NEW YORK—It’s coming up soon. This year’s Small Business Saturday will be taking place on Nov 25, 2023. Celebrating small businesses’ contributions to the community and economy, the special day has been observed each year on the Saturday after Thanksgiving. Originally founded by American Express, the goal was to encourage people to support smaller independent businesses. The highly successful team of Small Business Association (SBA), Women Impacting Public Policy (WIPP) and American Express are kicking off the 2023 holiday season by encouraging consumers to support our nation’s nearly 32 million independent businesses this Small Business Saturday and all holiday season long.

Founded by American Express in 2010 and officially cosponsored by SBA since 2011, Small Business Saturday has become an important part of small businesses’ busiest shopping season. Historically, reported projected spending among U.S. consumers who shopped at independent retailers and restaurants on Small Business Saturday reached an estimated $17.9 billion, according to the 2022 Small Business Saturday Consumer Insights Survey commissioned by American Express.

American Express offers a range of support materials, resources and special offers for small business owners. Find out more here.

In addition, the SBA offers its own array of resources to encourage small business owners to take part.

For small business owners:

Get free Small Business Saturday marketing materials—including sample posters and social media resources.

For partner organizations:

Follow SBA on social media for all the latest updates on #ShopSmall.