Free 'birthday' daisies for Dixie from Gordon Bonetti Florist.

Free ‘birthday’ daisies for Dixie-Sue Bennett Larned from store clerk Desiree at Gordon Bonetti Florist, 474 Silas Deane Highway in Wethersfield, Connecticut.


Write-Up & Photos by Jacqueline Bennett


Now in its sixth year, the idea behind “Small Business Saturday” is to draw consumers to Mom & Pop shops and small retailers across America. The 2015 “Shop Small” day falls on November 28, two days after Thanksgiving.


“Small businesses power the U.S. economy” writes


In his article “Small Business Saturday: The Antithesis of Black Friday” Rohit Arora reports that small businesses in the United States represent 54 percent of domestic sales and 40 percent of all retail jobs. The National Retail Federation said Arora, projects holiday sales for this year will be up 3.7 percent to $630.5 billion creating 750,000 seasonal positions.


“Many generated by small businesses,” he says.


According to Arora, driven by American Express “Small Business Saturday” has been gaining steam over time with 88 million customers having spent $14.3 billion to help support their local economies for the event in 2014. Although small retailers may not be able to compete with retail giants when it comes to pricing, they can offer something else adds Arora – the personal touch.


“Small stores pride themselves on high levels of customer service, the one-on-one attention that big box retailers simply cannot offer,” said Arora.009


That personal touch was apparent on Saturday, November 21 when my sister, Dixie-Sue Bennett Larned, decided to turn in a coupon she had spotted in an area newspaper for a “free” bouquet of daisies from Gordon Bonetti Florist in Wethersfield, Connecticut. It caught her eye she noted, because daisies are her favorite flowers and she thought they would make a nice “gift” for her birthday month. So she brought the coupon in and discovered a lovely florist shop inside an older, brick building along Silas Deane Highway.

Shirley wraps daisies.

Bonetti’s employee Shirley wraps daisies at the Wethersfield shop.



Another woman who had already collected her free bouquet was leaving with a smile on her face. The cordial staff at Gordon Bonetti Florist chose a beautiful bouquet of white daisies for Dixie, which happen to be her favorite among favorites, and placed them inside pumpkin decorated wrap. They took a moment to chat and it turns out Bonetti’s offers free bouquets twice a year. Associated with Foodshare of Greater Hartford, previously they had given away bouquets in exchange for nonperishable food items. The bouquets may be a marketing strategy to raise awareness about the shop and encourage future sales. Yet who could argue that the bouquets are also a thoughtful way to thank existing customers, contribute to the community, or simply brighten someone’s day.


A family business, Bonetti’s, which has a shop in Hartford too, is just one of hundreds of small retailers striving to serve customers amid a tidal wave of big retailers. On November 28, small businesses in America hope the focus will be to “Shop Small”!