Impressive small businesses from across the children’s clothing, toys, books and event sectors are among a line-up of the UK’s 100 most inspiring entrepreneurs for 2025, launched by the Small Business Saturday campaign.

As the annual campaign kicks off its call to celebrate and support the nation’s favourite businesses, handmade magical potion kit company for kids, Pack n Play Trays, curated children’s book subscription ZaZa’s Storybox, and Belfast natural children’s haircare brand Percy & Pop are among those featured in this year’s SmallBiz100 line-up of the UK’s most innovative and admired small businesses.

The campaign will showcase each business as part of a 100-day countdown to Small Business Saturday on 6 December. The aim is to celebrate and uplift independent firms by encouraging the public to support and spend with small businesses.

 

 

After a national search, this year’s SmallBiz100 line-up includes an array of small firms from across the UK. Other small businesses from the children’s sector include:

• Imagine Me Stories – Founded by Keisha Ehigie and based in Purfleet, this children’s book subscription service and online shop inspires young readers with inclusive stories.

• Toby Tiger – Founded in 1998 by designer Zoe Mellor, Toby Tiger is a colourful, family-run, ethical children’s clothing and toy brand. With a flagship store in Brighton, it now also exports across the EU from a site in Germany.

• TOTFest Festival – Co-founded by mums Maddy Griffiths and Kerrie Goude, London’s TOTFest is the first and largest festival for children under five years, touring five UK locations. It welcomes thousands of families each year with inclusive shows, rides, play and crafts.

 

 

Commenting on being one of this year’s SmallBiz100 is Zoe Mellor, founder of Toby Tiger

“We’re absolutely thrilled to be chosen as one of this year’s SmallBiz100. For over 25 years, we’ve been passionate about creating fun, sustainable and ethical clothing for little ones, and it’s an honour to have our journey recognised alongside so many other inspiring small businesses. This recognition celebrates not just our colourful designs, but also the amazing community of customers and supporters who’ve grown with us along the way.”

Despite signs small business confidence is returning, the UK’s 5.45 million small firms continue to face an array of economic challenges. Campaigners say public support will be vital for small businesses heading into the final critical peak period of the year, and essential to powering much-needed economic growth.

Also commenting is Michelle Ovens CBE, director of Small Business Saturday UK

“Small businesses are the nation’s favourite businesses – bringing immeasurable value to our local communities and powering the wider economy. From family-run cafés and local restaurants, to independent makers, services and traders, this year’s SmallBiz100 represent some of the UK’s most-loved small businesses.

“It is exciting to kick off this year’s campaign with so many fantastic businesses featured. With small firms still facing lots of challenges, public support makes all the difference as independent firms enter their most critical quarter of the year.”

Small Business Saturday is a grassroots non-commercial campaign that was originally founded by American Express in the US in 2010. The brand remains the campaign’s principal supporter in the UK, as Dan Edelman, general manager, UK Merchant Services at American Express, explains.

“Through our long-standing support of Small Business Saturday, American Express is proud to champion the nation’s small businesses. Congratulations to this year’s SmallBiz100, which once again showcases the incredible vibrancy and innovation of small firms and the valuable contribution they make to local communities.”

Optimism among the UK’s small and medium-sized businesses has grown for a third consecutive year.

This finding is from American Express’ SME Barometer research conducted in partnership with Small Business Saturday, which surveyed decision makers at 1,000 UK small and medium-sized businesses.

The research also revealed that almost seven in 10 (69%) say they are confident about the future of their company, rising from 67% in 2023 and 65% in 2022. Furthermore, there are encouraging signs when looking ahead to the remainder of the year; almost three-fifths of respondents (57%) believe sales will be better this year than in Q4 2024.

Small Business Saturday is the UK’s most successful small business campaign. Over the decade it has been running in the UK, it has engaged millions of people and seen billions of pounds spent with small businesses across the UK on Small Business Saturday, with an impact that lasts all year round.

On Small Business Saturday, customers across the UK go out and support all types of small businesses, with many firms taking an active role in promoting the day via events and promotions.

Last year, the campaign saw support from the Prime Minister, the Mayor of London, as well as the Chancellor of the Exchequer. Over 90% of local councils also supported the campaign, which trended across social media on the day. For further information on SmallBiz100, please click here.