Small Business Saturday Sees Record Support as Americans Shop Local
Sunday, November 30, 2025
Following Black Friday's $11.8 billion in online spending, shoppers redirected their dollars to Main Street on Small Business Saturday, with an estimated $22 billion spent supporting local merchants. The shopping holiday, created by American Express and co-sponsored by the Small Business Administration, has generated over $220 billion for small businesses since 2010.
Small Business Saturday 2025 brought crowds of shoppers to local stores across America, particularly in New England where markets like Boston's Seaport Holiday Market saw long lines and enthusiastic crowds. The annual shopping day, observed the Saturday after Thanksgiving, encourages consumers to support the 36 million small businesses that employ roughly half of the private-sector workforce and generate nearly half of U.S. GDP. SBA Administrator Kelly Loeffler emphasized that "when we as consumers take part in Small Business Saturday, we're investing in the workers and job creators who power our own communities." Small business owners anticipate nearly 20% of their annual sales will come from this single day, with small business confidence reportedly at a seven-year high. From specialty spice vendors at the Snowport Market to independent bookstores like Frugal Bookstore in Roxbury, local merchants reported one of their busiest days of the year.
Key Facts
- - Small businesses generated an estimated $22 billion in sales on Small Business Saturday 2024
- - Since 2010, Small Business Saturday has generated over $220 billion for restaurants, retailers, and service businesses
- - Small businesses employ approximately 50% of the private-sector workforce and generate nearly 50% of U.S. GDP
- - Small business owners anticipate nearly 20% of their annual sales come from Small Business Saturday alone
- - California leads with 4.3 million small businesses, followed by Texas and Florida with 3.5 million each
- - Black Friday saw $11.8 billion in spending, primarily online, according to Adobe Analytics