Support your local retailers and discover a few new ones this year with our shopping guide.
This Small Business Saturday, take a stroll (read: browse) off the beaten path and consider shopping from more local retailers.
I personally love shopping local during the holiday season—not only because I get introduced to a bevy of unique products, but also because I get the opportunity to support smaller artisans and business owners across categories like beauty, fashion and home.
Today, November 29, many small businesses across the country are offering special sales to encourage customers to shop local and support their community and thriving brands. Ahead, I rounded up the best Small Business Saturday deals for 2025 from up-and-coming labels—including storefronts from small brands you can support on Amazon. Read on to shop my favorites:
Small Business Saturday online shopping recommendations
Beauty brands
- Alleyoop: Made to go with you, Alleyoop offers travel-friendly makeup solutions that’ll streamline your beauty routine for good. Enjoy 30% off sitewide this weekend.
- Wildfleur: This beauty brand is transforming the skincare landscape, with products that infuse bioactives from flowers to enhance more traditional ingredients—like vitamin C.
- Touchland: Take 30% off Touchland’s most famous sensorial products, including hand sanitizers and misting sprays.
Wildfleur Marigold Brightening Serum
This label gives a whole new meaning to “natural” beauty, with infused bioactives that create one-of-a-kind skincare solutions.
Thrive Causemetics Brilliant Eye Brightener
Conceal pesky eye bags (and late nights) with these brightening eyeshadow sticks from Thrive Causemetics—one of today’s most beloved small beauty brands.
Fashion brands
- HeyDude: Casual comfort is the name of the game at HeyDude, a specialty shoe brand known for its slip-on styles. Find your new favorite pair and save 25% off almost everything.
- Catbird: The jewelry brand beloved by New Yorkers, Catbird is Brooklyn-born and a trusted haven for sourcing delicate, ethically-made pieces for all styles and budgets.
- Cuyana: Love minimalist fashion? Don’t miss out on the timeless, leather bags from Cuyana—which have been donned by A-list celebrities like Meghan Markle, Reese Witherspoon and more.
Softies DreamPlush Double Zip Jacket
Ring in cozy season with a plush jacket that’s equal parts stylish and functional; plus, it’s 50% off for a very limited time.
Nisolo Go-To Lug Chelsea Boot 2.0
Rain or shine, you can step outside your home in comfort and style with these made-to-last Nisolo boots.
Modern Picnic Large Luncher
Is it a chic handbag? A hefty lunch tote? This everyday accessory is a little bit of both; score it on sale at Modern Picnic this weekend.
Home brands
- Thermoworks: A leader in professional-grade meat thermometers, Thermoworks is home to tons of cool kitchen gadgets. Shop best-sellers on sale, plus get 15% off sitewide.
- The Citizenry: This thoughtful home decor brand doubles as a one-stop shop for consumers to discover handcrafted furniture and decor from artisans around the world. Take 25% off sitewide.
- Otherland: Explore unique fragrances and scents via Otherland’s expansive candle inventory, and save 20% on single wick scented candles—only for a limited time.
Rough Linen Small Linen Napkin
‘Tis the hosting season! Get ready for your next soiree or dinner and stock up on these high-quality linen napkins.
Maison Flaneur Hand Painted Tea Kettle
Infuse a more thoughtful touch into your home with this hand-painted tea kettle that’s one of many unique home finds from Maison Flaneur.
Lola Blankets Antique Ivory Throw
Snuggle up with the celeb-loved blanket that’s taken the internet (and world) by storm. It’s perfect for cozy season and available in a variety of colors.
Absolutely—many small businesses have storefronts on Amazon, where shoppers can browse products from a variety of different retailers. This Small Business Saturday, see which Amazon storefronts our editors are eyeing products from:
- Nopalera: This Latina-owned brand offers lifestyle products and fragrances that are designed to transport and transform—from beauty bags to bath treats.
- Fly by Jing: Inspired by the flavors of Chengdu, China, this premium food company is a haven for discovering one-of-a-kind pantry staples, including Sichuan-style condiments and noodles.
- The Woobles: Designed with all age and experience levels in mind, The Woobles is a beginner-friendly crochet brand that’s home to hundreds of adorable crochet kits, patterns and DIY projects.
- Chillhouse: With Chillhouse, you can achieve a salon-like manicure at home, while choosing from a wide variety of reusable, press-on nail kits.
Illiyoon Ceramide Ato Concentrate Cream
I use this K-Beauty cream every single night before bed; it’s a savior product for those struggling with dry skin woes.
Baleaf Fleece Lined Leggings
Perfect for brisk winter temperature, these flattering leggings boast a fleece lining for extra warmth.
Babish Round Enamel Cast Iron Dutch Oven
Cook up your favorite stews, soups and roasts in this cast iron Dutch oven that rivals options from other high-end brands with its durable design.
Shop more small businesses on Amazon
When is Small Business Saturday 2025?
Small Business Saturday always falls on the first Saturday after Thanksgiving; this year, it lands on Saturday, November 29.
How did Small Business Saturday start?
Small Business Saturday was established by American Express in 2010 and plays a crucial role in promoting the shopping season for small, thriving businesses. As consumers eagerly anticipate holiday deals and promotions, such as those seen on Black Friday 2025, Small Business Saturday offers a unique opportunity to highlight local community-driven shops.
USA TODAY Shopping will be covering all the best Black Friday and Cyber Monday deals, so be sure to sign up for text alerts, check us out on Flipboard, follow us on TikTok, sign up for our newsletter and follow us on Instagram to stay updated!
