How Small Business Saturday Promotes Community and Grows Business

October 26, 2018
By shopping on Small Business Saturday you will also be promoting diversity in your community, as it enables local small businesses to not only stay afloat but thrive.

Small Business Saturday occurs on November 24. It is the biggest day of the year for small businesses and the Shop Small Movement. In fact, Small Business Saturday encourages communities across the nation to support their favorite small businesses, which make our communities strong.  

Small Business Saturday is the brainchild of American Express, which launched the initiative on the Saturday after Thanksgiving to encourage people to “Shop Small” and bring more holiday shopping to small businesses. In 2011, the United States Senate unanimously passed a resolution in support of Small Business Saturday.

As of 2017, there were more than 7,200 “neighborhood champions” across all 50 states, with an estimated 108 million consumers reporting that they shopped or dined at local independently-owned businesses on Small Business Saturday. This support of small businesses generated about $12 billion, making Small Business Saturday anything but small. Furthermore, 90% of consumers surveyed said Small Business Saturday has had a positive impact on their community.

President Obama once remarked that “Small businesses represent what is best about our nation. These enterprises empower individuals to build better lives for themselves, their families, and their communities. They remind us that in this country, we never have to stray too far from home to secure the American dream.”

By patronizing a small business on Small Business Saturday, you will be helping to stimulate the local economy and create and sustain jobs in your community. Keep in mind that money spent in your community goes back into it in the form of creating employment opportunities and retaining existing employees. By shopping on Small Business Saturday you will also be promoting diversity in your community, as it enables local small businesses to not only stay afloat but thrive, and keep Big Box stores at bay.

For more information and to promote your small business in time for Small Business Saturday with customizable materials, please visit

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