Every November small businesses gear up to showcase their products during small business Saturday. Taking place the Saturday after Thanksgiving – this year on November 29th – it is a great way to show support for businesses in your community during the holiday season. Read on to learn a bit more about the history of Small Business Saturday and some tips for both shoppers and business owners alike!

History of Small Business Saturday

While we might view Small Business Saturday as a regular occurrence during the holiday season, it has only been around for 15 years. In 2010, during the recession, American Express saw an opportunity to support small business and promote shopping in your local community. The following year, after seeing the success of the first Small Business Saturday, it gained nationwide recognition and received unanimous support from a Senate resolution and officials from all 50 states supported participation.

In addition to government and official support, grassroot and local organizations picked up supporting Small Business Saturday. Starting in 2011, business associations, nonprofits groups, and local municipalities banded together to form a Small Business Saturday Coalition providing resources and knowledge to those seeking to participate, in addition to encouraging more participation for both businesses and shoppers alike.

The Big and Small Benefits

As the years have gone by, the amount of participation and impact has grown. Every time you shop at a local business – be it at your favorite café or buying new camping gear, you are helping money stay right in your community. In 2022, it was estimated that thanks to Small Business Saturday around $17 billion was spent at small and local businesses.

The power of your purchases is impacting more than just the owners and employees of small businesses. The money spent at small businesses goes directly back into your community. Based on an Small Business Economic Impact Study done by American Express in 2022, for every dollar spent at a small business 68 cents stays in your local area. That’s nearly double the amount that stays local compared to a dollar spent at a major retailer (around 30 cents). Those dollars add up and contribute to the local economic impact, adding tax dollars to improve infrastructures and community services. Shopping and supporting small businesses can lead to more resilient local businesses, as they know their shoppers are local and may lead to less fluctuations during slower periods.

Tips for Small Business Owners

As a small business, there are lots of ways you can involve your business and prep for Small Business Saturday. On American Express’ website they have several resources that are free to access. You can request stickers and signs showing “Shop Small” and even register your business to show on their interactive map of participating businesses across the country. The US Chamber of Commerce also offers a free online toolkit to help you access free items to advertise your business’ participation in Small Business Saturday.

Share your business and offerings on social media and make sure your website is up-to-date, not only for Small Business Saturday but also in preparation for the busy holiday season. Take time to ensure your staff is ready for the potential increase in customers, and adjust staffing accordingly if you feel you need to. For more ideas, check with other businesses in your area! Other owners can offer knowledge and suggestions to help you feel prepared for Small Business Saturday.

How You Can Participate

If you’re planning to take part in Small Business Saturday or just planning to shop small during the holiday season or the rest of the year here are some tips to make your trips successful:

  • Take time and plan ahead! Think about what businesses or towns you want to go to and plan your route! Some areas might be offering shuttles to make accessing the shops you want to visit easier without fighting for a parking spot.
  • Have multiple payment options. While many small businesses accept debit and credit cards, you might want to have some cash on hand as well. Some smaller businesses may have a minimum purchase requirement for card payments or might only take cash. Better to be prepared!
  • Bring along an extra dose of patience and plan for more time. If going out on Small Business Saturday, you might find more crowds – and during the rest of the holiday shopping season too! Plan for extra time for crowds and lines that you might not normally run into at your favorite local shops!

One of the most important things you can do – spread the word! Share your favorite small businesses with others and encourage others to shop small and local. Your support is incredible valuable to the owners and employees of the businesses you’ll shop at.

More Information

Several of our local cities and counties here in Virginia, including Fairfax County, Fairfax City, Vienna, and Alexandria, offer resources to help you learn more as a consumer and prepare as a small business owner. If you need assistance as you grow your small business, our team is here to help. Learn more on our website or schedule a meeting, contact us, or give us a call at (703) 912-7862 to chat with our team.