Running a small business is not for the faint of heart, especially on the eve of Staff and economic challenges post-pandemic. Despite the obstacles, entrepreneurship is growing: the US is using an average of 430,000 new business apps per month in 2024. 50% more than in 2019.
Busy holiday shopping season, where the average purchases of November and December 19% of total retail sales for the yearis underway, and a particularly important event for small business owners will take place on November 30: 15th Annual American Express Small Business Saturday.
“Founded American Express Small business Saturday in 2010, coming out of the US financial crisis, to help boost consumer spending in small businesses when they needed it most,” says Elizabeth Rutledge, chief marketing officer at American Express. “Since then, the has sparked a movement and really had an impact, with consumers reporting spending over $200 billion at small businesses.”
Related: 21 simple ideas for a successful small business Saturday
Commitment to support small businesses coincides with a growing desire to shop small: 85% of consumers, including 88% of millennials and Gen Z, say they are likely to shop small this holiday season, according to 2024 American Express Shop Small® Impact study. Additionally, among those millennials and Gen Z consumers who plan to shop on Small Business Saturday, 52% say they plan to spend more this year than last year.
This year, American Express will celebrate Small Business Saturday with a special performance by multi-platinum singer-songwriter Noah Kahan and a holiday pop-up market in Charleston, South Carolina, which boasts a vibrant small business community.
American Express will also donate $1 to the US Chamber of Commerce Foundation every time an Amex card user small shops on Nov. 30 to help recover small businesses affected by Hurricanes Helene and Milton.
Additionally, whenever an Amex® Card Member makes a purchase with their eligible card at a small business in the US at Buy Small® Map on November 30, American Express will donate $1 to the US Chamber of Commerce Foundation to help the recovery of small businesses affected by Hurricanes Helene and Milton.
Related: 77% of small business owners say this channel is driving the majority of their sales now
The entrepreneur sat down with Daneen and Pascal Lewis, the married co-founders of Harlem Wine Gallery in New York City, to learn about their business – and how Small business Saturday it helps him grow.
Image Credit: Courtesy of Harlem Wine Gallery
The Lewises were inspired by it start their own business because they often had to travel downtown to buy the wine they liked to drink: organic, natural wines from small producers. The couple opened Harlem Wine Gallery in December 2016. Neither co-founder had entrepreneurial training, but their fashion backgrounds (Pascal as a makeup artist and Daneen as a fashion designer) HAD it prepared them to adapt to new environments and work with many different types of people.
“We believe in the type of wine we want to sell.”
Harlem Wine Gallery's commitment to carrying wines from small producers served as the foundation for the entire store, but staying true to that vision also presented one of the biggest business challenges, says Daneen.
“Five times a day, (people) might ask for a particular brand that we don't carry,” she explains, “and then if that day, your numbers aren't that good, you say to yourself, Oh, am I doing the right thing? Should I keep this brand? But we don't believe in that. We believe in supporting small producers. We believe in wines that have no flavor additives. We believe in the type of wine we want to sell.”
Today, Harlem Wine Gallery carries the largest selection of wines made by red winemakers and Black-owned wine companies in the New York metropolitan area, in addition to a large selection of local New York State and still wines, according to the store's website.
Harlem Wine Gallery has continued to grow as it honors its original purpose. “Every year, our income increase,” says Daneen, “from 17% to 21%.” Pascal built a tasting room in the back where the business hosts visiting winemakers and private events, and the store also holds free tastings on Fridays in the front. store .
“We all have an ongoing social media campaign.”
The co-founders are also gearing up for their third year participating in Small Business Saturday. Seven other area businesses will join Harlem Wine Gallery in offering 15% off to mark Small Business Saturday's 15-year milestone. For example, consumers can expect 15% off a case of wine from Lewises or 15% off Under the house — then enter a raffle to win an item from the business, like a bottle of wine or fresh pasta.
“We're very excited about this because in years past, maybe only two of us have partnered, but now it's seven or eight businesses,” says Daneen. “We will all have uniform posters in the window and we all have one social media campaign it's going on.”
Image credit: Courtesy of Harlem Wine Gallery
“(We want to) continue to be this entity that is dynamic and highly regarded as trustworthy and knowledgeable.”
As the Lewises look to the future of Harlem Wine Gallery, they're excited to see the business continue to build on its original vision—and attract new customers along the way.
“(We want to) continually be this entity that's dynamic and highly regarded as trustworthy and knowledgeable, and all the things that give people that confidence when they walk in the door that, They respect me and I'll take something that maybe I don't know but they're real people and I'll support that business and their recommendations“, says Pascal.
Harlem Wine Gallery launched its wine club a few months ago, which offers subscriptions at three-month intervals, and has already seen most patrons renew their memberships.
The Lewises also attribute much of their business's success to a hands-on approach that has never wavered since the store's early days.
“We are successful because Pascal and I are present,” says Daneen. “We're here. We're running every day. We're sweeping the sidewalk outside, selling wine inside, dealing with customers. We're talking to customers for everything, not just for wine. It's a community hub, and being present in your business is extremely important for a small business, (and for) any type of business.”