UPDATE: Small Business Saturday in West Reading is witnessing an overwhelming turnout, with locals flocking to support independent shops and enjoy festive activities. The event, held on November 29, 2025, is transforming Penn Avenue into a bustling hub of community spirit and holiday cheer.
Early shoppers, including three generations of the Henny family, arrived at Taste of Crepes well before the full crowds formed. “It’s the one-on-one,” said Joanne Henny of Muhlenberg Township, emphasizing her preference for personalized shopping experiences over big-box retailers. Her daughter, Michelle Pieller, added, “Online is boring. I like to feel stuff.”
Families are out in force, with Taryn Shillady and her daughter enjoying breakfast at the café, showcasing the local flavor. “I like small rather than big box,” Shillady noted, highlighting the personal connection to local businesses. The event is not just a shopping spree; it’s a celebration of community, as evidenced by the activities lining the street.
Volunteers distributed canvas shopping totes at Sixth and Penn, while a DJ played lively music and families eagerly awaited free photos with Santa, available from noon to 3 p.m. The street was closed to traffic to accommodate the festivities, making it a safe space for families to gather.
Local merchants, including Allison Shannon of Allison Clothing Company & Boutique and Brian Adams of The Art Room, underscored the importance of Small Business Saturday. “This is the bread and butter of our local communities,” Shannon stated passionately. “Without it, there’s no community feeling.” Adams echoed her sentiments, noting the evolving landscape of Penn Avenue, with new stores revitalizing the area.
According to Nick Price, West Reading’s Main Street manager, the day marks the official kickoff of the holiday shopping season for local merchants. “Our businesses have already started decorating the windows,” he shared, adding that the month of December is crucial for sales. The atmosphere is festive, with activities including a prize wheel for shoppers and a heated tent offering free massages.
The diverse offerings of West Reading—from boutiques to cafes—make it easy for shoppers to find unique gifts for everyone on their lists. With a strong sense of community and support for local businesses, this Small Business Saturday is shaping up to be a memorable event.
As the day progresses, the excitement continues to build. Shoppers are encouraged to explore the avenue and participate in the festivities. With local businesses relying on community support, every purchase made today contributes to the vitality of West Reading.
Stay tuned for more updates as this lively community event unfolds. The spirit of Small Business Saturday is alive and well, proving that shopping local is not just a trend, but a cherished tradition.
