This Saturday, the U.S. Small Business Administration (SBA) is once again urging shoppers across the country to participate in the annual Small Business Saturday event. This initiative, which falls ahead of the holiday shopping rush, calls on consumers to support independent shops and local businesses in their communities. Since its inception in 2010, Small Business Saturday has steadily grown into a significant economic event, providing an essential boost to local economies by encouraging people to shop at small businesses rather than large chain stores.
Small Business Saturday was created by American Express over a decade ago as part of a broader effort to increase consumer spending at locally-owned businesses. What began as a relatively small initiative has now become a powerful force that generates substantial economic activity. Over the years, the event has funneled more than $220 billion into the hands of independent retailers, service providers, and restaurants. This considerable amount underscores the event’s success in fostering a stronger connection between consumers and small businesses, helping them stay competitive in an increasingly crowded retail market dominated by larger corporations.
For consumers, Small Business Saturday presents an opportunity to directly support local economies. It provides a chance to shop in-person at neighborhood boutiques or to discover unique products and services that may not be available from larger chain stores. Many small businesses offer distinctive products—often handcrafted or locally sourced—that cater to the tastes and preferences of their community, offering an experience that’s personal and different from the mass-produced items found at big-box retailers. By shopping small, consumers are helping ensure that local businesses thrive and continue to offer these one-of-a-kind goods and services.
Moreover, supporting small businesses contributes to the overall health and vitality of local economies. Unlike large corporations, a significant portion of the revenue generated by small businesses stays within the community, benefiting local workers, suppliers, and other service providers. By shopping at independent retailers, consumers play an important role in sustaining jobs and promoting economic growth within their own neighborhoods.
For small business owners, Small Business Saturday offers a much-needed opportunity to increase sales, particularly as many of them are recovering from a challenging year marked by economic uncertainty and fluctuating consumer demand. The end-of-year surge in sales can provide the financial cushion needed to finish the year strong and set the stage for the year ahead. For many small businesses, this one day can account for a significant portion of their annual revenue. It’s a time when they can showcase their offerings to a wider audience, build customer loyalty, and establish themselves as vital parts of the local retail landscape.
The event has become increasingly important as small businesses continue to face mounting challenges, including rising operational costs, competition from large corporations, and shifting consumer habits. These obstacles have made it even harder for small businesses to maintain their footing. However, with support from initiatives like Small Business Saturday, these entrepreneurs have a fighting chance to maintain their presence in the market.
While Small Business Saturday is often associated with in-person shopping, the SBA is also encouraging consumers to shop small online. Many local businesses now operate digital storefronts, allowing consumers to purchase from independent retailers without leaving their homes. Whether purchasing handmade jewelry from an artisan or ordering a specialty item from a local food market, online shopping provides another avenue for supporting small businesses. In a digital-first world, the ability to shop locally from the comfort of one’s home only adds to the event’s appeal and reach.
As the holiday season approaches, Small Business Saturday serves as a reminder of the importance of shopping small and supporting local businesses not just for one day but throughout the year. The SBA hopes that the event will inspire consumers to be more mindful of where they spend their money, recognizing that every purchase made at a small business contributes to the broader goal of sustaining the local economy.
By choosing to “shop small,” consumers are doing more than just securing unique gifts and products—they are actively helping preserve the character and diversity of their communities. Small businesses are the backbone of the American economy, and with continued support, they can remain competitive, resilient, and vibrant. As this year’s Small Business Saturday draws near, the call to action is clear: support local businesses, help boost your community’s economy, and make a lasting difference by choosing to shop small.
