Why Small Business Saturday Is Worth Celebrating

Young female customer paying in a vintage clothing shop on Small Business Saturday

The weekend following Thanksgiving brings us together in a unique way—one that celebrates community, connection, and the spirit of giving back. While Black Friday beckons us to shop ‘til we drop, Small Business Saturday invites us to slow down, buy with intention, and celebrate the economy's heartbeat. But where did this special tradition originate?

Read on for a brief history of Small Business Saturday, why it matters, and how you can join in, whether shopping, sharing, or simply showing up!

What Is Small Business Saturday?

Small Business Saturday is an annual shopping event that encourages you to support your local businesses and enjoy their unique offerings. Mega retailers tend to monopolize holiday marketing, but it’s the small businesses that keep the local economy strong.

The money you spend at a local business, whether a farmers market or a boutique, recirculates to create what financial analysts call the multiplier effect. The American Independent Business Alliance reports that 2 to 4 times more of what you spend at a local business, as opposed to a large big-box store, goes back into the community.

Woman, child at farmers market talking to customer on Small Business Saturday

When is Small Business Saturday?

Small Business Saturday is strategically placed between Black Friday and Cyber Monday to challenge the dominance of large chains and e-commerce giants. You can support Small Business Saturday 2025 on November 29.

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How Did Small Business Saturday Start?

Initially, Small Business Saturday was a campaign launched by American Express to inspire consumers to shop within their communities. In 2011, local, state, and federal lawmakers began to promote the concept, amplifying its effectiveness.

By 2012, American Express was offering local companies free personalized ads and other resources to celebrate this shopping day. That year, consumers spent an estimated 5.5 billion dollars on local small businesses across the country. By 2023, that number had risen to 17 billion, according to the Small Business Administration (SBA).

Front View Of Take-Away Coffee Shop With Black Stools At Night

Why Should I Shop at Small Businesses?

Shopping at local small businesses allows you to create a personal connection with your community and the people who make it strong. What are some other reasons that shopping where you live makes the most sense?

Local businesses sell local products. That often means they source their goods from others in the area, like farmers. Local sourcing creates jobs and increases revenue.
Local businesses support local non-profits. One survey found that local businesses donate 250% more to non-profits in the community than larger corporations.
Shopping locally is an investment in your hometown. 68% of every $100 you spend there goes back into the community.
Shopping near home is good for the environment. Large retail stores have a bigger environmental impact than a small shop on Main St. You may also expend less energy getting to that shop
Local small businesses add value to your community. Vibrant local companies will make the neighborhood more desirable.
Local businesses can provide more personalized service. They have a better understanding of what resources the community needs and how they apply to each person.

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How to Participate in Small Business Saturday

If you’re a shopper, you might be surprised by how little you know about the small business communities in your area. Learn more about them to maximize your shopping experience. Here are some Small Business Saturday ideas to help you plan your day.

Explore the neighborhood. Take the time to review the business directory in your neighborhood and consider looking at nearby communities.
Make a list of special promotions. Small Business Saturday is a major annual event, and many businesses will offer specials. To find out what they are, check your mailbox for promotions, visit stores online, and check social media using hashtag searches such as #ShopSmall and #SmallBusinessSaturday.
Look for pop-up shops and local events. For example, there may be a holiday market that showcases small businesses, local creatives, or entrepreneurs.
Make a shopping route. Prioritize the must-see shops in your area first, especially if you have particular items you want to buy. Once you complete your local shopping, move on to the businesses in the surrounding communities. Don’t forget to schedule breaks at small coffee shops and cafés.
Make it a family day. You can make this day more fun by bringing family and friends with you.
Don’t be afraid to try something new. Small Business Saturday gives you the opportunity to explore shops and services that you might not otherwise. You may discover some treasures that you didn’t realize were there.
Gift cards and certificates are great choices. If you find a store or service that you love, consider giving a gift card or certificate to a friend or family member to support it.
Be prepared to share the experience on social media. Use Facebook check-ins and post photos as you shop. This helps to promote the businesses you love.

The Takeaway: Small Business Saturday Makes a Big Difference

Small Business Saturday isn’t just another day to shop for holiday gifts. It’s a movement designed to support local businesses and build strong communities. When you shop on Small Business Saturday 2025, you invest in everything that makes your home unique. This year, consider skipping the stress of Black Friday and be part of celebrating your local businesses.