If you walk out into Depot Square in Peterborough the day after Thanksgiving, you may notice a certain fashion trend among shoppers and storekeepers – plaid is in.
Plaid Friday is the shop-local answer to Black Friday. Through an effort reaching across the state and nationally, the movement is strong in Jaffrey and Peterborough, which have served as “hubs” with local stores encouraging shoppers to wear plaid and spend money locally rather than head to the malls. Several local stores offered deals – some specifically to those that were rocking their plaid in support.
“I think it beats the crowds,” said Barb Morse of Peterborough, who browsed Toadstool Bookshop donning a plaid scarf on Friday. “I hate the malls.”
And if locals don’t support their small businesses, she added, “These stores are going to disappear.”
“I shop local all the time, it’s where it’s on,” said Sarah Bay of Peterborough, who was picking up Advent decorations for her children at Twin Elm antique store in Peterborough. “You have to take care of the people around you.”
But it’s not only about supporting the people in your community, said Jennifer Conolly of Temple, who was scouting Toadstool for a coloring book. “It’s also easier to find unique gifts. Box stores have all the same things.”
And following on the heels of Plaid Friday is Small Business Saturday. Originally a promotion by American Express, which gives rewards to customers who “shop small” at small businesses between now and the end of December, the moniker has taken on something of a life of its own. For the past several years, the New Ipswich Library has offered a hub for local sellers without a storefront to showcase their wares – whether it be Tupperware, candles, or homemade goods.
Heidi Blanchette of Jaffrey, who is a sales consultant with Thirty-One, a company that makes tote bags, said the library event is great for her business.
“I get a lot of cash and carry,” she said.
Gail LaBonne of Rindge, who sells Tupperware products, agreed, saying it’s much easier on the seller. “You don’t have to actively bring them in,” she said. “The customers can come to you.”
Those that have a storefront, such as William Poole of Porter Hill Sweets in New Ipswich, said they have been enjoying the benefits of the “shop local” push as well.
“It really has been pretty busy, both yesterday and today,” said Poole on Saturday. “It’s been pretty steady.”
Willard Williams, owner of the Toadstool Bookshop in Peterborough, said that Plaid Friday sales were about equivalent to last year’s – about three times a normal day – but that he saw an increased awareness of the concept of Plaid Friday.
“About three quarters of the people who came in were wearing plaid,” said Williams. “It was a good day.”
Bill Littles, owner of Steeles Stationers in Peterborough, agreed, saying that with the wet weather on Friday, the day started off slow, and he feared it may have washed out the big holiday shopping day, but as the rain tapered off, business picked up, and he’s on par with the previous year as well.
“The whole weekend was good. Saturday, whether because of the weather, or because of Small Business Saturday, was a better day than Friday,” said Littles.
Kari Lindstrom, owner of The Melamine Cup in Jaffrey, said that Friday and Saturday were “crazy busy.”
“I was impressed with the local turnout,” said Lindstrom. “People clearly voiced that shopping local is still important.”