We are nearing the long-awaited event where people all over the country will line up in the predawn hours to get the best deal of the year on socks…well at least they used to. Black Friday now starts on Thanksgiving and overflows into Cyber Monday. Businesses nationwide are gearing up for the peak sales of the year, offering “unheard of” deals as well as other ploys to get people in the doors or to their websites.
Often seen as the kick-off to holiday shopping, Black Friday is an important day for many businesses across America, including local and small businesses. Like the big-box counterpart, small businesses see a surge in sales as consumers shop for unique gifts for the holidays. This high-profile weekend can bring in new shoppers, providing expanded visibility and attracting new customers. However, on a small business level, Black Friday is not always all it’s cracked up to be. In some ways, it can have a negative impact.
While Black Friday definitely gets more people in the door and perusing websites, small businesses may struggle to compete with the massive discounts larger retailers can afford to offer. By discounting their products, small businesses cut into their profits, shrinking their profit margins which may even end in a loss, this greatly affects their financial health. Many people approach their holiday shopping expecting to find the best deals. Unfortunately, small businesses typically can’t keep pace with the heavy discounts offered by larger retailers.
What small businesses may lack in “killer deals” they make up for in their ability to offer unique items and often superior customer service. Many small businesses focus on creating a specific “shopper experience” that is more desirable than shopping Big Box stores.
Consider shopping on Small Business Saturday. This day was initiated by American Express in 2010 as a way to help promote small businesses and boost their sales going into the holiday shopping season. This day emphasizes the importance of small businesses and the role they play in our economy. By choosing small and local over the larger retailers you have the opportunity to discover unique products as well as support your local economy.
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