Small Business Saturday: A Day to Celebrate Local Entrepreneurs and Fuel Community Growth

Photography by Brandy Kennedy @thebrandyk

Every year, as the holiday season rolls in, Small Business Saturday arrives as a special moment for communities to rally around local entrepreneurs. Launched by American Express in 2010, this day celebrates the creativity, dedication, and hard work of small businesses across the country. Falling between Black Friday and Cyber Monday, Small Business Saturday highlights the value of shopping small and how each purchase can directly impact local economies. For entrepreneurs, it’s an ideal day to connect with customers, drive sales, and build a lasting presence in their communities.

On November 30 this year, Small Business Saturday provides a unique opportunity for entrepreneurs to stand out in a season dominated by big-box brands. It’s a chance to draw attention to what makes small businesses special—whether it’s handcrafted goods, personalized services, or a commitment to the community. Beyond offering great deals, this day is about reminding customers that when they shop small, they’re helping to fuel dreams, create jobs, and keep local communities vibrant.

For entrepreneurs, preparation is key to taking advantage of this day. Start by creating a welcoming and festive atmosphere in your store or online platform. Showcase your best-sellers and unique items, and consider offering exclusive Small Business Saturday deals that create excitement and encourage customers to buy. If you have a physical location, consider decorating for the season, hosting a special event, or offering refreshments to make the shopping experience memorable. For online businesses, hosting a live stream or sharing behind-the-scenes content on social media can help create a sense of connection with your customers.

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Marketing plays a big role in the success of Small Business Saturday. Use social media to reach both loyal customers and new faces in your community. Share your story, your journey, and why Small Business Saturday is meaningful to you as a business owner. Use hashtags like #ShopSmall and #SmallBusinessSaturday to broaden your reach, and consider partnering with other local businesses to cross-promote each other’s products and services.

Engaging directly with customers on this day can help build long-term loyalty. Thank customers for choosing to shop small, and remind them of the positive impact their support has on your business and the community. After the day is over, follow up with a message of appreciation and maybe a discount code to encourage a return visit. Small Business Saturday is more than a sales day—it’s a chance to connect with customers in a meaningful way, turning one-time shoppers into loyal supporters of your brand.

Small Business Saturday isn’t just another day in the holiday season; it’s a celebration of community, resilience, and the entrepreneurial spirit. For business owners, it’s a day to shine, to show customers the heart behind their products, and to make a lasting impression that resonates long after the season ends.