DANVILLE, Calif. — Sandwiched between Black Friday and Cyber Monday lies Small Business Saturday, a day that heralds the onset of the holiday shopping season. The streets of Danville were imbued with a festive ambience as residents emerged to embrace the occasion.
Melinda Shaw and Art Cano epitomise the dedication to local commerce.
“This marks our third city today. We began in Livermore, transitioned to Dublin, and finally arrived here in Danville,” remarked Shaw.
While acknowledging the convenience of online shopping, Shaw articulated the distinct experience of venturing into local shops during the holiday season.
“I adore the boutiques and the individuals striving to succeed. It’s paramount that we extend our support, as they provide an exceptional service,” noted Shaw, a resident of Tracy.
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Hartz Avenue in Danville showcases an array of boutiques and speciality shops, including Whim House, which curates unique items from across the globe. However, this year has posed challenges in the form of tariffs.
“It’s been a disheartening year, to say the least. We’ve had to navigate tariffs throughout, stocking up proactively before they take effect. Unfortunately, there are certain products we couldn’t import due to these tariffs,” lamented Keva Dodd, owner of Whim House.
Dodd emphasised the significance of Small Business Saturday, especially amid a fluctuating economy. The store enticed shoppers with complimentary gifts accompanying each purchase on this day.
A steady stream of customers, including Lorrie and Alisson Arvin, underscored their intention to bolster local enterprises while seeking distinctive gifts.
“There’s something truly gratifying about patronising a local establishment with an owner present, as opposed to opting for online purchases. That’s why we chose to buy a gift here — it’s unique, different, and meaningful,” articulated Lorrie Arvin, from Walnut Creek.
Established in 2010, Small Business Saturday has gained momentum, with the U.S. Small Business Administration reporting over 36 million independent retailers nationwide.
Data from the Town of Danville reveals that nearly 90% of local businesses employ fewer than 20 individuals, with 70% comprising fewer than five employees. For these small enterprises, the impact of Small Business Saturday is profound.
Catering to shoppers throughout December, Cashmere Sale, a pop-up store, also participated in the event, providing discounts to attract customers.
“Given the overwhelming competition from online platforms and large shopping malls, we urge our community to shop small and support local,” stated Jacquie Kunsman, co-manager at Cashmere Sale.
Many shops extended their discounts through Sunday, further incentivising local patronage.
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