Small Business Saturday — the Saturday after Thanksgiving — is one of the most important shopping days of the year for independent retailers, restaurants, and service businesses across New Jersey. In 2026 it falls on November 28. Here's how to make the most of it.
What Small Business Saturday Actually Is
Small Business Saturday was launched by American Express in 2010. It falls between Black Friday and Cyber Monday, with the explicit goal of directing consumer spending toward locally owned businesses. The day has generated significant consumer spending at independent businesses nationwide since its launch.
How to Find New Jersey Small Businesses Worth Supporting
New Jersey's independent business landscape spans boutiques and galleries in Asbury Park and Red Bank, food halls in Jersey City and Newark, and farm stands across Burlington, Sussex, and Hunterdon Counties.
The American Express Shop Small Map at americanexpress.com/shopsmall lets you search participating businesses by zip code. The New Jersey Chamber of Commerce and county-level chambers maintain directories of member businesses. WAJ's guide to Black-owned businesses in New Jersey is a strong starting point for prioritizing minority-owned businesses this season. Instagram and Google Maps remain the most reliable real-time discovery tools for independently owned businesses across New Jersey.
For NJ Business Owners: What to Do Before November 28
Register with the Shop Small Map through the American Express Small Business Saturday microsite — free enrollment takes about ten minutes. Create a specific offer or experience for the day — something not available online or on other days. Post the week before, not just the day of — social posts November 17-25 reach people actively planning. Coordinate with neighboring businesses for joint promotions and shared signage.
The Bigger Picture
Research consistently finds that local spending has a multiplier effect on local economies that chain and online spending doesn't. New Jersey's independent business community has a substantial base of retailers, restaurants, and service businesses that depend on local support, particularly in the fourth quarter. Small Business Saturday is one of the clearest opportunities to make that support tangible.
Frequently Asked Questions
When is Small Business Saturday 2026? November 28, 2026 — the Saturday after Thanksgiving.
Do I need an American Express card to participate? No. Small Business Saturday is open to all shoppers using any payment method.
How can I find participating NJ businesses? The Shop Small Map at americanexpress.com/shopsmall is the best starting point. Your local chamber of commerce and neighborhood Instagram accounts are also reliable.
