Small Business Saturday returns for its 10th year

Published on: 28th November 2022

In its 10th year in the UK, Small Business Saturday celebrates small business success and encourages people to shop local and support businesses in their communities. 

The Small Business Saturday campaign returns to the UK next week on 3rd December. As part of the campaign, the public is being urged to get behind their favourite small firms as business owners up and down the country face a major raft of challenges, with the cost-of-living crisis and onset of recession.

On Small Business Saturday, customers across the UK are urged to support all types of small businesses, including both online and in bricks-and-mortar stores. Many small businesses celebrate the day by hosting events, offering promotions and collaborating with other local businesses.

As the event gears up to mark a decade of the campaign in the UK, organisers are calling for a big show of support from the public. It is hoped shoppers will recognise the phenomenal contribution of small independents across their communities, particularly as many head into the crucial trading period.

New research from Small Business Saturday and American Express found that while just over a third (36%) of small business owners feel optimistic about the next six months, one fifth (28%) say they feel stressed and nervous. 69%, meanwhile, are diversifying their business operations in response to current challenges.

“The nation loves small businesses, but with business owners facing so many economic challenges at the moment they need a major boost,” said Michelle Ovens CBE, director of Small Business Saturday UK. “Public support is so powerful, it can make a massive difference.”

The campaign was originally founded by American Express in the US in 2010, and it remains the principal supporter of the campaign in the UK. During the time the campaign has been running in the UK, it has engaged millions in recognising the value of small businesses and seen billions spent with small firms on Small Business Saturday itself.

The trend towards supporting small businesses has gained momentum in the UK. Data from Small Business Saturday and American Express shows that 67% of small firms believe customers are shopping small to support them in current climate.

Dan Edelman, general manager, UK Merchant Services at American Express, said: “This year we look forward to celebrating the 10th anniversary of this vital campaign and shining a spotlight on the UK’s amazing small business community. We are proud to play our part as longstanding principal supporter of Small Business Saturday, and through our own Shop Small campaign.”

As well as encouraging the public to shop small, organisers are also urging them to support their favourite independents in other ways, whether it be leaving positive reviews or spreading the word amongst friends and family.


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