warebysmall business saturday 2026: when it is, and how to shop small
the saturday after thanksgiving is for the shops down the street. here’s when it is, where it came from, what’s happening in the twin cities, and how shops can get ready.
in this post
1when it is2what it is3twin cities events4how to shop small5for small businesses6questions7sourcessmall business saturday 2026 is saturday, november 28, the saturday after thanksgiving. american express started it in 2010 to get people shopping at small, independent businesses during the holiday rush. american express estimates shoppers spent $18 billion at small businesses on small business saturday 2025. in the twin cities, that weekend brings black friday on broadway, handmade holidays at midtown global market, the redhot art market and holiday lane at the northrup king building.
when is small business saturday 2026?
saturday, november 28, 2026. it’s always the saturday after thanksgiving, between black friday and cyber monday.
what is small business saturday?
a day to shop at small, independent businesses, started by american express in 2010. american express estimates it drove $18 billion in consumer-reported spending at small businesses in 2025, and the u.s. small business administration put 2024’s at about $22 billion.
people want to: in a november 2025 survey for at&t, 77% of us adults said they’d choose a small business over a large retailer when prices are equal.
what’s happening in the twin cities on small business saturday?
| event | when | where |
|---|---|---|
| black friday on broadway | fri, nov 27 and sat, nov 28 | the capri, minneapolis |
| handmade holidays at midtown global market | fri, nov 27 and sat, nov 28 | midtown global market, minneapolis |
| redhot art market | sat, nov 28 | chicago avenue fire arts center, minneapolis |
| holiday lane | saturdays, nov 28 to dec 19 | northrup king building, minneapolis |
and the big christmas markets in st. paul and the north loop are open all weekend. every twin cities holiday market.
how do you shop small?
- buy gifts from makers near you: a baker, a potter, a candle maker, a florist.
- shop your own neighborhood’s main street, not just the big events.
- order ahead from home bakers. their pickup windows fill up fast in december.
- leave a review and tell a friend. for a small shop, that’s worth as much as the sale.
- can’t get out? order online from local shops for pickup or local delivery.
civic economics, an economic research firm, surveyed 318 businesses in 20 places between 2012 and 2022. independent retailers put 52.9% of their revenue back into the local economy (local wages, local suppliers, local services and profits spent nearby), compared with 13.6% for chain retailers.
how can a small business get ready?
- make more of your best sellers than you think you’ll need, and decide what you’ll do when you sell out (preorders work).
- post your hours and where to find you that weekend, everywhere you show up online.
- have a shop link or qr code ready, so people can order after they leave your booth or shop.
- join what’s already happening: neighborhood business groups and markets plan small business saturday events. american express offers free shop small marketing kits to groups that organize them.
- thank your regulars. a small discount or a free add-on for returning customers goes a long way.
on wareby, neighbors within 25 miles can find your shop all season. open your shop free.
questions people ask
when is small business saturday 2026?
saturday, november 28, 2026, the saturday after thanksgiving.
who started small business saturday?
american express, in 2010.
how much do people spend on small business saturday?
american express estimates $18 billion in consumer-reported spending at small businesses in 2025.
what’s the difference between black friday and small business saturday?
black friday, the day after thanksgiving, is known for big-store deals. small business saturday, the next day, is about shopping at small, independent businesses.
how can my business take part?
post your hours, stock up, have a shop link ready for people who can’t come in, and join your neighborhood’s events.
sources
- american express: shop small and small business saturday
- american express: small business saturday 2025
- u.s. small business administration: shop small on small business saturday (2025)
- at&t: 2025 holiday shopping survey
- civic economics: indie impact study series
- black friday on broadway: official page
- handmade holidays at midtown global market: official page
- redhot art market: official page
- holiday lane: official page
we started tandoco, a small bakery in minneapolis, and sold under a blue tent at farmers markets before we built wareby. our story
