Small Business Saturday carries outsized consequences for LI's downtown stores

Extravagant holiday shop windows, the almond aroma of freshly baked biscotti, sales, and visits from Santa are some of the ways Long Island retailers are hoping to stand out from national chains as they gear up for Small Business Saturday.

Small-business owners and chambers of commerce are  making  every effort to entice shoppers as they compete for holiday spending against corporate giants amid rising costs and market fluctuations. American Express created the shop-small campaign in 2010 to drive local spending during the recession as a counterpoint to Black Friday, a shopping day that favors big-box stores.

Long Island business owners say their offerings — from personal recommendations, local flair and festive experiences — can’t be packed in a warehouse and shipped off in a cardboard box.

“As a small retailer, you really have to be on top of your game to compete,” said Barbara Ransome, director of operations at the Greater Port Jefferson Chamber of Commerce.

Ransome said the shopping event in that village Saturday coincides with the debut of Candy Cane Lane; lighting up Chandler Square with holiday magic; hot cocoa, crafts, merchant discounts and more.

“We have rallied together so that people can really enjoy a festive evening out,” Ransome said, adding that the village also suspends paid parking during the holiday season.

Giveaways, Santa and snacks

Similar scenes will play out across Long Island as businesses lean into the holiday spirit to draw shoppers.

In Patchogue, the chamber of commerce plans to hand out 200 tote bags filled with coupons and other giveaways on South Ocean Avenue, according to executive director Silvana Aloisio. Families can take photos with Santa, shop and stick around for the annual holiday parade later Saturday evening.

Northport’s chamber also plans tote bag giveaways, holiday photo ops and refreshments at Northport Village Park Saturday.

It’s a critical day for small-business owners: They expect 20% of their annual sales to be generated Saturday, according to an American Express survey that also found 86% of consumers plan to shop small this year.

Businesses with fewer than 100 employees make up 98% of the state’s economy, between mom-and-pop retail shops, restaurants and farms, according to Gov. Kathy Hochul’s office.

Creating an inviting atmosphere is part of the magic. Feeding hungry shoppers helps, too.

In Bellport, merchants enlisted eight local delis and restaurants for an annual soup contest, where shoppers can sample and vote on their favorites as they browse, according to chamber president LuAnn Thompson.

“We’re like a little Hallmark village,” Thompson said. “It’s nice to buy something from a small business because you’re going to get a product that has a face behind it, that has meaning behind it.” 

In Southold, Paula DiDonato plans to hand out samples of a peppermint smoothie at The Giving Room, her yoga studio and juice shop. Other merchants in town plan to offer 20% to 50% discounts.

DiDonato helped launch Small Business Saturday as a marketing executive at American Express in 2010 and said it’s “an absolute thrill” to see its impact since. The Small Business Administration estimates Small Business Saturday generated $22 billion in sales for local merchants in 2024.

'Some anxiety' among merchants

But DiDonato noted the challenges small merchants face.

“Increased costs are putting pressure on small businesses, and that makes it a little bit more difficult to have money to invest in marketing,” she said.

Though holiday retail sales are expected to top $1 trillion nationwide, Newsday previously reported that some Long Island shoppers plan to roll back holiday spending because of economic uncertainties.

“There’s definitely some anxiety amongst the small-business community,” Joseph Garcia, president of the Farmingdale Chamber of Commerce, said in an interview Friday.

Garcia said while Small Business Saturday can be a boon to small entrepreneurs, consumers should consider extending local spending into the entire holiday season.

“We all know the expenses certainly haven’t come down, but the spending has,” he said. “Is that going to continue, or will the holiday spirit catch on and people will loosen up a little bit more?”

Jeannine Palladino, owner and founder of Jeannine’s Gifts on North Park Avenue in Rockville Centre, said Small Business Saturday can be challenging to publicize amid a national blitz of sales.

“Everybody’s focused on Black Friday and Cyber Monday,” she said. “But it’s the small businesses that keep communities going. You don’t see Amazon stickers on the Little League uniforms or on the charity baskets. That sponsorship is from the local small businesses.”

To stay competitive, Palladino runs sales, personalizes gifts, offers free wrapping, local delivery and even puts out hot chocolate and homemade chocolate chip cookies and biscotti for customers.

“It's not as convenient as going online and shopping," she said. "But, you know what’s inconvenient? Having empty buildings in your community where businesses used to be."

With John Valenti