Volusia merchants gear up for 15th annual Small Business Saturday
Janet Bollum, owner of The Muse Book Shop in downtown DeLand, is one of hundreds of Volusia-Flagler area merchants planning to participate in this year’s 15th annual “Small Business Saturday” event on Nov. 30.Bollum doesn’t expect long lines of customers like some national retail chains get by offering “Black Friday” deals the day after Thanksgiving to kick off the holiday shopping season.Still she appreciates what American Express did in 2010 when it created an event the day after Black Friday to remind consumers that small businesses are also great places to buy holiday gifts.”It makes an incredible difference because it puts the spotlight on your local independent merchants,” said Bollum, a former teacher who has been selling new and antiquarian books at 112 S. Woodland Blvd. since 1980.Daytona merchant used to work for big-box chainDan Peterson, owner of Daytona Magic in downtown Daytona Beach, knows the importance of Black Friday and Small Business Saturday, having worked for both national “big box” chains as well as his current role as a small business owner.He and his wife Ana bought the independent magic shop at 136 S. Beach St. three years ago.”In 1995, I actually opened the Best Buy (consumer electronics store) over on International Speedway Boulevard (in Daytona Beach), which became the destination ‘Black Friday’ place,” he said. “People camped out. There was a line that went all the way around the building.”That’s not what Small Business Saturday is about, he said.”It’s about creating awareness,” Peterson said. By making people know your shop exists and what it offers, the hope is that when they need something you sell they will consider you as opposed to buying it from an e-commerce website or chain store.Peterson said even Black Friday is no longer what it used to be for the big box chains. That’s because retailers and e-commerce giants like Amazon in recent years have begun offering holiday sales several weeks before Thanksgiving. “The promotions start earlier, they run longer and it’s really designed to spread that one day of sales (Black Friday) out over the whole month of November,” he said.And while national retailers may generate huge sales numbers by offering deep discounts during the holidays, that doesn’t always translate into big profits, he said.”At Best Buy, you could do a million dollars in business on Black Friday, but only make a thousand dollars in profit, or sometimes not make a profit at all,” he recalled of his days working for the national chain.Most small businesses can’t afford to draw throngs of customers by offering huge discounts. But holding an annual event draws attention to the advantages of “shopping small” and can help keep local independent businesses on the top of people’s minds, said Peterson.”We get awareness out of American Express’ ‘Small Business Saturday,'” he said. “So from a big business perspective as well as a small business perspective, there’s room for everybody.”How many are forecast to ‘shop small’ this year?A recent national survey by QuickBooks found that 93% of American consumers intend to “shop small” to some degree this year. If that prediction comes true, it could add up to more than $76 billion in spending at small businesses nationally, according to American Express and the U.S. Small Business Administration.Will holiday spending be up or down this year?Holiday purchases at small businesses are expected to be just a drop in the bucket compared to the $979.5 billion to $989 billion that U.S. consumers are predicted to spend overall this November and December, according to a survey by the National Retail Federation.The spending forecast for this year’s holiday shopping season is expected to be a 2.5% to 3.5% increase over the $955.6 billion spent last year.How much will online spending add up to?Online and other non-store sales are expected to account for between $295.1 billion and $297.9 billion of this year’s holiday shopping purchases, up 10.7% over 2022, according to the NRF.Amazon is expected to account for more than half of those online purchases.On Oct. 31, the e-commerce giant stated in its latest quarterly earnings report that it anticipated its fourth-quarter revenues this year will grow to between $181.5 billion and $188.5 billion.That would be a year-over-year increase of 7% to 11% compared to its net sales the last three months of 2023.What others are sayingSheryl Cook and her sister and niece are the owners of Tom Cook Jeweler, a family-owned shop at 150 S. Beach St. in downtown Daytona Beach that’s been in business for more than 100 years.”We are optimistic about the holiday season,” said Cook, whose store has taken part in Small Business Saturday for several years even though it’s “not a huge day” in terms of sales. “Some of our regulars come on (Black) Friday because we are local and they have family in town for the holidays.”Becky Parker is the executive director of Ormond Beach MainStreet, an organization that represents businesses in the city’s downtown area, mostly along Granada Boulevard.”It’s an important day for a lot of our small business owners,” she said of Small Business Saturday. “For many of them, (it) has become one of their most profitable of the year.”Ormond Beach MainStreet is encouraging area residents to both “Shop Small” and “Eat Local,” according to a news release. The nonprofit organization is planning an “all-day showcase” on Nov. 30 “of over 40 unique and locally owned businesses as part of Small Business Saturday.” Many will offer special sales, “tasty treats, joyful surprises, pop-up shops, kids’ activities and more.””By shopping local, you’re helping to strengthen the unique character of Ormond Beach,” said Parker.