Join us in shopping at small businesses on Saturday, November 27, 2021, the annual “Small Business Saturday.” It’s a nationwide call to action to preserve the unique character and resilience of neighborhoods across the country. In doing so, communities can ensure that their favorite local spots will still be there in years to come.
Supporting Local in a Time of Crisis
Last year’s “Small Business Saturday” occurred during one of the most challenging periods for small businesses in recent history. Amid the COVID-19 pandemic, which led to shutdowns, decreased foot traffic, and financial uncertainty, this event took on renewed importance.
Launched by American Express in 2010 and co-sponsored by the U.S. Small Business Administration (SBA) since 2011, “Small Business Saturday” aims to encourage consumers to shop at local, independently owned businesses during the holiday shopping season.
Last Year’s Local Business Success
In 2020 American consumers reported spending an estimated $19.8 billion at independent retailers and restaurants on “Small Business Saturday,” according to the 2020 Small Business Saturday Consumer Insights Survey commissioned by American Express. This marked a significant increase from the previous year.
Despite the challenges posed by the COVID-19 pandemic, the event underscored the resilience of small businesses and the importance of community support. For every dollar spent at a small business, an estimated 67 cents stays in the community, supporting local jobs and services. This local reinvestment is critical, especially during a time when many small businesses faced existential threats due to pandemic-related restrictions.
In 2020 consumers were encouraged to continue supporting these businesses, many of which pivoted to online platforms, curbside pickup, and delivery services. By choosing to shop small whether in-store or online Americans had the opportunity to directly impact the survival and success of their local shops, restaurants, and service providers.
