Easy sell: Making push to support Small Business Saturday | ROI-NJ

Small Business Saturday is more than just a marketing slogan. For many small businesses across the state, it is a potential jump start to the most important month of the year.

The day, sandwiched between Black Friday and Cyber Monday, began in 2010 as a way to help local stores and restaurants recover from the economic downturn of 2008.

It has quickly transformed into a Thanksgiving weekend tradition, becoming one of the busiest sales seasons for small business owners nationwide.

Eileen Kean, the state director for the National Federation of Independent Business, said the importance of the day – and of small businesses to local communities – cannot be overstated.

“In addition to creating good-paying jobs and strengthening the local economy, small businesses shape our communities by volunteering their time and financially supporting charitable organizations,” she said. “A recent NFIB report highlights how small business owners and their employees benefit their communities, beyond operating their businesses.”

The NFIB report demonstrated a number of ways small businesses contribute to their communities: Creating jobs, stimulating local economies and adding unique characteristics to their area.

One of the important ways in which small business owners contribute to their community is volunteering their time. About three-quarters (76 percent) of all business owners reported volunteering their time to work on behalf of community or civic groups, charities, youth sport programs, schools, religious organizations, or similar activities in the last 12 months.

Despite obviously having smaller staffs, 73 percent of businesses with 1-9 employees reported volunteering.

The connection is real.

The 2024 Gallup survey on the public’s trust of American institutions found that over two-thirds of the public have a strong sense of trust among small businesses, more than any other of the listed institutions including large businesses.

All of which is why Kean is encouraging residents to shop locally.

“As we kick off the holiday season, I encourage all New Jerseyans to shop small, especially on Small Business Saturday, and thank a small business owner for how they enrich your community,” she said.