Small Business Saturday has become a key part of the U.S. holiday shopping season, and this year’s celebration — small business saturday 2025 — will take place on Saturday, November 29, 2025. Communities, business groups, and national partners are preparing campaigns to boost foot traffic, online sales, and visibility for independent shops across the country.
Below is the complete, verified overview of what businesses and shoppers can expect this year.
What Is the Official Date for Small Business Saturday 2025?
Small Business Saturday falls each year on the Saturday after Thanksgiving. For 2025, the confirmed date is November 29, 2025, placing it right between Thanksgiving and Cyber Monday.
The day encourages consumers nationwide to support small businesses in their neighborhoods and online, giving local merchants a meaningful revenue boost during one of the busiest shopping periods of the year.
Why This Year Matters More Than Ever
Small businesses make up the majority of U.S. employers. For many independent shops and restaurants, November and December bring in a significant share of annual sales. With rising competition from major retailers and online marketplaces, Small Business Saturday serves as a crucial moment to drive awareness, foot traffic, and community support.
This year’s campaign includes expanded funding opportunities and new promotional initiatives designed to strengthen local economies.
Confirmed National Initiatives for 2025
Amex Shop Small Grants Program
A major national update for 2025 is the expansion of a multi-million-dollar grants initiative that supports independent merchants.
Key confirmed details include:
- A total commitment of $5 million to support small-business growth.
- 250 initial grants of $20,000 each, opening for applications on November 29, 2025.
- The application window runs through January 16, 2026.
- Additional contributions tied to eligible card purchases at qualifying small businesses on Small Business Saturday.
These grants aim to help businesses cover operating costs, upgrade equipment, expand services, or invest in long-term growth.
Nationwide Support and Promotions
The U.S. Small Business Administration continues to promote Small Business Saturday in partnership with community organizations. Local chambers, Main Street groups, and economic development offices are scheduling markets, special shopping events, and holiday kick-off activities in late November.
These coordinated efforts help drive visitors to downtown areas and neighborhood shopping districts.
What Small Business Owners Can Do Now
1. Prepare for Grant Opportunities
With the application period for the grants opening on November 29, businesses should gather documentation early. Recommended prep includes:
- Business registration records
- Financial statements
- A short summary of how funds will strengthen operations
- Evidence of community engagement or local impact
Being ready on day one can increase the chances of submitting a strong, timely application.
2. Register on Small-Business Discovery Tools
Merchant discovery maps and promotional directories help customers find participating shops. Listing your business can increase both online and in-person visibility during the holiday season.
3. Strengthen Marketing for the Big Weekend
Independent businesses can amplify their presence by:
- Planning neighborhood partnerships with nearby stores
- Scheduling extended hours
- Offering holiday bundles or limited-time deals
- Updating their website and social channels with event details
Local media often highlight Small Business Saturday activities, giving small businesses free exposure.
How Shoppers Can Support Local Stores
1. Plan Ahead
Make a list of local retailers and restaurants to visit on November 29. Many shops release early holiday promotions, so checking social pages ahead of time can help you find the best offers.
2. Buy Gift Cards
Gift cards give small businesses immediate revenue and encourage future customer visits.
3. Visit Community Events
Holiday markets, street fairs, and family-friendly events often align with Small Business Saturday. These gatherings bring extra foot traffic and help shoppers discover new local favorites.
4. Shop Local Online
If you can’t visit in person, many small businesses offer online ordering. Buying directly from their websites usually delivers more revenue to the business than purchasing through third-party marketplaces.
What Community Leaders Are Watching in 2025
Local organizers continue to track:
- In-store traffic
- Same-day sales increases
- Local event attendance
- Participation in grant applications
Small Business Saturday often sets the tone for the remainder of the holiday season, and this year’s expanded funding and nationwide coordination are expected to elevate its impact.
Key Checklists
For Business Owners
- Confirm participation in local Small Business Saturday events
- Update website, hours, and online ordering options
- Prepare inventory and gift-card availability
- Coordinate promotions with nearby businesses
- Review grant application requirements before Nov. 29
For Shoppers
- Mark your calendar for Saturday, November 29, 2025
- Shop early and often throughout the season
- Share local discoveries on social media
- Support local restaurants and service providers, not just retail
A Look Ahead
As soon as Small Business Saturday concludes, many small businesses shift into late-season promotions, holiday pop-ups, shipping deadlines, and year-end sales strategies. The November-to-January period is essential for community economies, and this year’s combination of grants, events, and national awareness campaigns aims to deliver meaningful support.
Small Business Saturday continues to grow as a unifying moment for shoppers and entrepreneurs, providing both immediate revenue and long-term visibility for America’s independent businesses.