WINTER PARK, Fla. – Writer’s Block Bookstore in Winter Park normally considers 200 transactions a busy day, but that number climbs significantly during Small Business Saturday.
According to American Express, people spent about $22 billion on Small Business Saturday in 2024.
Assistant Manager Patty Lopez says the team spends weeks planning deals for customers.
“This is our busiest day of the year leading up to Christmas,” she said. “You can spin the wheel and you can get 10% off. You can get a free T-shirt. You can get a free little mystery book.”
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Right next door on Park Avenue, children’s boutique Tugboat and Bird offered 20% off the entire store.
“It’s a blanket sale and we never do that. So they know it’s even more special with Black Friday and Cyber Monday,” said Area Manager Kim Towers. “We’re buying gifts for our loved ones and it’s that time of year where you’re just excited. People are excited to come in and shop.”
According to the 2025 American Express Shop Small Impact Study, 86% of shoppers said they plan to support small businesses during the holidays — a 12-point increase from a decade ago.
Towers says this season also brings more foot traffic as visitors enjoy local holiday festivities.
“We’re noticing that people are walking the avenue because they turn on the Christmas lights. Park Avenue is just magic during the holidays. Since the lights are on and they start earlier, we’re trying to take advantage of people being out — just about 30 minutes later for them.”
Several of the small businesses plan to stay open Sunday to give shoppers more time to browse and buy.
[MORE: Orlando shops prepare for holiday season]