UPDATE: West Reading is buzzing with energy as Small Business Saturday kicks off holiday shopping, drawing crowds to Penn Avenue this morning. Families and friends are supporting local businesses, creating a vibrant atmosphere filled with excitement and community spirit.
Early risers visited the Taste of Crepes at 617 Penn Ave., where Joanne Henny and her family continued their cherished Black Friday tradition. “It’s the one-on-one,” she emphasized, favoring West Reading’s independent shops over large retailers. Her daughter, Michelle Pieller, echoed the sentiment, remarking on the unique charm of the area. “Online is boring,” she stated, highlighting the tactile joy of shopping in person.
The streets are alive with activity as families enjoy breakfast and prepare for their shopping adventures. Taryn Shillady, a local marketing director, shared her commitment to supporting small businesses, noting, “I like small rather than big box.” Her 4-year-old daughter, Natalie Duncan, delighted in a special holiday crepe themed after “The Grinch.”
The festivities are in full swing along Penn Avenue, where volunteers are distributing canvas shopping totes at Sixth and Penn. A nearby kiosk features West Reading-themed merchandise while a DJ spins festive music, enhancing the celebratory atmosphere. Santa is also making an appearance, offering free photo opportunities from noon to 3 p.m.
Merchants like Allison Shannon, owner of Allison Clothing Company & Boutique, emphasize the significance of this day. “This is the bread and butter of our local communities,” she said, reflecting on her 14 years on the avenue. Partner Brian Adams of The Art Room added, “Without support, that’s what keeps us alive.”
The event marks a crucial launch for the holiday season, with Nick Price, West Reading’s Main Street manager, stating, “Our businesses have already started decorating the windows.” With a prize wheel and guaranteed winnings from local businesses, shoppers have plenty of reasons to participate today.
In addition to the engaging activities, the avenue’s diverse offerings—from boutiques to specialty shops—provide options for every shopper. “We’re really the heart of the county,” Adams remarked about the transformative evolution of Penn Avenue.
With the holiday season officially underway, the sense of community is palpable. Shoppers are not just buying gifts; they are building connections. The blend of local charm and holiday cheer is making November 29, 2025, a day to remember in West Reading.
As the day progresses, more shoppers are expected to flood the avenue. This is not just about shopping; it’s about fostering community spirit and supporting local businesses. The momentum is building, and the excitement is contagious. Don’t miss out on the festive fun—head to West Reading now to be part of this wonderful community event!
