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During pandemic, Small Business Saturday's message is more important than ever

Business owners say while it's important for them to get support from customers, they also like to support each other.

MIDDLETOWN, Conn. — Every holiday season there is a push to shop local, with Small Business Saturday following Black Friday. However with many businesses struggling to keep their doors open, this year the support is crucial.

"It's hugely important, especially this year during covid," said Johanna Bond, vice president of the Middlesex County Chamber of Commerce.

Main Street in Middletown is lined with plenty of small businesses that have had to adapt and change because of the pandemic. Changes such as adding special shopping hours, offering online shopping, and more.

"We don't look at like it's a challenge, we look at it like it's an opportunity and I think that's what a lot of the small business community has done, is really looked at the opportunity on how to expand what they do and really be creative and really bring a great socially distanced, safe environment to patrons," said Bond.

In Wethersfield, the Old Wethersfield Country Store is a small business that supports small businesses. They sell products made locally right here in Connecticut.

"Everything from dairy products, to our candles, to our t-shirts, to our cupcakes, they're all made from local vendors," said Natasha Franklin, owner of the store.

Business owners say while it's important for them to get support from customers, they also like to support each other.

"We share ideas, and we share different approaches," said Vincent Federici, owner of Drumroll Coffee Roasters in Wethersfield. "It doesn't just stop with the customers coming in, you know we want to support our friends as well," he said.

The goal is for everyone to do their part, to keep their communities going during a very tough time.

"Customers know how important it is to support these businesses because you're really supporting people's livelihoods and you are familiar with those people, so I think it gives kind of a personal face to those businesses," said Federici.

"Supporting small businesses, you're really could be giving money to families that are just trying to get by," said Franklin.

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