Celebrate Small Business Saturday

Are you ready to shop small? No, we're not talking cotton balls or paper clips. Small business small.

November 27, 2021, marks Small Business Saturday, an annual celebration that promotes shopping at local brick and mortar businesses. Created by American Express and first observed in the United States in 2010, the day is meant to counter Black Friday and Cyber Monday, unofficial national shopping days that focus on e-commerce companies and big box retailers.

In kicking off the 2010 celebration, American Express launched the Twitter hashtag #SmallBusinessSaturday, which continues today as a means for promoting the event. This year, American Express is encouraging shoppers to “shop small” during the post-Thanksgiving weekend to support local businesses. Whether patronizing a grocer, restaurant, bookstore or salon, Small Business Saturday recognizes and celebrates the products and services that contribute to our local communities.

Since the start of Small Business Saturday in 2010, U.S. consumers have spent roughly $85 billion at independent retailers and restaurants, according to American Express. (Of course, AMEX isn’t taking credit for that sizable total, but presents that metric to highlight the spending pool that is available.)

For small businesses looking to capitalize sales on Small Business Saturday, American Express has developed Small Business Saturday-themed marketing collateral, including email templates, that help companies promote their businesses and generate public support.

For consumers looking to patronize small business retailers, American Express publishes a Shop Small Map that includes neighborhood businesses throughout the United States. Additionally, AMEX provides curated offers and membership rewards to card members who shop at small businesses, both during Small Business Saturday and during other times throughout the year.

Small Business Saturday spawned a spinoff celebration overseas, Small Business Saturday UK, which began in the United Kingdom in 2013.

For additional information and resources surrounding Small Business Saturday in the U.S., visit the AMEX website.