How to Support Local Shops During the Holiday Rush
Plan a Nov. 28 district trip, buy store-direct gift cards, and check fees to lift local shops.
Support local shops by visiting independent stores in person, buying direct, and joining Small Business Saturday, a shopping day for independent retailers and restaurants. Buy gift cards from the store or its own website and pick holiday promotions in nearby shopping districts. Holiday sales carry weight for small owners.
Intuit QuickBooks found owners expected about 33% of yearly revenue from seasonal shopping, and 61% called holiday revenue key to success.
Verification note: Program terms and availability can change. This page was checked against linked sources on November 05, 2026.
When should you plan a local shopping trip?
Small Business Saturday falls on Nov. 28 in 2026, the Saturday after Thanksgiving. SBDCNet reports it was founded by American Express in 2010 to direct holiday spending to independent retailers and restaurants Small Business Saturday background.
American Express also runs the year-round Shop Small movement. SBDCNet notes it offers free marketing materials through its Shop Small Resource Hub so shops can attract holiday shoppers.
Where do neighborhood promotions happen?
Look for events in brick-and-mortar districts rather than only large shopping centers. Main Street America partners with American Express as Neighborhood Champions to organize local Shop Small promotions. The stakes are high across the season.
The National Retail Federation reported core 2024 holiday retail sales reached $994.1 billion, up 4% over 2023 Census data on holiday retail sales. Small shops shared in that rush, with December sales up 4.9% and transactions up 5.8%, according to the Fiserv Small Business Index.
What buys help most during the rush?
Gift cards give shops cash now and bring the recipient in later. The Federal Trade Commission advises buyers to purchase cards directly from the local store or its own website holiday gift-card tips. It warns against online auction sites where cards may be counterfeit or stolen.
Use small steps that fit a busy week.
- Visit one district shop for gifts before ordering online.
- Dine in a local restaurant during the same trip.
- Share shop hours with a neighbor.
What should you check before buying a gift card?
Gift cards carry issuer risk. The Federal Trade Commission guide via GovInfo says buyers should check expiration dates, fees, and the business's financial condition or bankruptcy status before buying gift-card guide. Ask at the register about fees and use periods.
Keep the receipt and give the recipient the store address and website for redemption.