By Tara Fischer

Staff Writer

Berlin’s downtown merchants say last weekend’s Small Business Saturday promotion delivered shopping traffic from residents and visitors looking to support independent businesses.

Berlin Economic and Community Development Director Ivy Wells said participation was widespread among downtown shops, noting that “nearly all of them” offered specials or promotions during Small Business Saturday, which occurred nationwide.

The designated day took place after Black Friday to encourage shoppers to support the independent stores in their area. In Berlin, the event was held in collaboration with holiday season festivities.

“There’s something about Small Business Saturday that really brings out people who want to shop local,” Wells said. “People came from all over to be here. With so many shops to choose from, plenty of places to eat, benches to relax on, Merry Marketplace, free carriage rides, and Santa visits, the whole experience draws crowds. Many folks reached out to tell us how much they love coming to Berlin to shop.”

Wells said the town sees more shoppers on the Saturday after Thanksgiving now than it did before Small Business Saturday was created in 2010, noting that the event has brought “a spotlight on the ‘shop local’ movement.”

“When people are buying gifts, they want something unique and you can find those things here in Berlin,” she added.

For business owners, that spotlight translates into a boost, one that was especially apparent this year. Co-owner of the home store British Rose, Larnet St. Amant said that she estimates a 25% to 30% increase in foot traffic this past Saturday, as compared to a normal weekend.

“The foot traffic this year, I think it was a perfect storm,” she said. “The weather was nice and chilly; it put you in the spirit … There were a lot of people. It was definitely up over 30%. Every year we build on what we have.”

St. Amant said she and her sister, the store’s other owner, turned the day into a full “sip and shop” experience.

“It’s hard to compete with big box stores,” St. Amant said. “As a small business, we try to have a sense of community.”

British Rose offered complimentary red and white wine to shoppers, samples of British chocolates, and a free soap gift with purchases of $20 or more.

St. Amant noted that the entire weekend — from Ice Ice Berlin on Black Friday to the town’s tree lighting and festive decorations — helped to propel business.

“We are very blessed here,” she said. “We make it a whole weekend. Black Friday becomes Ice Ice Berlin, which brings people to see the ice sculptures. Also, the tree lighting and all the things that make it very festive creates a buzz. People want to be here, and people stay later than they normally would.”

St. Amant added that her shop stayed open late on Friday and Saturday, and offered the same wine, chocolate, and gifts on both days.

For St. Amant, personal touch remains the defining edge that small shops like British Rose have over larger retailers.

“With our shops being small, we have customer service,” she said. “We wait on people, we ask if they need help or if they have someone in mind for a gift, and we can help them find a gift. We’re a hands-on, smaller retail spot.”

She described the day as “perfect.”

“Everybody was in a good mood, people were so excited to be there and support,” St. Amant said. “It’s important for us. In this town, we all support each other. We all work together.”

Small Business Saturday was initiated in 2010 by American Express. In 2011, the U.S. Small Business Administration came on as an official cosponsor.

According to American Express’s official website, the company launched the project to “drive consumers to spend at small businesses” right before the holidays, between the traditional Black Friday and Cyber Monday events.