The Saturday after Thanksgiving has become one of the most important days of the year for small businesses across America.
Small Business Saturday has generated over $220 billion for local merchants since its founding in 2010. For many small business owners, this single day can account for nearly 20% of their annual sales.
Whether you're a shopper looking to support local or a business owner preparing for the big day, this guide covers everything you need to know.
What Is Small Business Saturday?
Small Business Saturday is an annual shopping holiday held on the Saturday after Thanksgiving, falling between Black Friday and Cyber Monday. While those days focus on big box retailers and online giants, Small Business Saturday celebrates independently owned local businesses.
Key Dates:
• 2026: November 28, 2026
• 2027: November 27, 2027
• 2028: November 25, 2028
Mark your calendar and make it a tradition.
History and Impact
American Express founded Small Business Saturday in 2010, during the economic recovery following the 2008 financial crisis. The concept resonated immediately.
Milestone Statistics:
• 2010: First Small Business Saturday launched
• 2011: U.S. Senate passes supporting resolution
• 2015: $16.2 billion in reported spending
• 2019: $19.6 billion in reported spending
• All-time: Over $220 billion cumulative
How to Participate as a Shopper
Before the Day:
• Make a list of gifts you could buy from local businesses
• Research local options using Local Marketplace or local directories
• Check hours and specials on social media
• Plan your route to maximize your time
On the Day:
• Start early for best selection
• Bring cash (many vendors prefer it)
• Be patient with lines
• Share on social media and tag businesses
• Talk to owners and learn their stories
After the Day:
• Leave reviews for businesses you visited
• Keep the momentum going year-round
How to Participate as a Business Owner
Prepare in Advance:
• Stock up on bestsellers and giftable items
• Schedule additional staff
• Create special offers or promotions
• Clean and organize your space
Marketing:
• Use American Express's free marketing materials
• Email your subscriber list
• Post on social media with #SmallBusinessSaturday
• Partner with neighboring businesses
• Contact local media
On the Day:
• Open early, stay late
• Create a welcoming experience
• Capture contact information
• Document everything for future marketing
Beyond One Day
Small Business Saturday is a reminder, not a boundary.
The same small businesses that need your support in November need it in February, June, and September. The economic impact of shopping small doesn't disappear after Thanksgiving weekend.
Let Small Business Saturday launch a year-round habit. The businesses that make your community special are open 52 weeks a year.
Find local businesses to support at Local Market.