Small Business Saturday2026 · Date · History
The U.S. Small Business Administration states that Small Business Saturday was founded by American Express in 2010 and has been officially cosponsored by SBA since 2011. SBA’s current 2026 page places the event on November 28, 2026, and SBA history describes the recurring rule as the Saturday after U.S. Thanksgiving.
About Small Business Saturday
Small Business Saturday is a U.S. campaign encouraging people to support independent and local small businesses during the holiday shopping season.
The U.S. Small Business Administration says American Express founded the event in 2010 and SBA has officially cosponsored it since 2011.
Why Small Business Saturday matters
The day focuses attention on small businesses, local commerce and community spending during the Thanksgiving-weekend shopping period.
It is a promotional and economic-support campaign, not a statutory public holiday, and business participation or opening hours are voluntary and local.
History of Small Business Saturday
American Express founded Small Business Saturday in 2010.
The U.S. Small Business Administration became an official cosponsor in 2011.
SBA materials describe the event as the Saturday after U.S. Thanksgiving; the authoritative page lists November 28 for the 2026 edition.
How the observance developed
This timeline uses documented milestones from reviewed sources. Missing stages are left out rather than guessed.
American Express
SBA states that Small Business Saturday was founded by American Express in 2010.
American Express
SBA identifies American Express as the founder of the campaign.
First documented observance
SBA states that the event launched/founded in 2010.
SBA became an official cosponsor of Small Business Saturday.
U.S. Small Business Administration
American Express and U.S. Small Business Administration
SBA describes the event as founded by American Express and officially cosponsored by SBA since 2011.
What the evidence establishes
Confirmed institutional roles and milestones are shown first. Details that could not be established from the reviewed sources are listed separately below.
4 fields not established in reviewed sources
Later institutional actions
Later recognition, renaming, mergers or date changes are kept separate from original establishment.
How to Observe Small Business Saturday
Shop from a local independent business if it fits your needs and budget.
Small-business owners can use current SBA or official campaign materials for the target year.
Community organizations can highlight local businesses without implying that every business participates or offers discounts.
Check current hours directly because the campaign does not create a universal opening or closure rule.
Small Business Saturday Facts
Small Business Saturday was founded by American Express in 2010.
SBA has officially cosponsored the event since 2011.
It is held during the U.S. Thanksgiving weekend and is commonly described by SBA as the Saturday after Thanksgiving.
For 2026, SBA lists Small Business Saturday on November 28.
It is not a federal public holiday.
Topic and context
What this page does not assume
- Keep the source-defined country, community, organizer or institutional scope; do not silently broaden it.
- Do not treat the title alone as proof of government recognition or public-holiday status.
- Do not add a creator, founding story or origin claim unless the supporting evidence establishes it.
- Confirm the date again before carrying it into a new year.
Evidence & sources
Sources used across the guide are gathered here. Labels show how each source supports the page, and contextual references are kept separate from primary evidence.
U.S. Small Business Administration — How to Market for Small Business Saturday
U.S. Small Business Administration — Small Business Saturday 2026
U.S. Small Business Administration — How to Market for Small Business Saturday (opens in a new tab)
Federal Campaign History
U.S. Small Business Administration — Small Business Saturday 2026 (opens in a new tab)
Federal Current Observance
Understand it, compare it, then explore further
Start with the most common factual questions, then compare closely related observances and explore useful connections.
Frequently asked questions
When is Small Business Saturday?
Saturday after U.S. Thanksgiving; 28 November 2026 The documented recurrence rule is: Refresh the authoritative target-year edition/schedule; current stored evidence: Saturday after U.S. Thanksgiving; 28 November 2026.
Does Small Business Saturday fall on the same date every year?
Not automatically. This date is specific to a particular edition and should be confirmed for another year.
Is Small Business Saturday an official public holiday?
Within the reviewed scope, it is identified as United States / annual small-business shopping campaign founded by American Express in 2010 and officially cosponsored by the U.S. Small Business Administration since 2011; not a legal public holiday. That status is not automatically extended to other countries or jurisdictions.
Who established or recognizes Small Business Saturday?
The reviewed sources identify American Express as the proclaiming or establishing body. Current facilitation or coordination is recorded as American Express and U.S. Small Business Administration.
Is Small Business Saturday international or country-specific?
This observance is specific to United States. Its fuller verified scope is: United States / annual small-business shopping campaign founded by American Express in 2010 and officially cosponsored by the U.S. Small Business Administration since 2011; not a legal public holiday.
How is this page verified?
The factual information is checked against reviewed sources, including the date pattern, scope and institutional history. This page was checked on 2026-10-04.
When is Small Business Saturday in 2026?
The U.S. Small Business Administration lists it on Saturday, November 28, 2026.
Who started Small Business Saturday?
SBA states that American Express founded the event in 2010.
What is SBA’s role?
The U.S. Small Business Administration says it has officially cosponsored Small Business Saturday since 2011.
Is Small Business Saturday a federal holiday?
No. It is a shopping and small-business support campaign, not a statutory federal public holiday.
Other observances on November 28
These observances are also listed on November 28, 2026.
Independence Day
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National Independence Day
Mauritanian government sources state that independence was proclaimed on November 28, 1960 and that National Independence Day recurs on November 28. Law No. 92.018 of December 7, 1992 fixes…