The Cape has twice the national average of sole proprietors. Small businesses on the Cape number about 8,300 according to the Cape Cod Commission. If sales are good, the region will benefit, business owners say.
A pop-up shop featuring local artists will greet customers at the Brewster Book Store on Small Business Saturday. Q-codes on the Sandwich Chamber of Commerce website identify specific deals at town businesses. ARTichoke in Eastham will have music and refreshments for customers. Titcomb's Bookshop in Sandwich will even feature “Date with a Book,” where shoppers can donate to the food pantry and be rewarded with a wrapped book ― with only a vague description about what readers will find inside.
Christmas ornaments, cards, prints in a pop-up shop at the Brewster Book Store wait for holiday shoppers
Eastham Chamber of Commerce Executive Director Jim Russo recently hung a banner at Windmill Green reminding passersby of the shop small day.
“Local businesses can only be sustainable if people shop locally,” he said. “It’s time to give back to businesses. They are owned by taxpayer residents who pay taxes. They are vital.”
Origins of Small Business Saturday
Launched in 2010 by American Express, Small Business Saturday is a boon to many small business owners. The U.S. Chamber of Commerce cites estimates from American Express that for every dollar spent at a local business, 68 cents stays in the local community.
And while summer is the busiest season for most businesses on the Cape, the holiday shopping season comes in second. Kate Escher, co-owner with her sister Lizzy of ARTichoke, said December was right behind July and August for sales. She hopes 15% off, refreshments, a pop-up sale with Wellfleet Wild Wreath Company, and musical performances of holiday tunes will bring more customers in on Saturday.
“It’s nice to have an extra month before winter and spring,” Escher said.
Brewster Bookstore owner Jessica Devin said holiday sales were an important part of the store's total revenue. This year a 20-foot-by-20-foot room has been set up with cards, artwork and ornaments created by local craftspeople. Devin is planning an expansion and the pop-up is a way to ‘thread the needle,” she said, retaining the warm, intimate feel of the store with what some might consider a scary expansion.
At an 11 a.m. children's story hour Saturday, Brewster Book Store will host a reading of “The Christmas Book Flood,” a children’s story about an Icelandic tradition of giving books for presents on Christmas eve.
In Sandwich, Titcomb's Bookshop Manager Rae Titcomb said of Small Business Saturday, “It’s a huge day."
Besides five products listed as Small Business Saturday specials, the store contributes to the Sandwich Food Pantry with “Blind Date with a Book.” Books are wrapped, a vague description is given of the plot, and people can contribute any amount for each book they pick out.
Financial benefits buying local brings to communities
Love Live Local Executive Director and co-founder Amanda Converse said a study the nonprofit commissioned years ago showed that local restaurants and retailers give two to four times more to the local community than their corporate competitors.
“That helps local nonprofits and municipalities collecting tax money,” Converse said. “If you shift 10% of spending to local retailers, it would put $112 million into the local Cape economy.”
American Express, and other credit card companies, make out in the deal, too. According to the personal finance company Nerd Wallet, credit card processing fees can cost a business 1.5% to 3.5% per transaction total.
Transaction for American Express credit and charge cards are 3.03% and .10 per transaction according to Merchant Cost Consulting, a consulting firm that renegotiates and monitors credit card fees. Those fees are less for prepaid cards.
“No one can live without credit cards,” Russo said. “These folks (American Express) stepped up and sponsored Small Business Saturday. They put lot of money into it.”
This year, American Express is doing more for Small Business Saturday. They have partnered with TikTok to launch a program to reach Gen Z shoppers and reach new audiences. They have engaged singer/songwriter Chloe Bailey to create a soundtrack that TikTok users can add to their posts. And they feature a map of small businesses participating in Small Business Saturday. Only businesses that accept American Express credit cards are featured.
The Brewster Book Store’s co-manager Inma Bazinet said the store has done well in the past on the Saturday after Thanksgiving. Shoppers mention Small Business Saturday when they come in, she said.
“People are very loyal,” Bazinet said. “We’re grateful for all our locals.”
