The 2025 Small Business Saturday falls on November 29th. Started by American Express in 2010 in response to the Great Recession, Small Business Saturday is a reminder to celebrate and support small local businesses. The Senate first passed a resolution in 2011, and in 2015 the event officially became co-sponsored by the U.S. Small Business Administration.
Small Business Saturday – By the Numbers
This year, SBA’s 2025 Small Business Profiles reported that there are 36.2 million small businesses in the United States, collectively employing 62.3 million people, or 45.9% of the U.S. workforce. Thanksgiving weekend, spanning from Black Friday through Cyber Monday, is traditionally the largest shopping period of the year. Within this busy weekend, Small Business Saturday stands out as a critical opportunity for local retailers to capture holiday sales while engaging their communities. According to a National Retail Federation survey, each consumer is projected to spend $890.49 this holiday season, a slight decrease of $11 from last year.
The American Express Shop Small Impact Study emphasizes the significant role Small Business Saturday plays in supporting local enterprises. Specifically, 84% of small business owners report that the day is essential for their holiday revenue. Beyond sales, the event fosters stronger community connections, as many consumers see shopping at small businesses as a way to support their neighborhoods. As a result, 61% of respondents indicated that the excitement of Small Business Saturday motivates them to continue shopping and dining locally throughout the holiday season.
Holiday sales, in general, represent a substantial financial boost for small businesses. According to the Constant Contact Small Business Holiday Outlook, 77% of retail and e-commerce small businesses remain confident that they will achieve their revenue goals this season. Nevertheless, the Deloitte 2025 Holiday Retail Survey projects that consumers will spend roughly 10% less than last year. Small business retailers may need to explore creative strategies to deliver value beyond traditional discounts.
Marketing Small Business Saturday
American Express supports small business owners on Small Business Saturday and throughout the year through their Shop Small initiative. American Express provides a variety of Shop Small marketing materials to help small businesses reach shoppers on Small Business Saturday. Through their Shop Small Resource Hub, small businesses can add or update their listing on the Shop Small Map, based on eligibility.
Additional resources for making the most out of Small Business Saturday are available from additional sources:
- National Federation of Independent Businesses – Tips for a Successful Small Business Saturday
- Tips for Small Businesses – impactful strategies to maximize sales on Small Business Saturday
- Expert Advice on Winning Small Business Saturday – 5 tips to make the most of Small business Saturday form the U.S Chamber of Commerce
- Holiday and Seasonal Trends – NFR holiday trends resources
Be sure to visit SBDCNet for resources on digital marketing, website design and selling online for small business.
Additional Small Business Resources
Already in business or thinking about starting your own small business? Check out our various small business resources:
- View our small business help topics here: Small Business Information Center
- View our business reports here: Small Business Snapshots
- View our industry-specific research here: Market Research Links
- View our small business cybersecurity resources here: Cybersecurity
Remember, you can also receive free professional business advice and free or low-cost business training from your local Small Business Development Center!
About the SBDC National Blog
The SBDC National Information Clearinghouse (SBDCNet) is the official business research and support program for the national SBDC network. For over 25 years, the SBDCNet has been dedicated to meeting the information and resource needs of the small business community and working in partnership with SBDCs to ensure their clients’ success. The SBDC National Blog is a publication of SBDCNet that features small business news, stories and more. If you have a small business resource or SBDC client success story you think would make a great feature, please Contact Us.
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