The bustling crowds. Jam-packed parking lots. Lines out the door. It can only mean one thing – the holiday shopping season is here!

As the post-Thanksgiving sales kick off, Small Business Saturday has become a welcome tradition giving local owners a chance to bring in customers.

Let me share the story behind the day and why it matters.

A Special Day to Spotlight Small Shops

Back in 2010, at the peak of the recession, American Express founded Small Business Saturday to encourage holiday shoppers to support local enterprises. Why then?

Main streets were struggling as corporate chains expanded. From the trusted corner bakery to the family-owned hardware store, these small shops create jobs and bring uniqueness to communities. The day after the frenzy of Black Friday seemed the perfect time to spotlight them.

When the next few Small Business Saturdays rolled around, foot traffic surged showing the concept resonated.

By 2015, an estimated $16.2 billion was spent at independent retailers and restaurants. The numbers keep climbing.

Last year? An impressive $23 billion, according to American Express research.

The nationwide initiative has also earned formal backing.

In 2011, the Small Business Administration (SBA) signed on as an official sponsor. With consumers and the government on board, the day has become an integral part of the busiest shopping season.

Why Support Small Businesses? The Heart of the Community

You’ve likely seen social media posts or storefront signs cheering ‘Shop Small’ as the holiday nears. But what’s behind this rallying cry? Local companies give neighborhoods flavor through goods and services unavailable elsewhere. They also positively impact communities.

As a patron reveling in a shop’s cozy charm or biting into a gooey pastry from the bakery down the street, the personal touches shine through. The website Practice Spark further highlights small businesses as places where:

• Owners and staff recognize regular customers by name or order
• Locals gather to connect about town happenings
• Shoppers find unique items handmade by local artisans

Beyond being informal community hubs, data shows small enterprises make concrete economic differences too. For example:

• Employ ~47.5% of all US workers (SBA)
• Create 2/3 of net new jobs (Forbes)
• Represent 99.9% of all firms

Small shops also drive job growth in other local industries through hiring and commerce. This ‘multiplier effect’ stems from how employees spend paychecks at other area businesses thus supporting their operations too.

Moreover, the SBA reports when consumers swap just $100 spending from a national retailer to local ones, ~$48 stays in the community. When incomes rise for entrepreneurs, they also spend more money close to home like renovating properties or visiting the theater.

Getting Ready for the Big Day

With the vitally important role small retailers play, it is no wonder communities relish Small Business Saturday. Aside from big sales driving customers in, shops pull out all the stops with fun freebies and festivities too.

Spreading Cheer

As the holiday season goes, what beats a free gift or cookie? To show gratitude during their biggest revenue day, many owners give out:

• Goodies -Hot chocolate or candy canes
• Giveaways – Tote bags or ornaments
• Samples – Skin creams or specialty food tastes

Other festive activities like holiday music, drink specials, or prize drawings aim to make shopping locally fun while keeping dollars nearby.

Staffing Up

To manage the influx, having all hands on deck is crucial. Some businesses even close early the day before to prepare. Common steps include:

• Ordering extra inventory
• Decorating windows or interiors
• Finalizing sales promotions and signs
• Reviewing staffing needs and scheduling
• Ensuring enough change is available

Spreading the Word

Weeks before, successful owners also start promoting through:

• Social media outreach
• In-store flyers or bag stuffers
• Local newspaper ads
• Radio partnerships

This year, businesses wanting support should register on American Express’ Shop Small map showing participating spots.

What Goes Down on the Big Day?

When Small Business Saturday arrives, shops often open early to snag excited customers. Popular stores see lines at dawn vying to land limited-supply items or first dibs on baked goods.

Throughout the day, shoppers flock in to snag deals, enter contests, and soak up festivities alongside neighbors. Supportive communities turn up in force sporting Small Business Saturday shirts or tote bags.

Often local dignitaries like the mayor or chamber president will kick off the event with a ribbon cutting or stop by to shop too. Beyond rallies and special perks, the day feels steeped in holiday spirit and hometown pride.

Small Business Saturday 2023 and Looking Ahead

This year, Small Business Saturday falls on November 25 – a prime date between Black Friday and Cyber Monday.

• Retailers can attract deal-seekers who didn’t find what they wanted the day before.
• The next Monday focuses on online sales, so brick-and-mortar can capture buyers wanting to shop locally.

With past spending records smashed annually nationwide, projections for 2023 look robust. Mastercard SpendingPulse predicts a holiday retail increase of 7.1% over 2022 with specialty apparel and electronics selling well.

For small shops, the 2021 NFIB survey found:

• 33% intend to put out more holiday promotions
• 21% will boost inventory
• 34% plan special Small Business Saturday discounts

This data suggests another strong showing as local retailers work to match national chains on price while touting service and community ties.

In the 14 years since starting, Small Business Saturday has exceeded expectations of an event bringing attention to local enterprises once largely overshadowed by big-box competition.

With SBA statistics showing small businesses employing almost 50% of all US workers across thousands of communities, here’s hoping support for local shop owners only grows year after year.

When you’re deciding where to spend money this holiday season and year-round, I encourage putting small shops at the top of your list.

Grab a friend and stroll the main street, chat with a skilled artisan, or taste a warm cookie from the corner bakery. Not only will you find perfect gifts, but you’ll also support the backbone of neighborhoods across America.