Small Business Saturday: Resources for Small Business Owners and Special Events for Consumers

Learn how to foster shopping small and where to pick-up gifts this season.

Small Business Saturday is an annual event that takes place nationwide on the Saturday following Thanksgiving. This year it falls on Saturday, November 30, and presents opportunities for small businesses to encourage their community to shop small in anticipation of the holiday season.

Tools and Resources for Small Business Owners

Originally founded by American Express in 2010 as a way for small businesses, devastated by the financial crisis of 2008, to increase web and foot traffic to their organizations. Since its inception, consumers have spent an estimated $201 billion with small businesses on Small Business Saturday. This season marks the 15th anniversary of the campaign, and American Express has released new marketing resources for business owners.
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In addition, the U.S. Chamber of Comme4rce has released social media materials and guides for small business to help make the most of the event:

• How to Sign Up for the Small Business Saturday 'Shop Small' Map
• How Any Business Can Make the Most of Small Business Saturday
• 5 Consumer Insights That Will Help You Connect With Customers On Small Business Saturday and During The Holiday Season
• AI Prompts to Prepare for Small Business Saturday

Economic Outlook for the Holiday Season

Designating a day in their honor reminds us that small businesses rely on our patronage during critical consumer shopping seasons as well as year-round. This year, support for small businesses is especially important as consumers are expected to spend $191 less at small businesses this holiday season, a 40% downturn from last year, as rising costs and continued inflationary pressures are causing a pull back on spending.

This could cause a strain on small businesses who rely on holiday sales to drive profit, as 61% say holiday revenue is a key factor to the success of their business, according to data from Quickbooks.

However, while total consumer spend is expected to be down, the positive outlook for small businesses this season is that consumers remain loyal to supporting and shopping small. Nearly half of consumers (47%) said a key reason they choose to shop at a small business over a larger retailer is their desire to contribute to their communities and support overall entrepreneurial success.

Benefits of Shopping Small

Keeping dollars circulating in local economies is a big benefit of Small Business Saturday. Almost half of every dollar spent at a local business recirculates throughout the local economy, compared to just 13% for chain stores, according to the American Independent Business Alliance.

The items found in small businesses are often made by hand in small batches, resulting in one-of-a-kind pieces. Local stores are often able to offer customized products, hands-on service, and other personal touches that big box stores simply cannot. In fact, 52% of consumers say they purchase from small businesses to find unique gifts or offerings that can't be found at big retailers.
Additionally, consumers who are looking to avoid the stressors of holiday shopping are favoring small businesses with 1 in 3 consumers noting a desire to avoid crowded or busy big retail stores during the holiday shopping rush in favor of shopping small.

Shopping Small in Tacoma-Pierce County

Many small businesses are already preparing for the influx of consumers who are eager to shop small on November 30, and there are a number of local events taking place that Tacoma-Pierce businesses and consumers can participate in this season.

• A few stores on 11th Street in downtown Tacoma are hosting a Small Business Day Extravaganza on November 30 from 10am-8pm, with specials, pop-ups, and treats for guests.
• Consumers can also attend the Black Night Market-Holidaze  at the Tacoma Armory from 2-8pm, and select from vendors offering art, fashion, snacks, music, and more from local BIPOC members and makers.
• In downtown Puyallup, Window Walk and Wassail will have holiday-themed window displays, refreshments, gifts, and more for visitors in the area.

If you’re unable to shop on Small Business Saturday, there’s a number of events taking place in early December to choose from.

• The Downtown Tacoma Partnership is hosting a Holiday Haul Crawl from December 3-14, featuring a series of events and interactive engagements for consumers to shop with glee and cross-off their gifting needs following Small Business Saturday and in early December.
• On December 1, from 11am-5pm, Midsommar Bakery is hosting a Tacoma Winter Market, for consumers to pick up pastries and treats, alongside art, photography, clothing, tea and more, inside the Sons of Norway center on 1106 S. 15th Street.
• The Tacoma Sunday Market will be hosting a vintage-focused market on Sunday, December 1, from 11am-4pm, with clothing, art, jewelry and other wares, plus food, drink, music, photo booths and live workshops.

Shopping Small Online

With the growth of the digital economy, more entrepreneurs are starting or moving their businesses online. This year, many consumers plan to shop equally online and in-person for the holidays (compared with only 26% who say they plan to shop primarily in-person and 23% who say they plan to shop primarily online).

Social media is becoming a popular platform for small businesses to market and sell their products. Over half of small business owners (52%) say they plan to use social media platforms in order to sell products or services this holiday season—more than any other platform, including their own website. Facebook, Instagram, and TikTok are top social platforms of choice for both small businesses and their customers.
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The Tacoma-Pierce County Chamber is proud to support small businesses in our region. As you shop for gifts this season, don’t forget about the numerous small businesses that support your local economy and employ your friends and neighbors.