Each year, Small Business Saturday offers a chance to uplift local enterprises and make more sustainable, community-driven choices. Held annually on the Saturday after Thanksgiving, this event highlights the importance of supporting small businesses.

Participating contributes to the local economy, creates jobs and fosters a vibrant, diverse marketplace. As large retailers move away from exclusive Black Friday or Cyber Monday deals, you may find more interesting, sustainable products from small businesses aligning with eco-friendly values.

Here’s how to make the most of Small Business Saturday, while supporting local shops and sustainability.

What Is Small Business Saturday? 

Small Business Saturday started over a decade ago to encourage people to shop locally amid the post-Thanksgiving shopping surge. American Express launched the campaign on November 27, 2010, to help small businesses compete with major retailers during the holiday season. 

Since then, it has become a celebrated day for communities across the United States, with events organized by local chambers of commerce and support from government leaders. Small Business Saturday allows independent shops to showcase unique products and services, often spotlighting artisans, craftspeople and local innovators.

This event has grown steadily as consumers increasingly prioritize experiences and meaningful products. Shopping small allows people to invest in local creativity and craftsmanship, often with a focus on environmentally sustainable practices.

Why Is Small Business Saturday Important for Local Shops?

Small Business Saturday can be a financial lifeline for small businesses. For many, this day spearheads one of the year’s busiest shopping weekends. 

Local enterprises reinvest a higher portion of their revenue into the community than big-box retailers, ultimately strengthening the local economy. By supporting them, you help fuel a network of local jobs, increase local tax revenue and enable business owners to continue pursuing their dreams.

Small businesses frequently rely on the holiday season for a significant portion of their annual sales. Small Business Saturday amplifies their visibility in the local market. Many of these enterprises also offer eco-conscious and ethically sourced products, thus prioritizing the planet, while supporting artisans and small-scale producers.

How Can You Participate in Small Business Saturday?

Here are some ways to make a meaningful impact this Small Business Saturday:

• Shop small and local: Visit your local shops and boutiques. Small enterprises often sell handmade, one-of-a-kind items, making them perfect for gifts. Plus, purchasing locally crafted goods helps reduce the carbon footprint associated with large-scale shipping.

• Look for eco-friendly and sustainable shops: Seek out small businesses focusing on eco-friendly practices, like sourcing sustainable materials or using minimal packaging. Look for eco-conscious stores selling items such as reusable bags, organic skincare or upcycled clothing.

• Explore second-hand and thrift stores: Shopping at consignment and thrift stores is a great way to embrace sustainability by giving new life to previously owned items. Thrift stores are also ideal for unique holiday decorations or gift shopping without contributing to new production demand. DIY projects from thrifted items can be a fun way to decorate your home!

• Support local artisans and farmers’ markets: Many small artisans participate in Small Business Saturday by offering unique crafts, foods and handmade items. Farmers’ markets and craft fairs are perfect places to find locally made goods and gifts!

• Use social media to discover and share: Platforms, like Instagram and Facebook, enable small enterprises to reach larger audiences and allow consumers to find products and services they may be interested in. Discover small stores by searching hashtags like #SmallBusinessSaturday or #ShopSmall. Share your finds by tagging and mentioning brands to encourage others in your community to support these businesses.

How Do Customers Find Small Businesses on Small Business Saturday?

To prepare for Small Business Saturday, check out local directories, maps or community event listings. Platforms like Yelp, Google Maps and social media channels make identifying small enterprises near you easy. Many towns also host Small Business Saturday events, which can include discounts, pop-up markets or guided walking tours of local stores.

For more personalized experiences, follow your favorite local businesses on social media to stay informed about special deals and events. Engaging with their online posts supports them digitally and enhances their reach to a broader audience.

What Promotions Work Best for Small Business Saturday?

Small businesses often use creative promotions to attract customers on Small Business Saturday. Here are some common approaches:

• Exclusive discounts and bundles: Many small enterprises offer exclusive deals to encourage sales and thank customers. Bundling products — like pairing a holiday gift set or combining a few small items — makes shopping convenient for gift-hunting customers.

• Local events and experiences: Small businesses may hold in-store events, such as demonstrations, workshops or tasting sessions. These experiences make shopping more memorable and allow customers to connect with the business owners.

• Special gift wrapping: Many small shops offer unique, sustainable gift-wrapping options, allowing customers to reduce waste. Eco-friendly gift wrapping — such as using recyclable or reusable materials — aligns with the values of conscious consumers.

• Loyalty programs or coupons for future use: Offering discounts or incentives for future purchases can encourage repeat visits to the shop, helping small enterprises cultivate long-term customers.

Why is Shopping Small Often More Sustainable?

Choosing local small businesses supports families in your community and often aligns with sustainable practices. Here are some reasons why:

• Lower carbon footprint: Local stores typically source materials and products from nearby suppliers, which means items travel shorter distances to reach customers, reducing greenhouse gas emissions associated with long-haul transportation.

• Support for ethical production: Many small enterprises prioritize ethical labor practices by paying workers fairly and equally, making goods themselves or sourcing from fair-trade suppliers. Supporting these businesses enables consumers to make choices that value ethical standards.

• Less packaging waste: Small businesses often use minimal or eco-friendly packaging, reducing plastic waste. Many small shops also encourage bringing your own bags or offer incentives for reducing packaging.

• Investment in the local economy: From 2013 to 2023, small businesses generated 55% of net new jobs, underscoring their role as a vital engine of economic growth and stability.

Make an Impact 

Choosing to shop small means choosing to support your local community and foster sustainable practices. Small businesses offer unique, personal and eco-friendly products aligned with the values of environmental stewardship. Whether you’re searching for one-of-a-kind gifts, holiday decorations or simply want to spend a day out supporting your community, Small Business Saturday is the perfect opportunity.

By shopping at local stores, you invest in your community and contribute to a more sustainable future. This holiday season, make a meaningful choice to shop small and sustainably, and celebrate the spirit of your neighborhood shops.