Last updated: October 27, 2026. Statistics below come from the sources named at the end and are averages; your own results will vary, so track your numbers. Small Business Saturday is a registered trademark of American Express, and this guide is not affiliated with or endorsed by American Express. This article is general marketing information, not legal or financial advice.
Small Business Saturday falls on Saturday, November 28, 2026, the day after Black Friday and the Saturday after Thanksgiving (November 26). That is 32 days from today. For a local shop, café or service business, that is enough time to run a focused campaign without discounting yourself into a corner, as long as you start now. This plan breaks the month into weekly tasks you can do with a small team and a modest budget.
The Short Answer
- Pick one clear offer by the end of this week. A simple, specific reason to visit beats a vague "holiday sale."
- Update your Google Business Profile first. Many shoppers searching "shops near me" will check hours, photos and recent posts before they walk in.
- Use the email and text contacts you already have. Customers who already know you are the cheapest audience to reach.
- Prepare for the day itself. Staffing, stock and checkout speed decide whether a busy day becomes sales or lost customers.
- Follow up after the event. Turning Saturday shoppers into repeat customers is where the campaign pays back.
Why Small Business Saturday Is Worth Planning For
American Express started the event in 2010, in the aftermath of the financial crisis, and the U.S. Small Business Administration has co-sponsored it since 2011 (NBC News, November 2025). American Express reported that consumers spent about $22 billion on Small Business Saturday in 2024, and about $223 billion cumulatively over the event’s 16 years. In its 2025 survey, American Express also said 86% of consumers were likely to shop small during the holidays, while 56% of small business owners said it is harder to compete with larger companies at that time of year. For the history behind the day, see our article on how Small Business Saturday became a lifeline for local shops.
These are survey-based figures from the organizer of the event, so treat them as context rather than a promise of what your store will earn.
Your 30-Day Countdown
Week 1 (October 27 to November 2): Decide and Set Up
- Choose your goal. Examples: 100 new email sign-ups, 40 gift card sales, or a 20% rise in Saturday revenue compared with last year.
- Design the offer. Good low-risk options: a free gift above a spend amount, a bundle, a bonus gift card (buy $50, get a $10 card to use in January), or an event such as a tasting, demo or local-maker table. These protect margins better than blanket discounts.
- Claim and refresh your Google Business Profile. Check hours (including Thanksgiving weekend), add new photos, and confirm your phone number and website link.
- Set up tracking. Use a promo code, a QR code that leads to a landing page, or a cashier question ("How did you hear about us?").
Week 2 (November 3 to 9): Build Your Audience
- Add sign-up prompts at checkout and on your website: a short line such as "Get a heads-up on our holiday offers."
- Post a Google Business Profile update announcing your event date and offer.
- Reach out to neighbors. Partner with nearby businesses on a shared passport, a cross-promotion or a combined social post.
- Order stock and signage now so that delivery delays don’t hurt you.
Week 3 (November 10 to 16): Announce
- Send your first email or text. Keep it short: date, hours, offer, one link. If you are building a longer holiday sequence, our Black Friday email marketing send plan shows a week-by-week schedule you can adapt.
- Post on social media with real photos of your products and people, not generic graphics.
- Tell local media and community groups. Local newsletters, community calendars and neighborhood groups often list events for free.
Week 4 (November 17 to 23): Remind and Rehearse
- Send a reminder and a short "sneak peek" of featured items.
- Schedule staff. Plan extra coverage for peak hours and decide who handles checkout, the floor, and online orders.
- Test the basics. Check card readers, wifi, and your website’s checkout. Keep bags, receipt paper and change on hand.
Week 5 (November 24 to 28): Final Push and the Day Itself
- Send a last reminder on Thursday or Friday, and a morning message on Saturday with your hours.
- Make the shop easy to find. Put visible signs outside, and keep the entrance clear.
- Collect contact details and reviews. Ask happy customers for a Google review at the counter. Don’t offer rewards in exchange for positive reviews, since review platforms restrict that.
- Log the day. Note sales by hour, best sellers, and any stockouts for next year.
Marketing Channels Ranked by Effort and Payoff
| Channel | Effort | Why it helps |
|---|---|---|
| Google Business Profile | Low | Free and appears when locals search for businesses nearby |
| Email to existing customers | Low to medium | Reaches people who already know your brand |
| Text messages (with opt-in) | Low | High visibility, but only message people who agreed to receive texts |
| Social media posts | Medium | Good for photos, behind-the-scenes content and sharing by customers |
| Local partnerships | Medium | Shared audiences and shared costs |
| Paid local ads | Medium to high | Useful if you have a clear offer and a small test budget |
Gift Cards and Online Sales
Gift cards bring in cash now and bring customers back later. Consider promoting them for people who can’t visit on Saturday, and make them available online. If you also sell online, plan shipping cutoffs for the holidays, because late delivery quickly becomes a complaint. For the bigger picture of how online holiday demand is shaping up, read our summary of the 2026 holiday ecommerce forecast.
Common Mistakes to Avoid
- Discounting too deeply. A big discount can bring volume but wipe out your margin. Test bundles and value-adds first.
- Claiming an official connection. Don’t suggest your business is endorsed by American Express. Review the organizer’s guidelines before using its logos or marks.
- Waiting until the week before. Customers need repeated reminders, and mail, signage and ad approvals take time.
- Not planning staffing. A long checkout line can lose sales.
- Forgetting the follow-up. Send a thank-you email on Sunday or Monday with a reason to come back in December.
- Ignoring your numbers. Without tracking, you will not know what to repeat next year.
Measuring Results
Keep it simple. Compare Saturday’s revenue, transactions and average order value with the same day last year or with a typical Saturday. Count new email or text sign-ups, gift cards sold and promo code uses. A week later, check how many first-time customers returned. Those four or five numbers are enough to decide what to do next year.
Frequently Asked Questions
When is Small Business Saturday in 2026?
Saturday, November 28, 2026, two days after Thanksgiving (November 26) and the day after Black Friday (November 27).
Who started Small Business Saturday?
American Express started it in 2010, and the U.S. Small Business Administration has co-sponsored it since 2011.
Do I have to offer discounts?
No. Many businesses see good results with bundles, free gifts, events, or gift card bonuses that protect margins.
Can I use the Small Business Saturday name in my marketing?
It is a registered trademark of American Express. Referring to the date is common, but check the organizer’s guidelines before using logos or implying an official connection.
How early should I start promoting?
About four weeks ahead is a good rule, with a mix of announcements, reminders and a last message on the day.
Sources: NBC News, "Today is Small Business Saturday — How to shop and support" (November 29, 2025), reporting American Express and QuickBooks figures; Wikipedia, "Small Business Saturday," for the first observance in 2010, the trademark note and the 2026 date. Figures reported by American Express are survey- and card-data-based and may not reflect your market. The day-by-day plan is our own suggested framework, not an official program.
