Mixed Results for Small Business Saturday in Westford

Christmas shopping is over for another year, but here in Westford, one business kicked off the Christmas shopping season as part of the Small Business Saturday event, albeit with mixed results.

The event, organized by American Express the day after Black Friday, was a nationwide initiative to help garner attention and customers for small businesses.

While no “official” events sponsored by American Express itself took place in Westford, Creative Styles on Main Street was one of half a million small businesses across the country that took part in the program.

owner Sherri Reynolds saw positives and negatives from her experience with the day.

“I saw it on Facebook and advertised on television, so I thought as a small business, I should take part in it, but ultimately I think I started too late, I probably should have started a month ago advertising it,” said Reynolds. “In the end though, I think it’s a good idea, both for American Express since they’re advertising small business and for us because they’re offering a statement credit of $25 for people spending money, so it was really a no brainer: if a customer spends $25, you’re going to get $25 back.”

Reynolds believes the promotion certainly didn’t hurt her business, but apparently it didn’t have as much of an impact as the brand loyalty among her customers she had already accumulated.

“I was going to come here for Sherry anyway, she’s got a great way when it comes to my hair,” said one customer, who asked not to be named for personal reasons. “I think (Small Business Saturday) is a great thing, my dad owns three pharmacies, so he’s a small business owner, and due to that I’ve always thought it’s important to support your local businesses.”

Nationwide, American Express officials were slightly more enthusiastic about the results from the day, which they claim brought an estimated 103 million Americans to shop at independently-owned small businesses on the day.

"Millions of Americans turned out to support local merchants and made this year’s Small Business Saturday a big success,” said American Express chairman and CEO Kenneth I. Chenault..  “We want to thank all the consumers, public officials, community organizations, chambers of commerce and corporate partners who were part of the movement.  By supporting small businesses across America, they are helping to create jobs, boost the economy and preserve our neighborhoods.”

More information on the program is available on the event’s Facebook page.