Black Friday isn’t as popular as it once was. Gone are the days of buyers trampling each other in the wee hours for a chance to buy the newest gaming console, a TV at half the price or the latest gadget garnering the country’s attention.
The top spot for massive spending ahead of the holidays now goes to Cyber Monday, a virtual shopping spree dominated by Amazon, Apple and other online retail giants. But again this year, small businesses are pushing back with a buy-local campaign dubbed Small Business Saturday.
Across the Bay Area, mom-and-pop shops that have struggled to stay in business amid pandemic closures and inventory supply-chain woes — and the continued shift to online retailing — are asking folks to save some of their holiday shopping dollars for them this season.
“Small businesses are the backbone of our economy and supporting them is investing in your local communities,” said Cynthia Bonior, president of the Fremont Chamber of Commerce. “In the aftermath of the COVID-19 pandemic, it is critical now, more than ever, that all of us be champions for small business.”
From Oakland to Los Altos, Bay Area businesses are offering discounts, promotions and free gifts to shoppers who support them instead of their big corporate counterparts this weekend.
Most longtime Fremont residents would recognize florist Dirk Lorenz, who has been serving the community for over four decades through his business, Fremont Flowers. Lorenz was even part of the Fremont Flowers family before he called the store his own, working under original owner Mildred Iverson before her retirement in 1983.
“Mildred came from the Midwest and opened Fremont Flowers in 1959, and I’ve had it for the last 40 years. The city has seen a lot of changes over the years but there are a few constants,” Lorenz said. “When we have community events, like the Fourth of July and Christmas parades, small business people are often involved. Small businesses are the heart and soul of our community; they help our community bloom.”
Fremont Flowers will be offering a 50% discount on Black Friday and Lorenz wants to remind local shoppers that many other small businesses in the area will be holding similar weekend sales, with added advantages.
“Everything is online now but we can offer the same goods and services for the same prices, or even less,” he says. “Oftentimes you can even get your items quicker because we’re right here in your hometown.”
In Oakland, many local businesses have come to rely on residents who are committed to spending their money at neighborhood stores instead of filling the pockets of national chains. The city is getting behind it by offering free parking on Saturdays during the holiday season.
Still, the anticipation of citywide shopping sprees this weekend prompted Walden Pond Books to offer free shipping on all online sales and set up storefront advertisements for Small Business Saturday.
“Other than that, we participate simply by existing — we’re a small business, we’re open on Saturday and we’d love to see our customers,” said Bob Fisher, the store’s sales manager.
“We don’t really have to encourage much of the neighborhood to shop locally, because they already do,” Fisher said. “But it always helps to reinforce the message.”
Saratoga, with its cozy downtown area lined with small businesses, is lighting its holiday tree on Friday and kicking off a small business day before the national event. Businesses will offer extended hours during the holiday celebration to take advantage of the large crowds drawn to the tree-lighting festivities.
Echo Shop, a small, volunteer-run consignment store that donates its profits to local Bay Area nonprofit organizations will be open 4 p.m. to 8 p.m. Friday, Manager Bruce Friesen said.
“The more we get now, the more we have to give back to the community in a time of need,” Friesen said.
In Pleasanton, a number of locally-owned boutiques on Main Street are offering deals. Marissa Ringman’s Prim Boutique, which is celebrating its 10th anniversary in January, will have store-wide promotions and a buy more, save more discount.
“It’s a scary time for small businesses. The numbers are frightening right now. Every day I’m getting emails from large chains with massive 40% off sales,” Ringman’s assistant Stevi Bair says. “It’s a little discouraging but we’re trying to stay positive.”
For Los Altos Village Association Executive Director Scott Hunter, small business Saturday is about getting lost in your community, discovering something new and connecting one-on-one with the business community.
The village is promoting giveaways at its downtown plaza, a perfect place to go hang out if family is in town, Hunter said.
“Brick-and-mortar retail is still here, certainly in Los Altos,” Hunter said. “That’s what this is all about. It’s about wandering around, enjoying the day, and not having to worry about when your item is going to get shipped to you. There are so many small business retailers that rely on people coming to their shops. Online has the ease-of-use going for it, but there’s nothing like that one-on-one connection with a retailer.”
Reporters Shomik Mukherjee, Hannah Kanik and Martha Brennan contributed to this story.
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