Putting the focus on small business

the things you can get from small businesses are different and unique.”

Small Business Saturday — launched in 2010 by American Express — recognizes and encourages shoppers to patronize small, local business owners.

Awareness of the day has reached 61 percent — the highest ever, according to the Small Business Saturday Consumer Insights Survey, released last week by the National Federation of Independent Businesses and American Express.

It has grown to become a permanent fixture of the holiday shopping weekend. In 2016, 112 million people shopped small, up from 95 million in 2015, generating an estimated $15.4 billion according to the survey.

According to the data, 86 percent of shoppers said that Small Business Saturday inspired them to go to small retailers and restaurants that they haven’t been to before, or wouldn’t have otherwise tried.

“Many of our small businesses are just making it. That’s why it’s important for people to come out and support them,” said Sheila Dugan, Pottstown’s Main Street Manager said.

The Pottstown Downtown Improvement District Authority is a supporter of the initiative.

Dugan added that one of the things it’s important for people to know is that shopping local keeps more money in the community.

“One dollar can turn into many dollars when it stays in the community,” she said.

According to statistics, for every $100 spent, an esti-

PETE BANNAN — DIGITAL FIRST MEDIA West Chester businesses have expanded the American Express Small Business Saturday campaign into an entire shopping weekend. Signs throughout the borough are promoting the event. At Malena’s Boutique on Gay St. they’ve dressed up their storefront...