What Small Business Saturday Is and Why It Matters
Small Business Saturday falls on the Saturday after Thanksgiving, squeezed between Black Friday and Cyber Monday. While those days focus on big-box stores and online retailers, Small Business Saturday pushes people to shop locally instead.
Started by American Express in 2010 during the recession, the idea was simple: encourage people to "shop small" and pump money into local economies when communities needed it most.
It worked. Last year, consumers spent over $20 billion on Small Business Saturday. Not millions—billions. That's real money flowing into local communities instead of corporate headquarters.
Why This Matters
Supporting local businesses isn't just feel-good charity. It's economic strategy. American Express estimates that for every dollar spent at small retailers, $0.67 stays in the community. Money circulates locally instead of disappearing into distant corporate coffers.
Small businesses create jobs for local residents, elevate minority entrepreneurs, and keep neighborhoods alive. Strip malls full of empty storefronts don't happen because people shop local.
The pandemic hit small businesses hard. Many are still recovering. Shopping small helps them get back on their feet while strengthening communities.
How It Started
2010: American Express launches Small Business Saturday during the recession.
2011: U.S. Senate unanimously passes a resolution supporting it.
2013: Over 1,400 "Neighborhood Champions" sign up to organize local events.
2015: The Small Business Administration becomes co-sponsor.
2020: Americans spend a record $19.8 billion.
2021: Record broken again—over $20 billion spent.
Today, Small Business Saturday has support from American Express, the SBA, and Women Impacting Public Policy. They use the event to push "shop small" campaigns nationwide.
For Business Owners
Get on the map. American Express maintains a "Shop Small" map. Add your business to their directory so customers can find you.
Plan your sales. Holiday shoppers expect deals. Stand out with early bird discounts, free gift wrapping, refreshments while shopping, or gifts with purchases over $50. Make it worth their while to choose you over Amazon.
Prepare your space. More foot traffic means you need enough staff scheduled, adequate inventory, and a plan for any special services you're offering. Check operating hours with your landlord and coordinate with neighboring businesses.
Don't ignore online sales. Optimize your website even if you're focusing on foot traffic. Customers might browse online and buy in-person. Multi-channel marketing increases add-on purchases.
Join local events. Find other participating businesses and share strategies. Veteran entrepreneurs have advice on maximizing the day. Check with your Chamber of Commerce or small business alliance for existing activities.
Host your own event. Can't find events in your area? Create one. One Arizona community hosted a superhero-themed event. Get creative. What do local customers want?
Advertise ahead of time. Your existing customers probably don't know about Small Business Saturday. American Express offers free marketing tools. Send emails highlighting what customers can expect. Follow up with reminders as the day approaches.
Use social media. Hold contests where people share your posts to enter. Use hashtags like #smallbusinesssaturday or #shoplocal. Tag American Express' @shopsmall account for more visibility.
Retain new customers. Special events attract new customers but keeping them takes effort. Send follow-up emails thanking them. Capture email addresses and phone numbers. Keep the momentum going year-round.
For Shoppers
Plan purchases for local businesses. Take your family's wish list to small businesses in your community instead of defaulting to big retailers. When you shop small, money stays local.
Participate in local events. Many small businesses host activities appealing to all ages. Take your kids. Build memories while investing money back into your community.
Talk it up. Share posts from your favorite small businesses. Post messages encouraging friends and followers to shop small. Check in on social media when visiting local businesses. Use hashtags. Tag shops to give them visibility.
Become a regular. Don't let one day define your support for local businesses. Shop small the other 364 days too. Takes more effort than clicking "add to cart" on Amazon, but you'll strengthen your neighborhood and local economy.
The Bigger Picture
Small Business Saturday gives business owners access to resources and opportunities they wouldn't otherwise have. It reminds consumers that alternatives to Amazon and Walmart exist in their own neighborhoods.
The Saturday after Thanksgiving, skip the big-box stores. Find local shops, restaurants, and service providers instead. Spend money where it circulates back into your community rather than vanishing into distant corporate profits.
$20 billion spent last year proves people care about local businesses when reminded. This year can beat that record. All it takes is choosing local over convenient, independent over corporate, neighborhood over national chain.
Small businesses are the backbone of Main Street America. One Saturday a year highlights that fact. The other 364 days determine whether they survive.
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