Small Business Saturday

What is Small Business Saturday?

Small Business Saturday - 5 December 2020

Small Business Saturday takes place on the first Saturday in December each year.  It celebrates small business success and encourages consumers to 'shop local' and to support businesses in their communities. It is about reinforcing the message of utilising local assets, which in turn benefits the local economy.

The campaign puts a spotlight on local employers across the country, and sends out a call to all consumers to buy locally and support their independent shops, traders and food producers.

Small Business Saturday was an idea created by the credit card giant American Express on 27 November 2010 in America. The campaign launched in order to help small businesses gain additional exposure and to change the way consumers shop within their own community, especially during the holiday season. In the US, Small Business Saturday takes place the day after Black Friday and the following weekend after Thanksgiving. The UK annual event started in 2013, following the huge success seen in America; this has grown year on year, with approximately £800million spent in small businesses across the UK on 2019's Small Business Saturday

Why should you shop small every day and particularly on Small Business Saturday?

  • Small businesses are part of your community. According to Civic Economics, “on average, 48 per cent of each purchase at local independent businesses is recirculated locally, compared to less than 14 per cent of purchases at chain stores.”
  • Small businesses keep it local: they live locally, employ locally and want to give back to the local community
  • Small businesses tend to provide greater customer service because they rely on your business loyalty and they want to develop relationships with local consumers as they need you to survive. One of the biggest advantages they have over large retailers is the ability to provide more personable, hands-on, and memorable customer service.
  • Most importantly – You’re going to feel good!

Visit the Small Business Saturday website for more information


We recommend that all local businesses get involved with Small Business Saturday on 5 December and register with the SBS website, so that everyone in the country can find you.

Contact economicgrowth@southnorthants.gov.uk or call 01327 322167 for assistance.