Thank Small Business by Shopping Small Business

By at 22 November, 2023, 10:54 am

November 25 is Small Business Saturday: Support Main Street…In-Store and Online!

By Karen Kerrigan –

It’s been a challenging year for many small businesses. Inflation and economic uncertainty continue to bear down on the outlook of business owners…and their bottom lines. In the latest SMALL BUSINESS CHECKUP SURVEY (Q3 2023) conducted by the Small Business & Entrepreneurship Council (SBE Council), 52% of small business owners report that sales and revenue have not kept pace with inflation, 35% report decreased sales, and 42% report decreased profitability for the year. The holiday shopping season will be a critical one for many small retailers, therefore we are reminding shoppers to please “Shop Small” on this big shopping weekend, especially on Small Business Saturday.

SBE Council has been a founding partner of Small Business Saturday from the very beginning, and we are thrilled that the initiative continues to this day! November 25 is the 14th annual Small Business Saturday, which has generated not only big sales for small businesses but year-round awareness of the importance of shopping local and with small businesses. Small businesses power the U.S. economy, vibrant competition, and innovation. Initiatives such as Small Business Saturday are not only important to business vitality but help to strengthen the spirit of American entrepreneurship.

Moreover, by supporting small businesses, shoppers and customers are supporting the health of their local communities. American Express estimates that for every one dollar spent at a small business, $0.67 cents remains in the local community.

Support Small Business!

What can you do to support small business on Small Business Saturday and throughout the Holiday Season? It’s easy.

You can take a stroll along Main Street, of course. The key is to be intentional about Shopping Small – whether in a physical store, or online – and work to identify a small business that has your gift item in stock.

Look for email messages with special offers from your favorite small business, do a Google or Bing search of local businesses that may offer the gift or goods you may be searching for, research what your local town government or chamber are doing to support small businesses (do they have a listing of participants, which may include “special deals” and events?), follow your favorite small businesses on social media to check out their deals and discounts (please “like” them, or leave a positive review!), and check out the American Express listing of small businesses that have registered on the official Small Business Saturday website.

(For small business owners who think it’s too late to benefit from Small Business Saturday, think again! Constant Contact has some solid tips here.)

In-Store and Online

According to SBE Council surveys, small businesses are benefitting from both in-store and online sales. That is, they are using various channels to connect with customers, as their sales are being driven across these channels. So remember, visit their websites or Facebook or Instagram pages to purchase products or goods. These platforms are the most widely used by small businesses, and many use the tools provided by the platforms to generate sales, make service appointments, or for ordering food.

Shopping Small on Amazon

Amazon drives significant sales for hundreds of thousands of small businesses – more than 60% of sales on Amazon are made by small sellers. Small Business Saturday – or the entire holiday season – is the perfect time to buy from a small business on Amazon, and the marketplace makes it easy to do so. Shoppers can:

● Bookmark the small business deals page, and checking back regularly (

● Peruse the Small Business Gift Guide (Small Business Gift Guide 2023 | Gift Finder)

● Explore the “Support Small” page (

● Use the new Small Business Search filter, which just launched this holiday season

● Look for the Small Business badge

It’s Easy to Shop Small

The collective encouragement and tools to “Shop Small” on November 25 and beyond is a testament to the love and appreciation citizens have for America’s small businesses. We encourage shoppers to show that love and appreciation big time this holiday season!

Happy Thanksgiving! See you on Main Street!

Karen Kerrigan is president & CEO of the Small Business & Entrepreneurship Council


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