Shop Small Saturday a big tradition in Aspinwall
Aspinwall Mayor Joe Noro is a big supporter of a small annual event in Aspinwall.
Shop Small Saturday is a longstanding merchant tradition in the historic borough lined with quaint houses, churches, specialty shops, restaurants, bars, cafes and specialty shops.
“Small businesses drive the economy in our country,” Noro said. “This is the most important day of the year for small businesses in Aspinwall. This could mean making money, or not, for the year.”
Small Business Saturday is a retail event held nationwide on the Saturday after Thanksgiving, which this year fell on Nov. 30.
“Shopping in Aspinwall, you’re purchasing from the owners that care about you and your family,” Noro said.
Jessica Rehling Vukmir owns two businesses in Aspinwall, Nouveau PGH and Dovecote, both along Brilliant Avenue in Aspinwall’s business district.
Vukmir stressed the importance of patronizing small businesses, particularly during the holiday shopping season.
“For small businesses, it’s our Super Bowl of sorts. In many cases, it’s one of, if not the largest day of sales in our calendar year,” Vukmir said. “It’s also a day to celebrate our amazing customers who support us every day and to meet new customers as well.”
Giving mom-and-pop shops their own retail-themed shop small day was the brainchild of American Express in 2010. The U.S. Small Business Administration joined as a co-sponsor the following year.
According to data from the U.S. Chamber of Commerce, more than 33 million small businesses comprise 99% of all businesses in America.
Reported projected spending in 2023 during Small Business Saturday was estimated at around $17 billion. To date, the total U.S. spending during Small Business Saturday is an estimated $201 billion, according to data from the U.S. Census Bureau.
Vukmir is one of dozens of small-business owners dedicated to providing what she described as niche businesses — from shoes, books, antiques, flowers, designer consignment and children’s toys to clothing, Pilates, spas, hair and nails and food.
“Just think if everyone would shop small first every day? What a huge impact to the local economy and community that would make,” Vukmir said.
Shoppers, many bundled up and clutching hot coffees, braved freezing temperatures to pop in and out of stores along Commerical and Brilliant avenues, many of which were decked out for the holidays.
Vukmir said the frigid weather appeared to impact sales — a bit.
“It was definitely slower than last year and the weather 100% affected it, but it was still a solid day,” she said.
Fox Chapel native Rosie Welsh owns Rosebud’s, a specialty gift shop in Aspinwall.
“I like having people here instead of them talking about the big-box stores,” Welsh said.
Welsh served complimentary cookies and hot cider and had plenty of Rosebud’s signature pink wrapping paper on hand to wrap gifts for customers.
“I wrap only in this. People know it’s Rosebud’s,” she said.
Joyce Hanz is a native of Charleston, S.C. and is a features reporter covering the Pittsburgh region. She majored in media arts and graduated from the University of South Carolina. She can be reached at jhanz@triblive.com
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