'Small Business Saturday' lures shoppers to downtown Warwick

Merchants say American Express promotion added to the growing trend for people to shop local Warwick — Shops in the Village of Warwick didn’t open at midnight and no one used pepper spray to get to the front of the line as occurred on Black Friday in one mall. But on the second annual “Small Business Saturday,” a campaign backed by American Express, shoppers came out in droves to the downtown business district. Merchants reported record sales, not only for Saturday but also for the entire weekend. Small Business Saturday, sandwiched between Black Friday and Cyber Monday, was created to attract shoppers to local businesses nationwide. 'Awesome weekend’ American Express cardholders, who had registered with the company, received $25 worth of credit for spending $25 at a participating local merchant on Saturday, Nov. 26. “We had an awesome weekend,” said Tim Mullally, co-owner of adjacent Style Counsel and Blue fashion clothing stores. “Our business was double from last year and I’m thrilled. It was a great promotion. I used my own $25 credit at The Toy Chest.” Although unseasonably warm temperatures played a part in the success of the weekend, Mullally believes people are now discovering the advantages of shopping local. “They realize that what they want is in their own back yard,” he said. Mayor Michael Newhard, who owns Newhard’s Gift Shop, reported that at times customers were lined up outside his store. “Business was great from Friday to Sunday,” he said. “On 'Small Business Saturday’ we also gave an additional gift to our customers. We have a loyal customer base in addition to those who came for the American Express promotion. And we know what to stock and how to provide the best value for our customers. We buy for Warwick.” Community spirit Newhard cited the many advantages of shopping local including personal service, saving fuel and time, avoiding unnecessary aggravation, fueling the local economy and so forth. “And at my store,” he quipped, “even the mayor wraps your gift.” Mary Beth Schlichting, co-chair of the Warwick Merchant Guild and owner of Frazzleberries Gift Shop, said that many of the people who shopped at her store on Saturday were specifically there to take advantage of the $25 American Express credit. However, business was also excellent throughout the weekend. “I would like to write a letter to the editor thanking everyone who supported our local merchants this weekend. I was reminded of all the people, who came to the aid of Jimmy Stewart in that classic movie, 'It’s a Wonderful Life.’ That’s the same spirit I see in this community and we are all grateful.” I would like to write a letter to the editor thanking everyone who supported our local merchants this weekend. I was reminded of all the people, who came to the aid of Jimmy Stewart in that classic movie, 'It’s a Wonderful Life.’ That’s the same spirit I see in this community and we are all grateful.” Mary Beth Schlichting, co-chair of the Warwick Merchant Guild and owner of Frazzleberries Gift Shop