Small Business Saturday: Strategies for Success in 2026<\/title>\n<meta name=\"description\" content=\"Small Business Saturday is November 28. Get email, social, and event ideas to attract customers and keep them coming back.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Small Business Saturday: Marketing Strategies for Success in 2026\" \/>\n<meta property=\"og:description\" content=\"Small Business Saturday is November 28. Get email, social, and event ideas to attract customers and keep them coming back.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/\" \/>\n<meta property=\"og:site_name\" content=\"Constant Contact\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/constantcontact\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-25T16:23:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-25T16:40:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.constantcontact.com\/blog\/wp-content\/uploads\/2024\/11\/small-business-saturday.png\" \/>\n\t<meta property=\"og:image:width\" content=\"796\" \/>\n\t<meta property=\"og:image:height\" content=\"316\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Whitney Filloon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@constantcontact\" \/>\n<meta name=\"twitter:site\" content=\"@constantcontact\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/\"},\"author\":{\"name\":\"Whitney Filloon\",\"@id\":\"https:\/\/www.constantcontact.com\/blog\/#\/schema\/person\/49ba49fe6fad1cb34ca193985cda884b\"},\"headline\":\"Small Business Saturday: Marketing Strategies for Success in 2026\",\"datePublished\":\"2026-08-25T16:23:29+00:00\",\"dateModified\":\"2026-08-25T16:40:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/\"},\"wordCount\":2454,\"publisher\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.constantcontact.com\/blog\/wp-content\/uploads\/2024\/11\/small-business-saturday.png\",\"keywords\":[\"email markeitng ideas\",\"email marketing\",\"event marketing\",\"shop small\",\"small business\",\"small business marketing\",\"small business saturday\",\"social media marketing\"],\"articleSection\":[\"Seasonal Marketing\",\"Small Business Marketing\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/\",\"url\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/\",\"name\":\"Small Business Saturday: Strategies for Success in 2026\",\"isPartOf\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.constantcontact.com\/blog\/wp-content\/uploads\/2024\/11\/small-business-saturday.png\",\"datePublished\":\"2026-08-25T16:23:29+00:00\",\"dateModified\":\"2026-08-25T16:40:39+00:00\",\"description\":\"Small Business Saturday is November 28. 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{"id":163784,"date":"2026-08-25T12:23:29","date_gmt":"2026-08-25T16:23:29","guid":{"rendered":"https:\/\/www.constantcontact.com\/blog\/?p=163784"},"modified":"2026-08-25T12:40:39","modified_gmt":"2026-08-25T16:40:39","slug":"small-business-saturday","status":"publish","type":"post","link":"https:\/\/www.constantcontact.com\/blog\/small-business-saturday\/","title":{"rendered":"Small Business Saturday: Marketing Strategies for Success in 2026"},"content":{"rendered":"\n

What it is:<\/strong> Small Business Saturday is the Saturday after Thanksgiving (November 28, 2026) when shoppers are encouraged to support local businesses.<\/li>\n\n\n\n
Why it matters:<\/strong> For many local owners, holiday sales can account for a huge share of the year, so one strong Saturday can set up the whole season.<\/li>\n\n\n\n
Your game plan:<\/strong> Pair a simple email series with social posts and a small in-store event so people know when to show up and what to expect.<\/li>\n\n\n\n
After the day:<\/strong> Thank new customers, welcome them to your list, and keep holiday promotions going so Saturday traffic turns into repeat business.<\/li>\n<\/ul>\n\n\n\n
The holidays are a busy time of year for most people, but for small businesses, they’re a make-or-break season. According to Constant Contact’s 2025 Small Business Holiday Outlook report<\/a>, 60% of small businesses say the holiday season accounts for up to half of their annual sales. That means every email and every social post counts, especially as Small Business Saturday approaches.<\/p>\n\n\n\n
But there’s still plenty of time to create buzz, connect with customers, and turn one day into a wave of holiday momentum. Whether you’re sending an email campaign, planning a flash sale, figuring out how to get more foot traffic, or all of the above, this guide will show you how to make the most of Small Business Saturday.<\/p>\n\n\n\n
When is Small Business Saturday 2026?<\/h2>\n\n\n\n
Small Business Saturday falls on the Saturday after Thanksgiving (this year, that’s November 28, 2026).<\/p>\n\n\n\n
Created by American Express in 2010, it encourages consumers to shop at local small businesses during Thanksgiving weekend, one of the busiest shopping stretches of the year. On its Shop Small Resource Hub<\/a>, American Express reports that total estimated spend at small businesses on Small Business Saturday in the U.S. has reached about $241 billion since tracking began (based on consumer surveys, not actual receipts).<\/p>\n\n\n\n
American Express launched the day to drive spend to neighborhood shops, and the U.S. Small Business Administration<\/a> has officially co-sponsored it since 2011.<\/p>\n\n\n\n
According to the American Express 2025 Small Business Economic Impact Study (summarized on Amex’s Shop Small<\/a> page), 68 cents of every dollar spent at a U.S. small business stays in the local community. That’s why a Saturday “shop small” push can matter far beyond one receipt.<\/p>\n\n\n\n
And here’s the best part: Customers who shop small don’t just show up once. They keep coming back. According to Constant Contact’s 2025 Small Business Holiday Outlook report<\/a>, 72% of consumers return to the same small businesses each holiday season.<\/p>\n\n\n\n
That loyalty means one great Small Business Saturday experience can spark long-term relationships and set you up for a strong start to the new year.<\/p>\n\n\n\n
How to participate in Small Business Saturday<\/h2>\n\n\n\n
Any independent business can participate in Small Business Saturday. Simply by doing business in your local area on November 28, you’re already participating!<\/p>\n\n\n\n
But by taking some intentional steps to promote yourself, you can showcase your products or services and encourage people to patronize your business on Small Business Saturday.<\/p>\n\n\n\n
Here are a few ways you can get involved:<\/p>\n\n\n\n
\n
Offer a special deal or event.<\/strong> According to Constant Contact’s Small Business Holiday Outlook 2025<\/a>, 70% of consumers plan to actively seek deals and discounts due to rising prices. Try a one-day discount, early access for loyal customers, or a free gift with purchase.<\/li>\n\n\n\n
Collaborate with other local businesses.<\/strong> Team up for a pop-up market or a “shop local” discount card that gives customers a deal at multiple stores.<\/li>\n\n\n\n
Promote your participation online.<\/strong> Announce your plans on social and in email, using hashtags like #ShopSmall and #SmallBusinessSaturday to get discovered.<\/li>\n\n\n\n
Decorate or brand your space.<\/strong> Add window signs, posters, or festive displays to show you’re part of the movement.<\/li>\n\n\n\n
Plan your timing.<\/strong> Announce early and send reminders to let people know about Small Business Saturday and how to support your business. Use the 7-day sprint below to stay on track.<\/li>\n<\/ul>\n\n\n\n
You can also work with American Express to get your business on the official Shop Small map<\/a>, which is a great way to get more exposure to new potential customers. Map eligibility is set by American Express (for example, U.S. location, accepting American Express, and meeting its size and industry rules), so check the current Shop Small map FAQs<\/a> before you update your merchant profile.<\/p>\n\n\n\n
Your 7-day Small Business Saturday sprint<\/h3>\n\n\n\n
Short on time? Here’s a simple checklist you can run the week of the event:<\/p>\n\n\n\n
\n
T-7 (one week out):<\/strong> Lock your offer, hours, and any in-store extras. Draft your announcement email and first social posts.<\/li>\n\n\n\n
T-6:<\/strong> Design one mobile-friendly email and schedule it. Prep window signs or a simple display.<\/li>\n\n\n\n
T-5:<\/strong> Send your announcement email. Post your deal and hours on social with #ShopSmall.<\/li>\n\n\n\n
T-4:<\/strong> Confirm staff coverage and inventory for your top sellers. Invite nearby businesses to cross-promote.<\/li>\n\n\n\n
T-3:<\/strong> Share a behind-the-scenes or product spotlight post. Add your location and hours to every caption.<\/li>\n\n\n\n
T-2 \/ T-1:<\/strong> Send a short reminder email the day before. Post Stories or a Reel walking people through what to expect.<\/li>\n\n\n\n
Day of:<\/strong> Post that you’re open, greet shoppers, collect emails (fairly and clearly), and capture a few photos for your thank-you follow-up.<\/li>\n<\/ul>\n\n\n\n
Email marketing tips for Small Business Saturday success<\/h2>\n\n\n\n
If you only have time to focus on one channel ahead of Small Business Saturday, consider making it email. It’s a guaranteed way to reach your customers, share your plans, and get people excited about Small Business Saturday without fighting social media algorithms for attention. No need for a complicated campaign; a few thoughtful, well-timed messages can make a big impact.<\/p>\n\n\n\n
1. Send three short, focused emails<\/h3>\n\n\n\n
Keep it simple:<\/p>\n\n\n\n
\n
Announcement email (3-5 days out):<\/strong> Let customers know what you’re planning, special deals, extended hours, or in-store events.<\/li>\n\n\n\n
Reminder email (day before):<\/strong> Build excitement with a quick “See you tomorrow!” message and a reminder of what you’re offering.<\/li>\n\n\n\n
Thank you email (day after):<\/strong> Express gratitude, share photos, and invite customers to shop again before the holidays.<\/li>\n<\/ul>\n\n\n\nPro tip:<\/strong> Create all three emails at once and schedule them ahead of time using automation<\/a>, so your email promotion is handled while you’re busy running your business.<\/p>\n\n\n\n
2. Make your subject lines clear and clickable<\/h3>\n\n\n\n
Your subject line needs to be intriguing enough to make readers open your message. Use clear, specific language that highlights your offer or event.<\/p>\n\n\n\n
Try something like:<\/p>\n\n\n\n
\n
“Get 20% off on Small Business Saturday!”<\/li>\n\n\n\n
“Celebrating YOU this Small Business Saturday”<\/li>\n\n\n\n
“Thank you for shopping small! Here’s a gift just for you.”<\/li>\n<\/ul>\n\n\n\n
3. Keep your design clean and mobile-friendly<\/h3>\n\n\n\n
Plenty of customers check email on a phone first, so make sure your emails are easy to read on a small screen. Use one image, break up blocks of text so they’re easy to read, and include one simple call-to-action. Make it clear what you want your audience to do, whether that’s shop online, RSVP for your event, or visit your business in person.<\/p>\n\n\n\n
4. Personalize your emails<\/h3>\n\n\n\n
Use your customers’ first names or reference their past purchases using personalized emails<\/a>. Even small touches like “Hey Jamie, we can’t wait to see you this Saturday!” can make your message feel warm and welcoming.<\/p>\n\n\n\n
5. Include a clear call to action<\/h3>\n\n\n\n
Tell your readers exactly how to support you on Small Business Saturday. Put a single button in your email with language like:<\/p>\n\n\n\n
\n
“Shop Now”<\/li>\n\n\n\n
“Plan Your Visit”<\/li>\n\n\n\n
“RSVP Now”<\/li>\n<\/ul>\n\n\n\n
6. Track your results<\/h3>\n\n\n\n
After your emails send, check your open and click rates. See which subject lines or offers performed best, and use that information to inform your next campaign.<\/p>\n\n\n\n
Pro tip:<\/strong> With Constant Contact’s email reporting<\/a>, you can easily see how your emails are performing (no spreadsheets required, because who’s got the time?).<\/p>\n\n\n\n
Social media ideas to promote Small Business Saturday<\/h2>\n\n\n\n
Build excitement for Small Business Saturday with a few social posts; you don’t need a huge following to make it work. Here’s how to grab attention, encourage sharing, and get your community talking.<\/p>\n\n\n\n
1. Do a countdown<\/h3>\n\n\n\n
Post once a day leading up to Saturday to remind followers what’s coming. Show behind-the-scenes photos, feature your bestsellers, or introduce your team. Even a quick “3 days to go!” Story or Reel keeps your shop top of mind.<\/p>\n\n\n\n
2. Share your best deals and events early<\/h3>\n\n\n\n
Give your audience a reason to stop scrolling and start planning their visit. Post your special offers, giveaways, or event details with an eye-catching image and clear caption.<\/p>\n\n\n\n
Pro tip:<\/strong> Always include your hours and location in the caption so people know exactly when and where to find you.<\/p>\n\n\n\n
3. Use the right hashtags<\/h3>\n\n\n\n
Boost visibility by tagging your posts with hashtags like #SmallBusinessSaturday, #ShopSmall, #ShopLocal, and #YourCityName (for example, #ShopLocalBoston). These help nearby shoppers discover your business even if they don’t follow you yet.<\/p>\n\n\n\n
4. Go live or post a quick video<\/h3>\n\n\n\n
Try filming a quick walkthrough of your shop, a peek at what’s on sale, or a message from your team saying thank you to your customers. It’s a great way to set yourself apart from the big faceless corporations and promote shopping small.<\/p>\n\n\n\n
5. Post the morning of (and after)<\/h3>\n\n\n\n
On Saturday, share real-time photos, customer smiles, or an early-morning “We’re ready for Small Business Saturday!” post. The next day, post a quick thank you message with a few highlights.<\/p>\n\n\n\n
Pro tip:<\/strong> Save your Stories as a “Small Biz Saturday” highlight on Instagram. Then you’ll have content to reuse next year.<\/p>\n\n\n\n
Small Business Saturday event ideas to get people in the door<\/h2>\n\n\n\n
Small Business Saturday is the perfect excuse to turn your physical location into an experience. No need to plan a full-blown party, just something small that will make people want to stop in, shop, and tell their friends about it.<\/p>\n\n\n\n
Here are a few event ideas that work for small businesses:<\/p>\n\n\n\n
1. Host a “Shop & Sip” or “Shop & Snack”<\/h3>\n\n\n\n
Offer free coffee, cider, and\/or light bites while customers browse. It’s an easy way to make your space feel welcoming (and bonus, it keeps shoppers around longer!).<\/p>\n\n\n\n
2. Run a giveaway or raffle<\/h3>\n\n\n\n
Offer a prize for one lucky shopper or give a small freebie to the first 25 customers through the door. Announce the giveaway ahead of time via email and social media to build excitement.<\/p>\n\n\n\n
3. Collaborate with nearby businesses<\/h3>\n\n\n\n
Join forces with other local shops for a mini pop-up market or a shared giveaway. When you promote each other, everyone benefits.<\/p>\n\n\n\n
4. Offer an exclusive experience<\/h3>\n\n\n\n
Host a class, demo, or tasting related to what you sell. It could be anything from gift wrapping tips to how to style a holiday table to a tasting of local wines. Events like this help your business get known as a knowledgeable player in your industry.<\/p>\n\n\n\n
5. Celebrate your community<\/h3>\n\n\n\n
Dedicate a portion of sales to a local cause or charity and let your customers know about it. Shoppers love seeing small businesses giving back, especially around the holidays, and it encourages them to spend money with you.<\/p>\n\n\n\n
Keep the momentum going after Small Business Saturday<\/h2>\n\n\n\n
Think of Small Business Saturday as the start of your busiest (and most profitable) season. Once the excitement of the day is over, take a few simple steps to keep the energy, and your sales, going strong.<\/p>\n\n\n\n
1. Say thank you<\/h3>\n\n\n\n
Send a quick thank you email or post a message of gratitude on social media. Include a few photos from the day and thank your community for showing up.<\/p>\n\n\n\n
Pro tip:<\/strong> Add a small “thank you” offer, like 10% off a December purchase or a free gift with their next order.<\/p>\n\n\n\n
2. Keep in touch with new customers<\/h3>\n\n\n\nAccording to Constant Contact’s Small Business Holiday Outlook 2025<\/a>, 88% of consumers are likely to become repeat customers after a holiday purchase. So if you collected new email addresses during Small Business Saturday, don’t let those connections go cold. Add them to your list and send a short welcome series<\/a> to continue building that relationship.<\/p>\n\n\n\n
3. Plan your next campaign<\/h3>\n\n\n\n
Keep your post-Saturday momentum going by planning your next promotion right away, whether it’s a holiday gift with purchase or a New Year’s sale. Review what worked for Small Business Saturday, reuse your best content, and schedule at least one follow-up email while your customers are still engaged.<\/p>\n\n\n\n
Pro tip:<\/strong> Set up an automated holiday email campaign to keep new customers shopping with you through the rest of the season.<\/p>\n\n\n\n
Make the most of Small Business Saturday<\/h2>\n\n\n\n
Small Business Saturday may only come once a year, but the connections you build can keep your business growing all year long. When you follow up, stay consistent, and keep showing up for your customers, they’ll keep showing up for you — not just on one Saturday in November, but again and again.<\/p>\n\n\n\n
Looking for more holiday marketing ideas to maximize your returns this season? Download our free Holiday Glow-up Guide<\/a><\/strong> below to get everything you need to create successful marketing campaigns, including festive inspiration for email, social media, SMS text messaging, and events.<\/p>\n\n\n\n

4. Personalize your emails<\/h3>\n\n\n\n
Use your customers’ first names or reference their past purchases using personalized emails<\/a>. Even small touches like “Hey Jamie, we can’t wait to see you this Saturday!” can make your message feel warm and welcoming.<\/p>\n\n\n\n

1. Host a “Shop & Sip” or “Shop & Snack”<\/h3>\n\n\n\n
Offer free coffee, cider, and\/or light bites while customers browse. It’s an easy way to make your space feel welcoming (and bonus, it keeps shoppers around longer!).<\/p>\n\n\n\n

2. Run a giveaway or raffle<\/h3>\n\n\n\n
Offer a prize for one lucky shopper or give a small freebie to the first 25 customers through the door. Announce the giveaway ahead of time via email and social media to build excitement.<\/p>\n\n\n\n

3. Collaborate with nearby businesses<\/h3>\n\n\n\n
Join forces with other local shops for a mini pop-up market or a shared giveaway. When you promote each other, everyone benefits.<\/p>\n\n\n\n

5. Celebrate your community<\/h3>\n\n\n\n
Dedicate a portion of sales to a local cause or charity and let your customers know about it. Shoppers love seeing small businesses giving back, especially around the holidays, and it encourages them to spend money with you.<\/p>\n\n\n\n

Keep the momentum going after Small Business Saturday<\/h2>\n\n\n\n
Think of Small Business Saturday as the start of your busiest (and most profitable) season. Once the excitement of the day is over, take a few simple steps to keep the energy, and your sales, going strong.<\/p>\n\n\n\n

Small Business Saturday FAQ<\/h2>\n\n\n\n

When is Small Business Saturday in 2026?<\/h3>\n\n\n\n
In 2026, Small Business Saturday is Saturday, November 28. It always falls on the Saturday after U.S. Thanksgiving.<\/p>\n\n\n\n

Who started Small Business Saturday?<\/h3>\n\n\n\n
American Express created Small Business Saturday in 2010. The U.S. Small Business Administration has cosponsored the day since 2011.<\/p>\n\n\n\n

Do I need to register to participate?<\/h3>\n\n\n\n
No. You can participate simply by being open and promoting your business. Optional listing on the official Shop Small map usually requires meeting current American Express eligibility rules (check Amex’s map FAQs for details).<\/p>\n\n\n\n

6. Track your results<\/h3>\n\n\n\nAfter your emails send, check your open and click rates. See which subject lines or offers performed best, and use that information to inform your next campaign.<\/p>\n\n\n\n

1. Do a countdown<\/h3>\n\n\n\nPost once a day leading up to Saturday to remind followers what’s coming. Show behind-the-scenes photos, feature your bestsellers, or introduce your team. Even a quick “3 days to go!” Story or Reel keeps your shop top of mind.<\/p>\n\n\n\n

1. Host a “Shop & Sip” or “Shop & Snack”<\/h3>\n\n\n\nOffer free coffee, cider, and\/or light bites while customers browse. It’s an easy way to make your space feel welcoming (and bonus, it keeps shoppers around longer!).<\/p>\n\n\n\n

2. Run a giveaway or raffle<\/h3>\n\n\n\nOffer a prize for one lucky shopper or give a small freebie to the first 25 customers through the door. Announce the giveaway ahead of time via email and social media to build excitement.<\/p>\n\n\n\n

3. Collaborate with nearby businesses<\/h3>\n\n\n\nJoin forces with other local shops for a mini pop-up market or a shared giveaway. When you promote each other, everyone benefits.<\/p>\n\n\n\n

5. Celebrate your community<\/h3>\n\n\n\nDedicate a portion of sales to a local cause or charity and let your customers know about it. Shoppers love seeing small businesses giving back, especially around the holidays, and it encourages them to spend money with you.<\/p>\n\n\n\n

Keep the momentum going after Small Business Saturday<\/h2>\n\n\n\nThink of Small Business Saturday as the start of your busiest (and most profitable) season. Once the excitement of the day is over, take a few simple steps to keep the energy, and your sales, going strong.<\/p>\n\n\n\n

Small Business Saturday FAQ<\/h2>\n\n\n\n

When is Small Business Saturday in 2026?<\/h3>\n\n\n\nIn 2026, Small Business Saturday is Saturday, November 28. It always falls on the Saturday after U.S. Thanksgiving.<\/p>\n\n\n\n

Who started Small Business Saturday?<\/h3>\n\n\n\nAmerican Express created Small Business Saturday in 2010. The U.S. Small Business Administration has cosponsored the day since 2011.<\/p>\n\n\n\n

Do I need to register to participate?<\/h3>\n\n\n\nNo. You can participate simply by being open and promoting your business. Optional listing on the official Shop Small map usually requires meeting current American Express eligibility rules (check Amex’s map FAQs for details).<\/p>\n\n\n\n

1. Do a countdown<\/h3>\n\n\n\n
Post once a day leading up to Saturday to remind followers what’s coming. Show behind-the-scenes photos, feature your bestsellers, or introduce your team. Even a quick “3 days to go!” Story or Reel keeps your shop top of mind.<\/p>\n\n\n\n