While Black Friday has been a popular shopping day since the 1980s, Small Business Saturday has been growing in popularity over the past decade. Started by American Express in 2010, Small Business Saturday is celebrated the Saturday after Thanksgiving. According to Farm Bureau Financial Services (FBFS), it was created “to help small businesses gain exposure and to inspire consumers to shop within their own communities during the holiday season.” FBFS also shares that American consumers have spent more than $120 billion at small businesses in the last decade.
Nearly half of Wisconsin’s workforce is employed by small businesses, according to the U.S. Small Business Association (SBA). With many small businesses to choose from, there are countless opportunities to keep your money within your community and our state. SBA also states that, “On average, 48% of each purchase at local independent businesses is recirculated locally, compared to less than 14% of purchases at chain stores.”
Something Special from Wisconsin™ (SSfW) makes it easy to support small businesses this holiday season and all year round! For 40 years, SSfW has been helping Wisconsinites identify locally-made products. Since 1983, the program has been trademarked through the Wisconsin Department of Agriculture, Trade and Consumer Protection. SSfW business members must guarantee that at least half of their items’ ingredients, production, or processing is attributed to Wisconsin. Member businesses utilize the recognizable red and yellow logo as a reliable way for consumers to identify the Wisconsin-made products.
Regardless of who you are shopping for this holiday season, SSfW companies are sure to have the perfect gift. Using the online directory at somethingspecialwi.com, you can browse through product categories — from artisanal and gift to grocery and pet products — and search by location, item, or business name, as well. Website users can explore each business to learn more about the products they offer. The handy map feature on the website can also help you identify companies nearby where you live.
While I travel throughout Wisconsin as Alice in Dairyland, I am honored with the opportunity to visit and often get a behind-the-scenes look at many SSfW businesses! From confectionaries to butcher shops, each has a unique story to tell and something special to offer our communities statewide.
I am honored to be in the middle of my holiday campaign right now, celebrating Something Special from Wisconsin™. Throughout the state, I have been visiting television and radio stations to share some of the amazing Wisconsin-made products available from the SSfW program. Tune in to your local channels and see what wonders I bring to your region!
Additionally, many communities hold Small Business Saturday events throughout November. Visit your local Chamber of Commerce, visitor’s bureau, or community events page to find one near you.
This holiday season and beyond, remember to look out for the red and yellow Something Special from Wisconsin™ logo to support local Wisconsin businesses!
— Ashley Hagenow is the 76th Alice in Dairyland, Wisconsin’s agriculture ambassador who works with media professionals to educate consumers about the importance of agriculture to Wisconsin’s economy and way of life. She can be reached at ashley.hagenow@wisconsin.gov.
