PORTLAND, Ore. (BRAIN) — For Tom Martin, owner of TomCat Bikes, Small Business Saturday never contributed much to the bottom line, and that was the general opinion of the shops BRAIN contacted in the days leading up to the shopping event that encourages buying local.
"Small Business Saturday is a usual workday without fanfare," he said. "Again, not much reason to promote because it doesn't increase revenue or margins for my shop. In the past, I've pre-wrapped gifts, offered holiday discounts, seasonal product, etc. Nothing really stuck as my primary business model is repair and used bike sales."
However, Martin noted how another Portland area shop is approaching it.
"With all that said, I really like the messaging that Nomad Cycles in Portland has put out regarding this weekend of conspicuous over consumption."
Nomad Cycles — which specializes in e-bikes, conversion kits, adaptive cycles, and service — circulated an email touting 25% off storewide while dismissing the pomp and circumstance of Black Friday and leaning into Small Business Saturday.
'No pressure. No gimmicks'
"This year, we're opting out of the Black Friday frenzy," the email reads. "No pressure. No gimmicks. No race for the cheapest deal.
"At Nomad Cycles, we believe in thoughtful, human-centered buying, and supporting the people who build, repair, and care for the things you use every day. When you choose small, you're choosing craft, community, and connection. Thank you for continuing to choose us!"
Founder Brad Davis told BRAIN that while Black Friday isn't Nomad's style, Small Business Saturday strikes a chord. Nomad participated for the first time last year and sold a high-end bike that day. Small Business Saturday was founded by American Express in 2010, and the Small Business Administration began cosponsoring in 2011.
Vote in BRAIN's current Weekly Survey on its homepage: Retailers, are you participating in Small Business Saturday on Nov. 29?
"The Black Friday thing was not really palpable," said Davis, whose shop just marked its 10th year. "But when I heard about Small Business Saturday, I was like, 'Well, that makes sense.' I like that. We can do something for that. But we're on the dark side of the year right now, and we could use some dollars coming in for sure."
With the exception of the first couple weeks of December, Davis said sales dip afterward.
"The last couple of years, it seems like I should be closed for all of January," he said. "It really dries out."
Julie Gabay, Pacific Cycling & Triathlon owner, said she sees no increase in Black Friday and Small Business Saturday shoppers at her Stamford, Connecticut, shop.
"We're a higher-end bike shop where, honestly, people buy stuff for themselves," she said. "A lot of the bikes that we sell can't go on sale. No one's going to be like, 'Oh, I'm gonna wait till Black Friday to buy a bike.'"
Pacific Cycling & Triathlon does sell kids bikes, but Gabay said because of the price increases, they aren't in demand like in years' past. "The price for kids bikes has just skyrocketed," Gabay said. "It's crazy. They're $599 for a 24-inch bike, and they're going to outgrow it in two years. The prices on the lower-end bikes have gotten very high, which is why we don't sell a lot of low-end bikes. It's not worth it."
Discounts on some shoes and helmets were started a week in advance of Small Business Saturday, Gabay said, but "I have small expectations. Would I like to have bigger expectations? Sure."
Touright Bicycle Shop's David Sperstad said it's hard to justify investing too much into Black Friday or Small Business Saturday. "People just want something for next to nothing," said Sperstad, whose shop is located in Little Falls, Minnesota. "I know a fast nickel is worth more than a slow dime, yet that's how I've been since we opened. I tell people I'm in business to help them enjoy riding a bicycle and to stay in business. Not to give them a deal so I can go out of business, and the locals have come to understand that it is who I am and pretty authentic to who I am, which keeps me healthy."
That was echoed by Jason Bauer, owner of Bauerhaus Bikes in Boise, Idaho.
"We close on Thursday and are back on Monday. We don't participate in the hijinks. I'm not going to be on our deathbed, wishing we would have worked that day."
NBDA offers advice to retailers
For those retailers who will open Black Friday and want to participate in Small Business Saturday, NBDA Executive Director Heather Mason urges shop owners to view both days as "invitations" to welcome the community into their business.
"This is the time to embrace the holiday hustle, not as a burden, but as a chance to share what we love with the people who support us all year long," Mason wrote in an email to NBDA members this week.
Black Friday suggestions Mason shared with members include "Turkey Trot Rides," creating Strava challenges with prizes for those who ride the most miles, and hosting a shop clinic. For Small Business Saturday, she recommends instead of prioritizing shopping and sales to celebrate "the fabric of our communities. I encourage you to share your story authentically."
For example:
- Post images from when you first started: let people see where you began.
- Showcase your shop's evolution over the years through photos and memories.
- Celebrate how the community has supported you and highlight the ways you've given back.
- Feature your team members and share the stories of families you've helped discover the joy of cycling.
- Create a "community wall" in-store with photos of customers and their bikes over the years.
To help retailers widen their reach during the holiday season, adventure brand content platform Popfly announced this week it is expanding its technology to help small businesses with Popfly Local, connecting small businesses with local creators and influencers.
While Martin said he has no desire right now to participate in Black Friday, he lightheartedly said in an email he could be persuaded.
"So in the spirit of Gen-X Adbusters snark, 'TomCat bikes has +Black Friday pricing, where everything is 20% higher.' If they want me to take time away from my family, it will cost them."
