Small businesses nationwide take part in Small Business Saturday, a retail event that encourages people to shop locally and support independent stores. Each year, the day brings consumers and communities together around a shared goal of sustaining small enterprises and boosting neighborhood economies. What began as an initiative from American Express has evolved into a major force in U.S. commerce.
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As anticipation builds, networks and business groups work actively to help the event deliver measurable results for independent retailers. From local partnerships to national campaigns, these efforts continue to widen the reach of Small Business Saturday across the country.
Understanding Small Business Saturday
Small Business Saturday began in 2010 when American Express launched a campaign encouraging shoppers to visit neighborhood stores. The U.S. Small Business Administration joined the effort the following year and helped turn it into a nationwide event that kicks off the holiday season for small retailers. The celebration happens every Saturday after Thanksgiving and connects the weekend between Black Friday and Cyber Monday with a focus on local spending.
The goal remains simple: to draw attention to the businesses that serve as the backbone of local economies. Small stores and independent service providers participate by offering exclusive deals, hosting special events or simply greeting customers with genuine hospitality. It’s an opportunity to remind shoppers that every small purchase can make a big difference.
The focus matters
Small businesses make up 99% of all the U.S. companies and employ nearly half of the private workforce. Local spending helps sustain jobs, boost neighborhood services and strengthen community programs. This ongoing support builds the foundation for sustained local growth.
For many entrepreneurs, the weekend following Thanksgiving is one of the busiest and most important sales days of the year. It plays a key role in the holiday shopping season, helping small retailers attract new customers and increase year-end revenue. The event also allows local owners to build loyalty through authentic service and meaningful community connections.
Communities benefit, too. Local spending reinforces tax bases, supports infrastructure and encourages entrepreneurship. It turns holiday shopping into an act of civic participation, showing that a thriving main street benefits everyone who lives nearby.
What’s new this year
Small businesses are relying more on digital tools to reach customers who want flexible shopping options. Many now blend in-store service with online sales and neighborhood delivery to meet changing consumer habits. These updates help them stay visible while keeping the personal touch that defines independent retail.
American Express continues to update its Shop Small directory, helping customers find nearby businesses or browse local e-commerce listings. Communities across the country are also planning in-person events such as pop-up markets and vendor fairs to draw attention to their small-business networks and build excitement heading into the season.
Some cities are even introducing parking incentives and public transportation discounts for people visiting business districts, including programs in parts of California and Wisconsin. Others are turning Small Business Saturday into a full weekend celebration, creating more opportunities for sales and community involvement. Each effort presents the growing awareness of how valuable small businesses are to local life.
How shoppers can take part
Taking part in Small Business Saturday is straightforward. Shoppers can start by searching the American Express Shop Small directory or checking local chamber of commerce websites for participating stores and markets. These tools make it easier for residents to plan their visits and discover businesses they may not have visited before.
Exploring local stores offers an experience that feels more personal than routine holiday shopping. Visitors often find handcrafted goods, small-batch items or regional specialties unavailable in larger chains. By purchasing from independent boutiques, cafes and seasonal pop-up shops, customers help sustain the creativity and individuality that define their communities.
Sharing experiences on social media, inviting family and friends and promoting local stores help expand awareness in their communities. Each post and visit contributes to wider participation and supports the ongoing success of small businesses nationwide.
How local businesses can make the most of the day
Early preparation gives small businesses a better chance to stand out during Small Business Saturday. Free materials from American Express, including downloadable posters, digital templates and marketing toolkits, help owners promote their participation effectively and attract shoppers ahead of the event.
Clear communication is equally important. Keeping websites updated with store hours, contact details and current offers ensures shoppers can plan visits with ease. Reaching out through newsletters or social media updates keeps businesses top of mind as residents make their weekend shopping choices.
Collaboration among local business owners can amplify results. Neighboring shops sometimes coordinate shared promotions or host joint events to increase visibility. By working within their community, small businesses create an environment where everyone benefits from the increased foot traffic.
Build the future locally
Small Business Saturday can evolve from a shopping event into a national platform for entrepreneurship. With backing from city programs and chambers of commerce, it can drive year-round support for local innovation. Strengthening small businesses in this way would secure lasting growth for communities and the broader U.S. economy.
Zuzana Paar is the creator of Sustainable Life Ideas, a lifestyle blog dedicated to simple, intentional and eco-friendly living. With a global perspective shaped by years abroad, she shares everyday tips, thoughtful routines and creative ways to live more sustainably, without the overwhelm.
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