Small Business Saturday: How One Naperville Business Thrives

NAPERVILLE, IL — Despite its population explosion in recent decades, Naperville still manages to keep part of its small-town Americana vibe. The city is rooted in tradition with school pride, parades and friendly faces downtown. A new tradition has taken hold, aiding in the preservation of small-town living. Small Business Saturday is an alternative, or supplement, for some, to Black Friday.

Candy Purdom, a spokesperson from Anderson’s Bookshop, said the downtown Naperville store was on board with the concept from the beginning. It started in 2010 with a lot of helpful promotion from American Express, she said.

“Anderson’s Bookshop, and particularly Becky Anderson, one of the owners, helped launch 'IndieBound Naperville' in 2008, which is the organization that promotes the local independent businesses in Naperville. So this group was a natural for backing the Small Business Saturday effort."

The bookshop doesn't take part in Black Friday promotions. Instead, it will focus on Small Business Saturday, offering 30 percent off one item with a coupon that can be printed from their website. Purdom believes that when patrons buy gifts locally, they’re benefit extends threefold. The recipient gets the physical gift, the local business "will be made a bit stronger from your purchase and you win too, because your community and its uniqueness stays in place."

According to data from the Office of Advocacy’s Small Business Profiles, 99.6 percent of all Illinois businesses are small businesses. Naperville is no exception, with plenty of mom-and-pop businesses around town. Click here to see a full list of Naperville shops and services.

Anderson’s has been a downtown Naperville staple for more than a half a century. Before that, it was a pharmacy since the 1870s. She said personal recommendations are what keeps people coming back. That, and the many big-name book signing events throughout their three book shop locations.

“We are still thriving, even in this age of internet commerce,” she said. Perhaps that is what led to their motto: Find it here. Buy it here. Keep us here.

Image courtesy of Anderson's Bookshop