Chris Lerch is passionate about supporting small businesses. And while he claims Small Business Saturday – an annual event observed the day after Black Friday – is his favorite day of the year, his efforts to do so extend throughout the year.
“Small businesses are the heart of a community, but they can’t survive without our support,” he said. “I work to generate that support for local businesses because I believe they make our communities better.”
In 2020, Lerch founded Hello 422, an organization that promotes small businesses located along the Route 422 corridor from Birdsboro to Phoenixville. The goal was to drive traffic to local shops and restaurants that were struggling during the COVID-19 pandemic.
The same year, he kicked off Shop Small to Win Big, a campaign that has become an annual tradition celebrated on the three days after Thanksgiving.
Chris Lerch (Photo Courtesy Chris Lerch)
“We get a whole lot of businesses along the corridor to donate a $50 gift card,” Lerch explained. “Anyone who spends $50 or more in any of those businesses can send me a picture of their receipt to enter the contest to win all the cards.”
With more than 100 businesses participating, there is huge incentive for shoppers and diners to get out and support community enterprises.
“It gives you the collective power of all these businesses to get people excited and out and about,” Lerch said. “It’s such a fun time.”
Held in collaboration with Shop Small to Win Big is a Small Business Saturday Nacho Crawl, during which participants can visit about 20 businesses along the Route 422 corridor offering a variety of nachos and other items.
“That’s my favorite day of the year,” Lerch said. “I literally spend the entire day out, eating nachos.”
Information about both events is available at Hello 422’s Shop Small to Win Big 2024 Facebook page.
Small Business Saturday Celebrated Throughout the Region
While Shop Small to Win Big generates a lot of traffic for local businesses, it’s by no means the only event celebrating Small Business Saturday, an initiative introduced in 2010 by American Express with the intent to drive consumer spending to small businesses across America.
In Berks County, the Greater Reading Chamber Alliance is sponsoring a month-long celebration spotlighting local shops, restaurants and bars.
Leah Fassnacht, GRCA’s senior director of communications & marketing, said although the current celebration lasts for a month, her organization’s efforts to support small businesses is a 365-day endeavor.
“Our support can’t be limited to just one day or one month, it has to be year-round,” she said. “By encouraging residents to shop, dine and experience local businesses throughout the year, we help ensure these small businesses can thrive long-term.”
Similarly, the TriCounty Area Chamber of Commerce celebrates Small Business Season, designated from Nov. 1 to Dec. 31.
“Small Business Saturday is a pivotal day that highlights the immense value small businesses bring to our community, but at the TriCounty Area Chamber of Commerce, we recognize that supporting small businesses goes far beyond one day,” said Hailey Heimbach, marketing and communications director.
Shop owners along Bridge Street in Phoenixville are hoping for a busy holiday shopping season. (Susan Shelly For MediaNews Group)
Leah Fassnacht (Courtesy Greater Reading Chamber Alliance)
Hailey Heimbach (Submitted Photo)
Crowds of shoppers are expected in West Reading for Small Business Saturday. (BILL UHRICH/MEDIANEWS GROUP)
Show Caption
1 of 4
Shop owners along Bridge Street in Phoenixville are hoping for a busy holiday shopping season. (Susan Shelly For MediaNews Group)
West Reading is gearing up for a series of events on Small Business Saturday, including a prize wheel and a chance for children and families to be photographed with Santa Claus.
Businesses will be offering specials throughout the day and into the coming week, said Robin Horman, who owns Lilibea’s in West Reading and helped organize the borough’s Small Business Saturday initiative.
Horman said it’s especially important this year for shoppers to remember small businesses, many of which are struggling due to economic conditions and uncertainties surrounding tariffs.
“There have been impacts on small businesses this year that they didn’t anticipate,” Horman said.
She noted that chains and big box stores cannot match the personal service found in small shops.
“The owners of local stores know everything about their stores and their inventory,” Horman said. “We’re experts in what we sell. Plus, you can walk into a small business and someone working there will know your name.”
West Chester is aglow with more than 80,000 lights, wreaths and greenery throughout the historic downtown, part of its Lights Up Holiday Weekends in West Chester, sponsored by Penn Medicine Chester County Hospital that kicks off on Friday.
More than 40,000 people are expected to visit West Chester during the holiday season, according to Laurie Ryan, president of the Greater West Chester Chamber of Commerce.
“It truly is an unforgettable hometown holiday experience,” Ryan said.
West Chester’s annual tree lighting and holiday parade are set for Friday, Dec. 5, part of the borough’s Lights Up Holiday Weekends in West Chester, which run through Jan. 4.
Shops in West Chester are ready for Small Business Saturday shoppers, including this shop in the 100 block of W. Gay Street. (BILL RETTEW – MEDIANEWS GROUP FILE PHOTO)
For information about all the West Chester events visit https://www.greaterwestchester.com/lightsupchristmasparade.html.
The Value of Small Businesses
Small businesses give back to communities in ways that online retailers and big box stores cannot, according to the National Business Association.
Studies show that 68% of money spent at small businesses stays within the local community, compared to just 43% for large chain retailers.
Small businesses create two out of every three new jobs in America, according to the Small Business Association, and contribute nearly 44% of the gross domestic product. Small businesses provide essential services and contribute regularly to their communities.
Crowds of shoppers are expected in West Reading for Small Business Saturday. (BILL UHRICH/RMEDIANEWS GROUP)
Horman pointed out that small business owners frequently volunteer their time, as exhibited last week when shopkeepers sponsored a food drive in West Reading to benefit Helping Harvest Fresh Food Bank, which serves Berks and Schuylkill counties.
They provide financial support to youth sports programs, civic groups, charities and other organizations and make in-kind contributions to others.
“A lot of times we’re the first ones people come to for donations for events, and we’re always willing to help,” Horman said. “We’re the businesses that give right back to the community.”
A sign promoting small businesses in front of a shop on Main Street in Phoenixville. (Susan Shelly For MediaNews Group)
The Value of Small Business Saturday
Kelly Stanford, a longtime employee at the Diving Cat Studio Gallery in Phoenixville values Small Business Saturday because it kicks off the holiday shopping season and gets people excited about buying special gifts for friends and family members.
The studio offers separate events for men and women shoppers, setting aside two nights that include special deals, snacks, drinks and a chance for camaraderie.
Stanford said the event is always well attended and everyone enjoys themselves.
“I think that Small Business Saturday opens the door for the season and gets people in the mood to be out in their community and interacting with each other,” she said.
For Charles Booz, the owner of Chantilly Floral Boutique in Lansdale, Small Business Saturday is an asset for small businesses because it shines a spotlight on them and prompts shoppers to take notice.
“It’s a great resource because it makes people think about small businesses rather than running to a big box or ordering from Amazon,” he said. “It’s one day, but I think it serves a good purpose.”