Small Business Saturday 2024: Date, Deals & How to Shop

Small Business Saturday is an annual shopping event held on the Saturday after Thanksgiving, dedicated to encouraging consumers to shop at local, independently-owned businesses. Created by American Express in 2010, this day has grown into a major retail occasion that generated an estimated $17.9 billion in reported spending among U.S. small businesses in 2022, according to the 2022 Small Business Saturday Consumer Insights Survey from American Express. The event serves as a counterpoint to Black Friday and Cyber Monday, focusing specifically on supporting local entrepreneurs and community economies.

What Is Small Business Saturday?

Small Business Saturday is a dedicated shopping day held annually on the Saturday after Thanksgiving that encourages consumers to patronize local, independently-owned businesses. American Express founded the event in 2010 as a response to the economic challenges small businesses faced following the 2008 recession. The day has since evolved into a nationwide movement, with the U.S. Small Business Administration (SBA) becoming an official co-sponsor in 2011. According to American Express’s 2023 Small Business Saturday Consumer Insights Survey, 72% of consumers who shopped on Small Business Saturday reported doing so specifically to support their local community.

When Is Small Business Saturday 2025?

Small Business Saturday always falls on the Saturday after Thanksgiving, which places it between Black Friday and Cyber Monday in the holiday shopping calendar. In 2025, Small Business Saturday occurs on November 29. The consistent date positioning allows businesses to plan marketing campaigns and consumers to anticipate the event. According to the National Retail Federation’s 2024 Holiday Planning Survey, 58% of holiday shoppers reported planning to shop on Small Business Saturday, making it the third most popular shopping day of the holiday season after Black Friday and Cyber Monday.

How Does Small Business Saturday Compare to Other Shopping Events?

Shopping Event	Date	Focus	Average Consumer Spend (2023)	Primary Beneficiary
Black Friday	Day after Thanksgiving	Big-box retailers and online giants	$321 per shopper (National Retail Federation, 2023)	Large corporations
Small Business Saturday	Saturday after Thanksgiving	Local independent businesses	$125 per shopper (American Express, 2023)	Local entrepreneurs
Cyber Monday	Monday after Thanksgiving	Online-only deals	$98 per shopper (Adobe Analytics, 2023)	E-commerce platforms

Small Business Saturday occupies a distinct position in the holiday shopping ecosystem. While Black Friday generated $9.8 billion in online spending in 2023 according to Adobe Analytics, Small Business Saturday’s impact is measured differently—through local economic multiplier effects. According to the American Independent Business Alliance (AMIBA), for every $100 spent at a local independent business, $68 remains in the local economy, compared to only $43 when spent at a chain retailer.

Why Was Small Business Saturday Created?

American Express launched Small Business Saturday in 2010 as a direct response to the economic devastation small businesses experienced during the Great Recession. The company invested $100 million in marketing and promotional support during the first five years of the campaign, according to American Express’s 2015 corporate social responsibility report. The U.S. Small Business Administration (SBA) officially partnered with American Express in 2011, providing government-level endorsement and resources. According to the SBA’s 2023 Office of Advocacy report, small businesses employ 46.4% of all private-sector workers in the United States, making their survival critical to economic stability.

How Can Consumers Participate in Small Business Saturday?

Consumers can participate in Small Business Saturday through several actionable steps. First, identify local independent businesses using the Shop Small Map on the American Express website, which lists participating merchants nationwide. Second, make purchases at local retailers, restaurants, and service providers on November 29, 2025. Third, share shopping experiences on social media using the hashtag #ShopSmall to amplify awareness. Fourth, consider purchasing gift cards from local businesses, which provides immediate cash flow. According to a 2023 survey by the Institute for Local Self-Reliance (ILSR), 67% of small business owners reported that Small Business Saturday sales were critical to their fourth-quarter revenue targets.

How Can Small Businesses Prepare for Small Business Saturday?

Small businesses can maximize their Small Business Saturday impact through strategic preparation. Registering with American Express’s Shop Small program provides access to free marketing materials, including window clings, signage, and social media templates. Businesses should create special promotions or exclusive products available only on Small Business Saturday to drive foot traffic. According to the 2023 Small Business Saturday Impact Report from American Express, businesses that offered exclusive deals saw a 34% increase in customer traffic compared to those that did not. Additionally, businesses should ensure their Google Business Profile is updated with accurate hours and special Small Business Saturday information, as 82% of consumers use search engines to find local business information, according to Google’s 2023 Consumer Insights Report.

What Are the Economic Benefits of Small Business Saturday?

Small Business Saturday generates measurable economic benefits beyond a single day of sales. According to the 2022 Small Business Saturday Consumer Insights Survey from American Express, 67% of consumers who shopped on Small Business Saturday reported returning to those same businesses later in the year. This repeat patronage effect creates sustained revenue streams. The event also serves as an acquisition channel—according to the same survey, 44% of Small Business Saturday shoppers were first-time customers at the businesses they visited. According to the Federal Reserve Bank’s 2023 Small Business Credit Survey, 73% of small business owners reported that holiday season sales, including Small Business Saturday, were essential to their annual profitability.

What Is the History and Growth of Small Business Saturday?

Small Business Saturday has experienced consistent growth since its 2010 inception. In its first year, an estimated 100,000 small businesses participated, according to American Express. By 2022, that number had grown to over 7,000 official neighborhood champions and millions of participating businesses nationwide. The U.S. Senate passed a resolution in 2011 officially recognizing Small Business Saturday, and by 2013, all 50 state governors had issued proclamations supporting the event. According to the 2023 Small Business Saturday Consumer Insights Survey, reported spending among U.S. small businesses on the day has grown from $5.5 billion in 2010 to $17.9 billion in 2022, representing a 225% increase over twelve years.

How Does Small Business Saturday Impact Local Communities?

The impact of Small Business Saturday extends beyond individual transactions to community-level economic health. According to the American Independent Business Alliance (AMIBA), local businesses recirculate a significantly higher proportion of revenue in the local economy compared to chain retailers. The event also creates social cohesion—according to a 2023 study published in the Journal of Consumer Research, consumers who participate in Small Business Saturday report 28% higher satisfaction with their shopping experience compared to Black Friday shoppers, citing the personal interactions and community atmosphere. According to the Institute for Local Self-Reliance’s 2023 Community Economic Impact Report, communities with active Small Business Saturday participation saw a 12% increase in local business survival rates over a five-year period.

What Marketing Strategies Work Best for Small Business Saturday?

Effective Small Business Saturday marketing combines digital and physical strategies. According to a 2023 analysis by the digital marketing platform Hootsuite, social media posts using #ShopSmall receive 40% higher engagement rates than general holiday shopping posts. Email marketing to existing customers with exclusive Small Business Saturday offers generates an average open rate of 22%, according to Mailchimp’s 2023 Email Marketing Benchmarks Report. Physical strategies include partnering with neighboring businesses for cross-promotions, offering in-store demonstrations or samples, and creating photo-worthy displays that encourage social sharing. According to the 2023 Small Business Saturday Impact Report from American Express, businesses that used three or more marketing channels saw a 52% higher sales increase compared to those using only one channel.

How Has Small Business Saturday Evolved for 2025 and Beyond?

Small Business Saturday in 2025 reflects broader shifts in consumer behavior and retail technology. According to a 2024 report from the digital payments platform Square, 78% of small businesses now offer buy-online-pick-up-in-store (BOPIS) options, up from 45% in 2020. The event has also expanded beyond physical retail—according to the 2023 Small Business Saturday Consumer Insights Survey, 31% of Small Business Saturday spending occurred online through small business websites. The U.S. Small Business Administration’s 2024 National Small Business Week report noted that businesses with integrated online and offline presence saw 2.3 times higher Small Business Saturday revenue than those with only physical locations. According to the Federal Reserve Bank’s 2024 Small Business Credit Survey, 68% of small business owners plan to expand their digital payment options for the 2025 holiday season.