After Thanksgiving a String of Days for Shopping and Giving

BY JUDY O’GORMAN ALVAREZ

Gifts and gatherings take center stage come the holiday season, which for many in the United States begins on Thanksgiving and continues until New Year’s Day. During that time, families gather to exchange gifts, break bread, celebrate their faith, and toast the year to come. After a year and a half of lockdown and losses, many people are more than ready to do some holiday shopping. And in the days after Thanksgiving businesses and organizations try appeal to everyone.

Black Friday, Small Business Saturday and Cyber Monday are some of the more widely known retail holidays following the day of thanks, offering deals on everything from electronics to clothing to books. But if the COVID-19 pandemic has taught us anything, it is that now is also the time to think of those less fortunate and support charities and nonprofits we believe in.

WRITE A CHECK OR CLICK A BUTTON, GIVING TUESDAY SPREADS HOLIDAY CHEER

Giving Tuesday, celebrated on the Tuesday following Thanksgiving, helps raise awareness that charity is an important component of the holiday season. The nonprofit services company Neon says nearly one-third of all annual giving occurs in December, with 12 percent happening over the final three days of the year. Giving Tuesday, which falls on Nov. 30 this year, is positioned right in the midst of the most popular time for charitable giving. What makes Giving Tuesday unique is that it is largely fueled by the power of social media and collaboration. The day was actually created by the 92nd Street Y, a cultural center in New York City that has been instrumental in bringing diverse groups of people together with the goal of giving back through service. The 92nd Street Y and the United Nations Foundation came together in 2012 to help form a day that was focused on the generosity of giving during the holiday season – Giving Tuesday. Technology plays a big role in uniting people for Giving Tuesday. Charities – big and small, international and local – reach out through mailings and especially online messages for donor support on the days leading up to that Tuesday. But the success of the program is thanks in large part to the general public, which has both spread the word and made hefty contributions.

Nonprofits in the Two River area welcome the day and the generosity it sparks in many people. Food banks, relief and support groups, as well as arts, education and conservation organizations, to name a few, reap the donations of the day. Mary’s Place by the Sea, a respite home in Ocean Grove for women who have been diagnosed with cancer, kicks off its annual appeal season on Giving Tuesday. “We just had this house full of volunteers for eight days stuffing 10,000 envelopes for mailing,” said Michele Gannon, executive director. “So we’re so glad to send them off with a prayer and a kiss on each one. And that’s what starts Giving Tuesday for us.” According to Gannon, even though Giving Tuesday is more of an online social media campaign, they have a good response each year. “We make that whole day festive with FaceTime Live, live presentations and chatting with people and interacting with our followers,” she said. “And this year, we’re also having Quincy Mumford do a short performance, and that will also let people know about the holiday show at the Stone Pony Dec. 3. “It’s just an exciting time and it’s a good way to reach out to the community and let them know what we’re doing and how we rely on them heavily,” Gannon said. “I think often times during the holiday season everyone feels pretty frenetic and scattered and pulled in many different directions,” said Doug Eagles, executive director, Boys & Girls Clubs of Monmouth County in Red Bank. “And it’s easy to kind of forget about the work of good nonprofits that are in our community doing hard work every day to serve the broader community. So Giving Tuesday kind of creates this little opportunity for us to just say, ‘hey, you know, we’re here,’ ” he said. “While you’re shopping and celebrating you also can remember organizations like the Boys and Girls Club.”

Many charities are able to secure a donor who will match the gifts. According to Nonprofits Source, mentioning matching gifts in fundraising appeals results in a 71 percent increase in the response rate and a 51 percent increase in the average donation amount. “We had a generous donor commit to matching dollar-for-dollar anything we raise up to $10,000, so we’re excited,” said Eagles. Before donating to any organization, the Federal Trade Commission recommends doing the research, offering guidelines on its website at consumer.ftc.gov/articles/ before-giving-to-charity.

HOW TO MAKE THE MOST OF SMALL BUSINESS SATURDAY

The good times and gatherings that are such a big part of the holiday season were absent from many celebrations in 2020. Though the COVID-19 pandemic is ongoing, the successful rollout of various vaccines should make the coming holiday season feel more normal. That means gift exchanges and gatherings are back in play. Savvy celebrants recognize the benefits of shopping early, and Small Business Saturday is a great chance to get back in the holiday swing of things while supporting the local businesses that make communities so unique. This year Small Business Saturday falls on Nov. 27.

• Plan ahead. Small Business Saturday takes place each year on the Saturday after Thanksgiving in the United States. Since its inception in 2010, Small Business Saturday has grown in popularity. American Express estimates that 110 million people participated in Small Business Saturday in 2019, which underscores how shoppers can benefit from planning ahead. Research sales and inventories of local businesses you want to support so you’re ready to go come Saturday morning. Doing your homework can make it easier to navigate the crowds and make sure you find the items you’re looking for.

• Check your social media feeds. Many small businesses have recognized the value of communicating directly with consumers through their social media feeds. Throughout the day, shoppers can keep an eye on Facebook, Twitter and Instagram to learn about special sales or events. In addition, shoppers can share their shopping experiences via their own feeds. Many small businesses rely on word- of-mouth from existing customers, so this can be another way to show your support for the establishments that call your community home.

• Reserve a table at your favorite restaurant. A great meal with friends and family can be an ideal way to cap off a day of shopping; it’s also a great way to support a local restaurant. It’s worth noting that a National Today survey of 1,000 shoppers focused on Small Business Saturday shop- ping habits found that food and groceries were the most popular things to buy locally. Saturday is traditionally a popular night to dine out, and that popularity is even greater on Small Business Saturday. Shoppers can ensure they aren’t waiting for a table by booking a reservation in advance.

The Eastern Monmouth Area Chamber of Commerce (EMACC) is part of the American Express Shop Small Neighborhood Champion program this year. “With small business being the backbone of the economy, the tradition of shopping small business is the best way to support our local economy,” said Jill Stryker, marketing and community relations manager, EMACC. “I think last year was extremely challenging. A lot of our businesses offer curbside pickup and delivery to increase their business during this Small Business Saturday and all season long. Our members went out of their way to support each other and our community by shopping local. This year, I believe, more people are out and shopping and visiting the stores. So I think this year is going to be an amazing year for our local businesses.” As a Shop Small Neighborhood Champion, EMACC, which has been in business in Red Bank since 1928, is distributing Shop Small with AMEX tote bags to its members which include promotional items to share with the community for Shop Small Business Saturday. The tote bags include window clings, store signage and AMEX face masks while supplies last. “Our EMACC members are excited to be a part of the Shop Small Business Saturday as a start of the holiday retail season,” said Stryker. “We encourage everyone to support your local businesses this holiday and all season long.”

The article originally appeared in the November 18 – 24, 2021 print edition of The Two River Times.