Small Business Saturday Could Help Keep Most Afloat Beyond 2020

Small Business Saturday — it's on Nov. 28 this year — can help local businesses overcome coronavirus pandemic hardships.

ACROSS AMERICA, small businesses have been the hardest hit by the coronavirus pandemic, making Small Business Saturday in 2020 more vital than ever. This year, the all-local shopping event falls on Nov. 28.


Independently owned boutiques, gift shops, mom-and-pop hardware stores, restaurants and the like in towns across America are facing unprecedented challenges due to coronavirus-related restrictions and shutdowns.

But the list of Small Business Saturday participants continues to grow, despite the pandemic. American Express has an interactive map that allows users to search for the ones that have remained open nearby.

Temporary closures, capacity restrictions, decreased demand for products and services and delays due to supply-chain issues have led to unprecedented challenges for small-business owners. Still, the "Shop Small" movement continues amid these hardships.


"This holiday season looks a little different, but we can still share joy," American Express, which established Small Business Saturday in 2010, said in a statement. "Shop small and support your favorite small businesses — both in store and online — all holiday season long."

Sixty-two percent of small businesses in the United States need to see sales income return to the same rate it was pre-pandemic before the end of the year to stay in business, according to American Express.


These businesses, many family-owned, were already fighting for survival against malls, big box stores and online retailers before the pandemic.

Small businesses have an immeasurable effect on the quality of life in neighborhoods by providing necessary resources and supporting a local ecosystem that includes charitable organizations, schools and churches.


Since 2010, local business supporters have spent more than $100 billion on Small Business Saturday, according to American Express.

A Shop Small Consumer Impact survey from American Express before the pandemic found that 73 percent of people think empty storefronts are a national issue, and 84 percent agree the increase in empty storefronts and the closing of small, independently owned businesses negatively affect their local communities.


The survey showed that when consumers are aware of the impact of spending their dollars locally, 75 percent said they would be more likely to purchase a product or service from small, independently owned businesses.

For every dollar spent at a U.S. small business, approximately 67 cents stays in the local community, according to American Express. This helps independent shops and restaurants keep their doors open and meet pay for their workers — your neighbors. That amounts to about $67 billion that has stayed in local communities since Small Business Saturday began, according to American Express.

With so many small businesses hit hard in 2020, it's more important than ever to shop locally this holiday season to ensure they are able to continue operating in 2021.

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