By AMANDA KORB
STAFF WRITER
For many, Black Friday carries either a negative or a positive connotation, but not both. Last year, about 141 million consumers took advantage of the day’s famous deals, with the average customer spending over $400. For those living in Canton, NY, Black Friday options are limited. Does Black Friday even exist in a town that is 38 minutes by car to the closest T.J. Maxx? Perhaps not. Rather, the effects of the infamous sale day are felt on Small Business Saturday.
No one has heard of a women getting trampled after waiting in line for hours at her local clothing boutique. Naturally, small businesses due to size and lack of popularity alone have a strenuous time competing with larger chains such as Forever 21 or Target. First observed in November 2010, Small Business Saturday was established as a counterpart to Black Friday and Cyber Monday because large retails were reaping the benefits of the sale day without much consideration for the businesses trying to make a profit. Many consumers are more apt to drive the extra 38 minutes to a location offering a variety of stores rather than the ones that can be visited daily.
In Canton, small businesses only see a small fluctuation in sales. Most likely this is a result of college students leaving for home prior to the biggest holiday shopping weekend of the year. Another factor is small businesses do not price-slash like large time retailers. Stores such as Walmart buy in bulk at a cheaper price; therefore, they can afford to drop prices for a day, or even the weekend. Local businesses can neither afford to purchase mass quantities nor offer the same luring deals that large chain retailers can. Furthermore, small businesses do not have the same publicity as their counterpart.
To shop locally for friends and family is key for not only the success of small businesses, but also for the strength of the regional economy. It is important to remember although the deals of small businesses may not offer the 70% off deal only available at 4 a.m., it is important when considering what gifts to buy for the holiday season. Next time this year, spread the wealth for the large and small retailers by shopping a little each day of the Black Friday weekend.