Not Big on The Mall? This is the Day to Shop Small

As you may have seen on the banners and on the sides of the site, Small Business Saturday has arrived. The day was created last year by American Express to promote local businesses, which are often swallowed whole by the marketing and media hype that surrounds Black Friday.  But just like the big box stores and malls that count on this season to turn their bottom line from red to black, many small businesses in Tredyffrin and Easttown count on the season to keep them profitable and in business.

What's in it for you, the shopper?

•Money If you use an Amex Card to purchase at least $25 at a local business, American Express will give you a $25 credit on your account. in Berwyn says at his restaurant it's like getting a free lunch. "If customers come in and buy a $25 gift certificate for example they'll get $25 dollars right back on their card," Smith said. "It's like getting it for free!"  Smith said he plans to spend $25 at a locally owned print shop where he's getting materials printed for his cafe. Amex, which charges shop owners fees to accept their cards, is putting the kind of promotional push and money behind the national "shop small" campaign that most small businesses could not afford on their own.

•Discounts Some stores are offering discounts for customers who shop with them on Small Business Saturday. Mitzi Allred owns Dance Line in the on Lancaster Ave (next to and across Lancaster Ave. from ). She told Patch that customers who make a purchase with their Amex card will be able to reach into a grab bag and pull out a number to get a purchase discount of 10 to 50 percent. If you buy $25 worth of merchandise at the dance clothing and supple store, you'll also get a credit for $25 so for some customers, shopping at Dance Line on Small Business Saturday could actually put money in their pockets as well as getting merchandise.

•Personal Attention Two doors down from Dance Line, is celebrating its first Christmas in business. You may remember the store because four days after opening earlier this year a man drove his car through the front windows and door. that's not the kind of "doorbuster" owners had in mind when they opened. The store is decked out for the season and stocked with unique holiday items that you can't get at the big malls. Just like other small businesses in the area, Shoppe Flare also offers the kind of service you won't find when you're 25th in line for a doorbuster bargain at the big box stores.  Shoppe Flare offers monogramming and all kinds of gift personalization on everything from holiday party invitations to picture frames and linens. And unlike the big mall stores, when you shop small at shops like Shoppe Flare you're not just talking to a sales person, chances are pretty good that you'll be talk to a shop's owner or someone with a vested interest in making their small business a big success.

•It's nice to shop where everybody knows your name. in the Paoli Shopping Center on Lancaster Ave, the Small Business Saturday sign is front and center on the front door. Brian Parker of Malvern works at Kitchen Kapers. He echoed what other people working there on Wednesday said about shopping with local small businesses. "We know many of our customers on a first names basis, they like shopping in a store where they get that kind of personal attention."

•What's good for small business is good for the community. While that sounds like a marketing cliche it's true. Dance Line's Mitzi Allred said "68 cents of every dollar (spent at local small businesses) goes back into the local economy. She's been in business in Paoli for 16 years. Small business people pay property taxes either directly or through rent on their storefronts. Small business people buy lunch at local businesses, buy supplies locally when they're available, and hire local service people. In an era where both Tredyffrin and Easttown townships are searching for ways to raise every penny possible without. Buying local is a simple way to help locals in business and taxes from going through the roof.

•You don't have to shop at 3 a.m. to get the benefits. One of the things Patch heard in store after store is that local merchants aren't opening at midnight to force customers to get the benefits or the bargains they offer. Many local small and mid-sized business owners are the ones manning their stores. Customers never see all the behind-the-scenes work (and hours) involved. Opening at midnight would be madness for them. For customers the benefits of Small Business Saturday are available all day. Shoppe Flare co-owner Kelly Prevost said "after you've shopped at midnight, go home and take a nap. We'll be here at 10 a.m. Saturday." 

At Shoppe Flare customers are always very welcome, but they have had all the "doorbusting" they can handle.