The Power of Shopping Small

Started in 2010 by American Express, Small Business Saturday was created as a response to the growing dominance of big-box retailers and online shopping giants. The initiative was aimed at supporting small businesses by encouraging people to shop at their local stores and markets. Fast forward to today, and the impact is undeniable — especially in places like Watchung, where small businesses form the backbone of the economy.

In Watchung, the event attracts large crowds who are eager to find unique gifts, support their neighbors, and discover what local shops have to offer. From cafes and boutiques to hardware stores and art galleries, Small Business Saturday brings the community together in ways that traditional shopping events cannot match.

The Impact on Local Sales

For local businesses, Small Business Saturday isn’t just about community spirit — it’s about real financial impact. Many Watchung businesses report an uptick in sales, both from new customers and returning ones looking to support their favorite shops. Retailers across town are seeing higher sales figures, with some reporting sales as much as 30-40% higher than typical Saturdays.

Melissa Harper, owner of Willow Candle Co., reflects on last year’s success:
“It’s always been our busiest day of the year. People are ready to buy locally, and they come in looking for quality, unique items that aren’t available in big-box stores. The event really shows us how much people care about keeping our town vibrant.”

For businesses, the benefits are not just in immediate sales but also in long-term relationships. Small Business Saturday serves as an opportunity to connect with the community and showcase what sets them apart from chain stores — whether it’s personalized service, handcrafted products, or specialized knowledge.

Supporting the Local Economy

Beyond sales, the event has a multiplier effect. When customers shop locally, they help sustain the local economy. Money spent in Watchung stays in Watchung, circulating through other businesses, services, and public programs. Small businesses hire locally, pay taxes that support town initiatives, and contribute to the overall vibrancy of the area.

For example, a customer who purchases from Main Street Antiques may stop by a local restaurant for lunch afterward, or grab a coffee at one of Watchung’s small cafes. These ripple effects generate even more revenue for the local economy.

The Community Spirit

While the financial impact of Small Business Saturday is clear, its importance in building community spirit is equally significant. The event fosters a sense of pride and loyalty in Watchung. It’s a reminder that shopping locally isn’t just a transaction, but an investment in the future of the community.

Local business owners are passionate about what they do. Take Green Leaf Salon, which participated in Small Business Saturday for the first time last year. Owner Rachel Thompson says, “The event was more than just a sales day for us; it was about meeting people who may not have visited our shop before, and showing them what makes us different from a big chain salon. It’s about building relationships, not just making sales.”

The Power of Partnerships

Another key element of Small Business Saturday is collaboration. In Watchung, business owners often team up to make the day even more memorable for shoppers. From joint promotions to group marketing efforts, local businesses leverage each other’s strengths to enhance the overall experience. For instance, Watchung’s Main Street Alliance partners with shops to create discount vouchers, host live music, or provide free refreshments during the event.

Collaborative marketing is a powerful tool that helps create an unforgettable day. Small Business Saturday fosters a sense of unity, reminding everyone involved that they are working toward a common goal: keeping Watchung’s local economy strong and sustainable.

What’s Next for Watchung’s Small Businesses?

As the event continues to grow in popularity, the future looks bright for Watchung’s small businesses. The continued success of Small Business Saturday reinforces the value of locally owned and operated businesses. Many are already planning for next year’s event with bigger promotions, new products, and even more collaborative efforts to bring in even larger crowds. There’s also a push to increase participation from online sales, with businesses creating exclusive online-only discounts to encourage both in-person and remote shopping.

For small businesses, Small Business Saturday is just the beginning of a fruitful season of community engagement and sales. As one Watchung business owner, John Miller of Miller’s Hardware, puts it:
“We don’t just rely on the event — it’s about building relationships year-round. But Small Business Saturday? That’s our day to shine.”

Support Local. Support Watchung

At watchungchamber.com, we believe in the power of local business to transform and strengthen communities. If you want to make a difference in Watchung, start by shopping local — not just on Small Business Saturday, but all year long.

Join the conversation and discover more ways you can support local businesses in Watchung at watchungchamber.com.