Small Business Saturday–Shop Small for Holiday Gifts

By  | 
shop small

Small Business Saturday is Nov. 26, 2022

Small Business Saturday is Nov 26, 2022, following the Black Friday sales at big box stores.  This is a great chance to support smaller businesses, that often have quality items that make great gifts.  Online, you can check for deals at Etsy to support many small business owners.  This year until Dec. 1, the @AmericanExpress TikTok account will support and share content featuring small businesses. This year, American Express is offering eligible small business owners the change  to earn a $100 TikTok advertising credit through the Shop Small Accelerator program.

Why shop small?  To help small businesses grow and thrive.  Consider these reasons to shop small:

  •  GenZ prefers to shop at small businesses rather than giving their business to larger retailers. Based on data in the Small Business Economic Impact Study from American Express, if every Gen Z and Millennial shopper spent $10 at a small business on Small Business Saturday, it would support $2 billion in local economic activity throughout the US.
  • Small businesses donate 250% more than larger businesses to non-profits and community causes. (Source: Seattle Good Business Network)
  • A  study by American Express, which created Small Business Saturday, found that 64% of business owners felt that this year the day is more important than ever. (Source: USA Today)
  • If you spend $100 at a local business, roughly $68 stays in your local economy. If you spend the same at a large business, only $43 stays in the local economy. (Source: Civic Economics Study in Grand Rapids, Michigan)

This year, if  you are an American Express cardholder,  there are no dollar incentives to shop small. However, American Express is offering Eligible American Express® Card Members access to curated Amex Offers at participating small businesses. 

Remember, money spent in your community can stay in your community.   Check the Shop Small Guides on the American Express website to see where to shop in your neighborhood. On social media, follow the hashtag #ShopSmall  to find nearby small businesses where you can use your Card, and support your community.

Another great resource to help you find deals from small businesses is the Goldman Sachs Guide & Marketplace to Making Shopping Small Big.. The curated online marketplace features curated small businesses that have taken part in the Goldman Sachs 10,000 Small Businesses and 10,000 Women programs. From artisanal home goods to made-to-order confections—shop this small business community for a great selection of gifts this holiday season. Another great place to shop small is Etsy which offers great holiday gifts & even wonderful face masks.


Since 2008, Mary Hall has been the author of The Recessionista Blog, which is read by thousands of regular readers in over 160 countries. An internationally recognized expert on the art of the living the good life for less, she has been a commentator on local, national, and international radio and TV shows. Her advice has been featured in over 2,000 media outlets, including The New York Times, Reuters, Life & Style magazine, ABC News, NBC News and now The Huffington Post, among many others.