Small Business Saturday falls on Nov. 28 this year — the Saturday after Thanksgiving, wedged between Black Friday and Cyber Monday. It’s the one day of that weekend when being small is the selling point.
Related Article: Embrace the Strength of Local: The Business Advantage of community Banking
Shoppers still show up for it. Last year, Small Business Saturday drove an estimated $18 billion in consumer-reported spending at small businesses, according to American Express, which founded the day in 2010. The U.S. Small Business Administration has co-sponsored it since 2011.
The businesses that do well that day usually started planning weeks ahead. If you’re reading this on Nov. 6, you have three weeks. Here’s how to use them.
Three weeks out (Nov. 6–13): decide what you’re offering
- Pick one clear offer. One strong reason to come in beats five small discounts. Ideas: a gift-with-purchase, a bundle of your bestsellers, a limited item made just for the day, or a free gift card with purchases over a set amount (redeemable in January, which brings people back).
- Protect your margin. Before you set a discount, check what that product actually costs you. A percentage off everything can turn your best sales day into your least profitable one. Value-adds like free wrapping or a sample often work just as well.
- Set your hours. Will you open early or stay late? Decide now so you can tell people.
- Order inventory. Restocking during Thanksgiving week is hard. Order what you need now, especially giftable items at a few price points.
- Team up with a neighbor. Partner with the shop next door or down the street. Hand out each other’s coupons, or run a “shop both, get a treat” offer. It doubles your reach for free.
Two weeks out (Nov. 14–20): tell people
- Update your Google Business Profile hours. If your hours change for the day, use Google’s special hours feature so your regular hours stay intact. Google suggests confirming holiday hours even when they don’t change, so searchers know the hours are accurate. Do the same for Thanksgiving and Black Friday.
- Email your list. Your existing customers are your best Small Business Saturday shoppers. Send a save-the-date now and a reminder the day before.
- Post on social, and show your face. In American Express’s 2025 Shop Small Impact Study, 75% of consumers said recommendations from people in their community on social media influence whether they shop at a small business. Post the people behind the counter, how a product is made, or a sneak peek of your offer. Ask regulars to share.
- Grab the free marketing kits. The SBA publishes a Small Business Saturday social media guide and graphics, and American Express has offered free signage and Shop Small materials in past years. Check what’s available this year.
- Put up signs in the store. Customers who come in before the 28th should know what’s happening.
The week of (Nov. 21–27): get the checkout ready
A long line or a dead card reader on your busiest day costs you sales and goodwill. Run through this list:
- Test your point-of-sale system. Run a test transaction. Charge every card reader. Update the software now, not Saturday morning.
- Have a backup. Know what you’ll do if your Wi-Fi or card reader goes down — a second device, a mobile hotspot, or a way to take payment on your phone.
- Get extra change. If you take cash, order small bills and coins from your bank early in the week. Many branches need notice for larger change orders.
- Set up gift cards. Make sure they’re easy to sell and easy to track. They’re perfect for shoppers who can’t decide.
- Staff for the rush. Schedule extra help for your busiest hours, and walk everyone through the offer so nobody improvises a discount.
- Prepare bag stuffers. Slip a card in every bag with a reason to come back in December or January.
On the day (Saturday, Nov. 28)
- Capture emails. Offer a small drawing or a January coupon in exchange for an email address. Small Business Saturday shoppers make good repeat customers if you can reach them again.
- Make it an experience. Coffee, cookies, a live demo or music by the door. People came out to shop local. Give them a reason to linger.
- Thank people out loud. A simple “thank you for shopping small” goes a long way.
If you’re in one of our downtowns, plan around the crowds. Downtown Venice will be busy that evening: the 50th Venice Holiday Parade steps off at 6:30 p.m., with activities starting as early as 3 p.m. In Bradenton, the Bradenton Public Market brings Saturday shoppers to Old Main Street. Consider extending hours or setting up a sidewalk display to catch the foot traffic.
After the weekend: count and learn
- Deposit promptly. Don’t leave a weekend’s worth of cash in the store. Plan when and how you’ll get it to the bank.
- Compare to last year. Sales, transactions, average sale and new email sign-ups. Write down what worked and what didn’t while it’s fresh.
- Follow up. Email new customers within a week with a thank-you and a reason to return before Christmas.
The bottom line
Small Business Saturday isn’t a one-day sale. It’s a chance to meet customers who might not have found you otherwise. One clear offer, accurate hours, a ready checkout and a follow-up plan will do more than any discount.
At Liberty Savings Bank, many of our customers are the shops and restaurants that make Sarasota and Manatee County feel like home. If you’d like to talk through holiday cash flow or anything else on your mind as a business owner, our business banking team is happy to sit down with you.
This article is for general information only and is not business, legal or tax advice.