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FRANKLIN, Tenn. — Hollie Rollins feels fortunate to own her small business in downtown Franklin, even in the middle of a pandemic. 

Savory Spice — nestled along the storefronts of Main Street — still sells its merchandise to consumers looking for a different taste to their meals. But the row of shops and restaurants looks different this year. Customers are greeted with mask mandate signs on windows and hand sanitizer stations upon walking inside. 

“We are really lucky that … pandemic or not, everyone eats food,” Rollins said. “We are trying to highlight new and interesting flavors. People are cooking more in their own kitchens.” 

She said this year customers have been making it a priority to shop at locally owned businesses. 

“We live in Franklin and operate in Nashville,” Rollins said. “The people of Nashville and Franklin are incredibly supportive of small local businesses. They ask us if we are doing OK or need anything. They jokingly say they can buy some more pepper if they need to. We are reminded every day how grateful we are. People could easily purchase from a big box but they make the effort to come to our store.” 

The store along with others will participate in the Heritage Foundation and Downtown Franklin Association’s Holiday Magic on Main. 

“There’s no doubt the pandemic has affected everything about how we work, how we interact, and even how we celebrate,” Heritage Foundation CEO Bari Watson Beasley said. “Our Holiday Magic on Main promotion offers residents and visitors the chance to celebrate the winter holidays by spending time with their loved ones in our beautiful downtown district, making memories at our unique restaurants and shopping for distinctive gifts at our locally owned shops.”

How to participate

Holiday Magic on Main will kick off Nov. 27 with the lighting of the iconic NOEL sign atop the White Building at Main Street and Fifth Avenue, and a ceremony at 4 p.m. that will conclude with Franklin Mayor Ken Moore reading a proclamation in honor of the event.

On Small Business Saturday — Nov. 28 — many participating downtown merchants will offer special discounts and promotions, and showcase holiday window displays.

The DFA is working with the TMA Group to offer free Saturday shuttles between downtown Franklin and The Factory from 10 a.m. to 5 p.m. on Nov. 28, Dec. 5, Dec. 12 and Dec. 19.

Downtown Franklin Association Main Street Director Jill Burgin noted the free shuttle offers flexibility for people to park at The Factory and shop both there and in downtown Franklin.

“With the road work going on along Franklin Road, we want to do everything possible to make the shopping experience easier,” Burgin said. “The National Retail Federation reports that more people will be