopla and customers every day, not just the Saturday after Thanksgiving.

On Small Business Saturday, we spent part of our day painting over graffiti left on our building overnight. We learned of a local restaurant whose owners arrived the day after Small Business Saturday to find their windows broken out. These represent everyday realities of small business owners in our community and in communities throughout the country. As we deal with these issues, we simultaneously do what’s needed to keep our doors open. Through it all, we also respond to continuous requests from our community for donations and sponsorships and discounts.  

This holiday season, and always, we ask that you pause…and think a minute before clicking on your phone or computer to make a purchase. Consider some local alternatives, consider your community and what community means and looks like to you.