Shoppers encouraged to think outside big box stores

(WISH Photo)

INDIANAPOLIS (WISH) – Shoppers were expected to step into small businesses in a big way Saturday during the fifth annual Small Business Saturday.

The concept, created by credit card giant American Express in 2010, offers consumers the chance to think outside the “big box” and step into brick and mortar stores.

In Indianapolis, many shoppers sought deals along Massachusetts Avenue and in Broad Ripple at businesses like Rusted Moon Outfitters. There, customers were welcomed by a bonfire just outside the front door and the offer of a cup of coffee once inside.

“Gifts back to be grateful to the customers that support us all year long,” General Manager Ron Lewis said of the store’s special touches and discounts provided on Saturday. “It’s so important for us to facilitate folks who do want to spend their money locally, who do want to keep their money circulating in the local economy.”

Following Black Friday, Small Business Saturday and Cyber Monday, the start of the spending season takes a charitable turn. Giving Tuesday is a newer movement to donate to non-profit organizations. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Commenters who violate these terms, including use of vulgar language or racial slurs, will be banned. Please be respectful of the opinions of others and keep the conversation on topic and civil. If you see an inappropriate comment, please flag it for our moderators to review.

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