It’s almost time for Small Business Saturday again. This year it’s on December 6, 2025.
Research from Small Business Saturday and American Express shows that 84 per cent of Brits believe it’s important to support small firms. Most (95 per cent) think they add value to local communities. What’s more, UK shoppers plan to spend one fifth (22 per cent) of their budget with small businesses this festive season, representing £5.3 billion in potential gains for firms to tap into.
So, why not get involved in Small Business Saturday? Find out how you can take advantage of the annual event and what support you could get to boost your business.
What is Small Business Saturday?
Small Business Saturday was founded by American Express in the USA way back in 2010. As for the UK, it’s coming into its twelfth year. On one day in December every year, consumers are encouraged to ‘shop small’ by visiting independent businesses.
It typically runs on the Saturday after Thanksgiving in the States, following the Black Friday and Cyber Monday sales bonanza.
What can I do to promote my business?
Be sure to visit smallbusinesssaturdayuk.com. It’ll give you the lowdown on what Small Business Saturday is and how you can use it to leverage your business. In the meantime, here are some pointers.
Register your business so that you can be found more easily
Register and advertise your business on the Small Business Finder so that shoppers in your area can find you. Best of all, it’s free! Just be aware that the Small Business Finder is only running until the end of 2025.
Download the Small Business Saturday logo
Download the Small Business Saturday logo so that you can use it on your website and social media. There’s also a free print marketing pack that you can download, with materials you can print at home.
Contact the Small Business Saturday team
The team at Small Business Saturday can share any special plans or promotions you’ve got going. They can post it on Facebook, Threads, Instagram and X.
Upload images on social media
For your own social media posts, use the hashtag #SmallBizSatUK.
Offer up deals and discounts
Have a look at what deals you could offer. If you run an outdoor clothing shop, you could offer a 2-for-1 deal on hiking socks, for example.
Make sure that your tracking is solid so that you can plan for the months ahead. “This period is also a good time to gather insights and plan for the year ahead: customer feedback, testing new marketing strategies, and reviewing staffing or operational needs can help turn a busy weekend into long-term, sustainable growth,” said Joe Phelan, money.co.uk business loans expert.
Make a celebration of it
Provide tea, coffee, cake and nibbles for shoppers to entice them in! Perhaps you could consider staying open later too, especially as it’s a Saturday in the run-up to Christmas.
Tap into your online customers
Is your business exclusively online? Time to ramp up your social media output and show what you have to offer. Even a last-minute reminder email to your database would give you a boost.
Bonus tips
Nat Sharp, marketing expert and founder of Sharp Thinking Marketing, has been involved in Small Business Saturday for the past few years and was part of the SmallBiz100 last year. She gives us her insights on what you should be doing for Small Business Saturday.
It is a prime opportunity to build your brand, strengthen relationships, and showcase your values. Small Business Saturday isn’t just about quick sales; it’s about building long-term connections and making your brand memorable. Start planning now to make the week leading up to it count!
Shout out other businesses
Collaboration beats competition! Use your social channels or your newsletter to promote other businesses you work with, such as suppliers or customers. Tag them and include links to their websites—this will encourage them to share your posts, amplifying your reach. I’ve done this for the last few years.
Ramp up reviews
Ask your followers and loyal customers to leave reviews on platforms like Google. Explain how vital their feedback is to help small businesses like yours thrive. Reviews not only boost credibility but also improve search engine rankings long after the event.
Run an event or exclusive evening
Host an event to share advice or showcase expertise. If you’re a retailer, consider an exclusive customer evening with special offers, drinks, and nibbles. Collaborating with other businesses for this can attract even more interest. For retail businesses, consider partnering with other small businesses to create Christmas gift bundles. This is a great way to cross-promote while providing added value for customers.
Engage with the community
Organise interviews with like-minded businesses or host live chats to offer valuable content. Share insights from industry experts to provide mutual exposure across your channels. This builds community goodwill and highlights your collaborative efforts.
Three years ago, I partnered with a HR consultancy, an accountant, and a digital marketer to host a series of small business interviews. These discussions were shared across all our social feeds, increasing visibility for everyone involved. Last year I ran the Small Business Sessions event, bringing together local experts like accountants and social media professionals to offer free advice to 30 small businesses. I secured press coverage and it generated interest from a lot of local influencers.
Leverage PR opportunities
Approach local online or business press to feature your initiatives for Small Business Saturday. Whether it’s a community event or collaboration, getting covered locally can significantly boost your visibility and credibility.
Is there any other support available?
Some local councils support Small Business Saturday by providing things like free parking. Warwick Council are doing this as well as putting on seasonal food and activities for 2025. Take a look at your local council’s website to see if they’re doing anything to offer support this Small Business Saturday.
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