Mellow Monkey Gifts and Home Décor

11th Annual Small Business Saturday® Begins on November 28th

Mellow Monkey Gifts and Home Decor has announced that as a member of the American Express® Neighborhood Champion Program, it is encouraging consumers to shop with local, independently owned small businesses as part of the 11th Annual Small Business Saturday, which begins on Nov 28 and continues all holiday season long. Created by American Express in 2010, Small Business Saturday celebrates the impact small businesses have on communities across the country, and is a celebration of the positive impact they have on communities across the country. American Express works with organizations and independent businesses to provide solutions that support communities and uplift local economies. Learn more and connect with us on,, and

For the fourth year in a row, Mellow Monkey has led the Shop Small effort in cooperation with the Town of Stratford Department of Economic Development by promoting “Shop Small Stratford.” a town-wide effort that highlights small businesses in the town of Stratford and what they have to offer. This year’s Shop Small event is particularly challenging given the fluid nature of the pandemic and its impact on small businesses.

According to Howard Aspinwall, “Historically, Shop Small Saturday has put a focus on getting consumers in the doors of small businesses. This year, restrictions on occupancy and any potential lockdown measures make this year’s event a challenging one. To address that, we’re encouraging businesses to plan for both scenarios – in particular, to ensure their online and social media presence is ready and up-to-date, and their alternative fulfillment processes (local delivery, curbside pickup and shipping) are clearly communicated to consumers.”

“At Mellow Monkey, we are actively encouraging our customer base to get out NOW and shop with small businesses in advance of the event by incentivizing them to do so. The store will reward customers with shopping discounts on Shop Small Saturday when customers present receipts for purchases made with other Stratford Small Businesses from November 13th through November 28th (Shop Small Saturday).”

“Mellow Monkey is also cross-promoting other independently owned “retail stores” regionally and in its same vertical market. While technically we all sell gifts and home décor, our primary competition is not with each other, but with national and online brands. Working together, we are stronger as a collective by reminding and encouraging consumers to do their holiday shopping with small business retailers.

Specifically in retail, it’s important to remember small businesses needed to tap into a financial reserve during the Spring lock down – a cushion that came from holiday sales in the previous year. Without the benefit of holiday sales this year, most retailers would find it difficult if not impossible to survive into 2021. The impact of shuttered small businesses in 2021 would be extensive and noticeable because they have given back to the community many times over and also make up the fabric and color of the communities they operate in.” Howard Aspinwall, Owner, Mellow Monkey Gifts and Home Decor

In order to drive shoppers to Shop Small® this Nov 28, Mellow Monkey Gifts and Home Decor is participating in the American Express® Neighborhood Champion Program to spotlight small businesses and the impact they have on communities. According to the 2019 Small Business Saturday Consumer Insights Survey, 97% of consumers who
shopped on Small Business Saturday agree that small businesses are essential to their community and 95% reported the day makes them want to shop or eat at small, independently-owned businesses all year long, not just during the holiday season.

Since it started in 2010, consumers have reported spending an estimated $120 billion across all Small Business Saturdays combined. Merchants and consumers can learn more about Shop Small, Small Business Saturday and how to get involved by visiting

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