Wednesday, January 15, 2025
Small Business Saturday, an annual shopping event dedicated to supporting local businesses, took place on November 30 this year. Held the Saturday after Thanksgiving, the event was launched in 2010 by American Express to encourage consumers to shop at small, independently owned businesses during the busy holiday season.
The initiative, which falls between Black Friday and Cyber Monday, has grown into a significant retail occasion for local businesses, many of which offer special promotions and events to draw in customers. It aims to help small retailers and service providers compete with larger chains and online platforms, emphasizing the economic and social benefits of shopping small.
Since its inception, Small Business Saturday has made a substantial impact. In 2022, U.S. shoppers spent an estimated $17.8 billion on the day, according to American Express. The event also highlights the broader importance of small businesses, which the Small Business Administration reports contribute 44% of U.S. economic activity and create two-thirds of new jobs nationwide.
Local chambers of commerce and business associations often organize community events to boost participation. Social media campaigns using hashtags such as #ShopSmall and #SmallBusinessSaturday further promote the initiative. Originally focused on retail, the day has expanded to include restaurants, entertainment venues, and service providers, celebrating the diverse contributions of small businesses to their communities.
Supporters of Small Business Saturday point to its broader benefits, noting that spending at local businesses strengthens neighborhood economies, creates jobs, and fosters unique, vibrant communities. American Express and other advocates encourage shoppers to “shop small” not only during the holidays but throughout the year as well.
The event has become a vital part of the holiday shopping calendar, offering small businesses an opportunity to thrive while reminding consumers of their role in sustaining local economies.
