By the Social Eyes Team
“They were 10 to 12 years old on average. Some presented their first home-made candles, others cookies baked at home, and some even came with recycled educational games. To accommodate them, a parking lot was transformed into a market burgeoning with ideas, tents mounted by hand at 5:30 a.m., and marketing: campaigns in the schools, teachers accompanying them, ads on local radio, training for youths in class – including on the creation of logos, the naming of businesses and even the use of artificial intelligence. We wanted this to be good training” says Stéphane Bourassa, marketing director of the bookstore Le Papetier Le Libraire.
So why is his bookstore investing so much in a youth entrepreneurial project? The answer is simple: closeness with the community. “These are our customers. We sell these things for them. It’s sort of a way of combining all that we do.”
Bourassa insists: “Neighborhood businesses can’t exist without a human link. Whether it’s with families, teachers, schools, or the youths themselves, the bookstore wants to create more than just a commercial relationship.”
He adds: “We’re also partners with the À deux pas de la réussite foundation, a regional initiative that helps youths.”
And for those that want to go even further, the bookstore opens its shelves to some of these young entrepreneurs. During La grande journée des petits entrepreneurs (The Big Day for Little Entrepreneurs), Bourassa identifies the most promising kiosks and invites them to sell their products in the store year-round.
“We select booths with potential, we discuss with the parents, and we accompany them. We act like a real retailer, even if we’re not a public organization.”
Young Engines of Creativity
The marketing director is “surprized and bowled over” by the originality of the products on offer. Some youths come back year after year, perfecting their approach, adapting their products.
“They learn to concentrate on a single product, to better present their booth, to talk better with customers. We see the progress.”
The bookstore even offers practical advice, notably concerning customer service, body language, and politeness. “I always tell them: you are going to be tired, but you will want to come back next year. That’s what working with passion means.”
Growing Up with the Event
And afterwards? Stéphane Bourassa sees a bigger picture. “We want the event to get bigger. This year we lengthened it by a half an hour, we had so many people!”
To come to terms with this growth, the team wants to find new business partners, all the while consolidating their present partnerships (Hamster, Paper Mate, the City of Joliette). “The mayor and the president of the chamber of commerce should support us next year.”
But this expansion is not without its challenges: logistical, financial, communication… For La grande journée des petits entrepreneurs to anchor itself in the Lanaudière landscape, it has to maintain a balance between growth and coherence.
Encouragement
Regarding the commitment of very young children, Stéphane is moderate in tone: “We don’t employ youths of age 14, that is legally regulated. But entrepreneurialism is something else.”
For him, this type of initiative is a great way to learn about life. “The kids are very autonomous, resourceful, capable of running a booth, welcoming customers and explaining their products with clarity and enthusiasm. We see it every year.”
But he sees some things to improve on as well. “Sometimes, some kids are very much carried, even steered, by their parents.” For the marketing director, that’s something to be avoided.
“The idea is that the kids should really carry their own project. They slip up, they adjust, they learn, and that’s the goal.” Too much adult intervention may get in the way of the learning aspect of the event, which involves personal initiative, speaking up, and creativity.
“It’s not serious if the product is imperfect, or if the booth is a little incomplete. What counts is the learning process, not performance.”
For Stéphane Bourassa, it’s what makes this event so authentic. “We see kids grow and evolve from one year to another. They gain self-assurance and refine what they sell. But it couldn’t happen if we didn’t give them room to be themselves.”
Think, Create, Forge Ahead!
To conclude, Stéphane Bourassa delivers a simple, motivating message: “Dare! You have to like your product, and find good ways to present it.” Because behind every booth, each cobbled-together logo, each word recited with some stage fright, there is potential to encourage.
Finally, Le Papetier Le Libraire Hamster +, under the direction of Stéphane Bourassa, has become, in three years, a pillar of the Big Day for Little Entrepreneurs.
“We didn’t hesitate!” Bourassa says when asked what motivated his bookstore to get involved. From the very first time, the move seemed a natural for this business firmly anchored in its community. In 2022, 19 youths participated. The next year there were 36. This past year, 58 youth businesses came together under the sun and under tents. The goal is to get to 75 by next year.
At first, the team was feeling their way. “Like everyone else, we didn’t really know what to expect.” But quickly, the bookstore got organized and developed a taste for this annual event that celebrates young entrepreneurship.
Christmas Market
The Marché de Noël des petits entrepreneurs is a Hamster bookstore initiative. It is similar to the Big Day for Little Entrepreneurs, and the first edition took place at the Angrignon Mall on December 6, 2025, organized by the Chambre de commerce du Montréal Sud-Ouest (The South West Montreal Chamber of Commerce).
It was a unique rendezvous where youths from ages 5 to 17 looked after their kiosks to present original creations: hand-made presents, treats, decorations, and more. They met real customers and lived an unforgettable experience… just before Christmas! A wonderful way to encourage youths, and to buy original presents.
This Christmas edition included 14 young entrepreneurs, most of whom had been present for the 12th edition of La grande journée des petits entrepreneurs.
Photo courtesy: Le Papetier Le Libraire
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