The Saturday after Thanksgiving isn’t just another shopping day. It’s Small Business Saturday—a celebration of the makers, dreamers, and do-it-yourselfers who keep our Northland economy humming year-round.
Founded by American Express in 2010 and co-sponsored by the U.S. Small Business Administration since 2011, the nationwide campaign encourages shoppers to skip the online giants and spend locally. The idea caught on quickly.
A Win for the Local Economy
Buying from neighborhood shops isn’t just a feel-good gesture—it’s an economic engine. According to the American Independent Business Alliance, for every $100 spent at a locally owned business, about $68 stays in the community. Those dollars circulate again and again—paying local employees, hiring local printers, and supporting nearby vendors. Economists call this the local multiplier effect, meaning that money spent locally recirculates two to four times more than money spent at a national chain or online retailer.
Research firm Civic Economics, which has measured this multiplier across North America, found that local independents consistently return far more to their communities in wages, charitable giving, and tax revenue than their corporate counterparts.
Kristi Stokes, president of Downtown Duluth, sees that effect firsthand. “If you support a local business, then the people who work there—and the business itself—spend locally,” she said. “Those dollars continue to generate within our community. And these are the same businesses that support fundraisers and youth sports teams—they’re the ones donating gift cards and raffle items.”
Downtown’s Holiday Spirit
This year’s Small Business Saturday falls on November 29, following the Christmas City of the North Parade on November 21 and the opening of Bentleyville on November 22. Together, those events kick off the holiday shopping season and fill downtown Duluth with festive energy.
Downtown Duluth will again host its holiday window and lighting contest, encouraging storefronts to unveil creative displays during parade weekend. “Businesses really get into it,” Stokes says. “You’ll see people stopping to take photos of the windows and coming inside afterward to shop.”
Restaurants and retailers often extend special promotions or giveaways. Some, like Sir Benedict’s Tavern on the Lake, turn parade night into a party with outdoor heaters, lights, and cheering spectators. Others host in-store treats or limited-time discounts. For many, Stokes notes, Small Business Saturday ends up being one of the busiest days of their entire year.
Resilience and Renewal
Downtown Duluth—like downtowns everywhere—has faced challenges since the pandemic: fewer office workers, vacant storefronts, and housing shortages. Yet optimism is growing. The newly unveiled Imagine Downtown Plan lays out a five-year roadmap (2025–2030) to boost safety, housing, and economic vitality. Partners range from Essentia Health and Minnesota Power to St. Louis County and the Northland Foundation.
“We’re seeing renewed energy,” Stokes says. “Our businesses came off a decent summer, and this plan gives everyone a sense of direction and hope.”
Every Day Counts
Small Business Saturday shines a spotlight on one weekend, but Stokes emphasizes that the spirit shouldn’t end there. “Every day should be Small Business Saturday,” she says. “Because when you choose local, you’re helping your neighbors, supporting community causes, and keeping Duluth vibrant.”
So before you click “Add to Cart” this holiday season, take a stroll down Superior Street or through Canal Park. Peek at the decorated windows, sip something warm, and discover the treasures waiting in your own backyard—because one day of shopping small truly can make a big difference.
Shop Local Quick Facts
The Multiplier Effect: For every $100 spent at a locally owned business, $68 stays in the community, compared to just $43 at a national chain. (Source: American Independent Business Alliance)
Economic Circulation: Local dollars recirculate 2-4 times more within the community—paying employees, hiring local vendors, and supporting neighborhood services. (Source: Civic Economics)
A Movement with Momentum: Small Business Saturday began in 2010, founded by American Express and officially co-sponsored by the U.S. Small Business Administration since 2011.
This Year’s Date: Saturday, November 29—the first Saturday after Thanksgiving. Coincides with Duluth’s holiday lighting contest and follows the Christmas City of the North Parade.
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