Small Business Saturday is a hit for many shoppers

For Book Revue co-owner Robert Klein, Small Business Saturday was a chance to show what his independent store can offer that an online retailer can't: hands-on service, an unusual selection of books culled from private libraries -- even a shot at love.

"There has to be at least a dozen marriages that have formed, just from staff," said Klein, who opened the Huntington bookstore with his brother Richard 38 years ago. "People in this town, in the Village of Huntington and the surrounding area, love this place. I don't go a day without getting acknowledged for the fact that the store is here, which makes up for a great deal of aggravation."

Across Long Island, independent stores basked in extra attention and goodwill on the sixth annual Small Business Saturday, a national post-Thanksgiving tradition meant to boost independent businesses squeezed more each year by big-box stores and online retailers.

Shoppers who braved the drizzle said they were drawn to Long Island's downtowns by quaint atmospheres and a sense they were helping their communities.

Cynthia Bletter, 56, said she was shopping at Studio 12 in downtown Glen Cove because, as the former owner of an antique jewelry store, she wanted to support shops in her hometown.

"I actually woke up this morning and said, 'I'm coming to this store,' " Bletter said as she clutched a plastic bag containing a white shirt she had just bought. "I pass by it all the time but I've never been in. It's a wonderful store."

Mattie Albin, 64, of Glen Cove, said independent businesses often have more unique products than chain stores.

"You don't have the nice selection you have here," Albin said after buying potpourri at Accent on the Home in Glen Cove. "There you have more mediocre, run-of-the-mill things."

Awareness of Small Business Saturday has grown since American Express launched the tradition in 2010. This year, 55 percent of customers said they knew of it, the highest percentage so far, according to a survey by the National Federation of Independent Businesses and American Express.

On Saturday, some Long Island customers said brick-and-mortar stores can offer a bit of adventure and a chance for surprise -- and a reprieve from online and mall shopping.

Jane Brettschneider said that's partly why she and her husband, Jeff Alphin, have made an annual tradition of visiting Book Revue when they travel up from Baltimore to visit relatives in Huntington for Thanksgiving.

"You end up getting things you usually wouldn't get," she said, carrying an armful of hardcovers. "It's nice to feel the heft of a book."

Alphin said he trusts the judgment of the bookstore's staff. "Whatever they put on the table I feel has passed the cut," he said.

In Long Beach, Rachel Brenner said she had gone to clothing and accessories store Ooh La La intending to buy one item but left with six.

"It's local, and I want to support the Long Beach community," she said as she tried on a tangerine-color cotton beanie.

Brenner, 35, of Long Beach, said she appreciated the personalized service.

"As soon as you walk in, they say, 'Oh my God, Rachel, this is great for you,' " she said. "You're not going to get that at a department store."

Joel Dennett, the owner of Cow Over the Moon Toys & Sports Memorabilia in Huntington, said that kind of thoughtful service can give small businesses a foothold in a changing world.

"I understand the convenience of the Internet," said Dennett, who opened the shop five years ago after combining two existing businesses. "However, when you buy something, there's more than just purchasing a box. It's understanding what's inside the box and what it does."