Small Business Saturday Is Nov. 28 — Free Tools Owners Can Order Before It's Too Late

Small Business Saturday is 20 days away. This year it falls on Saturday, November 28, 2026, the day after Black Friday weekend begins, and American Express is offering a set of free tools to help independent shops get noticed. Some of them need to be ordered ahead of time, which means the window to use them is shrinking.

Here is what is available, who qualifies, and a three-week plan to turn the day into real sales.

What Is Small Business Saturday?

American Express founded Small Business Saturday in 2010 as part of its broader Shop Small movement. It always lands on the Saturday after Thanksgiving, between Black Friday and Cyber Monday, and it asks shoppers to spend locally.

American Express estimates $241 billion in reported spending on the day since tracking began. That figure comes from consumer surveys dating back to 2012, not from actual sales or Card Member data, so treat it as a sense of scale rather than a promise of what your register will see.

The Free Tools Available Right Now

According to American Express, businesses can get the following at no cost:

Small Business Saturday Marketing Kit. It is free to order, and the page highlights new Shop Small signage.
Shop Small signage. Free point-of-purchase signs you can display at your counter or entrance.
Digital decals. Businesses that accept American Express can order free digital decals, and online businesses can download digital materials.
Social media posts and printable posters. These are free to download. You pay only to print them.
Shop Small Map. Eligible businesses can be recommended to Card Members in emails, in their accounts and in Map search results at no cost. Amex does not guarantee placement.
Business Class articles. Free growth content in the Resource Hub.

American Express also lists partner offers that expire December 31, 2026, including a 180-day free Walmart Business+ trial for new customers and up to 50% off UPS Ground rates. Savings may vary, so read the terms before you sign up.

Do You Qualify?

For 2026, American Express lists these eligibility rules:

Located in the 50 U.S. states or U.S. territories.
Up to $7 million in full-year Amex charge volume at the top of the chain.
Up to 25 locations at the top of the chain.
Franchise brands with up to 100 total stores and/or 25 corporate-owned stores.
In good standing. Online merchants are eligible.

Questions go to American Express at 1-833-213-0506 (9 a.m. to 6 p.m. ET, Monday through Friday) or ShopSmallHelp@aexp.com.

How Much Does the Map Actually Help?

American Express says that in 2025 it recommended more than 6 million businesses to 19.5 million Card Members, driving $14 million in new spend. That is American Express's own internal data. Divided across millions of listings, it suggests the Map is a useful free extra, not a business plan on its own. The bigger payoff comes from what you do in your own shop and on your own channels.

A Three-Week Prep Plan

Now through November 14: Order and audit

Order the marketing kit and signs today. Shipped items can take time to arrive.
Update your hours, phone number and holiday hours on your website, social profiles and Google Business Profile.
Stock up on your best sellers and gift-friendly items.

November 15 to 21: Tell your customers

Email your customer list. If you do not have one yet, start collecting emails at the register this week.
Post your founding story and introduce your team. Shoppers who come on Small Business Saturday are looking for a local connection.
Use hashtags such as #smallbusinesssaturday, #shopsmall and #shoplocal.

November 22 to 27: Set up the shop

Display the signage, refresh your windows and set out gift cards near the register.
Offer value beyond discounts, such as gift wrapping, samples or a small gift with purchase.
Consider team up with a neighboring business to cross-promote.
Plan staffing so you can stay open an extra hour if traffic warrants.

Make Sure the Day Pays Off

A busy Saturday only helps if the money is counted correctly. Make sure your business bank account is separate from your personal one, track the day's sales and costs, and review them afterward in your profit and loss statement. Compare it with the same weekend last year so you know whether the promotion earned its cost.

A Reality Check on the Numbers

You will see many headline statistics about holiday shopping. Some come from surveys and some from marketing teams, and they are not guaranteed outcomes. Use them to decide where to put effort, then measure your own results. Write down your sales, number of transactions, new email sign-ups and gift card sales so next year's plan starts with real data.

The Bottom Line

Small Business Saturday is November 28, and the free tools only help if they arrive on time. Order the kit and signs, fix your online listings, email your customers and plan a simple in-store experience. It costs almost nothing and gives you a head start on the busiest stretch of the retail year.

Photo by Tem Rysh on Unsplash