The underdog of contrived shopping holidays

David Weinberg Nov 27, 2014
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The underdog of contrived shopping holidays

David Weinberg Nov 27, 2014
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Thanksgiving is, of course, a holiday about family and food and being thankful for what you have. It is also, however, a holiday that is increasingly about commerce, retail commerce especially. 

This year more than any shoppers are going out on Thanksgiving itself, online and even in person. Then there is tomorrow, Black Friday, followed by a lesser known shopping holiday, Small Business Saturday. 

Kyle Huntoon is a fourth-generation woodworker from Jackson, Michigan. He moved from his hometown to Detroit open his woodworking business Hunt & Noyer. “I guess I have the underdog spirit in me,” says Huntoon. “I’ve always thought of Michigan as kind of an underdog state, and I like that aspect of living in Detroit.”

This weekend, Huntoon will participate in what’s known nationally as Small Business Saturday, which hopes to lure shoppers away from big box retailers. It’s sort of the underdog of contrived shopping holidays.

“I think it’s in its maybe first three years,” says Huntoon who first found out about Small Business Saturdays about a year ago on social media. You may have seen the hashtag #shopsmall or come across this this commercial.

The irony here, is that this commercial was made by a giant company, American Express. That is not lost on analyst Marshal Cohen.

“Without a national sponsor it was kind of floundering around out there, says Cohen. “It really wasn’t gaining any traction.”

This year, Cohen expects Small Business Saturday to gain some traction. So on this Thanksgiving day, as the whole family of fake shopping holidays gather for dinner, this could be the first year that Small Business Saturdays is not seated at the kids table, though it may have to sit next to Uncle Cyber Monday, who always smells like spam.

CORRECTION: An earlier version of this story misspelled the name of Kyle Huntoon. The text has been corrected.

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