UPDATE: West Reading is buzzing with holiday excitement as Small Business Saturday draws crowds to Penn Avenue today, November 29, 2025. Local residents and visitors alike are flocking to independent shops, revitalizing community spirit and supporting small businesses in a festive atmosphere.
Before the sun even rose, early shoppers filled the streets. Inside the charming café, Taste of Crepes, Joanne Henny, her daughter Michelle Pieller, and granddaughter Olivia began their annual tradition of holiday shopping. Henny expressed her preference for local shops, stating, “It’s the one-on-one. They know their product. It’s not just a sale.”
As a Delaware resident, Pieller added, “It’s very cute here. Everything’s different. It’s not all the same stuff.” With plans to complete much of her holiday shopping today, she emphasized the tactile experience of shopping local: “Online is boring. I like to feel stuff.”
Across the café, Taryn Shillady, a West Reading local, enjoyed breakfast with her daughter Natalie Duncan. “I’ll definitely be looking around because I like small rather than big box,” Shillady said, highlighting the personal connection that comes with supporting local businesses. As the marketing director for Lee Myles Autocare & Transmissions, she knows firsthand the importance of community support.
The festivities have transformed Penn Avenue into a lively hub. As families gather, volunteers distribute canvas shopping totes at Sixth and Penn, while a kiosk offers West Reading-themed merchandise. A DJ fills the air with music, and kids eagerly wait for Santa, who is posing for free photos from noon to 3 p.m.
Merchants are rallying behind the event. Allison Shannon, owner of Allison Clothing Company & Boutique, remarked, “This is the bread and butter of our local communities. Without it, there’s no community feeling.” She has witnessed firsthand how vital such events are for fostering connections among residents.
Brian Adams, owner of The Art Room, noted the evolving landscape of Penn Avenue, stating, “New stores are coming in, old ones are going out, and with support, that’s what keeps us alive.” He emphasized the avenue’s diversity, which caters to a wide array of shoppers.
According to Nick Price, West Reading’s Main Street manager, today marks the official kickoff of the holiday season for the local merchants. “Our businesses have already started decorating the windows,” he said. “This is an important month for them, and today brings a little fun with it.”
In addition to the holiday cheer, shoppers can spin a prize wheel for just $5, with guaranteed winnings donated by local businesses. Price humorously noted, “We even have a heated tent giving out free massages. It’s all about bringing people out and supporting the avenue.”
The community spirit is palpable as high school friends stroll along Penn Avenue, taking in the festive sights. Sherrie Srause of Adamstown even joined in the fun, decorating a tree at the Santa display.
As Small Business Saturday continues to unfold, the heart of West Reading beats stronger than ever. Shoppers are encouraged to explore the unique offerings and support their local businesses in this vibrant community. With the holiday season now in full swing, the event is not just about shopping; it’s about celebrating the bonds that make West Reading a cherished place to live and thrive.
