UPDATE: Small Business Saturday is in full swing on Penn Avenue in West Reading, drawing crowds eager to support local businesses. Just hours into the event, shoppers are taking advantage of the unique offerings from independent shops, creating a vibrant holiday atmosphere.
Families flocked to the street early this morning, with patrons like Joanne Henny from Muhlenberg Township enjoying breakfast at Taste of Crepes. “It’s the one-on-one,” Henny emphasized, highlighting her preference for personalized service over big-box store indifference. Her daughter, Michelle Pieller, echoed this sentiment, stating, “Everything’s different here; it’s not all the same stuff.”
The festive spirit is palpable as local businesses celebrate the kickoff to the holiday season. The event, held on November 29, 2025, features a host of activities including free photos with Santa, a DJ, and prize giveaways. Volunteers are distributing canvas shopping totes at Sixth and Penn, while a prize wheel offers guaranteed winnings from local businesses for just $5.
According to Nick Price, West Reading’s Main Street manager, “This is an important month for our merchants.” With storefronts already adorned with holiday decorations, this bustling day signifies a critical moment for local retailers. Price added, “It’s all about bringing people out and supporting the avenue.”
The community atmosphere is bolstered by merchants like Allison Shannon of Allison Clothing Company & Boutique and Brian Adams of The Art Room, who stress the importance of Small Business Saturday for maintaining local culture and connection. “Without it, there’s no community feeling,” Shannon remarked, reflecting on her 14 years serving customers on Penn Avenue.
Throughout the day, shoppers are enjoying a diverse range of products from the street’s eclectic mix of boutiques, restaurants, and specialty shops. “We’re really the heart of the county,” Adams asserted, noting the continuous evolution of businesses in the area.
As festivities continue, families are seen taking photos, sharing laughs, and exploring the numerous offerings along the avenue. The event not only supports local economy but also strengthens community bonds, making it a cherished tradition for many attendees.
With the excitement of Small Business Saturday, shoppers are encouraged to explore and experience the local charm of West Reading. The event runs until late afternoon, with activities ongoing, making it an ideal opportunity for holiday shopping and community engagement. Don’t miss out on this chance to support small businesses and enjoy the festive atmosphere!
