Small Business Saturday Trends and Tips

Small Business Saturday first began on November 27, 2010 and was launched by American Express, a BBB Accredited Business. The goal was to encourage shoppers to support small, local businesses. Each year the message and movement has increased. Better Business Bureau is pleased to support Small Business Saturday for the sixth year and urges consumers to support small businesses in their community. 


  1. Stay local: Check the Small Business Saturday website for a list of shops in your area that are participating.
  2. Friends and family: Supporting local businesses can be turned in to a great event shared with friends and family. Many communities will hold fun events on Saturday, November 25 in honor of Small Business Saturday. To see a list of 2015’s neighborhood champions, visit
  3. For more tips, click here.



Number of Small Businesses: There are 23 million small businesses in the country.

Overall Sales: An estimated 112 million consumers reported shopping at small businesses on Small Business Saturday, marking a 13 percent increase from 2015.

Engaging Others: 81 percent reported encouraging friends and family to shop or dine small as well.

Local Support: Among those who shopped on the day, 32% reported attending a community event.

Social Media: November through the 26th, there were nearly 250,000 social media posts combined on Facebook, Instagram and Twitter using #ShopSmall, #SmallBizSat and/or #DineSmall.

Awareness: 72 percent of U.S. consumers now know about Small Business Saturday.


Small Business Saturday Tip

American Express Participating Small Businesses