Small Business Saturday 101

Small Business Saturday is a countermovement that independent tackle retailers, in particular, should keep an eye on.

Small Business Saturday is a day dedicated to supporting small businesses and communities across the country and is part of the larger Shop Small Movement. Founded by American Express in 2010, this day is celebrated each year on the Saturday after Thanksgiving in the U.S. This year, Small Business Saturday is November 25, 2023. Since it started in 2010, consumers have reported spending an estimated $163 billion at small businesses across all 12 Small Business Saturdays combined*.

Whether scrolling on social media or strolling by your storefront, get customers to stop and take notice with free marketing materials, plus tools to help grow your business. Add your business to the American Express® Shop Small Map – it’s an easy way for shoppers to find you. Already have a listing? Keep it updated with your latest information. American Express provides access to funding, resources, and tools to help minority-owned businesses either jumpstart or grow their business.

Shop Small initially started when Amex created Small Business Saturday® to encourage support for small businesses back in 2010. In 2020 alone, Amex invested approximately $200 million in global small business initiatives.* And every time you buy a latte from a tiny cafe or order a gift from a local artist, you’re making a difference, too. Shop Small has grown to be a year-round movement that supports small businesses across the globe, and Small Business Saturday continues to be an annual holiday shopping tradition.

*This spend statistic is an aggregate of the average spend as reported by consumers who shopped small on Small Business Saturday in surveys commissioned by American Express reporting spend habits on Small Business Saturday since 2012. It does not reflect actual receipts or sales. Each such survey was conducted online among a nationally representative sample of U.S. adults. The data was projected from the samples based on then-current U.S. Census estimates of the U.S. adult population (18+).

For more information on Small Business Saturday, visit