What to Buy From Local Shops on Small Business Saturday
Pick handmade gifts, gift cards and prepared foods at your local small shops for November 28.
Buy gift cards, handmade gifts, homemade treats, books, toys, prepared foods and personal-service bookings from local shops on Small Business Saturday. Small Business Saturday is a shopping day that encourages spending at independent local stores on the Saturday after Thanksgiving. Small Business Saturday 2026 is Saturday, November 28, according to the U.S.
Small Business Administration Small Business Saturday observance page, which notes American Express founded the day in 2010 and the agency has co-sponsored it since 2011. Shoppers can use the day to finish holiday gifts while keeping more spending nearby.
Verification note: Program terms and availability can change. This page was checked against linked sources on November 05, 2026.
How do you find local shops?
Start with nearby independent retailers, makers and food shops rather than a mall chain. American Express spotlights unique handmade gifts and tasty homemade treats as central Shop Small purchases. Use the free American Express Shop Small Map and online directory to find qualifying local Amex-accepting merchants, as described on the American Express Shop Small page.
Check store hours and card acceptance a week early. Call ahead for items that sell out, such as small-batch foods and limited toys.
What handmade and local goods make sense?
Look for jewelry, pottery, candles, prints, ornaments, soaps and other maker goods. These items are easier to match to a recipient than generic goods. Visit bakeries, candy makers, coffee roasters, cheese shops and delis for prepared foods and treats.
Perishable treats work well for hosts, coworkers and nearby family. Books from a local bookstore and toys from a local toy shop also travel well.
When are gift cards the better buy?
Choose a gift card when sizes, tastes or schedules are uncertain. Buy cards directly from shops you know and trust for later visits. The Federal Trade Commission advises buyers to inspect cards for tampering, pay by credit card when possible and keep card and receipt copies in its December 2024 gift card alert.
Follow that checklist at the register:
- buy cards kept behind the counter or in sealed packaging
- check for scratched PIN covers, bent edges or mismatched barcodes
- keep the receipt apart from the card until gifting
Why focus on services and practical bookings?
Personal-service bookings fit people who have enough things. Think haircuts, car detailing, tailoring, photo sessions, classes and museum memberships sold through local shops. Holiday totals from American Express surveys are consumer self-reports rather than register receipts, so treat yearly spending figures as rough context.
Prioritize cards, prepared foods, books, toys and service bookings that the recipient can redeem nearby. That choice supports wages, taxes and reinvestment in the community.