Small Business Saturday a lifeline for local economy

As we approach Small Business Saturday, a celebration of local entrepreneurship that falls between Black Friday and Cyber Monday, it’s important to pause and recognize the enormous and invaluable role these businesses play in our daily lives — and why supporting them now is more critical than ever. Small Business Saturday isn’t simply a day of shopping; it’s an opportunity for us to invest directly in the long-term health of the local businesses that invest in us and our communities.

Small businesses account for the vast majority of businesses in San Mateo County. Many are owned by residents who grew up here, went to our schools or immigrated to this region to build a better life for themselves and their families. These owners hire local workers, train local youth and frequently partner with other local vendors for supplies and services. When money is spent at a locally owned business, a significantly larger share of every dollar recirculates within our community. Economists call this the “local multiplier effect,” and San Mateo County benefits every time customers choose to shop small and local.

At a time when operating costs are running high, every purchase matters. And our local small businesses give back in ways that we see and feel: sponsoring our youth sports teams, donating to school fundraisers, participating in street fairs, contributing to our nonprofits and creating spaces where we can meaningfully connect with our neighbors and friends.

When small businesses close, the character of those neighborhoods fades. Storefronts sit empty, foot traffic declines and the sense of civic pride that comes from a lively local business district begins to erode. Supporting small businesses is not only an economic choice, it’s an act of preserving the cultural distinctiveness that makes each city in our county feel like home.

The pandemic years were brutal for small business owners, many of whom depleted savings, took on debt, or completely reinvented their models just to stay afloat. Even now, they face lingering challenges: staffing shortages, supply chain volatility, taxes and uncertainty of the national political landscape.

Despite that, they continue showing up — opening their doors early, closing them late, and pouring their energy into serving customers with care and authenticity. When you buy a gift from one of our local boutiques, sip coffee from your neighborhood café, or get your bike repaired at a multigenerational, family-owned shop, you’re supporting livelihoods, families and dreams. Small Business Saturday is a chance to say: We see you. We appreciate you. We need you. We want you here.

For many small businesses, the holiday season can make or break their entire year. A strong Small Business Saturday can provide momentum they depend on to stay viable through the slower months. The day isn’t just about shopping — it’s a celebration of community solidarity.

Think of Small Business Saturday as an invitation to rediscover our cities. Wander into a shop you’ve never visited. Try a new restaurant. Buy your holiday gifts from makers, artisans and small retailers who craft their products with intention in our community. These are purchases with a purpose — and they come with local stories and familiar connections.

Let’s all commit to showing up for Small Business Saturday — not just because it’s good for the San Mateo County economy, but because it’s good for all of us.

Amy Buckmaster is president and CEO of Chamber San Mateo County, representing more 1,500 businesses in Redwood City, San Carlos, Belmont, Menlo Park and throughout San Mateo County.