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SMALL BUSINESS SATURDAY: SATURDAY, NOV. 29th
American Express Shop Small Impact Study Reports 86% of Consumers Say They are Likely to Shop Small this Holiday Season, either in Person or Online, including 89% of Millennials and Gen Z – and Small Business Owners Estimate that Nearly 20% of Their Annual Revenue Will Come from this Year’s Small Business Saturday sales
WASHINGTON, D.C. – As the small business community continues its record-setting surge of over 21 million new small businesses for the last few years, Keith Hall, president and CEO of National Association for the Self-Employed (NASE), the nation's leading advocate and resource for the self-employed and micro-businesses, today encouraged the American public to show their support for our nation’s new and existing mom-and-pop small businesses, and #ShopSmall this Small Business Saturday, November 29th.
“From a global pandemic to the ups and downs of tariffs and continued challenges at the IRS, America’s small business community has weathered every storm. We honor their dedication to their small businesses this Small Business Saturday,” said Keith Hall, president and CEO of National Association for the Self-Employed (NASE), the nation's leading advocate and resource for the self-employed and micro-businesses. “More than 21 million start-ups have launched in recent years—historic growth that reflects a powerful shift as Americans choose to step out of the unemployment line and into something of their own. Today, we applaud both the new ventures starting and the long-standing existing businesses that continue to power our local communities and national economy. Together, they represent the entrepreneurial spirit of America.”
In celebrating the historic growth of entrepreneurs across our nation, Keith Hall, shared simple, yet effective expert advice about how to grow a new small business:
“What’s one key piece of advice for entrepreneurs looking to grow their business?
“You have to stay focused on your customer. Keep the ones you have happy, and always think about where the next one is coming from. Beyond that, remember you’re not alone. It may feel like it, but there are tons of resources available. The Small Business Administration, NASE.org, and even the IRS have great tools. If you’ve got internet, you’ve got access. You don’t have to do it all on your own.”
The excerpt appears in the article, “How Entrepreneurs Can Leverage Planning and Technology for Business Growth” is part of the joint Mediaplanet/USA Today campaign. In this piece, Mr. Hall highlights how today’s small business owners can use technology-driven tools and thoughtful planning to fuel sustainable growth and long-term success.
According to the 2025 Shop Small Impact Study by American Express, the majority of small businesses, 95%, agree that community support is what keeps them thriving – up 9 points from 86% in 2024. Small businesses continue to succeed thanks to the power of community:
- 95% of small business owners agree that community support is what keeps them thriving, up from 86% in 2024.
- 93% say they can count on people in their community for support — an increase from 84% last year.
- 86% report that the level of community support for their business has increased year over year.
- On average, small business owners estimate that nearly 20% of their annual revenue will come from this year’s Small Business Saturday sales.
“Whether its Gen Z founders chasing a dream or retirees launching a second career as their own boss, this Saturday is a call to shop local and stand with America’s small business community. Harnessing technology is helping businesses succeed, specifically social media --- as exhibited by the Shop Small Study which highlighted how social media continues to transform the community, underscoring its vital role for both new and existing small business owners.
“Millions of solo entrepreneurs, mom-and-pop stores, and gig workers are behind the record surge in new businesses—and they’re keeping our economy moving. They reflect the best of America’s creativity and grit. So #ShopSmall this Saturday, and if you’re one of the entrepreneurs behind this historic growth, know this: you’re not alone, and we’re here to back you every step of the way,” Hall concluded.
NASE advocates and gives voice to America’s smallest employers, the self-employed and micro-businesses, before our elected leaders in Washington. In addition, NASE serves as a critical resource for new and existing small businesses in their operations. Specifically, NASE offers a robust Growth Grant program – sponsored over the years by AARP, DELL Small Business, and Payanywhere – to Ask The Experts business and tax advice and the NASE Minute video with free business advice online to both members and the public. The association also helps new and existing business owners with the costs of business ownership, the NASE also offers a series of financial calculators for budgeting and financial analysis. The association’s goal is to support the small business community to help them to grow and thrive.
To Speak with Keith Hall about Small Business Saturday and the Record-Breaking Power of the Small Business Community, please contact Brad Luna at [email protected]
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The National Association for the Self-Employed (NASE) is the nation's leading advocate and resource for the self-employed and micro-businesses, offering a broad range of benefits to help entrepreneurs succeed and to drive the continued growth of this vital segment of the American economy.
The NASE NextBizThing helps identify and connect our nation’s smallest businesses. Need small business help? Check out NASE’s Ask the Experts for advice or the NASE Minute for small business support. To help new and existing business owners with the costs of business ownership, the NASE also offers a series of financial calculators for budgeting and financial analysis.
The NASE is a 501(c) (6) nonprofit organization and provides big-business advantages to hundreds of thousands of micro-businesses across the United States. For more information, visit the association's website at NASE.org.