Small Business Saturday 2026: Everything you Need to Know

Small Business Saturday is an annual shopping holiday that takes place on the Saturday following Thanksgiving in the United States. The beginning of Small Business Saturday® dates back to its founding by American Express on November 27, 2010, with initial support from organizations like Main Street America. Local officials and government bodies quickly began to notice the importance of the event, and in 2011, the Senate unanimously passed a resolution in support of Small Business Saturday, marking its official recognition. By 2012, Small Business Saturday had gained participation from officials in all 50 states, highlighting its national significance and widespread impact across the country and nation. Since its inception in 2010, consumers have spent an estimated total of more than $200 billion at small businesses on Small Business Saturday.

Introduction to Small Business Saturday

Small Business Saturday, often referred to as Business Saturday, is an annual event that takes place on the Saturday after Thanksgiving, marking a pivotal moment in the holiday shopping season. This nationwide initiative encourages consumers to shop at local small businesses, dine at neighborhood restaurants, and explore the unique offerings of their communities. As millions of shoppers across the United States participate each year, Business Saturday has become a cornerstone of holiday shopping, driving consumer spending toward local stores and services.

By choosing to shop small on Business Saturday, consumers play a direct role in supporting the local economy and helping small businesses thrive. This annual event is more than just a day of shopping—it’s a celebration of the creativity, diversity, and resilience of local businesses. Whether you’re searching for one-of-a-kind gifts, enjoying a meal at a family-owned eatery, or discovering new favorites in your town, Business Saturday is the perfect opportunity to invest in your community’s success and ensure that local businesses continue to flourish throughout the holiday shopping season and beyond.

When is it?

Small Business Saturday typically falls on the last Saturday of November, making it a part of the Thanksgiving weekend. As one of the biggest shopping days of the year, it attracts holiday shoppers looking for unique gifts and local experiences. This is another important date to remember while trying to plan out your business’s 4th quarter. Small Business Saturday is celebrated on the Saturday following Thanksgiving, which will be November 29, 2025. Mark your calendar and get ready to support your local small businesses!

Why Does Small Business Saturday Happen?

Small Business Saturday was created to address several important goals:

1. Support Local Businesses: The primary aim of Small Business Saturday is to encourage people to shop at local, independently-owned businesses, helping them thrive and grow. Local retailers play a vital role in the community by contributing to employment and supporting local initiatives.

2. Boost Local Economies: When consumers shop locally, the money they spend circulates within the community, creating a positive economic impact. For every dollar spent at a small business, 68 cents stays within the local economy, highlighting the significant financial impact in dollars.

3. Foster Community Connections: Small businesses are often deeply rooted in their communities. This event promotes a sense of community by bringing people together to support their local entrepreneurs.

Profit from holiday sales is crucial for small businesses, as it can significantly impact their annual financial success. Additionally, approximately 75% to 92% of small business owners donate to local charities and support community events.

Benefits of Small Business Saturday

Small Business Saturday offers numerous advantages to both business owners and consumers:

1. Supports Local Economy: By shopping at local businesses, you contribute to your community’s economic well-being.

2. Unique Products and Services: Small businesses often offer one-of-a-kind, artisanal, or locally-made products and services that you won’t find in big chain stores.

3. Personalized Service: Smaller businesses often provide more personalized and attentive customer service, helping you find exactly what you need.

4. Job Creation: Supporting small businesses helps create jobs within your community, which is crucial for local employment opportunities.

How to Sign Up for Small Business Saturday

If you’re a small business owner looking to participate in Small Business Saturday, here’s what you can do:

1. Promote Your Participation: Let your customers know that you’re taking part in Small Business Saturday through social media, your website, and in-store signage. Make sure your team is involved and focus on key promotional activities that have proven effective in the past to maximize your impact.

2. Offer Special Deals: Create enticing promotions or discounts to draw in more customers.

3. Collaborate: Consider teaming up with neighboring businesses for joint promotions or events to increase foot traffic in your area.

4. Leverage Social Media: Use popular platforms like Instagram, Facebook, and Twitter to engage with your customers and spread the word about your Small Business Saturday activities. A strong online and internet presence, including using the best hashtags for small businesses, is essential for promoting your services and engaging customers, especially during holiday shopping events.

5. Use the Shop Small Map: Update your listing on the shop small map to increase your visibility and reach local shoppers looking to support small businesses.

6. Form Partnerships: Build partnerships with local organizations or educational institutions to engage new audiences and boost participation in your events.

7. Join the Shop Small Movement: Visit the American Express Shop Small website and register your business. You can access free marketing materials, custom signage, and digital tools to help you prepare for the big day.

This year, 56% of small businesses plan to offer seasonal discounts and 48% will extend their regular business hours during the holiday season.

Small businesses can participate in Small Business Saturday by leveraging free resources from American Express and engaging on social media.

Why Small Business Saturday Matters

Small Business Saturday is not just another shopping day; it plays a vital role in maintaining the vibrancy of local communities and complements other celebrations like Small Business Week 2026 honoring entrepreneurs. Here’s why it matters:

1. Preserve the Local Flavor: Small businesses give each community a unique character, and by supporting them, you help preserve the distinctive essence of your area. Downtown areas and city centers especially benefit from increased foot traffic and community engagement during Small Business Saturday, boosting both economic activity and urban vitality.

2. Strengthens Entrepreneurship: Small businesses are often run by passionate entrepreneurs who bring innovative ideas and job opportunities to your community.

3. Community Cohesion: Small Business Saturday fosters a sense of community, bringing neighbors together to celebrate and support the businesses that make their area special. Neighborhood champions play a key role in organizing and promoting events that support small businesses, helping to unite the community and drive participation.

4. Economic Resilience: Supporting local businesses helps create a more resilient local economy, ensuring it can weather economic challenges.

In fact, 59% of consumers participate in Small Business Saturday to support local shops.

The Role of Local Small Businesses

Local small businesses are the heartbeat of their communities, offering products, services, and experiences that simply can’t be matched by big box stores. Owned and operated by passionate entrepreneurs and families, these businesses are deeply invested in the well-being of their neighborhoods, even as many small businesses are hit by rising costs and slowing demand. They provide exceptional customer service, create jobs, and often serve as gathering places for friends and neighbors.

During the annual holiday shopping tradition, especially on Small Business Saturday, local small businesses have the chance to shine. This is their moment to showcase unique merchandise, introduce new customers to their offerings, and participate in community events that bring people together, just as they might use strategies to attract new customers during Memorial Day and other key holidays. Many local businesses also collaborate with organizations, charities, and other small enterprises to promote shared initiatives and give back to the community. By supporting these businesses, consumers help preserve the distinct character of their towns, foster economic growth, and ensure that local traditions continue to thrive year after year.

A Celebration of Community

Small Business Saturday is not just a day for shopping; it’s a celebration of community. It brings people together to support the businesses that make their neighborhoods unique. These small businesses, whether it’s the cozy cafe on the corner or the boutique selling handmade crafts, are more than just places to buy goods and services; they are integral parts of the community’s identity.

Investing in Your Community

When you shop at a local small business, you’re not just making a transaction; you’re investing in your community. The money you spend at a neighborhood shop doesn’t disappear into a corporate abyss; it circulates within your community, fueling its growth and development. It helps create job opportunities for your friends and neighbors and ensures that your area remains vibrant and resilient, especially when businesses pair this support with intentional community outreach to boost your business.

Embracing Entrepreneurship

Small Business Saturday also highlights the essence of entrepreneurship. Small business owners are often individuals or families who pour their hearts and souls into their ventures. They are driven by passion and a desire to serve their communities, often starting with key steps every new business owner should take before opening. By supporting these businesses, you are endorsing the spirit of entrepreneurship and giving local innovators the opportunity to flourish.

Growing Your Business as a Business Owner

For small business owners, the holiday season—and especially Business Saturday—presents a valuable opportunity to grow your business and connect with new customers. To stand out during this busy time, consider offering exclusive holiday discounts, extending your store hours, and launching creative marketing campaigns that highlight your unique products and services, drawing on smart strategies to prepare for the busy holiday season. Social media is a powerful tool: use it to share behind-the-scenes glimpses, promote special events, and engage directly with your customers.

Collaboration is another key to success. Partner with other local businesses to host joint events, workshops, or cross-promotions that draw more shoppers to your area. Take advantage of the Shop Small initiative and the resources provided by organizations like the U.S. Chamber of Commerce and the Small Business Administration. These tools, along with free marketing ideas for small businesses, can help you navigate the challenges of the holiday shopping season, from marketing support to business planning. By embracing these strategies and participating in the Small Business Saturday campaign, you can boost your visibility, increase sales, and build lasting relationships within your community.

Creative Marketing Strategies

The event encourages business owners to be creative in their marketing strategies. Using data to measure the success of marketing efforts—such as tracking foot traffic, sales, and social media engagement—can help focus on the most effective promotions and better understand consumer behavior. Whether it’s offering special promotions, collaborating with other local businesses, or engaging with customers through social media, Small Business Saturday provides a platform for these entrepreneurs to shine with inspiring Thanksgiving marketing ideas that can extend throughout the season. According to the QuickBooks Holiday Shopping Report, shoppers plan to do 41% of their holiday shopping at small businesses, up from 36% last year. As online and big box shopping continue to grow, don’t forget the importance of supporting small businesses during the holiday season. It allows them to showcase the unique products and services they offer, enticing shoppers to explore what’s right in their own backyard.

Empowering Mindful Choices

Furthermore, Small Business Saturday empowers consumers to make more mindful choices. It encourages people to think about where they spend their money and the impact those choices have on their community. Supporting local businesses often means a more personalized shopping experience, as well as access to high-quality, handcrafted, and unique products that are not found in big box stores, especially when those businesses have strengthened their visibility through local SEO to improve small business web presence.

Celebrating Small Businesses

In conclusion, Small Business Saturday is a day that goes beyond commerce. It’s a day to celebrate the tapestry of small businesses that enrich our neighborhoods. In 2022, if every Gen Z and Millennial shopper spent $10 at a small business on Small Business Saturday, it would generate $2 billion of local economic activity. In 2023, U.S. consumers spent about $17 billion at small businesses on Small Business Saturday, demonstrating its growing impact.

This success is made possible through the team effort and partnership between organizations, community groups, and local leaders who work together to support small businesses and engage new audiences. It’s a day to support local entrepreneurs, invest in our communities, and enjoy the personalized service and unique offerings that only small businesses can provide. So, when November 29th arrives, join the celebration, shop small, and be a part of something bigger – a united effort to create thriving, close-knit communities where small businesses flourish, and everyone benefits.

Conclusion and Call to Action for Small Businesses and Business Owners

Small Business Saturday is more than just a shopping day—it’s a powerful movement that supports local small businesses, strengthens the local economy, and brings communities together. As a consumer, your choice to shop small on Business Saturday can make a real difference, helping local businesses grow and succeed during the holiday season and beyond. For small business owners, this annual holiday shopping tradition is a chance to attract new customers, increase sales, and showcase the unique value you bring to your neighborhood.

We encourage everyone to participate in Small Business Saturday: shop small, support local businesses, and help create a thriving local economy. By coming together as a community, we can ensure the continued success of our local stores and entrepreneurs. Let’s make this Business Saturday a celebration of the businesses that make our neighborhoods special—shop small, support your local community, and be part of a nationwide effort to build stronger, more vibrant towns and cities.