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Small Business Saturday

Shop small, support local! Celebrate Small Business Saturday, a special day dedicated to boosting your local community's entrepreneurs.

Saturday

November 2026

Last updated February 7, 2026 · by the Holiday Calendar Team

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YEARLY DATESmall Business Saturday (Thanksgiving + 2)

OBSERVED INUnited States

CATEGORYBusiness

SUBCATEGORYEntrepreneurship

INTRO

Introduction

PHOTO

Get ready to show some love to your neighborhood shops this November 30, for Small Business Saturday! Launched by American Express in 2010 as a counterpoint to the mass consumerism of Black Friday and Cyber Monday, this special day aims to put a spotlight on the small, independent businesses that keep our communities vibrant. It's a great opportunity to discover unique, local gems and find the perfect gift while we're at it. So, mark your calendars and join in the fun of supporting local businesses!

TIMELINE

Small Business Saturday Timeline

Inception of Small Business Saturday

American Express launches the first Small Business Saturday in response to small business owner's most pressing need - more customers.

Government Support

The United States Senate unanimously passes a resolution in support of Small Business Saturday.

Growth of Participation

Small Business Saturday garners 73.9 million people to "shop small" across the country.

Amex Unveils "Neighborhood Champion"

American Express initiates the "Neighborhood Champion" program to spur involvement in Small Business Saturday at a community level.

Record Spending

Small Business Saturday reaches a new record with an estimated $15.4 billion spent at independent retailers and restaurants by U.S. consumers.

Pandemic Impact

Despite challenges from COVID-19, 112 million shoppers show their love for their neighborhoods by supporting local small businesses.

GET INVOLVED

How to Celebrate Small Business Saturday

Plan a shopping day

Plan out which stores you want to visit and what unique items you're looking for. Make a day of it! You might be surprised at the treasures you'll find in your local area.

EAT

Eat local

Take breaks from your shopping to enjoy a meal at a local, independently owned cafe or restaurant. Not only will you be supporting local business, but you'll also get a feel for the local cuisine.

HOST

Host a block party

Bring your community together by organizing a block party or street fair. Invite local business owners to set up tables to showcase their goods and services. It’s a fun and creative way to support local entrepreneurs!

BUY

Buy gift cards

Purchasing gift cards from these places not only supports them financially, but when you give them as gifts, you're also introducing others to fantastic local businesses they might not have discovered otherwise.

PROMOTE

Promote on social media

Use your social media accounts to shout out your favorite small businesses. This can either be in the form of a simple posted picture of a product you bought, a shared post from the business itself, or even just a text post tagging the business and spreading the love.

WHY THIS DAY MATTERS

Why We Love Small Business Saturday

Promotes Community Spirit

No other shopping experience fosters community spirit like Small Business Saturday. Whether it's through organizing a block party, eating local, or promoting businesses on social media, there are numerous ways to participate in this day that not only support small businesses but also creates a sense of community cohesion. This holiday strengthens local bonds and creates a sense of pride in one's own community.

Supports Local Economy

Small Business Saturday encourages consumers to shop locally which helps to stimulate the economy in their own communities. Money spent in these local businesses is often reinvested locally, benefitting neighborhoods and towns directly.

Discover Unique Offerings

Shopping at small businesses often yields unique finds you wouldn't encounter in mainstream retailers. Whether it's handmade crafts, local delicacies or quaint books, celebrating Small Business Saturday can lead to discovering one-of-a-kind gems right in your own neighborhood.

Related holidays

Small Business Month

It's time to support local and celebrate Small Business Month - discover unique products, services, and experiences while helping your community thrive!