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Support Local: The Importance of Small Business Saturday

Every November, Small Business Saturday empowers communities to thrive by supporting local shops and independent makers.

By Medha deb

Created on Sep 27, 2025

Every November, Small Business Saturday empowers communities to thrive by supporting local shops and independent makers.

Why Small Business Saturday Matters

Every year, nestled between the frenzy of Black Friday and Cyber Monday, there is a quieter revolution taking place: Small Business Saturday. This annual event shines a spotlight on the role that independent shops, local makers, and small-scale enterprises play within our communities. While big-box retailers and e-commerce giants lure crowds with doorbusters and flash sales, Small Business Saturday urges us to shop mindfully—supporting the businesses that give our neighborhoods their unique character, sustainable employment, and authentic connections.

The Origins of Small Business Saturday

Small Business Saturday began as an initiative by American Express in 2010, with the intention to encourage consumers to consider local retailers during the year’s busiest shopping weekend. In 2011, the movement gained further traction when the U.S. Small Business Administration (SBA) joined as a co-sponsor, helping the campaign spread nationally. It is not just a retail holiday—it has evolved into an enduring celebration of community, entrepreneurship, and sustainable economic development.

The Online Onslaught: Challenges Facing Small Businesses

In the digital age, small businesses face intense pressure from massive online retailers. Platforms like Amazon offer consumers vast selections, fast shipping, and low prices—advantages that can overshadow the benefits of shopping small. Brick-and-mortar shops also contend with higher operating costs, staffing challenges, and pandemic-induced setbacks. The convenience of online shopping, combined with aggressive marketing by large chains, makes it ever more important to remind consumers of what is at stake if small businesses are overlooked.

Loss of local character: Small businesses contribute to the distinct personality of neighborhoods, offering products and experiences unavailable elsewhere.
Economic drain: Dollars spent at national chains are less likely to recirculate locally, limiting the multiplier effect that benefits the community.
Environmental impact: Large-scale supply chains and expedited shipping often come with higher carbon footprints compared to supporting neighborhood shops.

The Impact of Shopping Small

Shopping at local businesses has profound positive effects. Not only do these purchases help create and sustain jobs, but they also keep more money in the local economy. Studies show that an estimated 67 cents of every dollar spent at a small business stays in the community. This supports:

Employment for family, friends, and neighbors
Public services through taxes and fees
Local charitable initiatives and events

Additionally, small business owners are more likely than large corporations to:

Source products and services locally
Support nearby schools, teams, and nonprofits
Foster sustainable practices and reduce waste

How Small Business Saturday Supports Community Resilience

Participating in Small Business Saturday is more than a show of goodwill; it is an investment in the health, diversity, and sustainability of your community. After disruptive events, such as economic downturns or natural disasters, small businesses are often the pillars supporting recovery. By shopping small, you help assure these resilient enterprises can weather challenges and continue to serve as community anchors.

In recent years, the celebration has provided vital support for businesses impacted by hurricanes, the pandemic, and other unforeseen hardships. Communities have leveraged the visibility of the event to launch supportive initiatives, such as local business directories, social media campaigns, and collaborative promotions—demonstrating the power of collective action on a single day of shopping.

Creative Ways to Support Small Businesses

While shopping in person is a wonderful way to participate, there are many creative and low-cost (often free) ways to uplift your neighborhood businesses—on Small Business Saturday and throughout the year:

Make a Shop Local Pledge: Dedicate the day (or season) to purchasing exclusively from small businesses, whether for gifts, meals, or services.
Amplify on Social Media: Share photos, stories, and positive experiences related to your favorite shops on platforms like Instagram, Facebook, and TikTok. Use hashtags like #ShopSmall or city-specific ones to broaden reach.
Leave Reviews: Online ratings and testimonials on Google, Yelp, or Facebook can dramatically increase visibility for businesses within your community.
Buy Gift Cards: Purchasing gift cards gives businesses immediate revenue and introduces new customers to their services.
Refer a Friend: Word of mouth remains one of the most effective marketing tools for small enterprises. Recommend favorite businesses to family or friends—every referral counts.
Participate in Local Campaigns: Engage with neighborhood initiatives—such as shop local days, pop-up markets, or scavenger hunts—that are designed to showcase independent retailers.

Case Study: Community Campaigns for Small Business Success

Cities across the U.S. have launched coordinated efforts to help small businesses flourish during the holiday rush. For example:

Tampa, Florida: The Shop Small Tampa campaign spotlights local businesses in an online directory and through the city’s official social media. This initiative also focuses on hurricane recovery, helping businesses rebuild and attract new customers. Shoppers are encouraged to use the hashtag #ShopSmallTampa to spread awareness and support.
Lincoln Square, Chicago: Each year, small businesses in Lincoln Square and neighboring Ravenswood celebrate with festive promotions, music, and local events—culminating in a tree lighting to reinforce community spirit and encourage early, small-scale shopping.

Why Small Business Saturday Is Vital—By the Numbers

Statistic	Details
Official Founding	2010 by American Express
Official SBA Cost Sponsorship	Since 2011
U.S. Small Businesses	34+ million independent businesses
Total Reported U.S. Spending on Small Business Saturday (since 2010)	$201 billion
Projected Spending in 2023	~$17 billion
Annual Percentage of Consumers Participating (2022)	Nearly 60%

These numbers demonstrate that, collectively, consumer choices wield substantial influence—shifting billions of dollars towards enterprises that pay forward the value of local commerce.

Personal Touch: The Unique Value of Local Businesses

Beyond numbers and financials, shopping at small businesses fosters genuine, personalized experiences.

Authentic Connections: Shop owners and staff often build lasting relationships with their customers, providing bespoke recommendations and attentive service.
Curated Selections: Local stores feature carefully chosen products—often handmade, locally sourced, or ethically produced—that cannot be found in chain stores or large online marketplaces.
Transparency: Small businesses typically offer clearer insight into their sourcing, labor, and sustainability practices, aligning with the increasing consumer desire for responsible commerce.

Tips for Making the Most of Small Business Saturday

Plan Ahead: Make a list of shops or districts you want to visit, including new businesses you’ve been wanting to try.
Explore Online: Many small businesses now offer online purchasing, curbside pickup, or delivery—making it easy and safe to support them from home if needed.
Engage with Special Events: Look out for pop-ups, in-store demos, festive treats, and neighborhood celebrations that bring added fun to your shopping experience.
Ask About Loyalty Programs: Many local shops offer rewards or referral incentives for supporting them year-round.
Be Patient and Kind: Independent stores may be busier than usual or have fewer staff—your understanding goes a long way.

How Small Businesses Prepare and Thrive

Leading up to Small Business Saturday, local retailers often:

Organize window displays to attract shoppers and create a festive atmosphere.
Offer exclusive promotions, discounts, or bundled gifts.
Host workshops, demonstrations, or tastings to engage customers.
Collaborate with other local businesses for joint events, giveaways, or cross-promotions.
Leverage social media and email marketing to share stories, products, and special offers.

For business owners, the day provides a boost in visibility and sales, as well as an opportunity to build lasting relationships with new customers. Resources from organizations like the SBA, American Express, and local chambers of commerce help with free marketing materials and strategic support.

Frequently Asked Questions

When is Small Business Saturday?

Small Business Saturday takes place every year on the Saturday after Thanksgiving, falling between Black Friday and Cyber Monday. In 2025, it will be observed on November 29th.

How can I find participating small businesses?

Check local business directories, chamber of commerce websites, or online initiatives organized by your city—many areas maintain searchable databases highlighting participating shops and makers. Social media hashtags such as #ShopSmall can also guide you to businesses in your area.

I can’t shop in person—how else can I participate?

Support small businesses by shopping through their websites, buying e-gift cards, leaving positive reviews, or amplifying their stories on social media.

What makes shopping small more sustainable?

Shopping at local businesses helps reduce the carbon footprint associated with shipping, fosters resilient supply chains, and often encourages more ethical production and labor practices. Many small businesses are committed to eco-friendly materials, practices, and community enrichment.

Why should I prioritize Small Business Saturday over bigger sale events?

While mainstream sales offer bargains, shopping small invests in long-term community vitality, supports local families, and strengthens independent entrepreneurship. Your dollars make a direct impact—helping local enterprises remain vibrant and distinctive amid corporate competition.

Take the Small Business Saturday Challenge

This year, make a commitment to shop local—not only on Small Business Saturday, but throughout the holiday season and beyond. Share your favorite finds, introduce someone new to a neighborhood business, and take pride in sustaining the shops that make your community home.

Together, small choices add up to big change. Every dollar spent with a local business keeps our neighborhoods unique, connected, and thriving.

References

Author

medha deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts.

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