Small Business Saturday is a yearly initiative that encourages consumers to shop local and support small businesses. It takes place in both the United States and the UK – on slightly different dates towards the end of the year. It’s a great opportunity to shout about your small business and encourage your local customers to shop with independent retailers, either in person or online.

Wondering how your small business can get involved? This guide from Adobe Express will look at some of the creative ways you can tap into Small Business Saturday in the UK to make the most of this nationwide event.

What is Small Business Saturday?

Small Business Saturday is a celebration of small businesses, which raises awareness of local brands and encourages customers to shop with independent retailers.

The event originally started in the United States in 2010 as part of a nationwide campaign from American Express. However, it has since inspired a similar initiative in the UK.

Small Business Saturday UK kicked off in 2013 to recognise, showcase and celebrate the 5.45 million small businesses that are based in the UK. The campaign itself encourages the public to shop local and choose an independent business over other retail giants – not just for the day, but for life.

The non-commercial campaign is also supported by American Express.

When is Small Business Saturday in the UK?

Small Business Saturday UK takes place on the first Saturday of December each year – just in time for Christmas gift shopping. This means the thirteenth UK edition of Small Business Saturday will be held on the 6^th of December 2025.

This date is slightly different to the US event, which takes place on the last Saturday in November – perfect for post-Thanksgiving purchases.

Why support Small Business Saturday?

There are many reasons why you should support Small Business Saturday, as a small business owner or consumer. Many small businesses form a vital part of their local communities, providing essential products and services within easy reach. So it can be nice to give back and show your support.

Here are some of the other reasons to support Small Business Saturday:

Support your local economy.

Studies have shown that when consumers spend locally, rather than at large out-of-town chains or online retailers, more of that money stays local. This is sometimes referred to as the local multiplier effect.

For example, if you by a book from your nearest independent bookshop, your money goes directly to that bookshop. This not only helps the business thrive in your area, but also keeps local staff employed and contributes to their wages.

Embrace your community.

As a small business owner, Small Business Saturday is a great way to boost your visibility and give back to your local community. This type of community engagement can reap rewards such as greater customer loyalty, increased consumer confidence, new networking opportunities, and even help protect the environment.

Enjoy a potential sales uplift.

By encouraging people to shop locally on the first Saturday of December, small businesses can enjoy a potential sales uplift during that crucial pre-Christmas shopping time. And many may find that happy customers who start out supporting Small Business Saturday become return customers after discovering the benefits of shopping locally.

Build your customer relationships.

When businesses show up for the community in meaningful ways, existing customers and potential customers start to see those businesses as valuable members of that community. This means better customer relationships and the opportunity to boost brand awareness.

Network with other businesses.

Small businesses often find ways of working together to cross-promote and collaborate, to the benefit of all businesses involved. Small Business Saturday creates unique networking opportunities that can result in local partnerships that will boost business activity long after the event itself.

10 Small Business Saturday ideas for UK businesses.

There are lots of Small Business Saturday ideas you can try this year to boost your engagement with the local community, attract new customers and increase sales. Here are 10 of the best Small Business Saturday ideas to get you started:

1. Create a special Small Business Saturday offer or bundle.

Creating Small Business Saturday special offers or bundles can entice customers to try your products or services. As limited time offers, these also create a sense of urgency and exclusivity. Use specially designed social media posts, printable posters and more to market your offers, and branded templates to create unique and memorable sale price tags.

2. Host an in-store event or demo.

Host a unique experience in-store such as a tasting session, live demo or Q&A to drive foot traffic on Small Business Saturday and create memorable moments for your brand. Spread the word before the date with personalised event invitations, digital and physical flyers, and in-store banners to build momentum and get the local community excited to be a part of it.

3. Collaborate with other local businesses.

When small businesses work together, everyone benefits. This Small Business Saturday, consider partnering with another local brand as a cross-promotion strategy. You might work with a neighbouring café, boutique store or salon to create joint promotional offers encouraging customers to use both businesses to build community connections and expand reach. You could even collaborate on an exclusive product or collection to mark the occasion.

Create shared social media templates and co-branded marketing materials that combine your logos to advertise the partnership.

4. Run a social media giveaway.

A social media giveaway is a great way to boost online engagement, build your follower base and increase brand visibility. This can be anything from exclusive discounts for everyone who likes and shares a post, to a competition with a top prize for the winner. Design branded giveaway posts and showstopping Instagram Reels to get the word out.

5. Offer a “Shop Local” discount.

A “Shop Local” discount for members of the local community rewards neighbours when they choose small businesses over large chains. This could in the form of a specific percentage discount, a loyalty punch card that adds up to a free purchase, or a points card that ultimately results in money off. All of these things help build brand loyalty. You can create digital coupons or printable vouchers, or a QR code card that customers can use on their phone.

6. Show exclusive behind-the-scenes content.

Small businesses have unique opportunities to connect to the local community. Build authenticity and trust with a peek behind the scenes at the personal side of your business this Small Business Saturday. Give people a glimpse of the employees who work there, your daily routines or your processes. This could be a short video capturing an in-store event on the day, or infographics that showcase your own brand story.

7. Set up a pop-up in a new area.

Pop-ups are a great way to expand your physical reach and attract new customers, while also testing out a potential new geographical area for future expansion. Take your products or services on the road for the weekend and set up in another part of town, or even another town altogether.

This ‘limited time only’ approach can help create a sense of urgency among this new customer base, which can help drive attendance and engagement. Hand out flyers and business cards with details of the pop-up, and design banners for in-store promotion at your current base.

8. Decorate your storefront.

Capture more foot traffic on Small Business Saturday by creating eye-catching displays in windows and outside your storefront. Add seasonal décor to tap into the festive shopping vibes. Design custom window posters, banners or signage to help attract potential customers, or even create printable stickers to give away.

9. Create a limited-edition product.

If you want to get really creative, you could introduce an all-new, limited-edition product or shopping bundle that’s only available on Small Business Saturday. This type of promotion generates a sense of urgency and makes customers feel special, as they’re getting something exclusive that they can’t get at any other time.

Create a buzz with social media teasers and product launch posters, then add special labels and packaging to make this promotion stand out from any other.

10. Thank your customers.

Build loyalty beyond Small Business Saturday by going out of your way to thank your customers and show your appreciation for their business. Create customised thank you cards to give out in-store or offer a small freebie with every purchase.

Send personalised emails saying thank you and perhaps offer a discount on a future purchase – this can also help with data capture.

Free Small Business Saturday marketing template ideas.

How can Adobe Express help you stand out on Small Business Saturday?

Adobe Express has hundreds of free online tools and templates that can help you stand out this Small Business Saturday.

1. Create eye-catching social media posts in the run up to Small Business Saturday.

Eye-catching social media posts are one of the best ways to spread the word about your Small Business Saturday campaigns and collections. Use the free Adobe Express social media post creator to curate your own eye-catching social posts in minutes.

2. Design posters and flyers to promote in-store events.

Download free customisable templates and create your own posters and flyers to promote events happening in-store on Small Business Saturday. Choose your own fonts, icons and graphics and add personalised branding to complete the look.

3. Customise your own branded thank-you cards.

Show your appreciation for your customers with branded thank you cards. In just a few clicks, you can create personalised thank you cards online, then download or order high-quality printed cards to be delivered to your doorstep.

4. Build email campaign assets before and after the event.

Entice customers to share their email addresses before or after the event – perhaps by offering a lead magnet, such as a special discount, freebie or exclusive content. You can then send email newsletters to keep your customers updated on what you’re doing for Small Business Saturday and at other times of the year.

Design professional promo materials in minutes using the AI template generator.

Kick-start your Small Business Saturday designs with the AI template generator from Adobe Express. Our tool can generate social media posts, flyers, cards, posters and more. No artistic experience required.

Simply type your prompts into the text box, and the images you want will generate before your eyes. The more descriptive you can be, the better. If you’re not happy with what you see, just click “generate more results” until the design you want appears. This can then be customised to your exact specifications – change the font, add new text, and personalise with your own branding and logo.

Try Adobe Express for free now

Good to know.

What's the purpose of Small Business Saturday?

The purpose of Small Business Saturday is to highlight local and independent businesses across the UK, encouraging people to shop local. While the event itself is only a single day, its aims to spread awareness and drive small business shopping continue throughout the year.

Is Small Business Saturday the day after Black Friday?

Not in the UK. Small Business Saturday usually falls on the first Saturday in December, whereas Black Friday is usually the weekend after Thanksgiving in the US, at the end of November. Small Business Saturday is therefore usually the weekend after.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 5 GB of storage. See our pricing page for details and to compare plans.