Small business merchants

Support Small Businesses on Saturday, November 28

With shutdowns, new restrictions, and fewer customers, 2020 has been challenging for many small businesses—businesses that are vital to our local economy, communities, and neighborhoods. Find out how you can support them on Small Business Saturday.

What is Small Business Saturday?

Small Business Saturday is a day dedicated to supporting small businesses and communities. This shopping holiday is held every year on the Saturday after Thanksgiving.

How can I support local businesses on Small Business Saturday?

Shop Small

‘Tis the season to pay it forward. Many small businesses offer unique products, services or experiences that you won't find anywhere else. Most local restaurants are now offering outdoor seating, delivery, and take out options. And by shopping where you live (even if it's from the comfort of your own couch), you can keep dollars in your community.

Many of these local shops and restaurants are offering special promotions. So whether you visit in person or shop online, don't miss out!

Leave a positive review for a business

Many folks search online before going to a business. If you've had a great experience with a local business, posting a positive review can help bring in more customers.

Post about your favorite local store or restaurant in your social networks

Tell your followers about your positive experiences or how they can help this small business (i.e. gift cards, donations, etc.)

Resources for Small Business Owners

The Shop Small Resources Site has free tips and marketing materials to help you promote your business for this event. You don't have to register or be an American Express® Card-accepting, small merchant to participate and market the holiday in your store.

Black-owned small businesses and supporters: The Shop Small Resources Site has free tips and digital and in-store signage to celebrate or show your support.

When did Small Business Saturday start?

Small Business Saturday was founded by American Express in 2010 to support all small businesses—not just American Express card merchants. Sandwiched between Black Friday and Cyber Monday, Small Business Saturday reminds customers to think of small businesses when doing their holiday shopping. Learn more about Small Business Saturday.

Don't forget that you can “Shop Small” all year long! So when you need something, try your local store first and support your community.