Why Small Business Saturday is Gaining Ground on Black Friday

This holiday season, shoppers’ preferences are changing. According to a recent Forbes article by John Hall, more consumers are choosing Small Business Saturday over Black Friday.

Guess what? It’s not just about deals—it’s about connection, community, and quality. For small business owners, this is more than a trend; it’s an opportunity. It’s also your call to action to ensure you have a plan for Small Business Saturday.

Shoppers Are Looking for More Than Discounts

Big-box retailers may dominate the headlines on Black Friday, but more customers are heading to their local stores in search of unique products and personalized experiences. They want something memorable— a shopping experience that feels more like a conversation than a transaction.

This means that a small business doesn’t need to match the deep discounts of national chains or e-commerce giants to compete. What you offer is different, and increasingly, that’s what consumers are looking for.

Your Role in the Community Matters

As Hall’s article points out, customers value the positive impact that shopping locally has on their communities. When they spend money at a small business, more of that money stays within the local economy. It helps create jobs, support schools, and build a vibrant neighborhood.

Now is the time to share your story with your customers—how you started, what owning a business means to you, and how you support and give back to your community. This fosters an emotional connection, which is something large retailers can’t compete with.

Digital Tools Level the Playing Field

Another encouraging takeaway is using digital tools to extend your reach. Social media, email marketing, and e-commerce platforms are helping small businesses connect with their customers near and far, keeping them engaged and loyal.

You don’t need a big marketing budget or high-paid influencers to succeed. It’s about building relationships, being authentic in your messaging, and making your products or services easy to find.

Compete on What Makes You Unique

Small Business Saturday’s rise proves consumers will choose you over larger competitors. They’re not just shopping for deals—they’re shopping for personalized, memorable, unique experiences, and that’s where you shine.

As the holidays approach, lean into what makes your business unique. Tell your story. Celebrate your role in the community. Use digital marketing and other tools to stay connected with your customers. You already have what big-box stores don’t: authenticity, creativity, and heart.

Small businesses like yours make the holidays brighter for many. Your hard work and passion set you apart. People want to do business with you not for low prices but for something memorable, unique, and human.