The real magic of the holidays usually isn’t found in grand gestures. It’s in the small things—the familiar wave from a neighbor or a friendly conversation over a shop counter. This year, on Saturday, November 29, 2025, we have a wonderful chance to celebrate those connections during Small Business Saturday.
Since 2011, the U.S. Small Business Administration (SBA) has been an official cosponsor of Small Business Saturday, which American Express launched in 2010. It’s impressive to see what happens when we show up: since it began, shoppers have spent an estimated $223 billion at small businesses during this annual event. When we walk into a local bakery, a family-run bookstore, or a neighborhood boutique, we aren’t just checking gifts off a list. We are fueling our neighbors’ livelihoods. In 2024 alone, shoppers contributed a projected $22 billion to these local economies on this one day.
For a business owner, that support is personal. It helps put food on the table, pay for a child’s tuition, or secure retirement. It gives them the stability to hire a neighbor or to give a teenager their first job. Beyond the money, seeing the community walk through the door offers a huge emotional boost. It validates the risk and the long hours, proving that their dream matters to us.
With more than 36 million independent small businesses across the nation, our support makes a real difference. Let’s make this November 29 a beautiful celebration of the places that make our home feel like home. Learn more about how you can support Small Business Saturday by visiting the “Small Business Saturday | U.S. Small Business Administration” website.
To stay up to date on SBA news and upcoming events, and to learn more about SBA’s programs and services, visit www.sba.gov and follow SBA on social media.
- X/Twitter: @SBAGreatPlains
- LinkedIn: @sbagreatplainsregion
