05/05/2026
Throughout Bethlehem, the Lehigh Valley and beyond, there are countless small businesses. It would be nearly impossible to visit all of them, and even narrowing the scope to just local breweries, bookstores or coffee shops can feel overwhelming. Every main street, side street and shopping center seems to have somewhere new to try, somewhere new to support and somewhere new to form an opinion about.
Unlike large retail chains, small businesses often have only one opportunity to make a first impression. Many customers base their decision on whether to return on a single experience, placing a higher level of pressure on those businesses.
The term “small business” itself covers a wide range of operations. Some have fewer than five employees, who sometimes are all family members or close friends, while others have larger teams with dedicated management, marketing support and what seems to be a well-rotated staff. Because of limited resources, small businesses may not always be able to provide the same immediate turnaround times or answer the phone on the first ring. However, these same types of limitations are often accepted without question at large chain stores.
For small businesses, expectations can sometimes be higher, even though the realities of staffing and capacity are very different. Behind every “open” sign on the front door is a small staff updating inventory, scheduling, placing orders, answering the phones, sweeping floors, providing customer service and doing everything else required to keep the lights on and business flowing.
Photo courtesy of Scott Effting
Throughout Bethlehem, the Lehigh Valley and beyond, there are countless small businesses. When interacting with a small business, it helps to remember that there are real people behind the counter.