National Shop Small Saturday
Support your local community on Small Business Saturday! The Saturday after Thanksgiving, this American Express initiative encourages shopping at local small businesses. Keep dollars in your community and discover unique products you won't find at big chains.
About National Shop Small Saturday
Support your local community on Small Business Saturday! The Saturday after Thanksgiving, this American Express initiative encourages shopping at local small businesses. Keep dollars in your community and discover unique products you won't find at big chains.
History & origins
National Shop Small Saturday is the informal consumer-observance commonly known as Small Business Saturday, created by American Express in 2010 in the United States. It was later officially cosponsored by the U.S. Small Business Administration in 2011, helping turn it into a nationwide shopping tradition held on the Saturday after Thanksgiving. The observance is tied to the holiday retail season and encourages people to support independent shops, restaurants, and service businesses in their communities.
Why it matters
National Shop Small Saturday matters because local spending helps keep money circulating in neighborhoods, supporting jobs and services close to home. The day also gives small businesses a high-visibility moment during the busiest shopping weekend of the year, when many independent retailers rely on holiday sales to finish strong.
How to celebrate
Shop at local independent businesses in your community. Explore local boutiques, bookstores, and restaurants. Buy unique gifts from local artisans. Use #ShopSmall on social media. Leave positive reviews for small businesses you visit.
Facts
- Small Business Saturday was created by American Express in 2010
- Over 100 million Americans participate annually
- Small businesses employ nearly half of all US workers
- For every $100 spent locally, $68 stays in the community
- Small businesses are the backbone of the American economy
Frequently asked questions
When is National Shop Small Saturday in 2026?
National Shop Small Saturday in 2026 is on Sunday, November 29, 2026.
What is National Shop Small Saturday?
It is a day that encourages people to shop at local small businesses instead of only at large chains. The focus is on supporting independent retailers, restaurants, and community businesses during the holiday season.
Who started National Shop Small Saturday?
American Express started it in 2010. The U.S. Small Business Administration later became an official cosponsor in 2011.
How do you celebrate National Shop Small Saturday?
Shop at locally owned stores, dine at independent restaurants, and buy gifts from small makers or artisans. Many people also post with #ShopSmall and leave positive reviews for businesses they visit.
Is National Shop Small Saturday the same as Small Business Saturday?
Yes, National Shop Small Saturday is essentially another way people refer to Small Business Saturday. The observance centers on the same Saturday-after-Thanksgiving shopping tradition.
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