As national retailers gear up for Black Friday madness, small business owners across Queens are preparing for what industry surveys suggest could be the strongest Small Business Saturday since before the pandemic.
The annual shopping event, held the day after Black Friday, has grown steadily since American Express launched it in 2010. This year’s edition arrives with particular significance for Queens merchants, many of whom weathered years of reduced foot traffic and are now seeing customers return in force.
“Last year was good, but this year feels different,” said Maria Gonzalez, owner of Dulce Vida, a bakery and gift shop in Jackson Heights. “Customers are telling us they want to support local stores. They want to know where their money is going.”
A survey by the Queens Chamber of Commerce found that 78 percent of borough small businesses expect higher sales this Small Business Saturday compared to last year. More than half plan extended hours, with some stores opening as early as 7 a.m.
The optimism reflects broader trends in consumer behavior. National surveys show growing preference for shopping at independent retailers, driven partly by concerns about corporate consolidation and partly by desire for unique, locally sourced products.
In Astoria, the Steinway Street merchants association has organized a coordinated promotion offering shoppers a stamp card. Customers who make purchases at five participating stores receive a $20 gift certificate valid at any Steinway Street business through the holidays.
“Small Business Saturday is great, but we want to build habits that last beyond one day,” said association president Nick Papadopoulos, who owns a jewelry store his family has operated for 43 years. “The stamp card gives people a reason to explore.”
The promotion includes 67 participating businesses, from boutiques and bookstores to restaurants and service providers. A printable map available on the association’s website guides shoppers to participating locations.
Flushing’s small business community has taken a different approach, emphasizing the neighborhood’s culinary diversity. The Flushing BID is promoting a “taste tour” encouraging visitors to sample food from small vendors at the New World Mall food court and along Main Street.
“Our small businesses are restaurants, bakeries, tea shops,” said BID director John Liu. “We want people to experience the flavors that make Flushing unique.”
The economic impact of Small Business Saturday extends beyond individual stores. Studies estimate that for every dollar spent at a local business, approximately 67 cents stays in the local economy through wages, rent, and purchases from other local vendors.
For Queens, where small businesses employ more than 200,000 people, that multiplier effect translates to meaningful economic activity. The borough’s small business sector generates an estimated $8 billion in annual revenue.
Some merchants are using the shopping weekend to introduce new products and services. Lock & Key, a vintage furniture store in Long Island City, will unveil a custom refinishing service alongside its regular inventory of mid-century modern pieces.
“We have been planning this launch for months,” said owner David Chen. “Small Business Saturday seemed like the perfect moment to show customers what we can do.”
The enthusiasm among merchants contrasts with challenges that continue to affect small businesses across the city. Commercial rents, while stabilized from pandemic peaks, remain high in many neighborhoods. Labor costs have risen with minimum wage increases. And the shift toward online shopping continues to pressure brick-and-mortar retailers.
“It is not easy,” acknowledged Gonzalez. “But on days like Small Business Saturday, you remember why you got into this. The personal connections, the regulars who become friends, the ability to curate exactly what you want to sell.”
The Queens Chamber of Commerce will deploy volunteers to participating neighborhoods, distributing promotional materials and helping direct shoppers to small businesses. Social media campaigns using the hashtag #ShopQueens aim to generate awareness beyond the borough.
Weather forecasts suggest favorable conditions for outdoor shopping, with temperatures in the mid-40s and no precipitation expected. Merchants who rely on sidewalk displays and outdoor seating expressed relief after last year’s rainy conditions dampened turnout in some neighborhoods.
For shoppers planning to participate, experts recommend starting early, bringing cash for vendors who may not accept cards, and allowing time to explore beyond familiar stores. Many small businesses offer exclusive products and experiences unavailable from larger retailers.
Small Business Saturday runs from store opening until close on November 29th. The following day, Cyber Monday, shifts attention back to online retail, but some Queens merchants have announced they will extend their promotions through the first week of December.
