Shoppers take to the streets…

A young man dressed like Santa stood in the cold rain outside a small women’s fashion boutique in West Roxbury on Saturday to spread holiday cheer — and promote the business.

“It’s better than doing something like this for Target, because I know these people and it feels like I’m making a difference,” said Kyle Kelley, 14, of West Roxbury, whose mother is a frequent shopper at Fabutique, which has been in business for 10 years.

Small Business Saturday, which is dedicated to promoting small businesses, makes a clear impact, said Marika Gaurenszky, owner of the boutique, which is in a building that houses several businesses, all owned by women.

“We’re quite a bit busier today,” she said. “People won’t leave until they buy something because of the promotion.”

Mayor Martin J. Walsh announced last week a campaign dubbed #5onMain, encouraging residents to make five purchases from small businesses on the city’s main streets this holiday season.

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