Americans Unite to Support Local Businesses Amid Economic Challenges

Washington, D.C. – Today (November 29, 2025), the United States celebrates "Small Business Saturday," now in its 16th year. Held on the first Saturday after Thanksgiving, this event encourages consumers to support and shop at small businesses in their own communities—the lifeblood of local economies.

Small Business Saturday was launched in 2010 by American Express during the country's recovery from the Great Recession, aiming to boost spending at small retailers and service businesses that had been hit hard. It has since become an essential tradition in the year-end shopping season, alongside Black Friday and Cyber Monday.

This year, Small Business Saturday holds special significance as many small businesses continue to face challenges from prolonged inflation, rising material costs, and fierce competition from major online retailers. Consumer support today isn't just about buying gifts—it's an investment in the survival and prosperity of communities.

An independent bookstore owner in Denver, Colorado shared: "This is one of the most important days of the year for us. It's not just about sales—it's a day when we connect with our regular customers and meet new ones who come specifically to support us."

Meanwhile, many consumers have expressed their commitment to participating. One family in Austin, Texas plans to purchase all their Christmas gifts from local shops. "We want our money to stay in the community, and products from small shops often have unique character and stories you can't find anywhere else," they explained.

The U.S. Small Business Administration (SBA) and trade organizations across the country have been actively promoting this campaign by creating maps of participating businesses and offering special promotions through social media under the hashtags #ShopSmall and #SmallBusinessSaturday to raise widespread awareness.

Despite ongoing economic uncertainty, the spirit of Small Business Saturday remains strong—a reminder that individual consumer choices can have a tremendous impact on small businesses, which form a vital foundation of the American economy.