Retailers throughout Juniata Valley hoping folks shop ‘small’ today

Shop small on Small Business Saturday, that is.

“Small Business Saturday is a great reminder for our community to buy local,” said Johnston, who owns the Two Brothers Bicycle Co. in Burnham with his brother, Chris.

“Local businesses are what support community fundraisers, non-profits, sports teams, youth activities and many other initiatives that strengthen our community,” Johnston added.

Small Business Saturday is an annual event that takes place nationwide on the Saturday following Thanksgiving to encourage more holiday shopping at small businesses.

Photo courtesy of JUNIATA RIVER VALLEY CHAMBER OF COMMERCE
George Hazzard, owner of the Juniata
Valley Winery, hopes Small Business
Saturday means more business for his two locations.

Every year, the Shop Small campaign spreads wider than just Small Business Saturday because small businesses need support year-round.

“Shopping small and supporting locals is a great way to show your community some love since every dollar spent stays in the community creating jobs and opportunities,” explained Rhonda Kelley, executive director of the Juniata River Valley Chamber of Commerce.

One of those opportunities is the SteelWorx Pump Track in Burnham, which is a venture supported by the Two Brothers Bicycle Co.

“The SteelWorx Pump Track is a perfect example of how small businesses come together and give back,” Johnston said.

Small Business Saturday is a marketing initiative created and promoted by American Express in 2010 to encourage holiday shopping on the Saturday after Thanksgiving, during one of the busiest shopping times of the year.

Photo courtesy of JUNIATA RIVER VALLEY CHAMBER OF COMMERCE
Olivia Wyland, owner of the Logan House in Burnham, is ready for her first Small Business Saturday after recently buying the business.

In 2023, the reported projected spending in the U.S. from those who shopped at small businesses on Small Business Saturday was around $17 billion. Since 2010, the total reported U.S. spending at small businesses during the annual Small Business Saturday is an estimated $201 billion.

Obviously, the numbers in the Juniata Valley would be on a much-smaller scale; they would still be very impactful.

“Local businesses are owned by our neighbors and friends and the customer service is unrivaled,” Kelley added. “You are a name and a face not just an account number. So, get out there and shop small and local this weekend and always.”

The chamber handed out hearts as part of a promotional campaign for Small Business Saturday. “They send us the props and stickers and other things that we hand out to different small businesses,” Kelley explained.

Like the Juniata Valley chamber, the U.S. Chamber of Commerce is promoting shopping small, investing in local communities and celebrating the important role small businesses play in our economy throughout the holiday season.

Olivia and Nathan Wyland recently purchased the Logan House in Burnham. They spent Thanksgiving night making certain the shelves of their business were filled for prospective shoppers.

“The biggest shopping weekend is upon us,” Olivia said. “We’re hoping for a busier day than usual. We pushed out a lot of merchandise.” The Logan House offers boutique gifts, jewelry, women’s clothing and handbags.

She believes the new merchandise they received this week, along with discounts and sales, will entice shoppers through the door.

Across the country, small businesses are hosting events and offering up holiday savings to get community members to stay local compared to lining up outside big box stores, and the Juniata Valley is no exception.

Over the summer, Juniata Valley Winery owner George Hazard opened a café and eatery in Newport to go with his tasting room in Mifflin. Hazard will be anxious to see the impact of Small Business Saturday on the businesses.

“We are very happy that people pause and think about small businesses on Small Business Saturday,” Hazard explained. “As a business owner, I practice buying from small businesses every day of the year. I really think that’s what small businesses need nowadays more than ever.

“It’s important to remember that a lot of people have their livelihoods invested in their business and their services,” Hazard added. “And that it’s a very important part of our local community and our country as a whole. We always appreciate our local customers; they have been very important and very supportive of our business.”

Morgan Messerman, owner of the Paisley Bride in downtown Lewistown, also has a women’s clothing boutique, which offers women’s clothing and accessories as well as gifts and other items.

She offered promotions and other promotions on Black Friday, which will continue for Small Business Saturday. “Who’s ready for this weekend?” she quipped on social media.

“Social media and word of mouth gets me a lot of business,” Messerman said. “I hope Small Business Saturday is busier than today (Black Friday).”

Coming up with a strategy for what merchandise to discount can be tricky at times.

“I look at what I think is going to be best for that time of season,” Messerman said. “I like to run specials on certain items, like denim. Everybody always needs jeans.”

Seasonal items are also big sellers.

“We have Christmas pajamas, slippers, gift sets and wrapping paper,” she added. “Everybody’s starting to get in the Christmas spirit, so this stuff definitely needs to be on sale, so people can just come in and get it.”

Lewistown Liquidators also went the route of social media to promote its Black Friday blowout with raffles and other giveaways. The retailers also lowered prices on certain items, according to the video post.

“Get ready to score unbelievable deals at Lewistown Liquidators,” their post read. “Check out our latest video showcasing discounted deals, high-end sale items, and hourly giveaways happening at our Black Friday Weekend Holiday Blowout event.”

Small Business Saturday is a counterpart to Black Friday and Cyber Monday, which feature big box retail and e-commerce stores. By contrast, Small Business Saturday encourages holiday shoppers to patronize brick and mortar businesses that are small and local.

The two shopping days are equally as important to one another, according to Daniel Love, owner of LoveTwoEat Farm Store in East Waterford. Like Hazard, Love also opened a second location in Newport.

“Folks these days are looking for more and more ways to buy something unique and affordable,” Love said. “I think the fact that we have over 20 local farmers and artisans in our two stores allows people to hit both ideas of local and affordable.”