Small Business Saturday has been around for 15 years, but many Americans are still unfamiliar with the initiative, which takes place on the Saturday after Thanksgiving.
According to Lending Tree research, only 46% of American consumers are familiar with Small Business Saturday. However, once they learned about the initiative, 53% said they would participate.
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The idea behind Small Business Saturday is to help local businesses get some holiday cheer, as big retailers get the most attention on Black Friday.
It was launched by American Express in 2010 and co-sponsored with the Small Business Administration the following year.
According to the U.S. Small Business Administration, $17 billion was spent at small businesses on Small Business Saturday in 2023.
People are encouraged to spread the word about the country’s 33 million small and medium-sized businesses. Shoppers are encouraged to share their experiences on social media using the #ShopSmall hashtag.
Click here to find a small business in your area.
