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BY HARUMENDHAH HELMY

You're watching multisource business video news analysis from Newsy.

Move over big box stores, it’s the mom-and-pop shops’ turn to cash in on the holiday season.

Sponsored by American Express, this weekend’s Small Business Saturday was a first -- and it hopes to a be a new ritual. Phoenix Fox-affiliate KSAZ explains the impact.

“The money stays here in the Valley. So, 43 cents for every dollar stays in town, [as] opposed to like 8 cents on the dollar if you go to like, Target.”

So was it a success? According to local news coverage in New York, Iowa and Alabama... yes, it was.

Fox23, Albany, NY: “Hippo’s and Stuyvesant’s Plaza say they notice an up in traffic today...”
KCCI, Des Moines, Iowa shop owner: “And we’ve had great, great traffic and lots of good sales.”
Local 15 TV, Alabama: “Shoppers I ran into today say Black Friday simply wasn’t long enough, so, on this Small Business Saturday, shoppers hit the stores again."


But this report form Michiana, Mich. says, not a single business owner there was aware of the campaign.

Kevin Lewis, WNDU: “No it did not bring out the cash, Joel. But what’s more, every single store owner and manager I spoke with tonight, said they had not even heard about this initiative...”
...At the Nostalgia Store, comic and poster shop...”
Rose Stafford, store owner: “Nobody had said a word to me.”
WNDU Reporter: “Not one of Saturday’s sales was thanks to the AmEx campaign.”
Rose Stafford, store owner: “We always wonder... could it have been better?”

And a Patch report claims-- even though Saturday did bring more shoppers -- it wasn’t necessarily because of American Express’ campaign.

“... shoppers seemed to be out more because they wanted to support local business -- not because of the day's special designation.”

In an opinion piece in the Huffington Post, a former community banker says, Small Business Saturday makes economic sense.

“Small businesses don't have the luxury of hoarding cash and slashing labor stock. ... the big corporations aren't getting us out of this mess. … [T]ry to add a little local to your discount diet. It might be a struggle, but it's the best thing for your community's long-term economic health.”


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