Held each year on the Saturday after Thanksgiving — Nov. 29 this year — Small Business Saturday encourages consumers to shift their attention from big-box and giant online retailers to the locally owned businesses that are the backbone of our neighborhoods. These local businesses create jobs, spark innovation and keep more dollars circulating in the local economy, strengthening the very places we call home.
Founded by American Express in 2010 and embraced by the U.S. Small Business Administration, Small Business Saturday has grown into a nationwide tradition. It’s nestled between the commercial frenzy of Black Friday and the digital deals of Cyber Monday, and it’s crucial that all of us make a concerted effort to shop at our favorite corner store or buy a gift card for our beloved neighborhood restaurant.
The impact of Small Business Saturday, of course, reaches far beyond economics. When people support a local bookstore, bakery, boutique or service provider, they’re investing in relationships and affirming the value of personal connection — the friendly wave from a shop owner who knows your name, the sense of pride in discovering a one-of-a-kind product crafted nearby, the feeling of belonging that comes from familiar streets buzzing with activity. These are experiences you simply can’t replicate with anonymous online transactions.
Small Business Saturday reminds us that thriving communities don’t happen by accident — they grow through intentional support and shared commitment. By shopping local, we help build vibrant neighborhoods where businesses and residents lift one another up, strengthening the community fabric, one small shop at a time.
Small businesses account for a significant portion of job creation across the country, and on Long Island they are essential to the economic ecosystem. When shoppers choose small over large, more money stays in the community. Studies show that when you shop at a small, locally owned business, more of your money stays here on Long Island — supporting infrastructure, schools and friends, and even reducing your tax burden. For every $100 spent at a small business, about $67 stays in the community. At a large chain, only about $43 does.
But most importantly, small businesses help define the identity of a place. Neighborhoods with bustling local shops tend to have stronger social ties, safer streets and greater civic engagement. Choosing to support a local business is choosing to support a stronger, more connected community.
Participating in Small Business Saturday is simple and enjoyable. Consumers explore local shops, take part in special promotions, share their experiences on social media and leave positive reviews of their favorite spots.
Spot a great bargain? Tell a friend! These small actions have big ripple effects, helping local entrepreneurs gain visibility, attract new customers and employ local workers.
Business owners can prepare for Small Business Saturday by using free marketing materials provided by the SBA and American Express, such as fliers, posters and social media graphics. Local governments, chambers of commerce and community groups also do their part by organizing events, hosting holiday markets, and creating interactive maps to guide residents to participating businesses. Many of the best local businesses and deals can be found right here, on the pages of the Herald, or at LIHerald.com.
This Saturday, Long Islanders have the opportunity to demonstrate what makes our communities so special: We show up for our neighbors and they show up for us. Our local small businesses are the ones donating to school fundraisers, sponsoring youth sports teams, hosting community events, providing teenagers with summer jobs, and paying taxes that help keep our local downtowns alive.
So shop local, Long Island — because when small businesses thrive, we all prosper.
