What Small Business Saturday is
Small Business Saturday UK is a yearly campaign that encourages people to shop with and support small businesses. It falls on the first Saturday of December, which in 2026 is Saturday 5 December.
It works best when you treat it as a reason to tell your story, not just to run an offer.
The week before
- Announce itTell followers you’re taking part and what you’ll be doing on the day.
- Introduce yourselfPost a short “who we are”: when you started, who works there, what you’re proud of.
- Line up anything specialAn offer, a tasting, a demo or late opening. Say exactly what it is and when.
On the day
- A morning post: you’re open, here’s where to find you, here’s what’s on.
- Behind-the-scenes photos or a short video from the day.
- Shout-outs to other small businesses near you. They’ll often return the favour.
- A thank-you post at closing time.
Write these the week before and schedule them, so you can spend Saturday with customers rather than on your phone.
Afterwards
- Thank everyone who came in or ordered.
- Share one or two photos from the day.
- Remind people you’re here all year, with your Christmas opening hours.