Events related to Indies First/Small Business Saturday that extol the values of diverse, local, and independent businesses are Plaid Friday and Cider Monday, bookending the Thanksgiving weekend and both promoted by AMIBA (the American Independent Business Alliance).
Plaid Friday, celebrated November 27, an alternative to Black Friday, offers a calm and peaceful experience supportive of indies in contrast to the frenzy that's usually marked Black Friday. Booksellers are encouraged to wear plaid, take pictures of customers and staff wearing plaid, use a plaid theme in wrapping, displays, etc.
Plaid Friday was created by Kerri Johnson in Oakland, Calif., to bring back the time when shopping for friends and family was a pleasurable and leisurely activity. Johnson recalled, "At the time Plaid Friday was conceived, there was a growing movement to boycott all shopping on Black Friday. I, as well as many of the people I knew, avoided the craziness of that day. Most small businesses didn't even open. At the time, I had a small artist-run gallery that I ran with my husband, Jason, and we would turn the gallery into a pop-up shop featuring local artisans for the holidays. I thought why not turn this crazy day into something relaxing and enjoyable, giving people an alternative to shopping at the malls at 3 a.m.? The idea was to get up late, grab a coffee, and explore the neighborhood, discovering small businesses and shopping local. A win-win for everyone."
In a similar way, Cider Monday, this year falling on November 30, promotes a more laidback, human atmosphere in stores on a day when many people furiously shop online. Cider Monday was founded in 2013 by Willard Williams, formerly of Toadstool Bookshops in New Hampshire and a co-owner of Balin Books in Nashua, N.H. As he put it, "Stop in for a free cup of cider and a snack, see some real people, and have a good time checking out what's in our stores. It's sure to be a heartwarming experience. We can promise no crashing websites, our 'servers' won’t be overloaded, and we bet they will even smile at you!"