If you’re a small business owner, the holiday season probably brings a mix of excitement and pressure. There’s an opportunity to increase sales, reach new customers, and finish the year strong. At the same time, there are a lot of decisions to make—and only so many hours in the day.
One opportunity worth putting on your calendar now is Small Business Saturday, November 28, 2026.
Founded by American Express in 2010 and officially cosponsored by the U.S. Small Business Administration since 2011, Small Business Saturday encourages people to support small businesses during the holiday shopping season.
But putting the date on your calendar is only the first step.
As a business owner, the question you need to ask is: How can I make Small Business Saturday work for my business?
The answer starts with a plan.
Small Business Saturday Is for More Than Storefronts
When you think about Small Business Saturday, you might picture shoppers visiting a downtown boutique, stopping for lunch, and picking up gifts from local stores.
That’s certainly part of it. But service providers, consultants, online businesses, and other entrepreneurs can participate, too.
A photographer could offer gift certificates for future sessions. A fitness professional might create a holiday package. A restaurant could promote gift cards or a special dining experience. A consultant might offer a planning session for business owners who want to get ready for the new year.
The point is to think about what your customers need and how your business can provide it. You don’t have to copy what another business is doing. Your offer should reflect your customers, your strengths, and your goals.
Start With What You Want to Accomplish
Before you create a promotion or start posting on social media, take a step back and decide what success looks like.
Are you trying to bring in new customers? Encourage existing customers to buy again? Sell gift certificates? Fill your calendar with future bookings? Introduce a product or service that more people should know about?
You may have more than one goal, but choosing a primary goal will help you make better decisions. If your main goal is to generate future bookings, for example, your offer and your message will probably look different from those of a retailer trying to sell seasonal inventory.
Once you’ve chosen your goal, write it down. Then ask yourself what you need to do between now and Small Business Saturday to give yourself the best chance of reaching it.
Create an Offer That Makes Sense
A good offer gives customers a clear reason to act. That doesn’t mean it has to be the biggest discount in town.
You might bundle products that work well together, offer a useful bonus with a purchase, create a limited holiday package, or make it easier for customers to give your service as a gift.
Think about the questions your customers often ask and the problems you help them solve. Could you package a solution in a way that makes their decision easier? Could you create an experience they would be excited to share with someone else?
Whatever you choose, keep it simple. Customers should be able to understand what they’re getting, what it costs, when it’s available, and how to purchase it.
Make Sure Your Promotion Can Be Profitable
Here’s something I want every business owner to remember: A busy day and a profitable day are not always the same thing.
Before you announce a discount or promotion, look at the numbers. Consider the cost of your products, supplies, labor, packaging, payment processing, and any additional marketing. If you’re offering a service, think about the time it takes to deliver it and whether you have the capacity to fulfill what you sell.
Then ask yourself: Does this offer still make sense after those costs are accounted for?
If it doesn’t, adjust it. You might change the price, limit the quantity, modify what’s included, or offer added value instead of a deeper discount.
You’re in business to serve your customers—but you also need your business to be healthy enough to keep serving them.
Decide Who You Want to Reach
Not every customer needs to hear the same message.
Your existing customers already know something about your business. They may appreciate an early invitation, a thank-you, or a reminder that you have something special planned.
New customers may need a little more information. What do you do? Who do you help? What makes your business different? Why should they give you a try?
Gift buyers may be looking for something else entirely: an easy, thoughtful purchase for someone they care about.
When you know who you’re trying to reach, it becomes much easier to decide what to say and where to share it.
Look for Opportunities to Work Together
Small Business Saturday can also be a great reason to connect with other businesses and organizations in your community.
Reach out to your local chamber of commerce, downtown organization, or business association and ask whether they’re planning an event, shopping guide, or promotional campaign.
You can also talk with a business that serves a similar audience without directly competing with you. Could you create a complementary offer? Share each other’s promotions? Give customers a reason to visit both businesses?
The right partnership should make sense for everyone involved—including the customer. Start the conversation early so you have time to work out the details.
Your “Start Now” Checklist
Here are a few things you can begin working on today:
Choose your primary goal for Small Business Saturday.
Identify the customers you want to reach and what they value.
Brainstorm an offer that fits your business and your customers.
Calculate your costs and decide what will make the offer worthwhile.
Check your inventory, schedule, and capacity before making commitments.
Contact potential partners and local business organizations.
Outline your promotion plan, including email, social media, signage, and your website.
Decide how you’ll measure results, such as sales, bookings, inquiries, or new customers.
You don’t need to have every detail worked out today. But you do need to start thinking about the decisions that will help you prepare.
Resources to Help You Get Started
The following resources provide information and materials you can explore as you build your plan:
U.S. Small Business Administration: Small Business Saturday — Information about the event and links to resources for small business owners.
American Express: Shop Small Resource Hub — Marketing materials, tools, and holiday resources. Review the eligibility requirements and terms for any specific program or offer.
The Best Time to Prepare Is Before You Get Busy
Small Business Saturday gives you a chance to put your business in front of customers who are thinking about where to spend their money during the holiday season.
What you do with that opportunity is up to you.
You don’t need a complicated promotion or a huge budget. Start with a goal, build an offer that makes sense, and put together a plan to tell the right people about it.
Then take the first step. Your future self—and your business—will be glad you did.
What are you planning for Small Business Saturday? Take a few minutes today to choose your goal and write down one action you can take this week.
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