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By James Anderson•Last Updated May 7, 2025

Small Business Saturday: Supporting Local Entrepreneurs During the Holiday Season

What’s small business Saturday?

Small business Saturday is a shopping holiday dedicate to support local, independent businesses across the United States. Position between Black Friday and Cyber Monday, this day encourages consumers to” shop small” and celebrate the contributions local entrepreneurs make to their communities.

Create by American Express in 2010, small business Saturday has grown into a nationwide movement that highlight the importance of small businesses to local economies. The initiative aim to redirect consumer attention from large retailers to neighborhood shops during the crucial holiday shopping season.

When’s small business Saturday held?

Small business Saturday invariably fall on the Saturday after Thanksgiving. This strategic placement position it between two major shopping events: Black Friday and Cyber Monday.

The specific date changes each year base on when Thanksgiving occur, but it’s invariably the last Saturday in November. Typically, small business Saturday occur on the following schedule:

The Saturday follow Thanksgiving Thursday
Two days after Thanksgiving
The day after Black Friday
Two days before Cyber Monday

The history and growth of small business Saturday

American Express launch small business Saturday in 2010 during the recession to help small businesses struggle to compete with large corporations. What begins as a marketing campaign rapidly evolve into a powerful movement embrace by shoppers, business owners, and public officials similar.

In 2011, the U.S. senate formally recognize small business Saturday through a resolution. By 2012, officials in all 50 states were participated in the event. The shopping holiday hascontinuede to gain momentum, with consumer awareness and participation increase steady.

Accord to the small business administration, small business Saturday straightaway generate billions in report spending at independent retailers and restaurants each year. The initiative has help countless small businesses increase their holiday sales and gain new customers.

Why small business Saturday matters

Small businesses form the backbone of local economies. They create jobs, support community initiatives, and contribute to the unique character of neighborhoods. When consumers shop at small businesses, an importantly higher percentage of their money stay within the local economy compare to purchases make at national chains.

Consider these impacts of support small businesses:

For every dollar spend at a small business, around 67 cents stay in the local community
Small businesses donate 250 % more to local nonprofits and community causes than larger businesses
Small businesses create two out of three net new jobs
Local businesses oftentimes provide more personalized customer service
Independent retailers help maintain neighborhood diversity and character

Small business Saturday provide a crucial sales boost during the holiday season, which represent a significant portion of annual revenue for many small retailers.

How consumers can participate in small business Saturday

Participate in small business Saturday is simple and rewarding. Here are several ways consumers can support local businesses on this day:

Shop at local retailers

The near direct way to participate is to visit small, independent businesses in your community. Consider shop for holiday gifts, treat yourself to a meal at a local restaurant, or purchase services from neighborhood providers.

Spread the word

Amplify your impact by encourage friends and family to shop small. Share your favorite local businesses on social media use hashtags like – smallbusinesssaturday and – shop small. Personal recommendations carry significant weight in drive new customers to small businesses.

Purchase gift cards

If you’re unsure what to buy, gift cards from local businesses make excellent presents. They allow recipients to choose their own items while ensure money stay in the community.

Leave positive reviews

Take a few minutes to leave positive reviews for small businesses you visit. Online reviews importantly influence purchasing decisions and help small businesses build their reputation.

Attend community events

Many communities organize special events for small business Saturday, include markets, festivals, and shopping tours. These events showcase local businesses and create a festive atmosphere.

How small business owners can maximize small business Saturday

For small business owners, small business Saturday present a valuable opportunity to attract new customers and boost sales. Here are strategies to make the most of this shopping holiday:

Register as a participating business

American Express offer resources for businesses participate in small business Saturday. Register through their website to access marketing materials, digital tools, and educational resources.

Promote your participation

Start promote your participation weeks in advance. Use social media, email newsletters, and in store signage to inform customers about your plans for small business Saturday.

Offer special promotions

Create compelling reasons for customers to visit your business. Consider offer exclusive discounts, host special events, provide complimentary refreshments, or create limit edition products.

Collaborate with other local businesses

Partner with neighboring businesses to create shopping trails, passport programs, or joint promotions. Collaborative efforts can draw larger crowds and create a more festive atmosphere.

Collect customer information

Use small business Saturday as an opportunity to build your customer database. Collect email addresses for future marketing efforts and encourage shoppers to follow your social media accounts.

Show appreciation

Express gratitude to customers who support your business. Personal thank you notes, small gifts with purchase, or loyalty program bonuses can strengthen customer relationships.

The impact of small business Saturday on local economies

The economic impact of small business Saturday extend far beyond individual businesses. When consumers shift their spending to local enterprises, they trigger a multiplier effect that benefit the entire community.

Studies show that topically own businesses recirculate a greater share of their revenue topically compare to chain retailers. This recirculation strengthen the economic base of communities done:

Higher wages for employees
More purchases from local suppliers
Greater support for local charities and community organizations
Increase tax revenue for local governments

Additionally, vibrant small business districts increase property values, attract tourists, and enhance quality of life for residents. By concentrate consumer spending on one day, small business Saturday create a significant economic boost that can help small businesses thrive throughout the year.

Small business Saturday in the digital age

While small business Saturday traditionally focus on brick and mortar shopping, many small businesses straightaway operate online or have hybrid models. The initiative has eevolvedto embrace digital commerce while maintain its community focus spirit.

Small online businesses, include Etsy shops, independent e-commerce sites, and service providers, can participate in small business Saturday. Consumers interested in support small businesses online can:

Purchase instantly from small business websites preferably than large marketplaces
Support creators on platforms like Etsy, Shopify, or big cartel
Buy digital products or services from independent professionals
Share links to favorite online small businesses on social media

Many small businesses directly offer options like curbside pickup, local delivery, or buy online pick up in store services that blend digital convenience with local shopping.

Small business Saturday around the world

While small business Saturday originate in the United States, the concept has inspired similar initiatives globally. Countries include theUnited Kingdomm,Australiaa, andCanadaa haveestablishedh their own versions of the shopping holiday.

In the UK, small business Saturday take place on the first Saturday in December. The campaign has received support from the government and major organizations, help to boost the profile of small businesses nationwide.

These international versions maintain the core mission of celebrate and support local, independent businesses while adapt to local retail calendars and shopping traditions.

Prepare for small business Saturday

As small business Saturday approach, both shoppers and business owners can take steps to prepare for a successful day.

For shoppers:

Research local businesses in your area and make a shopping list
Check business hours, as some shops may extend their hours for the occasion
Look for special events or promotions happen in your community
Set a budget for support local businesses
Invite friends or family to join you for a day of local shopping

For business owners:

Order additional inventory to meet increase demand
Schedule extra staff for the day
Train employees on any special promotions or procedures
Decorate your store with small business Saturday signage
Prepare marketing materials and social media content in advance
Consider extend hours to accommodate more shoppers

Beyond small business Saturday: support local year round

While small business Saturday provide a valuable boost for local businesses, the principles behind the initiative apply year round. Consistent support from consumers help small businesses thrive beyond the holiday season.

Ways to support small businesses throughout the year include:

Make a habit of check local options before order from national chains
Purchase gifts from small businesses for birthdays and other occasions
Recommend favorite local businesses to newcomers in your community
Engage with small businesses on social media to help expand their reach
Attend local markets, fairs, and other events feature small businesses

Many communities besides organize additional shopping events throughout the year, such as first Fridays, sidewalk sales, or seasonal festivals that highlight local businesses.

Conclusion

Small business Saturday represent more than merely a day of shopping â€” it’s a celebration of entrepreneurship, community, and local character. By participate in this event, consumers help create thrive local economies and vibrant neighborhoods.

Whether you’re a shopper look to find unique gifts or a business owner prepare to welcome customers, small business Saturday offer an opportunity to connect and strengthen community bonds. Mark your calendar for the Saturday after Thanksgiving, and join millions of Americans in support the small businesses that make our communities special.