Small Business Saturday is an annual holiday retail tradition now in its tenth year. Every year, after Thanksgiving, patrons around the world are encouraged to Shop Small the Saturday between the busiest shopping days of the year, Black Friday and Cyber Monday. This year’s official date falls on Nov. 30, 2019.

If you’ve never heard of Small Business Saturday, now is the time to learn about how it can benefit your small business.

History & growth.

Small Business Saturday was founded by American Express in 2010 with a simple goal in mind: to help small businesses gain more customers. Small Business Saturday has gained steam since its release almost 10 years ago and has continued creating a name for itself.

  • More than 1 million users liked the Facebook page in its first month of existence.
  • In 2011, the holiday was officially recognized by the U.S. Senate.
  • A reported $5.5 billion was spent at small businesses due to the Shop Small movement in 2012.
  • Small Business Saturday's visibility grew from 67% in 2012 to 71% in 2013. And the activity was attended by 46 percent of those who were conscious of the holiday.
  • A relationship with Etsy was established in 2014. Etsy is an e-commerce marketplace where consumers can connect to buy and sell unique goods from around the globe.
  • In 2018, all 50 states reported over 7,500 Neighborhood Champions. Neighborhood Champions are organizations that promote the day for the participation of local businesses and consumers.

For years to come, the story is still unwritten for the holiday's impact. That's where you step in.

Get involved.

If your small business is closed on Saturdays, consider opening for November 30. If you don’t participate, you lose the opportunity to bring in new sales, build lasting relationships, grow your community, and develop brand awareness.

Small Business Saturday is meant to serve as a cornerstone of your strategies for holiday profitability, not to induce stress or include a comprehensive marketing campaign.

Here’s how to get involved, for free!

  1. Visit Shop Small’s website and click How to Participate.
  2. Select the option that pertains to you.
  3. Utilize its free marketing resources.
  4. List your business on the Shop Small Map.

American Express makes it easy to get involved as it’s all right there on its official Small Business Saturday website.

Tips to drive success this small business Saturday.

These suggestions will benefit you not just on Small Business Saturday but also through the rest of the holiday season.

Prioritize your customer service.

You are more able to make a deeper connection with your customers as a small business. Studies suggest that consumers value great experiences over price and product.

  • 86% of buyers are willing to pay more for better customer experience.
  • By the end of 2020, customer experience will be the key determining factor over price and product.

Make a lasting impression on shoppers so they become regular customers. Take this as an opportunity to implement some type of customer rewards programs to entice them to keep coming back!

Get your business involved in social media.

Make your involvement in Small Business Saturday known on all your business’s social media platforms and make sure to use hashtags like:

  • #SmallBusinessSaturday
  • #ShopSmall
  • #SmallBizSat
  • #ShopLocal

Engage with others who are involved!

Incentivize and promote.

It’s always a good idea to organize a fast offer to inspire your consumers and Small Business Saturday is the perfect opportunity to do so. Here are a few promotion ideas to get you started:

  • Extend a discount.
  • Buy one get one.
  • Offer giveaways.

Clearly, you can arrange these offers however you feel is right for your business, but it's just another opportunity that will help encourage shoppers to come by ... and spend money.


Coordinate with other local businesses around you to build a special holiday approach. This is an easy way to promote two services or products at once, benefitting both parties. For example, you can offer your customers a coupon for surrounding storefronts if they spend $X amount at yours!

Cross-promoting your business allows you to build your surrounding community, as well as your own consumer base.

Get to know your customers.

Whether or not you have a Point of Sales (POS) system or a customer rewards program where you collect your customer’s information, make sure you entice new shoppers to either sign up or ask for their emails. Utilize this day of newcomers to take down as many emails as you can to build relationships.

Engage with us!

We'd like to see your small biz! Share a picture or comment with the hashtag #PrimePaySmallBiz on Instagram, Twitter or Facebook and we will share your post!

All in all, PrimePay wishes you a successful Small Business Saturday!

If you are looking for a new payroll provider come 2020, PrimePay's All-Inclusive Payroll bundle increases business efficiency by pairing our payroll, tax, time tracking, and workers’ comp solutions.

Click here to learn more or fill out the form below. 

Disclaimer: Please note that this is not all inclusive. Our guidance is designed only to give general information on the issues actually covered. It is not intended to be a comprehensive summary of all laws which may be applicable to your situation, treat exhaustively the subjects covered, provide legal advice, or render a legal opinion. Consult your own legal advisor regarding specific application of the information to your own plan.