Small Business Saturday: How to Make the Most of It

In case you haven't heard, Small Business Saturday is on the horizon! But when is it? What is it?

Small Business Saturday falls on the Saturday after Thanksgiving, right between Black Friday and Cyber Monday, and it's all about celebrating small businesses and giving shoppers a reason to think twice before defaulting to the likes of Amazon. This year, the day falls on November 28, 2026, and if you run an independent shop, café, salon, or restaurant, it's something you need to know about.

One of the best things about the day is that it's all about what makes local special; meaning no slashing your prices like Black Friday, no trying to compete with the big chains on cost. Instead, you get people who are already out doing their holiday shopping and are actively looking for a reason to spend some of that money locally rather than at a big-box store. 

In this blog, we'll cover what the day is really about, how it started, its impact, and exactly how to make the most of it.

What is Small Business Saturday?

Small Business Saturday was dreamed up by American Express back in 2010, as a deliberate counter to the culture of Black Friday. It's actually an American invention through and through, born in the US and later exported to countries like the UK and Canada. There's no sign-up fee, no catch, and no company sponsorship required to take part. It's simply a national nudge to shop small, and a chance for small businesses to really shine.

And people really do take part. Consumer spending on the day reached an estimated $18 billion in 2025, and small business owners estimate that nearly 20% of their entire yearly revenue comes from Small Business Saturday sales alone. But here's what's worth keeping in mind to keep expectations reasonable: the big spending numbers quoted each year come from surveys asking shoppers what they think they spent, not from real till receipts or sales data, and the year-to-year swings can be significant. 

Since these numbers are self-reported, take them with a grain of salt, and as a sign that people genuinely want to shop small, not a guarantee of exactly what'll land in your own register that day.

Where the support comes from

It's not an actual government-run program, though there's still more to the day than just a nationally appointed name. American Express covers the marketing, national promotion, and consumer research every year, at no cost to the small businesses taking part. Local governments tend to get involved off the back of that national attention rather than running the day themselves, often with mayors issuing their own proclamations, cities running their own "shop local" campaigns, or officials simply showing up to visit businesses on their own Main Streets.

So while Small Business Saturday started as one company's idea, the backing it's picked up since, from the federal government to city halls, is proof this is a genuine day worth taking seriously, not one to let pass you by. If you want to dig further into how American Express is involved, check out the official American Express Shop Small hub.

It's not a sale day

Here's something that's really important to understand about Small Business Saturday and where a lot of businesses get it wrong: Small Business Saturday isn't really about discounting. You don't need to run a big markdown, and honestly, treating it purely as a bargain day kind of misses the point. The whole idea is to remind people that your café, your bookshop, your salon is worth spending money at, just as much as the big chains (if not more worthy, in fact).

That said, nothing is stopping you from running a deal if you feel it's right for your business. Alternatively, you could offer a small bundle, a bit of extra value for people who show up on the day, or try something completely different: a little event, a workshop, a treat, or a kids' activity that shows off your role in the community.

Just don't make a massive discount the whole plan; it's not about being the cheapest option, it's about the distinctive benefits shopping local offers, your story, your ties to the community, the things a big chain simply can't offer. That tends to work far better than a discount ever could.

A few things worth doing to prepare

We've already covered a couple of ways to make the most of Small Business Saturday, but here are a few more things worth doing to get your locals genuinely excited to spend money with you. That said, the beauty of the day is in its simplicity: just be yourself, in all your local glory, and the right customers will flock.

Here are a few tips for the big day:

• Get yourself listed for free: The official American Express Shop Small map puts you in front of shoppers specifically looking for somewhere local to spend, at no cost at all. It's a five-minute job that puts you on the map, literally.
• Start talking about it early: If you're participating and want to get people in the right mood, shout about it! Businesses that actually see a bump from the day tend to build up to it over a couple of weeks. Post about it, email your list, tell your regulars what you've got planned. If you've got a busy Instagram or a decent email list, this is the moment to actually use it. It's going to take a bit more than just a poster in a window to get people sufficiently aware of what's in store (although definitely put up a poster too).
• Give people a reason to show up, not just a date to remember: A small event, a first look at something new, a bit of extended opening hours, anything that makes the day feel like more than just "we're open as usual." A café might put on a special seasonal menu for the day, while a boutique might do a small styling session or a first look at new stock before it goes online. If you're a salon, you could offer a taster treatment or a small gift with any booking made that day. None of this needs to be elaborate or expensive; it just needs to give someone a reason to go out on a wintry Saturday.
• Tell your story: People taking part in this are actively choosing to support a real, local business. So lean into that: why you started, what makes you different, why it matters that they're spending here instead of somewhere bigger. This can be done in person, online, or even via a handwritten note by the register.
• Think about what happens after Saturday: A new customer walking through the door offers an invaluable opportunity to create a regular, perhaps one that will browse again in January. Something as simple as a loyalty card, a follow-up email, or even just remembering someone's name next time can be the difference. If you want a proper system for this, Epos Now's loyalty tools are built to turn a one-off visit into a repeat one.
• Team up with other small businesses nearby: A lot of the biggest Small Business Saturday success stories aren't one shop acting alone; they're a handful of independents on the same street or in the same town working together: a joint map of who's doing what, a shared social media push, or even just recommending each other to customers who ask, "Is there anywhere else nearby I should check out?" By teaming up, you're creating more of an event for the shoppers, which could mean the difference between a steady crowd and a usual Saturday.
• Don't forget your existing customers: Small Business Saturday isn't just about chasing new faces; it's also about giving your regulars some love. A simple "we'd love to see you this Saturday" message to your existing customer list can be enough.

What this looks like depending on your business

Before the big day, there are a few things you can do to increase your chances of success. There's nothing you have to do, but it's a good time to make a few adjustments.

If you're a retailer, start with being findable: make sure your Google Business Profile is accurate, with the right hours, a short business description, a few recent photos and reviews, and an Instagram that looks active. If you don't have a website, this is a great time to launch one, even if it's basic. It helps people know what to expect before they arrive, and can even bring in sales after they've left. Beyond that, it's worth giving the shop itself a bit of attention too: a fresh coat of paint, a tidied-up window, or making sure you've got enough stock in for a busier-than-usual Saturday.

If you're in hospitality, think about turning the day into an occasion rather than just staying open. A short menu addition, an extra festive touch to the space, or simply making sure you're fully staffed and ready for a busier-than-usual Saturday all help.

If you run a service business like a salon, barbershop, or studio, the day is a good moment to fill gaps in your books with new faces. A small taster offer or an easy way to book on the day (rather than requiring people to call ahead) can make a real difference.

Make it more than a one-off

Small Business Saturday sits right at the start of the busiest stretch of the year for most independent businesses, so it's worth thinking of it as the opening night of your holiday trading period, not a standalone event. Anyone who discovers you on the day is a genuine chance at a customer for the whole festive season and beyond, provided you've got a plan for keeping them.

At the end of the day, Small Business Saturday won't fix a business with no customer list, no social presence, and no plan. But if you're already doing the basics right, it's a free, nationally promoted reason for new people to find you. Make it easy for them to walk in, give them a proper reason to remember you, and make sure you're ready to see them again.

If you want to know whether the day actually worked, Epos Now's guide to POS reports covers the basics of tracking footfall, best-sellers, and repeat visits, rather than just going on gut feeling. And since the real win is turning a one-off Saturday visitor into a regular, it's worth reading up on how to build a loyalty program that actually works, or looking at Epos Now's own loyalty tools if you don't have a scheme in place yet.