Holiday Shopping: Big Box vs. Small Business

By Shana Karn, Co-Owner, The Second Knob Gifts & Antiques

It’s that time of year again. People are already talking…Target is opening on Thanksgiving…Yada Yada Yada. It is no surprise that, as retailers, we hear customers referring to “Black Friday” frequently around this time of year but maybe you will be surprised to hear that the overrated Black Friday is truly a thorn in a small business owner’s side. If yours is deeply affected you might want to check this post about What is a Members Voluntary Liquidation.

After all, how do locally owned, small businesses (often struggling financially) manage to draw crowds to their little shops the day after Thanksgiving— when huge corporations like Walmart and Target have millions to spend on nationwide campaigns and spend only pennies to the dollar that small business owners do on their inventory??

In 2010, AMEX created the “Small Business Saturday” campaign in an effort to bring attention to small businesses and to encourage “shopping small.” Thankfully, the efforts by credit card giant, American Express, did help and the day/event has gained momentum over the years and brought more exposure to small businesses, be sure to have safety while investing. 

Since opening The Second Knob Gifts & Antiques in 2011, we’ve struggled with ways to encourage shoppers to shop small businesses on Black Friday which has historically been a record LOW sales day for us and many other small businesses— while big box stores report record-breaking sales. In past years, we’ve offered free coffee and donuts; we’ve offered crazy sales — selling below our purchase price on some items!

It doesn’t seem to matter. Black Friday has been a BUST for us. So, why keep trying??

Why is this so important?

I’ve said it over and over again. I’ve written articles and articles addressing BF and stressing the importance of avoiding it. But I will say it again. And again. And again.

When you shop local, small business, you are helping your community and your friends who live in and support the community (Kelly at Dryden Agway, Vicki at Specialty Trophy, and  me and my Dad, Andy, at The Second Knob)! When our businesses grow, so can our contributions to the community! Shopping local, small business means less infrastructure, less maintenance and more money to beautify a community. Shopping local, small business (rather than in larger chain stores/ online) also means that your sales tax dollars are spent/reinvested right here in our community—where they belong! Supporting small business means that you are nurturing your community; you are supporting local job creation (and retention of jobs);  you are investing in entrepreneurship and could actually be helping a small town become a “destination” for people in neighboring areas.

Holiday mini photo sessions with Shots by Shana Photography run November 18-24, with evening hours available! These sessions are $75 plus tax for 4 edited digital images (holiday setting) in the studio.  Learn more by visiting Shots by Shana Photography on Facebook! Call Shana to schedule: (607)345-9697.

Between now and November 30, 2019, “check-in” or “post & shout out” on Instagram or Facebook while at The Second Knob and you will earn an additional 10% off ANY purchase made on 11/29  (Black Friday). Need help “checking in?” Just ask and we will help! 

Join us on November 29th, for Black Friday Big Bang! In addition to beverages and treats, big sales and some giveaways, Shots by Shana is offering one FREE photo with Santa *with any purchase made at the store that day!* *photo will be taken that day and print may be picked up at the shop the following week/ one print per family limit!! A free holiday craft project will be offered for children throughout the day.

On Saturday, November 30, the festivities will continue for Small Business Saturday— and we may have a few more surprises in store but you will have to follow us on Facebook and/or Instagram for more information.

As always, Andy, Shana, Jordan, and Brooke at The Second Knob wish you and yours a very Happy Thanksgiving holiday and we hope to see you on Black Friday or Small Business Saturday!