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Somerset County’s small towns are preparing for Small Business Saturday on November 29, 2025, as municipalities and business districts seek to drive local commerce during the holiday season. Downtown Somerville will serve as one of the county’s primary hubs, hosting a full day of events and promotions designed to draw shoppers to independent retailers.
From 11 a.m. to 5 p.m., Division Street and surrounding businesses will offer shoppers incentives including free tote bags for the first 250 visitors, some containing gift cards, and Shop Small Bingo Cards that reward customers for visiting multiple stores. Live music will be staged throughout the day, featuring acts such as Ovation Quartet, School of Rock, and Danny Alderman. A gift-wrapping station will be available, and raffles and prize drawings are scheduled to conclude the event at 5 p.m.
Somerville isn’t alone. Across the county, other communities are leaning into the #ShopSmall spirit, turning Small Business Saturday into a county-wide celebration. The Visit Somerset County tourism office is running a “Shop Small” campaign: shoppers can upload receipts from county businesses—whether retail shops, restaurants, or even theaters—and enter for a chance to win a prize pack valued at over $250.
In Hillsborough, a mini-market is planned for the same day, spotlighting local artisan vendors, craft makers, and more. Meanwhile, Bound Brook integrates its small business support into holiday programming: last year, Small Business Saturday coincided with a holiday tree lighting, live music, Santa appearances, and ice skating.
The emphasis on local business is not solely promotional. According to regional economic studies, directing consumer spending to independent retailers generates higher local economic retention than spending at national chains. By coordinating events, municipalities hope to offset competition from online and big-box retailers while reinforcing the viability of small businesses as a core element of local economies.
For residents and visitors, the event offers a concentrated opportunity to explore independent retailers, restaurants, and cultural offerings across the county. In Somerville, maps and information will be distributed from an info booth on Division Street, and organizers will maintain live updates via Instagram and Facebook.
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