Small Business Saturday is celebrated every year in the United States on the Saturday after Thanksgiving, falling between Black Friday and Cyber Monday. The next celebration will take place on November 29, 2025.
The event began in 2010, launched by American Express during the Great Recession to encourage people to support local shops and service providers when many were struggling to stay open. It quickly grew into a national movement, officially recognized by the U.S. Senate in 2011 and embraced by communities in all 50 states.
Supporting small businesses has never been more important. All across the country—and the world—local shop owners are working hard to stay afloat amid rising costs, tough competition from online giants, and an unpredictable economy. When you choose to shop small, you’re helping real people keep their dreams alive. You’re helping a local café pay its baristas, a family shop keep its lights on, and your own neighborhood stay full of life instead of empty storefronts.
Beyond economics, knowing who makes your coffee, fixes your bike, or sells you that handmade gift creates a sense of belonging that big retailers simply can’t offer.
Small Business Saturday has become a powerful celebration of that connection. Each year, millions of shoppers participate both in person and online. On social media, #SmallBusinessSaturday has appeared over 3.6 million times on Instagram, with tens of thousands of posts shared on Facebook.
When Is Small Business Saturday Celebrated
Small Business Saturday always takes place in the United States on the Saturday after Thanksgiving, falling between Black Friday and Cyber Monday. The date changes each year but always lands in late November, marking the start of the holiday shopping season and encouraging everyone to support their local stores and makers.
| Year | Date |
|---|---|
| 2025 | November 29 |
| 2026 | November 28 |
| 2027 | November 27 |
| 2028 | November 25 |
| 2029 | November 24 |
| 2030 | November 30 |
Ways to Celebrate Small Business Saturday
Small Business Saturday is about showing appreciation for the people behind local businesses and helping them thrive. Even small actions can make a real difference, and there are plenty of ways to get involved beyond simply making a purchase.
- Shop local first. Visit neighborhood shops, cafés, and markets before turning to large online stores. Every sale helps a local owner stay in business.
- Give local gifts. Choose handmade, locally produced, or small-batch items for your holiday presents. It adds a personal touch while supporting your community.
- Dine at independent restaurants. Skip the chains and treat yourself to a locally owned eatery or food truck—you might discover your new favorite spot.
- Share your finds online. Post about your favorite small businesses on social media using #SmallBusinessSaturday or #ShopSmall. Tagging them helps bring in new customers.
- Write a review or testimonial. A few kind words on Google or Yelp can help small businesses build trust and visibility.
- Visit a maker’s market or holiday fair. Many cities host seasonal events featuring local artisans, bakers, and artists—perfect for finding unique, handmade gifts.
- Order takeout from a local restaurant. Skip the delivery apps that take large cuts and order directly from the restaurant instead.
- Buy gift cards for later. If you don’t need anything now, a gift card gives them immediate income and you something to look forward to.
- Support a service provider. Book a haircut, schedule a local repair, or order a custom print from an independent designer—small service providers count, too.
