Every year in late November and early December, Small Business Saturday shines a spotlight on the independent shops, cafés, and creative services that form the backbone of our communities. It’s a day to support local entrepreneurs, spark personal connections, and celebrate the unique spirit that small businesses bring to town centres and neighbourhoods.
What is Small Business Saturday?
Small Business Saturday is an annual shopping and awareness event that encourages people to ‘shop local’ and support independent businesses. Started in the United States in 2010 by American Express, it quickly spread to the UK and beyond. The campaign reminds us that small businesses create jobs, reflect local personalities, and drive economic and social value in ways big chains cannot.
When is Small Business Saturday?
The date of Small Business Saturday depends on your location:
- In the United States: It takes place on the Saturday after Thanksgiving, which falls on November 29, 2026.
- In the United Kingdom: It is observed on the first Saturday of December, landing on December 6, 2026.
On both dates, independent shops, cafés, salons, galleries, and online retailers host special offers, pop-up events, and local collaborations to boost holiday shopping and strengthen community ties.
Why Small Business Saturday Matters
Independent businesses give communities character, offer personal customer care, and often reinvest locally. When we support them, more of our money stays in the neighbourhood—benefiting schools, parks, and other local services. Shopping small builds relationships. You meet the person behind the product, hear their story, and become part of their journey.
This day encourages people to pause and choose local over convenience. It celebrates the makers, chefs, designers, tradespeople, and community hubs that keep our towns creative and resilient.
How to Get Involved in Small Business Saturday
- Shop local: Visit independent stores in person or online and make a point of buying from them during the holiday season.
- Share your favourites: Post about local businesses on social media or leave them a glowing review to help boost their visibility.
- Host or join a local event: Many towns organise holiday fairs, late-night shopping, or workshops tied to Small Business Saturday.
- Gift consciously: Choose handmade, custom, or local gifts that carry meaning and support small-scale producers.
- Support year-round: Make small changes that last—like switching to local services, refill shops, or independent food suppliers.
History of Small Business Saturday
Small Business Saturday began in the United States in 2010 as a response to the economic challenges facing local businesses during the Great Recession. It was launched by American Express and supported by business groups, media partners, and public figures. In 2013, the UK adopted the initiative, supported by government and small business organisations like the Federation of Small Businesses.
Since then, it has become an established tradition, with millions choosing to shop locally and support community traders during the peak of holiday spending.
Noteworthy Facts About Small Business Saturday
- US shoppers spent an estimated $17.9 billion during Small Business Saturday 2023.
- In the UK, 2024 saw over 15 million people support a small business on the day.
- 90% of UK shoppers say small businesses are important to their local area.
- For every £10 spent in a small shop, up to £7 stays in the local economy.
- The campaign now includes digital small businesses—like independent makers and freelance services—alongside bricks-and-mortar shops.
Hashtags
#SmallBusinessSaturday, #ShopLocal, #SupportSmall
Links
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