The Small Business Saturday campaign will return on 2 December with a mission to help small firms maximise the peak season, as research finds Christmas will be vital to the fortunes of four-fifths (86%) of small businesses.

A survey of independent business owners, on behalf of Small Business Saturday and American Express, the campaign’s principal supporter, revealed Christmas is the most profitable period for over two-thirds of small firms. It is vital to sustaining finances through the winter and tougher periods.

As the campaign gears up to return on 2 December, organisers are calling on the UK’s small businesses to participate and make the most of the spotlight. This comes amid flat economic forecasts, with the research also showing small firms continue to face a raft of challenges including inflation, which 31% say remains their biggest issue for the next six months.

The peak festive season is set to be crucial for 86% of small businesses.

“Christmas is such a critical time for us,” says Greg Rose, co-founder of independent gift retailer Maybugs in Sussex. “The six weeks to the big day can generate a huge proportion of our annual profit and set us on a good footing for the year ahead. The loyal customer base we have built up over the years is key to having a good festive season, and gently reminding them to shop local and support independents is a huge part of our strategy. Whilst the cost of living crisis will most definitely have an impact, we are trading up on last year and customers are still spending, so overall we are feeling hopeful.”

Michelle Ovens CBE, director of Small Business Saturday UK, adds: “As we enter our second decade, Small Business Saturday’s mission to support and celebrate the phenomenal contribution of small businesses across the UK remains just as vital. As things remain challenging out there for business owners, support from the public is absolutely vital, particularly during peak season. I’d encourage all small businesses to get involved and make the most of the spotlight.”

 

 

Hosting events and local collaborations are among the top ways to participate.

Also commenting is Jen Baptiste, founder of Black Culture Market. “As a small business owner, I value the spotlight that the Small Business Saturday campaign casts on enterprises like ours. It inspires individuals to explore diverse offerings and uncover the profound passion and dedication that small business owners invest in their work.

“This campaign serves as a call for everyone to consciously embrace local choices, contributing to the creation of innovation and economic growth. Small Business Saturday itself is more than a day of increased sales; it serves as a beacon, reminding customers of the distinctive value small businesses bring to the community. It’s a celebration of connections, relationships and local commerce.”

The UK’s most successful business campaign, Small Business Saturday engages millions and has seen billions of pounds spent with small firms on the day. Over the time it has been running in the UK, public support for small businesses has grown, with 77% of small firms believing customers like to support them in the current climate.

Small Business Saturday is free and open to all small firms to take part in, with many hosting events and offering promotions as well as collaborating with other local businesses. For further information and to download marketing materials, please click here.