Small Business Saturday falls on November 28 this year, sandwiched between Black Friday and Cyber Monday. Most small online stores either ignore it or treat it as "Black Friday, part two". Both are a missed chance.
The day exists for one reason: people want to support independent businesses. That's your advantage. You don't have to beat Amazon on price. You just have to remind people that you're a real business run by real people, and make it easy to buy from you.
Here's a plan you can actually pull off in the next few weeks, even if it's just you and a laptop.
Don't just copy your Black Friday offer
If your Black Friday deal is 25% off, running the same thing on Saturday tells shoppers nothing new. Give Saturday its own small reason to exist. A few ideas that work well for small stores:
- A free handwritten note or small gift with every order placed that day.
- Free shipping for 24 hours, if your margins allow it.
- A limited bundle you don't normally sell.
- Donating a small part of the day's sales to a local cause, and saying so plainly.
None of these need a huge discount. They give people a story to share, which matters more on this particular day.
Tell people who is behind the store
This is the one day of the year when "small" is a selling point. Use it. Put a short note from the owner at the top of your home page and in your email: who you are, why you started, what buying from you actually supports. Keep it honest and short. A photo of you packing orders does more than any banner.
If you've never written an about page you're proud of, now's a good time. Shoppers do read it, especially this weekend.
Plan three simple emails
You don't need a complicated campaign. Three emails are plenty:
- A heads-up on Thursday or Friday: "We're a small business, and here's what we're doing on Saturday."
- Saturday morning: the offer, one clear button, a line or two about you.
- Saturday evening: a short last-chance reminder.
Write them like you'd write to a regular customer, not like a press release.
Make the store ready for a busy weekend
Small Business Saturday lands in the middle of the busiest shopping weekend of the year, so the boring stuff matters. Check that discount codes work, that out-of-stock items are hidden, and that your shipping cut-off for holiday delivery is clearly shown. Our Black Friday Shopify checklist covers the full list if you want to go through it properly.
Post where your customers already are
Share a behind-the-scenes post or short video on Instagram, Facebook or TikTok during the week. Mention the day by name and use the common hashtags such as #SmallBusinessSaturday and #ShopSmall. Ask your best customers to share it. People are far more willing to help a small business on this weekend than on any other.
After the weekend
Send a thank-you email on Monday. Not another sale, just thanks. It's surprising how few stores do this, and it's exactly the kind of thing people remember when they shop with you again in January. Then get ready for returns season: our guide to holiday returns will help.
Frequently asked questions
When is Small Business Saturday 2026?
Small Business Saturday 2026 is on Saturday, November 28, the day after Black Friday.
Can online stores take part in Small Business Saturday?
Yes. The day is about supporting independent businesses, and many shoppers happily buy from small online stores as well as local shops.
Do I need a big discount for Small Business Saturday?
No. A small extra such as free shipping, a gift with purchase or a limited bundle, plus a clear story about your business, often works as well as a deep discount.
Need a hand this season?
If the busy weekend feels like too much for one person, we can take care of orders, listings and customer messages while you focus on the store. Have a look at our e-commerce store management service.
Need help with E-Commerce Store Management?
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