Altruism, deals drive sales on Small Business Saturday.
Local store owners offer discounts, swag to draw shoppers
Business
Owner Steph Davies greeted customers who lined up early Saturday outside The Waxwing, a small art and gift shop on Milwaukee’s east side.
“Thank you . ... Thank you for coming,” she told each one as she handed out swag bags holding gift certificates valued at $5 to $100, handmade leather koozies and other goodies.
Nearby, one of her employees, Geoff Hoen poured mimosas for the crowd that stretched around the corner at E. North and W. Oakland avenues.
Davies has taken part in Small Business Saturday since she opened her shop in 2012. But this, she said, “is our biggest year yet.”
“Everyone is so excited,” said Davies, a local artist. “This is what keeps us alive.”
The Waxwing was one of a number of small local businesses expecting to boost sales over the weekend as part of the Small Business Saturday promotion.
Launched in 2010 by the National Federation of Independent Businesses to help small firms struggling during the Great Recession, it helped generate more than $15 billion in sales in 2016, according to the federation.
While many shoppers turn out for altruistic reasons, more retailers are taking a cue from the Black Friday big dogs, offering special sales and incentives to get them in the door.
“We absolutely would have visited Waxwing today . ... But we also appreciate the giveaways, so that’s why we went early,” said Jen Kahn-Pettigrew of Milwaukee, who arrived around 7:30 a.m. with her 13-year-old daughter, Cassidy, for the 9 a.m. opening.
It paid off. Cassidy snagged a $15 gift certificate and Mom got a fiver.
“I bought some earrings and a candle for a gift,” Kahn-Pettigrew said. “And Cassidy bought a necklace.”
At the Brass Rooster in Bay View, customers were greeted by Betty, a dog wearing a “Shop Small” bandana while customers were given “Shop Small” stickers — a knockoff of the “I Voted” stickers.
Outside the shop, which sells hats and other merchandise at 2252 S. Kinnickinnic Ave., were “Shop Small” balloons and a banner.
There also were refrigerator magnets, tote bags and buttons, all courtesy of American Express, a supporter of Small Business Saturday.
It suggests how the event has taken hold.
Jessica Franzen, owner of Sparrow Collective in Bay View, said she’s seen a significant increase in sales on Small Business Saturday in the past three years.
The shop, 2224 S. Kinnickinnic Ave., promoted the event with several promotions, such as a free swag bag for the first 50 customers.
On Saturday afternoon, the shop, which opened nine years ago to sell the work of local artists, was packed, with a long line at the checkout counter.
“We just wanted to open an artist shop and it’s grown into this big, packed shop,” said Franzen, who is an artist.
In Milwaukee’s Historic Third Ward, more than 30 retailers offered incentives as part of a special promotion organized by the business improvement district there.
“It’s everything from a free gift with a purchase to 10 to 15% off,” said Ruth Lawson, marketing director for the BID.
One shop, Lela Boutique, is taking part in the national “Good Karma” sales events, donating a portion of their proceeds to a local nonprofit. Their choice this year: 10% of sales will go to Sojourner Family Peace Center.
Shoppers love the deals. But Lawson thinks altruism remains the real driver for sales on Small Business Saturday.
“It’s a little bit of both. But, really, it’s about supporting your local businesses that give so much back to the community,” she said.
“Really, it’s about supporting your local businesses that give so much back to the community.” Ruth Lawson Marketing director Historic Third Ward