This article features a real customer paid to share their real experience. This article contains general information and is not intended to provide information that is specific to American Express, or its products and services. Similar products and services offered by different companies will have different features and you should always read about product details before acquiring any financial product.
Two years ago, I woke up on a Saturday morning and did my usual check of Pisqueya’s social media pages when I noticed something different – one of our social media handles was buzzing more than usual. There was a flood of new tags, mentions, and shares. At first, I had no idea what was going on. Then I saw the hashtag #SmallBusinessSaturday, and it hit me: we were in the spotlight. For a small business like mine, that kind of exposure is everything.
I realized in that moment how powerful Small Business Saturday® could be. Since then, it’s become a key part of what we do at Pisqueya. It’s more than just a boost in sales – it’s a reminder that we, as small-business owners, are part of something bigger. It’s a day when people really think about where they want to spend their dollars. I was surprised to learn that Small Business Saturday was actually an American Express initiative – I had always assumed it was a grassroots community movement. I’ve seen firsthand the impact it has, not just on my business, but on the community around us. And it’s changed the way we approach that time of year entirely.
Community Support Helps Build a Brand
Pisqueya’s story started long before that first Small Business Saturday. My parents emigrated from the Dominican Republic in the 1970s and opened Puerto Viejo, one of the oldest Dominican restaurants in New York City. For decades, they served their famous smoky hot sauce, a family recipe, to loyal customers. In 2011, a fire destroyed the restaurant, and we nearly lost everything.
But what happened next was incredible. The whole community came together in support. Our neighbors wanted us – our food, our flavors, our culture – to stay in Brooklyn. People were calling my parents on their cell phones, asking, “When are you reopening?” Some even stopped by the construction site to check in. Even now, we see familiar faces coming into the restaurant – people my parents knew from decades ago who bring their now-grown children to share in the food they’ve always loved. The restaurant helped me to realize the power of community, and that gave me the push I needed to leave my corporate finance job and start Pisqueya.
Every year, we see a spike in Pisqueya’s online sales on Small Business Saturday, and it’s a chance to connect with new customers who might not have heard of us before.
At first, I was just bottling our family’s hot sauce for people who had been coming to the restaurant for years. Pretty quickly, I realized that I could turn this into a real brand. I worked on the packaging, creating a look and feel that would bring our story to life. I went through multiple versions of the labels and packaging before I landed on what we have today. Throughout the process, our community was my focus group. Their input got Pisqueya the brand to where it is today.
The Culture Behind Pisqueya
Our hot sauces are more than just a product – they’re a celebration of Dominican culture. Food is how we express love, warmth, and hospitality, and that’s what Pisqueya is all about. Whether it’s our Smoky Hot sauce made with Scotch bonnet peppers, or our Spicy Sweet sauce with passion fruit, everything we create is rooted in the flavors of the Dominican Republic.
We’re also mindful of how we source our ingredients. We work closely with select farms in the Caribbean to ensure that we’re supporting sound farming practices. It’s a philosophy that helps us feel like the land will remain productive for years to come. By working closely with farmers who share our vision, we feel good about the ingredients we source – that they're right for us, and for our customers.
Small Business Saturday and Growing Our Brand
Since I first saw that surge of activity on Small Business Saturday, and how much awareness it brought to our brand, we actively prepare for the day. We plan months in advance, ensuring we have enough inventory to meet the increase in sales, and we engage our community with special offers for subscribers, social media content, and retagging posts to maximize awareness. We really try to amplify the moment.
It’s been great for business. Every year, we see a spike in Pisqueya’s online sales on Small Business Saturday, and it’s a chance to connect with new customers who might not have heard of us before. It’s a moment when people are making a conscious decision to support small businesses like mine.
Showing Up Small on Small Business Saturday and Beyond
To gear up for this year’s Small Business Saturday, we’ve been working on our inventory for months, making sure we’re ready for the holiday season sales boost. We’re also creating special Small Business Saturday content for social media – it's been a great way for us to reach new customers. We remind our community to choose local, Shop Small®, and support businesses like ours on this important day.
We also use Small Business Saturday as an opportunity to collaborate with other small businesses. It’s not just about growing our brand – it’s about celebrating the diversity of our culture and the unique flavors that come from different regions. This year, we’re partnering with Latina-owned food brands for National Hispanic Heritage Month [September 15-October 15], combining our products to celebrate the rich flavors of Latin America.
My advice to other small-business owners is simple: plan ahead for Small Business Saturday, be creative, and embrace the moment. Whether it’s through limited-time offers or collaborating with other businesses, Small Business Saturday is your chance to connect with customers who are ready to support you. Something as simple as adding a pop-up to your website to capture emails, or offering a discount to subscribers, can make a big difference. Don’t be afraid to share your story – it’s what will set you apart.
For us, Small Business Saturday is not just a one-day event – it’s a chance to build lasting relationships with new and existing customers. It’s about being part of a community and reminding ourselves that, even though running a small business can feel lonely at times, we’re not alone. There are millions of us out there, working toward our dreams, and Small Business Saturday is a powerful reminder of that.
The Role of American Express in Our Growth
American Express has helped us in our journey at Pisqueya. We’ve accepted American Express at Pisqueya for four years now, and at Puerto Viejo, our family restaurant, for the past two years. Having Amex as an option makes it easier for customers to support us.
Looking to the Future
When I think about where Pisqueya is headed, I’m excited about our future opportunities. Our goal has always been to bring our family’s flavors to as many households as possible. With the support of our community and initiatives like Small Business Saturday, we’re getting closer every day.
Growth is what’s on my mind right now. It’s exciting but challenging, especially as a Latina founder, to spread our voice and message. That means I’ve had to be creative in how I make decisions for Pisqueya, but I’m optimistic. We’re making progress, and I’m patient. Pisqueya was born from purpose, and I don’t want to lose that. I want to make sure we align with the right investors – people who believe in our mission and share our values.
For me, Pisqueya is not just a business. It’s a celebration of my family, my culture, and the community that has supported us along the way. Small Business Saturday is a celebration of that too. It’s a reminder that small businesses are the heart of our neighborhoods, our cities, and our economy. Without small businesses, we wouldn’t have the diversity, the creativity, or the resilience that make our communities thrive.
As we look ahead to this year’s Small Business Saturday, I’m grateful for the support we’ve received, and I’m excited for what’s to come. Whether it’s growing our community, collaborating with other small businesses, or continuing to share the flavors of the Dominican Republic with the world, I know we’re just getting started.
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 Cara Cannella, American Express Business freelance contributor
Photos: Josh Dalsimer
The material made available for you on this website is for informational purposes only and is not intended to provide legal, tax or financial advice. If you have questions, please consult your own professional legal, tax and financial advisors.
