Small Business Saturday falls on the Saturday after Thanksgiving, right between Black Friday and Cyber Monday. It’s a day dedicated to supporting local businesses during a weekend when big-box retailers and online giants typically dominate.
Created in 2010 by American Express and co-sponsored by the U.S. Small Business Administration, Small Business Saturday has become a nationwide movement. Its goal is to encourage shoppers to visit local stores, dine at independent restaurants, and choose small businesses for their holiday purchases. These businesses are the backbone of the U.S. economy, employing millions of Americans and strengthening communities.
Since its launch, shoppers have spent an estimated $201 billion at small businesses on this day alone. To make the most of this year’s event, here are five ways companies can prepare:
1. Promote Your Participation
Let customers know you’re part of Small Business Saturday. Use social media, email campaigns, and local advertising to spread the word. Free marketing resources, including the official Shop Small® logo, are available at https://www.americanexpress.com/us/merchant/shop-small/materials.html.
2. Offer Exclusive Deals
Create special promotions for the day—such as discounts, buy-one-get-one offers, or gift-with-purchase incentives—to attract shoppers and reward loyalty.
3. Bundle Products or Services
Holiday bundles add value and encourage larger purchases. For example, a beauty retailer might combine shampoo, conditioner, heat protectant, and finishing spray into a festive hair care package.
4. Make Your Space Inviting
Beyond holiday décor, ensure your store is clean, well-stocked, and welcoming. Consider adding small touches, such as complimentary snacks or live music, to create a memorable shopping experience.
5. Staff Up and Focus on Service
Expect higher foot traffic and plan staffing accordingly. Friendly, outgoing employees can make a lasting impression and help turn first-time visitors into repeat customers.
Small Business Saturday isn’t just a shopping day—it’s an opportunity for local businesses to boost visibility, strengthen community ties, and kick off the holiday season on a high note. With thoughtful preparation, you can turn this event into a powerful driver of sales and goodwill.