Holiday shopping is upon us, and Thanksgiving week features the biggest retail days of the year. In 2024, U.S. sales during this season reached nearly $1 trillion, and we can expect another blockbuster year. While Black Friday and Cyber Monday receive much fanfare, Small Business Saturday provides a unique opportunity for consumers to support their Main Street retailers.
Shopping small and shopping locally doesn’t necessarily mean shopping in person. Thanks to e-commerce, shoppers can enjoy the convenience of digital marketplaces while keeping their dollars close to home. Can’t physically visit the mom-and-pop shop near you? No worries — most of these businesses have an online presence that reaches customers who might never set foot in their stores.
The good news is most Americans appear eager to support their local businesses. Roughly 70% of shoppers know about Small Business Saturday, and about 4 in 5 plan to visit independent shops. Better yet, 3 in 4 recognize the crucial role these businesses play in their local communities. While these numbers are encouraging, small businesses always deserve more support through online clicks and social media engagements to contribute to sales growth.
This year, Small Business Saturday carries even greater weight amid growing economic uncertainty. New tariffs and trade restrictions have raised the cost of running a small business – and buying its products and services. Many already announced plans to scale back holiday deals due to financial strains, and the average holiday shopper is expected to spend slightly less than last year.
In other words, every purchase matters for small businesses, whether it happens on Main Street or through a digital shopping cart. Holiday sales can account for up to half of a small retailer’s annual revenue. Policymakers should recognize this moment as make or break for countless entrepreneurs – and reduce any unnecessary policy burdens.
So this Small Business Saturday, take the time to visit both brick-and-mortar stores and online shops owned by members of your community. Whether you’re finding the perfect gift for a loved one or simply treating yourself, don’t forget you have a variety of options to support your local communities through your shopping habits.