Black Friday has the doorbusters and Cyber Monday has the laptops, but the Saturday in between has a quieter job. Small Business Saturday is the day to send some of your holiday budget to the independent shops that make your town feel like your town. It’s also a pretty good day to save, since plenty of small sellers run their own sales while the big chains grab the headlines. 

This year Small Business Saturday lands on Saturday, Nov. 28. Below is a guide to what the day is, where it came from and how to shop it without overspending. You’ll also find a few small shops (including Etsy, the platonic ideal of small-business shopping) where you can earn Cash Back, because supporting a small business and keeping a little money in your pocket don’t need to cancel each other out.

What is Small Business Saturday?

Small Business Saturday is a shopping day set aside to support small, independent businesses. It falls on the Saturday after Thanksgiving, which puts it between Black Friday and Cyber Monday. The idea is simple: When you’re already out buying gifts, send some of that spending to a family-owned bakery, a neighborhood bookstore or a handmade shop instead of the big chains. 

You don’t even have to leave the house to take part. Plenty of small businesses sell online, so you can shop small from your couch.

When is Small Business Saturday 2026?

Small Business Saturday 2026 is on Saturday, Nov. 28. Here’s how it fits into the rest of the week.

For the whole week laid out day by day, see our Cyber Week 2026 plan.

What is the history of Small Business Saturday?

American Express created Small Business Saturday in 2010, in the middle of the recession. The goal was to bring more holiday shopping to small businesses, which were often forgotten while shoppers chased deals at the big retailers.

The idea caught on fast. 

In 2011, the Small Business Administration began co-sponsoring the day and the U.S. Senate unanimously passed a resolution designating Nov. 26, 2011, as Small Business Saturday. Business associations, nonprofit groups, cities and public officials joined in, and community groups signed up as “neighborhood champions” to host events on the day.

More than a decade later, it’s a regular part of the holiday shopping calendar and one piece of a wider Shop Small movement that encourages people to support small businesses all year.

Why does Small Business Saturday matter?

Thanksgiving weekend is one of the biggest shopping stretches of the year, and small businesses compete for attention with national chains that have enormous advertising budgets. A day that points shoppers toward independent sellers gives those shops a chance to catch some of that holiday spending. 

The numbers show how much is at stake. The Small Business Administration says the country has more than 36 million small businesses, and its Office of Advocacy reports that they employ 62.3 million people (about 46 percent of private sector workers) and make up 43.5% of gross domestic product. 

For you, the day is also a good reason to find a unique gift that nobody else is going to open on Christmas morning.

How much do people spend on Small Business Saturday?

American Express estimated that consumers spent $22 billion at independent retailers and restaurants on Small Business Saturday in 2024. For 2025, its Consumer Insights survey put the figure at an estimated $18 billion. American Express says shoppers have reported spending an estimated $241 billion on the day since the first one in 2010. These are survey estimates of what consumers say they spent, not receipts or sales totals, so the numbers aren’t necessarily concrete. But it provides some context for how big business Small Business Saturday is.

The shift to online shopping is part of the picture. The National Retail Federation counted 63 million people shopping online on Small Business Saturday in 2025, up from 54 million the year before. Plenty of that spending goes to big sellers though. That’s one more reason to be deliberate about where you click.

How do you save on Small Business Saturday?

Small shops can’t always match the biggest chains on price, but they have their own ways to save. These habits help.

• Sign up for the email lists of your favorite shops now, since many stores send their sale details to subscribers first.
• Follow your favorite small businesses on social media and check their websites, where sales and special bundles often show up.
• Make a list before you go, so a charming display doesn’t convince you to buy something you won’t use.
• Compare prices on bigger items. A small shop may be close to a big chain’s price, and sometimes even beat it.
• Ask about loyalty cards, punch cards or bundle deals at shops you visit often.
• Think about handmade or specialty gifts, which offer a personal touch and thoughtfulness to a gift that may be worth a little extra money.
• Start your shopping trips at Rakuten when the shop is a partner, so eligible purchases earn Cash Back.

Why is Etsy the perfect Small Business Saturday stop?

If Small Business Saturday had a home base online, it would be Etsy. Founded in 2005 and headquartered in Brooklyn, New York, Etsy is a marketplace where millions of handmade, vintage, custom and artist-designed items come straight from independent sellers around the world. Every purchase supports a real person with a real workshop, studio or kitchen table, which is exactly the spirit of the day.

Etsy is also a gift-finder’s dream. Personalized jewelry, custom home decor, wedding items, craft supplies and one-of-a-kind finds are just a few clicks away, and you can shop the same sellers whether it’s Small Business Saturday or the week before the holidays. Many sellers run their own sales around Thanksgiving weekend, so it’s worth saving a few favorite shops and checking back.

The best part is that you can earn Cash Back while you do it. Start at Rakuten, click through to Etsy and shop as usual. You’ll get a gift nobody else has and a little money back, which is a very good combination.

Which other small shops can earn Cash Back?
Etsy isn’t the only independent-minded spot where you can earn Cash Back. Here are four more worth a look.

Minted showcases independent artists and designers, with stationery, artwork and home items from creators around the world. It’s a great stop for custom holiday cards, invitations and wall art that feels like a gift.

Goldbelly is a curated marketplace for gourmet food and food gifts, with more than 850 food makers shipping to all 50 states. Think Maine lobster rolls, New York bagels, Chicago deep dish pizza and Texas barbecue, all delivered to your door or someone else’s.

Cratejoy is a subscription box marketplace with thousands of products, from self-care boxes to family activities. A subscription gift keeps showing up long after the wrapping paper is gone.

Bully Stick offers healthy, all-natural dog treats and chews, a treat for the four-legged member of your family. (For more pet ideas, see our Black Friday pet supply deals guide.)

How do you earn Cash Back on Small Business Saturday?

1. Open the Rakuten app, the browser extension or the website.
2. Search for the shop and click through to it.
3. Shop and check out as usual.
4. Your Cash Back will be tracked and added to your account automatically.

FAQs about Small Business Saturday

What is Small Business Saturday?

Small Business Saturday is the Saturday after Thanksgiving, set aside to encourage shoppers to buy from small, independent businesses.

When is Small Business Saturday 2026?

Saturday, Nov. 28, 2026.

Who started Small Business Saturday?

American Express created it in 2010. The Small Business Administration has co-sponsored it since 2011.

How much do people spend on Small Business Saturday?

American Express estimated $18 billion in 2025 and $22 billion in 2024, based on consumer surveys. The 2026 figure will not be available until after the day.

Is Small Business Saturday a federal holiday?

No. It’s a shopping observance, so banks and offices stay open as usual.

Can you shop Small Business Saturday online?

Yes. Plenty of small businesses sell online, and many run their own sales on Small Business Saturday.

Can you earn Cash Back on Small Business Saturday?

Yes, at participating shops. Start at Rakuten, click through to the shop and check its exclusions before you buy.

Is there a difference between Small Business Saturday and Black Friday?

Black Friday is the day after Thanksgiving, and it’s known for big retail sales. Small Business Saturday follows it and puts the spotlight on independent shops.