Why Are Shoppers Opting For Small Business Saturday Over Black Friday?

“Black Friday” are two words that can excite some consumers looking for great bargains to kick off their holiday shopping. For others, those words might strike fear in their hearts. The thought of boisterous crowds trampling over them in a rush to grab discounted merchandise is terrifying.

This uniquely American event is one way to work off that Thanksgiving dinner. But more people are opting to enjoy the tryptophan coma and leftovers until the weekend begins. They’re choosing to shop at a more congenial pace by participating in Small Business Saturday.

The demise of shopping malls isn’t the only reason why consumers are opting to support small businesses over chain and big-box stores. Here are some other reasons why they are.

They’re Choosing Quality Over Quantity

Small businesses tend to curate inventory for their unique customers rather than for the masses. They know their customers more intimately and therefore understand their wants, needs and the problems they’re looking to solve.

It makes sense that behemoths are simply trying to lure as many people as possible. So, they fill warehouses with huge amounts of the same items that have narrow price points and broad appeal. It’s all about volume, which typically means lower quality to accompany those steep discounts.

Of course, offering fewer but higher quality products means small businesses have to charge more for them. But if shoppers feel like they’re getting greater value by purchasing a product that lasts, they’re willing to buck up.

Consumers Choose Sustainability

The planet is in trouble and as more consumers worry about their carbon footprint, they’re walking into small businesses. That’s because those companies are often embracing sustainable practices and using their commitment as a marketing strategy.

It’s working. And it’s easy to see why small businesses, not the less agile big guys, are leading the charge to net-zero. Small companies are keeping supply chains parochial, filling shelves and racks with eco-friendly products, and creating energy efficient retail spaces. These businesses don’t just say they’re committed to building a greener future. They’re demonstrating it in everything they do.

Small Business Saturday attracts customers thirsty for environmental action rather than merely consumerism. If shoppers can buy things they want or need without the guilt of where those items came from or how they were produced, they feel better about spending money. It’s that “we’re all in this together” approach that keeps them coming back.

Customers Crave Service After The Sale

Getting a great price on a 98-inch television at a Black Friday big-box store sale might be wonderful. But reaching a customer service rep to help you with setup or returns? Good luck. Small Business Saturday shoppers think getting responsive customer service after the sale is worth the extra cost.

Small businesses can’t hide behind a complex operational structure to avoid customer concerns and complaints. And good small companies don’t want to. They pride themselves on getting to know their customers on a personal level, engaging with them openly to make sure they’re happy with their experience.

If you think Black Friday lines are long, imagine the return lines at large stores after the holidays. Customers demand unforgettable personalized service and empathy, and small retailers are poised to provide. After all, that’s what will keep them loyal for holiday shopping years to come.

Shoppers Want To Enjoy The Experience

Like it or not, consumerism is part and parcel of the holidays. Sales on popular or trending items abound. And people aren’t just taking advantage of them to buy gifts for others but rather, for themselves as well. Either way, shopping is an inexorable element of the holiday experience.

Some people like shopping while others find it a source of intense anxiety. I think it’s safe to say that given a choice, everyone would prefer the exercise to be pleasant, even joyful. That’s what the Small Business Saturday experience delivers, with no crowds, patient employees, personal interaction and a sense of calmness.

One vital component of holiday shopping is the thrill of the hunt. Small businesses offer more of an individual guided tour rather than the pandemonium of an annual fox hunt. It’s easy to see why more consumers are opting for the former.

Shopping Small

Shopping small doesn’t mean forgoing great deals on gifts and other items. What it mean is starting off the holiday season at a pleasant pace rather than running a rat race. It’s finding unique and sustainable products and having confidence in a personal and pleasurable customer experience. That makes Small Business Saturday a far better deal than just a Black Friday rock-bottom price.