It takes cozy, quirky shops, delicious dining experiences, seasoned service providers, and many other small businesses to make up the heart and feel of a town. As vital parts of communities, it is important to patron small businesses in order to keep towns full of life and charm. This year, instead of surfing for Prime Day deals or facing the crowds for Black Friday savings, support local communities by shopping on Small Business Saturday.
Small Business Saturday is the Saturday after Thanksgiving.
History of Small Business Saturday
Small Business Saturday was started during the recession in 2010 by American Express as a way to encourage people to help local communities and bring more holiday shopping to small businesses.1 The first year was a success, and in 2011, Small Business Saturday was supported by the Senate (S.Res.320)2 and cosponsored by the Small Business Administration.3 Every year since, Small Business Saturday has been celebrated on the Saturday after Thanksgiving to help create awareness about the value of locally owned small businesses.
For Customers
This is a great opportunity to spend some time with friends and family while exploring all of the great businesses your town has to offer. Start planning now by looking into participating stores and local events!
- Check the official American Express Shop Small Map for participating shops and deals.
- Check your local Chamber of Commerce website for events or small business highlights.
- Search for Small Business Saturday bazaars or fairs for a sampling of local businesses in the area.
- Follow your favorite small businesses on Social Media to stay informed about their events or promotions.
- Make a reservation or order takeout from a local restaurant on Small Business Saturday.
For Businesses
The first step to a successful Small Business Saturday is planning. Begin to brainstorm ideas about how to celebrate and promote your business on the day, or how to draw customers to your store location. Consider factors like time, budget, and materials when coming up with ideas. If hosting a Shop Small event seems overwhelming, consider partnering with other small business owners in the area, or check with the local Chamber of Commerce for events where your business could rent a booth to pass out promotional materials.4
Small businesses should also consider adding their business to the official American Express Shop Small interactive map. This can help a business with promotion and drawing more customers on the day of, both in store and online. It is free to add a small business to the map – just follow the steps below!
To add your business to the American Express Shop Small Map:
- Go to American Express’s Merchant Profile Page.
- Verify your business by submitting your Employer Identification Number (EIN) and business zip code. If your business already uses American Express Merchant Services, you can also verify your business using the Merchant ID.
- Select your shop locations on the map. (Toggle on “Show on Shop Small Map”)
- Edit any information about your business that is incorrect.
- Press “save” to save your updates. It may take up to three days to appear on the Shop Small Map or Online Directory.
Be sure to use social media, email, or print advertising to help promote any Small Business Saturday deals or events that your business is hosting. Getting the word out to potential customers or clients is key. Also consider creating marketing content that shows appreciation to customers and highlights how your business contributes to the community during this time. Afterall, the heart of this movement is showing the value of small businesses and bringing communities together, so don’t be afraid to lean into these themes while creating marketing materials.
For more ideas, free resources, and special offers for small business owners, please visit the American Express Shop Small Resource Hub.
- About Shop Small: History of Small Business Saturday. (n.d.). American Express. https://www.americanexpress.com/us/small-business/shop-small/sbshistory/#:~:text=That%27s%20why%20%E2%80%94%20in%20the%20midst%20of%20the,and%20bring%20more%20holiday%20shopping%20to%20small%20businesses. ↩︎
- S.Res.320 – 112th Congress (2011-2012): A resolution designating November 26, 2011, as “Small Business Saturday” and supporting efforts to increase awareness of the value of locally owned small businesses. (2011, November 10). https://www.congress.gov/bill/112th-congress/senate-resolution/320/text ↩︎
- Small Business Saturday. (2024, October 23). U.S. Small Business Administration. https://www.sba.gov/about-sba/organization/sba-initiatives/small-business-saturday ↩︎
- Hamstra, M. (2023, November 1). Expert Advice on Winning Small Business Saturday: Five Tips to Make the Most of the Day. CO by U.S. Chamber of Commerce. https://www.uschamber.com/co/start/strategy/expert-tips-small-business-saturday ↩︎
