The folks at American Express are predicting their “Small Business Saturday” is not going to hit a sophomore slump in this its second year. But they’re just not sure how successful it could be the second time around.
Small Business Saturday is a program driven by AmEx that offers pre-registered cardholders a $25 statement credit if they spend at least that amount with their AmEx card at a small business on the Saturday after Thanksgiving.
Mary Ann Fitzmaurice Reilly, senior vice president at American Express OPEN, said 200,000 cardholders took advantage of the credit last year. She said growth is expected from that level but consumers need to register in advance because registration will be cut off. “I don’t have an unlimited budget,” she said during a phone interview.
American Express says retailers who took part in 2010 saw a 20 percent lift in their business for Small Business Saturday, which falls the day after Black Friday (Nov. 25 this year) the mega-shopping day associated with Big Box retailers. Overall, retailers saw 9 percent growth in sales that Saturday, Reilly said.
American Express provided some other statistics about the inaugural year. A total of 1.5 million Facebook users, 130 public and private organizations, and 41 elected officials declared their support for Small Business Saturday last year. More than 100,000 small businesses downloaded SBS marketing materials, 10,000 businesses signed up for free Facebook advertising that ran on Small Business Saturday, and around 200,000 consumers registered their American Express cards to receive $25 statement credits when they shopped at a small business on SBS.
“It was like lightening in a bottle,” Reilly added.
Robert LaPerla, owner of LaPerla Jewelers at BlueBack Square in West Hartford, took part in Small Business Saturday last year and had three customers take advantage of the program. “The reason I remember is they specifically came in and said they were taking part,” he said, explaining how he tracked participation. Last year, people who said they were taking part received a free jewelry cleaning.
LaPerla has made this year’s Small Business Saturday a part of his social media marketing. His Facebook page, he said, encourages customers to register so they can receive the credit, which he praises AmEx for offering. “The independent, small retailer needs every little bit of help he can get and hats off to them for doing it,” LaPerla said, adding that the promotion will be incorporated into his store’s 20th anniversary celebration that commences Nov. 19.
New this year, the Small Business Saturday Facebook page (www.facebook.com/smallbusinesssaturday) features an interactive map of small businesses where the statement credit is available and where consumers can quickly find independent businesses to patronize. In addition to the map, consumers are encouraged to “like” their favorite local businesses directly through the “Get Involved” tab.
American Express defines a business as small if it has less than $25 million in revenue. There is also an employee cutoff, but Reilly didn’t have that information handy.
Reilly said not just retailers are eligible for participation. Restaurants and coffee shops, for example, can also take part. Basically, any business that has consumer interaction that day could be considered eligible.
Reilly is recommending that businesses interested in tying into the Small Business Saturday campaign go to the program’s Facebook page. There are tools there for companies to promote their participation, including advice on posting videos on YouTube and help for launching Facebook business pages and an e-marketing campaign.
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Kors arrives at Westfarms
The first Michael Kors store in the Greater Hartford area has opened at Westfarms Mall in Farmington. The 2,100 square foot store is located on the upper level, near Macy’s Men’s Store & Furniture Gallery.
The Westfarms store will carry women’s ready-to-wear apparel as well as shoes and accessories, eyewear, watches, jewelry and a full range of fragrance and beauty products for both women and men.
This store marks its fourth location in the state and is the latest in the expanding retail lineup at Westfarms. The mall recently welcomed Free People, True Religion Brand Jeans and Anthropologie; Urban Outfitters is set to open in November.
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Dick’s opens 10th CT store
Just in time for the holiday shopping season, Dick’s Sporting Goods, the largest U.S. based full-line sporting goods retailer, has opened a new store at Lisbon Landing, 170 River Road, Lisbon.
Its grand opening was celebrated with an autograph signing by former Connecticut Huskies and current Charlotte Bobcats player Kemba Walker (after all NBA players do have a lot of free time on their hands). The Lisbon location will be the retailer’s 10th store in the state of Connecticut and their 471st nationwide.
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