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Kris Hartner, owner and founder of Naperville Running Company: Growing up in Minnesota in a family with very little means, I was always looking for something to do. But I was awful at sports. I tried baseball but walked every time, never really played. It wasn’t until eighth grade when I found my stride (so to speak) with running. I tried cross country and track – it was so amazing to finally find something I was good at, especially when I hadn’t found many of those things up to that point.
There was this incredible running store in my town and I’d hang out there all the time, nerding out on all things running. By the time I was a junior in high school, my mom was bugging me to get a job. I mean, those running shoes were expensive. I was in that store when I got a call to come in for an interview at a fast food restaurant. The owner of the running store asked me right then and there if I wanted to work for him instead. I was dumbfounded. I’d never even thought to apply, but I jumped at the opportunity.
Working there was very transformative for me – I ended up working at that shop through high school, college, graduate school, and even after graduate school. I got my master’s degree in biomechanics and footwear because of how much I love shoes and tech.
After graduation, my wife and I eventually ended up in Naperville, Illinois. I'd tell people that when I retired from my job at a national footwear chain I was going to open a running store – but a friend told me about a building that was opening in downtown Naperville. It was only 2000 – I wasn't retired yet. I was terrified, but I went for it.
My wife and I spent our entire life savings starting that shop while I kept my day job.
A Supportive Community
Naperville Running Company officially opened its doors in 2000. This community has been amazing to us and we love it here. We’ve been able to expand and add more stores and the community has supported us every step of the way. It truly is a dream come true.
When I first heard of Small Business Saturday®, I thought: Wow, this is interesting. A big corporation going to all of this trouble to promote small businesses. It was a no-brainer to get involved right away.
Small businesses are smart to participate in Small Business Saturday. Just sign up and use your social media and be proud." —Kris Hartner, owner and founder, Naperville Running Company
From day one, we have been all word-of mouth, never spending money on paid advertising or marketing. Community and connection are the ethos of our business.
Today we have four locations across Naperville and in nearby Wheaton, Illinois. Marisa was there when we opened our second location.
Marisa Hird, director of culture, apparel buyer, director of marketing: I joined Naperville Running Company in 2012 after having been a customer since day one; I’m born and raised in Naperville and I first became a customer when I started running in high school.
In 2014 we opened our second location about eight miles south of downtown Naperville. Kris really trusted me and the other staff members to make it work. Then, in 2017, we opened our third location in Wheaton, and in 2019, we opened our annex, which hosts pop-up sales for different running brands. Kris has always created opportunities for his people. He really takes care of us and his customers.
Stopping By on Small Business Saturday
During the first few years of Small Business Saturday, I remember ordering doormats and bags and other materials from American Express. We received so much stuff. Everyone loved the concept. Soon, the local small-business interest organization in Naperville got involved and encouraged small businesses in downtown Naperville to put a plaid bow on their front door or window to indicate their participation in Small Business Saturday.
In 2017, we started doing fun runs to celebrate the holiday. Our most recent was the ‘Flannel + Flapjacks Fun Run.’ Like in previous years, it started at 8:30am on Saturday morning. We encouraged people to show up wearing flannel for a very casual (not timed) two-to-three-mile run along the downtown Naperville Riverwalk. You could bring your dog or your stroller, or you could walk. It was free to participate, and after the run, everyone came to the store for coffee and doughnuts.
We promote the fun runs on social media and through our bi-weekly newsletter, which goes out to 30,000 opted-in current and former customers. People get so excited to stop by. It’s a really fun day.
Connecting With Customers
For our social media marketing around Small Business Saturday, we really focus on people and connection. We know that you can buy online almost anything in our store. Connections keep people coming back. On our social media you see a lot more people than products; it helps people feel connected to our store, our message.
I recommend small-business owners look at #ShopSmall, the Shop Small® hashtag. Whenever I’m putting together a social media post, I am always astounded at how many people are using that hashtag. It really helps keep it top of mind.
I think it’s important to talk about shopping small year around; it isn’t just a fancy marketing tagline. Some people don’t know how important it is to keep money in their communities. Talk about it frequently with them, post about it on social media.
One idea is to simply make a ‘Shop Small Business Saturday’ sign – even on a piece of paper – and have your employees hold it up. Take a photo of them outside your store or your restaurant on your smartphone and post it to social media. This can be a vital piece of education for your potential customers. Let them know how they can support you. It can be hugely impactful.
Hartner: Small businesses are smart to participate in Small Business Saturday. Just sign up and use your social media and be proud. I think some people need a reminder to Shop Small, and it’s wonderful that American Express reminds them to do so. It’s very cool to tag onto something like that.
The timing is also ideal. A lot of people are home for the holiday so it’s already a really good week for foot traffic, but that Saturday feels extra special.
Want to learn more about how to encourage your customers to Shop Small on Small Business Saturday? Visit the Small Business Saturday Resource Hub for marketing materials and business insights that can help you engage with your customers and find new ones. You can also read stories from other small businesses that have seen success with Small Business Saturday and beyond.
As told to Katie Morell, American Express Business Class freelance contributor
Photos: Josh Dalsimer
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