Small Business Saturday in West Reading on November 29, 2025, drew enthusiastic crowds to Penn Avenue, where local shops showcased their unique offerings. Early visitors, including families and long-time residents, arrived well before the festivities began, eager to support their community’s independent businesses.
Inside the cozy setting of Taste of Crepes, Joanne Henny, a resident of Muhlenberg Township, enjoyed breakfast with her daughter, Michelle Pieller, and granddaughter, Olivia. The family has made shopping in West Reading a tradition during the holiday weekend. Henny expressed her preference for local shops, stating, “It’s the one-on-one. They know their product. They don’t just brush you off. It’s not just a sale.”
Pieller, who now lives in Delaware, echoed her mother’s sentiments, highlighting the charm of the area. “It’s very cute here,” she said. “They’ve done a lot to make it accessible, and everything’s different. It’s not all the same stuff.” She planned to complete much of her holiday shopping in person, noting the tactile experience of shopping over online alternatives.
Across the café, Taryn Shillady, a West Reading local, shared her own love for the avenue. Accompanied by her four-year-old daughter, Natalie, who chose a festive green crepe themed after “The Grinch,” Shillady emphasized her commitment to supporting small businesses. “I’ll definitely be looking around because I like small rather than big box,” she said. Her role as the marketing director for Lee Myles Autocare & Transmissions underscores her dedication to local commerce.
Community Spirit and Local Engagement
The atmosphere on Penn Avenue was vibrant, with volunteers distributing canvas shopping totes at the corner of Sixth and Penn. Nearby, a kiosk offered West Reading-themed merchandise, while a DJ provided entertainment as families eagerly awaited free photos with Santa. The closure of North Sixth Avenue to traffic created a pedestrian-friendly environment for the day’s events.
Business owners played a crucial role in the festivities. Allison Shannon, owner of Allison Clothing Company & Boutique, and Brian Adams, owner of The Art Room, both emphasized the importance of Small Business Saturday for the community. “This is the bread and butter of our local communities,” Shannon remarked, reflecting on her fourteen years in business on the avenue. She noted that the event fosters a sense of family among customers, contrasting the impersonal nature of digital shopping.
Adams observed the evolution of Penn Avenue, mentioning the arrival of new businesses alongside the departure of others. “New stores are coming in, old ones are going out, and with support, that’s what keeps us alive,” he explained. “We’re really the heart of the county.” The diverse range of shops, from boutiques to restaurants, ensures that shoppers can find something for everyone, bolstered by a weekly farmers market and ongoing promotions.
Nick Price, West Reading’s Main Street manager, characterized the day as the launch of the holiday shopping season for local merchants. “Our businesses have already started decorating the windows,” he noted. “This is an important month for them, and today brings a little fun with it.”
Festivities and Community Connection
Shoppers had the chance to spin a prize wheel for a modest fee, with guaranteed winnings provided by local businesses. Price added a light-hearted touch, mentioning a heated tent offering free massages to visitors, highlighting the community’s effort to create a welcoming environment.
The event attracted a diverse crowd, including high school friends who strolled along Penn Avenue, enjoying the festive atmosphere. Sherrie Srause of Adamstown was also seen decorating a tree at the Santa display, adding to the community spirit.
Overall, Small Business Saturday in West Reading not only promoted local commerce but also reinforced the bonds within the community. Residents and visitors alike celebrated the unique offerings of the avenue, creating a lively atmosphere that underscored the importance of supporting local businesses during the holiday season.
