How to celebrate Small Business Saturday this year

What do you need to know about Small Business Saturday?

Small Business Saturday is a day dedicated to celebrating local entrepreneurs and their businesses. This year, small business owners celebrate Small Business Saturday on November 26th.

According to the National Retail Foundation, in 2021, 51 million shoppers participated in Small Business Saturday. The Small Business Administration reported that there are 33.2 million small businesses in the U.S. and the number continues to grow.

What is the history of Small Business Saturday?

Small Business Saturday started with a smart American Express campaign that promoted small business shopping in the midst of a recession while establishing the company as an industry advocate. Its goal of celebrating small business owners is recognized every Saturday after Thanksgiving and the day after Black Friday.

Erica Standberg shared on Bankrate that in 2010, “American Express bought advertising inventory on Facebook and gave it to its small merchant account holders, as well as giving rebates to new customers to promote the event.”

How to find Small Businesses around you:

American Express created a website dedicated to Small Business research. Check the link to find small businesses in your area: Small Business Finder

4 ways you can participate in Small Business Saturday:

As a consumer or a small business owner yourself, there are multiple ways you can support small businesses or your fellow small business owners.


Sharing positive business reviews (such as Yelp or Google reviews) goes a long way for small businesses.

  • Not sure how to leave a Google review? Here is a step-by-step guide by Enabled Social.
  • Not sure how to leave a Yelp review? Here is a step-by-step guide by Yelp.

Spread the word

Share your favorite small business online through social media or simply spread the word. Sharing your personal experience is very valuable and brings big results for small business owners.

  • Use #SmallBizSaturday, #SmallBusinessSaturday, and #ShopSmall on your social media posts.

Buy gift certificates

Give with intention – rather than buying the usual big-box gift card, this year you can buy small business-owned gift certificates instead. Giving the unique gift of local sustainability will be the perfect gift.



Rent the location

Small businesses are typically very enthusiastic about renting their space or location to customers. The double benefit or the rental fee and “free” publicity to event attendees can bring lots of new business opportunities through the doors.

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