Longtime DeLand Bookstore owner Janet Bollum said shopping locally during holiday gift shopping season wasn’t just essential for small businesses like hers. Local spending also has a positive impact on the whole community.

“First and foremost, when you spend money locally, it gets recycled locally,” said Bollum, owner of The Muse Book Shop for 41 years. “Every dollar you spend locally, they say, is recycled nearly seven times. If you don’t want a virtual city center, if you want a real city center, you have to support it.

Saturday is “Small Business Saturday,” an event that American Express officially started in 2010. It always falls on the last Saturday in November, right after Thanksgiving. It is estimated that many small businesses earn up to 25% of their income during the holiday shopping season.

In 2020, many local businesses across the country suffered during the holiday shopping season as the COVID-19 pandemic brought down spending for shoppers as a whole. Hope is for a rebound this season.

Bollum said the success of downtown DeLand depended on small local businesses.

“With all of our parades and festivals that we have, downtown is like a community center,” Bollum said.

The Muse bookstore offers a range of book titles for every reader.

“We are a new antique bookstore,” she said. “So we try to have the best of both worlds. We try to have all the new releases and the paperbacks, but we have some unique books that really make amazing gifts.

The bookstore will offer free gift wrapping on Saturday.

“We want to keep them employed”

Harry Allen owns Daytona Magic on Beach Street in Daytona Beach. He has been in business for 55 years and said local buyers keep him in business.

“We have about six eight people working here and we want to keep them employed,” Allen said. “It’s really simple. To keep us in business and keep our people in business (people have to buy locally). We kept them employed during the pandemic. “

For magic enthusiasts who don’t go locally, the store also sells online.

“We are mail order and we ship all over the world,” he said. “So we have an online presence. But we have a big showroom and people come from all over the world. When they’re in Florida, they want to come and see the showroom. So that’s very important because it keeps us in business. . “

Daytona Magic offers a large inventory of magic goodies for beginners and advanced magicians.

“We are dealing with all the big stars like David Copperfield, David Blaine, Criss Angel, Penn and Teller,” Allen said. “We make our own magic kits. We take care of everything from close up magic to big stage illusions. We also do all the jokes and new stuff. So if you want to come for a rubber chicken, a buzzer to main, we have all the traditional gags. “

Nicole Salomone, owner of Nicole’s Beach Street Mall, said shopping at local small businesses keeps money in the community.

“It (doing local shopping) provides a personal experience,” said Salomone, 39. “You distance yourself from the community by shopping online. Supporting local businesses creates and maintains jobs.

Salomone has owned her store for 16 years and has something for everyone.

“It’s an eclectic mix of antique collectibles, furniture, home decor, gift items and artwork,” said Salomone. “Someone could get a magnet for their fridge or some very expensive piece of furniture or an antique. So we just have a mix for everyone. I’ll probably be doing 20% ​​off the whole store for small business on Saturday. “

“The highest productive income”

Tammy Tischler, owner of Finishing Touches Home Goods in Ormond Beach for just over a year, said Small Business Saturday is an important time of year for small business owners like her.

“Small Business Saturday is definitely the most productive day for my business during the year,” Tischler said. “You are definitely going to have more income on this day than on any other day of the year. But really the most important thing about this day is the exposure it gives you. More people will come to find out about your business.

Home Goods is an interior decoration store.

“I offer home decorations, home accents, gifts, statement pieces and a curated collection of home accents built around particular color schemes and styles,” she said. . “I specialize in Modern Coastal, Bohemian and Hollywood Regency styles. When I keep buying trips I try to organize the collection around these specific groups and add it in some way.

Tischler said it wasn’t the revenue Small Business Saturday generated that day, but loyal customers.

“It continues to generate business throughout the year,” she said. “Maybe they’re not in the market that day for what you have in your store, they’ll come back later.”

Tischler said there is a downside to shopping online.

“If you don’t know what to look for, you could be searching for hours through thousands of items,” she said. “You’re not going to get this personalized help. If someone shows me a picture of their entry table, I show them how they can improve their layout.

Like other small local businesses, Tischler said she goes above and beyond for her customers.

“I am looking closely online to see what might be the cost of certain items,” she said. “If I can’t compete and when I say compete, I mean be 10% below what I can find online. So if I don’t think I can do that, I probably won’t buy the items, you know, or I’ll cut my margin on that particular item.

About the stores in this story:

The Muse bookstore

112 S. Woodland Boulevard

(386) 734-0278


Daytona Magic, Inc.

136 S. Beach Street

(386) 252-6767

Daytona Beach

Nicole’s Beach Street Mall

140 N. Beach Street

(386) 252-3033

Daytona Beach

Mon-Sat 11 am-5pm

Sun 12 p.m. – 4 p.m.

The final touch

142 boul. E. Granada, office 106

(386) 882-0682

Ormond Beach

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