Applications for the Nation’s Favourite Businesses have opened as part of the upcoming celebrations of this year’s Small Business Saturday UK, taking place on 5 December 2026.
The Nation’s Favourite Businesses (NFB), first introduced last year to spotlight the UK’s vibrant small business community, will replace the long-running SmallBiz100, a celebration of Britain’s most inspiring entrepreneurs as part of the official countdown to Small Business Saturday UK – a grassroots non-commercial campaign, originally founded by American Express in the US in 2010, and the principal supporter in the UK.
Research from last year’s campaign showed that over half of UK consumers (58%) have a favourite small business, highlighting the vital role local small businesses play across the UK. Four in five Brits (84%) also believe it’s important to support small firms, while 95% think they add value to local communities.
Small Business Saturday is the UK’s most successful small business campaign, which takes place each year on the first weekend in December, celebrating small businesses and encouraging consumers to shop small and support businesses in their communities.
Commenting is Michelle Ovens CBE, director of Small Business Saturday UK.
“Every year, Small Business Saturday demonstrates just how vital the UK’s small businesses are, not only to our economy, but to local communities across the country. This year, we’re excited about finding the Nation’s Favourite Businesses, celebrating small businesses everywhere – from the high street, online, in an office, or at home. We encourage businesses to apply and consumers to celebrate the small businesses making a difference in their local communities and the wider UK economy ahead of Small Business Saturday later this year.”
Dan Edelman, general manager for UK Merchant Services at American Express, adds, “The Nation’s Favourite Businesses is a fantastic way to shine a spotlight on the founders and entrepreneurs who help communities thrive across the UK. American Express is proud to have founded Small Business Saturday to recognise and celebrate the continued passion, resilience and creativity of the nation’s small businesses.”
How customers and small businesses can get involved
On Small Business Saturday, customers across the UK go out and support all types of small businesses, from independent shops and restaurants to small service businesses. Entrepreneurs can get involved in the day by posting on social channels, offering promotions, and even collaborating with other small businesses for events.
Since the UK campaign launched in 2013, more than 1,000 small businesses have been featured in the campaign’s SmallBiz100, representing a wide range of sectors and communities from all across the country. All previous SmallBiz100 alumni will automatically become part of the Nation’s Favourite Businesses community.
Small Business Saturday attracts huge attention on the day itself, but has an impact all year round. Last year, the campaign saw extensive media coverage, as well as public support from the Royal Family, the Prime Minister and Chancellor, the leader of the opposition, the Mayor of London, and over 90% of the nation’s local councils.
To be featured in this year’s Nation’s Favourite Businesses, small businesses can apply here by 30 June.