The Shadow
COVINGTON, Va. (VR) — Small Business Saturday 2025 will take place Nov. 29. While the date changes each year, the event is always held on the Saturday after Thanksgiving.
The national shopping day is a major event for local small businesses during the holiday season. Falling between Black Friday and Cyber Monday — two of the biggest consumer spending days of the year — Small Business Saturday encourages shoppers to shift their focus from large retail chains to local merchants.
Launched by American Express in 2010, the event aims to inspire consumers to support small and locally owned businesses. Since its creation, it has been embraced by both consumers and the U.S. government, helping to fuel the Shop Small® movement. In 2011, the U.S. Senate unanimously passed a resolution supporting the day, and in recent years, thousands of “Neighborhood Champions” across all 50 states have helped promote the effort.
Small businesses play a vital role in the U.S. economy, with more than 34 million operating nationwide. According to data from American Express, an average of 68 cents of every dollar spent at a small business stays within the local community. Additionally, every dollar spent at small businesses generates another 48 cents in local business activity — helping sustain other local shops, restaurants and service providers.
Supporters say shopping small on Nov. 29 is an easy way for residents to make a big impact in their communities during the holiday season.
