In the Bay Area, shoppers flocked to local markets and stores on Small Business Saturday, demonstrating their commitment to supporting community establishments. The weekly Saratoga Farmers’ Market served as a focal point for this initiative, where residents engaged with local vendors and explored a variety of offerings.
Among the attendees was Maria Foss, a San Jose resident who purchased a handmade wreath for $100 from Ruvalcaba Nursery of Monterey County. Foss, who frequents the market every Saturday, expressed her enthusiasm for supporting local farmers and vendors. “This is California. This is what we’re all about,” she stated. “I want to keep all our local vendors and farmers supported. We all have to participate.”
Phil Ruvalcaba, who runs the flower stand with his wife, noted that while business has been good this year, the seasonal nature of their products necessitates creativity to meet customer expectations. “You don’t have to be a farmer to know things are pricier,” he remarked, emphasizing the rising costs of raw materials.
Another regular shopper, Destiny Badal, praised Ruvalcaba’s customer service. She left the market with around 18 bunches of flowers for a client’s birthday bouquet, showcasing the marketplace’s vital role in connecting consumers with high-quality local produce.
The market featured diverse goods, including almond butter, fresh vegetables, and artisanal bread. Cindy Price, a Sunnyvale resident, highlighted her commitment to health by purchasing pioppini mushrooms from Far West Fungi, a Santa Cruz-based mushroom farmer. Price, a nurse, values the opportunity to try new items and appreciates the freshness of her purchases. “When I haven’t seen something before, I ask about it and try something new,” she shared.
Another dedicated customer, Amy Wessner from Mountain View, has been visiting the market for nearly eight years. She prefers the Saratoga location due to its less crowded atmosphere and consistently buys around 80% of her weekly produce there. “I know it’s a little more expensive, but it lasts longer and it’s good quality,” she noted.
The support for local businesses extends beyond the farmers’ market. Small retailers in the region also rely on community patronage. Maryam Handley, visiting her daughter in Mountain View, stood in line at Black and Brown, a vintage clothing shop in San Jose. Handley expressed her allegiance to small businesses, stating, “If we do any Black Friday shopping, it’s at small businesses.”
On this particular Saturday, Monisha Murray, the owner of Black and Brown, hosted her biggest event of the year—a courtyard sale that drew eager shoppers. Patrons waited in a line stretching down half a block, ready to sift through piles of clothing and accessories for just $10 per grocery bag.
Murray, who began her business in 2005, has experienced significant growth but acknowledges ongoing challenges as a small business owner. “It’s tough. … It’s survival, but I have a great team,” she said. Despite facing competition from online resale stores, she remains committed to her mission of serving the San Jose community. “The community really supports us. They want us here as much as we want to be here,” she emphasized.
The collective spirit of Small Business Saturday resonated throughout the Bay Area, as shoppers and vendors alike celebrated the importance of supporting local establishments. This annual event not only boosts sales but also strengthens community bonds, highlighting the essential role small businesses play in the local economy.
