We did two postings in November about Small Business Saturday, a new promotion sponsored by American Express that enocuraged shoppers to purchase at local small businesses the Saturday following Thanksgiving. If you missed the posts on Mine Your Own Business and would like to read them, they were Small Business Saturday and Small Business Saturday Follow-Up. A recent article from the Wall Street Journal depicts how at least some small businesses did have some good results over the Black Friday Weekend and some were directly related to the new promotion.
The article concentrated on small businesses located on the main street in Ridgefield, Conn. There are three points I noted in the article.
- Some customers specifically mentioned they were shopping there because of the Small Business Saturday Promotion.
- Businesses in Ridgefield that experienced the greatest increase in traffic and business came up with some promotion to attract extra customers such as Books on the Common mentioned in the article.
- Book on the Common also extended their hours to match the Ridgefield annual Christmas tree lighting, increasing traffic and generating a 30% sales increase over the 2009 Friday after Thanksgiving.
Hopefully the Small Business Saturday will continue to grow over the years. Something to remember is Cyber Monday started up slowly, but according to an article from CNET sales were up this year over 16% from 2009.