Big retailers have Black Friday. Online retailers have Cyber Monday. Now small businesses have Small Business Saturday.

Shop Local. Shop Small. The key components to the creation of Small Business Saturday, created by American Express, and first “celebrated” 2 years ago on November 27, 2010. It falls on the Saturday between Black Friday and Cyber Monday, one of the busiest shopping periods of the year, this year falling on November 24th. American Express founded Small Business Saturday to help and support small business, invigorate the economy, and keep communities thriving. Last year, over 100 million people shopped at brick-and-mortar small businesses, and now in its third year, Small Business Saturday is expecting to have an even bigger turnout and impact.

PowerSites wants to ensure that all small business owners have the resources they need so they can make the most out of Small Business Saturday. Here’s what you need to know:

Do I Need to Sign Up?

No. As a small business owner you’re already part of it, and all you need to do to participate is be open on Saturday, November 24th. The day is to celebrate you, and the contribution your business makes to the community and economy, whether you’re a brick-and-mortar store, restaurant, or online-only business.

What free resources are available for small businesses?

The founder of Small Business Saturday, American Express, is offering free resources for you to use including:

  • A marketing kit designed to help your advertising needs so you can reach more customers and raise awareness around Small Business Saturday. It includes everything you need from personalized in-store signage, to social media and email content and templates.
  • Personalized online ads are being offered to eligible small businesses, to help get your business more exposure and drive traffic to your website and/or business location. The ads run on Facebook are geo-targeted, and drive consumers to your website or Facebook page. The ads are free to eligible small businesses, but are only available while inventory lasts.
  • Testimonials from small businesses who participated last year. Need more ideas to make the most of your Small Business Saturday this year? Not sure if you’re going to results? Read these testimonials to get some great marketing tips and be reassured of the results you are expecting.
  • Your business is featured on the Shop Small Map by American Express. To help promote and drive traffic to small business locations, the main page for Small Business Saturday on includes a map showing all participating small businesses. If your business isn’t listed, or there is an error with your listing, please submit your updates by November 15th, by either calling toll free 1 (800) 235-8916 or submitting this form.
  • American Express has a special offer for American Express cardmembers who shop on Small Business Saturday. If you are a qualifying American Express card accepting small merchant, then your customers can receive a $25 credit when shopping at eligible small businesses on Small Business Saturday. The credit isn’t automatic, there is an enrollment process for cardholders to be able to receive the credit. The best way to communicate this information to your customers it to download the personalized in-store signage, and display it prominently in your store. If customers have specific questions about the offer, direct them to or to call the number on the back of their American Express Card. Enrollments are limited, so encourage your customers to enroll early on during the enrollment period between November 18th and November 24th. If you’re not already an American Express Merchant, you can apply here.

These resources will help every small business owner make the most of their Small Business Saturday. If you want more information about Small Business Saturday, please visit

Share this post