Make Small Business Saturday more than a one-time event

By on December 9, 2019

by Quint Studer

November 30 was Small Business Saturday®. Starting in 2010, American Express designated this day – the Saturday after Thanksgiving each year – to encourage people to “Shop Small.” The financial services company reports that since the commemoration began, “Consumers have reported spending an estimated $103 billion across all Small Business Saturdays combined.”

As a community revitalization expert, I welcome every chance to shine a spotlight on the small businesses and local entrepreneurs who make up the economic engine of most small and mid-size towns and cities.

Days like Small Business Saturday can help business owners get face time with customers who might not normally shop there. And consumers get to see what they might be missing – the personal connections and experiences they may not always get from online or big box retailers.

Still, shopping small and local can and should be more than a symbolic one-day-a-year event. Anyone who wants a stronger, more vibrant community needs to support their small businesses every day. They are the key to economic revitalization. They play a vital role in creating the “sense of place” that gives a community its competitive advantage.

According to the U.S. Small Business Administration, small businesses create two out of every three net new jobs in the private sector. What’s more, over half of all Americans own or work for a small business.

There’s a symbiotic relationship between residents and small business owners. They really need each other. Small businesses provide jobs and keep the dollars circulating locally. Their owners have an active and personal interest in the well-being of the community. They live there. Their kids go to school there. They care about what happens. 

When wealth is created, business owners are more likely to turn around and reinvest in the community. 

Many small businesses have made their commitment to their local community part of their brand. This is what customers want. The more chaotic and uncertain the world becomes, the more people crave a safe and stable home base. This is a huge trend, and it’s taking place all over America.

Don’t shop locally only on Small Business Saturday. Do it every chance you get, all year long. A purchase from a small business owner is an investment in your community. Who better to support than those who are working so hard to create a better future for everyone?

About the author:

Quint Studer is the author of Wall Street Journal bestseller, The Busy Leader’s Handbook, and a lifelong businessman, entrepreneur, and student of leadership. He has worked with individuals at all levels and across a variety of industries to help them become better leaders and create high-performing organizations. He seeks always to simplify high-impact leader behaviors and tactics for others. 

Studer has authored nine books in addition to The Busy Leader’s Handbook. His book Results That Last also made the Wall Street Journal bestseller list. Building a Vibrant Community, published in 2018, is a blueprint for communities seeking to revitalize themselves.

To learn more, visit,, and