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Superior stretches Small Business Saturday into weeklong event

More than 45 local shops are taking part in the promotion.
Leslie Hietla looks for a spot for a Poinsettia plant at Artistic Florals By Leslie at 1208 Tower Avenue in Superior on Tuesday, Nov. 23, 2021. Artistic Florals By Leslie will be participating in the Shop Small Superior Week event. Jed Carlson / Superior Telegram
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Superior is super-sizing Small Business Saturday. The focus on local shopping has been extended into a week-long event, Shop Small Superior Week, that spans from Saturday, Nov. 27, to Saturday, Dec. 4.

The pandemic prompted organizers to stretch the event into a full week last year, the first time it had ever been done.

“We wanted to ensure that, you know, both shoppers and business owners felt comfortable having people come into their stores,” said Nikky Farmakes, director of marketing for the Superior-Douglas County Area Chamber of Commerce.

The recent rise in cases due to the delta variant led to a second year of extended deals, promotions and giveaways.

“It’s about making sure that people can get in at their leisure and make sure that they feel safe shopping,” said Katie Nummi Perrault, manager of Nummi Jewelers.



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Response from businesses has been positive. As of Monday, Nov. 22, a total of 46 businesses had signed up for Shop Small Superior Week .

“The more the merrier,” Farmakes said. “This is really a great way to shine a light on all of these wonderful small businesses we have in Superior and Douglas County.”

Shop owners hoped the extended specials would give customers the chance to see what the local business community has to offer.

“One day sometimes just isn’t enough time,” said Leslie Heitala, owner of Artistic Florals by Leslie.

“I hope it reminds people to explore,” Perrault said.

Folks who haven’t been downtown in a while might be pleasantly surprised, Farmakes said. There are still some empty storefronts, but the landscape has changed.

“We’ve added so many new businesses even despite the pandemic. It’s so exciting to see. We’re really a boomtown; there’s a lot going on,” she said.


The list of Shop Small Superior Week participants runs the gamut, including a free waffle with a purchase of a $50 gift certificate at Superior Waffles; gift basket drawings at Art on the Planet and Wine Beginnings; free totes and gifts with purchases at Cedar Barn; half-price haircuts and styles at Black Fox; holiday cookies samples and a rotating list of specials at Twisted Pastries; specially-priced winter bouquets and fresh flowers at Artistic Florals by Leslie; a sale price of $99 on Nummi Jewelry’s popular shimmer pendants and earrings; $10 off a purchase of $50 or more at Shade in Lake Nebagamon; and more.

“There is a place to shop in your backyard,” Farmakes said, and for every dollar spent in a local business, 70% stays within the community. “It’s just such a fantastic way to support your friends and family.”

At a time when supply chain shortages are causing a backlog for some stores, people can find something new at a local shop. Despite some shortages, Hietala said, each business has unique things available.

“They might be experiencing some of the same thing as the bigger box stores, but they’re going to have the little niche items that you can utilize for a very thoughtful gift,” Farmakes said. “It might not be what you’re looking for, but it might be what you need.”

Perrault said she expects to be busy during the week, but hopes to find time to check the deals at neighboring shops like Kindred Stone & Co., Angie's Closet and Wildflower Boutique. Even without a special focus on local businesses, she said, shoppers in the area are truly Superior.

“We are in a beautiful and wonderful community, and Superior shops small no matter what,” Perrault said. “So whether it’s a day that they’re promoting it or a week, we’re here for our customers and they’re always shopping here.”

Related Topics: SMALL BUSINESS
Maria Lockwood covers news in Douglas County, Wisconsin, for the Superior Telegram.
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