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Small Business Saturday Hits Record Growth in 2025, Driven by Young Shoppers

A decade after its launch, this shopping event is reshaping communities. See how younger buyers are fueling its biggest year yet—and why it matters.

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1 min read
This is an outside view. On the left side there are many vegetables like capsicum, tomatoes,...
This is an outside view. On the left side there are many vegetables like capsicum, tomatoes, potatoes and many other. It seems to be a vegetable market. On the right side there are few people standing on the ground and people are walking. In the background there are some trees and buildings.

Small Business Saturday Hits Record Growth in 2025, Driven by Young Shoppers

Small Business Saturday has grown into a major shopping event since its launch in 2010. The initiative, created by American Express and backed by the U.S. Small Business Administration, now sees billions spent at local shops each year. In 2025, even more households are expected to take part, with younger shoppers leading the way.

The event was first introduced by American Express in 2010 to encourage holiday shopping at independent stores. By 2011, the U.S. Small Business Administration had joined as a supporter, helping it expand nationwide. Since then, consumers have spent around $223 billion on Small Business Saturdays.

Small Business Saturday plays a key role in supporting local economies. It keeps money within communities, helps rural startups grow, and connects shoppers with independent sellers. With online shopping and social media boosting its reach, the event continues to expand its impact year after year.

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