Small Business Saturday — the Saturday after Thanksgiving — encourages shoppers to prioritize small, independent businesses when making holiday purchases. This year 67 million shoppers are expected to turn out on Saturday, Nov. 29, according to the latest survey from NRF and Prosper Insights & Analytics. Of these, 80% say they are considering shopping specifically to support local businesses and Small Business Saturday. And small retailers across the country are gearing up to bring holiday joy to their communities and customers.
Small businesses power our neighborhoods and drive the U.S. economy. In fact, most retailers (98%) are small businesses. Supporting them isn’t just about finding great gifts. It’s about investing in the heart of local economies.
In preparation for Small Business Saturday, here are three ways to support small retail businesses this holiday season.
Shop local in-store or online
Supporting small, independent stores isn’t only for the holiday season — it can be a way to strengthen communities all year long.
“Shopping small independent businesses means so much the whole year through, especially during the holidays,” says Ann Cantrell, owner of Annie’s Blue Ribbon General Store in Brooklyn, N.Y. Her modern general store takes great care to find unique and special gifts to bring holiday joy to customers. “My team is committed to making sure customers are getting the best gift ideas for their friends and family,” she says
For businesses like REED Leather, a Detroit-based ecommerce brand, every purchase makes a big impact. “Shopping local — whether in person or online — keeps dollars circulating in our communities and helps small businesses like ours continue to innovate, hire and grow,” says owner Nati Mazor. “Every purchase directly fuels American craftsmanship and entrepreneurship.”
Spread the word
“Spreading the word is one of the most powerful ways to support small businesses,” says Angela Hawkins, owner of online bamboo bedding company Bamblu, based in Atlanta. “Every time you gift a product or share a brand you love, you’re introducing your circle to a business that pours their heart and hustle into what they do,” she says.
Jennifer Luna, owner of Paper Luxe in Tacoma, Wash., agrees. “Word of mouth is the absolute best way to support your favored small business!” she says. Luna suggests customers recommend a small business to friends and family and even consider sharing a social media post in support of their favorite small business.
“Sharing a social media post is one of the most effective, free and meaningful ways to support us,” she says.
Buy gift cards for future use
Another great way to support small businesses is to purchase a gift card for family and friends on holiday shopping lists. This is a great option for picky gift recipients or shoppers who are pressed for time when shopping.
“Gift cards give my small business a boost during the busy season and let your loved ones pick out something special later.”
“Gift cards give my small business a boost during the busy season and let your loved ones pick out something special later,” says Sarah Wells, owner of Sarah Wells Bags, a handbag company for nursing moms. “It’s a win for everyone, including those of us who remember gifts at the eleventh hour!”
Megan LaMothe, owner of Foray Golf in New York City, says, “Nothing helps a small business more than a gift card. It’s a tangible vote of support that you care about our brand and want to share it with others.”
Support means more this holiday season
Supporting small businesses means even more this year amidst challenges like tariff uncertainty and rising costs. “Small businesses like mine have taken real financial risks this season — paying extra taxes (tariffs) — to bring you the holiday products you love,” says Jared Hendricks, owner of Village Lighting Company in Utah.
Small Retail Business Hub
Visit NRF’s hub for quick insights and practical tools tailored for small businesses.
Hendricks faced skyrocketing tariff bills after reciprocal tariff hikes were announced in April, threatening not only his company’s profits but also its future. “It would mean the world to us if you took a moment to seek out and support the unique small U.S. businesses in your community and online,” he says.
Xan Hood, owner of Buffalo Jackson Trading Co., a leather apparel company in North Carolina, echoes that sentiment. “Tariffs and rising costs have weighed heavily on everyone, including small businesses this year, and your support — both in words and in where you choose to shop — means more than you know.”
Visit NRF’s Small Retail Business Hub for more information and resources for small businesses.
