Small Business Saturday is November 28: a four-week plan
Small Business Saturday falls on November 28 this year, the Saturday after Thanksgiving, between Black Friday and Cyber Monday. It's a day set aside for shopping local. The question is whether they think of yours.
You don't need a big sale to take part. You need a plan that starts four weeks out, so people know the day is coming and know what you'll have.
Time: about an hour this week to decide and set things up. Then 20 to 30 minutes a week, and a few minutes a day in the last week. You need: your calendar, your hours for Thanksgiving weekend, and a few photos of your place and what you sell.
Week 1, November 3 to 9: decide (about an hour)
Pick one thing the day will be about. One is enough:
- Something to try: a tasting, a demo, a first class free for newcomers.
- Something to take home: a small gift with a purchase, a limited batch, a holiday item that starts that day.
- A simple offer: with real terms and an end date.
- A thank-you day: no offer at all, the doors open, and you're glad to see people.
Then decide your hours for Thursday, November 26 through Sunday, November 29, and update them everywhere people look: your Google profile, Instagram, Facebook, your booking app and your door. Our holiday checklist has the full list.
The clocks went back on November 1. If any of your hours change with the light, a patio, a pickup window, a late class, update those too.
Week 2, November 10 to 16: announce (20 to 30 minutes)
- One clear post: the date, what's happening and your hours that day. Pin it to your profile until the 28th.
- A Google post: an event or offer post on your Business Profile, with the same details.
- At the counter: a small sign by the register, so your regulars hear it first.
Week 3, November 17 to 23: show the preparation (15 to 30 minutes)
People come for what they can picture. Show it in a few Stories through the week: the new items arriving, the table being set up, the person who'll run the tasting. Real, simple and unpolished is fine.
Week 4, November 24 to 28: remind, then show up (a few minutes a day)
- Tuesday or Wednesday: a reminder post or Story with the date and your hours.
- Friday: "Tomorrow" in a Story, with the time and how to find your door.
- Saturday morning: one Story when you open, showing the real thing.
- Saturday evening or Sunday: a short thank-you to everyone who came.
Keep it honest
- Real terms, up front. If there's an offer, say what it is and when it ends in the first post.
- Real scarcity only. "Limited batch" means you made a limited batch.
- Same details everywhere. If something changes, change it on every post and your Google profile the same day.
Shop Small
American Express started Small Business Saturday in 2010 and still runs its Shop Small program around the day. If you want to use their name or materials, check their site first for what's available to your business and how it can be used.
The short version
Week 1, decide and update your hours. Week 2, announce it and pin it. Week 3, show the preparation in Stories. Week 4, remind, show up and say thank you.
If you'd rather spend that time on your business, answer a few questions at owdiscovery.com/contact-us and we will build your personalized proposal.
Sources
- American Express, "About Shop Small": Small Business Saturday was founded by American Express in 2010 and is held each year on the Saturday after Thanksgiving. In 2026 that is November 28. https://www.americanexpress.com/us/merchant/shop-small/about.html
- Daylight saving time in the U.S. ended on Sunday, November 1, 2026.
- Google Business Profile Help, "Create and manage posts on your Business Profile": event and offer posts. https://support.google.com/business/answer/7342169
