Union Square's Small Business Saturday Shopping Guide
Mark your calendars! Small Business Saturday is November 29, and Union Square is the absolute best place to spend it.
What's Small Business Saturday?
It is the national day dedicated to supporting independent, locally owned shops—the businesses that define our neighborhood's character. When you shop small, you are not just making a purchase; you are directly investing in a local neighbor and fueling the culture and history of Union Square.
Here is your guide to supporting our fantastic neighborhood businesses.
aum shanti
Tucked just off Union Square on East 14th Street, Aum Shanti is a cherished metaphysical shop that radiates warmth and positivity. Opened by owner Rakesh with the vision of helping others and fostering community, the store offers an inviting selection of crystals, incense, tarot decks, and spiritual books. Every visit feels personal, like a gentle blend of guidance, curiosity, and calm. Whether you arrive seeking something specific or simply wandering in, you’re likely to leave with a small treasure, a thoughtful conversation, or a renewed sense of peace.
BEADs of paradise
Bursting with color, texture, and global artistry, Beads of Paradise has been a Union Square gem for nearly 40 years. This vibrant shop is a true treasure for artists, jewelry makers, and collectors alike, filled with hand-selected beads, textiles, and artifacts sourced from across Africa and Asia. Every piece reflects a deep respect for craftsmanship and culture, creating an atmosphere that feels part gallery, part community hub. It’s a place where creativity, history, and human connection come together.
books of wonder
Founded by a passionate 20-year-old in 1980 and proudly rooted in Union Square since 2004, Books of Wonder has been nurturing the imaginations of young readers for decades. Its shelves are filled with picture books, YA adventures, collectibles, and rare editions that delight readers of all ages. Regular author events and storytimes fill the space with laughter and wonder, creating a sense of community that extends beyond the page. Stepping inside feels like rediscovering the joy of reading for the first time and seeing that spark of childhood magic that never really fades.
fishs eddy
Quirky, colorful, and eccentric, Fishs Eddy is a home goods store with a personality all its own. Its shelves are lined with witty dishware, vintage-inspired glassware, and clever city-themed designs that capture the humor and heart of everyday life. The shop is a love letter to New York itself, bold, a little eccentric, and endlessly charming. Every visit brings a smile, whether you’re browsing for a gift or simply soaking in its playful, one-of-a-kind spirit.
forbidden planet
A cornerstone of the city’s pop culture scene since 1981, Forbidden Planet has long been a gathering place for comic book lovers, collectors, and fans of all things sci-fi and fantasy. Its shelves are packed with graphic novels, action figures, and cult classics, all carefully curated by a team who live and breathe the worlds they sell. The store buzzes with energy and is a space where fandoms collide, creativity thrives, and everyone feels at home among the heroes, villains, and stories that shape imagination.
Namaste BOOKSHOP
Namaste Bookshop, nestled on 14th Street, has been a spiritual refuge in the heart of Union Square for over 15 years. This independent bookstore offers more than just shelves of titles on spirituality, mindfulness, and self-discovery - it’s a space built on intention and connection. From crystals and tarot cards to incense and meditation tools, every item is chosen to inspire reflection and inner peace. What truly makes Namaste special, though, is its atmosphere: warm, grounding, and infused with a sense of calm that invites you to pause, breathe, and reconnect.
paragon sports
Family-run for over a century, Paragon Sports has earned its place as a trusted destination for athletes, explorers, and the everyday person with an active spirit. Its expansive selection of gear and apparel is matched by a staff whose expertise and enthusiasm set it apart from chain retailers. Walking through Paragon feels like stepping into a place where passion for sport, adventure, and quality service has been passed down through generations.
rothmans
Rothmans stands as one of the last great independent menswear institutions, blending modern sophistication with timeless style. Family-owned and proudly rooted in the city’s fashion history, the shop offers an experience defined by personal attention and genuine care. Its curated selection strikes the perfect balance between luxury and accessibility, creating a space where every customer feels at home. Rothmans embodies the spirit of independent retail: authentic, enduring, and refined.
strand bookstore
A true landmark, Strand Bookstore has been independently owned and family-run since 1927, earning its legendary reputation for housing “18 miles of books.” Its towering shelves hold everything from rare first editions to contemporary bestsellers, inviting readers to lose themselves in discovery. Strand’s charm lies in its sense of endless possibility - you never know what you’ll find, but you always leave with something that speaks to you. It remains a beloved gathering place for book lovers, writers, curious visitors, and everyone in between.
