American Express – Lengthy Seashore retailers depend on huge gross sales for Small Enterprise Saturday – Press Telegram

Lengthy Seashore

Small Enterprise Saturday started a decade in the past as a little bit of a gimmick to steer buyers to make use of the American Express bank card in smaller retail retailers.

However this yr, Small Enterprise Saturday — held on the primary Saturday after Thanksgiving — may have a bigger that means, symbolizing small enterprise homeowners’ battle to remain open within the face of the coronavirus pandemic.

“It’s huge,” mentioned Jennifer Hill, proprietor of Songbird Boutique and present president of the Fourth Street Enterprise Affiliation. “We rely on Christmas to survive. It’s what keeps us going — we just have to have it.”

That sentiment was repeated throughout Lengthy Seashore this week. Blair Cohn, govt director on the Bixby Knolls Enterprise Enchancment Affiliation, mentioned Small Enterprise Saturday, Nov. 28, is a superb reminder of simply how vital assist is to retailers.

“We’re always trying to get support for businesses,” Cohn mentioned. “This Saturday is a, ‘get off the computer and go spend money locally’ day.

“We’re looking at a dark winter,” Cohn added. “But we can’t just give up.”

Due to the continued ban on gatherings, to stem the unfold of the coronavirus, particular actions that shops and enterprise associations have used to draw buyers prior to now have been canceled this yr — forcing them to adapt. Dede Rossi, govt director of the Belmont Shore Enterprise Affiliation, mentioned there received’t be a Santa on Second Street, however her group has created a digital Second Street on the affiliation’s web site.

“We’re just pushing for people to come out and visit our stores,” Rossi mentioned. “And if they don’t feel comfortable coming out, they can visit Virtual Second Street.”

Particular person retailer specials abound this yr, equivalent to reductions or reward playing cards for spending a certain quantity. Enterprise associations are doing what they’ll to advertise these specials.

“It’s very different this year,” mentioned Austin Metoyer, financial improvement and coverage supervisor on the Downtown Lengthy Seashore Alliance. “We received’t be doing an enormous occasion however we will likely be selling what our members are doing.

The East Village, for instance, has a joint advertising push, Metoyer mentioned.

“We’re partnering with LA Magazine to extend our audience,” he added. “We’ll focus our marketing on Saturday — it’s very important, the most important time of the year for many of our retailers.”