Small Business Saturday

Celebrated on 11/28/2026

Quick Fact

Small Business Saturday was created by American Express in 2010 to encourage holiday shoppers to support local businesses. In 2021, consumers spent an estimated $23.3 billion at independent retailers and restaurants on this day.

Origins and Establishment of Small Business Saturday

Small Business Saturday was first observed on November 27, 2010, as a response to the dominance of Black Friday and Cyber Monday. American Express launched the initiative to promote shopping at small, locally-owned businesses during the critical holiday season. The company partnered with the National Trust for Historic Preservation and other organizations to amplify the message. In 2011, the U.S. Senate unanimously passed a resolution in support of the day, and it has since been recognized by all 50 states.

Evolution and Modern Commemoration

Over time, Small Business Saturday has grown from a grassroots campaign into a major shopping event. American Express continues to offer marketing materials, social media tools, and incentives like statement credits for cardholders who shop at small businesses. Many local chambers of commerce and business associations host events, parades, and sidewalk sales. The day now serves as a key part of the holiday shopping weekend, bridging Black Friday and Cyber Monday with a focus on community impact.

Facts & General Observations

• In 2022, 72% of consumers were aware of Small Business Saturday, and an estimated $17.9 billion was spent at small businesses on that day.
• Small businesses create two-thirds of net new jobs in the U.S. and account for 44% of U.S. economic activity.
• Every dollar spent at a small business generates an average of 48 cents in local community reinvestment, compared to just 14 cents for large retailers.

Explore more celebrations, trivia, and quests on National Day Quest.