Now is the time for small business owners to gear up for the holiday season—and Small Business Saturday should be a top priority. In 2025, Small Business Saturday falls on November 29, the Saturday after Thanksgiving.
First launched in 2010, Small Business Saturday is a nationally recognized shopping holiday that encourages consumers to support small, local businesses. Created by American Express® and co-sponsored by the Small Business Administration (SBA) since 2011, the event has grown into a cultural and economic movement for independent retailers, restaurants, and service providers.
Why Small Business Saturday matters in 2025
According to the 2023 Small Business Saturday Consumer Insights Survey (commissioned by American Express), shoppers spent an estimated $18.5 billion on Small Business Saturday. The majority of consumers surveyed said they plan to continue supporting small businesses beyond the holidays, reinforcing that this event is not just a one-day sales boost, it’s an opportunity to earn loyal customers.
Additional insights:
- 75% of U.S. adults said they are likely to shop small throughout the holiday season.
- For every $1 spent at a small business, an estimated $0.68 stays in the local community.
- Small businesses generate $0.48 of additional economic activity for every dollar spent, based on employee spending and purchases from other local businesses.
Top strategies for a successful Small Business Saturday
Download free marketing materials
American Express offers a free "Shop Small" Studio where business owners can download customizable marketing materials. These include:
- Printable signage and posters
- Social media templates and content
- Digital logos and brand assets
Visit the Shop Small Studio to get started.
Put your business on Google Maps
Claiming your business on Google® Maps is one of the easiest and most effective ways to be discovered by local shoppers. Make sure your Google Business Profile is up to date with:
- Accurate hours and contact information
- Photos of your storefront and products
- Customer reviews and ratings
- Special offers or holiday hours
Visit Google Business Profile to claim or update your listing.
Advertising and public relations
This year, consumer attention is spread across more platforms than ever. Here’s how to make sure your message gets through:
- Run targeted ads on Instagram®, Facebook®, and TikTok®
- Partner with local influencers or micro-creators
- Contact your local newspaper, radio station, or TV outlet with a press release
Reach out to your local chamber of commerce, downtown business association, or small business development center. Many of these organizations host Small Business Saturday events and may offer:
- Promotional support
- Shared advertising opportunities
- Local shopping guides
- Cross-promotional opportunities with neighboring businesses
Update your email list and website
An up-to-date email list is a powerful tool for driving traffic on Small Business Saturday. Clean out old contacts and prepare a clear, engaging email campaign. At the same time, update your website with:
- Holiday hours
- Promotions or sales banners
- Online shopping functionality
- Your website and emails should have a cohesive look and feel to maximize brand impact.
Launch bounce-back offers
Encourage repeat visits with promotions like:
- "Shop today and save 20% on your next purchase"
- "Join our email list and get an exclusive Small Business Saturday discount"
These offers can help turn one-time shoppers into long-term customers.
Explore additional funding options for the holiday season
If business is picking up, it might be the right time to explore additional working capital. Whether you need extra inventory, marketing funds, or seasonal staff, financing can help you make the most of the holiday season.
You can pre-qualify for an SBA loan or other business financing through SmartBiz® in less than five minutes, with no impact to your credit score1. Our streamlined application and dedicated support team are here to help you prepare for Small Business Saturday and beyond.
Final thoughts
Small Business Saturday 2025 is more than a sales event, it’s a celebration of community, entrepreneurship, and the power of shopping local. With the right planning, promotion, and support, you can turn this nationally recognized day into a lasting opportunity for business growth.
Don’t wait! Start preparing today and make November 29, 2025, your best Small Business Saturday yet.
