Nov 17, 2023 | 4 min read

Support small businesses this Small Business Saturday

Small Business Saturday is one of the biggest days of the year for local business owners. In fact, American consumers spent an estimated $23.3 billion at independent retailers and restaurants on Small Business Saturday in 2021.

Founded in 2010 by American Express, Small Business Saturday is an opportunity to give small business owners an advantage in between the rush of Black Friday and Cyber Monday sales during the holiday season. This year, Small Business Saturday falls on November 27th, but the data shows that Nextdoor neighbors are shopping small all year long:

  • 90% of Nextdoor neighbor purchases are within 15 miles of work or home1
  • 88% of Nextdoor neighbors shop at a local business at least once a week1
  • 84% of neighbors will travel within 10 miles for everyday purchases1
  • 72% of Nextdoor neighbors have  been influenced by a business recommendation2
  • 54% of neighbors would rather buy from local/independent retailers1
  • 44% of Nextdoor neighbors are willing to spend more with local businesses1
  • 55M business recommendations by neighbors on Nextdoor1

When local businesses thrive, neighborhoods thrive. Brands looking to get more involved in the neighborhood can partner with Nextdoor to support small businesses and reach new neighbors. 


Give operational advice on challenges that SMBs may be facing: improving employee morale, managing finances, hiring, or moving services to virtual


Create a list of resources for small business owners to find resources and economic relief, tailored to legislation in the member’s region


Customize messages based on season or geo to show small businesses you are aware of their needs

Learn more about how Nextdoor helps businesses convert neighbors into customers here: 

All About Small Business Saturday

Small Business Saturday celebrates any and all small businesses, including community organizations, social media and influencers, local governments, nonprofits, small online marketplaces, and more. It's a collaborative effort to support and promote local and non-local businesses during the holiday season.

The Positive Effect of Small Business Saturday

Small Business Saturday delivers substantial benefits to business owners and communities. Independent businesses often thrive as they attract new customers through targeted advertising, boosting sales during the holiday rush, and injecting funds into their local communities. This promotes job growth, driving economic prosperity in local communities. Additionally, this event fosters a strong sense of community, forging deeper connections between business owners and local shoppers.

Ways to Get Involved in Small Business Saturday

Participating in Small Business Saturday is simple. Whether you're a business owner or a consumer looking to support local businesses, here's how to get involved:

For Small Business Owners:

  • Promote Your Participation: Use your website, social media, and email newsletters to inform customers about your involvement. Offer enticing promotions to attract shoppers.
  • Decorate Your Store: Create a festive atmosphere with Small Business Saturday signage and seasonal decorations to catch the eye of passersby.
  • Collaborate with Others: Partner with neighboring small businesses for joint marketing efforts, expanding your reach.
  • Update Your Online Presence: Ensure your website and online listings feature your Small Business Saturday promotions, making it easy for online shoppers to learn about your participation.
  • Extend Store Hours: Extend hours for a convenient shopping experience.
  • Engage with Customers: Build customer relationships for repeat business.

For Consumers:

  • Plan Your Route: Research participating local businesses, create a shopping route, and make the most of your day!
  • Spread the Word: Share your Small Business Saturday plans on social media, (with the #SmallBusinessSaturday hashtag) to encourage friends and family to join in.
  • Shop Local: Explore independent retailers, restaurants, and boutiques in your community, looking for special offers.
  • Gift Cards: Consider buying local business gift cards for future use or as gifts.
  • Discover New Places: Explore new local businesses you haven't visited before to uncover hidden gems.
  • Enjoy the Experience: Embrace the uniqueness, engage with shop owners, and enjoy the personal touch.
  • Share Your Experience: After shopping, share your experience on social media to promote your favorite local businesses.

Economic Contributions of Small Businesses to Their Communities

Local small businesses vary in their impact on their local communities, influenced by factors like size, location, and industry. Nevertheless, they consistently contribute significantly by creating jobs, supporting local retailers, contributing to tax revenue, engaging in charity, fostering community involvement, and backing local cultural and social initiatives.

While the exact monetary impact varies, local small businesses play a crucial role in enhancing the well-being of the local community and enriching community life beyond finances, particularly during the holiday shopping season.

In the End, It's All About the Community

Small Business Saturday reminds us of the vital role small businesses play in our communities. Neighbors support local businesses year-round, and this event magnifies that support. As November 25th approaches, let's remember that when we support small businesses, we boost our own neighborhoods' vibrancy and unity. Their success fuels our success, making a lasting impact on our communities beyond just one shopping day.

Join Nextdoor today to discover and support the incredible small businesses in your neighborhood. Let's build a stronger, more connected community together!


1GWI Core, US, Q3 2021 - Q2 2022

2Online survey of 844 US Nextdoor members, March 2022

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Author image Nextdoor Enterprise Team The Nextdoor Enterprise Team is dedicated to telling success stories of Enterprise brands and agencies, providing product education, and sharing the latest marketing insights to help you authentically join neighborhood conversations and make trusted connections with your audience.