Small Business Saturday 2025, a nationwide shopping event dedicated to celebrating and supporting local, independent businesses, falls on November 29. Launched by American Express in 2010, it has grown into one of the most important holiday shopping days for Main Street retailers.
In 2024, US consumers were estimated to have spent approximately $22 billion at independent retailers and restaurants on Small Business Saturday, indicating that support for local businesses remains strong during the holiday season.
If you run a brick-and-mortar store, café, or boutique, Small Business Saturday is your moment to shine. In this guide, we’ll explain what the event is, highlight its impact on local businesses, and share creative, ready-to-use ideas and promotions to help you make the most of Small Business Saturday 2025.
Make your Small Business Saturday promotions stand out with professionally designed signage, banners, and postcards from VistaPrint — a simple way to give your marketing materials a polished, cohesive look ahead of the big weekend.
Small Business Saturday overview
Before diving into ideas and promotions, it helps to understand what makes Small Business Saturday such a powerful event for local retailers.
Small Business Saturday is a nationwide movement that encourages consumers to support small, independently owned businesses during the holiday season. It takes place each year on the Saturday after Thanksgiving and is recognized by communities across the US through neighborhood events, promotions, and “Shop Small” campaigns.
The initiative, started by American Express in 2010, now includes participation from local governments, chambers of commerce, and community organizations that help raise awareness and drive foot traffic to Main Street businesses. Many retailers, cafés, and service providers use it as the kickoff to their holiday sales season.
You can get involved for free by adding your business to the Shop Small Map, which helps nearby shoppers find participating stores and provides free marketing materials for promotion.
Small Business Saturday continues to play a major role in strengthening local economies. Aside from the estimated $22 billion in immediate sales at independent retailers and restaurants in 2024, approximately 68 cents of every dollar spent at a small business remains in the community through wages, services, and local suppliers. This ripple effect underscores why many cities treat the day as both a sales opportunity and a celebration of community pride.
Participating in Small Business Saturday is easy and free, but a bit of early planning helps you make the most of it.
Businesses that accept American Express cards can be featured on the official Shop Small Map. This directory helps nearby shoppers find participating small businesses and may include your store in American Express promotional materials and search results.
If you don’t currently accept Amex, you can still take part in Small Business Saturday by running your own “Shop Small” promotions and using Amex’s free marketing materials to show your support.
Keep in mind that business information on the map is updated regularly and may contain errors, so it’s best to verify your listing details before the big day.
Most businesses start planning for Small Business Saturday by early October to reach early holiday shoppers and coordinate with local events. Here’s a simple timeline to follow:
- October: Confirm Amex acceptance, register or verify your Shop Small Map listing, and begin promoting your participation online.
- Early November: Finalize offers, partnerships, and event details.
- Thanksgiving Week: Decorate your storefront, share your deals on social media, and remind your email subscribers to shop local.
Preparing early ensures your business is visible and ready to capture the excitement and sales when shoppers come out to support local stores on November 29.
Store promotion tips
Even before Small Business Saturday arrives, smart promotion and thoughtful presentation can make a big difference. These strategies help you generate buzz early and create an inviting shopping experience that stands out on one of the busiest weekends of the year.
1. Start early
The holiday shopping season is kicking off earlier each year. Over 1 in 10 people complete their holiday shopping before Thanksgiving. Around 30% of consumers plan to shop on Small Business Saturday. To ensure that you capture even the earliest holiday shoppers, plan and promote your Small Business Saturday deals and activities well before the official shopping weekend.
Post early “save the date” messages, send reminder emails, and include your event info on your website and Google Business Profile. That way, shoppers can plan you into their weekend route ahead of time.
2. Decorate your storefront
Your storefront is your first impression, so make it festive, bright, and unmistakably local. Use window displays, signage, and outdoor décor that highlight your brand and the “Shop Small” message.
If you’re on a busy street, consider a photo-worthy setup, like a window mural, string lights, or a branded backdrop, to encourage visitors to snap pictures and tag your store on social media. Pair your décor with a unique hashtag (e.g., #ShopSmallIn[YourTown]) to encourage community participation and visibility.
You can easily design and order custom banners, posters, and window decals from VistaPrint to give your storefront a professional, holiday-ready look without spending much.
3. Get your business on the Shop Small Map
If you already accept major credit cards and haven’t registered with American Express’ Small Business Saturday Shop Small map, you still have time.
This interactive map helps consumers find small businesses participating in the “Shop Small” movement. It also gives your business an opportunity to be recommended in emails to Card Members, in their online accounts, and within search results on the Shop Small Map. Signing up is easy AND free.
Here’s how:
- Log in through American Express’ merchant profile page with your Employer Identification Number (EIN) and business zip code.
- Click on your business location.
- Check and edit your business information (business name or contact details) by clicking on the edit icon next to the corresponding section.
- Verify your information and press “Save”.
Note that updates can take up to three days to appear on the Shop Small Map or Online Directory.
4. Use hashtags
You can use popular hashtags like #ShopSmall or #ShopSmallSaturday to increase your business’s visibility and encourage your customers to use them when sharing their purchases and experiences on platforms like Instagram, Twitter, and Facebook.
You can also boost your social media presence by developing a branded hashtag specifically for Small Business Saturday. This will help generate buzz and create a sense of community around your event — as well as evoke fear of missing out, or FOMO, among those who don’t attend.
Frist Art Museum uses #ShopSmallSaturday and #ShopattheFrist to share its discount parking promo. (Source: X)
5. Offer curbside pickup
Convenience is key — especially for busy shoppers. Provide options like curbside pickup, same-day delivery, or local drop-off to make holiday shopping easier for your customers.
Use clear signage or checkout prompts to remind online shoppers they can pick up their orders locally and skip shipping delays.
Check out these resources to help you get started:
6. Have extended shopping hours
Accommodate late shoppers by extending your store’s operating hours on Small Business Saturday. Longer hours can attract additional sales and cater to those with busy schedules, particularly during the holiday season.
With the volume of holiday shoppers out and about, stores that stay open an hour longer than their competitors will likely capture after-work traffic, giving them an influx in sales almost every evening during the month of December.
Don’t forget to let everyone know that your business is open longer for Small Business Saturday. Announce your extended hours in advance through social media, email, and storefront signage so shoppers can plan their visits.
7. Go digital with business cards
Digital business cards are an easy way to make a lasting impression without wasting paper. Instead of handing out traditional cards, create a QR code that links directly to your digital card, social media profiles, or website.
You can design one in minutes using tools like Canva or HiHello, then print the QR code on signage, flyers, or product packaging. Customers can scan it to save your contact info instantly — perfect for networking during Small Business Saturday events or markets.
Customize your link with a short, branded domain (e.g., yourstore.com/connect) to keep it professional and memorable.
A simple digital business card template in Canva that includes a QR code for shoppers. (Source: Canva)
Deals and discounts
Exclusive offers and creative pricing are what make Small Business Saturday irresistible to shoppers. Whether you’re looking to move inventory, boost average order value, or reward loyal customers, these ideas will help you design deals that feel special and worth showing up for.
8. Create gift bundles
Help customers simplify their holiday shopping by offering pre-wrapped gift bundles. Combine related products, like candles and bath salts, or coffee mugs and local beans, and sell them at a discounted price.
Use what you know about your bestsellers to create pairings that make sense for your target market. For example, a local bookstore could offer a “Cozy Night In” bundle featuring a novel, blanket, and hot cocoa mix. In 2023, more consumers shopped local compared to major retailers (up 10% vs 2022), and specialty, independent, local, or boutique businesses were the fourth-most popular in-store shopping destinations.
Erie, PA-based Werner Books bundles together pre-wrapped books, coffee mugs, and coffee or tea for Small Business Saturday and holiday shoppers. It uses what it has learned about its customer preferences to bundle together products its shoppers prefer.
9. Offer exclusive discounts
Give shoppers a reason to visit your store on Small Business Saturday specifically. Offer one-day-only discounts, like 10% to 20% off select items or a gift card with purchase. Bohemia, in Cedarburg, WI, offered shoppers a 10% discount on a single purchase as well as a free ornament to boost sales during the shopping event.
You can also create tiered discounts (e.g., spend $50, get 10% off; spend $100, get 20% off) to increase average transaction value. Announce these promotions a few days in advance through your email list and social media so customers can plan to stop by.
10. Give away swag
Everyone loves free stuff, and it’s an easy way to keep your business top of mind after the event. Offer branded tote bags, keychains, or stickers with every purchase. If your budget allows, include a reusable item like a mug or water bottle with your logo. Not only does this delight customers, but it also serves as free advertising long after the day ends. Keep a few “first 50 customers only” swag bags to encourage early traffic.
Fill your swag bag with Small Business Saturday merch and other goodies. (Source: Historic Prosser)
11. Include a freebie with purchase
Encourage purchases and build excitement by offering a free gift with qualifying purchases or store visits. It doesn’t have to be costly—small, meaningful items can make a lasting impression.
For example, during Small Business Saturday 2024, The Fire, a local artisan shop in Appleton, Wisconsin, offered a free holiday ornament with any $25 purchase as part of the city’s Shop Small Passport program. This kind of thoughtful perk not only drives sales but also adds a festive, community-centered touch.
You can do the same by offering small gifts, product samples, or discount cards for future visits. Even a simple freebie can turn a one-time shopper into a loyal customer.
12. Launch limited-edition products
Create a sense of urgency with exclusive Small Business Saturday or holiday-themed items. It could be a seasonal flavor, a special design, or a collaboration with another local brand.
Announce your limited-edition drop on social media before the event to generate buzz. Customers love the feeling of discovering something they can’t get any other time of year, and it gives them a great reason to stop by in person.
Collaboration and community ideas
Small Business Saturday works best when local businesses work together. Partnering with others in your area can multiply exposure, bring in new customers, and turn your event into a community celebration rather than just a sale.
13. Organize a Small Business Saturday event
Host an in-store event with live music, giveaways, or workshops to draw in shoppers and create a festive atmosphere that encourages them to linger.
Downtown Yakima, a neighborhood in Washington, held its own Small Business Saturday event in coordination with local businesses. But you can also do this at a store level. Port City Brewing Company in Alexandria, VA, for example, hosted a Maker’s Market to commemorate the day. This showed support for local artisans and drew people in to patronize the business.
When holding similar events, remember to list your event on local calendars, Facebook Events, and community pages at least two weeks in advance to drive attendance.
14. Collaborate with other local businesses
Join forces with neighboring businesses to offer cross-promotions or shared incentives. For example, a coffee shop and bookstore can team up for a “Buy a Latte, Get 10% Off Books” promo.
You can also organize a “Shop Hop”, a local shopping trail where customers collect stamps or punch cards from participating stores for a chance to win prizes. This approach turns your downtown area into a unified experience and keeps shoppers circulating longer.
Port Washington hosted a Shop Hop Event for 2022’s Small Business Saturday, working with a variety of local businesses to encourage consumer participation. Promotions included a handy map to help shoppers navigate participating businesses.
15. Partner with local influencers
Another Small Business Saturday promotion idea is working with local media and influencers to get your business in front of potential customers. Consider influencer marketing to bolster your Small Business Saturday promotions.
According to a study by Matter Communications, 61% of consumers prefer relatable influencer personalities when deciding to follow on social media. Even if you have a limited marketing budget, you’ll likely find nano- and micro-influencers that can get your collaboration in front of the right audience.
@staceyyasis Check them out! @Masseria Estate Pure, fresh olive oil will CHANGE your cooking game I can guarantee it 🫒🫒 #oliveoil #seedoils #italianoliveoil #smallbusinesssupport #smallbusinesssaturday #wellnessgirls ♬ original sound – Stacey Asis
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16. Feature local artisans or makers
One of the main ideas behind Small Business Saturday is to support local shops, creators, and makers. You can promote your business and uplift local artisans and their products in your store, giving customers a unique shopping experience.
In the Milwaukee area, La Finca Coffeehouse created a space for local artisans and creators to set up and sell their goods. This lured in foot traffic likely to make a coffee or related purchase during their visit.
Port Washington’s Shop Hop 2022 event featured promos and coupons with participating businesses. (Source: Downtown Port)
17. Support a local cause
Partner with a local charity or cause for your Small Business Saturday sale and show how you give back to the community. Not only is this good karma, it’s also good business. As many as 70% of consumers want to know what the companies they support do to give back.
You can donate a portion of your sales, allow shoppers to make donations, or offer a space for a nonprofit organization to promote its cause. You can also donate products to a service-oriented Small Business Saturday event.
For instance, you might donate $1 per purchase to a local food bank or offer a discount for customers who bring canned goods. This builds goodwill and reinforces your reputation as a community-minded business.
18. Create a Small Business Saturday passport program
Work with nearby shops to design a Small Business Saturday Passport, a simple card shoppers can get stamped at each participating business. Once it’s full, they can enter a raffle or redeem a prize.
This strategy encourages shoppers to visit multiple stores, discover new favorites, and keep spending locally.
Manayunk Development Center in Philadelphia is hosting a Small Business Saturday Passport event this 2025. (Source: Manayunk Development Corporation)
Love this idea? Get started and create eye-catching Small Business Saturday passports (and various other custom print materials) through VistaPrint. Take advantage of easy design tools to make your materials shine and stay true to your brand identity.
19. Organize a community scavenger hunt
Make shopping interactive with a downtown scavenger hunt. Hide clues or QR codes in participating stores that lead to small prizes or entries in a grand drawing.
It’s fun for families and groups, drives people to multiple locations, and gives each participating business extra exposure.
Creative event ideas
Hosting an event can turn Small Business Saturday from just another shopping day into a real experience. These ideas help draw crowds, create excitement, and give customers a reason to linger and spend more.
20. Run a contest or giveaway
Contests and giveaways are great for driving both in-person and online engagement. You can host a raffle for shoppers who make a purchase, or a social media giveaway where customers share a post or tag your business.
For example, a boutique could offer a “Shop & Win” promo where every $25 spent earns an entry into a gift basket drawing. Announce winners at the end of the day or during a live stream to keep energy high. Partner with nearby shops to co-sponsor the prize for even more reach.
21. Offer product sampling
Provide samples of your products to entice customers and showcase the quality of your offerings. Hosting sampling events can be an effective way to engage shoppers and encourage them to make purchases.
This is exactly the approach Frannie’s Market took with its Small Business Saturday sale. The specialty grocery store gave shoppers free samples of its products to add to the festive vibe and encourage them to make a purchase.
22. Serve refreshments
Even if you don’t sell food or drink, you can serve them on Small Business Saturday (as long as you comply with local regulations—check with your municipality). Tosa Bike Garage, for example, served hot cocoa, coffee, and mimosas and invited guests to snack from a donut wall to drive foot traffic and sales.
Don’t forget, however, that you will likely have to obtain a liquor license if you want to serve alcoholic beverages. This can take time (and money), so start now and be sure the hoops are worth jumping through.
23. Play music
Add a festive vibe to your Small Business Saturday event by featuring live music or a DJ. Music can enhance the overall ambiance and create an enjoyable shopping environment—as well as encourage shoppers to hang out longer, and hopefully spend more money. The Blackity Black Holiday Market had a curated playlist from local Milwaukee DJs for its Small Business Saturday event.
24. Offer something for kids
Attract families by providing activities for children. Just Kiln’ Time, a pottery shop, hosted a “Paint Your Own Pottery” promotion on Small Business Saturday. For $35, parents could drop their kids off at the shop to attend a painting workshop — complete with milk and cookies — so they could do their shopping independently.
25. Host a tree lighting or holiday kickoff
Tree lighting, wreath ceremony, or holiday kickoff events are common during the holiday shopping season. These events can bring families together, foster a sense of community, and create lasting memories. The Flossmoor Community at the Chicago Southland, for example, hosted a tree lighting at the end of its Small Business Saturday promo last year.
26. Live stream your event
If you’re hosting a special event or contest, share it online to reach a broader audience. Go live on Instagram, Facebook, or TikTok to show off the atmosphere, highlight promotions, and engage with customers who can’t attend in person.
You can even host short behind-the-scenes segments or Q&A sessions with your staff or local creators. Livestreaming adds authenticity and can encourage online followers to visit in person next time.
Further reading:
Growth and engagement ideas
The real value of Small Business Saturday isn’t just in one day of sales — it’s in the relationships you build. Use these strategies to turn one-time visitors into loyal customers and make your local impact last all year.
27. Host your grand opening
Getting ready to start a new retail business? Consider coordinating your grand opening with Small Business Saturday. That’s exactly what Comma, a bookshop, did in 2022. The Minneapolis-based small business took advantage of the buzz around Small Business Saturday to raise awareness about its new shop and capture first-time customers.
Comma, a bookshop in Minneapolis, MN. (Source: Facebook page)
In a similar vein, Choo Choo Bob’s Train Store hosted its grand re-opening after it was forced to close its doors during the COVID-19 pandemic.
28. Launch a loyalty or rewards program
Encourage repeat visits with a simple loyalty program. Offer a punch card, app points, or email-based rewards where customers earn discounts or freebies for multiple visits.
Promote it as a thank-you for supporting local businesses: “Sign up today and earn double points for Small Business Saturday purchases!” This keeps customers coming back long after the event.
Related:
29. Set up a photo booth or selfie spot
Create a photo-worthy moment inside or outside your shop to encourage social sharing. Decorate a wall with your logo, a neon sign, or a festive holiday backdrop, and add a sign with your hashtag.
Shoppers love documenting their outings, and every tagged photo acts as free marketing for your store and community. Partner with a local photographer or use a ring-light tripod to make the experience more polished.
30. Follow up with shoppers after the event
Don’t let the connection end at checkout. Within a few days, send a thank-you email to everyone who signed up for your newsletter or made a purchase.
Include a short note of appreciation, photos from the event, and maybe an exclusive post-event offer to encourage a return visit in December. Even a simple “Thanks for shopping small with us!” message can strengthen relationships and remind customers that their support truly matters.
Benefits of participating in Small Business Saturday
Participating in Small Business Saturday offers several advantages for local businesses, such as boosting sales, interacting with your community, and promoting your brand and partners: Increased Sales
Small Business Saturday can lead to a significant boost in sales as customers actively seek out local businesses for their shopping needs. Small Business Saturday shoppers spent approximately $22 billion in 2024.
In fact, 50% of holiday shoppers planned to shop on Small Business Saturday in 2024. As the Small Business Saturday movement continues to gain momentum, we can hope for a similar, if not larger, opportunity for SMBs and their Small Business Saturday sales in 2025.
Community engagement
Small Business Saturday offers countless opportunities to connect directly with your community. It’s a chance to engage face-to-face with shoppers, strengthen customer relationships, and show appreciation for their support.
This personal connection still matters, especially for in-person retail. According to the National Retail Federation (NRF), 126 million consumers shopped in stores over the Thanksgiving weekend in 2024, compared with 124.3 million who shopped online, indicating that most shoppers still value in-person experiences.
Brand visibility
Participating in Small Business Saturday can improve your brand’s visibility, both locally and online. Other than using event-related hashtags on your social posts to reach potential shoppers, many customers also share Small Business Saturday posts on social media, especially if there’s an interesting event or promotion associated with the day.
Partner promotion
Many local organizations and chambers of commerce actively promote Small Business Saturday, providing additional exposure and resources for your business. In some cases, they even organize and promote the event, so you don’t have to worry about doing it all yourself.
Frequently asked questions (FAQs)
Click through the questions below to get answers to some of your most commonly asked Small Business Saturday questions.
On Small Business Saturday, post engaging content that promotes your event, highlights the promotions and product offerings, and showcases the unique shopping experience you provide. Share behind-the-scenes glimpses, customer testimonials, and user-generated content to create excitement.
Shopping local on Small Business Saturday supports your community by keeping money within the local economy. It also fosters a sense of community and encourages unique, personalized shopping experiences.
Small businesses are good at providing personalized customer service, offering unique and niche products, and building strong connections with their local communities.
Bottom line
Small Business Saturday is a great opportunity for small brick-and-mortar businesses. By implementing these creative and low-budget Small Business Saturday ideas, you can make the most of this special day, attract new customers, and strengthen your relationship with your community. With careful planning and execution, Small Business Saturday 2025 could be your most successful one yet.
