In a recent article, small business expert Gene Marks shared the unconventional argument that Small Business Saturday is unimportant at best, and insulting at worst. I respect his position and can certainly understand the underlying argument he was trying to make. Unfortunately, I believe his approach is overly cynical and misses the mark. As the CEO of a company whose sole mission is to educate, encourage, and support small businesses, I must take this opportunity to present a counter-argument.
Argument 1: Small Businesses Demand Attention On Small Business Saturday
This point is valid. It is also the point of marketing to attract the attention of potential customers. Admittedly, Small Business Saturday was not created by small businesses. In truth, it was created by American Express for a number of PR and marketing reasons. AMEX’s motivations aside, this shopping holiday directs focus onto small businesses and the local communities they serve during the busy holiday shopping season.
If a small business seeks to take advantage of the rare opportunity for free advertising bankrolled by a major corporation, who are we to stop them? As a company who provides small businesses with access to financial resources, I have to get behind a holiday (artificial though it may be) that brings attention to small businesses.
Perhaps small businesses truly are demanding attention on this one day of the year devoted to the value they bring to their communities. But is it really so troubling that small businesses make a momentary appeal for support amidst the suffocating din of holiday advertisements from their larger, more resourced counterparts? Why not make the most of the opportunity?
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