Building Momentum – The Ripple Effect of Shopping Locally

We’ve written about Small Business Saturday before (see our original post here) and with all the ups and downs over the last many months, thought it would be a great time to share some facts. Small Business Saturday is about celebrating and supporting small businesses and all they do for their communities and takes place on the Saturday after Thanksgiving (November 29 in 2025).

Did you know…?

  • 99% of businesses qualify as small businesses. A small business is a privately-owned company that typically has less than 500 employees.
  • Small businesses are not growing as fast as they used to. In 2024, only 39% of business owners planned to expand. That is down year over year for the last three years.
  • A majority of consumers want to support small businesses. This is great news! 59% of those who are aware of Small Business Saturday made a purchase at a small business.
  • Small business owners see an impact from Small Business Saturday. 55% of small business owners expect a significant contribution to their holiday sales from this day.
  • There is year-round impact from Small Business Saturday! Many consumers are inspired to continue shopping at small businesses throughout the year.
  • There is a ripple effect of shopping locally. From keeping local jobs available to sustaining communities, small businesses are the backbone of many towns.

What can you do to make a difference?

  • Plan ahead – mark your calendar and create a list of shops you want to visit.
  • Get out and shop! Whether in-person or online, visit your favorite (and maybe a new potential favorite) small business.
  • Spread the word! Tell your friends about Small Business Saturday and encourage them to shop small as well. Use the hashtag #ShopSmall to share the love.
  • Share your favorite small businesses and ask others to comment with theirs.
  • Leave great reviews online for small businesses! Share your positive experiences and why they are a favorite of yours.
  • Shop small businesses year-round.

Bridgewaters would like to start a list of great small businesses. Comment on this post with your favorite and check out the posts from others to find great new places to visit on November 29. And stop in to see us to check out great specials, kick start your holiday shopping or just to say hello!