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Shopping tips for Small Business Saturday

After hitting the Black Friday sales, BBB encourages consumers to check out the small, local, and independent businesses participating in Small Business Saturday.

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Shopping locally, benefits your local economy and has a positive impact on your community at large.

Created in 2010 by American Express, Small Business Saturday—the day after Black Friday—is a perfect time to stop in or shop online to support your local independent business retailers. You can often find unique and personalized gifts that have the personal touch of a local business.

In 2025, about 62.7 million people shopped in stores on the Saturday after Thanksgiving, according to the National Retail Federation.

BBB offers the following tips to “Shop Small” on Small Business Saturday:

  • Get involved. Many communities host special events to celebrate and support the businesses that make your hometown unique. Find out what local events are happening in your area on the Small Business Saturday website or visit your local chamber of commerce or merchants’ association.

  • Sign up for email alerts. Save a few dollars on your holiday budget by signing up for Small Business Saturday email specials offered by the merchants in your area. Remember, you’ll probably get additional deals throughout the year, not just during the holidays.

  • Research the shops nearest to you. Read reviews online, such as those on BBB.org (where you can also identify which ones are trusted, BBB Accredited Businesses). Learn what shops are officially participating in the American Express Small Business Saturday by going to ShopSmall.org.

  • Connect with businesses on social media. Many small businesses will advertise their sales via social media. You can use #ShopSmall to search for information and share activities.

  • Invite your friends and family. Turn this shopping event into a “friends and family” extravaganza! Visit your favorite local stores or explore a new one. Take time to get to know the business owners and local community officials, and get a head start on the holidays while enjoying time with loved ones.

  • Don’t just shop small; eat small! Many people think shopping at local retail stores is the only way to participate. However, small, independently owned restaurants, bakeries, and coffee shops would love to invite new customers while they’re out and about. Find restaurants near you.

  • Share your experience. Take a selfie at your favorite small business. Share it on social media to tell the world you’re a big fan of small businesses. Leave a review on BBB.org. Remember, these shops are open all year as well!

  • Look for the BBB Seal. It's the Sign of a Better Business. Shop confidently on Small Business Saturday by choosing businesses prioritizing trust and ethics in the marketplace. Shop with confidence and peace of mind this holiday season, avoid scams, and make smart purchasing decisions.

How to find local business online

Many local businesses might exist only online. How do you find them?

Explore local business locations and directories

  • Consider pickup or delivery options
  • Check your chamber of commerce
Learn more about Shop Small

for more information