NORTHAMPTON — A beloved Northampton tradition will return this Saturday to signal the beginning of the holiday season. Bag Day gives shoppers the chance to come together and support local businesses who will be providing special offers as part of this annual community celebration.

“It’s a reminder to shop small … we have this small business community right at our fingertips,” said Jillian Duclos, executive director of the Downtown Northampton Association. “What’s so unique about Northampton is that when you walk into a small business, the people that you meet and the people that you talk to are the people who actually own those businesses.”

Since 1988, Bag Day has drawn crowds from near and far, flooding the streets with a festive holiday energy and thousands of matching bags on the Saturday before Thanksgiving. Since the pandemic, the promotion had shifted away from utilizing its custom bags with listings of participating storefronts. But this year, the custom bag is back.

The commemorative Bag Day bags have long been a staple of this celebration, providing shoppers with a “checklist” of participating businesses on the back and a unique print on the front. This year’s Bag Day design was created by Homegrown Studio in collaboration with the Gazette and the Downtown Northampton Association.

“It’s definitely a welcome return,” said André Boulay, owner of A2Z Science and Learning Store. “When you’re in town walking around, everyone sees the bags.”

Boulay, who has witnessed many a Bag Day in Northampton, looks forward to the feeling of excitement that permeates the air each year as crowds fill the streets and enjoy the things their community has to offer.

“It’s almost like the switch flips and all of a sudden shopping for the holidays is here,” said Boulay. “It kind of brings all the local businesses together and makes everyone realize how great the Northampton community is.”

Jody Doele, marketing manager at Thornes Marketplace, said that Thornes is ready for the crowds with 2,500 extra Bag Day bags to give out on the day of the event. Thornes has also been dressed top to bottom with festive decorations ahead of Saturday.

“It’s important to all the merchants who participate because for many of them it’s the single biggest sales day of the year,” Doele said of Bag Day. “It’s also a really special way to kick off the holidays.”

Colleen McGrath, advertising manager at the Gazette, said that Bag Day has always been a chance to see familiar faces and meet new people who come out to Northampton specifically for the occasion.

“It’s just a really happy, fun community event where you get to see a lot of people,” said McGrath. “You can eat, you can shop — it’s a family affair.”

Throughout Northampton, various stores, restaurants and other businesses will be offering early holiday savings, with many storefronts offering 20% off on single items or entire purchases.

“It’s a reminder of why it’s important to support these local businesses,” said Stephanie Hadley, sales operations director at the Gazette. “It’s all about bringing the community together, and that’s why I love it the most.”

Bags can be picked up at the Daily Hampshire Gazette or the Greater Northampton Chamber of Commerce through Friday from 10 a.m. to 3 p.m., or at Thornes Marketplace and participating businesses on Bag Day.

For more information on Bag Day and a list of participating businesses, visit the Gazette’s Bag Day page. For information on participating businesses and deals being offered in Thornes Marketplace, visit the Thornes website.

Alexa Lewis can be reached at alewis@gazettenet.com.