This past Saturday, November 29, 2025, marked the 16th anniversary of Small Business Saturday, a nationwide movement that encourages Americans to support their local businesses during the busiest shopping season of the year. For Acton residents, it was another opportunity to discover the unique character and quality that our town’s independent retailers, restaurants, and service providers bring to our community.
Sam Fleming, produce buyer and manager at Idylwilde Farms, said, “This weekend is one of our busiest of the year, with the Thanksgiving holiday and with Christmas right around the corner. Customers like to shop local to ensure top-notch fresh produce, quality meats, and unique groceries for families coming home for Thanksgiving and the holidays.”
He added, “After our turkey orders are complete, it’s a quick turnaround, with Christmas trees and holiday greens filling our front display. Over the years we’ve been able to curate our products to offer an in-depth selection compared to the larger markets, according to our customers’ reviews and recommendations. We maintain a strong connection to the community that allows us to fill specific needs for our customers.”
Paul Swydan, the owner/operator of The Silver Unicorn Bookstore, said, “I believe you asked me to define what Small Business Saturday means to me. It’s easy to define, harder to achieve. We want the community to come out and support us, but that cannot be merely transactional. We cannot just say, ‘Hey this is a holiday, you have to come see us.’ Life doesn’t work that way. People need to feel moved to participate. In order to achieve that, I feel like we need to make a year-round commitment to our community.”
He added, “Whether it’s by hosting food drives, sponsoring youth and high school sports and drama programs, or hosting free events here at the store — book clubs and author events — we need to be constantly committed to our community, if we want to ask the same of them in return. This year, we feel like we’ve done the best job of that that we can do, and we had a great Small Business Saturday as a result. But we never want to take that commitment and effort for granted!”
Andre Sevigny, the owner of Siesta Sleepworks, said, “Shop Small Saturday is an important day for us as a small business. We had many customers and hope people will continue to support not just us but all small businesses in Acton.”
David Christmas, owner of Christmas Motors, said, “Small Business Saturday is all about giving back to the community. That’s why we held the Christmas Motors Blood Drive with the Dana-Farber Cancer Institute again this year.
The story behind the movement
Small Business Saturday began in 2010, created by American Express in response to the financial crisis of 2008, which had devastated small businesses across the country. The timing was strategic. Positioned between Black Friday and Cyber Monday, it offered an alternative to big box stores and online giants, reminding shoppers that meaningful gifts and personal service could be found right in their own neighborhoods.
The initiative struck a chord. Small businesses employ nearly half of the American workforce and form the economic backbone of communities like Acton.
Why shopping local matters
Patricia Costa, Acton’s director of Economic Development, said, “Acton’s small businesses offer a vibrant and diverse shopping experience, with options ranging from clothing and home décor to outdoor gear, toys, and books. Shopping small in town is a chance to enjoy a unique selection of goods thoughtfully curated by local owners, who carefully choose items you won’t find in big box stores. Local markets in Acton also bring fresh and exclusive ingredients that elevate holiday meals, offering seasonal products and specialty items perfect for festive cooking.”
She added, “Beyond the merchandise, small businesses provide personalized, attentive service that makes every visit warmer, more enjoyable, and tailored to family needs. On top of it all, there is a true sense of community as you walk into local stores, meet neighbors, and exchange holiday wishes. Supporting Acton’s small businesses not only enriches the shopping experience but also strengthens the community that makes the town special.”
Patricia Sutherland, the co-chair of Acton’s Economic Development Committee, said, “Small Business Saturday is more than a shopping day — it’s an investment in the character and vitality of our hometown of Acton. Our local businesses are the ones sponsoring youth teams, donating to community events, and remembering something about your last visit before you say a word.”
She added, “When we choose to shop local, we’re not just making a purchase; we’re strengthening the economic backbone of our town. I’m grateful to everyone who got out there, discovered a new favorite spot, and showed our small businesses the support they work so hard to earn all year long. When you think about your holiday gift list, think of the unique and personal gifts and experiences you can find only at your local retailer or service provider.”
Looking Ahead
As we move deeper into the holiday season and beyond, Acton residents have the power to shape our town’s economic future with every purchase. Choosing to Shop Small isn’t just about finding unique gifts, it’s about investing in the community we all share.
Greg Jarboe is the Acton Exchange beat reporter for the Council on Aging and also writes on a variety of topics of community interest. He is a member of the Town of Acton Finance Committee and the Public Works Facility Building Committee.
