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Small Business Saturday2028 Countdown
Saturday, November 25, 2028
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About Small Business Saturday
Small Business Saturday is an American shopping holiday that encourages consumers to support the independent, locally owned shops that anchor their neighborhoods. Held each year on the Saturday after Thanksgiving, it sits between the big-box discounts of Black Friday and the online deals of Cyber Monday, deliberately redirecting holiday spending toward Main Street. The concept was created by American Express in 2010 and quickly gained national attention, later receiving official recognition from the United States Senate. Participating businesses offer special promotions, host events, and collaborate with chambers of commerce and community groups, while shoppers use the day to discover independent bookstores, cafés, boutiques, and service providers. Cities promote it with campaigns, and many shoppers view it as a way to keep money circulating locally during the busiest retail season of the year.
History of Small Business Saturday
Small Business Saturday was launched in 2010 by American Express as a response to the economic pressure small merchants faced after the recession, timed deliberately to capture holiday shopping momentum. The first year was amplified by public officials and mayors across the country, and by 2011 the United States Senate passed a unanimous resolution of support, cementing the day's official standing. Annual reports have since estimated billions of dollars in reported spending at independent retailers on the day each year, and hundreds of neighborhoods, from small towns to major cities, now organize their own campaigns. What began as a marketing initiative has evolved into a community-driven tradition that many local businesses plan for months in advance.
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Frequently Asked Questions
- When is Small Business Saturday?
- Small Business Saturday takes place on the Saturday after Thanksgiving in the United States, so the date changes each year. It falls between Black Friday and Cyber Monday during the holiday shopping season.
- Is Small Business Saturday a public holiday?
- No, it is a shopping observance, not an official public holiday. Stores are open as usual, and many independent retailers use the day for special promotions and community events.
- How do people celebrate Small Business Saturday?
- Shoppers spend the day buying from local bookstores, cafés, boutiques, and service businesses, while towns host markets, pop-up events, and campaigns that spotlight independent retailers.
- Who started Small Business Saturday?
- American Express created the event in 2010, and it quickly gained public support, including a resolution of recognition from the United States Senate the following year.