Small Business Saturday, celebrated each year on the Saturday after Thanksgiving, is more than just a shopping day—it’s a movement that champions the heartbeat of every community: small businesses. Launched by American Express in 2010, this national initiative encourages holiday shoppers to support local merchants, artisans, restaurants, and service providers during the busiest shopping season of the year.
In a world dominated by big-box retailers and online mega-stores, Small Business Saturday reminds us of the value and vibrancy that local businesses bring to our neighborhoods.
Why Shopping Local Matters
Strengthening the Local Economy
When you spend money at a locally owned business, more of that money stays in your community. Local businesses recirculate a greater share of every dollar as they create locally owned supply chains and invest in employees.
Every dollar you spend locally:
- Supports job creation
- Helps fund city services through sales tax
- Keeps community character alive
Building a Stronger Community
Local businesses are more than just storefronts—they’re neighbors. They’re the people who sponsor your child’s soccer team, contribute to local nonprofits, and participate in community events. When you shop local, you foster relationships and create a stronger sense of community.
Unique Products and Personalized Service
Unlike national chains, small businesses often provide handmade, curated, or unique items that reflect the local culture. Whether it’s a handmade ornament, custom gift basket, or small-batch candle, you’ll find something more meaningful than a mass-produced product.
Plus, small business owners take pride in offering personalized customer service, which often leads to a more enjoyable and rewarding shopping experience.
The Economic Impact of Small Business Saturday
Since its inception, Small Business Saturday has gained momentum. In 2022 alone, U.S. consumers spent an estimated $17.9 billion on this single day, according to American Express. That number is a testament to the growing awareness of how vital small businesses are to the economic ecosystem.
When local businesses thrive, they:
- Hire more employees
- Expand their offerings
- Revitalize shopping districts
- Increase community stability
How to Participate in Small Business Saturday
1. Make a Shopping Plan
Start by identifying the small businesses in your area. These might include:
- Local boutiques
- Bookstores
- Coffee shops
- Artisans and craft markets
- Restaurants or bakeries
Use online directories or your chamber of commerce website to find local businesses participating in Small Business Saturday. Many towns and cities also host events, pop-up markets, or sidewalk sales.
2. Share the Love Online
Even if you’re not able to shop in person, you can still support small businesses by:
- Shopping online via their websites
- Sharing their social media posts
- Leaving positive reviews on Google, Yelp, or Facebook
- Tagging them in photos of your purchases
A little digital support goes a long way toward increasing a small business’s visibility.
3. Buy Gift Cards for Later
Not sure what to buy? A gift card is always a safe bet—and it helps businesses with immediate cash flow. Gift cards are especially great for holiday presents, birthdays, or to treat yourself down the road.
Tips for Small Business Owners
If you’re a small business owner preparing for Small Business Saturday, here are a few things to consider:
- Promote Early: Use your social media, website, and email list to announce any deals or events.
- Offer Exclusive Discounts: Give customers an extra incentive to shop with you that day.
- Collaborate with Other Businesses: Partnering with nearby stores for joint events or promotions can attract a wider crowd.
- Decorate and Create a Festive Atmosphere: Make your store a fun, inviting place for holiday shopping.
The goal is to create an experience that turns first-time visitors into loyal customers.
Beyond Saturday: Supporting Local All Year
While Small Business Saturday is a great opportunity to show your support, local businesses need your help all year long. Consider:
- Shopping at local farmers markets
- Hiring local service providers
- Attending local events and craft fairs
- Recommending your favorite businesses to friends and family
Supporting small businesses doesn’t always mean spending money. Simply spreading the word, liking their social media pages, or volunteering your time can make a meaningful difference.
Make a Big Impact with Small Choices
Shopping local on Small Business Saturday isn’t just about snagging a deal—it’s about celebrating the people who make your town unique. Every dollar you spend is an investment in your community, helping to preserve its character, support its workers, and build a stronger local economy.
So this November, take a stroll down Main Street, pop into that new café you’ve been meaning to try, or buy a handmade gift from a local artisan. You might be surprised by the impact of your small actions—and how rewarding shopping local can be.