How to shop on Black Friday and Christmas and help small businesses survive the pandemic

By Hanna Horvath - NBC News

COVID-19 has completely revolutionized shopping and smaller retailers have been particularly hard hit.

In a recent survey, the Society for Human Resource Management found that

Estimates from Yelp, the ratings site, show that

If you want to support local businesses this holiday season, there are easy ways to do it, and the most important way is to shop at those establishments.

Small purchases can help retailers that closed earlier this year and lost sales due to the pandemic,

said Jovita Carranza, administrator of the Federal Small Business Agency.

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"There is a tremendous impact when we shop at the businesses in our communities: they are family stores, boutiques, gift shops, artisan shops and restaurants that offer unique products with a personal touch," said Carranza.  

"Supporting these companies that are changing and modernizing helps to strengthen, rebuild and boost our economy," he

added.

About 75% of people in the United States say they feel compelled to support small businesses because of the pandemic, according to a survey by Ware2Go, a UPS-owned company that helps companies expand production.

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And more than half of those surveyed say their

.

If you want to get involved and spend a few dollars on a small business, you probably have many physical options in your neighborhood: from the corner store to the beauty salon, where you can invest in both products and those businesses.

And you also have many alternatives online.

To help you choose, we compiled some of the best options, from artisan markets to larger retailers like Etsy and Amazon that offer products from small businesses with a global reach.

What is Small Business Saturday?

Small Business Saturday is an annual holiday that falls on November 28 and encourages consumers to shop at local businesses.

Just as Amazon invented Prime Day, the credit card giant American Express was the one who started Small Business Saturday ten years ago.

The date is usually set at the beginning of the holiday shopping season, which encourages people to buy their gifts from smaller brands.

In these stores,

.

Shopping locally can mean personalized service, unique product offerings, and higher levels of service overall, compared to large retailers, said Steve Denton, director of Ware2Go.

While the pandemic has severely restricted in-person purchases, many small brands have turned to online stores, including selling on social media, using third-party platforms, offering systems to collect purchases, and implementing contactless delivery. .

“Whether it's online, in different collection systems, safely in store, or by reaching out to your favorite small business on social media,

,” said Andy Goldberg, vice president. from American Express.

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Where to shop online on Small Business Saturday?

Chamber of Commerce Vice President Tom Sullivan recommends that due to various current limitations to shopping in stores,

for sales

In addition to shopping, consumers can indirectly support local businesses by writing positive reviews online.

it is a simple endeavor for you that is a great help to keep businesses going.

“We know that word of mouth is very useful and helps companies reach new customers and audiences.

Sharing products from companies that you like on Instagram is very easy through direct messages and stories, ”said Leigh Belz Ray, editorial director of @Shop on Instagram.

Ready to start supporting local small businesses?

These are some platforms that are full of options to shop locally online, safely and responsibly, plus we explain how to support those businesses in major retail markets like Amazon, Instagram, and Etsy.

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Amazon

Amazon's internal report on its impact on small businesses argues that half of the products sold on the site come from small and medium-sized retailers.

- People can make local purchases through the Support Small page, which highlights smaller companies and allows users to search for the products they offer.

- It also lets you search for small businesses by region, from the Pacific to the Rocky Mountains to the Southeast.

- Buyers can also filter their local businesses by product type or business owners, so they can choose businesses owned by black people, women, or family businesses.

Finally, to help with your gift list, Amazon also has a guide focused on small businesses.

Bookshop

This online site provides a platform for local bookstores to sell their collections with the reach of mass retailers.

The retailer promises that all profits will be split between independent bookstores, giving 75% of its "profit margin to the stores, publications, authors and others that make up the thriving and inspiring culture around books."

- Buyers can find specific local bookstores on the Bookshop map.

- Bookshop's creative selection of books also makes shopping fun and intriguing, from options like books on activism to solution-oriented texts and welcoming readings to award-winning indigenous titles, Man Booker Award nominees and books on most anticipated crimes and mystery of 2020.

- Like other bookstores, you can also browse genres, from science fiction to LGBTQ +.

Etsy

The reader-favorite online retailer, providing a platform to countless independent manufacturers and sellers and small businesses, is hosting its Cyber ​​Week sales event, offering up to 60% off sitewide until December 2.

- The offer allows shoppers to browse the discount options in all categories, from personalized gifts for him and her, face masks, decoration and home furnishings.

- Aside from Cyber ​​Week, Etsy offers just about any type of product from artwork and collectibles to craft items and jewelry.

Novica

Novica presents products from artisans from all over the world.

The pieces are made by hand and are usually based on specific cultures and traditions.

- Shoppers can browse home decor, jewelry, face masks, and more.

- You can also buy by regions or countries of the world, from West Africa and India to the Andes and Mexico.

- You can find special gifts all over the site, from unique pieces to paintings.

Novica offers sales facilities during Black Friday, with discounts depending on the total amount of the order.

Facebook, Instagram

Earlier this year, and as a response to the pandemic, the social media company launched Shops, a tool for small businesses to create online stores on the Facebook platform.

Shops can be accessed from Facebook, Instagram and other company applications.

Consumers can browse and shop within their account without switching applications.

If you don't know where to start shopping, Instagram also highlights a few small businesses on its Shop account, Ray said.

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