Why Small Business Saturday Still Matters
A steady way to stay visible without running the Black Friday race
If you run a small or solo business, this weekend always brings a mix of reactions. The noise gets louder. The pressure ramps up. And a lot of what you see online doesn’t match the way you actually work.
I’ve always skipped Black Friday. It’s built for large companies with the margin and manpower to keep up. That isn’t the world I live in, and it’s not the world most of my readers live in either.
Small Business Saturday has always felt different. Once you look at where it came from and how it’s grown, it becomes clear why it still matters for solo business owners who value simplicity, steady visibility, and work built on real experience.
How Small Business Saturday Started
Small Business Saturday (SBS) began in 2010 as a national push to support local small businesses during a rough economic period.1 It encouraged people to shift some of their holiday spending back into their communities.
It caught on quickly. The Senate recognized it. Cities built events around it. People wanted a calmer alternative to Black Friday and felt good supporting the people behind the businesses.
At first, it focused on brick-and-mortar shops. But over time, it grew to include online service providers, freelancers, consultants, coaches, and solo pros. Anyone running an independent business with care and intention.
Why It Still Matters for Solo Business Owners
SBS works as a reminder that behind every consulting practice, coaching program, design studio, or one-person service business, there’s a real person with years of experience and a long track record of helping others.
Most of us don’t struggle with the work. We struggle with visibility because we’re busy doing everything else. Client work always comes first, and marketing can slide to the bottom of the list.
This day gives people a reason to pause and look for the smaller businesses they trust. It helps those who are often overlooked stay visible without shouting.
It’s a day that tells you your work matters and your presence matters.
Why I Don’t Take Part in Black Friday
Black Friday pushes speed, volume, and urgency. That pace doesn’t fit most solo businesses. You’re not trying to match big corporate pricing. You don’t run high-volume offers. And the frenzy leading into the holidays usually creates more stress than it’s worth.
My focus is helping experienced business owners stay visible in a steady, workable way. Black Friday asks you to run a race you didn’t sign up for.
So I skip it.
Why Small Business Saturday Works Better
SBS lines up with the values solo business owners care about most.
• respect for your experience
• clarity over noise
• real connection, not mass marketing
• visibility that doesn’t drain your energy
It gives you a way to show up without adding pressure or trying to keep pace with trends that never stop changing.
For many of us, this day isn’t about selling. It’s about being seen. And being seen is something solo business owners don’t get enough of.
How You Can Use Small Business Saturday
Small Business Saturday is your chance to:
• remind people what you do
• give them an easy next step
• let your audience know how to work with you
• take pride in the business you’ve built
• show up in a steady, grounded way
You don’t need a special offer to participate. Even a short post, email, or note saying “here’s how I help” makes an impact.
People want to support the businesses they believe in. They just need a clear way to do it.
Why I’m Offering a Focused Hour Instead of a Sale
This year, instead of a discount or a bundle, I created something simple that respects your time and your experience. A focused hour to sort out your visibility, ask questions, and walk away with clarity.
It’s calm. It’s doable. And it fits the way experienced solo business owners work.
If you want help seeing what matters most for your visibility right now, you can book that focused hour with me. It’s one session to get clear without adding extra pressure.
Small Business Saturday isn’t about hype or sales. It’s a moment to be seen, remind people what you do, and show up in a grounded way that matches how you work. Even a small post can help your business stay visible.
If you want, share a link to your business in the comments. I’d love to see it and support you.
Small Business Saturday was founded by American Express in 2010 and has been officially cosponsored by the Small Business Administration (SBA) since 2011.