Small Business Saturday is November 28: how shoppers say they'll find you

On November 12, 2026, American Express released its 2026 Shop Small Impact Study, timed ahead of Small Business Saturday on November 28. The headline: 88% of consumers agreed they're likely to shop at small businesses this holiday season, which the company says is the highest level since 2012.

A few other findings stood out to me:

• 78% of consumers say small businesses are essential to their communities.
• 70% say they get joy from discovering new small businesses during the holidays.
• On the owner side, 70% of small business owners say holiday spending will affect their ability to grow in 2027.

The study was two online surveys run by Teneo for American Express in September 2026: about 1,000 U.S. adults, and about 500 owners or managers of small businesses with physical locations in retail, restaurants, hospitality, recreation and personal services. It's a sponsor's survey, so I read it as a useful signal, not gospel.

The most practical finding is how shoppers decide which small business to visit. Recommendations from friends and family came first at 65%, followed by customer reviews at 45% and social media posts at 39%.

Look at what those three have in common. Every one of them happens before the customer ever talks to you. A friend mentions your name, then the shopper searches for you. They read your reviews. They scroll your recent posts to see if you're open, busy and worth the drive.

So word of mouth still wins, but it now runs through your online presence. If a neighbor recommends you and the shopper finds an outdated profile, no recent reviews and a social page that went quiet in July, that recommendation can fizzle out right there.

American Express offers free Shop Small marketing materials: downloadable social media posts, email banners and printable posters. According to that page, you don't need to accept American Express cards to download them.

The Shop Small Map listing is different. That's for qualifying businesses that accept American Express, and the page notes that appearing on it isn't guaranteed. If you take Amex, it's worth checking whether you qualify. If you don't, the downloadable graphics are still a quick way to join the conversation on social media.

One tip: put your own spin on them. A template graphic tells people the day exists. A photo of your actual shop, your team or your products tells them why to come to you.

You don't need a big campaign. You need the basics to be right when people come looking.

1. Set your special hours on Google. Google's help page on setting special hours says to use them for holidays and events, and it recommends confirming your hours for official holidays even when they match your regular hours. That tells customers your hours are accurate.
2. Ask for a few fresh reviews. Reviews ranked second in the study. Ask happy customers this week, make it easy with a direct link, and reply to every review you get. (Ask everyone, not just the people you think will be glowing; Google doesn't allow cherry-picking.)
3. Post on Google and social media. Share what you're doing on November 28, even if it's simply "we're open, come say hi." Recent posts show you're active.
4. Check your website on your phone. Can someone find your hours, address and phone number in a few seconds? If not, that's the first fix.
5. Give people something to remember you by. A branded tote, pen or cup handed out with purchases keeps your name in their kitchen long after the weekend. That's what promotional products are for.

Here's how I see it. The study confirms something I talk about with clients all the time: people want to support local businesses, but they have to be able to find you and trust you first. Referrals start the conversation. Reviews, your Google profile and your website finish it.

Small Business Saturday is a nice deadline for tightening those up, but none of this work expires on November 29. Accurate hours, steady reviews and regular posts help you every week of the year. If keeping up with all of that feels like one more job you don't have time for, that's exactly what my Google Business Profile management and reputation management services cover.

If you run a business here in Surprise or anywhere in the West Valley, I'd love to help you get ready before the 28th. Take a look at how I handle Google Business Profiles for Surprise businesses, or call or text me at 480-550-2871 any time. I'm happy to take a no-obligation look at your profile and tell you what I'd fix first.