SATURDAY: Big Amex campaign invites people to shop small

Get $25 AMEX credit to shop local

In “Read more…” see a fun photomontage by Barbara Kornreich of merchants who invite you to shop small!
Wednesday, November 23, 2011
by Barbara Kornreich

There’s a new kid on the business calendar.  Between Black Friday, when the big-box retailers offer special promotions and expanded hours to draw in customers, and Cyber Monday’s myriad opportunities to find bargains online, American Express has positioned “Small Business Saturday,” on November 26.

This is the second year of the campaign by American Express to encourage people to do their holiday shopping at local, independently-owned businesses that create jobs, boost the economy and invigorate communities.  And, with bridge construction crews cleaning up and clearing out, it comes at a perfect time.

How it works

Register your American Express card with Amex on Facebook—https://www.facebook.com/SmallBusinessSaturday (registration is limited)—and get a one-time $25 credit to your statement when you use the card for a purchase of $25 or more at a small business listed on the site.  There are 113 businesses listed in zip code 10514 for Chappaqua; 25 in zip code 10546 for Millwood. 

More of what’s spent here stays here

According to the U.S. Small Business Administration, there are nearly 28 million small businesses in the U.S., which are responsible for creating 65% of the net new jobs.  And the importance of small businesses to local communities extends even further.  For every $100 spent in locally-owned, independent stores, $68 goes back into the community through taxes, payroll and other expenditures.  If you spend that at a national chain store, only $43 goes back.  Spend it online and nothing comes home.

“American Express has invested more time and money this year in getting the word out to customers and merchants,” explains Barry Mishkin, owner of Family Britches.  Mishkin took the initiative in appealing to AmEx to pay special attention to New Castle.  He succeeded in procuring fifteen large banners that the Town will install today on lamp posts on the new bridge, at the top of King Street, and in Millwood.  “New Castle is proud to be the only town in America to display ‘Shop Small’ banners throughout the community,” says Mishkin.

“I’m thrilled that AmEx is sponsoring Small Business Saturday,” says Tara Mikolay, who with her husband Scott opened Desires by Mikolay in 2004.  “We understand people have more options than ever for shopping in today’s world, but we small business owners know that we have to go the extra distance to have our customers choose us. Local small businesses are the backbone of America and your local community.  We pay taxes for the roads and schools, support local charities and employ people.”

Time to come home to small business

“I think there is a big-store fatigue permeating business districts,” says Michael Kushner, owner of Squires, which opened its doors in Chappaqua in 1949.  “Any person who grew up shopping in a store where they knew the owner’s name hopefully had great memories and lasting relationships that enriched their lives.  As a small business owner I can honestly say that it has been a special gift playing a significant role in so many people’s lives.  Hopefully, with the support of companies like American Express, the message will really start to resonate.”

That’s the idea.  “Last year, independent merchants who accept American Express saw an average boost in sales of 28% on Small Business Saturday,” says Mary Ann Fitzmaurice Reilly, senior vide president at American Express OPEN.  “Shoppers sent a clear message that shopping local is an important part of the holiday season.”

Barbara Kornreich is President of New Castle Media Center and a principal in Reel Matters, a production company that makes short films for non-profit organizations.

 

 

.