Small Business Saturday – Annually Celebrating Small Business

America is a nation of holidays and celebrations. It surprises many to know that there are hundreds of “special” days to celebrate just about everything in this country.


These are just a few of the things celebrated on one single day, November 1st.

It is great to celebrate the things we like to do, eat, or enjoy. From a day for authors to National Vinegar Day and National Calzone Day, we love to celebrate, and almost any excuse will do.

It is fitting that a crucial part of the American economy and a job engine get its day as well. According to the U.S. Census Bureau, small businesses comprisei:

  • 99.7 percent of U.S. employer firms,
  • 64 percent of net new private-sector jobs,
  • 49.2 percent of private-sector employment,
  • 42.9 percent of private-sector payroll, 46 percent of private-sector output,
  • 43 percent of high-tech employment,
  • 98 percent of firms exporting goods, and
  • 33 percent of exporting value.

What is Small Business Saturday?

Small Business Saturday is an annual holiday that celebrates the small business, its importance to our economy, and encourages consumers to shop locally. It is even more important to focus on the local small business when the Internet and mega-vendors are carving out an ever larger niche of goods and services businessii.

Small Business Saturday falls on the Saturday after Thanksgiving, one day after Black Friday and two days before Cyber Monday. This day is strategically chosen because that weekend marks the unofficial start of the holiday shopping season. In 2021, Small Business Saturday falls on November 27th.

Participating in Small Business Saturday

There is no official national registration for participation in Small Business Saturday events or promotions. Much of it is locally coordinated, and you can do your own promotion and customer focused events or sales. Some ways that small businesses around the country participate include:

  • Local Organizations – Check with the local Chamber of Commerce and other local small business organizations to see what events they may have planned for the day. If they do, join in, and take advantage of the exposure gained with multiple businesses participating.
  • Host Your Own Event – If organizations are not doing something of interest to you, take matters into your own hands and talk to other business owners, particularly those whose businesses complement yours. Work with these businesses to have each offer something special to consumers, working toward a type of organized event with cooperative marketing.
  • Flyers and Posters – Place flyers and posters everywhere allowed, especially in the participating local businesses. You can get some free help with this from American Express free resources and marketing materials.
  • Social Media Promotion – You cannot overlook the value of promotion via social media, especially for local business. When local consumers share your social media information, it leverages your promotional power.
  • Leverage your Lists – If you have email campaign lists, send out a short series of emails with details about the events leading up to the days before to spark interest.

In short, use every marketing and promotional tool you have, cooperate with other local businesses, and get the word out for a successful Small Business Saturday.

i SBA Office of Advocacy – SBA.gov

ii Small Business Saturday 2021: The Ultimate Guide for Small Business Owners – Fundera.com

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