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Mom-and-pop retailers gear up for Small Business Saturday, as towns try to stoke excitement

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Last year, shoppers spent $17.8 billion on Small Business Saturday, the highest of any year.

In 2018, an estimated 104 million consumers shopped during Small Business Saturday, according to American Express, the event's creator.

In 2018, an estimated 104 million consumers shopped at independent retailers and restaurants on the Saturday after Thanksgiving. They spent $17.8 billion, the most since the shopping event was created byThe Olive Tap "Our village prides itself on the small-town feel and personal attention to shoppers with unique and beautiful items," said Laurie Wilhoit, marketing communications manager for the Historic Downtown Long Grove Business Association.Between 500 and 700 people participate in the event, according to Wilhoit.. "We don't see that many people on an average week. In the summer, it's busier but in this area it gets pretty cold, so people are more prone to shop online.

 

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