Shop Small to Win Big returns for start of the holiday shopping season

This time of year ushers in several traditions: Thanksgiving, holiday decorating, maybe some travel and shopping for friends and family.

Now, an initiative launched during the height of the COVID-19 pandemic finds itself securely on the list of annual area traditions — Shop Small to Win Big.

The 10-day event was initially launched in April 2020 to focus attention on small businesses along the Route 422 corridor in Chester and Montgomery counties. Initially held every couple of months that first year, Shop Small to Win Big eventually transitioned to an annual event that kicks off the day after Thanksgiving.

By submitting receipts from participating businesses during the 10 days, shoppers have the opportunity to win gift cards from those businesses — a lot of gift cards.

This year’s third annual event kicks off on Friday, Nov. 24, and runs through midnight Sunday, Dec. 3.

Shop Small to Win Big was the idea of marketing professional Chris Lerch, who launched the first event in April 2020 when so many businesses were shut down or not operating at full capacity because of the pandemic.

Lerch said he wanted to do something creative to help lift sales for the businesses.

“All the businesses were struggling and trying to find unique ways to make any sort of sales,” he said. “A lot did promotions, but it’s hard to stand out when everyone is doing promotions.”

The initial goal that first year was 20 small businesses, generating $2,000 in gift cards for shopping small during the event. Instead, 86 businesses signed on, and the winner received $8,600 in gift cards.

“It got a ton of attention and generated more than $75,000 in sales for the businesses that first week,” Lerch said.

How Shop Small to Win Big works

To participate, businesses along the Route 422 corridor donate four $25 gift cards or gift certificates. Those shopping at participating businesses during the 10 days submit their receipts to be entered to win. They must spend at least $50 in the transaction they are entering.

At the end of the event, Lerch holds a Facebook Live event, using a number generator to select the winners.

This year, there will be three winners with each receiving a gift card from every participating business. In a slight change from previous events, a fourth set of gift cards will be used for daily giveaways.

Entering is easy, Lerch said. Once shoppers make a $50 purchase from one of the participating businesses, they take a picture of the receipt and email it to Lerch at chris@hello422.com or send it via Facebook/Instagram messenger to Hello 422.

Participants can enter as many times as they wish. However, Lerch said there is a very strict cutoff and no receipts will be accepted after midnight on Dec. 3. He added there are generally about 1,000 receipts submitted.

As of Monday afternoon, 140 area businesses were signed up to participate, for a total of $14,000 in prizes. To view a list of participating businesses visit https://hello422.com/.

Lerch said he strategically picked the 10 days after Thanksgiving because they are traditionally heavy shopping days.

“I think a gift from a small business means more and is more thoughtful than something bought online,” he said. “I think there’s something special behind it that resonates with people.”

The reach and success of the event has exceeded Lerch’s expectations.

“I thought it was cool what I was doing and it was fun. I never envisioned people latching on to it the way they did,” he said, adding that the goal of the effort is to increase sales and awareness for small businesses and  encourage people to look at the small businesses that are in the area.

As the pandemic waned, Lerch transitioned the event to a 10-day period that coincides with the official launch of the holiday shopping season.

Last year, Shop Small to Win Big generated just over $70,000 in sales for the 120 participating small businesses. Three winners received $4,000 worth of gift cards/certificates.

Promoting small businesses

At about the same time he launched Shop Small to Win Big in 2020, Lerch also launched Hello 422, which has also grown.

He started by highlighting one local businesses a day on social media and now averages six to seven a day. Followers of Hello 422 have grown to about 17,000.

Just as the success of Hello 422 and Shop Small to Win Big exceeded his expectations, something else has happened recently that Lerch didn’t expect. On Nov. 7, Lerch officially launched a marketing firm with business partner Luke O’Brien.

Marigolden Creative is a content creation agency specializing in video and photo content for small businesses as well as other services — “most anything a small business would need.”

Marigolden Creative has already completed several video projects for area businesses, including one that quickly reached 30,000 views on social media. The company is also running the social media pages for several businesses, he added. The company is starting locally, Lerch said, adding that the goal is to eventually expand its reach, focusing attention on small businesses in towns around the country.

For more information about Marigolden Creative visit the company’s Facebook and Instagram pages. Content is also being shared on the Hello 422 Facebook page.