Plaid Friday & Small Business Saturday

By Peter Rose

American Express had a flash of genius a few years ago with their Small Business Saturday promotion. In the first two years of the campaign, they gave $25 credits on purchases of $25 with an American Express card.

Who would just ignore a free $25?

Merchants that did not accept American Express suddenly found themselves on the outside of this deal, and they signed up to be one of the places where people could spend $25 (or more!).

Everyone won. Especially the Small Business community, because the moniker stuck, and the event is now firmly established.

The Friday after Thanksgiving was dubbed Black Friday when the media seized on the idea that this day of the year was when many retailers climbed out of the loss (red) column and into the profit (black) column. That name stuck as well, sadly.

But, very much the opposite of Small Business Saturday, this day was seized by national chains and now, online sellers. This day is totally antithetical to the ideas of shopping locally, and indeed, was the source of inspiration for American Express to bolster the fortunes of a huge portion of their revenue stream because when small businesses fail, American Express suffers.

There are organizations that exist to support local and independent businesses. Shift Your Shopping is one such company, and they dubbed the Friday before Small Business Saturday “Plaid Friday” to try to encourage the inclusion of small in a day’s regimen of big. Vera Bradley calls this day “Bright Friday” - you get the idea.

For those that find shopping small far more rewarding and satisfying, there is a real need to distance themselves from the mass lunacy, the absurd traffic, the unengaged or non-existent so-called help. They want and need their own “club.”

This weekend (this season!) is hugely important to retailers. I know it’s important to Big, though, I just can’t care.

When you realize how soulless national chains are, you simultaneously zero in on how much more small businesses feel your purchase. Every purchase matters so much. Every purchase is a statement of support and connectivity - a conscious decision made to go to a small store.

The gratitude that is experienced with each transaction is evident in the eyes, and it makes those of us that make those decisions so glad we were able to endorse them. A smile, a hand shake, a hug or a high-five - it’s all personal and real.

The benefit to the entire community is profound when you spend your dollars “where your house is”; the region in which you live, and play, and work, and eat and drink and shop. You are an integral cog in the wheel of your community. You’re part of the solution, and a part of what makes your community hum.

I’m a Woodhaven resident, and my businesses are in Wyandotte. We have customers from all of the Downriver communities. We visit other businesses in most of those communities. As do all of you. Our community is Downriver, and it is in our intensely best interests to do everything we can to ensure as much prosperity as we possibly can.

The idea is really beyond argument. Arguing against the idea is declaring indifference to your community. “Yeah, I live here, but I couldn’t care less about anything that goes on here…” I don’t know anyone that says or feels that.

I do know a lot of people that have never thought of this idea - at all. I do know a lot of people that brag that they do all their shopping online. They simply don’t care about “where the money goes.” how the dollar spent at my store, for instance, bounces all over the place in the area. You spend a dollar in your community, and your dollar is spent over and over again, at business after business, paying salary after salary. The ripple effect is amazing - or not - your call.

Consider the difference in prosperity at the extremes: 100 percent of the business is done at local and independent businesses vs. 100 percent of the business is done elsewhere.

One results in an incredible surge in capital circulating all around us, the other results in all of the local stores closing. Which sounds better?

While some don’t care, there actually is a strong surge that indicate that more and more people are identifying with the ideas and sentiments that I share. “Local is the New Black!” It feels better, it feels more authentic and real. Infinitely more satisfying experiences, and far more responsible as a civic minded part of the community. It is exciting to see and feel it developing. Make it your mantra. Enjoy yourself when you shop, be happy! Shop Local and Independent - all the time, not just the holidays.