The holiday season is fast approaching, and Downtown Milford Inc. is ready to bring as many shoppers as possible into town this year. The official holiday season kicks off on Black Friday, the day after Thanksgiving, but a growing shopping day over the past few years has been Small Business Saturday. Held the Saturday after Thanksgiving, it encourages shoppers to visit small businesses for their gift needs.
“We are so excited for Small Business Saturday this year,” Sade Truiett, Downtown Milford Coordinator, said. “That morning, Santa will arrive at his house on South Walnut Street, riding on a Carlisle Fire Company truck. He expected to be at his house to get all those gift requests at 11 AM.”
While waiting for Santa to arrive, visitors are encouraged to shop in the many stores in Milford. Retail stores like The Collective, June Bugs, Irish Rose, Not Too Shabby, Glasshowes, Red Bandana and Stewart’s Gourmet Candies will offer specials throughout the day. Dolce, Riverlights Café, My Sister’s Fault, Fortunata’s Bakery and Ezra’s Bakery, just to name a few, will offer delicious baked goods and hot drinks to hold off the chill.
Small Business Saturday is a national movement in the United States dedicated to supporting local, independently owned businesses during the busy holiday shopping season. The day was created to encourage shoppers to “shop small” and support local economies at a time when big-box retailers and online giants dominate holiday sales.
The campaign was launched in 2009 by American Express in collaboration with the National Main Street Center and other local business advocacy organizations. The initiative was born in response to the economic challenges faced by small businesses during the late-2000s recession. Large retailers often overshadowed smaller shops during the holiday season, so the goal was to shine a spotlight on the vital role small businesses play in communities across the country.
Small Business Saturday was designed not to compete with but to complement Black Friday as well as Cyber Monday, which is the Monday after Thanksgiving when many shoppers go online to find what they could not find over the weekend. Instead, Small Business Saturday celebrates the personal experience shoppers get when they visit local stores, boutiques, cafes and service providers.
Since its inception, Small Business Saturday has grown rapidly. In its first year, it was mostly promoted through American Express marketing campaigns, social media, and partnerships with local chambers of commerce. Today, millions of consumers participate each year, and the day has become a staple in the holiday shopping calendar. Many small businesses use the day to offer special promotions, host events, or showcase unique products, often encouraging shoppers to return throughout the holiday season.
Beyond driving sales, Small Business Saturday helps raise awareness about the economic impact of local businesses. According to studies, small businesses create jobs, support local suppliers, and keep money circulating within communities. By encouraging consumers to “shop small,” the movement strengthens neighborhood economies and fosters a sense of community connection.
Over the years, the day has also inspired related initiatives, such as “Small Business Saturday® Shop Small” campaigns, local business directories, and events promoting entrepreneurship. Communities, municipalities, and business organizations across the United States now actively promote the day with festive activities, contests, and educational workshops.
Ultimately, Small Business Saturday is more than a shopping event — it is a celebration of local enterprise, entrepreneurship, and the unique character that small businesses bring to neighborhoods. Each year, the movement reminds Americans that supporting local shops not only provides unique products and personalized service but also sustains the heart of their communities.
