Small Business Saturday 2025 falls on November 29 and it brings a golden chance for shoppers across America to support their local stores. This shopping event sits right between Black Friday and Cyber Monday. It was started by American Express back in 2010 during the financial crisis. The idea was simple but powerful.
Give small businesses a fighting chance during the busiest shopping weekend of the year. Now 16 years later the event has grown into something much bigger. Last year alone shoppers spent 22 billion dollars at independent retailers and restaurants on this single day. The numbers tell an amazing story but the real magic happens in communities.
When you spend money at a local shop about 67 cents of every dollar stays right in your neighborhood. That money goes toward local jobs better schools and stronger community infrastructure. This year 86 percent of American households plan to shop small during the holidays. That is a huge jump from previous years and shows people really care about supporting their local businesses.
Key Takeaways
- Small Business Saturday 2025 happens on November 29 and marks the 16th annual celebration of independent retailers
- Consumers spent an estimated 22 billion dollars on Small Business Saturday in 2024 with projections showing continued growth
- About 67 cents of every dollar spent at small businesses stays in the local community supporting jobs and infrastructure
- 86 percent of US households plan to shop small this holiday season with millennials and Gen Z leading at 89 percent
- Small businesses estimate that 20 percent of their annual revenue comes from Small Business Saturday sales
- Total holiday spending is projected to reach 263 billion dollars with 42 percent going to small businesses
The Economic Power Behind Small Businesses
Small businesses are the backbone of American economy. There are currently 36.2 million small businesses in the United States. These businesses employ 62.3 million Americans which makes up about 46 percent of the entire workforce.
When you think about those numbers it becomes clear why supporting them matters so much. Small business owners work incredibly hard to keep their doors open. Many of them pour their life savings into their dreams. They create unique products and offer personalized services that big box stores simply cannot match.
This year brings extra challenges for small business owners. Rising costs tariff uncertainties and inflation are making things tough. About two thirds of small businesses report being significantly impacted by tariffs in 2025.
This forces many to raise prices or cut costs elsewhere. Despite these challenges small business owners remain optimistic. Around 77 percent of small retail and ecommerce owners feel confident they will hit their revenue goals this holiday season. That confidence comes from knowing their customers care about shopping local.
Why Gen Z and Millennials Are Leading the Charge
Younger shoppers are driving a major shift in shopping habits. About 89 percent of millennials and Gen Z consumers plan to shop at small businesses this holiday season. These younger generations discover small businesses differently than older shoppers.
A huge 81 percent of them find new shops through social media platforms like Instagram TikTok and Facebook. They value authenticity and connection over corporate polish. Small businesses are meeting them where they are by creating engaging content and telling their stories online.
Social media has become a game changer for small businesses. Almost all small businesses now use social channels for marketing and 99 percent say it positively impacts their revenue. When influencers or content creators post about a small business 82 percent see a spike in sales.
This shows the power of word of mouth in the digital age. Small businesses are getting creative with quick videos behind the scenes content and user generated posts. They are not competing with big advertising budgets but they are winning hearts with genuine stories.
Making Your Small Business Saturday Count
Shopping small does not have to be complicated. Start by thinking about the local businesses you already love. That coffee shop where the barista knows your order.
The bookstore that always has perfect recommendations. The boutique with unique gifts you cannot find anywhere else. These are the places that make your community special. On November 29 make a plan to visit a few of them. Bring your family or friends and make it an experience.
If you cannot shop in person many small businesses now offer online shopping options. About 73 percent of small businesses have websites and many sell through social media platforms too.
You can browse Instagram shops scroll through Facebook marketplace or check out small business sections on larger sites like Amazon. The key is being intentional about where your money goes. Every purchase matters to a small business owner. They feel the impact of each sale in ways that big corporations never will.
Gift cards are another fantastic way to support small businesses. When you buy a gift card you give the business immediate cash flow which helps them cover expenses and plan ahead. Plus gift cards make great presents for people who are hard to shop for. You are giving someone the joy of discovering a local business while supporting that business at the same time.
Beyond Saturday: Making It a Lifestyle
Small Business Saturday is wonderful but the real impact comes from shopping small all year long. About 61 percent of shoppers say they feel motivated to continue supporting local businesses after the holiday season ends.
That ongoing support is what helps small businesses survive and thrive. Think about making small switches in your regular shopping habits. Buy your coffee from a local roaster instead of a chain. Get your gifts from independent shops instead of big retailers. Order dinner from family owned restaurants instead of fast food chains.
Small businesses also need your voice. Leave positive reviews on Google Yelp or their social media pages. When someone asks for recommendations tell them about your favorite local spots. Share posts from small businesses you love and tag them in your photos. These simple actions cost nothing but they mean everything to a small business trying to build their customer base. Your enthusiasm becomes their best advertisement.
The 2025 holiday season projects total spending of 263 billion dollars. If 42 percent of that goes to small businesses as forecasted it would mean 109 billion dollars flowing into local communities. That represents a 44 percent increase compared to last year.
These numbers show that shopping small is not just a nice idea. It is a movement that is growing stronger every year. By choosing to shop local you become part of something bigger than a single transaction. You invest in your community create jobs and help dreams come true.
Small Business Saturday reminds us that shopping can be personal meaningful and impactful. When you walk into a local store you might meet the owner who poured their heart into every detail. You might discover a product that was handmade with care.
You might hear a story that connects you to your community in a new way. These experiences cannot be replicated by clicking add to cart on a massive website. They make shopping feel human again. So this November 29 skip the crowds at big box stores and find the small businesses that make your town unique. Your purchase might just be the one that helps them achieve their goals for the year.
