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Business & Tech

Black Friday Rather Low Key at Area Small Businesses

Locally owned shops were relatively tame on the biggest shopping day of the year, but they're hoping things will pick up on Small Business Saturday.

Strolling through The Village of Wauwatosa and The Plaza shopping center in Brookfield on Friday morning, one thing was noticeable.

It wasn’t the obscene amount of pushy shoppers fighting for the best deals, but rather the lack of people out and about.

Still, there were a few locals who decided to ditch the big deals and big stores for a more low-key way to shop on Black Friday.

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Karen Wilman-Salituro, owner of Go Green in The Village, said business in Wauwatosa is great, but with all the great deals at the chain stores and mall on  Black Friday, people are shopping there first.

“We definitely have to compete with Black Friday,” Salituro said. “But after this day, business will go back to normal.”

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More of the same was found in Brookfield, although businesses were seeing more support from consumers.

An employee at Tickled Pink, located in The Plaza at Blue Mound and Calhoun roads in Brookfield, was surprised to see a fair number of people shopping at places other than Brookfield Square mall and large department stores.

“Shopping local is very important,” said the employee, who did not want to be named. “And we offer things the mall can’t, like unique merchandise and outstanding customer service.”

Shoppers agreed that larger stores were lacking providing great customer service, but added that some of the deals were just too good to pass up.

Janet Allen of New Berlin said she understood why people shopped at malls and department stores, but also said shopping local is good not only for the local economy but to find that distinct gift you are looking for.

“It’s hard for local shops to advertise and it is more convenient to shop at a mall for one-stop shopping,” said Allen. “Shopping local is good if you are looking for different and specific items.”

Irene Skipper of Elm Grove hit the stores with her mother and believed in the idea that supporting local businesses supports the people.

“Places like Tickled Pink are unique boutiques,” she said.

Nancy Kopka, who was shopping in Brookfield Friday, agreed.

“It’s unfortunate the big stores and malls take over today because you find really unique things in the local shops,” Kopka said.

Black Friday might steal the spotlight from local businesses, but local merchants are hoping to get a boost on Saturday with the second annual , a national "shop local" effort sponsored by American Express.

Wilman-Salituro is prepared for Saturday and knows residents of Wauwatosa and the surrounding areas believe in supporting local businesses.

“We are ready for it,” she said. “We know people love to support The Village and that they are very educated on the issue.”

Businesses in the area are optimistic about the national movement as well.

Theresa Erdmann, an employee at Wauwatosa's Oro Di Oliva said: “We are hoping a lot of people come out during Saturday, and we know people like to support local and community businesses.”

Oro di Oliva, which is located in The Village of Wauwatosa, said the outlook for the holiday season is looking good. Go Green, Tickled Pink and other stores also said business is better than last year.

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