By Jonathan Baker What’s your favorite Thanksgiving tradition? Watching the Macy’s Thanksgiving Day Parade, hosting a big gathering, or keeping things low-key? Whatever your answer, the spirit of the holiday is gratitude. For the last 15 years, that gratitude has extended into the last Saturday of November: Small Business Saturday®. Goodwill and Growth: The Rise of Small Business Saturday Launched by American Express® in 2010 to help local businesses recover from the Great Recession, Small Business Saturday has grown in both recognition and impact. Shoppers appreciate the character and uniqueness that independent shops, restaurants, and service providers bring to their communities. Since 2010, consumers have spent over $223 billion on this special day. But this year brings new challenges, and local business owners should take note. Small Business Saturday 2025: A More Cautious Consumer In the current economy, inflation and tariffs remain top-of-mind for many shoppers. According to the U.S. Chamber of Commerce, 70 percent of consumers expect holiday prices to rise, making them more likely to compare prices and seek out deals. This environment affects businesses of all sizes—from national retailers to independent storefronts—and requires small businesses to adjust their approach. Strategies for Small Businesses As the USCC suggests, local businesses should lean into what makes them unique. Here are ways to attract and resonate with shoppers on Small Business Saturday: Offer Value Without the HypeUnlike big-box Black Friday promotions, Small Business Saturday shoppers aren’t looking for theatrics. Present a clear range of price points in a calm, friendly way. Highlight What’s ExclusivePromote your locally sourced, handcrafted, or one-of-a-kind items—products that simply can’t be found at major retailers. Create a Memorable ExperienceConsider making your store feel extra festive with holiday music, creative displays, or even a visit from Santa. Savvy shoppers are not just seeking the best prices, but a warm, enjoyable atmosphere as well. Celebrate Your CustomersIn a tight economy, a thoughtful in-store experience goes a long way. Customers remember how a business made them feel—and that memory can bring them back long after Small Business Saturday ends. Preparing for Small Business Saturday If you’re participating this year, be sure to download the free promotional materials from American Express®, including social media assets and digital logos. These tools help signal to your community that your business is part of the celebration on November 29th. Small Business Saturday has become a meaningful Thanksgiving-weekend tradition for both merchants and shoppers. With the right approach, it can also be a powerful opportunity for local businesses to shine—even in a challenging economy. Happy Thanksgiving from EGC Group—and best wishes for a successful Small Business Saturday!
