Small Business Saturday is quickly becoming the little shopping holiday that could.
Despite being sandwiched between Black Friday and Cyber Monday, local brick-and-mortar retailers say they're happy to fling their doors open tomorrow to lure sales and visibility away from big-box stores.
"The first year it really didn't do much for the store, but as they've been better about marketing and getting people excited about the idea a month or so beforehand it really helps," said Marie Corcoran, owner of Gifted, a jewelry and assorted gifts store in the South End. "We are open every Saturday anyway, but it's just an extra little boost to remind people that small people are out there, too."
Conceived by American Express, Small Business Saturday is designed to help local businesses stay economically viable, while preserving neighborhoods nationwide. This year, 67 percent of Americans surveyed by the corporation and the National Federation of Independent Business plan to "shop small" at local businesses tomorrow, compared to 44 percent last year.
"It's taking on a life of its own," said Jon Hurst, president of the Retailers Association of Massachusetts. "This will probably be ... the biggest day for small Main Street businesses for this season. If it's not the biggest, it will be a strong number two behind the Saturday before Christmas."
Small businesses will see "well over half" of the projected $14 billion in retail sector sales the state will see in November and December, Hurst added. Small Business Administration head Karen Mills is also expected to visit Roslindale tomorrow to discuss the holiday's importance.
Patrons at Gifted will get half off the price of one scarf if they buy another tomorrow, Corcoran said.
Taylor's Stationery in Needham is offering 20 percent off boxes of Christmas cards.
"We love Small Business Saturday because it's just a big influence for people to really remember the little guys that support local towns," said store owner Jack McQuillan. "It's a big push for us and just a great thing."
Nearly 100 merchants in Salem have joined the Small Business Saturday bandwagon this year, city officials said, and holiday weekend parking will be free at municipal lots and garages.
"For some folks, they're not aware of the retailers we have, from toy stores to bookstores, women's clothing apparel and gift items," said Salem Mayor Kim Driscoll.
"There's a fair amount of shopping you can get done without having to leave town."
Yet Rinus Oosthoek, executive director of the Salem Chamber of Commerce, said it will still take time for the holiday to be ingrained in the public consciousness.
"It's the same as if you organize a festival," he said. "It takes a number of years to build it up so it fulfills its mission in a sense."
Concord Cheese Shop owner Peter Lovis said the intentions behind the holiday are noble, but added it would not dramatically alter his business.
"We have a clientele that always shops here and is always aware of the importance of supporting small independent businesses," he said.
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