Small Business Saturday is November 28: how to find local shops, plus small brands that sell direct

What it is

Small Business Saturday falls on November 28, 2026, the day after Black Friday and two days after Thanksgiving. American Express created it in 2010, and the US Small Business Administration (SBA) has co-sponsored it since 2011. The idea is simple: spend some of your holiday budget with independent shops, restaurants and service businesses in your area.

The SBA says the day has generated more than $220 billion for independent retailers, restaurants and service businesses since 2010, and that spending on the day in 2024 was around $22 billion. Both figures come from surveys commissioned by American Express in which shoppers reported what they spent, so they're estimates, not till receipts. The SBA also says America has 36 million small businesses, making up 99% of all businesses.

At a glance

• Date: Saturday, November 28, 2026.
• Who runs it: American Express, co-sponsored by the SBA.
• What it's worth: around $22 billion in self-reported spending in 2024, according to the SBA.
• How to find shops: local business groups, holiday markets and American Express's Shop Small site.
• Online counts too: many small brands sell direct from their own websites.

How to find local shops

American Express's Shop Small site. In past years, American Express has run a Shop Small Map at shopsmall.com, where small businesses sign up to appear. We couldn't find details of 2026 cardholder offers when we checked on November 1, so check your card account nearer the day.

Your chamber of commerce or downtown association. Many run "shop local" events, passports or maps on Small Business Saturday. The SBA's page at sba.gov/saturday has more about the day.

Holiday markets and craft fairs. Town and church fairs, farmers markets and pop-up markets are good for gifts you won't find in a chain store.

Restaurants and services count. A gift card for a local café, barber or yoga studio supports a small business and is easy to post in a card.

Small brands that sell direct

If you'd rather shop from your sofa, some smaller brands sell from their own websites. Here are two on Promo Magpie with prices we checked on their own sites on November 1, 2026. These are regular prices, not Small Business Saturday deals, and shipping and tax come on top.

• The Unemployed Philosophers Guild makes gifts for book, science and history fans. Its mugs are $19.95 each, including a Mohs' Scale of Minerals Hardness mug. Scented candles inspired by books, such as the Gatsby candle, are $16.95. Its Albert Einstein "Magnetic Personality", a finger puppet that doubles as a fridge magnet, is $8.95, and its dish towels are $14.95.
• Peacesake Candles & Co sells soy wax candles. Its 4oz travel-size White Tea & Oak candle is $17, with an 18-hour burn time. Room and linen sprays are $17, and full-size 14oz candles, such as Evergreen, are $32.

We couldn't confirm the size of every brand, so if supporting a small business matters to you, check a brand's "About" page before you buy.

A worked example

This is an illustration, not a real case. Maria has $100 for gifts for four people. She buys a mug ($19.95) and a candle ($16.95) from the Unemployed Philosophers Guild, and a travel candle ($17) from Peacesake. That's $53.90 before shipping and tax. She spends the remaining $46 locally: a $25 gift card for her sister's favorite café and a $21 handmade scarf at her town's holiday market. Every dollar goes to a smaller business, and she stays within budget.

What to do now

1. Set a budget for Small Business Saturday, separate from Black Friday.
2. Look up local events. Check your chamber of commerce, downtown association or town website.
3. Check for card offers in your American Express account nearer the day.
4. Ask about shipping cut-offs if you're buying online, and check the brand's return policy.
5. Leave a review. It costs nothing and helps small shops more than you'd think.

Questions

When is Small Business Saturday 2026?

Saturday, November 28, 2026. Black Friday is the day before, and Cyber Monday is November 30.

Do I need an American Express card to take part?

No. Anyone can shop small. Card offers, when they run, are for eligible cardholders only.

Do online purchases count?

Yes. Many small businesses sell online, and buying from their own websites rather than a marketplace usually means more of the money reaches them.

Ways to save

Check The Unemployed Philosophers Guild and Peacesake on Promo Magpie for current codes before you order. If you'd rather give a gift card, Giftcards.com is also on our list.

Sources: SBA, November 25, 2025: SBA encourages Americans to shop small, SBA: Small Business Saturday, The Unemployed Philosophers Guild, Peacesake Candles & Co

Ad: affiliate links. The codes and deals below link to the stores, and we may earn a commission if you buy, at no cost to you. How we make money.