Operating a small enterprise is not for the faint of coronary heart, particularly within the wake of staffing and financial challenges post-pandemic. Regardless of the hurdles, entrepreneurship is on the rise: The U.S. is averaging 430,000 new enterprise purposes per 30 days in 2024 — 50% greater than in 2019.
The busy vacation procuring season, whereby November and December purchases common 19% of whole retail gross sales for the yr, is underway, and a very essential occasion for small enterprise house owners will happen on November 30: American Categorical’s fifteenth annual Small Enterprise Saturday.
“American Categorical based Small Enterprise Saturday in 2010, popping out of the U.S. monetary disaster, to assist drive client spending at small companies after they wanted it most,” Elizabeth Rutledge, chief advertising and marketing officer at American Categorical, says. “Since then, the day has sparked a motion and actually made an influence, with shoppers reporting spending over $200 billion at small companies.”
Associated: 21 Easy Concepts for a Profitable Small Enterprise Saturday
The dedication to supporting small companies coincides with an growing want to buy small: 85% of shoppers, together with 88% of millennials and Gen Z, say they’re prone to store small this vacation season, in response to the 2024 American Categorical Store Small® Affect Examine. Moreover, amongst these millennials and Gen Z shoppers who plan to buy on Small Enterprise Saturday, 52% say they plan to spend extra this yr than final yr.
This yr, American Categorical will rejoice Small Enterprise Saturday with a particular efficiency by multi-platinum singer-songwriter Noah Kahan and a vacation pop-up market in Charleston, South Carolina, which boasts a vibrant small enterprise neighborhood.
American Categorical can even donate $1 to the U.S. Chamber of Commerce Basis each time an Amex card person retailers small on November 30 to help within the restoration of small companies impacted by Hurricanes Helene and Milton.
What’s extra, each time an Amex® Card Member retailers with their eligible Card at a U.S. small enterprise on the Store Small® Map on November 30, American Categorical will donate $1 to the U.S. Chamber of Commerce Basis to help within the restoration of small companies impacted by Hurricanes Helene and Milton.
Associated: 77% of Small Enterprise Homeowners Say This Channel Is Driving Most of Their Gross sales Proper Now
Entrepreneur sat down with Daneen and Pascal Lewis, the married co-founders of Harlem Wine Gallery in New York Metropolis, to find out about their enterprise — and the way Small Enterprise Saturday helps it develop.
Picture Credit score: Courtesy of Harlem Wine Gallery
The Lewises had been impressed to begin their very own enterprise as a result of they incessantly needed to journey downtown to buy the wine they favored to drink: natural, pure wines from small producers. The couple opened Harlem Wine Gallery in December 2016. Neither co-founder had entrepreneurial coaching, however their vogue backgrounds (Pascal’s as a make-up artist and Daneen’s as a vogue stylist) had ready them to adapt to new environments and work with many various kinds of individuals.
“We consider in the kind of wine that we need to promote.”
Harlem Wine Gallery’s dedication to carrying wines from small producers served as the muse for your complete store, however remaining true to that imaginative and prescient additionally offered one of many enterprise’s greatest challenges, Daneen says.
“5 instances a day, [people might] ask for a selected model that we do not carry,” she explains, “after which if that day, your numbers aren’t so good, you say to your self, Oh, am I doing the correct factor? Ought to I be carrying this model? However we do not consider in that. We consider in supporting the small producers. We consider in wines that do not have taste components. We consider in the kind of wine that we need to promote.”
Immediately, Harlem Wine Gallery carries the biggest number of wines made by Black winemakers and Black-owned wine firms within the New York Metropolis metropolitan space, along with a big number of native wines from New York State and pure wines, per the store’s web site.
Harlem Wine Gallery has continued to develop because it honors its authentic intention. “Yearly, our income goes up,” Daneen says, “by something from 17% to 21%.” Pascal constructed a tasting room within the again the place the enterprise hosts visiting winemakers and personal occasions, and the store additionally holds free tastings on Friday within the entrance of the shop.
“All of us have a social media marketing campaign occurring.”
The co-founders are additionally gearing up for his or her third yr collaborating in Small Enterprise Saturday. Seven different companies within the space will be a part of Harlem Wine Gallery in providing 15% reductions to mark Small Enterprise Saturday’s 15-year milestone. For instance, shoppers can anticipate 15% off a case of wine from the Lewises’ retailer or 15% off at Sottocasa — then be entered right into a raffle to win an merchandise from the enterprise, like a bottle of wine or recent pasta.
“We’re tremendous enthusiastic about that as a result of in years previous, perhaps simply two of us have partnered, however now it is seven or eight companies,” Daneen says. “We’re all going to have uniform posters within the home windows, and all of us have a social media marketing campaign occurring.”
Picture Credit score: Courtesy of Harlem Wine Gallery
“[We want] to repeatedly be this entity that’s dynamic and really a lot thought of reliable and educated.”
Because the Lewises look to Harlem Wine Gallery’s future, they’re excited to see the enterprise proceed to construct on its preliminary imaginative and prescient — and appeal to new prospects alongside the way in which.
“[We want] to repeatedly be this entity that’s dynamic and really a lot thought of reliable and educated, and all the issues that give people who assurance after they step within the door that, They respect me, and I’ll get one thing perhaps that I do not find out about, however they’re real folks, and I’d assist that enterprise and their suggestions,'” Pascal says.
Harlem Wine Gallery launched its wine membership a few months in the past, which provides subscriptions in three-month intervals and has already seen most prospects renew their memberships.
The Lewises additionally attribute a lot of their enterprise’s success to a hands-on strategy that is by no means wavered for the reason that store’s early days.
“We’re profitable as a result of Pascal and I are current,” Daneen says. “We’re right here. We’re working the day-to-day. We’re sweeping the sidewalk exterior, promoting the wine inside, coping with prospects. We’re speaking to prospects about something, not nearly wine. It is a neighborhood hub, and being current in what you are promoting is tremendous essential for a small enterprise, [and for] any kind of enterprise.”
