Something "small" is getting bigger in Jefferson City.
Small Business Saturday - the local, annual effort to encourage holiday gift-givers to shop at small, independently owned businesses on the Saturday after Thanksgiving - packs a participation of 31 Jefferson City area business this year, up from last year's 22 participating businesses.
American Express founded the nationwide Small Business Saturday effort in 2010, and Jefferson City is in its fifth year holding a local event.
"It is a way for folks to know that we're here and for them to shop locally and support the local economy," said Donna Deetz, organizer of Jefferson City's Small Business Saturday event and owner of Click2Sell4U/Kay's Collectibles and The Trolley Company, local businesses both participating in the Nov. 28 event.
"Last year we were down (in participants) for some reason. This year we've got a few more, but they're concentrating in different areas," Deetz said.
Every business participating in Small Business Saturday will offer at least one in-store promotion that day. Each store also will have a raffle box, where customers can enter a drawing to win a $500, $250 or $100 gift card for use at any business participating in Small Business Saturday.
"They can enter at every store, so they've got lots of chances to win depending on how many stores they go to," Deetz said. "We'll combine all of the entries, and then on Monday we'll draw the names."
The Trolley Company also will offer Small Business Saturday shoppers a free ride around town at various designated stops.
A few new Small Business Saturday participants this year include Family Pawn on West Dunklin Street; Uniquely Rose Boutique on West Main Street; J Street Vintage, which opened on Jefferson Street in late 2014; Alyssa's Garden Boutique, which opened downtown in August; and Red Wheel Bike Shop, which relocated to the downtown area on West Main Street earlier this year.
Some businesses participating in Small Business Saturday have been part of the effort from the outset.
Nikki Payne, owner of two East High Street shops, has participated in Small Business Saturday with Snob Shop Exchange since 2012 and with Fine Mess Boutique since it opened in 2014. Both stores will offer 25 percent discounts on Nov. 28.
"We're always busy on Small Business Saturday, and I love it. So we're always staffed to the top and ready for anything," Payne said. "Anything we can do to support the downtown businesses is great. Even if somebody comes downtown to shop at American Shoe, they might stop in at Fine Mess, Snob Shop, Carrie's Hallmark. They'll end up walking by wondering what's in there and come in and shop."
While a good portion of this year's Small Business Saturday businesses are in downtown Jefferson City, the promotions aren't limited to the downtown area. Art Bazaar and Classroom Connection represent the east side of town; Tan Club the west side; Busch's Florist, Ecco Lounge and Initially Yours the south side; and Calena's Fashions Holts Summit.
Although not a small business, Central Bank will host Santa Claus for families to visit in conjunction with the Nov. 28 event from 9-11 a.m. at its Madison Street location.
Business owners who have promoted Jefferson City's Small Business Saturday over the past several years value it as a reminder for people to do holiday shopping at locally owned retailers, rather than only at national chain stores or online.
"When you're shopping local, you're directly impacting in a positive way payroll going to the owners and the staff of small businesses," said Carrie Tergin, Jefferson City mayor and a owner of Carrie's Hallmark Shop, which has participated in Small Business Saturday since the local effort began.
"We're not a franchise. We're just local people trying to make a living," Payne said. "It's supporting your town - staying local, spending local. That's the way we're going to grow."
As a small business owner herself, Tergin would highlight the things locally owned businesses offer that chain stores and online retailers may not - things like more personal customer service and support of local charitable organizations. "A lot of businesses like ours, we'll even wrap it for you," she said.
"Sometimes people might think there's a convenience to shopping online, but when you think about what you really get from the experience of shopping local and the service level you get from our local businesses, it can't be replicated online," Tergin said. "You get the smiling face of those employees, and you're actually helping the local economy and families and jobs every time you shop local."
As mayor, she said, her focus is on the value of local shopping to Jefferson City's economy, in sales tax revenue and otherwise.
"Anytime you can shop locally you're keeping our roads and infrastructure going," she said. "A lot of the small businesses then are in turn utilizing local companies ... when it comes to things like expansions," she added, noting she enlisted help from local contractors for the recent expansion at Carrie's Hallmark Shop.
"That dollar that you put into a local business, it gets circulated back through the community."