6 real retail owners share what works on Small Business Saturday
If you stop by Callie’s Hot Little Biscuit on Small Business Saturday, you may be in luck. They usually dole out free samples of homemade shortbread biscuits slathered in vanilla icing and topped with sprinkles.
“We roll out the welcome mat with special discounts, free samples and plenty of reasons for first-time guests to come in, taste what we bake and fall in love with what makes small businesses special,” said Carrie Morey, owner of the Charleston, South Carolina, business.
Global Payments talked to six small retail owners about ways to make the most of Small Business Saturday. They agreed the best thing to do is create experiences customers will enjoy and remember. The worst? Throw some sale tags up and call it a day.
Why does Small Business Saturday matter?
Small Business Saturday this year is Nov. 28, the first Saturday after Thanksgiving. American Express launched it in 2010 to encourage shoppers to patronize local, independent businesses, and the U.S. Small Business Administration (SBA) has co-sponsored it since 2011. The SBA calls it “one of the most important economic drivers of the year.”
The stakes are high: America’s 36 million small businesses make up 99% of all businesses, employ nearly half of the private workforce and contribute about half of GDP, according to the SBA. In 2025, American Express’s Consumer Insights survey reported an estimated $18 billion was spent shopping at retailers and restaurants on Small Business Saturday.
How can you start building buzz now?
If you haven’t started planning, now is the time. Let your community know what’s coming and remind them what makes you special:
- Promote the day on social media and in your store.
- Share video stories about your team’s craftsmanship leading up to the weekend.
- Email your best customers in advance with a special discount or bonus gift. Your retail point of sale (POS) data can show you who they are.
Anthony Arechiga, who advises independent jewelry stores as vice president of sales at GemFind, tells his clients to toot their own horns.
“Highlighting your unique behind-the-scenes artistry turns passive social scrollers into motivated foot traffic for your shop,” he said.
Why is this more than a sale?
Unique is key. Eric Turney, president of The Monterey Company in Bend, Oregon, says to think about experiences customers could never find at a big-box store.
“My biggest advice is to make the day feel different from an ordinary sale,” Turney said. “People are choosing to shop small for a reason. Give them something local, limited or memorable that they cannot get from a large online retailer.”
Gabriel Ciupek, owner of Midwest Amber in Batavia, Illinois, says to lean into what makes you “genuinely irreplaceable.” The real missed opportunity, he said, is treating the day like a sale event instead of a trust-building event.
“Your goal shouldn’t just be transactions on November 28 — it should be turning first-time walkers-in into customers who come back for the next anniversary, birthday or milestone gift,” he said.
Why not team up with other shops on your block?
Collaborating with other small retailers can bring in new faces. Here are two fun ways to do it:
- Passport program: Customers collect a stamp at each participating store to earn rewards or prizes.
- Cross-promotion: Invite a nearby coffee shop to offer their signature latte in your store, suggests Merritt Wakefield, a senior copywriter at Global Payments and former stationery store owner in Tulsa, Oklahoma.
Can your checkout keep up?
Wakefield recommends a test run of your POS before the day to make sure it can handle anticipated lines.
“Be sure your POS systems and card readers are working well and consider upgrades now, so your staff is trained on how things work,” Wakefield said.
Keep your offer simple
Wakefield’s other big tip: Don’t overcomplicate the sale. One year, her store ran 15% off $50+ and 20% off $100+. She called it “annoying” and now recommends a flat discount, or a strategic one based on how much product you have.
What else do retailers recommend?
Turn shopping into an event. At Central Home Supply in Scotts Valley, California, they host a live product demonstration day with complimentary food and drinks. In the past, they’ve held live installation demos for specialty paving products, turning the store into a workshop, said Vice President Reed Santee.
“I’ve found that the best way to draw a crowd on Small Business Saturday is by turning shopping into an interactive, educational event,” Santee said.
Make it a celebration. For Alex Schneider and Christina Rosso-Schneider, owners of A Novel Idea on Passyunk in Philadelphia, Pennsylvania, the whole week is special: It coincides with Schneider's birthday, Black Friday and the bookshop’s anniversary (8 this year). They’ve had success with a three-day “shop small” sale, a “Blind Date with a Book” (books wrapped with handwritten clues) and promotions that let customers earn classes, merch and even date nights at the shop. This year, a favorite local author is joining as a guest bookseller.
“For all events, including Small Business Saturday, we have learned to trust ourselves. For us, that means stocking the products we love, supporting the authors that support small businesses and running specials that are exciting for our customers, but aren’t too difficult or expensive for us to offer,” Schneider said. “It took some time, but we found better sales and more confidence being who we want to be. Not just chasing trends but putting our genuine selves on the shelf!”
Need more creative ideas? Here are a few to borrow from the panel of retailers
- Free samples or special trinkets
- Gift-wrapping events
- Free consultations, personalized selection sessions or complimentary services, like jewelry cleanings
- Mini-workshops, live music or kids’ activities
- A fun giveaway customers will want to show off on social media and tag you in
This story was produced by Global Payments and reviewed and distributed by Stacker.
