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Small Business Saturday: What is it and what does it mean for small businesses and consumers?

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Small Business Saturday 2021

This Saturday December 4th 2021 sees the return of Small Business Saturday, a grassroots, non-commercial campaign that highlights small businesses and encourages consumers to ‘shop locally’ and support the small businesses in their communities.

The initiative was launched in the US in 2011 to help small businesses recover from the recession and was so successful the UK followed suit in 2013 with the help of American Express, who remain on of the biggest supporters of the UK Campaign.

The day itself takes place on the first Saturday in December, though the aim of the campaign is to effect a lasting positive impact on small businesses and to encourage shoppers to be more aware of the benefits of supporting smaller businesses all year round.

Businesses owners are encouraged to participate and make the most of the spotlight and customers across the UK are encouraged to go out and support all types of businesses both in stores and online. Many businesses take part in the day by hosting events and offering discounts. According to the official Small Business Saturday website 15.4 million people turned out to support small businesses in 2020.

The event is now in its ninth year and is free and open to all small firms. More information for both businesses and consumers is available on the Small Business Saturday website, which provides details on how businesses can register for support and a small business finder for consumers to find local participants.

Find out how the Business & IP Centre Northamptonshire can support your business by visiting our 'Services' page.


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