Today’s article is part of GOOD Morning Wilton‘s “Season of Giving” series, highlighting local efforts to help groups and individuals in need and encouraging readers to take part and give back.

Thinking ‘small’ can actually have a ‘big’ effect.

That’s the message behind Frock & Frill‘s special shopping day on Small Business Saturday, Nov. 30, which follows the post-Thanksgiving “Black Friday” to kick off the holiday shopping season. The Wilton boutique has devoted the day to help out a local cancer charity, Circle of Care.

Small Business Saturday is an effort sponsored by American Express, to help local businesses compete with large chain retailers during holiday gift buying. The premise  is that if consumers support local businesses by shopping in at least three stores that day, and by spending $50 in each, a significant percentage of that money goes back into the community–because small business owners likely live in the community, spend their earnings locally and support local charitable organizations.

“With our Small Business Saturday, we want to show just how much local business really goes back to the town. Circle of Care only gives back to kids in CT. They’re a local based charity, it’s Wilton women who started it–they run it, and do everything,” explained Lauren Robak, who owns Frock & Frill with Melissa Thompson.

According to its published mission, “Circle of Care provides immediate and ongoing peer support to families of children with cancer. Programs are designed to provide families with everyday essentials to ease the burden of hospitalization, facilitate research and communication with family and friends, brighten a sick child’s room, and generally support the family through the difficult days following a cancer diagnosis.”

The organization was started by moms who met during their children’s own battle with pediatric cancer who wanted to share what they had learned with others in the same situation.

Being part of the community has been a tenet of Frock & Frill’s mission since its founding. They’ve already run similar give-back and sponsorship programs for other organizations since opening earlier this fall.

“We want to give back where we can, and Circle of Care is a really good one to support. I like the fact that they don’t fundraise just for research…they make it a really personal experience, they’re all about the families dealing with cancer. The support system they provide is just beyond. The key thing is it’s about people who have walked the walk before you. You have someone to talk to all the time, there’s someone to answer questions. If you’re a mom with a child who has cancer, I can’t imagine going through that. What Liz and Dawn do, it’s just so inspiring,” Robak said.

On Saturday’s shopping day for Circle of Care, everything in the store will be 15-percent off for shoppers, and 15-percent of the proceeds will be donated to Circle of Care. Frock & Frill will also have raffle items, including gift certificates and other gift items. “We’ll make a fun day out of it,” Thompson said.

Circle of Care founder Liz Salguero was so thrilled to find another supportive Wilton business, and especially one that’s so loyal. She said she understands the connections we all have within the community and that by shopping in a store like Frock & Frill that gives back means so much.

“Lauren and Melissa have been long time supporters of circle of care so it makes sense for us to support them on small business Saturday! It’s a good thing for everyone. Shop for holiday gifts and support your local businesses and charities. We are so grateful to frock and frill for selecting us as their charity this year.”

For the holiday season, Frock & Frill has increased the number of great gift items in the store. “We’ve found some really cool stationery sets, beauty pieces, really cool jewelry lines. And then we have all our holiday stuff–really pretty blouses, color denim jeans that are waxed, so they’re still jeans but they’re much dressier looking. We have adorable tin foil dresses. And the price points are really good–you can find a gift anywhere from $12 and up, there’s a wide range,” Robak said.

Given their “chic apparel for tweens and moms” specialty, Robak said they’re excited about the tween gift items they’ll feature:  “We have nail sets and photo booth props–they’re awesome–some make-your-own banners, fun stuff you can’t find anywhere else.”

Frock & Frill is located at 237 Danbury Rd.. To learn more about Circle of Care, or their annual appeal campaign going on now, visit their website.