Small Business Saturday is an annual shopping-oriented holiday observed on the Saturday after Thanksgiving in the United States — a day meant to support and highlight small, local businesses.

History of Small Business Saturday

The concept began in 2010, when American Express launched the initiative to encourage consumers to “shop small” during the busy holiday shopping season.
In 2011 the effort gained broader recognition when the U.S. Small Business Administration (SBA) became a cosponsor and the campaign started to attract support from local governments, business coalitions and community organizations across all 50 states.

Why is Small Business Saturday important?

Small Business Saturday shines a spotlight on small and independent businesses during one of the busiest shopping periods of the year, helping them compete with large retailers and nationwide chains.
It also strengthens local economies: money spent at small businesses tends to stay within the community, supporting jobs, local suppliers and neighbors, and helps preserve the unique character of neighborhoods and towns.

  • It supports entrepreneurs and locally owned businesses.
  • It helps maintain vibrant community economies.
  • It offers consumers unique and personalized shopping experiences.
  • It encourages awareness of the value of small-scale commerce.
  • It promotes sustainable, community-oriented spending rather than big-box or mass retail patterns.

How to Observe Small Business Saturday

Observing Small Business Saturday means intentionally choosing to shop at small, independent businesses, whether you’re buying gifts, dining out, or using services, rather than automatically going to large chains or big online stores. It’s about keeping your spending local and meaningful.
It can also be an opportunity to explore local artisans, boutique shops, family-owned stores and community-centric services you might otherwise overlook during the holiday rush.

  • Visit small, local shops or independent artisans in your area.
  • Choose gifts, food or services from small businesses rather than big retailers.
  • Share your favorite small businesses on social media, tell friends why you support them.
  • Combine holiday errands with local shopping to support community businesses.
  • Keep small-business support in mind beyond just this Saturday.

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November 29

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