For millions of consumers, Small Business Saturday is a reminder to support the neighborhood bakery, the family-run bookstore and the independent boutique. But for the businesses themselves, the day has become a launchpad for yearlong sale success.
Small businesses are the economic engine of America. According to NetChoice research, for every dollar consumers spend, 75 cents go to retailers outside of the five largest companies in the industry. Started by American Express in 2010, Small Business Saturday celebrates these entrepreneurs by encouraging consumers to “Shop Small” during the holiday season.
Small sellers can use the attention and traffic of Small Business Saturday as a catalyst to introduce customers to their products and establish revenue streams that last long after the holiday lights come down. This has been especially true in recent years, as consumers increasingly want to know where products come from, how they’re made and who profits (and 8 out of 10 are willing to pay slightly more for a sustainably produced item). Instead of competing on price alone with larger retailers, small businesses are competing on relationship and narrative.
Here are four effective strategies small sellers are using to turn Small Business Saturday into a growth accelerator:
- Leveraging Social Media to Tell Their Story
Social media services like Instagram and TikTok are now storefronts for small sellers as much as they are social platforms. The lead-up to Small Business Saturday is an opportunity for entrepreneurs to introduce their products and the origins of their business.
The SBE Council’s 2025 Small Business Check Up and Tech Use Survey found that small businesses use social media for branding, marketing and revenue. Nearly half (48%) of American small business owners who sell through social media services say those channels make up more than 20% of total sales.
What can make small businesses stand out from larger retailers on social media? The most successful posts show personal stories behind the brand: the people, not just the product.
- Embracing AI Tools
SBE Council’s survey found that nearly half of small businesses believe that AI will be major or transformative for their industry. They are primarily using it to boost efficiency and productivity (60%), followed by improving customer service and support (42%).
According to the U.S. Chamber of Commerce, small businesses can use AI to help with marketing research and customer segmentation, identifying the target audience’s needs and potential pain points. They can also help small businesses predict which items are most and least likely to sell during Small Business Saturday. Inventory management is especially important if a company expects an influx during the holiday season.
Item availability influences where 94% of shoppers shop, according to UPS 2025 data.
- In-Person Connection
While digital tools are one way to connect with customers this Small Business Saturday, many still want and expect the ability to see and interact with products in person. As a result, 82% of retail brands have significantly increased their budgets for in-person events and experiences over the last three years.
Even the smallest businesses now operate in a blended sales environment, selling both online and in person, whether that be in their own store, at a local boutique or at local markets. NetChoice research found the average small and mid-sized seller uses five sales methods, mixing both online and offline channels. These could include channels like a shop website, an Amazon or Etsy storefront, a kiosk in a local mall, a pop-up shop, a TikTok shop and more.
According to the U.S. Chamber of Commerce, “Small businesses can tap into this consumer preference for omnichannel offerings by offering in-person product demonstrations, customer appreciation events with new product reveals, and activities such as cooking classes, crafting, speakers, or other events related to what the business is selling.” For Small Business Saturday, that means thinking creatively about ways to connect with customers in-person on that day, as well as digitally.
- Build Connections for the Future
Small businesses shouldn’t think of Small Business Saturday as a single transaction day. Instead, they should use the day as a starting point to engage customers throughout the year:
- Offer loyalty cards or discounts for a customer’s next visit, rewarding return business.
- Hand out “come back in January” coupons, which help drive foot traffic during slower retail months (January is the year’s slowest month for retail, according to Shopify).
- Collect emails and SMS sign-ups at checkout for those who want to do so to build a direct communication channel for future promotions and product launches.
- Promote memberships or subscriptions, which transform one-time shoppers into committed community members.
When customers connect personally to the entrepreneurs, stories and values behind the products they buy, businesses thrive. Authenticity and human connection remain powerful drivers of loyalty in the modern era, and that’s where small businesses continue to lead.