Small Business Saturday

Small Business Saturday is one of the most impactful holiday observances of the year, nestled right between Black Friday and Cyber Monday. While corporate giants dominate the headlines during the holiday shopping kickoff, this special day shifts the spotlight back to the heart of our communities: local merchants, independent makers, and passionate entrepreneurs.

When is Small Business Saturday?

Small Business Saturday is a movable holiday celebrated annually on the Saturday after Thanksgiving in the United States.

Because it relies on the date of Thanksgiving (the fourth Thursday of November), the exact calendar date shifts each year. For the next few holiday seasons, you can mark your calendar on these dates:

• 2026: November 28

• 2027: November 27

• 2028: November 25

Who Founded Small Business Saturday? The History

The holiday was originally founded by American Express in 2010.

Launched in the midst of the Great Recession, the initiative was created to help small local businesses pull in much-needed holiday foot traffic during a time when many independent stores were struggling to survive.

The campaign gained massive momentum immediately. By 2011, the U.S. Senate officially recognized the day by passing a unanimous resolution in support of Small Business Saturday. Today, it is a nationwide movement supported by coalitions of local chambers of commerce, community organizations, and elected officials across all 50 states.

The Importance of Shopping Small Businesses

Choosing to buy from a local vendor rather than a massive corporate retailer does more than just secure a unique holiday gift—it directly impacts your local economy.

• Keeps Money in the Community: Studies consistently show that for every $100 spent at a local small business, roughly $68 stays within the local economy through local wages, taxes, and secondary business spending. When spent at a chain store, only about $43 remains.

• Job Creation: Small businesses are the largest employers nationally. Supporting them ensures your neighbors, friends, and family members stay employed.

• Preserves Community Character: Local boutiques, farm stands, and independent workshops give our towns their unique flavor and charm. Without them, everywhere looks identical.

The Economic Power of the "Shop Small" Movement

What started as a simple marketing campaign has transformed into a powerful year-round cultural movement. According to annual data from the Small Business Economic Impact Study, consumers have spent an estimated cumulative total of over $200 billion on Small Business Saturdays since its inception.

This movement has successfully reframed how consumers view their spending habits. It highlights that small businesses aren't just retail storefronts—they are the youth sports sponsors, the local taxpayers, and the unique community gathering spaces that make our neighborhoods feel like home.

How to Celebrate Small Business Saturday

Celebrating this day is incredibly simple, rewarding, and fun! Here are some of the best ways to get involved:

• Dine Locally: Skip the fast-food chains on Saturday. Commit to getting your morning coffee from a neighborhood cafe, grab lunch at a local deli, or take the family out to an independent restaurant.

• Explore Main Street: Take a walk through your town's commercial district. Discover the local gift shops, bookstores, and specialty markets you might normally drive right past.

• Shop Online Small Vendors: You don't have to leave the house to support small businesses. Seek out independent online creators, Etsy makers, or digital solopreneurs who design and build their own products.

• Give a Shout-Out on Social Media: If you love a local store or service provider, snap a picture of your purchase and share it online using the hashtag #ShopSmall. Word-of-mouth is the most valuable free advertising a small business owner can get!

How Small Business Owners Can Prepare

If you own a brick-and-mortar storefront or run an independent online e-business, this holiday is your biggest opportunity of the fall season to capture new, loyal customers.

• Claim Your Free Marketing Materials: American Express provides free "Shop Small" digital badges, printable posters, and social media templates every year through their official site.

• Offer an Exclusive "Saturday-Only" Incentive: You don't have to slash your prices like big-box stores. Instead, offer a value-add gift with purchase, a free festive treat for shoppers, or a raffle ticket for a gift basket.

• Collaborate with Neighbors: Partner with surrounding shops to create a "Main Street Passport." Shoppers get a stamp at each participating small business they visit, entering them to win a grand prize if they complete the loop.

A Global Movement: Small Business Saturday International

While the holiday originated in the United States, the concept has successfully expanded across the globe.

• United Kingdom: The UK celebrates its own Small Business Saturday on the first Saturday of December each year.

• Australia & Canada: Localized versions of the "Shop Small" campaign run at various times throughout the year to encourage regional economic support.

No matter where you live in the world, the core mission remains identical: keeping your hard-earned money serving the people and communities you care about most.

Happy Shopping!