Small Business Saturday 2023

Small Business Saturday was created during the midst of the recession in 2010. Conceived by American Express, the event encourages holiday shoppers to shop local the day after Black Friday. Since then the event has grown. A whopping 51 million people went out to shop small on Small Business Saturday 2021 (National Retail Federation). The 2022 event had some eye-popping statistics as well.

Stats from Small Business Saturday 2022 (American Express)

• Spending on the day reached $17.9 billion, an increase of over 14 billion from the estimated 2012 event.
• According to the 2022 Small Business Saturday Consumer Insights Survey 72% of shoppers said Small Business Saturday makes them want to shop and dine at small, independently-owned retailers and restaurants all year long.

Most communities leave the event to the local chamber of commerce if there is one. But for the smaller communities, there is often no chamber of commerce or other organization to lead the event.

Even if your community has an organization to lead the charge in preparing for Small Business Saturday, the local government should take a role in the event. Small Business Saturday not only helps your community’s local economic base, but it also brings extra sales taxes to communities with a sales tax in place.

A few communities have moved the kickoff of the holiday season activities to that day. It actually makes sense as it is at the start of the shopping season. The shift is also not that far from the typical holiday kickoff event, which is usually near the start of December. The main drawback is committing staff to an event that cuts off their Thanksgiving break. Hence, the level of community involvement in Small Business Saturday needs more thought than a knee-jerk reaction.

Social Involvement

One way for a local government to become more involved with Small Business Saturday is through social media. This may be relatively simple if your community has a chamber of commerce or other entity organizing the event. The social media campaign may have already been created. Then it is almost as simple as copying over into your own accounts.

Through a new partnership, American Express and TikTok will launch the #ShopSmall Accelerator in early November. The #ShopSmall Accelerator will help small businesses learn how to become more effective marketers on the platform. Through the content hub, small merchants have access to tips, tutorials, and other tools, including a $100 TikTok advertising credit offer for eligible small businesses. Through the creation of the hub, American Express and TikTok hope to meet their goal of helping small businesses reach a younger, more digitally-driven generation of shoppers on Small Business Saturday and throughout the holiday season.

Communities Can Get Social Too

Communities can get into the digital fray as well this holiday season. The Town of Clarkstown put together the following simple, yet well-done video to support their local small businesses on Small Business Saturday. A teacher for an applicable class in your local high school or community college might be willing to help out as part of a learning opportunity for their class as well.

Just Show Support

Your community doesn’t need to go all-out and make a video like the Town of Clarkstown. But it is a good idea to show support to your local small businesses with an organized event or activities during Small Business Saturday.