Since 2010, Small Business Saturday has offered a post-Black Friday option for shoppers looking to spend locally and conscientiously. Though the event was launched by American Express, its aim has always been prioritizing in-person, brick-and-mortar shopping in what is traditionally the busiest time of the year.
According to historyoftheholiday.com, the “initiative has grown over the years, encouraging communities to focus on local shopping and the importance of small enterprises.
“The holiday not only helps small businesses thrive but also strengthens community bonds,” the site continues. “As people become more aware of the impact of their shopping choices, many find joy in discovering unique shops and supporting their neighbors. Celebrating Small Business Saturday allows individuals to contribute to their local economy while enjoying a more personalized shopping experience.”
And, according to the U.S. Chamber of Commerce at uschamber.com, Small Business Saturday has taken hold, with shoppers annually embracing the initiative.
“Since American Express sponsored the first Small Business Saturday in 2010, the annual holiday event … has grown to the point where the day generates, on average, 20% of participating small businesses’ annual revenue,” the site states. “The 2025 American Express Shop Small Impact study reveals that support for small business continues to grow.
“This year, 95% of small business owners said community support is what makes them successful, up from 86% in 2024,” it continues. “A hefty 86% of consumers surveyed said they plan to shop small, either in person, or online, this holiday season. An even higher percentage of millennial and Gen Z consumers – 89% – plan to support small businesses during the holidays.”
Locally, storeowners said they’re ready for holiday shoppers.
Miles Bellamy, owner of Diamond Hollow Books in Andes, said he will have “an enhanced selection” for Small Business Saturday and the holiday season.
“Normally, I try to have really good books, but we gear more toward gift-ier books, or I have a lot more cookbooks than I would normally, and Christmas items and a lot of children’s books,” he said. “And, in December, normally I’m closed two days – Monday and Tuesday – but I’m going to have open hours and I’ll be open all Christmas week. It’ll be a festive atmosphere with Christmas cards and good books.”
Longtime Main Street, Oneonta storeowner Theresa Cyzeski, of Theresa’s Emporium, said that despite “leaving Main Street two years ago,” she will be hosting a pop-up market at 6187 state Route 23, Oneonta for the holidays.
“I am still liquidating my product, because I didn’t do anything except store it for a year,” she said. “I did vendor shows and such, but I had a friend that offered me a space and I have it set up inside like Theresa’s Emporium, and it’s coming along. I’ll be there Small Business Saturday and then, after that, I will be there Thursday, Friday and Saturday every week for the holiday season.”
Cyzeski said shoppers can expect steep discounts.
“I still have clothing and I’m selling fudge from a Pennsylvania-based company that’s been a family business for 40 years,” she said. “I have Melissa & Doug toys, and soups and mismatched socks that I sell from Vermont, and everything is pretty much half off. The food is not, but the clothing is like 75% discounted, and that’s right across the board, and it’s women’s and a lot of New England apparel, casual and business. My goal is to get rid of what I have, and I have some really cute things.”
Clothing sizes, Cyzeski said, span from small to extra-large.
In Andes, Misha Mayers, owner of Clementine Vintage Clothing, said she cycles stock in preparation for the season.
“We definitely put out the party dresses and faux fur and vintage skiwear,” she said. “So, seasonally, it definitely changes the product in our store and we have all the winter gear out.”
Bellamy said, though it is his second holiday season in Diamond Hollow’s 11 Delaware Ave., Andes location, this is his fifth season as a business owner in the hamlet.
Customer and community support, he said, has been hearty.
“There’s so much going on in all the towns in December, it’s kind of one long, continuous Small Business Saturday,” he said. “Being on (state Route) 28 between Delhi and Margaretville, where we’re situated, a lot of my customers will be from the greater (New York) City and Hudson Valley area, and even from the northwest – Binghamton – so people are really, really feeling this place as almost a center, even though it’s small. There’s a really good vibe right now.”
Bellamy said Diamond Hollow’s demographic is also “certainly local.”
“It’s all the sister towns,” he said. “Everywhere from Hamden to Delhi to Andes to Margaretville, stretching to Fleischmann’s and Phoenicia and Roxbury. We’re all one community within a 30- or 40-square-mile radius. During the summer, more than 50% of my business is from the city and Philadelphia and Boston but, over the holidays, everybody converges and goes to their friends’ events.”
Mayers also emphasized the spirit of community alive in Andes.
“I’m actually somehow one of the oldest stores in Andes, which is amazing to me,” she said, noting Clementine’s 2007 opening. “What’s always great to me … is hearing stories from people, telling me they have their favorite piece from the shop that they always get compliments on, or I’m spotting people wearing things in town. That’s where I feel like I have that sense of being part of a community.
“People don’t come to me for gifting as much as it’s more of a personal purchase,” Mayers continued. “The traffic in Andes is still much heavier in the summer months and there is a still a drop-off in regular foot traffic (through winter), but we have the hotel doing the big tree-lighting next weekend, so there’s definitely a lot of events built up around the holidays in general. I’m happy to say, I do have a lot of local people who shop in the store as well as visitors and weekenders, and I think there’s been more of younger customers discovering the store as vintage has become more popular with high school kids. And, because I’ve been in Andes so long, I’ve seen the ebb and flow of Andes almost growing and then not growing, so it’s amazing to see that, this year, so many businesses are coming to Andes. It’s definitely exciting.”
Cyzeski, too, said, even as a pop-up, she’s seen enthusiasm from customers and community members.
“This is interesting, because it’s a whole different way than I’ve ever done (Small Business Saturday) before, so I’m watching the trends right now in the short time I’ve been doing this, and they’ve been consistent,” she said. “So, on a day my store on Main Street would’ve been busier, this has been busier. This is just a pop-up, but it’s been very interesting.
“It’s people that used to come to my store, and some are a younger crowd, which is great,” Cyzeski continued. “It’s young families, and they’re looking at the toys and different things, so I’d say the demographics are from 25 to 60, and it’s (people from) Oneonta, Davenport, Otego, Laurens and the surrounding area, and Cooperstown. People are excited. Even if they come in and don’t realize it’s me, they say, ‘You’re the one that had the store on Main Street,’ so it feels really good to see the old customers and it’s nice to see everybody. It’s been really fun and I’ve enjoyed it.”
For more information on shops featured, find “Theresa’s Emporium” on Facebook; follow @diamondhollowbooks on Instagram or visit diamondhollowbooks.com; and follow @clementinevintageclothing on Instagram.