Supporting Minority Business Owners on Small Business Saturday

Strengthening Communities

Each year, nestled between Black Friday and Cyber Monday, lies a unique shopping holiday that celebrates and supports the backbone of our communities: Small Business Saturday. This annual event encourages shoppers to prioritize small businesses in their holiday shopping, reminding us of the critical role they play in enriching our lives, creating local jobs, and preserving the character of our neighborhoods. From charming local boutiques to cozy cafes and service providers, small businesses offer more than just goods—they foster community connections, reflect our shared values, and fuel economic vitality.

What Is Small Business Saturday?

Small Business Saturday was launched by American Express in 2010 as a way to encourage holiday shoppers to “Shop Small” and focus on local businesses instead of large retailers. Celebrated on the Saturday after Thanksgiving, this day is now a nationwide movement embraced by small business owners, local governments, chambers of commerce, and shoppers who understand the value of buying local. Since its inception, Small Business Saturday has become a powerful reminder of the economic and social value small businesses bring to our communities.

On this day, the idea is simple: support local businesses by choosing to shop with them. Whether it’s a handcrafted item, a boutique service, or a freshly baked treat, spending with small businesses contributes directly to our communities. When you buy from a local business, you’re putting money back into the local economy, with about 67 cents of every dollar staying in the area. This, in turn, supports jobs, local suppliers, and the unique character that small businesses bring to their communities.

How to Celebrate Small Business Saturday

Celebrating Small Business Saturday can be a festive and meaningful way to kick off the holiday season, support minority-owned businesses, and reduce your carbon footprint. A wonderful way to start is by simply exploring the shops in your area. Instead of heading to the big-box stores, consider visiting the family-owned café, that quaint bookstore, or the artisan’s holiday market. Many towns and cities host Small Business Saturday events, often in partnership with local chambers of commerce. These events might include pop-up shops, special promotions, or festive gatherings, where you can meet local business owners. Learn about their products, and support your community all in one go.

If you’re someone who likes to share great finds, social media is another effective way to participate. When you post about a new favorite small business or share a positive experience, it helps give that business a broader reach. Your recommendation might encourage friends or followers to check out that local shop or restaurant, amplifying the effect of your support. Platforms like Instagram and Facebook offer an easy way to connect with your community and build awareness. Explore hashtags like: #ShopSmall and #SmallBusinessSaturday

Consider Gift Cards

For those who want to give back but are unsure about specific purchases, many small businesses offer gift cards. These provide them with revenue upfront and give you—or someone you love—the flexibility to shop later. Gift cards can also be an ideal choice if you want to support local service providers, such as hair salons or fitness studios.
Another way to celebrate is by checking out small business marketplaces online. Websites like Etsy and Shopify’s Shopapp showcase a range of products made by independent creators from all over the world. These platforms make it easy to find small businesses selling everything from hand-crafted goods to custom-made jewelry and artwork, perfect for unique holiday gifts.

Why Small Business Saturday Matters

Small Business Saturday goes beyond simply stimulating the economy; it’s about strengthening communities, preserving local culture, and recognizing the hardworking entrepreneurs who fuel their neighborhoods. Small businesses create jobs, offer specialized products, and make local areas more vibrant and dynamic. Every purchase on Small Business Saturday represents a direct investment in your own community’s well-being and sustainability.

When you support small businesses, you’re also helping to preserve the identity of your community. Independent businesses are often rooted in tradition and creativity, providing distinctive products that are hard to find anywhere else. They contribute to the aesthetic, culture, and charm of your neighborhood, making it a place people want to live, visit, and explore. Whether it’s the neighborhood bakery that serves as a weekend gathering spot or a boutique that carries handmade items from local artisans, these businesses bring unique character and life to our surroundings.

On top of that, small businesses often reinvest in their communities in ways that go beyond economics. Many local business owners live in the communities they serve and are passionate about giving back. They support local causes, sponsor community events, and donate to charitable organizations, all of which help create a strong community fabric. So, when you shop with small businesses, you’re indirectly contributing to these initiatives and helping to foster a sense of belonging and community pride.

Small businesses also play an essential role in promoting sustainable shopping practices. Many prioritize eco-friendly products, ethical sourcing, and sustainable business models. By choosing to support these types of businesses, you’re not only shopping local but also supporting a movement toward more responsible consumer habits. This allows you to align your spending with your values, contributing to positive social and environmental change on a local level.

The Impact of Your Support on Small Businesses

Every dollar you spend at a small business has a ripple effect, benefiting the business owner, their employees, and even other local suppliers. Small businesses rely on the support of their communities to thrive, and your purchases help them compete against larger corporations and e-commerce giants. As you shop, consider that each purchase helps a small business keep its doors open, pay its staff, and continue offering the high-quality, personalized service that big-box stores often lack.

Your support doesn’t have to end with a purchase, either. One of the most impactful things you can do is to leave a positive review. Small businesses rely heavily on word-of-mouth and online reviews to attract new customers. By taking a few minutes to share your experience on platforms like Google or Yelp, you’re giving them credibility and helping them stand out. This can be particularly valuable for businesses that may not have the same marketing resources as larger competitors.

Small Business Saturday is a powerful reminder that each of us has the ability to make a difference in our communities. By consciously choosing to shop small, you’re investing in local dreams, preserving unique neighborhood cultures, and helping build a strong, vibrant local economy. This holiday season, let’s make a difference by supporting the small businesses that make our communities feel like home.

For more ways to find small businesses and support local shops, check out these resources:

• Etsy: An online marketplace where independent sellers offer handcrafted, unique products.
• Shopify’s Shop app: A platform showcasing small businesses, allowing you to shop and discover local brands.
• National Retail Federation’s Small Business Directory: Connects you with small businesses across the U.S.
• American Express’s Shop Small Map: An interactive tool to help you find small businesses in your area.

Supporting small businesses isn’t just about shopping; it’s about creating a legacy of resilience, connection, and community pride. Let’s make this Small Business Saturday a celebration of the people, dreams, and passions that make our neighborhoods vibrant places to live and visit.

In this Together,

The Every Woman is Worthy Team