Valley businesses going big for Small Business Saturday

Created 16 years ago by American Express, Small Business Saturday is held the Saturday after Thanksgiving to generate support for locally owned stores.

Across the Mon Valley, the start of the holiday shopping season always brings a reminder of how much local businesses shape daily life.

Shown during last week’s Christmas on the Avenue at Broad Avenue Treasures are Terry Jara, Cathy Milinovich, Stefanie McCulloch, Martha Muniz, and Marsha Chew. J.R. Minniti / For the Mon Valley Independent

These are the places where people know your name, remember your favorites and take a minute to help you find something that feels personal.

It is the kind of connection big-box stores and online carts can’t match.

Local businesses spend the whole year giving back.

They support youth programs, pitch in for fundraisers and show up for families during tough moments.

As the holidays roll in, many residents choose to return that support by keeping their dollars close to home.

National trends show that commitment to shopping small is still strong.

In 2024, 91% of American consumers shopped at a small business within a single week, with more than three-quarters saying it is something they do regularly.

People were also willing to spend more to strengthen their local economy, with surveys from sources like the 2024 Small Business Trends Report from Womply showing an extra $150 per month on average going toward small businesses.

The motivations were simple: they wanted unique products, fewer crowds, and a chance to boost the community they live in, according to a survey by American Express and the National Federation of Independent Business.

According to similar national surveys, 64% of Americans said they actively look for ways to support local businesses, even while balancing trips to larger retailers.

The financial impact of these choices is clear.

Roughly $68 of every $100 spent at a small business stays in the local economy, a figure widely cited by the Small Business Administration and a study by Civic Economics.

In 2024, local retailers across the country generated an estimated $3.74 trillion in sales, more than half of all national retail spending.

The average small retailer saw revenue increase by nearly 5% in late 2023, according to a report by software company Womply.

Small Business Saturday plays a major role each year.

Launched by American Express in 2010, the day encourages shoppers to focus on locally owned businesses the Saturday after Thanksgiving.

Since its start, consumers have spent an estimated $200 billion on this single day, with the 2025 event alone projected to generate approximately $17.2 billion in sales, according to an annual survey by the NFIB and American Express.

Surveys also showed that 93% of shoppers planned to support small businesses throughout the 2025 holiday season, a trend that could add more than $76 billion in revenue.

There is new support on the way this year too.

On Saturday, American Express and Main Street America will roll out the Amex Shop Small Grants Program, offering an initial $5 million in grants designed to help local businesses grow, innovate and continue investing in their communities.

The broader Shop Small movement encourages shoppers to keep that support going long after the holiday season.

Whether it is a quick visit to a neighborhood store, a meal at a family-owned restaurant, an online order from a small business, or even a social media post with #ShopSmall, these choices help sustain local economies.

Tools like the American Express Shop Small Map and Online Directory make it easier for shoppers to discover new businesses in their area.

Local chambers are helping keep the spotlight steady.

Washington County Chamber of Commerce & Tourism Promotion Agency President Jeff Kotula said the message remains the same every year: small businesses matter and they deserve the attention.

“Small Business Saturday is an important event for the Washington County Chamber of Commerce & Tourism Promotion Agency to promote as it focuses on supporting small and family owned business and, of course, their products and services,” he said. “In Washington County, a majority of business are small business and we need to ensure they are receiving our best efforts to assist them.”

He said the Chamber plans to help shoppers prepare ahead of time.

“We are planning on using our social media platforms to promote the day well ahead of time, allowing our shoppers and visitors to learn about our unique businesses prior to the event. We need to get on their schedules early to be successful.”

Kotula said the day has only grown in importance.

“Small Business Saturday started in 2010 and we have seen a trend for consumers to plan to make patronizing small business a priority,” Kotula said. “As you know, Black Friday is dominated by large retailers, but Small SMALL BUSINESS • A10

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