Shoppers hit streets for Small Business Saturday. Owners say it gives shoppers a more personal feel :: WRAL.com
86% Americans this year said they’re more likely to shop “small” during the holiday season, according to a 2025 American Express study, and many small businesses in the Triangle hoped to get a boost during Small Business Saturday.
Small Business Saturday is one of the biggest and busiest shopping days of the holiday season, sandwiched in between Black Friday and Cyber Monday. Data shows shoppers spent $22 billion on Small Business Saturday in 2024.
Many people felt the joy while out and about on Saturday in Raleigh.
“Lots of people are out, and spirits seem to be high,” said Natalie Frank, a shopper.
Several small businesses in Raleigh and around the Triangle spent their Saturday competing to attract customers away from more common big box stores.
Kendra Dannar, who owns Copper Penny, a women’s clothing store in Raleigh Village District, said the day gave her and other small businesses an opportunity most larger retailers don’t have.
“We get to know our customers,” Dannar said. “We text them if something comes in that we think they might like. Or, if there are certain sales, just that personal one-on-one touch that we can provide.”
According to a shop small impact study from American Express, which began Small Business Saturday as a marketing campaign in 2010, 95% of small business owens say community support is what keeps them thriving, which is up from 86% from 2024.
‘I encourage people to come in and put their hands on things too,” said Karen Nowell, owner of Onward Reserve. “It’s nice to touch it. It’s just nice to keep the money in our little community here.”
Local business owners said they also want people to know that it’s more than just one day. It’s a reminder that independent brands shape culture, and they are built on passion, creativity and community.
Several business owners told WRAL News that the holiday season isn’t just busy, it’s make or break.
“I think it’s wonderful when you can support the economy in your town,” said Lee Dempsey, owner of R.L. Dempsey Co. “It certainly makes good business for this shop and other shopping centers.”
