With the 2021 holiday season upon us, many business owners may be wondering what this year has in store. According to Deloitte’s annual holiday retail forecast, it is estimated that 2021 holiday retail sales may experience an increase between 7-9%. 

With a busy season ahead, many businesses across the nation are getting ready for big shopping days such as Black Friday and Cyber Monday. But there’s another shopping day that small business owners in particular should keep in mind, and that is Small Business Saturday®.

If Small Business Saturday is news to you, continue reading as we’ll cover what this annual holiday retail tradition is, and how it can benefit your small business. 

What is Small Business Saturday?

This section includes excerpts from a previous PrimePay Blog.

Small Business Saturday, currently in its twelfth year, is an annual holiday retail tradition. American Express® created Small Business Saturday in 2010 with a simple purpose in mind: To help small businesses succeed. Since its launch over ten years ago, Small Business Saturday has grown in popularity and continues to become more widely known across the country.

Every year after Thanksgiving, people all over the world are encouraged to Shop Small® on the Saturday between Black Friday and Cyber Monday, which are often referred to as being the largest shopping days of the year. The official date for this year’s Small Business Saturday is November 27, 2021.

Here is some additional information about the annual tradition’s history and growth:

  • More than one million users liked the Facebook page in its first month of existence. As of November 2021, the page sits at around three million likes.
  • In 2011, the tradition 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. By 2020, this number significantly increased to nearly 20 billion dollars spent by Americans on Small Business Saturday.

Given the above, it’s easy to notice the positive impacts that this shopping tradition has had on the nation’s small businesses. As for the future, the opportunities for this day are endless. 


Like many business owners, you may often be looking for ways to boost sales. If this sounds like you, you’ll certainly want to take advantage of this opportunity to participate in Small Business Saturday. By participating, you have the potential to build lasting relationships, grow your community, and develop brand awareness.

Getting involved is simple. Here are a few easy steps to help you have a successful Small Business Saturday:

  1. Visit the Shop Small website.
  2. Utilize the Shop Small Studio resource to help your business stand out.
  3. Add your business to the Shop Small Map.

Additional tips for a successful Small Business Saturday.

This section includes excerpts from a previous PrimePay Blog.

Take note of the following tips, as they may be valuable not only on Small Business Saturday and during the holiday season, but year-round.

Take Customer Service to a New Level

As a small business, you have a greater ability to interact more directly with your customers. 

Make a lasting impact on customers to encourage them to return. Take advantage of this opportunity to establish customer rewards programs to help maintain loyalty.

Get Social

Make your participation in Small Business Saturday known across all of your company's social media platforms, and include hashtags such as the following:

  • #SmallBusinessSaturday
  • #SmallBusinessSaturday2021
  • #ShopSmall
  • #SmallBizSat
  • #ShopLocal

Be sure to also engage with others who are involved. This can help increase interactions and engagements with your company’s posts.

Be Creative With Your Offers

It's always a good idea to put together a quick and creative offer to entice your customers, and Small Business Saturday is an ideal time to do it. To get you started, here are a couple of promotion ideas:

  • Extend a discount, such as buy one, get one.
  • Offer giveaways.

You may structure these offers as you see fit for your business. Getting creative with offers can often be a quick way to attract customers.

Partner With Other Local Businesses

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, benefiting both parties. For example, you can offer your customers a coupon for surrounding storefronts if they spend X amount of dollars at yours.

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

Build Lasting Relationships

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!

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

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