Small Business Saturday History

Small Business Saturday serves to support and promote small and local businesses. Small businesses are an important part of the American economy, providing 64% of all new jobs and accounting for 54% of all US sales.

Small Business Saturday was created by the American Express Corporation. Small Business Saturday was first held on November 27, 2010 with help from American Express' advertising campaigns to support the day. The following year, in 2011, political figures such as President Obama, voiced their support for Small Business Saturday. Since then, Small Business Saturday has been observed annually on the Saturday after Thanksgiving.

Top 4 Facts for Small Business Saturday in 2026

• According to the forbes.com, most small businesses in 2024 were owned by baby boomers (40%) and gen X (47%).
• According to American Express and NFIB, 55 percent of Americans are now aware of Small Business Saturday, with 83 percent of them saying it inspires them to shop at small businesses year round.
• As a former small business owner, I recognize both the important role small businesses play in our economy and the broad universe of challenges that small business owners face in trying to make ends meet. - Sue Kelly, US. Congresswoman
• I'm a big fan of small business ownership. I think it's the backbone of American innovation. But to be successful, you first have to have the courage to go for it. - Bill Rancic, American Entrepreneur

In the News and Trending for Small Business Saturday

Top things to do for Small Business Saturday

• Do your daily or holiday shopping a local or small business to support your community.
• Watch a movie about entrepreneurship and general business. Building a business from an idea, into a small business and perhaps into something larger is difficult. Our recommendations: The Wolf of Wallstreet , The Pursuit of Happiness, Jerry Maguire, The Social Network and You've Got Mail
• Participate in Small Business Saturday as a business owner or encourage those you know who own small business to participate. American Express provides material online to further assist small businesses with business promotion for the day.
• Take a look on Groupon for some local deals. Groupon always offers deals to small local businesses.
• Contribute to a local cause and donate to a small non-profit organization within your community. Many of these organizations organize activities for local children or help those in your community who are most in need.