Small Business Saturday/Shop Local/Indies First/Black Friday: Holiday Shopping Begins
Early general retail reports about Thanksgiving holiday sales were positive, with online sales hitting record highs and in-store visits up more modestly. The shortened holiday season, because of the late Thanksgiving this year, meant that deals that once began on Black Friday were offered ever earlier this year. Customers generally responded with strong spending, but still were cautious, looking for discounts and value.
According to MasterCard SpendingPlus, retail sales, excluding autos and gasoline, rose 3.4% on Black Friday, compared to Black Friday 2023, with online sales up 14.6% and in-store sales up 0.7%. Michelle Meyer, chief economist at the MasterCard Economics Institute, told the New York Times that in-store spending had been strong going into the holiday weekend, but was "sluggish" on Black Friday itself. (That sluggishness might be a reaction to the notoriously brutal shopping atmosphere on Black Friday at mall stores with large discounts and limited stock.)
Adobe Analytics (via SeekingAlpha) said spending hit $6.1 billion on Thanksgiving and $10.8 billion on Black Friday, both new records. And it noted that buyers showed "a growing preference" for flexible payment methods, including buy now, pay later plans. For the full holiday season, Adobe Analytics predicts that online retail spending will jump 8.4% from last year, to $241 billion, a new record. In October, the National Retail Federation forecast that total holiday sales will grow between 2.5% and 3.5%, to somewhere between $979.5 billion and $989 billion.
Many booksellers this year got into the spirit of general retail's approach, offering discounts both in-store and online (sometimes geared to loyal customers), and emphasizing their knowledge and ability to find personal, thoughtful gifts for customers. Among the many offers and events: "blind date" gifts, passport arrangements with other local retailers of all kinds, author appearances, toasts, food & drink, merchandise, and more. For many, Small Business Saturday is one of the best sales days of the year, drawing huge amounts of customers.
Shoppers at Horton's Books & Gifts |
"We had wonderful customers who made this a great Small Business Saturday," Horton's Books & Gifts, Carrollton, Ga., reported. "People were happy to browse for the best holiday presents for themselves and their friends and family. Result: Successful Small Business Saturday!" Sales on Saturday were about the same as the previous year, the store noted, but sales on Black Friday/Plaid Friday were double those of last year.
Several stores held their grand openings on Small Business Saturday. (Some are noted below.) They included Left on Read in Wichita, Kan., and, most heartening, East Bay Booksellers, Oakland, Calif., which opened in temporary space after fire destroyed its location in July.
The Writer's Block in Las Vegas, Nev., celebrated its 10th anniversary on Small Business Saturday by hosting 10 authors and offering tote bags for qualifying purchases, capping off a month-long series of celebratory events.
At Novelette Booksellers in Nashville, Tenn. |
On both Plaid Friday and Small Business Saturday, Watermark Books & Café, Wichita, Kan., offered 30% of one in-stock book; for customers who wore Watermark merchandise, the store offered 30% off an additional in-stock book as well as 10% off a boxed lunch. Anyone spending $50 could receive a galley; $75 brought a tote bag; and $100 resulted in an entry into the store's grand prize drawing.
At Newtonville Books, Newtonville, Mass., the many activities on Saturday included a game hour and a mystery quiz about identifying 14 local business via poetic clues.
New Renaissance Bookshop, Portland, Ore., extended Small Business Saturday to "all weekend" with a 20% sale on clothing--a celebration of "conscious choices and sustainable style."
For Indies First, the Odyssey Bookshop, South Hadley, Mass., donated 15% of all sales on Saturday to the Food Bank of Western Mass., held a staff picks event with five Odyssey booksellers sharing their top books of the season, and offered a large tote bag (celebrating The Wedding People by Alison Espach) to the first five people to spend at least $150.
Libro.fm offered a Shop Small Sale that started November 26 and runs through today, December 2, which many booksellers highlighted. The company had its second biggest membership day on the 26th, second only to Indie Bookstore Day 2024. Among bestsellers Libro.fm offered for $5 or less: That Librarian by Amanda Jones; Welcome to the Hyunam-dong Bookshop by Hwang Bo-reum; Sleep Like Death by Kalynn Bayron; Women! In! Peril! by Jessie Ren Marshall; The Girl Who Fell Beneath the Sea by Axie Oh; The Match by Sarah Adams; Connie by Connie Chung; The Unwedding by Ally Condie; Long Live Evil by Sarah Rees Brennan; Immortal Dark by Tigest Girma; The Wild Robot by Peter Brown; Pachinko by Min Jin Lee; Just for the Summer by Abby Jimenez; Fledgling by Octavia E. Butler; and Lights Out by Navessa Allen.