It’s not just about Black Friday and Cyber Monday anymore—Small Business Saturday is making a splash! Born in 2010 by American Express and co-sponsored by the United States Small Business Administration since 2011, this shopping day puts the spotlight on local businesses. They're the heart of communities, but according to American Express, 56% of small business owners find it tough to compete with big retailers during holidays. So, what makes a business small, and how can you help these entrepreneurs thrive?

Ever wondered what defines a small business? It’s mostly about money and size. The Small Business Administration (SBA) has guidelines for revenue and employee numbers that can qualify a business for certain programs. Big names like Amazon make it easy to find small businesses, but American Express has its own rules for its Shop Small map. Shoppers often connect with small businesses on a personal level.

Our favorite small businesses in 2024 are unique gems. From Aalyn’s classic leather bags to Lizzie Fortunato’s unique jewelry, these brands are making waves. NBC Select’s team loves products like the Jordan Leather Bucket Bag from Aalyn and trendy menorahs from Tchotchke. Even products like Flamingo Estate’s olive oil make perfect gifts.

Small businesses face challenges, but they’re adapting. With e-commerce and social media, they're reaching customers in new ways. The pandemic pushed many small businesses online, and now it’s seen as a big opportunity. During the winter holidays, 85% of consumers plan to shop small, knowing it benefits their communities.

To support small businesses year-round, experts suggest leaving positive reviews and engaging with them on social media. Even interacting with their posts can give them valuable exposure. Large retailers are also stepping up, marking items from small businesses and carrying more products from minority-owned brands. Find small businesses near you with tools like the American Express small-business map or Google’s “small business” filter.

Meet the experts: Jessica Ling from American Express, which started Small Business Saturday, and Joe Black from Intuit QuickBooks, who has over 20 years in e-commerce.

Why Small Businesses Deserve Our Shopping Dollar year-round

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