Shop small is next Saturday’s motto.
On Nov. 30, American Express holds its annual “Small Business Saturday” event, offering a $10 credit to cardmembers who register in advance, then shop at a small business that day and pay with their American Express card.
But shoppers could also find other freebies and discounts. The credit card company said 67 percent of small-business owners nationwide are offering their own incentives to encourage holiday shoppers to patronize them on the Saturday following Thanksgiving and Black Friday.
“We decided on our own to sweeten the deal — complimentary dessert for any guest who pays their check with American Express,” said Rick Mijares, co-owner of American Social bar and restaurant on Las Olas Boulevard in Fort Lauderdale.
This is the first year that American Social, open for a little over a year, has participated in the event.
“It’s a nice way to get your name out there,” said Mijares, 34, who opened American Social with his college buddy Paul Greenberg in June 2012. The restaurant is decorated with Life magazines dating back to the 1940s and features self-serve beer tables.
Donna Mergenhagen, owner of Well Read Bookstore Gallery in Fort Lauderdale, said she uses Small Business Saturday as an opportunity “to say thank you to our regular customers.”
On Nov. 30, the bookstore will offer 10 percent discount for cash payments and varying discounts on items from its gallery of artists, she said.
But Small Business Saturday has a higher purpose, Mergenhagen said. “I think it’s incredibly important for people to be reminded to shop locally. The financial benefit to the community to support the bricks-and-mortar neighbors have long-range benefits.”
She said when storefronts are occupied and prospering, it’s not only great for local shoppers but it supports “our tourist-driven economy.”
Small businesses that participate in the event each year say Small Business Saturday builds awareness during the hectic holiday season that drives many shoppers to malls.
Shannon Dalbo, marketing director for GBS Beauty Supply, a family-owned beauty supplies retailer with six locations in South Florida, said sales during last year’s Small Business Saturday increased four fold because of the event.
This year, GBS is offering free gifts with a purchase. For those who spend $100 or more, GBS is offering 20 percent off all products on Nov. 30.
In Boca Raton, Jodi’s Cupcakes More is getting ready for its second holiday season since opening in 2011. Jodi’s will be offering a 10 percent discount on purchases on Nov. 30.
“In this day and age, it’s nice to see [an event] keeping the mom-and-pop places alive,” said Amanda Graziano, director of marketing for Jodi’s, which sells cupcakes and “push-up cake pops” on a stick.
Small Business Saturday was started in 2010 by American Express. The credit card company says the event brings $5.5 billion in revenue to small businesses throughout the country.
Cardholders should register quickly at americanexpress.com/us/small-business beginning this Sunday: the $10 credit to shoppers who use one of their American Express cards on Small Business Saturday is in limited supply.
American Express has reduced the credit its cardholders can receive from $25 in previous years “to make it available to more consumers,” said Scott Krugman, a spokesman for American Express. “The supply is the same.”
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