At MP Consulting, small businesses aren’t just our clients. They’re the reason we exist. We started as a one-woman operation, and our team works every day with optometry practices, restaurants, real estate agents, builders, designers and local shops. So when Small Business Saturday comes around each year, it feels a little like our holiday too.
This year, Small Business Saturday 2026 falls on Saturday, November 28, two days after Thanksgiving and right between Black Friday and Cyber Monday. It’s one of the biggest days of the year to remind your community why buying local matters. With a little planning, it can also be one of your best sales days of the season.
What is Small Business Saturday? Small Business Saturday is an annual shopping day, held the Saturday after Thanksgiving, that encourages people to shop at independent and local businesses. American Express started it in 2010. In 2026, it falls on Saturday, November 28.
Below, we want to celebrate the small businesses that make our communities special. We’ll also share the practical side: what you should be promoting, and how to get your marketing ready before the weekend arrives.
Key Takeaways & Quick Summary
- The date: Small Business Saturday 2026 is Saturday, November 28. It sits between Black Friday (November 27) and Cyber Monday (November 30).
- Shoppers are ready: In American Express’s 2025 Shop Small Impact Study, 86% of consumers said they were likely to shop small during the holiday season.
- The stakes are real: Small business owners in the same study said they expect nearly 20% of their annual revenue to come from Small Business Saturday sales alone.
- What to promote: Focus on gift cards, limited-time offers, bundles, loyalty perks, in-store experiences and the story behind your business.
- Start early: Teasing your offer on social media, email and Google Business Profile 1–2 weeks ahead brings in more of the shoppers who plan their day in advance.
Why Small Business Saturday Matters More Than Ever
Small Business Saturday began in 2010 as a way to bring holiday shoppers back to Main Street. It has since grown into a nationwide movement. According to U.S. Small Business Administration data, nearly 63 million Americans shopped in person at small businesses on Small Business Saturday 2025, up 2.6% from the year before.
Those numbers stand for real people walking into a local coffee shop, a family-owned boutique or a neighborhood optical store. They chose local on purpose.
For us, that choice is worth celebrating. Small businesses sponsor the Little League teams, know their customers by name, and turn a street into a neighborhood. To every owner who has restocked shelves late at night, run their own social media between appointments, or taken the leap to bet on themselves: we see you, and we’re proud to be in your corner.
What Small Businesses Should Promote on Small Business Saturday
Celebrating is the fun part. Here’s how to make sure the day pays off.
1. Gift Cards (With a Bonus)
Gift cards are the best tool for Small Business Saturday because they work for every type of business, from restaurants and salons to eye care practices and service providers. They bring in revenue now and bring customers back in January, when traffic usually slows.
Try this: “Buy a $100 gift card, get a $20 bonus card.” Make the bonus card valid after the holidays so it brings in a second visit.
2. Limited-Time Offers That Feel Exclusive
Shoppers on Small Business Saturday are looking for a reason to choose you today. A Saturday-only offer gives them one, as long as it’s clear and simple. Think a percentage off a featured product line, a free add-on with purchase, or a special price on a popular service.
Tip: Keep the offer easy to explain in one sentence. If it needs an asterisk and a paragraph, simplify it.
3. Bundles and Holiday Gift Sets
Bundles take the guesswork out of gift shopping and raise your average sale. A boutique might pair a candle, a mug and a local treat. A restaurant might bundle a gift card with branded merchandise. An optometry practice might package a premium sunglasses purchase with a lens cleaning kit.
4. Your Story and Your People
Your biggest advantage over big-box retailers isn’t price. It’s personality. Small Business Saturday is the perfect moment to share why you started, introduce your team, or show what goes on behind the scenes. People shop small because they want to support people, so let them meet yours.
Content ideas: A short founder video, “meet the team” posts, a throwback to your opening day, or a thank-you message to your longtime customers. Our guide to planning a content shoot can help you capture it.
5. In-Store Experiences
Give people a reason to come in, not just a reason to buy. Complimentary coffee or cocoa, a holiday photo spot, live music, a local artist pop-up, or free gift wrapping all turn a quick errand into a memory. They also encourage customers to post about you on social media.
6. Loyalty Perks and Next-Visit Incentives
Small Business Saturday brings in new faces, so plan how you’ll see them again. Give a “come back in January” coupon with every purchase, invite shoppers to join your email list or loyalty program, or offer double points for the day. Growth comes from turning one-day shoppers into regulars.
7. Neighborhood Collaborations
Partner with businesses near you. Try a shared shopping passport, a joint giveaway, or cross-promotion on social media. When small businesses promote each other, everyone’s audience grows. It also shows the community spirit that Small Business Saturday is all about.
How to Prepare Your Marketing for Small Business Saturday
Even the best offer won’t work if nobody hears about it. Here’s a simple plan for the next few weeks. For the bigger picture, see our Q4 marketing checklist for small businesses.
Two Weeks Out: Build Awareness
- Update your Google Business Profile. Confirm your holiday hours, add photos and publish a post about your Small Business Saturday offer. This is often the first thing local shoppers see.
- Tease your offer on social media. Use countdown posts, sneak peeks of products and behind-the-scenes prep content.
- Order free Shop Small materials. American Express offers free Shop Small signage for eligible businesses’ storefronts, websites and social channels.
The Week Of: Remind and Reinforce
- Send an email or text to your customer list with the offer, your hours and your location.
- Post consistently across your channels, and use Stories for quick daily reminders.
- Partner with local creators. In the 2025 American Express study, 82% of small business owners said they’d seen sales spike when content creators posted about them. A visit from one local foodie or lifestyle creator can go a long way.
On the Day: Show Up Live
- Post in real time. Share the crowd, the new arrivals and your team in action.
- Reshare customer posts and tag partner businesses.
- Capture photos and video you can reuse for months.
After the Weekend: Say Thank You
- Thank your customers publicly on social media and in a follow-up email.
- Follow up with new customers using the next-visit offer you prepared.
- Look at what worked so next year’s plan is even stronger.
Small Business Saturday FAQs
When is Small Business Saturday 2026?
Small Business Saturday 2026 is Saturday, November 28, 2026. It always falls on the Saturday after Thanksgiving, between Black Friday and Cyber Monday.
What should a small business promote on Small Business Saturday?
The most effective things to promote are gift cards (especially with a bonus card), a simple Saturday-only offer, holiday bundles or gift sets, an in-store experience, and a loyalty or next-visit perk. Pair any offer with the story behind your business, since that’s what sets you apart from big-box retailers.
How far in advance should I promote my Small Business Saturday offer?
Start one to two weeks ahead. Update your Google Business Profile and holiday hours first, then tease your offer on social media and email, and send a final reminder the week of.
Can service-based businesses take part in Small Business Saturday?
Yes. Optometry practices, salons, fitness studios, contractors and other service businesses can sell gift cards, prepaid packages, add-on services or consultations. Gift cards are especially useful because they bring customers back after the holidays.
Does Small Business Saturday only count in-person shopping?
No. Shoppers can support small businesses in person or online. American Express’s 2025 study found 86% of consumers were likely to shop small “in person or online,” so make sure your website, online store and gift card checkout are ready too.
Our Small Business Saturday Promise
Small businesses are the foundation of everything we do at MP Consulting. This Small Business Saturday, we’ll be shopping small ourselves, sharing our favorite local spots, and cheering on the clients and neighbors who make our communities thrive.
And if you’re a small business owner thinking, “I know I should be doing all of this, but when?”, that’s exactly what we’re here for. From social media management to SEO and holiday campaign planning, our team helps established small businesses show up consistently and grow the right way.
Want help making this holiday season your strongest yet? Get in touch with MP Consulting to see how we can support your small business on Small Business Saturday and beyond.
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