Recurrence pattern: Every year on the Saturday after the fourth Thursday in November.

What is Small Business Saturday?

Small Business Saturday, celebrated annually on the Saturday after Thanksgiving in the United States, is a day dedicated to supporting local small businesses. Established in 2010 by American Express, this initiative encourages consumers to shop at independent retailers and restaurants, helping to bolster local economies and strengthen community connections. The day provides a balance between Black Friday’s big-box shopping and Cyber Monday’s online deals by emphasizing the importance of small businesses.

History and Origin

Small Business Saturday was launched on November 27, 2010, in response to the economic challenges small businesses faced during the Great Recession. American Express created the event to drive holiday shoppers toward small, independent businesses, ensuring they received a share of the busy holiday spending season.

In 2011, the initiative gained official recognition when the U.S. Senate passed a resolution supporting the day. The Small Business Administration (SBA) joined as a co-sponsor, further promoting the value of small enterprises to the national economy. Since its inception, Small Business Saturday has grown into a nationwide movement. In 2022, an estimated $17.9 billion was spent at small businesses on this day, demonstrating its significant impact on local economies.

Who Celebrates Small Business Saturday?

• Consumers: Shoppers who prioritize buying local to support unique, independently owned businesses.
• Small Business Owners: Entrepreneurs who participate by offering special promotions, discounts, or hosting events to attract customers.
• Community Organizations: Local chambers of commerce and business associations organize campaigns and events to promote shopping small.
• Government Entities: Municipal and state governments officially recognize the day and encourage their communities to participate.
• Local Artisans and Vendors: Makers and crafters who use the day to showcase and sell their products.

Themes and Slogans

The central theme of Small Business Saturday is “Shop Small,” emphasizing the importance of investing in local economies. Another theme, “Support Local, Build Community,” highlights the role of small businesses in fostering vibrant neighborhoods. A popular slogan, “When You Shop Small, You’re Making a Big Difference,” underscores the impact of every purchase made at a local business.

These themes remind participants of the value of supporting small enterprises and their contributions to the local economy and culture.

Colors, Symbols, and Patterns

Colors

• Blue: Representing trust and community, blue is the signature color of the Shop Small campaign.
• White: Signifying transparency and simplicity, complementing the branding.
• Gold: Sometimes used to represent the economic benefits of supporting small businesses.

Symbols

• Shopping Bags: Representing the act of supporting local retailers.
• Storefronts: Symbolizing small businesses as the heart of local communities.
• Community Icons: Images like town squares or local landmarks, emphasizing the connection between businesses and their communities.

Patterns

• Stripes and Checks: Found in promotional materials to evoke the charm of local businesses.
• Circular Logos: Representing unity and the cycle of supporting one another within a community.
• Handcrafted Designs: Highlighting the unique and personal touch of small business offerings.

Most Used Hashtags

• #SmallBusinessSaturday
• #ShopSmall
• #SupportLocal
• #DineSmall
• #ShopLocal

How to Celebrate Small Business Saturday

Small Business Saturday offers many ways to support and celebrate local enterprises:

• Shop at Local Businesses: Visit independent retailers and restaurants to make holiday purchases or enjoy a meal, prioritizing local over large chains.
• Participate in Community Events: Attend fairs, festivals, or markets organized in your town or neighborhood to promote small businesses.
• Spread the Word: Use social media to share your favorite local shops, products, or experiences, tagging them and using the day’s hashtags to encourage others to shop small.
• Engage with Business Owners: Build relationships with local entrepreneurs by learning their stories and the unique value their businesses bring.
• Leave Reviews: Write positive online reviews for small businesses you’ve visited to help boost their visibility and attract new customers.

Why is Small Business Saturday Important?

Small Business Saturday is vital because it highlights the economic and cultural significance of small businesses. These enterprises make up 99% of all U.S. businesses and are crucial to job creation, innovation, and community growth. Supporting small businesses strengthens local economies, keeping money circulating within the community rather than being absorbed by large corporations.

The day also fosters a sense of connection and pride, encouraging consumers to recognize the hard work of small business owners. By shopping small, individuals support unique products and services, contribute to their community’s identity, and ensure that local businesses continue to thrive.

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