Quick Answer: November 29th, 2025. Shoppers are expected to spend $22 billion on Small Business Saturday this year. The specific date fluctuates every year, but it’s always the Saturday at the end of November, right after Thanksgiving.
Here's what matters: Shoppers actively choose small businesses during the holiday weekend, and that surge in attention can be a major revenue boost. As a small business owner, it’s your chance to stand out while larger operators stay focused on Black Friday crowds. It’s a prime opportunity to turn first-time visitors into repeat customers before the Christmas shopping season begins.
Why Was Small Business Saturday Created?
Small Business Saturday has roots in a very specific moment in holiday shopping history, and understanding that context shows why it remains so valuable today.
In 2010, American Express launched Small Business Saturday to level the playing field during holiday shopping. Historically, chain stores dominated Black Friday, while online retailers claimed Cyber Monday. Small business owners were left getting squeezed out of the year's most profitable weekend, so enter Small Business Saturday.
The initiative delivers powerful advantages:
- Professional marketing resources: Free posters, graphics, and social media templates through the official Shop Small site.
- Wider visibility: Customers are encouraged to explore and support local businesses in their community.
- Federal backing: The U.S. Small Business Administration supports the initiative and provides additional resources.
- National awareness: Community groups and partner organizations promote the Shop Small movement nationwide.
Participating businesses often see stronger-than-usual Saturday sales when they combine strategic promotions with community partnerships.
How Can You Capitalize on Small Business Saturday?
Making the most of Small Business Saturday isn’t complicated, but it does require a bit of strategy and early preparation.
You need a few things working together to make the most of the SBS rush:
- Time-sensitive offers: Think “first 20 customers get 25% off” or other limited-time deals.
- Community partnerships: Team up with nearby businesses to create a simple “Shop Small Passport” program that brings customers from store to store.
- Strategic social media: Start posting 2–3 weeks early and use #ShopSmall to build momentum.
- Interactive experiences: Host a product demo, tasting, or live music to keep shoppers engaged.
Start planning at least 2–3 weeks before—your promotional materials and messaging need time to reach customers and build excitement.
What Free Small Business Saturday Marketing Materials Are Available?
Before spending any money on design, it’s worth knowing how many high-quality free resources are already available to you.
- American Express offers free, professional-grade graphics, social posts, posters, and email templates you can customize to match your business.
- You’ll also find extra tools from groups like the U.S. Chamber of Commerce, which offers printable signage and campaign ideas.
These materials help you look polished without spending money on design work—perfect for businesses that want to stand out in a crowded weekend rush on a tighter budget.
How Can You Register Your Business for Small Business Saturday?
Getting your business listed and seen is easier than most owners expect.
If you already accept American Express, you’re essentially set. You can register through your merchant account and show up on the official Shop Small map that customers use to find participating businesses.
If you don’t accept Amex, you can still join in by running your own promotions and using the free Shop Small marketing materials. There’s no formal approval process, so you can participate as long as you’re promoting your small business and getting the word out.
How Should You Prepare Your Hourly Team for the Small Business Saturday Rush?
Your team’s preparation plays a huge role in whether the day runs smoothly or becomes overwhelming.
Preparing your team to handle one of your busiest days of the year is crucial to success. You need to give them enough time to prepare and a clear structure for on-the-day operations. A solid plan helps prevent no-shows, burnout, and customer frustration.
Start scheduling two weeks ahead. Your team needs time to arrange childcare over the holiday weekend and to coordinate family commitments. Last-minute schedule changes cause no-shows exactly when you need everyone.
- Homebase offers a free timesheet tool to help you prepare early.
- Create complete shift schedules with clear roles across register coverage, customer greeting, and inventory management.
Brief everyone on promotions and popular items before the rush hits. Your hourly teams become your sales force. They need to enthusiastically explain special offers and should confidently recommend products. They also need protocols for handling sold-out inventory and longer wait times.
Once your promotions are set and your team is prepared, the right tools can help you run the day smoothly and stay fully staffed from open to close.
How Does Homebase Help You Prepare for Small Business Saturday?
A reliable toolset can make managing the rush far easier for both business owners and teams.
Homebase's all-in-one workforce management platform helps you create optimized schedules in minutes, send automatic reminders, and enable real-time communication when things change. Your team can swap shifts through the app, and you can even track labor costs to avoid overtime surprises.
Homebase helps numerous small businesses—including restaurants—conquer their busiest shopping weekend with ready teams and dialed-in operations.
Get Homebase free for six months.
Sources and Methodology
At Homebase, we rely on up-to-date, authoritative sources to ensure every Question Center article reflects accurate guidance for small business owners. We begin with primary information from official organizations, verify details against current industry data, and use reputable business publications only to supplement—not drive—our recommendations.
For this piece, we referenced insights and data from the U.S. Small Business Administration, American Express / Shop Small®, the National Retail Federation, the U.S. Chamber of Commerce, Forbes, GlobeNewswire, and HubSpot.