Small Business Saturday falls on Saturday 5 December 2026. If you run a shop, a café, a restaurant, a salon or anything else people can walk into, it is one of the easier days of the year to get noticed, and you don’t need a big budget to use it.
It also lands a week after Black Friday, when your customers’ inboxes are full of discounts and their attention is worn out. That can work in your favour. Here is what the day is, what the figures say, and a plan you can follow from now.
What Small Business Saturday is, and what it is worth
Small Business Saturday is a UK campaign, supported by American Express, that encourages people to shop with local and independent businesses on the first Saturday of December (campaign website). The campaign says it is in its thirteenth year in the UK.
The numbers are encouraging, with one caveat. American Express reported that over 10 million people shopped small on the day in 2024, spending a collective £634 million (ChannelX). That came from a survey of 4,000 adults commissioned by American Express, so it is self-reported rather than counted from tills. Ahead of the 2025 event, the campaign said people planned to spend about a fifth of their Christmas budget, 22%, with small businesses, worth an estimated £5.3 billion, and that 84% think supporting small firms is important (Hospitality & Catering News).
The people behind the campaign have a reason to be upbeat, so I would treat those figures as a guide to the mood rather than a promise. The mood is still good for you.
A plan, week by week
Dates matter here. Black Friday is on 27 November and Small Business Saturday follows it by just over a week, so the quiet window for planning is short. If a date has already gone by when you read this, do that step today.
By Friday 20 November: choose one offer
Pick one thing, not five. And make it more than a percentage off. A bundle, a free extra, a small gift with a purchase, a tasting, a limited item or early access for regulars all give people a reason to choose you that a bigger shop can’t copy in a day. Our post on Black Friday strategies that work when everyone is early goes through why adding value tends to beat cutting price. Write the offer in one sentence, with what, when and where.
By Friday 20 November: tidy your Google profile
Plenty of people will check Google or Maps before they visit. Check your opening hours for the day and for the run-up to Christmas, add a few fresh photos, and post the offer on your profile. Our guide to local advertising and Google Business Profiles explains why this pays off. If your details are wrong, you can lose a customer before they have even seen your door.
Monday 23 to Friday 27 November: tell your own people first
Write to your email list before anyone else, then your social followers (our social media team can help), then everyone who walks past. A poster in the window, a card at the till and a line on your receipts all cost almost nothing, and our promotional leaflets service can print them. The campaign also offers a marketing pack with logos, social media graphics and other materials on its website, so you don’t have to design everything from scratch. If you haven’t written to your list for a while, our email marketing team can help you plan it.
Saturday 28 November to Friday 4 December: get ready to say yes
Make it easy for people to take you up on it. Brief your staff on the offer. Check you have the stock. For a restaurant or café, open up booking slots and think about a set menu or a simple special that is quick to serve. For a shop, put the offer where people can see it before they ask. If you want help with the marketing side for hospitality or retail, see how we work with hospitality businesses and retailers.
Saturday 5 December: collect names and reviews
Every person who comes in is worth more than one sale. Put a sign-up sheet or a QR code at the till with a reason to join, such as first sight of your next offer. Ask happy customers for a Google review while they are still in a good mood, and read our tips on how to get more Google reviews first. You own your email list. You don’t own your social followers.
Sunday 6 December onwards: follow up
Send a short thank-you within a couple of days, with a reminder of what you do and a reason to come back, such as a January offer. This is the step most small businesses skip, and it is where a one-day boost turns into regular customers.
What if you don’t sell from a shop?
The day still works. The campaign says it is open to businesses of any type, including online businesses, business services and small manufacturers. Even if nobody walks in, it is a good excuse to tell your customers what you do, share a story and ask for a review.
Small Business Saturday questions, answered
When is Small Business Saturday 2026?
Small Business Saturday UK is on Saturday 5 December 2026. It always falls on the first Saturday in December.
Does my business have to be a shop to take part?
No. The campaign’s website says businesses of any type can get involved, including family firms, local shops, online businesses, wholesalers, business services and small manufacturers.
Who runs Small Business Saturday?
The campaign is supported by American Express, and its website lists Michelle Ovens CBE as director. It describes itself as being in its thirteenth year in the UK.
The takeaway
You don’t need a big budget for 5 December. You need one clear offer, an accurate Google profile, a message to the people who already know you, and a plan to keep the customers you meet. Start this week and it will be ready in time.
If you would like to know how your website and wider marketing look to a customer before the busy weeks, our free digital presence audit scores them out of 100 and gives you practical recommendations you can use straight away.
Sources
- Small Business Saturday UK, campaign website.
- ChannelX, 10 million Brits shopped small on Small Business Saturday, 11 December 2024.
- Hospitality & Catering News, campaigners call on nation to support Small Business Saturday, December 2025.
Staunton Rook is a full-service marketing agency based in Chester, working with hospitality businesses, retailers and professional services firms across the UK.