Small Business Saturday 2024: Everything You Need To Know For the Big Day

Small Business Saturday celebrates locally owned small businesses and encourages people to shop and dine at independent businesses. Read on to learn how small business owners can take advantage of this once-a-year initiative to attract new customers and help build a strong sense of community.

What is Small Business Saturday and when is it in 2024?

Mark your calendar — this year, Small Business Saturday is November 30, 2024. Each year, this annual event takes place on the Saturday after Thanksgiving and helps kick off the busy holiday shopping season for small businesses and customers alike.

It also serves as a reminder to people about the importance of supporting local brick-and-mortar businesses to help keep dollars in their own communities.

What is the history of Small Business Saturday?

Small Business Saturday was invented by American Express in 2009 as a reaction to the Great Recession. The day also began as a counter to Black Friday and Cyber Monday, which typically benefits big box retail chains and e-commerce stores.

Since its beginning, it’s grown in popularity and has turned into a powerful nationwide campaign that highlights the significance of supporting local businesses and the year-round Shop Small^® movement.

This year marks the 15th anniversary, and the 14th year that Small Business Saturday has been co-sponsored by the SBA. Now, this annual shopping tradition provides a boost for businesses of all kinds and helps people to feel more connected to their local economies.

What types of businesses participate in Small Business Saturday?

While most people associate Small Business Saturday with retail businesses, you don’t have to own a retail store to get in on the action. 93% of consumers plan to shop small to some degree this holiday season, and consumers will do 39% of their holiday shopping on Small Business Saturday, according to the QuickBooks 2024 Holiday Shopping Report.

From hair salons and restaurants to coffee shops, local gyms, professional services, B&Bs and even small local manufacturers — basically any locally owned, independent business can play a part in their community’s big day.

How Small Businesses Can Participate

Have a sale. Small Business Saturday kicks off the holiday season and is a great time to have a sale. Holiday shoppers will be out and about, so offering an exclusive discount or free gift with purchase can give them an incentive to visit your store.

Host an event. Organize workshops, live music, a free class, a behind-the-scenes tour, or special in-store experiences to generate buzz and attract customers.

Team up with other local businesses. Collaborating with other local entrepreneurs for promotions and events can draw bigger crowds and provide mutual benefits.

Free samples or sweets. Serve seasonal beverages, snacks or pass out free samples to draw people in.

Promote your business. Get the word out about your business and any sales or events you’re organizing. Creating a marketing campaign can help you attract new customers and draw a bigger crowd. Social media and email marketing are two powerful, yet inexpensive ways to reach consumers.

Why is it important to support small businesses?

Supporting small businesses is important. Here are a few reasons to shop small:

Small businesses are important to the local economy. When you shop small, the money you spend often goes back into the local community. This fosters job creation and stimulates economic growth. Plus, what you spend on sales tax and the taxes the business pays, stay in your community to support schools, roads and more.

Small businesses make your town special. Small businesses contribute to the local identity, creating diverse and vibrant communities. They often offer personalized experiences that large chains cannot.

Small businesses can be better for the environment. Small businesses often use fewer resources than large retailers. They can also produce goods in smaller quantities and generate less waste. While not all small businesses are inherently eco-friendly, their scale, local orientation and connection to the community can help maintain a smaller footprint.

Small businesses may have better customer service and expertise. Small business owners are often a part of their communities, so they have a good incentive to provide excellent customer service. They’re also very invested in their business and may have a depth of knowledge and expertise not found at larger businesses.

How Consumers Can Celebrate

Shop and dine local. The easiest way for consumers to support small businesses is by becoming a patron. Spend the day discovering unique items and experiences in your own neighborhood.

Spread the word. Consumers can spread the word about their favorite small businesses by word-of-mouth or by sharing a social media post with the hashtag #SmallBusinessSaturday and #SmallBizSat.

Leave positive reviews. Reviews can be really impactful for small businesses. Sharing great experiences can help boost their online visibility and encourage others to check them out.

Purchase gift cards for holiday presents. It’s a win-win. Consumers get their holiday shopping done, and local businesses get immediate financial support. Plus, whoever receives the gift card may become a new customer for the business.

What are your favorite ways to encourage customers to support Small Business Saturday?

Leave reviews on Google to show support.

“To me, this is a moment to celebrate the impact small businesses have on our local communities and culture.

Each small business represents a local community member choosing to fill a need in their community. One tangible step: I take the time, on Small Business Saturday, to go back and leave Google Reviews for small businesses I’ve purchased from in the past year, as I know that really helps them.”

Kaustubh Deo, President and Operator
Blooma Tree Experts

Thanking small businesses for their community involvement.

“What’s great about Small Business Saturday is that for one day, at the beginning of the busy holiday season, consumers are encouraged to really “see” small businesses and to understand what a huge role they play.

We’re your neighbors and friends, and we help build communities because they are our own communities. We sponsor your softball team, we provide non-profits with silent auction items, we give young folks their first jobs. Small business is woven deeply into our communities, and we always welcome the spotlight shone on the ways we contribute.”

Robyn Dochterman, Chocolatier
St. Croix Chocolate Company

Referrals are priceless — tell friends and family to shop small.

“As an owner of JB Motor Works jbmotorwork.com, a small car repair business in Philadelphia, I’ve always seen Small Business Saturday as a special day to connect with the community. In my experience, the most effective way to participate is to create a community-focused event or initiative, something that brings people together and creates a sense of belonging.

“For example, we once organized a free car maintenance workshop during the weekend, addressing common car issues and how-to DIY quick fixes. It was not just a platform for us to impart knowledge but also an opportunity for us to interact and build relations with our customers — which turned out to be a huge success.

“Another approach we take is ‘teamwork for discounts’. We’ve encouraged customers to bring in friends or family members for servicing or repairs, and in return, we offered them discounts. This not only increased our customer base but also boosted our sales – a win-win!

“Small Business Saturday seems to be much more than just a sales day; it’s an opportunity to forge stronger bonds with the community. That’s always been our focus at JB Motor Works.”

John Lin, Owner
JB Motor Works

John Lin, the co-founder of JB Motor Works, is a man of many talents. A seasoned mechanic, a savvy entrepreneur, and a car enthusiast at heart, John has transformed his passion for vehicles into a successful business. His journey in the auto industry began over a decade ago as a humble trainee mechanic. Through sheer dedication and a thirst for knowledge, he ascended the ranks to become a master technician, skilled in handling both domestic and import vehicles.