When Joanne Rossman opened her namesake gift store 12 years ago she didn't bother buying a cash register — instead stuffing her profits in a Dunkin' Donuts cup behind the counter — because she thought her boutique amid empty storefronts could never compete with large retailers.
But her Roslindale Village business has flourished in recent years, and mom-and-pop shop supporters gave Rossman an extra boost yesterday on Small Business Saturday.
"It's been incredible. Every year it just gets better and better," said Rossman, who racked up huge sales during the shopping event sandwiched between Black Friday and Cyber Monday.
The campaign to support independent mom-and-pop businesses amid the holiday rush at big-box retailers and Internet sites is a way for shoppers to show love of community, said Karen Mills, head of the federal Small Business Administration, who browsed Roslindale stores yesterday.
Mills said 100 million shoppers participated in last year's campaign — including President Obama, who headed to another independent book store yesterday — and she expects that number to rise this year.
"It's really become a movement. I think it's not just about supporting the community. It's about saying 'thank you' to people in our community," she said.
Maureen Tisei of West Roxbury has done her Christmas shopping locally on the Saturday after Thanksgiving for the past three years.
"I come out to support my community. I look forward to it," she said.
Business owners said many customers whipped out credit cards from American Express, which created the campaign in 2010 and offered $25 credits for those spending at least that amount at local stores.
"Last year Small Business Saturday was my best sales day ever — in the three years I had been open at the time. We're hoping for a repeat," said Elizabeth Swanson, owner of Birch St. House & Garden.
Antone Wilson, who stopped into Diane's Bakery yesterday, said he prefers locally made sweets over chain-store goods.
"I like a real doughnut. If you've never had one, you don't know what you're missing," he said.
"Small Business Saturday has really helped highlight local retail," said Ruth Kennedy, whose family opened Birch Flower Shop 70 years ago.
"It's a great idea. We always shop locally to help the little guy," she said. "You get better service."
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