Overview
- Small Business Saturday falls on November 29, 2025, an American Express initiative launched in 2010 and cosponsored by the SBA since 2011, with an estimated $22 billion spent in 2024 and about $223 billion since inception.
- Forbes Research reports a sharp rise in owner focus on values and service, with 81% saying customers favor community‑minded businesses and 81% calling personalized experiences essential, both up from last year.
- A Small Business for America's Future survey finds 68% of owners say customers have less to spend, 59% expect weaker holiday sales than 2024, and nearly three‑quarters worry about surviving the next year.
- Capital One Shopping estimates $68 of every $100 spent at local stores stays in the community, with dollars potentially recirculating six to 15 times.
- Towns are organizing shop‑local events nationwide, SBA provides participation resources, and many independents also sell through marketplaces like Amazon or Etsy for those who cannot visit in person.