Every year, on the first Saturday after Thanksgiving in the United States, shoppers are encouraged to put down their big-box shopping bags, close those online mega-store tabs, and embrace the charm of Small Business Saturday. This relatively new tradition celebrates small, independent businesses, offering a chance to support local entrepreneurs, get unique finds, and keep money circulating within the community. If Black Friday and Cyber Monday are the shopping blitzes, then Small Business Saturday is the thoughtful stroll down the high street – the day when spending is as much about the experience as it is about the product.
The Origins of Small Business Saturday
Small Business Saturday was actually dreamed up by one of the big players: American Express. In 2010, as the US economy was still recovering from the Great Recession, AmEx wanted to drive support for local businesses and simultaneously give shoppers a more personal, community-based alternative to the consumer frenzy of Black Friday. They launched Small Business Saturday on the Saturday after Thanksgiving and offered incentives to cardholders who shopped local.
What started as a clever marketing initiative quickly grew into a national movement. By 2011, the US Senate had passed a resolution officially recognising Small Business Saturday, and the day gained traction across the country. Independent retailers and family-owned shops embraced it, and the day became a grassroots phenomenon with events, pop-ups, and local markets. Today, communities everywhere mark Small Business Saturday with as much enthusiasm as Black Friday, and it’s even spread to countries like the UK, where shoppers are also rallying to support their local businesses.
Why Small Businesses Matter
Small businesses aren’t just quaint storefronts with hand-painted signs and quirky owners; they’re the backbone of local economies. They create jobs, foster innovation, and help communities thrive. Studies show that for every dollar spent at a small business, a larger percentage stays in the community compared to dollars spent at chain stores. Plus, small businesses often source from other local suppliers, creating a network of support that’s vital to keeping towns and neighbourhoods vibrant.
Aside from the economic boost, small businesses also offer a unique shopping experience. There’s a human touch to independent shops – the bookstore owner who remembers your last read, the café barista who knows your order, or the boutique that stocks items you won’t find anywhere else. On Small Business Saturday, it’s not just about transactions but about connection, relationships, and investing in the local character of your community.
How to Celebrate Small Business Saturday
Small Business Saturday isn’t just about where you shop but also how you shop. It’s a day to embrace the charm of local commerce and explore what your neighbourhood has to offer. Here are some tips for making the most of it:
- Take a Walking Tour: Ditch the car and explore your local high street, market, or town centre. You’re more likely to stumble upon hidden gems if you’re strolling rather than driving or browsing online.
- Get to Know the Owners: Small businesses are often run by passionate individuals with interesting stories to tell. Ask them about their products, learn the history behind the shop, and find out why they started their business. It makes your purchase more meaningful – and you might just make a new friend.
- Look for Unique Gifts: Small Business Saturday is perfectly timed for holiday shopping, and there’s no better place to find one-of-a-kind gifts than a local boutique, artisan market, or craft shop. Handmade jewellery, custom stationery, artisanal chocolates – these are the kinds of things you won’t find on Amazon.
- Share Your Finds on Social Media: If you find something fantastic, take a picture and share it on social media with hashtags like #SmallBusinessSaturday and #ShopSmall. You’ll be spreading the word about local treasures and encouraging others to shop locally as well.
- Bring a Friend (or Two): Make it a social affair! Head out with friends or family and make a day of visiting small businesses, grabbing a local coffee, or having lunch at an independent café. It’s more fun than elbowing your way through a crowded mall.
What Small Businesses Gain from Small Business Saturday
For many small businesses, this day can be as significant as Black Friday or Cyber Monday is for larger retailers. Small Business Saturday provides them with a rare boost in visibility, thanks to the social media buzz and community-focused events. Local businesses often see a jump in foot traffic, increased sales, and a chance to build long-lasting relationships with new customers who, ideally, will return long after the day has ended.
Small Business Saturday also gives small businesses a platform to showcase what makes them unique. It’s a day for them to connect with customers on a personal level, telling their stories, offering product recommendations, and providing an experience that big retailers can’t replicate. Plus, it’s a great opportunity for small businesses to network with each other – whether it’s a café teaming up with a local bakery or a boutique collaborating with a nearby artisan.
Beyond Shopping: Small Business Saturday in the UK
Since crossing the pond, Small Business Saturday has taken root in the UK, with its own dedicated website, promotional tools, and even a Small Biz 100 list that highlights a hundred inspiring small businesses each year. Local councils and business networks across the UK host events, create markets, and support local entrepreneurs to mark the occasion.
In the UK, the day has grown beyond just a shopping event – it’s a celebration of the people behind the businesses. From bookshops in Brighton to tearooms in Yorkshire, Small Business Saturday encourages shoppers to support family-owned businesses, social enterprises, and independent vendors. Towns get festive, with local markets, live music, and pop-up events adding a bit of seasonal cheer to the shopping experience. And as with many UK traditions, there’s always a nice cup of tea nearby.
Why Small Business Saturday Still Matters
In the era of online shopping and global mega-brands, Small Business Saturday is a gentle reminder that not every purchase has to be a click on a website. Small businesses are a critical part of economic diversity, offering products and services that reflect the character of the people who make them. Whether it’s the artisanal bakery down the street or the local bookshop with well-loved titles on every shelf, small businesses make communities richer, more interesting places to live.
By supporting small businesses, we’re not only getting something special for ourselves but also contributing to a cycle of local prosperity. Our money stays close to home, helping to fund schools, parks, and other essential services. Small Business Saturday is a moment to slow down, step off the beaten retail path, and shop with purpose.
What You Can Do All Year Round
If you enjoy Small Business Saturday, don’t let your support stop there! Here are a few ways to keep the spirit of shopping local going:
- Make it a Habit: Rather than waiting for the next big shopping holiday, make it a goal to regularly support local shops. Even a monthly visit to a local café or bookstore can make a difference.
- Think Local for Gifts: Birthdays, anniversaries, holidays – whenever you’re buying gifts, try to source them from local artisans or shops.
- Leave Positive Reviews: Reviews can be a huge help for small businesses, so if you’ve had a good experience, let others know online. A great review can attract more customers and boost the shop’s visibility.
- Use Local Services: Remember that shopping local doesn’t just mean buying goods. It also includes supporting local service providers – from hairdressers to accountants.
- Tell Your Friends: Word of mouth is one of the best ways to support a small business. Recommend your favourite local spots to friends, family, and anyone who’ll listen!
So, This Small Business Saturday…
This Small Business Saturday, skip the mall, avoid the online frenzy, and treat yourself to something truly unique. Whether it’s a hand-poured candle from the local gift shop, a book signed by a local author, or just a coffee from the corner café, you’ll leave knowing your purchase did a little extra good. In a world that’s all about going big, Small Business Saturday is a reminder that sometimes the best things really do come in small (business) packages.
