4 Ways to Support Small Business Saturday

Shopping small any time of the year is a good idea—but if you’re wondering how to support a small business during the holiday season, Small Business Saturday is a great place to start. Whether you’re a longtime participant in Small Business Saturday or don’t know anything about it, keep reading to learn more about this shopping holiday, why it’s important, and how to support Small Business Saturday. 

What is Small Business Saturday?

Small Business Saturday is a day in November that’s dedicated to celebrating and supporting small businesses. In 2023, it falls on Saturday, November 25—right between Black Friday and Cyber Monday, amid the busiest shopping season of the year. This shopping event began as an American Express initiative in 2010, and has been co-sponsored by the Small Business Administration since 2011.  

Why Support Small Business Saturday?

Small businesses are at the heart of every community. When you spend money at a small business, that money gets put back into the business and the community—creating jobs and opportunities for more people. And when you shop at a small business, you’ll likely get more attentive, personalized service, as well as a one-of-a-kind product offering.  

You might not think that shopping small can have a big impact, but when you’re part of a movement like Small Business Saturday, it can make or break a small business’ holiday revenue. In 2022, nearly 60% of consumers shopped small on Small Business Saturday—more than Black Friday—and in 2021, they spent a record $23.3 billion.  

How to Support Small Business Saturday

If you’re wondering how to support a small business, the quick answer is to shop small—after all, the primary goal of Small Business Saturday is to encourage consumers to shop at small businesses instead of big-box or chain stores. Aside from visiting local shops in your neighborhood or buying from independent makers online, here are some additional creative and free ways to support Small Business Saturday.  

1. Make a 24-hour pledge to shop small.

Small Business Saturday is the perfect opportunity to make a shop small pledge—for more than just holiday gifts. This November, commit to spending your dollars only at small businesses for one whole day, for everything from your morning coffee to after-dinner movie tickets.  

2. Show a small business some love on social media.

Did you just find the perfect pair of earrings at a local boutique? Or, did you devour an amazing sandwich from the new deli in town? Show them some love with a shout-out on your favorite social channel. Whether with a crave-worthy Instagram story or TikTok unboxing video, a social post is a completely free way to support Small Business Saturday and spread the word about a local business you love.  

3. Leave a review for your favorite small business.

Leaving reviews is another way to support Small Business Saturday without spending a dime. After all, just about every business has a listing on Yelp, Google, or Facebook, so whether you want to sing the praises of your plumber, hairdresser, or dog walker, your review won’t go unnoticed or unappreciated. Even if your service or shopping trip was months ago, commit to spending a few minutes on Small Business Saturday to catch up on online reviews.  

4. Buy a gift card.

It’s the holiday season, and customers are flocking to boutiques and retail shops to find the perfect presents to put under the tree. But you can show support on Small Business Saturday to non-retail small businesses, too—consider buying a gift card (for yourself or someone else!) to use later at a local fitness studio, day spa, or eatery.