In an era when online shopping has become ubiquitous for both large and small businesses, the Bainbridge Island community continues to support its local economy through in-person transactions.

On shopping holidays like Small Business Saturday, which occurred Nov. 29, foot traffic drives the majority of sales, and BI businesses respond with community-building events — even in places outside the main commercial corridor.

Small Business Saturday is a marketing initiative started in November 2010 by American Express that aims to encourage consumers to purchase holiday gifts and other goods at the local level, rather than at corporate businesses or online, following Black Friday.

“Small businesses are at the heart of every community — they bring people together, create opportunity and give neighborhoods their unique character,” said Jennifer Skyler, chief corporate affairs officer at AMEX, in a press release.

AMEX reports that since its launch in 2010, U.S. consumers have spent an estimated $223 billion at small businesses on Small Business Saturday, and that on average, small business owners expect nearly 20% of their annual revenue to come from sales on Small Business Saturday alone. A company impact study also found that in 2025, 86% of consumers said they are likely to shop at a small business, either in person or online — including nearly 90% of millennials and Gen Z consumers.

But for some Bainbridge businesses, a customer base that shops small is the norm — and it’s not just tourism that drives sales. Several businesses with locations outside of the main commercial corridor on Winslow Way report that the BI community supports them in person, year-round.

Jeff Tweiten at Harbor Square Wine Shop and Melanie Peters at Rockin’ Ruby’s Records each observed that, despite having products available online, face-to-face sales are the norm for their business.

“Though we just launched a website, it’s mostly reserved for collectible items, guitars/amps and HiFi gear. We are a proud brick-and-mortar store, and our Bainbridge location has been a great way to connect with our local community on Bainbridge Island. We do 99% of our sales person to person, coffee by coffee and record by record!” said Peters in an email.

Tweiten noted the same, but added that foot traffic on the east side of Winslow can be a challenge. “This is a challenge we have been facing for twenty years,” said Tweiten. The wine shop held a sale for Small Business Saturday, and saw a strong week leading up to Thanksgiving, he said.

“Just remember, your small businesses, a lot of the time, can beat or match those big box and online stores. We will also give you the service you deserve,” said Tweiten.

Farther out of Winslow, Bay Hay and Feed in Rolling Bay saw the same, because the general store does not sell any products online, explained owner Els Heyne.

“We all know that as a consumer, if you spend your money locally, it will come back to you. Amazon is not going to support our community — sometimes, people don’t think about that,” said Heyne. “I say this for all local businesses: it’s important that the community supports us, because we support the community. We’ve said it before, but it’s always an important reminder.”