Local Communities Support Small Businesses with Shop Small Saturday

By Aspire Economic Development + Chamber Alliance | | 11.11.24

Small businesses are the backbone of local communities, and campaigns like Shop Small Saturday play a crucial role in highlighting the products and services these businesses provide.

The U.S. Small Business Administration’s website or SBA.gov, says Shop Small Saturday was founded by American Express in 2010 and officially cosponsored by SBA since 2011.

For residents of Johnson County and members of Aspire, Shop Small Saturday is an opportunity to celebrate and support the small businesses that fuel economic growth, job creation, local community development, and placemaking.

“Small businesses are the backbone of the American economy,” said U.S. SBA Indiana District Director Stacey Poynter. “99.4% of businesses in Indiana are considered small, employing 1.2 million Hoosiers, or 44% of the workforce. Small business owners support our communities economically and are our neighbors, friends, and families.”

Aspire’s mission is to drive economic development and business success for companies of all sizes. By offering programs, events, and a network of resources, Aspire actively supports small business growth in the community.

These resources, which include mentoring, funding assistance, and more, allow small businesses to thrive.

Angela Vandersteen, Vice President of Investor Development + Relations at Aspire, sees community campaigns as an essential way to keep small businesses top of mind.

“I believe the majority of people prefer to shop small, to support small, local businesses. Marketing campaigns like Shop Small Saturday help to keep small businesses top of mind and remind people of the impact of small businesses on their community,” she said.

“Marketing on some platforms can be a challenge for small businesses, especially to have the frequency needed for impact, so these campaigns use platforms with a broad reach and purchase at a high frequency that can truly elevate the small business community.”

Poynter also feels that campaigns like Shop Small Saturday and other community-based initiatives help small businesses gain visibility and attract customers who might otherwise gravitate to larger retailers.

“Small Business Saturday is not just a day to shop; it is a day to connect, appreciate, and celebrate the unique character of all communities,” she said.

“By choosing to ‘#ShopSmall’, we directly impact the local economy, help create jobs and foster the growth of our neighborhoods. Supporting local businesses keeps dollars in the community, supporting growth initiatives like better roads, expanded services, local schools, and community programs.”

Since its founding in 1953, the SBA has been dedicated to supporting entrepreneurs, adapting its resources over the years to include free business counseling, training, and mentorship.

“Economic development organizations like Aspire are crucial to community growth and prosperity,” said Poynter. “They regularly partner with our SBA resource partners and lenders, providing entrepreneurs with access to the resources small businesses need the most: counseling, contracting, and cash.”

Poynter encourages everyone to participate in Shop Small Saturday and utilize resources available through the SBA.

“We encourage everyone to ‘ShopSmall’. Not just on Small Business Saturday or during the holiday season, but all year round,” she said.

The SBA offers a range of tools on its website and social media pages to help small businesses, including free marketing materials and guides for both shoppers and business owners.

For small business owners looking to maximize the impact of Shop Small Saturday, Poynter advises focusing on both customer attraction and relationship building.

She mentioned that the SBA’s “Season of Small Business” campaign, which will run through January, aims to encourage year-round support for small businesses and the use of resources available to help entrepreneurs start, grow, and sustain their businesses.

For more information on Shop Small Saturday and additional resources for small businesses, visit the SBA’s website at www.sba.gov/saturday.