GREENFIELD — Up and down Main Street, sales signs beckoned people inside clothing shops, thrift stores and bookstores.
One day after nationwide chains boasted of discounted TVs and appliances for Black Friday, mom-and-pop shops had the focus on them for Small Business Saturday.
“It went well. It went very well,” said Justin Vincent, who co-owns Hens & Chicks, a consignment shop selling clothes and — this time of the year — holiday-themed items.
Vincent and his wife, Melinda Barnes, purchased the store in June, and experienced their first Small Business Saturday, which, in its ninth year, is a shopping holiday designed to bring awareness and business to local merchants.
Hens & Chicks ran a store-wide, 20-percent-off sale and, according to Vincent, it worked.
“People have definitely come in and said it’s actually because of Small Business Saturday that they’re in here,” Vincent said.
Across the street, at Goose thrift shop, owner Astranada Gamsey said that Small Business Saturday has drawn in more and more customers each year.
“It’s a great idea. I don’t think it’s quite a thing yet in the minds of most people,” Gamsey said. “But today the response was really good.”
In Greenfield, she said, there are a variety of non-chain, niche stores like hers all within walking distance, and that people can consciously boost the local economy by walking and shopping on only a block or two.
“Greenfield finally has a nice array of small stores like this,” Gamsey said.
Because many of the small shops don’t have much of an advertising budget — or any at all — Small Business Saturday is particularly important, Gamsey said.
“It reminds people that it’s more important to frequent these local businesses,” Gamsey said.
Ellie Richardson, owner of Moldavite Dreams on Main Street, said that doing business in Greenfield is hard, and that things have slowed down in recent years.
Nonetheless, in “trying to stay positive,” she focused on Small Business Saturday, which was successful for her store compared to most weekends.
“Today was a good day,” Richardson said. “It’s a jumpstart.”
Reach David McLellan at dmclellan@recorder.com or 413-772-0261, ext. 268.