Small Business Saturday: Holiday shopping starts ‘at home’

Those who do not want to join the hordes of bleary-eyed Black Friday shoppers have another option.

They can spend some money closer to home patronizing Wilton businesses on Small Business Saturday, Nov. 29.

“Now in its fifth year, Small Business Saturday has grown into a powerful movement, and more people are taking part than ever before,” the Wilton Chamber of Commerce said in a press release. “Last year, over 100 million people came together to Shop Small in communities like ours, and we expect this year will be just as successful.”

To encourage participation, American Express is offering up to three $10 statement credits to anyone who uses their registered AmEx card to make purchases of $10 or more at a qualifying small business on Small Business Saturday. Card holders may register their card at Business owners that accept American Express cards can register their business, and sign up for Shop Small promotions, too.

According to the website, there are scores of Wilton businesses signed up.

“The holiday shopping season is officially underway, and while this time of year is vital to the continued success of our merchants, the habit of shopping locally is a concept that should be on our minds every day of the year,” Janeen Leppert, Wilton Chamber executive director said in the release. “There is something special about living and working in a town like Wilton that draws you to shop locally. Whether it’s a duty, pride for our town, or genuine support of a friend or family member, knowing your dollars have gone not just to a member of our community, but a dedicated business owner you trust, makes every purchase that much more meaningful.”

The chamber says shopping locally is good for the local economy. “It is estimated that for every dollar you spend, twice as much will be reinvested in the community by a local business,” Ms. Leppert said. “ Significantly more money circulates in Wilton when purchases are made at locally owned businesses. More money is kept in the community because locally owned businesses purchase from other local businesses, service providers, and farms.”

Other reasons the Chamber supports shopping locally:

  • Successful small businesses can create new jobs.
  • Small businesses encourage competition in the marketplace, leading to more choices and lower prices.
  • Local businesses survive by reputation and often hire people with more specific product expertise for better customer service.
  • Local shops cater to local needs, leading to better consumer choices.
  • Lastly, “Wilton businesses invest in our community, donate to our nonprofits, and help grow the economic base of our town,” Ms. Leppert said.

“The dollars spent right here in Wilton create a domino effect that will ultimately benefit you. Wilton businesses are owned by people who live in Wilton, who are less likely to leave, and who are more invested in our future. Communities like Wilton can survive difficult downturns in the economy with a thriving local business center. Shopping Wilton keeps our neighborhoods safe and vibrant, and stabilizes home values.  It takes each of us to start the trend, and it takes all of us to commit to this investment in our community.”

Information: 203-762-0567 or visit