Small Business Saturday, landing the day after Black Friday and encouraging shoppers to support local, independently owned businesses during the busy holiday shopping season.
History of Small Business Saturday
Small Business Saturday was created in 2010 by American Express, designed specifically to fall between the retail giants’ Black Friday and the online-focused Cyber Monday. The goal was to shine a spotlight on small, independently owned businesses that often can’t compete with the massive doorbuster deals and marketing budgets of major retailers. American Express supported the effort with marketing campaigns and even offered statement credits to cardholders who shopped at small businesses on the day.
In 2011, the U.S. Senate officially recognized Small Business Saturday, and it has since grown into a widely embraced shopping tradition, supported by local governments, chambers of commerce, and small business owners across the country each year.
How to Celebrate Small Business Saturday
- Shop at locally owned stores instead of large chains or online-only retailers
- Try a local restaurant, coffee shop, or bakery you haven’t visited before
- Share your favorite small businesses on social media using #SmallBusinessSaturday
- Leave a positive review for a small business you love
- Consider starting your holiday shopping list with local gift ideas before turning to larger retailers
Fun Facts About Small Business Saturday
- Small Business Saturday was created by American Express in 2010.
- The U.S. Senate officially recognized the day in 2011, just one year after its creation.
- Small businesses account for a significant share of private sector employment in the United States, making shopping local a meaningful economic impact.
- The day falls between Black Friday and Cyber Monday specifically to give small businesses a dedicated spotlight amid the bigger retail promotions surrounding it.
- Many cities and towns host dedicated Small Business Saturday events, including local shopping guides, discounts, and community gatherings.
Frequently Asked Questions
When is Small Business Saturday?
Small Business Saturday falls on the Saturday after Thanksgiving each year, which is November 28th this year.
Who created Small Business Saturday?
American Express created Small Business Saturday in 2010 to encourage holiday shoppers to support small, independently owned businesses.
Is Small Business Saturday only for in-store shopping?
While it’s traditionally focused on shopping at physical local stores, many small businesses also participate online, so shoppers can support local businesses even if they have an online storefront.